NerdWallet · Staff Web Marketing Manager · June 2024Built Cross-Vertical Experimentation Program Driving 59% Revenue Growth
Before this initiative, each business vertical—credit cards, insurance, lending, banking, and investing—ran ad hoc tests with no consistent methodology, leaving significant revenue and margin opportunities unrealized. Leadership recognized the need for a scalable, standardized testing strategy to reignite growth across the portfolio, and I was tasked with building that experimentation function from the ground up.
I personally owned the end-to-end design of the program: developing a prioritization model to rank test opportunities, standing up testing infrastructure, defining consistent KPIs to measure impact across disparate verticals, and coaching vertical marketers on rigorous hypothesis design. This work took the organization from a handful of disconnected tests to a disciplined pipeline of 25+ experiments per quarter, embedding a repeatable culture of experimentation across the company.
The results were substantial: within a year, the program helped drive 59% year-over-year revenue growth, with credit cards and lending verticals seeing the strongest gains, largely fueled by landing page redesigns informed by our testing pipeline. Beyond the top-line numbers, the program's impact was recognized at the highest levels—our Chief Business Officer invited me to share program wins and key learnings during a department-wide all-hands, positioning experimentation as a force multiplier for the business. Vertical leads in SMB went on to replicate the frameworks I built in their own testing processes, extending the program's influence well beyond its original scope.
