Designed conversion journeys that turned product interest into revenue signals
Implemented conversion pathways and nurturing loops across a global product catalog: smarter CTAs, intent-based segmentation, sales-ready handoff, and measurable experimentation — built to scale across markets without fragmenting UX or tracking.
End-to-end journey (what we built)
Aligned page intent, structured content zones, and “next step” CTAs that matched visitor intent by product family.
Added conversion-ready modules: use cases, downloads, FAQ, related products, and routing-aware CTA blocks.
Standardized forms + context fields, improved validation, and added segmentation signals (market, product line, role).
Nurture sequences triggered from intent and lifecycle events; sales alerts and routing ensured timely follow-up.
- Primary CTA per intent
- Secondary CTA fallback
- Market-aware routing
- Distributor paths
- Downloads + spec packs
- FAQ blocks + schema
- Use-case panels
- Related products
- Event tracking standards
- Form attribution mapping
- Lifecycle event log
- Sales feedback loop
Experimentation framework
| Experiment | Hypothesis | Success metric |
|---|---|---|
| CTA hierarchy | Intent-aligned primary CTA increases completion. | CTA CTR, form starts, submits |
| Spec/download placement | Earlier access improves qualified conversions. | Download → MQL rate |
| FAQ module | Objection handling improves intent capture. | Time on page, conversions |
| Nurture cadence | Intent-based cadence increases sales acceptance. | MQL→SQL rate, response time |
Impact
| Outcome | What improved |
|---|---|
| Higher conversion quality | More leads captured with usable context and intent signals. |
| Better handoff | Sales received routed leads with consistent lifecycle status and attribution. |
| Scalable optimization | Conversion improvements shipped as reusable components, not one-offs. |
| Revenue visibility | Clearer line-of-sight from content to pipeline via reporting. |
My leadership
- Turned “we need more leads” into a measurable journey + experiment backlog.
- Standardized conversion components so changes scaled globally.
- Aligned marketing + sales on intent definitions and follow-up expectations.
- Full-funnel measurement and attribution continuity
- Reusable conversion components + governance
- Experiment design with clear success metrics
- Feedback loop from sales outcomes to content decisions