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Validating our value props with A/B testing.

Working with our Web Experimentation Sr. Manager, I submitted a proposal for a hero H1 copy-only test on one of our highest-traffic pages, Wellhub for Employees.

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Why we did it: our revenue marketing team had shared that cost comparisons in their email campaigns were driving the highest open rates and click-throughs. I wanted to see if a similar cost-based value proposition would drive conversion on our web page.

Roles

  • UX Writer

  • Test requester

Tools

  • Figma

  • Asana

  • Amplitude

Impact

  • Boosted CVR post-click quality by 91% lift over the previous H1

  • Proved value of low-effort, high-impact copy only tests

  • Served as a template for H1-only tests across other key landing pages

Check out my other featured work.

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