Growth Optimization Case Study
Optimizing Google Ads Signup Flow: Applying Learnings for 66% Uplift
After diagnosing critical flaws in a previous product tour experiment, applied those learnings to redesign Google Ads pages. Better targeting, above-fold placement, and value demonstration drove 66% signup growth through iterative testing.
Experiment Lead
A/B Testing
Growth Design
B2B SaaS
Mobile & Desktop
Product
Google Ads Pages
What I Did
Design & Experimentation
Role
Product Designer
Impact
+66% Signups
Google Ads Landing Page Redesign
Applied learnings from the board experiment to redesign Google Ads pages—driving a 66% signup increase through improved targeting and value demonstration.
Treatment B shown—combined animations and social proof for best results
Background
Building on Previous Learnings
Background
Building on Previous Learnings
The board experiment revealed critical methodology flaws: poor targeting, below-fold placement, and weak exposure tracking. We applied these learnings to Google Ads landing pages—a higher-traffic opportunity.
The existing paid product tour had conversion issues across platforms. Mobile users had to scroll to find the signup form. Desktop lacked compelling product demonstrations to convert high-intent paid traffic.
Key Learnings from Board Experiment
•
Target only new users to measure true impact on signup rates
•
Position key interactions above the fold for maximum visibility
•
Fire exposure events only when users engage with treatment
•
Show product value immediately to reduce signup friction
The Opportunity
Google Ads pages received significant paid traffic but converted poorly compared to organic pages. By redesigning both platforms to prioritize signup forms and demonstrate product value more effectively, we could reduce friction and increase conversions from this high-intent audience.
Goal: Design optimized experiences across mobile and desktop that apply board experiment learnings to increase signup rates from paid traffic.
The Solution
Design Process
Parallel Experiments: Mobile & Desktop
Launched parallel experiments for mobile and desktop. Mobile required layout optimization to bring the signup form above the fold. Desktop needed more compelling product demonstrations through animations and social proof.
Mobile: Layout Optimization
On mobile, the primary issue was visibility. Users had to scroll past a large product screenshot to reach the signup form, creating unnecessary friction for high-intent paid traffic.
Control
Jira Software
Included in free plan
⌄
Large product screenshot pushes form below viewport
Treatment
Jira Software
Work email
Or sign up with
✓ Form immediately visible
Condensed hero, form prioritized above fold
Desktop: Value Demonstration
Desktop users had more screen real estate, so the challenge wasn't visibility—it was demonstrating product value compellingly enough to motivate signups. We tested two approaches: Treatment A (static improvements) versus Treatment B (dynamic animations with social proof).
Control
- •Large signup modal dominates layout
- •Small product screenshot (left side)
- •Static presentation
Treatment A
- •Compact signup modal (left side)
- •Larger product showcase (right side)
- •Streamlined signup flow
- •Focus on product value
Treatment B
- •Compact signup + social proof
- •Interactive product demo
- •Logo carousel for brand credibility
- •Engaging user experience
Hypothesis:
Each platform had distinct friction points. Mobile users abandoned when the signup form was buried—bringing it above the fold would reduce drop-off.
Desktop users needed more value demonstration—animated demos and social proof would build credibility better than static screenshots.
Design Decisions
Platform-specific optimization:
Addressed unique friction points for each platform rather than one-size-fits-all approach.
Above-the-fold priority:
Applied learning from board experiment to ensure signup forms were immediately visible.
Progressive enhancement:
Tested static improvements first, then added animations to isolate impact.
Collaboration
Worked closely with PM to develop hypotheses for both platforms. Partnered with Engineering to ensure animations performed well without impacting page load. Content Design refined form copy and microcopy throughout the flow.
Cross-functional Partners:
PM, Engineering, Content Design
Testing Phase 1
Initial Experiment Results
High Engagement, Low Conversion
Strong increases in signup starts across mobile and desktop. Users engaged with the experience but dropped off before completing—actual conversion rates didn't reach statistical significance.
