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The Challenge

These B2B teams across a $4B organization were shipping based on instinct and stakeholder input, not insight.

Their conversion funnel was unpredictable.

Resources were wasted on features and redesigns that didn’t move the needle.

Key problems

No A/B testing discipline.
Inconsistent conversion rates.
Unclear which changes were working (or why).

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What I Did

Built a scalable A/B testing framework tied to hypotheses, not opinions.
Designed a testing backlog system that enabled 200+ tests across landing pages, CTAs, content, and flows.
Mapped the end-to-end customer journey to identify conversion drop-offs.
Worked cross-functionally to align growth, design, and engineering around what was testable vs speculative.
Created feedback loops so results fed into prioritization.

How I Think

I don’t test features. I test assumptions.

This work wasn’t just Conversion Rate Optimization (CRO) - it was building a product experimentation system that:

Reduced debate cycles.
Protected engineering time.
Delivered compounding learning across a $4B organizational portfolio.

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Results

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🚀 Up to 2x improvement in conversion rates.

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📉 Reduced resource waste across design/dev.

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🧪 200+ tests executed in a structured cadence.

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💬 Improved stakeholder alignment via test-based narratives.

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Client name under NDA.

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Targeting to Staff, Principal, or Lead Product Roles

Series A-F funded SaaS stuck between $500K-$10M ARR?

Need someone who speaks both product and revenue?

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Message me → LinkedIn

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Darpan Dadhaniya

Toronto, Canada

About Me

Leadership Values

Product Thinking

Sitemap

Playbooks

Product-Led Growth

Activation Playbook

Product Foundations

Metrics Playbook

Roadmap Playbook

Prioritization Playbook

Experiments Playbook

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