Landing page performance was inconsistent across campaigns due to a lack of standardized testing framework. Teams relied on subjective decisions, leading to missed optimization opportunities and inefficient spend.
Role
Led the development and rollout of a structured landing page testing system and process for the department to use across all client accounts.
From not using the right data to inform what to test, to a lack of testing cadence, better campaign alignment, team communication, the list goes on... the entire operational approach to testing needed to be tackled and clearly defined.
-Daniel
Approach
Built a repeatable testing framework to standardize a method for ideation, hypothesis generation, identifying proper metrics and conversion action to track, and how to provide actionable results.
Ensured testing efforts were prioritized around projected impact and scalability, aligning experimentation with client goals.
Built an operational testing process that included tracking spreadsheets, naming conventions, heatmapping informed decisions, test documentation, and clear cross-department communication and consistent execution across platforms like Unbounce.
Results
Improved ability to identify high-performing concepts and scale them.
Reduced guesswork in landing page testing decision-making and created more targeted experiments with more clear outcomes.
Contributed to measurable performance lifts across multiple accounts with stronger conversion lifts, lower CPA and higher ROAS.
A clearer testing structure paved the way for a stronger testing cadence and routine of providing results.
