Customer Insights Report

Week ending 18 March 2026 | ezylegal.com.au

🚨 Critical Finding: The Leaky Bucket is Real

476 sessions landed on /start-your-case/ this week — but we only captured 69 sign-ins and 36 completed onboardings.

That's a 92% drop-off rate from landing page to onboarding complete.

Only 2 new case submissions recorded in PostHog this week. The funnel is bleeding users at every stage.

1. Conversion Funnel Analysis

Homepage Views

421 sessions

/start-your-case/ Views

476 sessions ↓ 53% bounce rate

User Sign-ins (account created)

69 events ↓ 85% drop from /start-your-case/

Onboarding Complete

36 events ↓ 48% drop from sign-in

Case Analysis Started

2 events ↓ 94% drop from onboarding

New Case Submitted

2 events ↓ 0% conversion (same 2 users)

What This Tells Us

Biggest Drop-off Point: /start-your-case/ → Sign-in (85% loss)

476 sessions reached /start-your-case/ but only 69 signed in
53% bounce rate on /start-your-case/ — over half leave immediately
Users aren't committing to start the process

Second Drop-off: Sign-in → Onboarding Complete (48% loss)

69 users signed in, only 36 finished onboarding
Users are creating accounts but abandoning the intake flow
Likely friction: too many questions, unclear value, or technical issues

Third Drop-off: Onboarding → Case Started (94% loss)

36 completed onboarding, but only 2 started case analysis
This is catastrophic — users complete the intake but don't proceed
Possible causes: pricing shock, unclear next steps, lost momentum

2. Chat Engagement vs Conversion

Metric	Count	Notes
Chat Views	602	Users opened the chat widget
Messages Sent	482	80% of viewers sent a message
Chat → Case Started	Unknown	No direct correlation tracking

✅ Chat Engagement is Strong

80% of users who open the chat actually send a message (482 / 602). This is excellent engagement. But we can't track whether chat users convert at a higher rate — that's a blind spot.

3. CTA Performance

Date	CTA Clicks
12 March	7
13 March	24
14 March	6
15 March	6
16 March	17
17 March	20
18 March	30
19 March (partial)	4
Total	114

CTA clicks peaked on 18 March (30 clicks) — but we don't know which CTAs are being clicked or where they lead. We're tracking the event but not the context.

4. Top Landing Pages & User Journeys

Page	Sessions	Bounce %	Avg Time (sec)
/start-your-case/	476	53%	90
/	421	36%	73
/pricing-calculator/	67	10%	68
/about/	42	14%	99
/how-it-works/	37	19%	45
/family-law/	25	48%	68

Key Observations

Homepage (36% bounce) — decent engagement, users are exploring
/start-your-case/ (53% bounce) — this is the problem. Over half of users who land here leave without doing anything
/pricing-calculator/ (10% bounce) — extremely low bounce, users want to understand cost before committing. This page is working
/family-law/ (48% bounce) — high bounce on service-specific pages suggests content isn't converting browsers into starters

5. Device Breakdown & Mobile UX

Device	Users	Sessions	Bounce %
Mobile	455	682	55%
Desktop	351	598	39%
Tablet	5	5	60%

⚠️ Mobile is Majority Traffic, But Worse Performance

56% of users are on mobile (455 of 811 total), but mobile bounce rate is 16% higher than desktop (55% vs 39%).

This suggests mobile UX is not optimized. Users on phones are less likely to convert — either due to form friction, load speed, or unclear CTAs on smaller screens.

6. Rage Clicks & Frustration Signals

264

Rage Click Events (7 days)

264 rage clicks in a week is a red flag. Users are clicking repeatedly on elements that aren't responding or aren't working as expected. This indicates UX friction and broken expectations.

We don't have visibility into where the rage clicks are happening — but this is a symptom of frustrated users who can't complete their intended action.

7. Recommendations to Fix the Leaky Bucket

Priority 1: Fix /start-your-case/ Drop-off (85% loss)

Reduce commitment friction — 53% bounce + 85% drop before sign-in means users aren't bought in. Test:
- Remove account creation requirement upfront — let users start the AI assessment anonymously, then ask for email at the end
- Add social proof above the fold: "2,000+ Australians trust ezylegal" with 5-star testimonials
- Show a progress indicator: "3-minute assessment" or "4 simple questions" to set expectations
A/B test headline + CTA copy — current messaging may not be clear enough. Test:
- "Get Your Free Case Assessment in 3 Minutes" vs "Start Your Case Now"
- Add trust signal: "No obligation. No payment required. 100% confidential."
Investigate mobile performance — 55% mobile bounce vs 39% desktop. Run Lighthouse audit on /start-your-case/ on mobile. Check for:
- Slow load time (should be under 2 seconds)
- Form autofill issues
- CTA button visibility / tap target size

Priority 2: Fix Onboarding → Case Started Drop (94% loss)

Investigate why 36 users completed onboarding but only 2 started cases — this is the biggest black hole. Possible causes:
- Pricing shock after assessment (no expectation-setting beforehand)
- Unclear next steps after onboarding (no clear CTA or email follow-up)
- Technical issue preventing case start (button not working? payment flow broken?)
Add immediate post-onboarding engagement — users who complete onboarding should:
- Get an instant summary: "Based on your answers, here's what we found..." with clear next step
- Receive an email within 5 minutes with their case summary and a "Continue Your Case" CTA
- See estimated cost range during onboarding, not after
Track "onboarding_complete → case_analysis_started" in PostHog as a funnel — we need real-time visibility into this drop-off

Priority 3: Improve Mobile Conversion (55% bounce, 56% of traffic)

Mobile-first UX audit — test the entire flow on iPhone and Android:
- Is the chat widget covering CTAs?
- Are forms easy to fill on mobile keyboards?
- Are CTAs thumb-friendly (minimum 48px tap target)?
Optimize /start-your-case/ for mobile — consider:
- Single-column layout with larger text and buttons
- Remove unnecessary fields (ask only what's critical to start)
- Add persistent "Continue" button at bottom of screen

Priority 4: Add Funnel & Attribution Tracking

Track chat → conversion — we know 482 users sent chat messages, but we don't know if they convert better. Add PostHog tracking:
- Did user interact with chat before starting a case?
- What's the conversion rate of chat users vs non-chat users?
Track CTA source — 114 CTA clicks, but we don't know which CTAs. Add properties:
- CTA location (homepage hero, /pricing-calculator/, /family-law/)
- CTA text (e.g., "Start Your Case", "Get Free Assessment")
Track rage click locations — 264 rage clicks is a lot. We need to know where users are frustrated

8. Summary: The Leak is at Every Stage

The funnel is broken at multiple points:

Stage	Drop Rate	Status
/start-your-case/ → Sign-in	85%	🔴 Critical
Sign-in → Onboarding Complete	48%	🟡 High
Onboarding → Case Started	94%	🔴 Catastrophic

If we fix just these three drop-off points, we can 10x case starts without spending more on ads.

Right now we're spending lawyer time on 36 onboarded users who aren't starting cases. That's wasted capacity. Marketing's job is to send in users who are ready to proceed — but the product funnel isn't holding them.

Next action: Run a UX audit on /start-your-case/ and the onboarding flow. Test on mobile. Find the friction. Fix it.