The challenge
Create a systematic process to optimize JOTA's B2B lead conversions, using data to support design decisions and increase campaign effectiveness.
Create a systematic process to optimize JOTA's B2B lead conversions, using data to support design decisions and increase campaign effectiveness.
Landing page example
The concept
I led the initiative to establish an A/B testing culture focused on CRO (Conversion Rate Optimization), implementing incremental and measurable changes that allowed us to precisely identify which design elements have the greatest impact on conversions.
I led the initiative to establish an A/B testing culture focused on CRO (Conversion Rate Optimization), implementing incremental and measurable changes that allowed us to precisely identify which design elements have the greatest impact on conversions.
One of the first hypotheses: "Does an orange button perform better?" Yes, but only 2% more.
The job
Implemented the methodology using RD Station and presented the scope to marketing and audience teams. We developed a testing protocol with clear hypotheses, like:
Implemented the methodology using RD Station and presented the scope to marketing and audience teams. We developed a testing protocol with clear hypotheses, like:
> Literal text vs. advertising text
> Impact of different types of images
> Positioning of page elements
Over the course of implementation, we conducted 20 tests reaching an average of 1,450 unique visitors per test. Throughout this period, I was also responsible for training and developing the design team on A/B testing practices.
"Limited spots tag works?" Maybe. Data was inconclusive.
The results
Here's what we observed in tests after six months:
Here's what we observed in tests after six months:
+40% conversion using topics instead of paragraph text
+21% conversion using compositions instead of photos
+16% conversion with conceptual images vs. content prints
+5% conversion positioning text before image
"Images before text work better?" No. 5% more with the opposite.
Business impact
> Established knowledge base for design decisions
> Replicable process implemented across the company
> Data-driven culture consolidated in the department
"Topics better than running text?" Absolutely. 40% more.
Credits
Product Director: Paty Gomes
Design Coordinator & Senior Designer: Lucas Gomes
Mid-level Designer: Gabriella Sales
Design Intern: Ca Aulucci
Marketing Copywriter: Leonardo Saldiva
Performance Analyst: Alessandro Farias
Marketing Analyst: Rodrigo Neitzl
Product Director: Paty Gomes
Design Coordinator & Senior Designer: Lucas Gomes
Mid-level Designer: Gabriella Sales
Design Intern: Ca Aulucci
Marketing Copywriter: Leonardo Saldiva
Performance Analyst: Alessandro Farias
Marketing Analyst: Rodrigo Neitzl
