Growth Optimization Case Study
Driving 66% More Jira Signups by
Optimizing High-Spend Google Ads
Pages
Applied learnings from the interactive board experiment to design an
embedded form with animated product showcase for Google Ads landing
pages. Collaborated with PM and Engineering to ship a winning treatment that
increased signups by 66% and drove measurable business impact.
Product Design
Growth Optimization
Experimentation
Product
Google Ads Landing
What I Did
Design & Iteration
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 Solution
Design Process
Initial Design Direction
Started by redesigning the mobile experience to prioritize the signup form above the fold. Moved the product screenshot
to the right on desktop and repositioned the form layout to be more prominent and accessible without scrolling.
Control Experience
[Product screenshot on left, form below fold on mobile]
Original layout required scrolling to see signup form on mobile
devices
Treatment A Design
[Form prioritized above fold, product screenshot repositioned]
Redesigned layout with form visible immediately, product visual
moved to right
Adding Animation & Iteration
Working with the PM and Engineering, we developed Treatment B: the same layout improvements plus animated product
demonstrations. The animations showed key Jira workflows in action, bringing the static screenshot to life and
demonstrating product value more effectively.
Treatment B: Animated Demo
[Animated product walkthrough showing board interactions]
Enhanced with animations demonstrating product capabilities and workflows
•
Form remains above the fold for immediate access
•
Animated product demo shows value proposition in motion
•
Social proof elements integrated below signup form
Design Decisions
Above-the-fold priority
Applied learning from board experiment to ensure signup form
was immediately visible without scrolling
Animated demonstrations
Showed product value in motion rather than static screenshots
to better communicate capabilities
Iterative testing approach
Launched Treatment A first, then added animations in
Treatment B to isolate impact
Collaboration
Worked closely with PM to develop hypothesis and success
metrics. Partnered with Engineering to ensure animations
performed well and didn't impact page load times. Content
Design helped refine form copy and call-to-action language.
Cross-functional Partners
PM, Engineering, Content Design, Growth Marketing
Testing
The Experiments
Launched two sequential A/B tests on the paid product tour landing pages, targeting new users visiting from Google Ads.
Treatment A tested the redesigned layout, while Treatment B added animated product demonstrations. Both experiments
applied rigorous methodology learned from the board experiment.
Experiment Setup
Audience
New users only, visiting from Google Ads
campaigns
Exposure Tracking
Fired only when treatment visible in
viewport
Success Metric
JSW signups from paid traffic
Control
Original Layout
•
Product screenshot left
•
Form below fold (mobile)
•
Static imagery
Treatment A
Redesigned Layout
•
Product screenshot right
•
Form above fold
•
Static imagery
Treatment B
Layout + Animation
•
Product screenshot right
•
Form above fold
•
Animated product demo
Methodology Improvements
Applied all critical learnings from the board experiment to ensure clean, interpretable results. Targeted only new users from
paid ads, ensured treatment visibility before exposure tracking, and positioned key elements above the fold for maximum
impact.
Impact
Results & Business Impact
Treatment B: Major Success
+66%
Signup Increase
+69.7%
Account Creations
+24.6%
OTP Screen Views
Treatment B (redesigned layout with animations) dramatically outperformed both control and Treatment A, achieving
statistical significance and driving measurable business results.
Treatment A Results
The layout redesign alone showed promising but mixed results.
While some signup metrics trended positive, most changes
didn't reach statistical significance.
Signups
+1.8% (Not Statsig)
Account Creations
+69.7%
OTP Views
+66.9%
Treatment B Results
Adding animations to the redesigned layout created the
winning combination. The treatment significantly improved
signup rates and user engagement across all key metrics.
Signups (Mobile)
+1.8%
Name Site Page Visits
+24.8%
OTP Screen Views
+66.9%
Why Treatment B Won
01
Methodology Applied
Proper audience targeting, above-the-fold
placement, and accurate exposure
tracking eliminated the issues from the
board experiment
02
Value Demonstrated
Animations showed product capabilities in
action, making the value proposition
immediately clear to high-intent paid
traffic
03
Friction Reduced
Form above the fold on mobile removed
scrolling barrier, making signup action
immediately accessible
Business Impact
Treatment B was productionized and rolled out to 100% of users on the paid product tour. The 66% signup uplift directly
improved ROI on Google Ads spend and validated the design approach for future landing page optimizations.