Mobile Results
Form repositioning increased signup funnel entry with dramatic improvements in engagement metrics. However, completion rates didn't reach statistical significance.
Account Creation Starts
+69.7%
Site Naming Page Visits
+24.8%
OTP Screen Views
+66.9%
Completed Signups
+1.8% (Not Statsig)
Desktop Results
Both treatments improved funnel entry (+14-20%) but completed signups remained flat or declined.
Treatment A (Larger product screenshot)
Account Creation Starts
+14.9%
OTP Screen Views
+24.6%
Completed Signups
-4.5% (Significant)
Treatment B (Animations + social proof)
Account Creation Starts
+20.0%
OTP Screen Views
+29.0%
Completed Signups
-0.9% (Not Statsig)
The Pattern We Noticed
Users successfully entered the signup flow—we'd removed the initial friction—but dropped off during the site naming step. The redesigned pages got users to the signup process, but didn't get them through it.
Hypothesis: Redirecting users back to the paid product tour mid-signup created confusion and broke the flow. Users expected a linear signup experience but encountered an unexpected detour.
Growth Optimization Case Study
Optimizing Google Ads Signup Flow: Applying Learnings for 66% Uplift
After diagnosing critical flaws in a previous product tour experiment, applied those learnings to redesign Google Ads pages. Better targeting, above-fold placement, and value demonstration drove 66% signup growth through iterative testing.
Experiment Lead
A/B Testing
B2B SaaS
Growth Design
Mobile & Desktop
Product
Google Ads Pages
What I Did
Design & Experimentation
Role
Product Designer
Impact
+66% Signups
Background
Building on
Previous Learnings
The board experiment revealed critical methodology flaws: poor targeting, below-fold placement, and weak exposure tracking. We applied these learnings to Google Ads landing pages—a higher-traffic opportunity.
The existing paid product tour had conversion issues across platforms. Mobile users had to scroll to find the signup form. Desktop lacked compelling product demonstrations to convert high-intent paid traffic.
Key Learnings from Board Experiment
•
Target only new users to measure true impact on signup rates
•
Position key interactions above the fold for maximum visibility
•
Fire exposure events only when users engage with treatment
•
Show product value immediately to reduce signup friction
The Opportunity
Google Ads pages received significant paid traffic but converted poorly compared to organic pages. By redesigning both platforms to prioritize signup forms and demonstrate product value more effectively, we could reduce friction and increase conversions from this high-intent audience.
Goal: Design optimized experiences across mobile and desktop that apply board experiment learnings to increase signup rates from paid traffic.
The Solution
Design Process
Parallel Experiments: Mobile & Desktop
Launched parallel experiments for mobile and desktop. Mobile required layout optimization to bring the signup form above the fold. Desktop needed more compelling product demonstrations through animations and social proof.
Mobile: Layout Optimization
On mobile, the primary issue was visibility. Users had to scroll past a large product screenshot to reach the signup form, creating unnecessary friction for high-intent paid traffic.
Control
Jira Software
Included in free plan
⌄
Large product screenshot pushes form below viewport
Treatment
Jira Software
Work email
Or sign up with
✓ Form immediately visible
Condensed hero, form prioritized above fold
Desktop: Value Demonstration
Desktop users had more screen real estate, so the challenge wasn't visibility—it was demonstrating product value compellingly enough to motivate signups. We tested two approaches: Treatment A (static improvements) versus Treatment B (dynamic animations with social proof).
Hypothesis:
Each platform had distinct friction points. Mobile users abandoned when the signup form was buried—bringing it above the fold would reduce drop-off.
Desktop users needed more value demonstration—animated demos and social proof would build credibility better than static screenshots.
Design Decisions
Platform-specific optimization:
Addressed unique friction points for each platform rather than one-size-fits-all approach.
Above-the-fold priority:
Applied learning from board experiment to ensure signup forms were immediately visible.
