Notarize & Adasight: Driving Growth with Data Governance and A/B Testing

Data Governance:

• Coordinated with developers and teams to architect a robust data pipeline for Segment, GA4, ad platforms, and Klaviyo.
• Achieved accurate, reliable data across platforms to enable actionable analysis.

Experimentation:

• Conducted UX/UI assessments with heatmap analysis to identify pain points and develop hypotheses.
• Configured and ran A/B tests using LaunchDarkly, improving clickthrough rates and conversion rates by 10-15%.
• Introduced a new feature on marketing pages, now in full development, significantly enhancing user engagement.

Growth Model & Dashboard:

• Developed multiple growth model scenarios to align team responsibilities and foster collaboration.
• Built dashboards for real-time tracking, enabling teams to monitor progress against targets and identify improvement opportunities.

Notarize faced several challenges that hindered their growth:

• Disjointed data pipelines led to inaccuracies across GA4, ad platforms, and Klaviyo.
• A lack of systematic experimentation slowed progress on user engagement and conversion optimization.
• Teams needed better visibility into growth metrics and clearer alignment on responsibilities.

Planning:

• Collaborated with developers, designers, and stakeholders to define data architecture and establish event tracking requirements.
• Scoped experiments with UX/UI assessments, developing hypotheses for A/B testing.
• Aligned teams on growth model responsibilities and designed dashboards for performance tracking.

Execution:

• Implemented a data governance plan for accurate, consistent data across all platforms.
• Configured LaunchDarkly for A/B testing, running multiple experiments to validate hypotheses.
• Delivered dashboards to enable teams to gauge progress and make data-driven decisions.

• Increased Engagement: Improved clickthrough rates (top of the funnel) and conversion rates by 10-15% through targeted experiments.
• Data-Driven Growth: Enabled better decision-making with accurate data and actionable insights.
• Team Empowerment: Fostered collaboration and alignment through clear responsibilities and real-time reporting tools.