Avanquest - CRO & Monetization Design
Optimizing UX for conversions across a suite of product landing pages and funnels.
Overview
Over multiple product lines at Avanquest (including InPixio, PC HelpSoft, and more), I led a systematic CRO initiative to improve conversion across landing pages and key funnel steps. My remit spanned auditing existing experiences, designing new UI variants, and implementing front-end changes in HTML/PHP/JS in close collaboration with the analytics team, who provided experiment data and insights that guided each iteration.
The goal: ship a repeatable optimization framework that balances brand, UX clarity, and measurable performance—then scale it across products, languages, and campaigns.
Before
After
Challenge
Legacy pages and funnels had grown organically by product and campaign, resulting in inconsistent messaging, unclear hierarchy, and varying trust signals. The challenge was to standardize a high-performing pattern library while preserving each product’s voice, and to validate improvements through controlled experimentation guided by analytics data.
Operationally, we needed a workflow that allowed rapid iteration between design, development, and analytics teams while keeping attribution accurate and engineering overhead minimal.
Process
- Audit & Heuristics: Reviewed more than 30 pages and flows across products to identify recurring friction patterns such as CTA ambiguity, weak contrast, poor trust placement, and form friction.
- Hypotheses & Test Matrix: Worked closely with the analytics team to define measurable hypotheses and build a shared experiment backlog across copy, color, layout, and social proof.
Example tests:
- CTA color (blue → green) and prominence → +7% CTR
- Copy clarity (“Get this” → “Free Download”) → +12% clicks
- Trust badges near primary CTA → +5% conversion
- Shorter headline with benefit-led subcopy → lower bounce
- Design & Implementation: Produced high-fidelity variants in Figma and shipped componentized templates in HTML/PHP (Bootstrap) with progressive enhancements in JS. Coordinated with engineers to deploy variants efficiently and maintain tracking accuracy.
- Tracking & Analytics Collaboration: Worked alongside the analytics team to ensure all experiments were properly instrumented, including events, funnels, and attribution parameters. This allowed us to review results quickly and prioritize winning variants for rollout.
- Scale & Systemization: Consolidated validated components into a shared conversion design library that included standardized hero sections, CTA groups, trust modules, and pricing blocks. This reduced design and development time by roughly 40% across new campaigns.
