ENPT
Product Design · Conversão & Aquisição | Editora Globo
Year
Role
Duration
Team
Tools
Subscription acquisition pages changed based on opinion, with no evidence of which version converted better.
Product Designer & Front-end: owner of the design and implementation of the variants in HTML/CSS/JS, within a cross-functional program with Digital Channels and marketing.
A continuous A/B testing program validated on Google Ads; winning variants become the standard across brand channels without sacrificing LTV.
A continuous A/B testing program on subscription acquisition pages for Editora Globo brands — O Globo, Valor Econômico and Clube O Globo — with occasional tests on Grupo Globo partnerships, such as Globoplay. Hypotheses come from Digital Channels, driven by subscription-media benchmarks, and I own the design and implementation of the variants. Each test is validated on Google Ads and then rolled out to internal channels. The focus is to grow conversion without sacrificing subscriber LTV.
Acquisition pages live in constant tension: they must convert now, but without attracting the wrong subscriber, who churns early and drags down LTV. Optimizing only for immediate conversion can be costly down the line.
The hypothesis originates in Digital Channels, and Marketing consolidates the test proposal. From there, the design and the code of the variants are entirely mine: I am responsible for structuring the landing pages and putting each test live. I then co-present the results together with Marketing. It is a role of owning execution within a cross-functional program, not a solo project.
Digital Channels spots the opportunity and Marketing consolidates the test proposal.
Hypotheses are prioritized by effort × impact before entering the queue.
I design and implement the variants in HTML, CSS and JavaScript. This stage is mine.
The test runs on an 80/20 model on Google Ads, preserving the institutional campaign's CPA.
Digital Channels measures the experiment and cross-references media data with the subscriptions CRM.
Marketing, design and channels decide together; the winning variant goes to internal channels.
Each cycle takes about two weeks. The program has run since 2023, with one or two active tests every month, covering O Globo, Valor Econômico and Clube O Globo.
Each test starts from a subscription-media benchmark and runs on an 80/20 model, preserving the institutional campaign CPA. The hypothesis that wins on Google Ads is taken to internal channels.
The winning variant is rarely a full redesign. It is almost always a reordering of priorities: bringing value and social proof up and making the decision easier.
The more direct approach outperformed the institutional one in conversion and margin.
Moving the print product to the top of the page raised the share of conversions and margin.
Adding the Globoplay tagline to the page improved conversion and margin.
The more direct version increased conversion and reduced cost per acquisition.
The most important learning did not come from comparing A and B, but from within the analysis: the media platform and the subscriptions CRM diverged on the same sales. Reading the result by the media's attribution model or by the CRM led to different decisions, which changed how the team decides which campaigns to scale.
Tests are validated on Google Ads and then taken to internal channels (on-site placements, backend barrier and AMP).
The figures for each test are confidential and are not shown here. The focus is the direction of results and what each experiment taught.