In this project, I successfully led an initiative to revamp the account creation email process, utilising A/B testing to drive significant improvements in user engagement.

I focused on enhancing value and simplifying user interaction by comparing a standard control email against a creatively optimised variation—the variation, featuring a direct call-to-action and an illustrative GIF, increased click-through rates.

This result underscores the importance of data-driven decision-making and highlights my ability to innovate and execute strategies that resonate with users.

The project concluded with a recommendation for ongoing A/B testing to refine our approach further, showcasing my commitment to continuous improvement and user-centric design.

If we shorten the account creation email, use a header image-sharing process, and include GIFs in the email, we'll increase CTRs.

Original email

Generic header image

Encourages users to follow the process by contacting a human

Updated copy

Presents the process

Includes a high CTA to encourage users to Build An App

Follows the self-serve process

Consists of a GIF of the process

It allows users to schedule a time but isn't the primary CTA

The variation email performed better against the control email on CTRs.

We are 100% certain that the changes in the control will improve our CTRs.