Professional Case Studies
Transforming Conversion Strategy to Drive Sustained Revenue Growth
Consumer Finance Platform | B2C | Financial Services
Role /// Head of Experience & CRO
Client /// National Financial Services Provider (Anonymized)
Primary Stakeholders /// CMO, Marketing Director
Driving Conversion & Growth ////////////////////
Over several years, I led a comprehensive digital experience and conversion optimization program that increased conversion rates across product lines by 20% on average, improved paid media performance, and built a scalable experimentation framework—unlocking seven-figure incremental revenue impact with each additional conversion point.
IMPACT
Conducted extensive geo-targeted market research, persona development, and behavioral analysis to inform product positioning and audience segmentation.
Developed and executed a scalable landing page and content strategy optimized for debt consolidation and structured settlement products.
Designed and led over 40 A/B experiments across acquisition channels and audience segments—each producing measurable conversion and lead gains.
Educated internal teams on CRO best practices, experimentation design, and KPI-driven measurement—shifting focus from vanity metrics to qualified leads and revenue.
Developed targeted social media campaigns with personalized content to increase CTR and reduce CPC.
Created a full-site redesign sitemap and SEO strategy aligned with transactional intent and audience search behavior.
Led executive-level communications, reporting, and quarterly strategic planning with C-suite stakeholders.
MY PROCESS
Unlike previous initiatives that relied on surface-level tactics, I built an end-to-end conversion strategy rooted in customer research, iterative testing, and clear revenue accountability—transforming digital marketing from ad hoc to systematic.
What I Changed—and Why It Worked ////////////////////
+20% average conversion uplift across core product lines
Sustained improvement in qualified lead volume and close rates
Seven-figure incremental revenue impact from optimized acquisition
Significant reduction in cost per acquisition through testing and content personalization
OUTCOMES
What Limited Results Before
The team lacked established experimentation workflows and had never built a cross-functional DX strategy tied directly to business KPIs, requiring outside leadership to drive alignment and execution.
Ready to transform your conversion strategy into a repeatable revenue engine? Let’s connect