Lifting conversion ~115% by removing friction from Kinetic's web funnel

The address check is the heart of Kinetic's web funnel: it's where a shopper learns whether fiber is available at their address. Friction along that path, and room to improve the quality of the traffic arriving at it, was holding back the number of shoppers who became qualified leads.

• Diagnosed before building. I combined GA4, Tableau, FullStory, and Voice of Customer feedback to find where shoppers were stalling, then set the roadmap and priorities from that evidence.
• Streamlined the address-check funnel and removed digital friction along the path from check to qualified lead.
• Ran continuous experiments. I own A/B testing for customer-facing experiences, running 2–6 tests a month, often concurrently.
• Sped up testing. I integrated a new A/B testing framework with no-code rollout, so marketing could deploy changes faster.
• Improved traffic quality in partnership with SEO, so more of the visitors arriving were likely to convert.
• Kept leadership close to the numbers. I report KPIs to executive leadership weekly and build business cases for VP-level stakeholders.

The gains came from fixing friction one tested change at a time on the path from address check to qualified lead, while SEO work improved the traffic arriving at it. Each test earned its place before it scaled.