Strategy
CRO & Personalisation Strategy
A comprehensive CRO and personalisation programme designed to boost conversions, enhance user journeys, and scale learnings across Cognism’s website — delivering structured testing, qualitative insights, and ICP-focused experiences.
Year:
2025
Industry:
B2B SaaS
Company:
Cognism
Project Overview:
In 2024-2025, I led the development of Cognism’s CRO & Personalisation Strategy, a core pillar of our website growth strategy plan. The goal was to create a structured and scalable experimentation programme to improve conversion rates, refine ICP-specific journeys, and enable data-informed decisions across our digital channels.
As Website & Creative Services Lead, I established the Website CRO Hub, a centralised Notion-based hub for briefing, tracking, and reporting all CRO initiatives. I also implemented a consistent reporting process (weekly Slack updates, monthly learnings recaps) to keep stakeholders informed and align website insights with marketing priorities.
The Challenge:
Cognism’s website lacked a centralised process for experimentation and personalisation, leading to:
Fragmented testing without consistent tracking or follow-up.
Limited insights sharing, reducing cross-team learning.
Low visibility for leadership on testing progress and results.
Unstructured ICP personalisation with few audience-specific experiments.
We needed a scalable CRO programme to:
Improve website conversions (particularly for MM+ audiences).
Establish structured workflows for testing, post-launch tracking, and insights sharing.
Validate experiments using both quantitative metrics (GA4, DreamData, Mutiny) and qualitative feedback (Wynter).
The Approach:
I designed and implemented a multi-layered CRO programme built on three foundations:
1. Centralised Hub & Processes
Created the Website CRO Hub in Notion, combining a Website Experiments Tracker, CRO Learnings Library, and Insight-to-Action Tracker.
Standardised test briefing templates, post-launch monitoring, and results reporting.
Implemented a structured approach to test prioritisation using two models - the Impact/Effort Matrix and the ICE Prioritisation Method to help us organise and prioritise more efficiently.
2. Personalisation & Segmentation
Increased focus on MM+ and Enterprise-specific tests, such as homepage hero messaging variations and tailored demo page content.
Used Clearbit enrichment and Mutiny to deliver segment-specific experiences for high-value audiences.
3. Enhanced Insight Validation
Incorporated Wynter surveys to validate messaging experiments before rolling out winning variants.
Delivered weekly CRO reports and Slack updates to provide clear, actionable insights for senior leadership and cross-functional teams.
Execution Highlights:
Launched Website CRO Hub: Centralised 100% of test briefs, results, and learnings.
Introduced a CRO Learnings Library: Documented winning and losing tests to scale insights across the site.
Personalisation Wins: Delivered tailored homepage messaging for MM visitors (+777% peak CVR uplift).
Social Proof Redesign: Improved SEO blog conversions with visual testimonial enhancements (+67% CVR uplift).
Qualitative Integration: Used Wynter to refine messaging tests before full rollout.
Stakeholder Engagement: Weekly CRO Slack updates and monthly recaps to keep senior leaders informed.
Results & Impact:
+777% peak CVR uplift on mid-market homepage hero messaging.
+67% CVR uplift on SEO blog pages with redesigned testimonial interactive modules.
Improved leadership visibility: Senior leaders cited the CRO programme as a key source of insights for website decisions.
Enhanced ICP targeting: Expanded personalisation for mid-market and enterprise segments across high-intent pages.
More Projects
Strategy
CRO & Personalisation Strategy
A comprehensive CRO and personalisation programme designed to boost conversions, enhance user journeys, and scale learnings across Cognism’s website — delivering structured testing, qualitative insights, and ICP-focused experiences.
Year:
2025
Industry:
B2B SaaS
Company:
Cognism
Project Overview:
In 2024-2025, I led the development of Cognism’s CRO & Personalisation Strategy, a core pillar of our website growth strategy plan. The goal was to create a structured and scalable experimentation programme to improve conversion rates, refine ICP-specific journeys, and enable data-informed decisions across our digital channels.
As Website & Creative Services Lead, I established the Website CRO Hub, a centralised Notion-based hub for briefing, tracking, and reporting all CRO initiatives. I also implemented a consistent reporting process (weekly Slack updates, monthly learnings recaps) to keep stakeholders informed and align website insights with marketing priorities.
The Challenge:
Cognism’s website lacked a centralised process for experimentation and personalisation, leading to:
Fragmented testing without consistent tracking or follow-up.
Limited insights sharing, reducing cross-team learning.
Low visibility for leadership on testing progress and results.
Unstructured ICP personalisation with few audience-specific experiments.
We needed a scalable CRO programme to:
Improve website conversions (particularly for MM+ audiences).
Establish structured workflows for testing, post-launch tracking, and insights sharing.
Validate experiments using both quantitative metrics (GA4, DreamData, Mutiny) and qualitative feedback (Wynter).
The Approach:
I designed and implemented a multi-layered CRO programme built on three foundations:
1. Centralised Hub & Processes
Created the Website CRO Hub in Notion, combining a Website Experiments Tracker, CRO Learnings Library, and Insight-to-Action Tracker.
