By interviewing customers and watching their interaction using replay tools (like FullStory), I identified several pain points during the signup onboarding process. This guided my redesign of the onboarding process which increased conversion.
I ran A/B tests to achieve a statistically significant increase in conversion by changing the text on the Buy button based on the price & type of product. I.E. certain products converted better with "Add to Basket" while others did better with "Buy Now."
Increased conversion by making PayPal the default payment method on mobile devices.
Completed a successful series of A/B tests to prove that adding videos to product pages did not significantly increase interaction or conversion, and was not worth investing in. We avoided wasting money into a potentially expensive project.