Case Study: Constellation boosts mobile sign‑ups 45% and cuts CPA 25% with Medallia (Decibel)

Boosting Mobile Conversions by 45% by Redesigning a Funnel with Decibel

Constellation, an Exelon company serving about 2 million customers, saw a sharp drop in paid-enrollment conversions after adding a regulatory AGL input step and running simultaneous funnel and media changes. To pinpoint whether the new field, technical issues, or shifts in paid media were causing the decline, Constellation engaged Medallia, using the Decibel Digital Experience Score (DXS) platform to analyze sessions, frustration, and journeys across devices.

Medallia used DXS, journey mapping and session replays to identify mobile-specific bottlenecks and broken/ confusing elements, then helped redesign the funnel (auto account look‑up, shortened mobile pages, sticky footer buttons). The changes produced measurable gains: sign-ups +23%, CPA −25%, mobile sign-ups +45%, CVR up from 4.85% to 5.77%, Step‑In to Sign‑Up +16%, and DXS improved by 0.5 (frustration −0.4, engagement +6).

Constellation