Damir Meter

When Google announced its plan to turn off Universal Analytics, I initiated meetings with senior management to inform them of the change and outline the necessary actions to secure future data collection. I compiled a list of properties, containers, and dashboards and facilitated strategic planning sessions to determine which properties to migrate to Google Analytics 4 (GA4), which historical data to retain and where to store it, and which dashboards to redevelop to ensure continued KPI monitoring. I successfully completed the migration in a timely and cost-effective manner.

I collaborated with the client to define business objectives, KPIs, and targets, then set up tracking to ensure comprehensive data collection. Once we gathered sufficient data, I analyzed it using quantitative and qualitative techniques, generating a prioritized list of testing hypotheses. After the client approved the CRO program, we initiated testing, and within weeks, several successful outcomes emerged.

On the live product page, the unique sales proposition was originally placed below the upsell area. The hypothesis was that moving it above the upsell area, closer to the call-to-action button, would prevent disruption in the decision-making process and encourage more visitors to purchase the main product and additional services.

The variant incorporated these changes, and after two weeks, revenue per user increased by 9%, and the conversion rate improved by 5%. This experiment demonstrated the importance of allowing visitors to first engage with the unique sales proposition, make a purchase decision, and then consider additional services. Providing too much information too early can disrupt the buying process.