Overview

I analyzed the conversion journey from Instagram discovery to Museboard platform entry to understand where users were dropping off and what that behavior revealed about product engagement. The goal was to combine data analysis with clear storytelling so product and marketing decisions could be guided by evidence.

Problem

Museboard was generating discovery on Instagram, but it was not clear how effectively that attention translated into meaningful platform engagement. The core challenge was identifying friction points in the path from content discovery to product interaction.

What I Did

• Built and interpreted an Instagram acquisition funnel
• Analyzed platform activity trends over time
• Calculated a key conversion KPI
• Identified the biggest drop-off point in the user journey
• Summarized findings into a visually clear analytics presentation

Key Insights

• Discovery was strong at the top of the funnel
• Engagement existed, but very few users moved from profile visits to platform entry
• The largest bottleneck occurred between profile visits and link clicks
• Platform activity rose significantly from December to January and remained above the original baseline afterward

Tools & Methods

Impact

This analysis highlighted a key conversion bottleneck and clarified where friction existed between social discovery and actual product engagement. The project demonstrates how data storytelling and KPI-driven analysis can turn user behavior into actionable business insight.