Experimentation & Conversion Optimisation

Context

Conversion across digital journeys is a primary growth lever for a DTC and subscription business. The aim was to evaluate conversion changes through structured experiments rather than assumptions.

Challenge

Build enough rigour that results are trusted, while keeping the programme fast enough that teams keep using it.

My Role

As Analytics Lead at Burda Luxury I led structured A/B testing across digital journeys: hypothesis framing, test design, measurement and readout.

Approach

• Frame hypotheses around measurable conversion outcomes.
• Run controlled A/B tests with pre-agreed success metrics.
• Measure against governed conversion metrics so results reconcile with reported performance.
• Read out results with clear decisions, not just statistics.

Architecture / Analytics Design

Experiment measurement built on GA4 product analytics instrumentation and governed conversion metrics, so that test results reconciled with reported performance.

Business Impact

A 12% conversion-rate lift delivered through structured A/B testing.

Technology

• A/B testing
• GA4 and product analytics instrumentation
• SQL

Key Lessons

• Pre-agreed success metrics prevent post-hoc rationalisation.
• Experimentation compounds when readouts lead to decisions quickly.