At Nabler, as Senior Manager of User Research, I led a research team of three to optimize email footers for a higher education client, PEC. Our mixed methods study identified the most effective email template, boosting conversion rates.

Company Overview: Nabler, a data analytics agency, is undergoing a rebranding process as of June 2021.

Study Overview: At Nabler, I led a study for PEC, focusing on Conversion Rate Optimization (CRO). We used an explanatory research approach, combining qualitative and quantitative data.‍

Image of slides of change recommendations from study

Objective: Enhance user engagement on PEC's websites by identifying strengths and weaknesses. Improve user experience to attract and retain more students‍

Challenges: Persuading the client to value qualitative data. I used the qualitative data to triangulate and explain the quantitative data.‍

Method: I convinced the client to use a mixed methods study, combining SEO and Google Analytics with user interviews and usability testing.

3/5 users found the first and third emails most helpful

2/5 participants found the third email least helpful

2/5 users recommended adding contact info and deleting some text from the first email

The first email had the biggest appeal, because of the mixed sentiments with the third email.

By pinpointing key metrics through the collaboration of the CRO data analytics team and data scientists and integrating experience research into the product roadmap, we effectively monitored progress, providing informed recommendations for future studies and design enhancements.