Vidyard

Vidyard is an online video platform tool and the website is treated as a product, so my tasks involved tracking data trends, assessing the health of website pages and implementing best practices for CRO.

I became proficient at UserTesting and ran 75+ tests in order to collect User Experience data to help increase our Top 10 pages website conversion by 27%. In addition, I used Google Analytics, Heap and HubSpot to assist me in running monthly benchmark reports, recognizing page performance, and improving pages for search engine optimization. By using qualitative data and analytical data, I could make accurate suggestions for best practices.

I recognized the Mic & Cam Test page on Vidyard's website was generating over 65% organic traffic, but little to no conversions, so I:

1. Created a Project Brief to create a clear overarching goal for the project- in this case it was to motivate the organic users to download the Vidyard extension.
2. Utilized Google Analytics and Heap to analyze the activity over the past 6 months on the webpage - making notes of any skewed data. Noticed that the high-drop off rate indicated users were exiting the page rather than continuing their journey
3. Conducted a UserTest and filtered candidates to match target demographic. Asked questions to understand what was causing friction and how to improve.
4. Worked with a Designer and Developer to create a mock-up of the new page after analyzing the collected data.
5. Ran an A/B test through HubSpot to see which page would obtain a greater conversion rate.

After making the changes based on my results, we saw an increase of 17% in conversion within the next 2 weeks. The changes were small yet impactful: