Over the course of leading conversion rate optimization efforts, I’ve run and overseen hundreds of A/B and multivariate tests across high-traffic digital properties. These experiments spanned pricing presentation, messaging hierarchy, UX patterns, form flows, and landing page design, all grounded in a structured testing roadmap and clear success metrics. Each test was designed to answer a specific business question while minimizing risk to the core experience.

Across this body of work, the program delivered an average win rate of 27.5%, reflecting a disciplined approach to hypothesis development, prioritization, and statistical rigor. Wins were systematically rolled into the core experience, compounding over time rather than relying on one-off optimizations. This approach ensured learnings were durable, scalable, and reusable across channels and pages.

In aggregate, these efforts contributed to approximately $18M in incremental revenue impact and a 9% increase in site conversion rate. More importantly, the testing program helped build a culture of evidence-based decision-making, aligning product, marketing, and engineering teams around measurable outcomes instead of opinions. The result was not just stronger performance, but a repeatable optimization engine that continues to drive growth.