Optimizing a commercial Funnel

Introduction

Commercial upsell opportunities exist across Microsoft product experiences, but overall performance has varied significantly. I have been working to analyse the end‑to‑end upsell funnel to understand where users disengage and identified the largest opportunity for impact early in the customer journey.

My Role

I have analysed the full upsell funnel and identified the primary drop‑off point, where ~82% of users disengage between upsell exposure and conversion. Based on this insight, I am focusing optimisation efforts on early‑funnel entry points, including placement, sequencing, and messaging, aligned with customer intent and supported by a structured experimentation plan.

Current Efforts

Based on the initial set of planned experiments, we expect to drive an additional ~22k Copilot license requests by improving early‑funnel conversion, while maintaining a low‑friction, customer‑first upsell experience.