DTC Shopify stores
Custom Liquid sections from Figma, editable in the theme editor, for US consumer brands.
§ Work / One question per page
Turning an A/B test into
a permanent lead-gen funnel.
§ 01 — The brief
What was needed
A comparison brand running several insurance verticals depended on one thing above all: getting users from the landing page to a completed lead. I owned the experimentation layer — variants, tracking, and making sure the data could be trusted across domains.
- The funnel showed several questions per page: functional, but it asked a lot at once.
- Users moved between domains inside one funnel, so experiment data could fall out of sync.
- Tracking stopped at page-level events, which hid what happened inside each step.
§ 02 — The approach
What I did
- 01
Hypothesis
One question per page, for less to read on each step and more people reaching the end.
- 02
Build the experiment
Variants in Optimizely, with audiences targeted from query parameters, storage and other signals.
- 03
Consistent across domains
The same variant on every domain, so results reflect real behaviour instead of split sessions.
- 04
Granular tracking
Interaction-level events with the data team — dropdowns, inputs, each step — to see where users hesitate.
§ 03 — Tech notes
Under the hood
- Stack
- Nuxt / Vue funnel
- Experiments
- Optimizely, audiences from query parameters, storage and other signals
- Tracking
- Google Tag Manager + GA4, interaction-level events
- Consistency
- Same variant across every domain in the funnel
§ 04 — Results
+10%leads on the latest experiment
- One question per page outperformed the original across verticals.
- Promoted from experiment to the permanent default funnel.
- The setup was extended to more verticals and new platforms.
Takeaways
- A winning test only matters if it becomes the new standard.
- Trustworthy data across domains matters as much as the variant.
- Interaction-level tracking explains the “why” behind a conversion number.
Next case →
DTC Shopify stores