Progressive enhancement:
Tested static improvements first, then added animations to isolate impact.
Collaboration
Worked closely with PM to develop hypotheses for both platforms. Partnered with Engineering to ensure animations performed well without impacting page load. Content Design refined form copy and microcopy throughout the flow.
Cross-functional Partners:
PM, Engineering, Content Design
Testing Phase 1
Initial Experiment Results
High Engagement, Low Conversion
Strong increases in signup starts across mobile and desktop. Users engaged with the experience but dropped off before completing—actual conversion rates didn't reach statistical significance.
Mobile Results
Form repositioning increased signup funnel entry with dramatic improvements in engagement metrics. However, completion rates didn't reach statistical significance.
Account Creation Starts
+69.7%
Site Naming Page Visits
+24.8%
OTP Screen Views
+66.9%
Completed Signups
+1.8% (Not Statsig)
Desktop Results
Both treatments improved funnel entry (+14-20%) but completed signups remained flat or declined.
Treatment A (Larger product screenshot)
Account Creation Starts
+14.9%
OTP Screen Views
+24.6%
Completed Signups
-4.5% (Significant)
Treatment B (Animations + social proof)
Account Creation Starts
+20.0%
OTP Screen Views
+29.0%
Completed Signups
-0.9% (Not Statsig)
The Pattern We Noticed
Users successfully entered the signup flow—we'd removed the initial friction—but dropped off during the site naming step. The redesigned pages got users to the signup process, but didn't get them through it.
Hypothesis: Redirecting users back to the paid product tour mid-signup created confusion and broke the flow. Users expected a linear signup experience but encountered an unexpected detour.
The Breakthrough
Journey Optimization
After designing the initial page redesigns, I partnered with PM, Engineering, and Marketing to analyze the mixed results. Funnel analysis revealed users were dropping off after site naming—they were being redirected back to the product tour instead of continuing to signup. I designed the optimized journey flow to eliminate this friction.
The Problem vs. The Solution
Original Flow (Problem)
Land on Product Tour
↓
Click "Get Started"
↓
Name Your Site
↓
Redirected BACK to Product Tour
↓
Drop off (confused/distracted)
Users lost momentum when redirected back to marketing content mid-signup
Optimized Flow (Solution)
Land on Product Tour
↓
Click "Get Started"
↓
Name Your Site
↓
Continue to /try/cloud/signup
↓
Complete Signup
Linear flow maintained user intent and drove 66% more completions
The Key Insight
Our initial experiments successfully reduced friction at the TOP of the funnel by making signup forms more prominent. But we introduced new friction in the middle of the funnel by disrupting the user's journey with an unnecessary redirect. The journey optimization removed this friction point, allowing users to flow seamlessly from intent to completion—resulting in the 66% signup increase.
Impact
Final Results &
Business Impact
Journey Optimization: Major Success
66%
SIGNUP INCREASE
By combining the redesigned landing pages with an optimized signup journey, we transformed mixed initial results into a significant business win.
Reduced page-level friction + streamlined journey flow drove dramatic conversion improvements from paid traffic.
Why the Iteration Worked
01
Removed Journey
Eliminated the confusing redirect that broke user momentum mid-signup.
02
Maintained Page
Kept the successful page redesigns that increased funnel entry and paired them with better flow.
03
Holistic Thinking
Optimized both individual touchpoints AND the connections between them.
Immediate Impact
✓
66% increase in completed signups from paid traffic
✓
Significantly improved ROI on Google Ads spend
✓
Validated iterative testing approach for growth team
Long-term Value
✓
Established journey-level thinking across growth experiments
✓
Created reusable patterns for other landing pages
✓
Proved value of post-experiment iteration and analysis
Productionization
After validating the results, we rolled out the optimized experience to 100% of paid traffic across mobile and desktop.
Scaled Impact
Journey optimizations influenced signup flow design across multiple product entry points.
