How Growth Engineering Turned a Small UX Test into Major Pipeline Impact—Without Increasing Ad Spend
In the growth engineering world, big wins often come from small changes—if you have the right infrastructure and mindset. I’d like to share a recent example of how a carefully targeted UX experiment on one of our marquee corporate-level events led to a significant, measurable pipeline boost.
The Challenge: High Friction, Lost Conversions
Analyzing our site analytics data (using Adobe Analytics), we saw a clear problem: a surprisingly large percentage of visitors to one of our most critical pipeline-driving corporate events never saw the registration form. This created friction in the funnel, and we were leaving valuable conversions on the table.
Our Hypothesis: Reducing Funnel Friction to Lift Conversion
Our cross-functional Growth Engineering team—bridging Demand Generation, Web, and Marketing Operations—identified a friction point. The registration form was placed at the very bottom of a lengthy event page. Visitors were losing momentum before reaching it.
Our hypothesis was simple yet powerful:
Adding strategically placed, frictionless CTAs would drive higher conversion by directly anchoring users to the registration form—without sacrificing messaging around event value.
We deployed a carefully structured A/B test to half our audience, allowing us to scientifically measure the impact.
Results: Small Test, Outsized Impact
The impact was clear and substantial:
A significant increase in registration conversion rate from visitor-to-registration.
This seemingly modest UX adjustment contributed nearly 10% growth in total registrations for this strategically crucial event.
This lift was especially notable among low-intent, organic site visitors—users who initially hadn’t come with the explicit intent to register, but converted once friction was reduced.
A Key Insight: Pipeline Impact Equivalent to Increasing Paid Media Spend by Over 10%
Here’s the kicker: to generate a similar lift in event registrations purely through increasing paid media, we would have needed to boost our paid media spend by well over 10%—and even then, additional friction from media-to-site attrition would still limit efficiency.
Instead, this simple Growth Engineering experiment efficiently captured real, incremental pipeline at effectively no additional cost.
Scaling This Growth Engineering Approach
What’s critical here is that this wasn’t a one-off test—it was a repeatable, scalable methodology. By investing in infrastructure, clean instrumentation, rigorous A/B testing frameworks, and cross-functional alignment, we created a flywheel effect:
A well-defined testing engine helped us quickly identify and address friction points.
Robust analytics and clear funnel definitions ensured precise measurement and attribution.
A structured experimentation process turned learnings into playbooks—scalable and reusable across the organization.
What’s Next: Building a Systematic, Full-Funnel Growth Engine
Looking ahead, we’re scaling these repeatable methodologies beyond event registrations—to onboarding flows, trial experiences, solution-specific landing pages, and international growth motions. By instrumenting our entire funnel, optimizing touchpoints through continuous experimentation, and aligning closely with RevOps and Sales, we’re building an enduring capability to unlock consistent, compounding growth.
This is how Growth Engineering can efficiently deliver sustainable pipeline impact—without relying exclusively on increased media budgets.
It’s not about finding a lucky one-off win. It’s about systematically engineering consistent, measurable, predictable growth.
