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Dext: Cro & experimentation framework

 Overview

 

At Dext, I developed and scaled a conversion rate optimisation (CRO) framework to support continuous experimentation across key campaign and product landing pages. By integrating A/B testing tools, user behaviour analytics, and structured performance reporting, we achieved a 22% uplift in free trial conversions within six months, while laying the foundation for scalable growth experimentation across the funnel.

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Objectives

 

  • Increase free trial conversion rates across marketing campaigns and key user journeys

  • Build a repeatable, data-led CRO programme for marketing and product teams

  • Identify and test high-impact UX and messaging improvements

  • Reduce friction in acquisition journeys and support activation goals

My Role

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  • Led the end-to-end CRO strategy as part of the global digital marketing team

  • Collaborated with Product, Engineering, and Web teams to prioritise and implement experiments

  • Defined the experimentation roadmap and prioritisation model (ICE)

  • Leveraged GA4, Hotjar, and FullStory insights to shape hypotheses

  • Trained internal stakeholders on test-and-learn methodology and CRO best practice

01.

Framework Design & Prioritisation

  • Introduced an ICE scoring model (Impact, Confidence, Ease) to assess and rank opportunities

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  • Established documentation standards and hypothesis templates

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  • Created a fortnightly testing rhythm aligned to marketing sprints and reporting cycles

02.

Testing & Execution

  • Launched iterative A/B tests on CTAs, pricing page hierarchy, messaging clarity, and form UX

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  • Led team of 5 developers to deploy tests via Google Optimize and internal tools

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  • Used behavioural insights (scroll depth, click maps, exit points) to validate and refine iterations

03.

Performance Measurement & Scaling

  • Built dashboards in GA4 and Looker to track statistical significance and test outcomes

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  • Reported test results to senior c-suite stakeholders and integrated learnings into future campaigns

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  • Scaled successful variants across regions and related campaign templates.

Key Initiatives

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Results​

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  • 📈 +22% increase in free trial conversion rate

  • 🔽 18% reduction in form abandonment

  • 📊 Increased scroll depth and engagement on campaign landing pages

  • 🧠 Fostered a culture of experimentation and rapid performance iteration

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Tools & Tech Used

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  • Google Optimize, GA4, Looker, Hotjar, FullStory

  • Adobe Experience Manager (CMS)

  • Miro for journey mapping and ideation

  • Internal testing tracker and hypothesis bank

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