Optymalizacja marketingu e-commerce amerykańskiej marki kosmetycznej – plan testów A/B dla sklepu internetowego

Project Description:
I developed the A/B Testing Framework for a U.S.-based beauty brand’s e-commerce marketing strategy. This project involved structuring a data-driven experimentation process aimed at optimizing campaign performance, customer engagement, and conversion rates across digital channels.

I outlined key testing opportunities within email, paid ads, and on-site messaging, and created a systematic approach for prioritizing test ideas based on potential impact and resource feasibility. Responsibilities included drafting test briefs, defining success metrics, and collaborating with cross-functional teams to ensure effective execution.

The project leveraged analytics tools, user behavior data, and industry benchmarks to guide hypothesis generation and continuous performance refinement. Below are examples of the test planning documents, creative variant briefs, and reporting templates used to evaluate and scale winning strategies.