Crowdhouse
This project focused on improving conversion rate across key pages by applying CRO principles and running structured A/B tests. I reviewed the funnel, identified drop-off points, and created hypotheses around messaging, layout, hierarchy, and calls-to-action. We tested variations (e.g., headline value proposition, CTA wording/placement, trust signals, and section order) and iterated based on results. The outcome was a clearer page structure, stronger guidance toward the primary action, and a more measurable approach to design decisions through experimentation.
Objective: Increase conversion rate on key landing pages by reducing friction and validating UX/copy changes through structured A/B testing (CTA, value proposition, trust signals, and page hierarchy).
I owned the UX redesign with a clear CRO focus. I analyzed the existing funnel using qualitative research and behavioral data (heatmaps, scroll depth, click patterns) to understand where users dropped off and which elements were underperforming. I translated these insights into design hypotheses, produced prototypes and high-fidelity mockups, and partnered with stakeholders to run structured A/B tests in Optimizely. Iterations focused on simplifying the user journey, improving information hierarchy, and strengthening conversion-oriented CTAs.
Outcome: A conversion-focused page experience validated through A/B testing. Winning variants improved clarity of the value proposition, strengthened trust signals, and made the primary CTA more prominent—resulting in a smoother, lower-friction journey from landing to sign-up.
The final concept was implemented on the platform, establishing a modernized design direction and improving the clarity of the user journey with a stronger focus on conversion.
