Growth Marketing, CRO
A/B Testing and Conversion Rate Optimization
I have extensive experience with experimentation and A/B testing on websites (both with high enough traffic to reach statistical significance in the recommended test time, and sites with moderate traffic numbers), paid ads and social content to improve conversion rate and drive more sales/leads. My experience includes, but is not limited to:
Improving conversion rate both on page and overall on the site by double and triple digits.
Setting up and running on split and multivariate tests using tools like Google Optimize and Optimizely
Identifying high-impact areas of potential growth via analytics tools such as Google Analytics, Adobe Analytics, PowerBI (integrated with Salesforce and other software) Hotjar, and Microsoft Clarity.
Delivering detailed reports on results, including analyzing test outcomes, effects on lead targets, and suggesting future actions.More detailed strategy is available upon request for any of the projects below.
Flywheel Growth Team Testing Framework
My experience includes creating testing frameworks for teams to use, including a comprehensive eight-page CRO testing framework for Flywheel, that included all channels and provided growth marketers the organization and autonomy to identify and communicate areas of opportunity for testing experimentation across the marketing org. A few sample pages are included below.
SQL Form Testing (Signup Form)
This simple test addressed a need to increase the amount of SQLs by targeting the website’s signup form. After analyzing website analytics and user engagement metrics, I recommended a signup process that split the form in two, each portion displayed on its own screen, with “Next” and “Finish” CTAs (see last image for design). I collaborated cross-functionally with the Product team, CS and Onboarding team, Sales team, and worked with designers and developers within the marketing org.
Company: Flywheel
Test Duration: 30 days; after significant results were demonstrated, we implemented the test variant permanently and results continued to increase.
Results: Primary metric - 31% increase in net new SQLs
Messaging on Pricing Page Test
This iterative test was part of an overall business unit initiative to increase the number of Growth Suite products sold. The test primarily measured looked at whether the number of clicks on the tabs increased, and secondarily, an increase in CR in the next funnel stage (app signups) as well as feedback from the sales org and chat requests.
Company: WP Engine
Test Duration: 30 days
Results: Alternative hypothesis was proved. An increase in the primary metric (Clicks), with null impact to secondary metrics: app signups and chat requests. Sales feedback denoted no change to whether this had an impact on prospects’ interest in Growth Suite when engaging in sales conversations. Unfortunately, exact data is no longer available for this test.
