A/B Testing to Drive Conversion
32 Experiments, Real Insights, Proven Impact
32 Experiments, Real Insights, Proven Impact
I built a quarterly testing program to turn creative into measurable results. In Q2 alone, we ran 32 tests across our top 100 ASINs, uncovering insights like feature-based copy outperforming benefit-driven messaging in value categories. The result? Multiple listings saw CVR lifts of up to 4 points, proving creative’s direct role in driving growth and shaping a playbook of best practices we continue to refine.
I built a quarterly testing program to turn creative into measurable results. In Q2 alone, we ran 32 tests across our top 100 ASINs, uncovering insights like feature-based copy outperforming benefit-driven messaging in value categories. The result? Multiple listings saw CVR lifts of up to 4 points, proving creative’s direct role in driving growth and shaping a playbook of best practices we continue to refine.
A/B Testing to Drive Conversion
Our Process
Our Process
Our Process
01
Creative Without Proof
The Challenge
Creative often gets overlooked in e-commerce, treated as subjective or secondary to price and inventory. I wanted to change that by proving, with data, that creative choices directly drive conversion and sales. The challenge was to design a repeatable system that could scale across 40+ brands and turn creative instincts into measurable outcomes.
Strategic Focus
Unproven Creative Value
Fragmented Testing Process
01
Creative Without Proof
The Challenge
Creative often gets overlooked in e-commerce, treated as subjective or secondary to price and inventory. I wanted to change that by proving, with data, that creative choices directly drive conversion and sales. The challenge was to design a repeatable system that could scale across 40+ brands and turn creative instincts into measurable outcomes.
Strategic Focus
Unproven Creative Value
Fragmented Testing Process
01
Creative Without Proof
The Challenge
Creative often gets overlooked in e-commerce, treated as subjective or secondary to price and inventory. I wanted to change that by proving, with data, that creative choices directly drive conversion and sales. The challenge was to design a repeatable system that could scale across 40+ brands and turn creative instincts into measurable outcomes.
Strategic Focus
Unproven Creative Value
Fragmented Testing Process
02
Designing a Testing Framework
The Strategy
I built a quarterly testing program in alignment with our Brand Director and CRO, setting priorities and planning experiments in advance before introducing the process to my team. Each test was structured to isolate a specific creative variable, from main images and carousel visuals to bullet points, packaging, and A+ modules. I combined consumer feedback with competitor research to shape our hypotheses, then validated decisions live on Amazon. Tracking every test in Looker ensured insights remained transparent, actionable, and scalable across brands.
Strategic Focus
Structured Testing Framework
Consumer Feedback Integration
02
Designing a Testing Framework
The Strategy
I built a quarterly testing program in alignment with our Brand Director and CRO, setting priorities and planning experiments in advance before introducing the process to my team. Each test was structured to isolate a specific creative variable, from main images and carousel visuals to bullet points, packaging, and A+ modules. I combined consumer feedback with competitor research to shape our hypotheses, then validated decisions live on Amazon. Tracking every test in Looker ensured insights remained transparent, actionable, and scalable across brands.
Strategic Focus
Structured Testing Framework
Consumer Feedback Integration
02
Designing a Testing Framework
The Strategy
I built a quarterly testing program in alignment with our Brand Director and CRO, setting priorities and planning experiments in advance before introducing the process to my team. Each test was structured to isolate a specific creative variable, from main images and carousel visuals to bullet points, packaging, and A+ modules. I combined consumer feedback with competitor research to shape our hypotheses, then validated decisions live on Amazon. Tracking every test in Looker ensured insights remained transparent, actionable, and scalable across brands.
Strategic Focus
Structured Testing Framework
Consumer Feedback Integration
03
Leading the Tests
The Work
I personally directed the planning and execution of 32 tests in Q2, from setting strategy on high-priority projects to guiding designers and copywriters through hypothesis building, creative development, and iteration to strengthen their skills. The tests revealed actionable insights, such as feature-driven copy outperforming benefits in affordable categories, while premium products performed better with emotional messaging. Each win and failure contributed to a growing playbook of creative best practices.
Strategic Focus
Hypothesis-Driven Design
Cross-Team Collaboration
03
Leading the Tests
The Work
I personally directed the planning and execution of 32 tests in Q2, from setting strategy on high-priority projects to guiding designers and copywriters through hypothesis building, creative development, and iteration to strengthen their skills. The tests revealed actionable insights, such as feature-driven copy outperforming benefits in affordable categories, while premium products performed better with emotional messaging. Each win and failure contributed to a growing playbook of creative best practices.
Strategic Focus
Hypothesis-Driven Design
Cross-Team Collaboration
03
Leading the Tests
The Work
I personally directed the planning and execution of 32 tests in Q2, from setting strategy on high-priority projects to guiding designers and copywriters through hypothesis building, creative development, and iteration to strengthen their skills. The tests revealed actionable insights, such as feature-driven copy outperforming benefits in affordable categories, while premium products performed better with emotional messaging. Each win and failure contributed to a growing playbook of creative best practices.
Strategic Focus
Hypothesis-Driven Design
Cross-Team Collaboration
04
Turning Instinct Into Impact
The Results
In Q2, the program delivered 32 tests: 12 winners, 17 inconclusive, and 3 failed. Several produced significant lifts, including a +3.71% CVR increase for Will Well Aprons that raised organic sales from $5,153 to $8,755, a 17% sales increase for Zeppoli Kitchen Towels driven by improved visuals and A+, and a +3.16pt CVR gain for PatientAid Divided Leg Sling that nearly doubled organic sales. Even inconclusive and failed tests added value, shaping new hypotheses and strengthening the team’s playbook. The program not only proved creative’s direct impact on conversion but also equipped us with tested best practices that continue to guide brand growth.
Strategic Focus
Conversion Rate Growth
Playbook of Best Practices
04
Turning Instinct Into Impact
The Results
In Q2, the program delivered 32 tests: 12 winners, 17 inconclusive, and 3 failed. Several produced significant lifts, including a +3.71% CVR increase for Will Well Aprons that raised organic sales from $5,153 to $8,755, a 17% sales increase for Zeppoli Kitchen Towels driven by improved visuals and A+, and a +3.16pt CVR gain for PatientAid Divided Leg Sling that nearly doubled organic sales. Even inconclusive and failed tests added value, shaping new hypotheses and strengthening the team’s playbook. The program not only proved creative’s direct impact on conversion but also equipped us with tested best practices that continue to guide brand growth.
Strategic Focus
Conversion Rate Growth
Playbook of Best Practices
04
Turning Instinct Into Impact
The Results
In Q2, the program delivered 32 tests: 12 winners, 17 inconclusive, and 3 failed. Several produced significant lifts, including a +3.71% CVR increase for Will Well Aprons that raised organic sales from $5,153 to $8,755, a 17% sales increase for Zeppoli Kitchen Towels driven by improved visuals and A+, and a +3.16pt CVR gain for PatientAid Divided Leg Sling that nearly doubled organic sales. Even inconclusive and failed tests added value, shaping new hypotheses and strengthening the team’s playbook. The program not only proved creative’s direct impact on conversion but also equipped us with tested best practices that continue to guide brand growth.
Strategic Focus
Conversion Rate Growth
Playbook of Best Practices
