SelectQuote Digital Experimentation
Introduced experimentation framework using Optimizely and Jira Product Discovery, enabling 25+ hypothesis-driven tests that generated conversion lifts of 4-6% and improved qualified lead conversion by 12%.
Overview
At SelectQuote, I spearheaded the implementation of a comprehensive digital experimentation framework that transformed how we approached product development and optimization. This initiative combined Optimizely for A/B testing with Jira Product Discovery for hypothesis management and roadmap prioritization.
Challenge
SelectQuote's digital products were being developed based on assumptions rather than evidence. Without a systematic approach to testing, we were missing opportunities to optimize conversion rates and improve the customer experience. The organization needed a culture shift toward data-driven decision-making.
Solution
I introduced and championed a complete experimentation framework that included Optimizely for running A/B tests, Jira Product Discovery for hypothesis generation and tracking, and established processes for experiment design, execution, and analysis. I trained cross-functional teams on experimentation best practices and created a test backlog with prioritized hypotheses.
Impact
- Executed 25+ hypothesis-driven experiments across digital properties
- Achieved consistent conversion lifts of 4-6% on tested experiences
- Improved qualified lead conversion by 12% through iterative testing
- Established experimentation culture across product, design, and engineering teams