Despite attracting more top‐of‐funnel token buyers than any other project I'd seen at the time, the UX of buying the actual Civil token involved too many steps for non‐Web3 users, and they fell out of the funnel (the Web3 marketing funnel is the subject of Part 3 of this book). Web3 marketers shouldn't count on an audience that's never exhibited a behavior in the past, such as buying a token, suddenly taking that action on launch day. Wherever an audience is being asked to do something new, marketers should test and optimize the funnel to make sure it's actually converting. What happens on
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