Conversion Configuration & Lead Response Playbook

LP type: Direct-to-service (no email gate on LP) Primary conversion: Intro call booking via /start/ or Stripe deposit Secondary conversion: Free tool usage (email captured by Edmunds-style gate on tool page) Edge Function: lead-capture (POST to https://api.averyn.app/functions/v1/lead-capture) Database table: marketing.leads (asset = record-vault-lp-records-request)

Conversion Paths

Path A: Intro Call (Primary)

User clicks: "Book a 15-min intro call" -> /start/ What happens:

1. User lands on /start/ intake form
2. Standard intake flow captures name, email, situation summary
3. Team notification fires to hello@averyncare.com
4. Respondent receives confirmation email with scheduling link
5. LP fires cta_click event to all 6 analytics platforms before navigation

Tracking:

• LP-side: cta_click event with cta: 'intro_call_lp_records' (Plausible, GTM, Meta, LinkedIn, UET, Google Ads)
• /start/ page: standard form submission tracking

Path B: Stripe Deposit (Primary)

User clicks: "Reserve now - $199 deposit" -> Stripe Checkout What happens:

1. User lands on Stripe-hosted checkout page
2. On successful payment, Stripe webhook fires
3. Webhook creates lead in marketing.leads and sends team notification
4. LP fires cta_click event to all 6 analytics platforms before navigation

Tracking:

• LP-side: cta_click event with value $199, InitiateCheckout (Meta Pixel)
• Stripe webhook: offline conversion import to Google Ads
• Stripe dashboard: payment confirmation

Path C: Free Tool (Secondary)

User clicks: "Use the free email builder" -> /tools/medical-records-request-email-builder/ What happens:

1. User completes the 4-step email builder wizard
2. Edmunds-style gate activates after completion: name + email required to reveal the generated email
3. Gate submission POSTs to lead-capture Edge Function
4. Lead captured with asset: 'medical-records-request-email-builder', source: 'tool'
5. Tool page fires 6-signal analytics on gate submission

Tracking:

• Tool page: lead_form_submit event with all 6 analytics signals
• localStorage persistence: gate stays unlocked on return visits

Lead Response Playbook

Path A & B Leads (Service Interest)

These leads have demonstrated purchase intent. Response should be prompt and personal.

Immediate (automated)

• Path A: Standard /start/ respondent email with scheduling link
• Path B: Stripe payment confirmation + team notification with deposit details

Day 0: Personal follow-up

• Review the lead source and any UTM params
• If Path A (intro call): confirm the call is scheduled; if not, send a personal email within 4 hours
• If Path B (deposit): send a personal welcome email confirming receipt and next steps within 2 hours
• Tag: source: lp_medical_records_request, intent: high, product: record_vault

Day 1-2: Navigator assignment

• Assign a navigator
• Navigator sends introductory email with what to expect and what to prepare (provider list, authorization docs)
• Include a link to the topic guide: /topics/requesting-medical-records/

Day 3-5: If no response to intro call scheduling

• Follow-up email:

Hi {name},

I wanted to follow up on your interest in the Record Vault. If you're still working through medical records requests, I'd love to have a quick conversation about what you're dealing with and whether we can help.

The call is 15 minutes and there's no obligation. We'll walk through which providers you need records from, what authorizations might be required, and what the timeline looks like.

Book a time that works

In the meantime, if you'd like to start drafting individual requests yourself, our free email builder can help with that too.

• Averyn Care Team

Path C Leads (Free Tool)

These leads used the DIY tool. They may convert to Record Vault if their scope is larger than expected.

Immediate (automated)

• Respondent email delivers confirmation + link back to the tool
• Team notification to hello@averyncare.com

Day 3-5: Value follow-up email (automated via drip-send)

Subject: "How did the records request go, {name}?"

Hi {name},

Were you able to send off your records request? The process can move quickly when it's one provider - but it gets complicated fast when you're dealing with multiple organizations, each with their own release forms, portals, and timelines.

A few things that commonly stall:

• Providers who accept the request but take the full 30 days (or 60 with an extension)
• Authorization paperwork that gets rejected because a signature or date is missing
• Records that arrive in different formats - PDFs, portal exports, paper, CDs - with no way to compare them

If you're managing requests across multiple providers, the Averyn Record Vault might save you weeks of follow-up. A navigator handles every request, tracks every response, and delivers one organized bundle.

The email builder is yours either way. Hope it helped.

• Averyn Care Team

Day 10-14: Soft pitch (automated via drip-send)

Subject: "When one request becomes five"

Hi {name},

Most people start with one records request. Then they realize they also need records from the specialist, the lab, the imaging center, and the home health agency. Each organization has its own process, its own timeline, and its own idea of what "complete" means.

That's exactly what the Averyn Record Vault was built for. Your navigator identifies every source, submits every request, follows up when providers are slow, and organizes what comes back into one structured, portable bundle - with a plain-English summary your next doctor can actually read.

One conversation. One fee. Every record.

Learn about the Record Vault | Book a 15-min intro call

$999 total. $199 deposit reserves your start date.

• Averyn Care Team

Day 30+: Nurture

• Monthly educational emails: related topics (records readiness, portal access, care transitions)
• 1-2 touches per month max
• Don't over-email

Metrics to Track

Future Enhancements

• Remarketing: Create Google Ads audience from LP visitors who did not convert; show RSA 2 (free tool) as remarketing ad
• LP variant with email capture: Test a variant that adds a name+email form to the LP hero (similar to hospital-stay-support pattern) for leads who want more info before committing to a call
• Google Ads offline conversion: Import Stripe deposit completions as offline conversions for smarter bidding
• Performance Max campaign: Test a PMax campaign with the LP as the landing page, using the Sora image as creative