I served as Senior Associate Director of Digital Strategy and Design at Wharton Executive Education until June 2021. During that time I was responsible for project management, strategy, design, and implementation of new features of the site. The current itteration of the site is in WordPress has over 3 million page views annually. It consists of over a 100 static pages, 70 program ecommerce pages, over 500 dynamic pages (driven by an API), and over 55 application forms.
A/B Testing of Home Page Section
Below is an example of the many A/B tests I helped run on the Executive Education website.The goal of the test was to see which option resulted in the highest clickthroughs to Wharton’s topic pages. The simple icon treatment was the winner with a statistically significant lift. I proposed this treatment for the home page topic section since it offered a clear navigation choice on a page with a lot of information.
The winning test had a 7.38% lift over test #1 and a 3.8% lift over test #2. The test ran for 56 days with 30,961 sessions which gave us the results with 95% confidence.
Click each thumbnail to view at a larger size.
For Individuals Page
Online Programs Page
Program (Product) Page