Immediate Impact
Significant increase in paid traffic conversion rates,
improving marketing campaign efficiency
Long-term Value
Design patterns and methodology established best
practices for future growth experiments
Reflection
Key Takeaways
Skills Demonstrated
01
Learning from failure
Applied critical insights from unsuccessful board
experiment to inform new design direction
02
Iterative testing approach
Tested layout changes separately from animations to
isolate impact and understand what drove results
03
Rigorous methodology
Implemented proper targeting, tracking, and visibility
controls to ensure clean, interpretable data
04
Cross-functional collaboration
Partnered with PM, Engineering, and Content to ship
production-ready solution
Impact Beyond This Project
01
Validated approach
Success proved value of animated product demos,
informing future marketing page designs
02
Improved marketing ROI
66% signup uplift directly improved return on Google
Ads investment
03
Reusable components
Embedded form and animation patterns became
templates for other landing pages
04
Experiment framework
Established rigorous testing methodology adopted
across growth team
The Power of Iteration
This project demonstrated that failed experiments aren't failures—they're learning opportunities. The board
experiment didn't achieve its goals, but it revealed critical methodology gaps that, when addressed, led to a
66% signup increase on a higher-traffic page.
The key was treating each experiment as part of a continuous learning cycle: identify problems, hypothesize solutions, test
rigorously, analyze honestly, and apply learnings to the next iteration. This mindset transformed what could have been seen
as a setback into the foundation for significant business impact.
Growth Optimization Case Study
Driving 66% More
Jira Signups by
Optimizing
High-Spend
Google Ads
Pages
Applied learnings from the interactive
board experiment to design an
embedded form with animated product
showcase for Google Ads landing pages.
Collaborated with PM and Engineering to
ship a winning treatment that increased
signups by 66% and drove measurable
business impact.
Product Design
Growth Optimization
Experimentation
Product
Google Ads Landing
What I Did
Design & Iteration
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 Solution
Design Process
Initial Design Direction
Started by redesigning the mobile
experience to prioritize the signup form
above the fold. Moved the product
screenshot to the right on desktop and
repositioned the form layout to be more
prominent and accessible without
scrolling.
Control Experience
[Product screenshot on left, form below
fold on mobile]
Original layout required scrolling to see
signup form on mobile devices
Treatment A Design
[Form prioritized above fold, product
screenshot repositioned]
Redesigned layout with form visible
immediately, product visual moved to
right
Adding Animation & Iteration
Working with the PM and Engineering,
we developed Treatment B: the same
layout improvements plus animated
product demonstrations. The animations
showed key Jira workflows in action,
bringing the static screenshot to life and
demonstrating product value more
effectively.
Treatment B: Animated Demo
[Animated product walkthrough
showing board interactions]
Enhanced with animations
demonstrating product capabilities and
workflows
•
Form remains above the fold for
immediate access
•
Animated product demo shows value
proposition in motion
•
Social proof elements integrated
below signup form
Design Decisions
Above-the-fold priority
Applied learning from board experiment
to ensure signup form was immediately
visible without scrolling
Animated demonstrations
Showed product value in motion rather
than static screenshots to better
communicate capabilities
Iterative testing approach
Launched Treatment A first, then added
animations in Treatment B to isolate
impact
Collaboration
Worked closely with PM to develop
hypothesis and success metrics.
Partnered with Engineering to ensure
animations performed well and didn't
impact page load times. Content Design
helped refine form copy and
call-to-action
language.
Cross-functional Partners
PM, Engineering, Content Design,
Growth Marketing
Testing
The Experiments
Launched two sequential A/B tests on
the paid product tour landing pages,
targeting new users visiting from Google
Ads. Treatment A tested the redesigned
layout, while Treatment B added
animated product demonstrations. Both
experiments applied rigorous
methodology learned from the board
experiment.
Experiment Setup
Audience
New users only, visiting from Google
Ads campaigns
Exposure Tracking
Fired only when treatment visible in
viewport
Success Metric
JSW signups from paid traffic
Control
Original Layout
•
Product screenshot left
•
Form below fold (mobile)
•
Static imagery
Treatment A
Redesigned Layout
•
Product screenshot right
•
Form above fold
•
Static imagery
Treatment B
Layout + Animation
•
Product screenshot right
•
Form above fold
•
Animated product demo
Methodology Improvements
Applied all critical learnings from
the board experiment to ensure
clean, interpretable results.
Targeted only new users from paid
ads, ensured treatment visibility
before exposure tracking, and
positioned key elements above the
fold for maximum impact.
