Kaushik Kannan, a former member of the e-commerce marketing team at Capital One, shares his experience of launching an A/B test that generated significant revenue. The test involved adding conversion-focused calls-to-action (CTAs) to an informational page for balance transfer cards. The hypothesis was that these CTAs would drive more conversions. Kaushik and his team collaborated with cross-functional partners and overcame initial hesitations by focusing on the opportunity and the potential value. The test resulted in a lift of $1.2 million in present value per visitor. Kaushik also discusses the importance of building trust and fostering collaboration between teams, as well as the process of backlog grooming and long-term planning in product management.Keywords

A/B testing, conversion-focused CTAs, revenue generation, collaboration, trust-building, backlog grooming, long-term planningTakeaways

• Adding conversion-focused CTAs to an informational page can significantly increase conversions and revenue.
• Building trust and fostering collaboration between teams is crucial for successful product management.
• Backlog grooming and long-term planning are essential processes in product management.
• Meeting face-to-face and listening to team members can lead to better collaboration and project outcomes.

Titles

• Building Trust and Collaboration in Product Management
• The Importance of Backlog Grooming and Long-Term Planning

Sound Bites

• "Generated just under $2 million"
• "Port over some of the conversion-focused components"
• "Narrowing the scope, making the scope very clear and focused"

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