A download target and a registration step that felt like admin were both described as engagement problems, and the reflex was to add tactics. But no tactic owned a step or a handover, so two stages did the same job and one was missing entirely. Give each stage one job: how the right person discovers it, the single entry point, the useful thing they actually do, a reason to come back or identify themselves, the route to a demonstration or a sale, and what is followed up and learned.
What will they see? What will they do? Why would they do it? What happens next? What do we measure?
Related problem: 500,000 downloads is a target →Related problem: registration looked like admin →Discoverhow the right person encounters it
Enterone entry point, not five
Doa useful action or experience
Continuea reason to return or identify
Buydemonstration, sale or result
Follow upwhat was learned, what happens next
See / do / why / next / measure — answer all five or it is still a list.