Conversion Optimization

Their sign-up and onboarding were largely unchanged for years; they had ideas but no disciplined testing. We set up an optimisation programme: defined key metrics (sign-up rate, activation rate, time to value), ran a baseline analysis to find the biggest leaks, and designed and executed A/B tests on landing page, sign-up form, and first-use flow. We used their existing analytics and added tests where needed; we also established a simple process for prioritising and reviewing tests.

Over two quarters they ran 20+ tests; several produced significant lifts in sign-up or activation. They’ve since built an internal testing practice using the same framework and tooling.