Filestage – Website CRO

The brief

Run messaging experiments to increase demo bookings from key conversion pages.

The process

I ran the end-to-end process for this project. I began by identifying the key pages to focus on, then researched best practices to uncover opportunities for improvement.

After clearly defining the goal and hypothesis for each experiment, I developed concepts in Figma. For ideas that involved aesthetic changes, I collaborated with our designer and web development agency to bring them to life.

Once everything was ready, I set up and executed the experiments using VWO’s A/B testing tool.

The results

Here are the results from three of my most successful experiments:

  1. 170% increase in demo bookings from the home page

  2. 414% increase in demo bookings from the demo page

  3. 286% increase in demo bookings from the pricing page

“Ethan is rare: a creative who also understands numbers. He will write killer copy, craft stunning visuals, then run CRO tests and make sure all works!”

— Radu Vladislav, Head of Growth Marketing at Filestage