Case study, May 2026
I built a complete cert-to-kit funnel in 3 weeks.
A beauty B2B brand was driving real Instagram traffic but converting almost none of it into kit sales. The content was working. Everything between the bio link and the order page was broken. This is what I built to fix it.
The problem
171 link taps per month, zero attribution
Real intent existed. The brand had no way to see what content drove which sale, or where in the funnel people dropped off.
DMs from non-followers were invisible
Instagram filters DMs from non-followers into 'message requests'. Without ManyChat connected, every one of those leads was lost.
The 'certification page' was a brochure with a form attached
No progressive disclosure, no ROI math, no momentum. The page tried to sell and capture at the same time and did neither well.
What I built
Week 1
Diagnosis + scaffold
Audited 30 days of Instagram analytics. 171 bio link taps with zero attribution. Identified three structural gaps: no automation catching DMs, bio link sending traffic to homepage instead of a sales page, certification page acting as both pitch and form. Scaffolded the funnel in Next.js with multi-tenant Supabase schema.
Week 2
Full conversion flow
Built the apply quiz (5 steps), license verification, training video player with 3 embedded official videos, 18-question assessment with auto-grading and answer review, certificate generation, and kit-order handoff with UTM tracking back to Shopify.
Week 3
Tracking + deploy
Wired GA4 with custom conversion events at every drop-off point. Internal dashboard showing live funnel data. Multi-tenant architecture so the same codebase can be re-skinned for the next client. Deployed to Vercel + connected custom domain.
Stack
- Frontend
- Next.js 16, React 19, Tailwind 4, TypeScript
- Backend
- Supabase (Postgres, RLS, Auth)
- Resend transactional
- Analytics
- GA4 custom events + internal funnel dashboard
- Attribution
- UTM tags on every outbound link, Zoho webhook ready
- Hosting
- Vercel, auto SSL, custom domain
What you can do with it
- See exactly which Instagram posts drove which orders, by lead.
- Track every visitor session from landing through purchase.
- Identify exactly where people drop off (specific page, specific form step).
- Auto-respond to every Instagram DM via ManyChat (once Meta access is granted).
- Build retargeting audiences from funnel visitors who didn't convert.
Want one for your brand?
If you sell a product to licensed professionals (lash extensions, microblading, color lines, skincare, esthetician training, anything in the same model) and you're leaving Instagram traffic on the table, I can build the same thing for you in 3 weeks.