Improved lead conversion by 34% through smarter journey logic.

A fintech platform was generating strong traffic but converting it poorly. The user journey had multiple friction points, unclear decision paths, and no systematic approach to understanding why users were dropping off.

I mapped the full conversion journey — from first touch to final action — identifying every point where users hesitated, dropped off, or took unexpected paths. Then I designed an experimentation framework: prioritized hypotheses, structured test designs, and a learning loop that fed back into the next iteration.

The team stopped guessing and started testing. Decision paths were simplified. Form logic was restructured. Trust signals were placed at the right moments. Each test generated not just a result but a learning that informed the next test.

34% improvement in lead conversion. But the bigger win was the experimentation muscle — the team now had a repeatable system for turning interest into action.