Team Learning
Established framework for evaluating complete user journeys, not just individual page performance.
Reflection
Key Takeaways
Skills Demonstrated
01
Learning from mixed results
Didn't stop at 'not statistically significant'—analyzed the complete user journey to find the real problem
02
Journey-level thinking
Recognized that optimizing individual pages isn't enough—connections between pages matter
03
Data-driven iteration
Used funnel analytics to identify specific drop-off points and hypothesize solutions
04
Cross-platform optimization
Addressed platform-specific needs while maintaining consistent journey optimization
Impact Beyond This Project
01
Framework for future experiments
Established approach for evaluating both page-level AND journey-level metrics
02
Improved marketing efficiency
66% signup uplift directly improved return on paid advertising investment
03
Reusable journey patterns
Journey optimization principles applied to other signup flows across the product
04
Cultural shift
Changed how the growth team approaches optimization—from page-level to complete user experiences
Learning from Mixed Results
This project demonstrated that initial "mixed results" often contain valuable insights. Our first experiments successfully reduced friction at page entry but inadvertently created new friction mid-journey. Rather than declaring the hypothesis failed, we looked at the complete user flow and identified where users were actually getting stuck.
The breakthrough came from examining the complete journey: users weren't failing because the page designs were wrong—they were failing because we disrupted their momentum with an unnecessary redirect.
The key lesson: successful optimization requires understanding not just how users interact with individual pages, but how they move through complete experiences. Sometimes the biggest wins come not from redesigning what users see, but from removing obstacles between steps.
Growth Optimization Case Study
Optimizing Google Ads Signup Flow: Applying Learnings for 66% Uplift
After diagnosing critical flaws in a previous product tour experiment, applied those learnings to redesign Google Ads pages. Better targeting, above-fold placement, and value demonstration drove 66% signup growth through iterative testing.
Experiment Lead
A/B Testing
Growth Design
B2B SaaS
Mobile & Desktop
Product
Ads Pages
What I Did
Design
& Exprimentation
Role
Product
Designer
Impact
+66% Signups
Background
Building on Previous Learnings
After the interactive board experiment revealed critical
methodology issues—poor targeting, below-the-fold
placement, and diluted exposure tracking—the team
wanted to apply these learnings to a higher-traffic
opportunity: Google Ads landing pages.
The existing paid product tour showed a small product
screenshot beside a signup form. On mobile, users had
to scroll below the fold to even see the form, creating
friction in the signup flow and missing opportunities to
convert paid traffic.
Key Learnings from Board Experiment
•
Target only new users to measure true impact on signup
rates
•
Position key interactions above the fold for maximum
visibility
•
Fire exposure events only when users engage with
treatment
•
Show product value immediately to reduce signup
friction
The Opportunity
Google Ads pages received significant paid traffic but had lower conversion rates than organic pages. The hypothesis: by
redesigning the mobile experience to show the signup form without scrolling and pairing it with an animated product demo,
we could reduce friction and increase signups from this high-intent audience.
Goal:
Design an optimized mobile experience that applies board experiment learnings to increase signup rates from paid traffic.
The Breakthrough
Journey Optimization
After designing the initial page redesigns, I partnered with PM, Engineering, and Marketing to analyze the mixed results. Funnel analysis revealed users were dropping off after site naming—they were being redirected back to the product tour instead of continuing to signup. I designed the optimized journey flow to eliminate this friction.
The Problem vs. The Solution
Original Flow (Problem)
Land on Product Tour
↓
Click "Get Started"
↓
Name Your Site
↓
Redirected BACK to Product Tour
↓
Drop off (confused/distracted)
Users lost momentum when redirected back to marketing content mid-signup
Optimized Flow (Solution)
Land on Product Tour
↓
Click "Get Started"
↓
Name Your Site
↓
Continue to /try/cloud/signup
↓
Complete Signup
Linear flow maintained user intent and drove 66% more completions
The Next Iteration: Actual Implementation
With the problem identified, I designed Treatment A to remove the redirect entirely. Instead of bouncing users back to the product tour, the new flow sent them directly to signup completion.
