Optimizing Conversion Performance: A Data-Driven and UX Approach
The motivation for this project was to optimize a client’s website conversion performance by integrating data analytics with UX design principles, aiming to enhance user experience and drive measurable improvements in conversion rates.
Phase 1 & 2
I conducted a detailed audit of my client’s homepage and sign-up user journey, combining heat map analysis, data on website performance, and competitor reviews to evaluate usability and UX best practices. This process identified friction points in navigation and layout, informing data-driven design improvements through mockups and A/B testing.
Original versus Redesign
Through the data from my clients GA4, A/B Testing, and heat map analysis I found the importance of language in presenting the brand’s value, importance of content placement, and usability of key elements in the user journey.
In addition to the heat map analysis, I ran A/B testing on the language for their call-to-action button. I test the control, “Get A Demo” versus the variation, “Talk To An Expert”. We saw a 50% difference between the control and the variation performance.
Phase 3
Data Dashboard
I helped in developing and maintaining an interactive data dashboard using Google Analytics and Looker Studio to monitor website performance. The dashboard visualized key metrics such as traffic trends, conversion rates, and user behavior, providing actionable insights to guide UX design decisions and A/B testing strategies.
Phase 4
I wrote a blog post exploring UX design for the subconscious—diving into how subtle, often unnoticed elements of design can influence user behavior. This allowed me to reflect on the psychological aspects of UX and the importance of designing with both intention and empathy.
This project was a perfect example of why I’m so passionate about user experience design—it’s about crafting solutions that feel intuitive and impactful, all while being grounded in evidence.
What I found most rewarding was the process of turning data into design decisions. Seeing how metrics like scroll depth or click maps could inspire changes in navigation or content layout was a reminder of the power of combining these fields. Creating mockups and testing ideas through A/B strategies made the entire process feel like a bridge between storytelling and science.