Find the Broken Step Challenge

What You'll Be Doing

Wickfield sells bookkeeping and cash-flow software to small services businesses. Starter is $79/month, Pro is $249/month, gross margin is 78%.

You own paid search. Here is last week’s funnel for one campaign — Google Search, non-brand, the “bookkeeping software for contractors” ad group. Spend that week was $46,300.


Step	Count	Step conversion
Impressions	412,000	—
Clicks	8,240	2.0% CTR
Landing page views	7,910	96.0%
Trial signup started	1,183	15.0%
Trial signup completed	402	34.0%
Activated (connected a bank account)	289	71.9%
Paid conversion by day 30	41	14.2%

For comparison: on the brand campaign, signup started → completed runs at 78%. Site-wide across all sources it is 74%.

Four more things you know:

On July 14, engineering added a required Business EIN field to the signup form, because the new bank-connection partner requires it for accounts that link a business bank account. Most sole-proprietor contractors do not have an EIN.
The ad copy running in this ad group — drafted by your AI copy workflow and approved by you — leads with “Set up in 60 seconds. No paperwork.”
68% of this campaign’s traffic is mobile. The signup form is eleven fields on a single screen.
The signup_started event fires when the form renders, not when the user types anything.

You are the growth marketer who owns this. Write a short note for your head of marketing.

Constraints to consider

The EIN field cannot be removed this quarter. It is a requirement from the bank-connection partner, and that contract is signed.
You have no engineering time until the next sprint. Your paid media contractor has three hours a week. One change, not three.
Finance and legal have told you the signup flow cannot make any promise about approval or setup times.
The campaign budget is committed for the quarter. You cannot pause it or move it to another channel.
At this traffic volume, you have ten business days to know whether your change worked. Say how you would know.

AI Usage Guidance

We expect you to use AI tools. We evaluate how you use them — not whether you use them. Evidence of iteration, redirection, and critical evaluation scores higher than a polished output with no process documentation.

The single highest-signal indicator: your video answer to the mandatory AI question. If you cannot name a specific moment where you redirected AI output, evaluators will assume you did not.

Mandatory AI question for your video: Walk me through one moment where you disagreed with, pushed back on, or redirected what the AI gave you — and what you did instead. Name the specific moment. Explain what the AI produced that didn’t meet the bar, what you did differently, and why.

Communication clarity matters for this role. We assess structure, stakeholder awareness, and ability to simplify complex ideas — not presentation style or accent.

Submission: Upload each deliverable as a separate file directly on the Provn platform.

What You'll Accomplish

Locate the broken step in a funnel by comparing against a benchmark rather than by picking the lowest number

Separate a conversion problem from a measurement problem in the same data set

Scope a single change within a fixed vendor and engineering constraint

State how a change will be read at a known traffic volume, including whether the volume is sufficient

Communicate a funnel diagnosis to a marketing lead in under four minutes

How Your Work Will Be Scored

Funnel Diagnosis: Finds the broken step by benchmark comparison, separates the distinct problems in the data, and ranks them AI Leverage & Automation: Treats the AI-drafted ad copy as a system output to be judged, and connects the promise it made to the funnel result Video Walkthrough & Communication: Gives a marketing lead a ranked diagnosis and a decision in under four minutes AI Fluency: Shows directed, iterative, critically evaluated AI use

What to Submit

File 1 — Diagnosis Note

Document · 250 words max, one pageRequired

Format: .pdf, .doc, .docx, .rtf, .txt, .md

Where the funnel is broken, every distinct problem you can see, which one you would fix first, and why.

File 2 — README Document

DocumentRequired

Format: .pdf, .doc, .docx, .rtf, .txt, .md

Three required sections:

Section A — Written analysis: the one change you would ship, and what you are consciously not fixing. 150–250 words.
Section B — Your read plan: the metric you would move, the size of effect you would need to see, how you would read it in ten business days at roughly 8,200 clicks and 400 completed signups per week, and the result that would make you revert the change.
Section C — AI Usage Log (Mandatory): This is not a trick. We want to see how you work with AI — not whether you used it. In a short section of your README, document your AI collaboration process. For each significant interaction with an AI tool, briefly note: what you asked the AI to help with / what it gave you / what you kept, changed, or rejected — and why. Three interactions documented is sufficient. The log does not need to be exhaustive.

File 3 — Video Walkthrough

Video · 3–4 minutesRequired

Format: .mp4, .mov, .webm

Record as MP4 or MOV and upload directly on the Provn platform as a separate file.

Cover: (1) the problems you found, ranked, ~60 sec; (2) the one change and how you’d read it in ten days, ~60 sec; (3) the mandatory AI question, ~60 sec; (4) what you’d check next with more time, ~30 sec. Speak naturally — we’re assessing your thinking, not verbal polish.