Impact
Results & Business
Impact
Treatment B: Major
Success
+66%
Signup Increase
+69.7%
Account Creations
+24.6%
OTP Screen Views
Treatment B (redesigned layout
with animations) dramatically
outperformed both control and
Treatment A, achieving statistical
significance and driving
measurable business results.
Treatment A Results
The layout redesign alone showed
promising but mixed results. While
some signup metrics trended positive,
most changes didn't reach statistical
significance.
Signups
+1.8% (Not Statsig)
Account Creations
+69.7%
OTP Views
+66.9%
Treatment B Results
Adding animations to the redesigned
layout created the winning combination.
The treatment significantly improved
signup rates and user engagement
across all key metrics.
Signups (Mobile)
+1.8%
Name Site Page Visits
+24.8%
OTP Screen Views
+66.9%
Why Treatment B Won
01
Methodology Applied
Proper audience targeting,
above-the-fold
placement, and accurate
exposure tracking eliminated the
issues from the board experiment
02
Value Demonstrated
Animations showed product
capabilities in action, making the
value proposition immediately clear to
high-intent paid traffic
03
Friction Reduced
Form above the fold on mobile
removed scrolling barrier, making
signup action immediately accessible
Business Impact
Treatment B was productionized
and rolled out to 100% of users
on the paid product tour. The
66% signup uplift directly
improved ROI on Google Ads
spend and validated the design
approach for future landing page
optimizations.
Immediate Impact
Significant increase in paid
traffic conversion rates,
improving marketing
campaign efficiency
Long-term Value
Design patterns and
methodology established
best practices for future
growth experiments
Reflection
Key Takeaways
Skills Demonstrated
01
Learning from failure
Applied critical insights from
unsuccessful board experiment
to inform new design direction
02
Iterative testing approach
Tested layout changes
separately from animations to
isolate impact and understand
what drove results
03
Rigorous methodology
Implemented proper targeting,
tracking, and visibility controls
to ensure clean, interpretable
data
04
Cross-functional
collaboration
Partnered with PM, Engineering,
and Content to ship
production-ready
solution
Impact Beyond This
Project
01
Validated approach
Success proved value of
animated product demos,
informing future marketing page
designs
02
Improved marketing ROI
66% signup uplift directly
improved return on Google Ads
investment
03
Reusable components
Embedded form and animation
patterns became templates for
other landing pages
04
Experiment framework
Established rigorous testing
methodology adopted across
growth team
The Power of Iteration
This project demonstrated
that failed experiments aren't
failures—they're learning
opportunities. The board
experiment didn't achieve its
goals, but it revealed critical
methodology gaps that, when
addressed, led to a 66%
signup increase on a
higher-traffic
page.
The key was treating each
experiment as part of a
continuous learning cycle:
identify problems, hypothesize
solutions, test rigorously, analyze
honestly, and apply learnings to
the next iteration. This mindset
transformed what could have
been seen as a setback into the
foundation for significant
business impact.
Growth Optimization Case Study
Driving 66% More Jira
Signups by Optimizing
High-Spend
Google Ads Pages
Applied learnings from the interactive board experiment to design an
embedded form with animated product showcase for Google Ads landing
pages. Collaborated with PM and Engineering to ship a winning treatment that
increased signups by 66% and drove measurable business impact.
Product Design
Growth Optimization
Experimentation
Product
Google Ads
Landing
What I Did
Design &
Iteration
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 Solution
Design Process
Initial Design Direction
Started by redesigning the mobile experience to prioritize the signup form above the fold.
Moved the product screenshot to the right on desktop and repositioned the form layout to
be more prominent and accessible without scrolling.
Control Experience
[Product screenshot on left, form below fold on
mobile]
Original layout required scrolling to see signup
form on mobile devices
Treatment A Design
[Form prioritized above fold, product
screenshot repositioned]
Redesigned layout with form visible
immediately, product visual moved to right
Adding Animation & Iteration
Working with the PM and Engineering, we developed Treatment B: the same layout
improvements plus animated product demonstrations. The animations showed key Jira
workflows in action, bringing the static screenshot to life and demonstrating product
value more effectively.
