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A/B Testing & Conversion Rate Optimization
Growth Experimentation / Conversion Optimization / Customer Journey Strategy
Supported data-driven experimentation across campaign creatives, promotional offers, audience configurations, and landing-page experiences to identify opportunities for stronger customer engagement and conversion.
⭐ **Description**
Supported growth experimentation initiatives designed to improve the customer journey from campaign discovery through product exploration and purchase.
Worked on test landing-page configurations, personalized content treatments, audience tagging, merchandising layouts, navigation, and search-related elements. Supported experiments involving promotional messaging, creative variations, and audience configurations to evaluate how different customer experiences could influence engagement.
For the Back-to-School campaign, contributed to landing-page experimentation involving background imagery, navigation, search functionality, and curated product collections.
Used SQL-based reporting workflows and campaign dashboards to review impressions, click-through rates, conversion-related metrics, and transaction performance. Connected campaign observations with opportunities to refine targeting, creative messaging, and merchandising.
Supported cross-functional coordination to ensure experimental configurations were implemented and quality-checked before campaign activation.
⭐ **Strategic Impact**
✨ Contributed to growth initiatives associated with a reported 17% conversion improvement, pending confirmation of attribution and measurement period.
✨ Supported structured experimentation across creatives, offers, landing pages, and customer journeys.
✨ Strengthened the connection between campaign hypotheses, execution, and performance measurement.
✨ Helped identify opportunities to improve promotional relevance and product discovery.
✨ Supported more informed decisions around customer targeting and campaign creative.
✨ Applied performance insights to recommendations for subsequent campaign iterations.
✨ Contributed to a data-driven approach to ecommerce conversion optimization.