2025
AB Testing
Objective: Optimize Ultradent.com to increase conversion and revenue metrics solving user journey satisfaction.
Background: We knew our site isn't perfect there are ways we could test changes before spending development time to measure improvement. This opportunity allowed us to make improvements using data-driven feedback to see the impact.
Benefit: Allowed us to test new updates on the site before spending development time and measure the impact.
Team: (self) Lead UX designer + PM + manager
Results. Led A/B testing initiatives that uncovered and optimized over 10 conversion opportunities in 2025, driving measurable increases in engagement and revenue
Monthly
AB Tests
10%+
Conversion
14%+
Reorder Activity
23%+
User Registration
Audience: Internal
Process: Screen recording software helped identify confusion and usability issues. Presented initiatives to submit findings and activities before spending development time.
Tools: Crazy Egg
#1
Opalescence PF Configurator Open vs Selected
Process: Reduce the amount of clicks for our users and increase conversion rate on add to carts
Dec 9, 2024 – Feb 17, 2025
B Winner: Helped users select whitening options quicker, reducing additional steps to successfully add to cart. Increased conversion rate by 10%
#2
Category Section Product Images vs Icons
Process: Homepage to improve conversion and product awareness by testing additional product family images
Jun 9, 2025 – Jun 17, 2025
B Winner: Users preferred the new category section showing product images alongside the product icon. Educated users providing more visual interests in the variety of categories we carry. B converted 87% better than A.
#3
Reorder Emphasis
Summary: Increase awareness of the Reorder feature and improve conversion on the reorder navigation
July 1, 2025 – July 30, 2025
B Winner: Users preferred the highlighted reorder section increasing conversion on Reorder feature. Increased conversion rate by 14%
#4
Online Registration
Summary: The current Register for an Online Account doesn’t match the current design system for buttons. We will conduct an A/B test for the redesigned button to see if it improves conversion
Aug 4, 2025 – Aug 26, 2025
B Winner: Confirmed users we’re confused about the current Register button and preferred the updated Register for an Online Account increasing conversion on Registration by 23%.
Additional opportunities are currently in testing or planned in the future
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