▶ Full Journey Topology
J11 — Bigger Loan (Eligibility)
ID: 389
1
Entry: Action Trigger
L0–L4 eligible users, auto-enrolled
CT Goal: Banner Clicked — 4,755 met (17.1% · +7.6% boost)
Qualified 29,314 · Entered 27,870 · Control 1,444
⏳
Sleep 3 Days
N1
Push N01 — "Get more"
Sent 15,127 · CTR 5.5% · Goal Met 3,627
✓
Qualifying Window (1 hr) + Opt-out Check
19,941 entered → 19,111 passed (No opt-out filter)
⏳
Wait 7 Days · Send at 2:00 PM
N2
SMS N02
Sent 12,040 · Goal Met 480
⏳
Sleep 1 Week
N3
Push N03
Sent 6,321 · CTR 4.6% · Goal Met 210
⏳
Sleep 1 Week
N4
Push N04
8,166 entered — not yet sent (8,026 in wait queue)
Goal Met (while waiting) 140
J12 — Bigger Loan (Banner Click)
ID: 390
1
Entry: Action Trigger
L0–L4 users who clicked "Bigger Loan" banner
CT Goal: New Document Submitted — 2,271 met (20.6% · +71.4% boost)
Qualified 11,541 · Entered 11,049 · Control 492
⏳
Sleep 1 Day
N1
Push N01
Sent 6,504 · CTR 7.5% · Goal Met 1,929
✓
Qualifying Window (1 hr) + Opt-out Check
7,604 entered → passed via Past behavior
⏳
Wait · Send at 2:00 PM
N2
SMS N02
Sent 5,949
⏳
Sleep 1 Week
N3
Push N03
Sent 4,637 · CTR 6.4%
⏳
Sleep 1 Week
N4
Push N04
Sent 2,910 · CTR 5.9%
✉ Notification Performance
| Journey | Step | Channel | Sent | Clicked | CTR |
|---|---|---|---|---|---|
| J11 | N01 "Get more" | Push | 15,127 | 826 | 5.5% |
| J11 | N02 | SMS | 12,040 | — | n/a |
| J11 | N03 | Push | 6,321 | 292 | 4.6% |
| J11 | N04 | Push | 8,166 entered — not yet sent (users in 1-week wait) | ||
| J12 | N01 | Push | 6,504 | 474 | 7.5% |
| J12 | N02 | SMS | 5,949 | — | n/a |
| J12 | N03 | Push | 4,637 | 297 | 6.4% |
| J12 | N04 | Push | 2,910 | 173 | 5.9% |
▼ Loan Conversion Funnel
J11 — Eligibility Trigger
Entered
17,831 100%
Saw loan
2,960 16.6%
Chose amount
2,882 16.2%
Review agreed
2,759 15.5%
Approved
2,786 15.6%
Disbursed
2,334 13.1%
J12 — Banner Click
Entered
7,079 100%
Saw loan
1,788 25.3%
Chose amount
1,740 24.6%
Review agreed
1,667 23.5%
Approved
1,675 23.7%
Disbursed
1,383 19.5%
★ Key Findings
J12 delivers 71.4% incremental boost
Doc submission: 20.55% target vs 11.99% control. J12 genuinely changes behavior. J11's boost is only 7.58% (17.06% vs 15.86%) — most banner clicks would happen organically.
Different goals, connected funnel
J11 drives banner clicks (4,755). J12 drives doc uploads (2,271). J11 feeds J12 — the 1,112 user overlap confirms the handoff. Both also drive disbursement (13.1% / 19.5%).
Both journeys are structurally identical
4 notification nodes each: Push → QW+Opt-out → SMS → Push → Push. J11 waits 3 days before N01; J12 waits just 1 day. J11's N04 hasn't fired yet.
J11's low boost is a red flag
7.58% boost means only ~1.2pp incremental lift on banner clicks. Worth questioning whether J11 adds enough value to justify the notification volume — 27,870 users entered for marginal lift.
⇄ Structural Differences
| Dimension | J11 (Eligibility) | J12 (Banner Click) |
|---|---|---|
| Entry trigger | Auto: eligible L0–L4 users | User clicks "Bigger Loan" banner |
| Initial wait | 3 days | 1 day |
| Control group | 1,444 (4.9%) | 492 (4.3%) |
| Notification sequence | Push → SMS → Push → Push | Push → SMS → Push → Push |
| Inter-step wait | 7 days → 1 week → 1 week | ? → 1 week → 1 week |
| Daily entries | ~750/day (425–1,717) | ~290/day (183–528) |
| Avg push CTR | 5.1% | 6.6% |
| CT goal | Banner Clicked — 4,755 (17.1%) | Doc Submitted — 2,271 (20.6%) |
| Boost vs control | +7.58% (17.06% vs 15.86%) | +71.4% (20.55% vs 11.99%) |