Every growth leader knows that boosting conversion rates is a powerful lever, but often the hardest to pull!

And even more so when you're trying to establish causality between onchain and offchain touch points!

@indexcoop, the DeFi leader in decentralized structured products, faced this exact challenge, grappling with visibility and data gaps — until they found Safary 🦁

Justin (@jkey_eth) sat down with Chavis (@0xchacha_), Index Coop's Head of Marketing, who shares how to enhance data visibility and boost conversion rates 👇

Justin: Could you share some of the challenges Index Coop faced before integrating Safary?

Chavis: One of the main challenges we had was this gray area where we couldn't connect our top-of-funnel marketing efforts with on-chain activities. We had some data from the top of the funnel and some from the bottom, but the middle was this visibility dead zone. It made it really difficult to understand where users were dropping off and how we could improve conversions.

With Safary, we started chipping away at that dead zone. Now we can actually see where in the process people are falling off, like at the "review transaction" stage, and prioritize fixing those issues. This insight has been crucial for us to prioritize fixes where they matter most.

Justin: What were the primary goals you were hoping to achieve with Safary's platform?

Chavis: Our main goal was to connect causality between marketing actions and outcomes. We wanted to see clear evidence that our campaigns were driving conversions.

Previously, the mid-funnel to bottom-funnel activities were a mystery. The data often felt unreliable, even conflicting at times. Blockchain data is still new and the UX for accessing it is confusing, so there’s many areas where I feel like I need more support in surfacing answers. With Safary, we've finally gained visibility, which has been a game-changer.

We’re able to pinpoint exactly where users drop off and which marketing efforts lead to actual conversions. Safary has made it easier to understand what’s working and what’s not, so we can adjust our strategies accordingly.

Justin: Which aspects of Safary have been the most beneficial for you?

Chavis: I really like the conversion table. We use UTM links to track different campaigns across our socials, website, and other channels, and Safary gives us a clear breakdown of performance. For example, if we see most conversions happen on twitter vs our blog gets 5 clicks, then I know whether it’s worth the time to cross-post to our blog.

The real-time tracking features have also been extremely useful. We have alerts for when whales engage with our platform, and Safary’s whale tracking allows us to immediately see if wallets detected by our Discord bot actually convert. This was something we didn’t have visibility into before, and it’s already helping us make more informed decisions.

While we haven’t fully dug into wallet details yet, it’s definitely interesting to see who’s been visiting and tracking their step-by-step actions. For example, we’ve noticed that some whales visit our FAQ page, then move to the app, but stop short of completing a transaction. That kind of insight helps validate that our content pages are working, even if we need to tweak the flow to push users through to the finish line.

Justin: What specific metrics or KPIs have you been tracking since using Safary?

Chavis: Right now, we’re not fully converting everything into KPIs yet, but we’re getting there. What’s been really useful is seeing user behavior in the wallet tab. We set up UTM tags for every step of the journey, and it’s been valuable to track things like which whales visited our app, went to the FAQ page, and then moved on to the transaction stage. When you visualize that flow in Safary, we can validate that our marketing touch-points are working, even if users don’t convert right away.

Justin: Can you share Safary’s impact on Index Coop?

Chavis: In the past, we’ve struggled to commit to a single provider because even after months of tests we’d still have a fundamental lack of confidence in the data accuracy. Safary, on the other hand, is becoming our go-to solution. We’re not using it every day yet, but it’s starting to become a more regular part of our workflow, which is exciting.

We’re moving towards a world where we can finally set quantifiable marketing objectives with greater confidence. Now, with UTM tags in place for every step of the journey, I can confidently say, “This campaign is performing better than another one,” without second-guessing the numbers. Before, we had so much conflicting data that it was hard to know what was working.

Justin: Is there anything else you’d like to share about your experience working with Safary?

Chavis: Just that the platform is leaps and bounds better than where we started, and we’re looking forward to continuing to evolve with you. I’m confident that as we dig deeper into Safary’s features, it’ll continue to be a vital part of our marketing stack.