Driving growth through content experimentation
Skills: A/B testing, multivariate testing, driving growth/acquisition through content strategy
Company: JPMorgan Chase
My role: Lead content designer, responsible for identifying experimentation opportunities to drive progress toward product OKRs
Collaborated with: Product managers, UX designers and researchers, data and analytics specialists, developers
Background
Throughout 2023, I led content experimentation strategy on the Chase Credit Journey product. This work drove business results, informed product strategy and demonstrated the importance of user-centered content strategy to key stakeholders. One of our successful experiments resulted in a 10.6% increase in the enrollment rate through a key entry point, helping the product team achieve enrollment OKRs and bolstering support for ongoing experimentation.
The Challenge
How might we encourage more users to sign up, without adding new entry points or making significant design changes?
I proposed testing alternative content options and aligned the team on a hypothesis to focus our approach. I then drafted and presented new header and CTA content variants for a multivariate production test.
Our hypothesis: Highlighting the product’s value propositions will result in higher enrollment rates than relying on the branded feature name.
Control
Experiment variants
Content variant details are considered proprietary and cannot be displayed publicly.
Results
In addition to helping the team achieve a key OKR, the experiment also gave us new data on what messaging and value propositions resonated with our users, helping inform future content decisions.