Standardised test briefing templates, post-launch monitoring, and results reporting.
Implemented a structured approach to test prioritisation using two models - the Impact/Effort Matrix and the ICE Prioritisation Method to help us organise and prioritise more efficiently.
2. Personalisation & Segmentation
Increased focus on MM+ and Enterprise-specific tests, such as homepage hero messaging variations and tailored demo page content.
Used Clearbit enrichment and Mutiny to deliver segment-specific experiences for high-value audiences.
3. Enhanced Insight Validation
Incorporated Wynter surveys to validate messaging experiments before rolling out winning variants.
Delivered weekly CRO reports and Slack updates to provide clear, actionable insights for senior leadership and cross-functional teams.
Execution Highlights:
Launched Website CRO Hub: Centralised 100% of test briefs, results, and learnings.
Introduced a CRO Learnings Library: Documented winning and losing tests to scale insights across the site.
Personalisation Wins: Delivered tailored homepage messaging for MM visitors (+777% peak CVR uplift).
Social Proof Redesign: Improved SEO blog conversions with visual testimonial enhancements (+67% CVR uplift).
Qualitative Integration: Used Wynter to refine messaging tests before full rollout.
Stakeholder Engagement: Weekly CRO Slack updates and monthly recaps to keep senior leaders informed.
Results & Impact:
+777% peak CVR uplift on mid-market homepage hero messaging.
+67% CVR uplift on SEO blog pages with redesigned testimonial interactive modules.
Improved leadership visibility: Senior leaders cited the CRO programme as a key source of insights for website decisions.
Enhanced ICP targeting: Expanded personalisation for mid-market and enterprise segments across high-intent pages.
More Projects
Strategy
CRO & Personalisation Strategy
A comprehensive CRO and personalisation programme designed to boost conversions, enhance user journeys, and scale learnings across Cognism’s website — delivering structured testing, qualitative insights, and ICP-focused experiences.
Year:
2025
Industry:
B2B SaaS
Company:
Cognism
Project Overview:
In 2024-2025, I led the development of Cognism’s CRO & Personalisation Strategy, a core pillar of our website growth strategy plan. The goal was to create a structured and scalable experimentation programme to improve conversion rates, refine ICP-specific journeys, and enable data-informed decisions across our digital channels.
As Website & Creative Services Lead, I established the Website CRO Hub, a centralised Notion-based hub for briefing, tracking, and reporting all CRO initiatives. I also implemented a consistent reporting process (weekly Slack updates, monthly learnings recaps) to keep stakeholders informed and align website insights with marketing priorities.
The Challenge:
Cognism’s website lacked a centralised process for experimentation and personalisation, leading to:
Fragmented testing without consistent tracking or follow-up.
Limited insights sharing, reducing cross-team learning.
Low visibility for leadership on testing progress and results.
Unstructured ICP personalisation with few audience-specific experiments.
We needed a scalable CRO programme to:
Improve website conversions (particularly for MM+ audiences).
Establish structured workflows for testing, post-launch tracking, and insights sharing.
Validate experiments using both quantitative metrics (GA4, DreamData, Mutiny) and qualitative feedback (Wynter).
The Approach:
I designed and implemented a multi-layered CRO programme built on three foundations:
1. Centralised Hub & Processes
Created the Website CRO Hub in Notion, combining a Website Experiments Tracker, CRO Learnings Library, and Insight-to-Action Tracker.
Standardised test briefing templates, post-launch monitoring, and results reporting.
Implemented a structured approach to test prioritisation using two models - the Impact/Effort Matrix and the ICE Prioritisation Method to help us organise and prioritise more efficiently.
2. Personalisation & Segmentation
Increased focus on MM+ and Enterprise-specific tests, such as homepage hero messaging variations and tailored demo page content.
Used Clearbit enrichment and Mutiny to deliver segment-specific experiences for high-value audiences.
3. Enhanced Insight Validation
Incorporated Wynter surveys to validate messaging experiments before rolling out winning variants.
Delivered weekly CRO reports and Slack updates to provide clear, actionable insights for senior leadership and cross-functional teams.
Execution Highlights:
Launched Website CRO Hub: Centralised 100% of test briefs, results, and learnings.
Introduced a CRO Learnings Library: Documented winning and losing tests to scale insights across the site.
Personalisation Wins: Delivered tailored homepage messaging for MM visitors (+777% peak CVR uplift).
Social Proof Redesign: Improved SEO blog conversions with visual testimonial enhancements (+67% CVR uplift).
Qualitative Integration: Used Wynter to refine messaging tests before full rollout.
Stakeholder Engagement: Weekly CRO Slack updates and monthly recaps to keep senior leaders informed.
Results & Impact:
+777% peak CVR uplift on mid-market homepage hero messaging.
+67% CVR uplift on SEO blog pages with redesigned testimonial interactive modules.
Improved leadership visibility: Senior leaders cited the CRO programme as a key source of insights for website decisions.
Enhanced ICP targeting: Expanded personalisation for mid-market and enterprise segments across high-intent pages.