The Key Insight
Our initial experiments successfully reduced friction at the TOP of the funnel by making signup forms more prominent. But we introduced new friction in the middle of the funnel by disrupting the user's journey with an unnecessary redirect. The journey optimization removed this friction point, allowing users to flow seamlessly from intent to completion—resulting in the 66% signup increase.
Impact
Final Results & Business Impact
Journey Optimization: Major Success
66%
SIGNUP INCREASE
By combining the redesigned landing pages with an optimized signup journey, we transformed mixed initial results into a significant business win.
Reduced page-level friction + streamlined journey flow drove dramatic conversion improvements from paid traffic.
Why the Iteration Worked
01
Removed Journey
Eliminated the confusing redirect that broke user momentum mid-signup.
02
Maintained Page
Kept the successful page redesigns that increased funnel entry and paired them with better flow.
03
Holistic Thinking
Optimized both individual touchpoints AND the connections between them.
Immediate Impact
✓
66% increase in completed signups from paid traffic
✓
Significantly improved ROI on Google Ads spend
✓
Validated iterative testing approach for growth team
Long-term Value
✓
Established journey-level thinking across growth experiments
✓
Created reusable patterns for other landing pages
✓
Proved value of post-experiment iteration and analysis
Productionization
After validating the results, we rolled out the optimized experience to 100% of paid traffic across mobile and desktop.
Scaled Impact
Journey optimizations influenced signup flow design across multiple product entry points.
Team Learning
Established framework for evaluating complete user journeys, not just individual page performance.
Reflection
Key Takeaways
Skills Demonstrated
01
Learning from mixed results
Didn't stop at 'not statistically significant'—analyzed the complete user journey to find the real problem
02
Journey-level thinking
Recognized that optimizing individual pages isn't enough—connections between pages matter
03
Data-driven iteration
Used funnel analytics to identify specific drop-off points and hypothesize solutions
04
Cross-platform optimization
Addressed platform-specific needs while maintaining consistent journey optimization
Impact Beyond This Project
01
Framework for future experiments
Established approach for evaluating both page-level AND journey-level metrics
02
Improved marketing efficiency
66% signup uplift directly improved return on paid advertising investment
03
Reusable journey patterns
Journey optimization principles applied to other signup flows across the product
04
Cultural shift
Changed how the growth team approaches optimization—from page-level to complete user experiences
Learning from Mixed Results
This project demonstrated that initial "mixed results" often contain valuable insights. Our first experiments successfully reduced friction at page entry but inadvertently created new friction mid-journey. Rather than declaring the hypothesis failed, we looked at the complete user flow and identified where users were actually getting stuck.
The breakthrough came from examining the complete journey: users weren't failing because the page designs were wrong—they were failing because we disrupted their momentum with an unnecessary redirect.
The key lesson: successful optimization requires understanding not just how users interact with individual pages, but how they move through complete experiences. Sometimes the biggest wins come not from redesigning what users see, but from removing obstacles between steps.
Google Ads Landing Page Redesign
Applied learnings from the board experiment to redesign Google Ads pages—driving a 66% signup increase through improved targeting and value demonstration.
Treatment B shown—combined animations and social proof for best results
Background
Building on Previous Learnings
The board experiment revealed critical methodology flaws: poor targeting, below-fold placement, and weak exposure tracking. We applied these learnings to Google Ads landing pages—a higher-traffic opportunity.
The existing paid product tour had conversion issues across platforms. Mobile users had to scroll to find the signup form. Desktop lacked compelling product demonstrations to convert high-intent paid traffic.
