Case study · Dijitally x Afterpay · US, UK (Clearpay), AU

CRO tests to generate leads

A testing programme to grow sign-ups on Afterpay’s global B2B website.

The customer: Businesses considering Afterpay
Team: Growth marketing manager, UI designer, and me as optimisation lead and UX
Skills: Conversion rate optimisation
A/B testing
Wireframes
Stakeholder management

The same sign-up page in two regional brands: Afterpay in green, Clearpay in mint, each with the lead form beside the headline

The problem

Afterpay’s global team had no way to keep testing and improving their B2B website, or its most important page: the form businesses use to apply.

How I solved it

01Set up a CRO playbook with the client, defining who owns design, testing and sign-off.
02Built a master test tracker that folded in UX audit findings, and won over a hesitant team by framing the programme around learning, not being right.
03Turned metrics from Afterpay’s data scientists into test recommendations.
04Designed wireframes, briefs and dev notes, then worked with the UI designer to apply the brand across US, UK and AU.

Outcome

Phase 1 launched with over 10 tests, combining new designs with multivariate tests.

Inside the work

Slide showing the scope of the CRO programme — From my process slides: the scope of the CRO programme.

Slide showing the experimentation process — The experimentation process I set up for the team.

What I learned

Some metrics the client wanted to test, like scroll depth, are too subjective for A/B testing. I pushed for usability testing in phase 2.