Led the product marketing team for growth on the retail / POS (point of sale; in person) line of business. Delivered positioning, messaging, product experiments, and strategy for growth through various channels (website, sales collateral, email, presentations, the funnel), providing innovative global commerce solutions.
A/B Testing and Redesigning Acquisition LP’s
Project Background The existing landing pages for our paid campaigns and organic traffic were not converting at the level we expected. This posed a challenge that required our collective problem-solving skills. We had many hypotheses, such as the pages being too dark with the black color scheme.
Objective Create and test landing pages to see if we could drive a higher conversion rate than we were seeing from the existing incoming traffic.
Success Criteria •Drive higher CTR than baseline •Convert more leads from CTs than baseline
Outcome •CTR improved by 30% •Lead conversion improved by 20%
Evolving Email Strategy
Project Background I identified the existing email campaigns upon registration (onboarding journey drip campaigns) were not performing. We were sending 13 emails (1 every day after registration) without customer segmentation. The open rates and CTR’s quickly degraded with each email sent.
Objective Experiment with “trigger” emails to send when a customer takes a specific action where we then send an email to get them to take another action moving them further down the funnel. Hypothesis was that these were more relevant and “segmented” based on user action.
Success Criteria •Drive higher CTRs than “Onboarding” drip campaigns •Convert more leads than “Onboarding” drip campaigns
Outcome •Drove a 50% improvement in conversion down the funnel •CTRs were significantly higher than “Welcome” drips •Disabled “Onboarding” drip campaign to revisit at later date when we were able to add events and segment appropriately •Kept “day 0” Onboarding post registration email