Key Learnings from Board Experiment
•
Target only new users to measure true impact on signup rates
•
Position key interactions above the fold for maximum visibility
•
Fire exposure events only when users engage with treatment
•
Show product value immediately to reduce signup friction
The Opportunity
Google Ads pages received significant paid traffic but converted poorly compared to organic pages. By redesigning both platforms to prioritize signup forms and demonstrate product value more effectively, we could reduce friction and increase conversions from this high-intent audience.
Goal: Design optimized experiences across mobile and desktop that apply board experiment learnings to increase signup rates from paid traffic.
Goal: Design optimized experiences across mobile and desktop that apply board experiment learnings to increase signup rates from paid traffic.
The Solution
Design Process
Parallel Experiments: Mobile & Desktop
Launched parallel experiments for mobile and desktop. Mobile required layout optimization to bring the signup form above the fold. Desktop needed more compelling product demonstrations through animations and social proof.
Mobile: Layout Optimization
On mobile, the primary issue was visibility. Users had to scroll past a large product screenshot to reach the signup form, creating unnecessary friction for high-intent paid traffic.
Control
Jira Software
Included in free plan
⌄
Large product screenshot pushes form below viewport
Treatment
Jira Software
Work email
Or sign up with
✓ Form immediately visible
Condensed hero, form prioritized above fold
Desktop: Value Demonstration
Desktop users had more screen real estate, so the challenge wasn't visibility—it was demonstrating product value compellingly enough to motivate signups. We tested two approaches: Treatment A (static improvements) versus Treatment B (dynamic animations with social proof).
Control
- •Large signup modal dominates layout
- •Small product screenshot (left side)
- •Static presentation
Treatment A
- •Compact signup modal (left side)
- •Larger product showcase (right side)
- •Streamlined signup flow
- •Focus on product value
Treatment B
- •Compact signup + social proof
- •Interactive product demo
- •Logo carousel for brand credibility
- •Engaging user experience
Hypothesis:
Each platform had distinct friction points. Mobile users abandoned when the signup form was buried—bringing it above the fold would reduce drop-off.
Desktop users needed more value demonstration—animated demos and social proof would build credibility better than static screenshots.
Design Decisions
Platform-specific optimization:
Addressed unique friction points for each platform rather than one-size-fits-all approach.
Above-the-fold priority:
Applied learning from board experiment to ensure signup forms were immediately visible.
Progressive enhancement:
Tested static improvements first, then added animations to isolate impact.
Collaboration
Worked closely with PM to develop hypotheses for both platforms. Partnered with Engineering to ensure animations performed well without impacting page load. Content Design refined form copy and microcopy throughout the flow.
Cross-functional Partners:
PM, Engineering, Content Design
Testing Phase 1
Initial Experiment Results
High Engagement, Low Conversion
Strong increases in signup starts across mobile and desktop. Users engaged with the experience but dropped off before completing—actual conversion rates didn't reach statistical significance.
Mobile Results
Form repositioning increased signup funnel entry with dramatic improvements in engagement metrics. However, completion rates didn't reach statistical significance.
Account Creation Starts
+69.7%
Site Naming Page Visits
+24.8%
OTP Screen Views
+66.9%
Completed Signups
-0.9% (Not Statsig)
Completed Signups
+1.8% (Not Statsig)
Desktop Results
Both treatments improved funnel entry (+14-20%) but completed signups remained flat or declined.
Treatment A (Larger product screenshot)
Account Creation Starts
+14.9%
OTP Screen Views
+24.6%
Completed Signups
-4.5% (Significant)
Treatment B (Animations + social proof)
Account Creation Starts
+20.0%
OTP Screen Views
+29.0%
Completed Signups
-0.9% (Not Statsig)
The Pattern We Noticed
Users successfully entered the signup flow—we'd removed the initial friction—but dropped off during the site naming step. The redesigned pages got users to the signup process, but didn't get them through it.
Hypothesis: Redirecting users back to the paid product tour mid-signup created confusion and broke the flow. Users expected a linear signup experience but encountered an unexpected detour.
