"During my time as a project manager at XYZ, I managed the development of the client's e-commerce website. Once the site was up, we continued to manage the back-end. The client had a very specific taste in aesthetics which did not translate well for the business. For example, they picked graphics that could confuse customers. I did a quick research about how their choices would negatively impact customer engagement and presented the facts to them. We reached a compromise for go-live, but the final product still bothered me.
So, in the first couple of months of the site being live, I plugged in a website heat-mapping tool that would monitor at which parts of the web pages customers dropped off. Long story short, I proved that customers were confused by the visuals. I proposed to run an A/B test with visuals that my creative director and I thought would be simpler, but still well-aligned with the client's brand. Our A/B test proved us right. In the end, we were able to persuade the client to change the graphics. In addition, we started implementing the same A/B process for other clients and it really helped the company establish authority in the web development space."
