--- title: "Optimize Sales Funnels for Better Conversion Rates | OWOX BI" canonical: "https://www.owox.com/blog/success-stories/semrush" updated: "2026-10-05" --- # SEMrush increases conversion rates by optimizing the sales funnel and reallocating ad budget Updated June 24, 2015 · [Alyona Samovar](/team/alyona-samovar) · 2 min read · SaaS Funnel · conversion rates up via sales funnel fix ![SEMrush increases conversion rates by optimizing the sales funnel and reallocating ad budget](https://cdn.owox.ai/www/webflow/679550b0b09a493150b65cae_1052.png/public) ## Objective Most companies face the not so trivial task of assessing the effectiveness of traffic sources. For SaaS companies it is especially important because the sales funnel can be divided into two different paying customers. It usually takes more than one session for the average user to complete the funnel and each visit is a different interaction type (pageviews and events). That is why it is crucial to create custom sales funnels. In addition to that it is essential to analyze customer behaviour inside the sales funnel to eliminate possible bottlenecks. To evaluate the efficiency of each traffic source, the following questions need to be answered: 1. Which traffic sources bring in the most leads? 2. What is the share between the traffic sources? Does the share stay the same for different steps in the sales funnel? 3. Which traffic sources produce the most payable conversions? 4. Do the traffic sources interfere with each other? If so, where is the overlap? 5. How to attribute revenue to traffic sources in cases where more than one traffic source was involved. To provide answers, we needed to use a tool where we could analyze raw user interaction data. Taking into account the [sampling issue](https://www.owox.com/blog/articles/full-data-for-advanced-analytics), we chose Google BigQuery. ## Solution By using the sequences and discrete main steps from the buying process flowchart, we worked with SEMrush to identify the main groups of traffic sources for analysis and defined the sales funnel. After that, we defined the list of the most popular exits that visitors took when they left the funnel. To send data to Google BigQuery, SEMrush used OWOX BI Streaming service. Since they have the timestamp of each separate interaction with the website’s content, it was possible to build any sequence of user actions and combine them into one report across several sessions. For building graphs and making sense out of the data SEMrush used the BigQuery Reports add-on that exported data from Google BigQuery into Google Sheets. ![Logo of SEMrush and description with link to the case study.](https://cdn.owox.ai/www/webflow/679550cf330f9090de327a1e_63.jpg/public) OWOX created queries that were available to everyone who had access to the SEMrush project in Google Cloud Platform using the add-on’s feature of including dynamic parameters. This way requests could be modified in the interface without touching the query.It allowed even non-technical marketing and management users to create and customize reports based on queries to Google BigQuery.The last step was to build and visualize reports in Google Sheets, using the BigQuery Reports Add-on. ![Stacked bar chart “Checkout Behavior” of page views per funnel step, split by traffic source.](https://cdn.owox.ai/www/webflow/6795515eb42e404207c9aab0_67955109fbb0784fa30eaed1_-D0-97-D0-BD-D1-96-D0-BC-D0-BE-D0-BA-20-D0-B5-D0-BA-D1-80-D0-B0-D0-BD-D0-B0-202025-01-25-20-D0-BE-2023.00.43.png/public) ![Stacked bar chart “Exit Path” of the share of exits per page path, split by next page.](https://cdn.owox.ai/www/webflow/6795515eb42e404207c9aaac_67955127711ff6357d78a7d4_-D0-97-D0-BD-D1-96-D0-BC-D0-BE-D0-BA-20-D0-B5-D0-BA-D1-80-D0-B0-D0-BD-D0-B0-202025-01-25-20-D0-BE-2023.01.14.png/public) ## Results 1. Ability to identify the traffic source for each step inside the sales funnel. 2. Sales funnel optimization increased conversion rates. ## The Turning Point OWOX Data Marts See your first report built in real time. _15 minutes._ 1. Connect your data warehouse 2. Pick your metrics 3. Get a live Google Sheets report In the time it takes to write a ticket. Then imagine never writing that ticket again. [Book a Demo](/book-a-call) We'll use your actual use case ## Your New Normal Turn your data into decisions. Governed data marts give you the clean foundation ML needs to actually work. * No AI hallucinations * Analyst-governed definitions * Every number traces to SQL [Get started free](https://www.owox.com/app-signup) ## Who wrote this ![Alyona Samovar](https://cdn.owox.ai/www/webflow/6799099d337aa8a997b03b56_Alyona-Samovar.png/public) [Alyona Samovar](/team/alyona-samovar) · Senior Digital Analyst Alyona Samovar is a Senior Digital Analyst who spent years at OWOX helping enterprise clients design analytics systems, build BigQuery reporting pipelines, and optimize marketing measurement. She specializes in SQL-based analytics, data modeling, and turning raw marketing data into actionable insights. Alyona writes about practical analytics workflows, BigQuery best practices, and data-driven decision-making. 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Where the page has a Markdown twin, its address follows the link. - [Alyona Samovar](https://www.owox.com/team/alyona-samovar) — /team/alyona-samovar.md - [sampling issue](https://www.owox.com/blog/articles/full-data-for-advanced-analytics) - [Book a Demo](https://www.owox.com/book-a-call) — /book-a-call.md - [Get started free](https://www.owox.com/app-signup) - [Case Studies](https://www.owox.com/blog/topics/case-study) — /blog/topics/case-study.md - [Marketing Analytics](https://www.owox.com/blog/topics/marketing-analytics) — /blog/topics/marketing-analytics.md - [OWOX](https://www.owox.com/blog/topics/owox-bi) — /blog/topics/owox-bi.md - [SaaS Business Suite: Ad Performance with Customer Cohort Analysis · Mar 15, 2018](https://www.owox.com/blog/success-stories/customer-cohort-analysis-measure-ad-performance) — /blog/success-stories/customer-cohort-analysis-measure-ad-performance.md - [MotionVFX: Accurate Marketing Analytics: MotionVFX Case Study · Oct 25, 2023](https://www.owox.com/blog/success-stories/motionvfx) — /blog/success-stories/motionvfx.md - [PandaDoc: PandaDoc Case Study: Privacy-first Marketing Analytics · Jul 1, 2023](https://www.owox.com/blog/success-stories/pandadoc) — /blog/success-stories/pandadoc.md