Product-page optimization
Reworked the surfaces that close the sale — hierarchy, content and CTAs on the product page.
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Case study · CRO & Experimentation
Conversion optimization and personalization for a premium chocolate e-commerce — run as an always-on experimentation program where every change earns its place.
Overview
Lindt is a brand built on craft and quality, and the store has to feel like it. My job was to lift conversion and average order value through disciplined experimentation and personalization — making the experience better for shoppers, not just more aggressive.
Everything ran on evidence: hypotheses, tests, significance, then roll-out.
The challenge
Aggressive CRO tactics risk eroding a premium feel. We needed lifts that respected the brand, held up to statistical scrutiny, and could be defended in a number — not a vibe.
And it had to be repeatable: a program, not a one-off redesign.
What I owned
Reworked the surfaces that close the sale — hierarchy, content and CTAs on the product page.
Hypotheses, A/B tests in Adobe Target, and clean experiment analysis to call winners with confidence.
Adobe Sensei product recommendations tuned to real behaviour, not guesswork.
Approach
Used customer behaviour and analytics to find where the funnel leaked and which pages mattered most.
Designed variants, ran them in Adobe Target, and judged them on statistical significance — winners only.
Rolled winners out and layered Sensei-driven recommendations to tailor the experience per shopper.
Outcome