The Challenge

A video streaming company’s product and growth teams faced three main obstacles. They couldn’t identify which UX elements caused user drop-off in the conversion funnel from free sign-ups to purchases. They needed to improve conversion rates without increasing paid marketing budgets. And they struggled to strategically prioritize testing ideas amid conflicting stakeholder opinions and uncertainty about effectiveness.

What We Did

Adasight implemented a structured four-step experimentation approach:

1. Qualitative and heuristic analysis — Identified major drop-off points and friction areas in the user experience through systematic evaluation
2. Structured hypothesis generation — Developed and ranked testing ideas by effort, impact, and profitability to ensure the highest-value tests were run first
3. A/B and multivariate testing — Executed controlled tests on critical pages with incremental measurement to isolate the impact of each change
4. Collaborative interpretation sessions — Used data to objectively select winning variations, removing opinion-based disagreements from the decision process

The Results

The experimentation model delivered extraordinary results: a 98% increase in sales revenue and a 2x increase in subscription value. Beyond the immediate metrics, the engagement established an experimentation framework adopted by both product and growth teams, along with an ongoing experimentation culture program focused on continuous LTV improvement.