Morrow Atelier turns a panicked 'my wedding is in three weeks and my dress doesn't fit' message into a confirmed, pre-briefed fitting — the bride pins her fit zones on a live 3D gown at midnight, and Mara opens her morning with one prepared case instead of a week of back-and-forth
Early scoring leaned too hard on page visits alone someone reading the pricing page out of curiosity got flagged as ready to buy. Rebuilt the scoring around actual answers, not just clicks.
→ A page visit is curiosity. An answer is intent. They're not the same signal.