Driving Growth with Smart Funnel Design and CRO

QUICK READ ➤ TestMax is an education technology company that offers mobile and web-based test preparation for the LSAT, Bar Exam, and GRE. When the company expanded from a mobile-only product to a full web platform, I led the initiative to unify its fragmented web presence and optimize its sales funnel. This included consolidating multiple domains under a single brand, designing a streamlined e-commerce experience, and launching a structured Conversion Rate Optimization (CRO) program. Through continuous experimentation, we achieved substantial gains 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, as the product lead, was to establish a comprehensive e-commerce system that worked within these constraints.

As TestMax expanded to web-based courses, I led the consolidation of all product sites under a single domain, a move that required careful handling of search engine rankings to maintain authority. Once unified, I introduced and maintained a data-driven Conversion Rate Optimization (CRO) program to refine our onboarding funnels.

Using tools like Visual Website Optimizer (VWO), Google Analytics, Mixpanel, and AppsFlyer, I led the analysis, testing, and iteration of our landing pages and user flows. While I collaborated with the engineering and marketing teams, I handled much of the technical implementation myself—including tracking integration, testing frameworks, and purchase flow enhancements. For design execution, I also led a junior in-house web designer, providing direction and review.

This hands-on, strategic work helped us significantly improve conversion rates and increase revenue across our product lines.

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.

Product Pricing Page

Checkout Page

Impact:

• Improved checkout efficiency and ease-of-use, leading to a higher purchase conversion rate.
• Increased revenue opportunities by integrating alternative payment methods.

Landing Page Design & Optimization (CRO)

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.

Platform Features Section

Primary Landing Page Hero

Variate Testing Software Data Analysis

CRO Program Testing Sheet

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.