Case Study
At PAWP, I revised the membership user journey and ran multivariate flow tests across landing, signup, plan selection, and trial-to-paid so affiliate and paid gains were not lost to conversion leaks.
The Challenge
Affiliate and paid could send more of the right traffic, but membership conversion still leaked between landing and paid. One-off page tweaks were not enough.
I treated CRO the way I have in past growth roles: map the full journey, rank leaks by revenue proximity, then run multivariate tests across the flows that actually decided trial-to-paid.
Phase 01
Before testing variants, I needed a clear picture of where intent died and which sources were most sensitive to friction.
Mapped landing pages, signup steps, plan selection, and membership offers to isolate the highest-impact drop-offs.
Broke abandonment down by device, paid vs affiliate entry, and offer type.
Ranked tests by expected membership value, not vanity conversion rate.
Made sure affiliate and paid teams saw the same funnel truth before experiments shipped.
Phase 02
The short engagement still needed a system: clear variants, guardrails, and a way to roll winners into templates before the window closed.
MULTIVARIATE EXPERIMENTATION GOVERNANCE
Designed tests across headline, offer framing, step order, and CTA placement inside the membership journey.
Put mobile friction first where CAC was most sensitive to small completion-rate gains.
Set duration, sample size, and confidence rules so winners were real before deployment.
Turned proven patterns into templates the team could reuse after the engagement ended.
Synced experiment results with acquisition reporting so CRO wins showed up in CAC conversations.
Kept the next tests ordered by impact so the program did not stall when one experiment finished.
Phase 03
Once the loop was in place, experiments concentrated on the membership path decisions that moved trial-to-paid.
USER JOURNEY TRIAL-TO-PAID OFFERS
Tested hero copy, membership benefits, and offer framing for paid and affiliate entry points.
Reordered and simplified signup steps where abandonment clustered on mobile and paid traffic.
Iterated on plan selectors and pricing presentation so users could choose with less hesitation.
Tested trial framing and upgrade prompts during high-confidence moments in the journey.
Cut form fields and CTA ambiguity where completion rate was holding CAC hostage.
Shipped winners into default templates and documented losers so the team did not re-run dead ends.
The Results
+34%
TRIAL-TO-PAID
Multivariate CRO turned the membership path into a system. Trial-to-paid improved, and acquisition channels no longer poured demand into the same leaks.
+34%
TRIAL-TO-PAID
Multivariate journey testing across landing, signup, plans, and upgrade prompts.
Acquisition fixes fail if the journey still leaks. Multivariate testing across the membership flow is how trial-to-paid caught up to the traffic we were already buying and earning.
— Growth Marketing Lead — PAWP
I map the membership journey, rank the leaks by revenue, and run multivariate tests until conversion keeps the CAC wins you already earned.