The Breakthrough
Journey Optimization
After designing the initial page redesigns, I partnered with PM, Engineering, and Marketing to analyze the mixed results. Funnel analysis revealed users were dropping off after site naming—they were being redirected back to the product tour instead of continuing to signup. I designed the optimized journey flow to eliminate this friction.
The Problem vs. The Solution
Original Flow (Problem)
Land on Product Tour
↓
Click "Get Started"
↓
Name Your Site
↓
Redirected BACK to Product Tour
↓
Drop off (confused/distracted)
Users lost momentum when redirected back to marketing content mid-signup
Optimized Flow (Solution)
Land on Product Tour
↓
Click "Get Started"
↓
Name Your Site
↓
Continue to /try/cloud/signup
↓
Complete Signup
Linear flow maintained user intent and drove 66% more completions
The Next Iteration: Actual Implementation
With the problem identified, I designed Treatment A to remove the redirect entirely. Instead of bouncing users back to the product tour, the new flow sent them directly to signup completion.
The Key Insight
Our initial experiments successfully reduced friction at the TOP of the funnel by making signup forms more prominent. But we introduced new friction in the middle of the funnel by disrupting the user's journey with an unnecessary redirect. The journey optimization removed this friction point, allowing users to flow seamlessly from intent to completion—resulting in the 66% signup increase.
Impact
Final Results & Business Impact
Journey Optimization: Major Success
66%
SIGNUP INCREASE
By combining the redesigned landing pages with an optimized signup journey, we transformed mixed initial results into a significant business win.
Reduced page-level friction + streamlined journey flow drove dramatic conversion improvements from paid traffic.
Why the Iteration Worked
01
Removed Journey
Eliminated the confusing redirect that broke user momentum mid-signup.
02
Maintained Page
Kept the successful page redesigns that increased funnel entry and paired them with better flow.
03
Holistic Thinking
Optimized both individual touchpoints AND the connections between them.
Immediate Impact
✓
66% increase in completed signups from paid traffic
✓
Significantly improved ROI on Google Ads spend
✓
Validated iterative testing approach for growth team
Long-term Value
✓
Established journey-level thinking across growth experiments
✓
Created reusable patterns for other landing pages
✓
Proved value of post-experiment iteration and analysis
Productionization
After validating the results, we rolled out the optimized experience to 100% of paid traffic across mobile and desktop.
Scaled Impact
Journey optimizations influenced signup flow design across multiple product entry points.
Team Learning
Established framework for evaluating complete user journeys, not just individual page performance.
Reflection
Key Takeaways
Skills Demonstrated
01
Learning from mixed results
Didn't stop at 'not statistically significant'—analyzed the complete user journey to find the real problem
02
Journey-level thinking
Recognized that optimizing individual pages isn't enough—connections between pages matter
03
Data-driven iteration
Used funnel analytics to identify specific drop-off points and hypothesize solutions
04
Cross-platform optimization
Addressed platform-specific needs while maintaining consistent journey optimization
Impact Beyond This Project
01
Framework for future experiments
Established approach for evaluating both page-level AND journey-level metrics
02
Improved marketing efficiency
66% signup uplift directly improved return on paid advertising investment
03
Reusable journey patterns
Journey optimization principles applied to other signup flows across the product
04
Cultural shift
Changed how the growth team approaches optimization—from page-level to complete user experiences
Learning from Mixed Results
This project demonstrated that initial "mixed results" often contain valuable insights. Our first experiments successfully reduced friction at page entry but inadvertently created new friction mid-journey. Rather than declaring the hypothesis failed, we looked at the complete user flow and identified where users were actually getting stuck.
The breakthrough came from examining the complete journey: users weren't failing because the page designs were wrong—they were failing because we disrupted their momentum with an unnecessary redirect.
The key lesson: successful optimization requires understanding not just how users interact with individual pages, but how they move through complete experiences. Sometimes the biggest wins come not from redesigning what users see, but from removing obstacles between steps.
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