Professional Case Studies
Driving $1.35M in Revenue with Scalable Conversion Optimization
Enrollment Platform | B2C | Higher Education
Role /// Head of Experience & CRO
Client /// National Trade School (Anonymized)
Primary Stakeholders /// CMO, Marketing Director
Driving Conversion & Growth ////////////////////
I designed and executed an end-to-end DX and CRO program that increased conversion rates by 34% and SQL volume by 45%, driving an estimated $1.35 million in incremental annual revenue—equating to a 6.5X return on investment.
IMPACT
Conducted comprehensive market research and geo-targeted persona development, including detailed audience behavior analysis and social channel fit studies.
Developed a scalable landing page strategy with over 100 personalized Instapage experiences optimized for key audience segments.
Led over 40 A/B experiments across channels and target audiences—each delivering measurable lifts in conversion and qualified lead volume.
Designed and executed targeted social media campaigns, including custom copy, animations, and graphics to increase click-through and reduce acquisition costs.
Educated internal teams on CRO best practices, experimentation frameworks, and KPI-driven measurement, moving the business away from vanity metrics.
Developed quarterly DX and CRO roadmaps and led executive reporting and stakeholder alignment.
MY PROCESS
I replaced siloed, ad hoc tactics with a disciplined, research-informed experimentation strategy tied directly to revenue outcomes—building a repeatable system for continuous growth.
What I Changed—and Why It Worked ////////////////////
+34% average landing page conversion uplift
+45% increase in qualified leads (SQLs)
6.5X return on investment over 12 months
Improved marketing efficiency and reduced reliance on unqualified volume
OUTCOMES
What Limited Results Before
The team lacked experience creating scalable testing programs and had no internal frameworks to prioritize experiments, forecast impact, or connect conversion gains to business KPIs.
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