Revenue Resurrection: $3.4M from a Multivariate Test
Strategy Lead, Experience Design Lead
The quarterly sales event — a primary revenue driver — had hit a performance plateau for over a year. The legacy 'Incentive-First' model was actively causing user abandonment by forcing rigid segmentation too early in the funnel.
The Challenge
Championed a shift to Progressive Disclosure, replacing narrow offer-heavy entry points with a high-engagement all-vehicle discovery model. Validated this pivot through a longitudinal audit of the OEM sector and architected a three-way multivariate test to move from subjective debate to objective, clinical proof.
The Strategy
Toyota sales increased 1-2% while competitors saw 5-10% dips post-launch
The Impact
Achieved a 129% lift in CTR and a 6% lift in 'Request a Quote' actions
Added 540 qualified leads in just 2 weeks
Challenger 2 achieved a 23% close rate, redefining the organizational baseline
Unlocked a new roadmap for Model Landing Pages and the Factory Configurator across the entire digital ecosystem
AUTOMOTIVE · A/B TESTING · CONVERSION OPTIMIZATION
Breaking the Sales Plateau
To revive Toyota’s stagnant quarterly sales event, I challenged our rigid "Incentive-First" funnel, which was driving user abandonment. Despite being advised to delegate the project, I partnered with Agency Insights to spearhead a more strategic UX overhaul. After fighting for the pivot, the results proved the shift was necessary. I’m still waiting on the bonus, though!