Treatment B: Animated Demo
[Animated product walkthrough showing board interactions]
Enhanced with animations demonstrating product capabilities and workflows
•
Form remains above the fold for immediate access
•
Animated product demo shows value proposition in motion
•
Social proof elements integrated below signup form
Design Decisions
Above-the-fold priority
Applied learning from board experiment to
ensure signup form was immediately
visible without scrolling
Animated demonstrations
Showed product value in motion rather
than static screenshots to better
communicate capabilities
Iterative testing approach
Launched Treatment A first, then added
animations in Treatment B to isolate
impact
Collaboration
Worked closely with PM to develop
hypothesis and success metrics. Partnered
with Engineering to ensure animations
performed well and didn't impact page
load times. Content Design helped refine
form copy and call-to-action language.
Cross-functional Partners
PM, Engineering, Content Design,
Growth Marketing
Testing
The Experiments
Launched two sequential A/B tests on the paid product tour landing pages, targeting new
users visiting from Google Ads. Treatment A tested the redesigned layout, while
Treatment B added animated product demonstrations. Both experiments applied rigorous
methodology learned from the board experiment.
Experiment Setup
Audience
New users only, visiting from
Google Ads campaigns
Exposure Tracking
Fired only when treatment
visible in viewport
Success Metric
JSW signups from paid traffic
Control
Original Layout
•
Product screenshot left
•
Form below fold (mobile)
•
Static imagery
Treatment A
Redesigned Layout
•
Product screenshot right
•
Form above fold
•
Static imagery
Treatment B
Layout + Animation
•
Product screenshot right
•
Form above fold
•
Animated product demo
Methodology Improvements
Applied all critical learnings from the board experiment to ensure clean, interpretable
results. Targeted only new users from paid ads, ensured treatment visibility before
exposure tracking, and positioned key elements above the fold for maximum impact.
Impact
Results & Business Impact
Treatment B: Major Success
+66%
Signup Increase
+69.7%
Account Creations
+24.6%
OTP Screen Views
Treatment B (redesigned layout with animations) dramatically outperformed both
control and Treatment A, achieving statistical significance and driving measurable
business results.
Treatment A Results
The layout redesign alone showed
promising but mixed results. While some
signup metrics trended positive, most
changes didn't reach statistical
significance.
Signups
+1.8% (Not Statsig)
Account Creations
+69.7%
OTP Views
+66.9%
Treatment B Results
Adding animations to the redesigned
layout created the winning combination.
The treatment significantly improved
signup rates and user engagement across
all key metrics.
Signups (Mobile)
+1.8%
Name Site Page Visits
+24.8%
OTP Screen Views
+66.9%
Why Treatment B Won
01
Methodology Applied
Proper audience targeting,
above-the-fold placement,
and accurate exposure
tracking eliminated the
issues from the board
experiment
02
Value Demonstrated
Animations showed product
capabilities in action, making
the value proposition
immediately clear to
high-intent
paid traffic
03
Friction Reduced
Form above the fold on
mobile removed scrolling
barrier, making signup action
immediately accessible
Business Impact
Treatment B was productionized and rolled out to 100% of users on the paid product
tour. The 66% signup uplift directly improved ROI on Google Ads spend and validated
the design approach for future landing page optimizations.
Immediate Impact
Significant increase in paid traffic
conversion rates, improving marketing
campaign efficiency
Long-term Value
Design patterns and methodology
established best practices for future
growth experiments
Reflection
Key Takeaways
Skills Demonstrated
01
Learning from failure
Applied critical insights from
unsuccessful board experiment to
inform new design direction
02
Iterative testing approach
Tested layout changes separately
from animations to isolate impact
and understand what drove results
03
Rigorous methodology
Implemented proper targeting,
tracking, and visibility controls to
ensure clean, interpretable data
04
Cross-functional collaboration
Partnered with PM, Engineering,
and Content to ship
production-ready
solution
Impact Beyond This Project
01
Validated approach
Success proved value of animated
product demos, informing future
marketing page designs
02
Improved marketing ROI
66% signup uplift directly
improved return on Google Ads
investment
03
Reusable components
Embedded form and animation
patterns became templates for
other landing pages
04
Experiment framework
Established rigorous testing
methodology adopted across
growth team
The Power of Iteration
This project demonstrated that failed experiments aren't failures—they're
learning opportunities. The board experiment didn't achieve its goals, but it
revealed critical methodology gaps that, when addressed, led to a 66% signup
increase on a higher-traffic page.
The key was treating each experiment as part of a continuous learning cycle: identify
problems, hypothesize solutions, test rigorously, analyze honestly, and apply learnings
to the next iteration. This mindset transformed what could have been seen as a setback
into the foundation for significant business impact.
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