Abdul Samad

Led CRO strategy for direct-response eCommerce brands across landing pages, funnels, advertorials, checkout flows, and upsell sequences. Managed cross-functional teams (design, copy, development, analysis, media) to improve acquisition efficiency and on-site conversion performance. Planned and executed A/B and multivariate testing programs to increase CVR, AOV, EPC, and ROAS, with QA, implementation, and accurate tracking across GA4 and TripleWhale. Identified friction points and revenue opportunities using heatmaps, session recordings, funnel analytics, and attribution data. Partnered with paid media teams to align creative messaging and on-page experience with audience intent, and built KPI frameworks and dashboards to track testing velocity and experiment impact for executives and clients.

Owned CRO for a high-traffic funnel (~10M monthly sessions), running about 15 A/B tests per month with structured, hypothesis-driven pre-analysis. Managed end-to-end experimentation cycles including research, hypothesis development, UX design, testing, rollout, and post-test evaluation. Conducted funnel analysis and competitive benchmarking to prioritize highest-impact opportunities across the user journey. Used Figma and AI-assisted prototyping tools (Lovable, V0) to speed up iteration. Evaluated results with statistical rigor to determine validity and confidently scale winning variants.

Performed full-funnel audits and user journey analysis for Shopify stores to identify conversion bottlenecks, spikes, and drop-offs. Used GA4, Microsoft Clarity session replays, heatmaps, and Shopify analytics to conduct heuristic audits and refine UX/UI with data-backed decisions. Shipped 12–16 experiments per quarter using A/B tests, multivariate, and redirect testing with hypothesis-driven pre-analysis plans. Optimized pages with social proof, trust signals, and urgency/FOMO messaging to improve CVR, AOV, and engagement. Provided weekly/monthly reporting and used results to continuously iterate CRO roadmaps.