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TestMax Ecommerce & Funnel
QUICK READ ➤ When TestMax transitioned from a mobile-only offering to a full web-based platform, I led the initiative to unify its fragmented web presence and optimize its sales funnel. This involved consolidating multiple domains under one brand, designing a seamless e-commerce experience, and implementing a structured Conversion Rate Optimization (CRO) program. Through continuous experimentation, we achieved significant improvements in user acquisition and conversion rates.
Project Overview
Initially, TestMax’s web presence was scattered—each product had its own separate domain, and the main company website did not provide a unified brand experience. This structure weakened brand cohesion and made cross-selling opportunities difficult. My first objective was to establish a comprehensive e-commerce system that worked within these constraints.
As TestMax expanded to web-based courses, I spearheaded the consolidation of all product sites under a single domain, a move that required careful handling of search engine rankings to maintain authority. Once this unification was complete, I introduced and maintained a CRO program to test and refine our onboarding funnels. Using tools like Visual Website Optimizer (VWO), Google Analytics, Mixpanel, and AppsFlyer, I systematically improved our landing pages, user flows, and conversion tactics.
Beyond strategy, I was hands-on with execution, designing and optimizing the purchase experience while collaborating with engineers and marketers. However, much of the technical work, such as implementing testing frameworks and data tracking, was handled directly by me.
Ecommerce Overhaul
Challenges:
- No existing unified purchase flow; separate sites created friction.
- Needed a checkout experience that supported multiple payment options.
- Required continuous iteration as product offerings evolved.
Solutions:
- Designed the first web-based purchasing experience for TestMax’s courses and tutoring products.
- Created a flexible, custom Stripe checkout flow that later integrated Affirm, Klarna, PayPal, and Apple Pay.
- Iterated the checkout process based on user behavior and testing insights.
Impact:
- Improved checkout efficiency and ease-of-use, leading to a higher purchase conversion rate.
- Increased revenue opportunities by integrating alternative payment methods.
Conversion Rate Optimization (CRO) Program
Challenges:
- Freemium model struggled with low signup rates.
- Needed to improve lead capture while optimizing for paid conversions.
- Limited traffic volume made statistical significance difficult for testing.
Solutions:
- Implemented a structured A/B testing program using VWO.
- Conducted iterative experiments to improve sign-up and conversion rates:
- 2-Step Registration Flow: Splitting signup into two steps (email first, then phone/password) increased conversion rates by 54%.
- Testimonial-Based Landing Page: Showcasing student testimonials with score improvements as a visual element increased signups by 32%.
- Blog Free Trial Widget: Adding an in-content free trial signup widget increased blog-driven conversions by 56% for our LSAT course and 140% for our bar course.
Impact:
- Consistently improved sign-up and purchase conversion rates over time.
- Built a scalable testing methodology that influenced broader marketing and product decisions.
- Demonstrated the effectiveness of small UX changes in driving significant revenue growth.
Challenges:
- Freemium model struggled with low signup rates.
- Needed to improve lead capture while optimizing for paid conversions.
- Limited traffic volume made statistical significance difficult for testing.
Solutions:
- Implemented a structured A/B testing program using VWO.
- Conducted iterative experiments to improve sign-up and conversion rates:
- 2-Step Registration Flow: Splitting signup into two steps (email first, then phone/password) increased conversion rates by 54%.
- Testimonial-Based Landing Page: Showcasing student testimonials with score improvements as a visual element increased signups by 32%.
- Blog Free Trial Widget: Adding an in-content free trial signup widget increased blog-driven conversions by 56% for our LSAT course and 140% for our bar course.
Impact:
- Consistently improved sign-up and purchase conversion rates over time.
- Built a scalable testing methodology that influenced broader marketing and product decisions.
- Demonstrated the effectiveness of small UX changes in driving significant revenue growth.
Conclusion
The TestMax Ecommerce & Funnel project was a multi-phase effort that transformed how the company engaged with prospective students. By unifying its web presence, refining its e-commerce experience, and leveraging data-driven experimentation, we significantly improved user acquisition and revenue. My ability to balance UX, strategy, and technical execution played a crucial role in these outcomes, ensuring sustainable growth for TestMax’s online platform.