As a product designer, I led several data-informed initiatives to improve lead generation and reduce customer acquisition cost (CAC). By designing and A/B testing, iterating and scalling landing page features, we improved performance metrics such as View-to-Lead (V2L), Lead-to-Account Creation (L2AC), and Lead-to-Application (L2A), ultimately scaling winning variations across all products.
The company was investing heavily in marketing campaigns, but high CAC and poor conversion through the funnel (from landing page views to account creation and paid applications) were reducing ROI. My goal was to identify and design improvements that would reduce friction and increase conversion at each stage of the funnel.
List the core KPIs impacted, aligned with business objectives.
I led UX research, design exploration, and collaborated with product, engineering, university partners and marketing teams to launch and A/B test new landing page modules. I was also responsible for tracking impact post-launch and proposing scalable implementation.
