How Splitit turned an unmeasurable funnel into a 30% conversion uplift
A short look at what changed when a fintech marketing team stopped optimising for clicks and started measuring the buyer journey itself.
Most B2B marketing teams know the feeling: the dashboards look healthy, the funnel diagram looks neat, and yet the conversion numbers refuse to move. The gap is rarely effort. It is usually visibility - not into web traffic, but into where buyers actually are in their decision process.
Splitit, a fintech offering Buy-Now-Pay-Later instalments on a shopper's existing credit card, ran into exactly that problem. Their classic funnel said one thing. Their buyers' real behaviour said another.
The "fat-bottomed funnel" problem
When Splitit mapped real prospect behaviour to journey stages, they saw what they called a "fat-bottomed funnel": lots of buyers being pushed towards late-stage content and sales calls before they were ready. The marketing system was moving people forward faster than the decision process could support.
Sound familiar? This is the same pattern AI is now amplifying across every category. AI answers, chat interfaces and search-that-doesn't-look-like-search are pushing buyers towards decisions before they ever land on your site. The click is no longer proof that discovery happened - it is often just proof that someone has already moved into verification.
What changed
Splitit didn't write more content. They made the journey observable, identified where buyers were getting stuck, and changed priorities based on evidence rather than assumption.
The results spoke for themselves:
- 30% improvement in conversion rate
- 2× total engagement in won deals
- 3.5× more repeat visitors among won opportunities
- 3× more sessions and 2.2× more assets viewed in won deals vs. lost
Why this matters for AI visibility
The Splitit story is a buyer-journey story, but the principle is exactly the same one that now drives AI visibility work: visibility comes from measurement, and improvement comes from a repeatable loop.
You can't fix what you can't see. Whether the buyer is reading your website, asking ChatGPT to compare options, or skimming a Perplexity answer, the same operating mindset applies - baseline how you show up, identify the friction points, change what matters, and re-test.
That's the connection between Splitit's funnel work and the work Odyssiant does for marketing teams today on AI answers.
Read the full Splitit case study
See the full breakdown of the funnel reframing, the metrics behind the 30% conversion uplift, and how the same approach now applies to AI visibility.