Professional Case Studies
Building a Scalable Optimization Engine for Sustainable Conversion Growth
Insurance Platform | B2C | Insurance
Role /// Head of Experience & CRO
Client /// National Insurance Provider (Anonymized)
Primary Stakeholder /// CMO
Driving Conversion & Growth ////////////////////
I created a foundation for customer-centric optimization by developing scalable content frameworks and campaign-specific landing experiences—driving modeled conversion improvements of up to 25% while increasing internal DX maturity and operational readiness.
IMPACT
Assessed organizational readiness and defined the most effective phase for impact (prioritizing optimization over experimentation due to high volatility in product and brand positioning).
Educated internal stakeholders on digital experience strategy, the value of customer-centered CRO, and the mindset shift from “winning tests” to continuous learning.
Developed a scalable landing page and content framework in Instapage, tailored for paid search campaigns based on query and keyword volume rather than defaulting to generic brand messaging.
Delivered training and documentation to build long-term capability and adoption of more rigorous optimization workflows.
Established clear KPIs and measurement approaches to improve accountability and track progress over time.
MY PROCESS
Instead of pushing for complex experimentation in a disorganized environment, I designed a pragmatic optimization strategy that delivered results fast while laying the groundwork for future maturity.
What I Changed—and Why It Worked ////////////////////
Up to 25% conversion rate uplift across paid search campaigns
Significant improvements in campaign efficiency and lead quality
Enhanced internal confidence and capability to manage and scale content testing
Clear roadmap to evolve from optimization to experimentation
OUTCOMES
What Limited Results Before
The internal team lacked both the knowledge and operational processes to move beyond generic landing pages and reactive marketing. They needed outside leadership to bridge skill gaps and accelerate readiness.
Want to build a conversion strategy that meets you where you are—and scales as you grow? Tell me what’s not working—I’ll help you fix it.