Guidely · Consulting engagement

Structured experimentation to find product-market fit

Problem

Users weren’t completing onboarding or booking sessions, and landing-page conversion was below expectations.

My role

Built the experiment framework and led tests across landing page, onboarding, creative and audience targeting.

Timeframe

Part of my independent consulting work (2022 – present).

Outcome

More than doubled session show-up rates and lifted landing-page conversion.

8.5% → 17.6%

Show-up rate for first sessions, after adding Phone, Zoom and Text booking options

18% → 22%

Landing-page conversion to “Get Matched” after the redesign

Experiment 1

Onboarding flow

Hypothesis: users will be more likely to complete onboarding and schedule a session if given more options (Phone, Zoom or Text) and if some fields are removed.

Result: removing fields did not significantly increase completion, but offering multiple booking options increased show-up rates from 8.5% to 17.6%.

Experiment 2

Landing page redesign

Hypothesis: clearer messaging, authority logos, testimonials and a sticky header will increase clicks on “Get Matched.”

Result: conversion rose to 22% from an 18% average. The “Guidely vs. Therapy” illustration was not well received and was adjusted.

Experiment 3

“How It Works” screen

Showing the three-step process (questionnaire, guide matching, first session) early in onboarding set expectations and reduced drop-off.

Creative

UGC ads and audience targeting

Testimonial-style UGC video was tested against static ads, alongside personality, lookalike and demographic audience segments.

What I learned

Failed assumptions were as useful as wins

Some assumptions, like removing the budget question from onboarding, didn’t hold. Each result shaped the next test.

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