Testing
Marketing
Designed
Dec, 2025
A/B/C Tests of Sign In Page Ad
A/B/C Testings
A/B/C Testings
A/B/C Testings
of Sign In Page Ad
of Sign In Page Ad
of Sign In Page Ad
Test 1: Measuring the influence of lifestyle imagery on the sign-in page on user CTR
Purpose Build awareness and generate excitement around Zoom new platform messaging and AIC 2.0 GA. (1 week for design, I’m the sole designer)
Business Objective
Increase engagement with sign in page
Hypothesis from campaign manager
If the ad includes lifestyle imagery, then more visitors will engage with the AI ad due to it being more visually compelling and relatable.
Key Metrics
Primary KPI: Clicks on ad and click-through rate
Secondary KPI: Action take on the landing page that the ad directed traffic to
Guardrail KPI: Sign in success rate
Role:
Product Designer (Growth team)
The team:
PM, Data Scientist, Marketer
Timeframe:
Dec, 2025
Will lifestyle imagery help with marketing ad CTR?
*Original sign in page
Control group
Variable group
Results The control (no lifestyle imagery) significantly outperformed the variant (lifestyle imagery), garnering a 23.8% higher CTR this reduced CTR is also correlated with a reduction of purchase propensity.
Thoughts & Takeaway 🤔
Ensure the images align with brand and target audience
Use image to complement marketing messaging, not overshadow it
Test 2: Measuring the influence of Ad & title on the sign-in page
(mobile/tablet)
Problem
We have an ad on sign in page today, but it’s not mobile enabled, we want to increase exposure of marketing ads to create more awareness
However, sign-in rates are a priority for the business and we don’t want to distract users from signing in.
Hypothesis from PM
If we introduce a mobile banner on sign in page, there will not be negative impact to sign in rates.
Key Metrics
Primary KPI: Clicks on banner and click-through rate
Guardrail KPI: Sign in rate
A
A
A
B
B
B
C
C
C
Results
Treatment B (sign in header, no banner) has improved sign in rates by 6%, while Treatment C (sign in header + marketing banner) has reduced sign in rates by -2%
There has been no observed impact to any secondary or guardrail metrics at this point.
While we have seen the CTR of the new banner settle around 2% of total visits, we also see about 1/3 of these customers never return to complete the sign in process️.
Based on these findings, we can conclusively say that the mobile banner distracts from the page intent.
Learning about collaboration & Work as a designer in business company
Yuexiu’s learnings
I’ve realized that a full revamp isn’t always the answer. It’s crucial to prioritize the team’s business objectives and technical considerations, offering design solutions that meet our partners’ expectations and foster trust.
By validating these solutions with A/B testing and iterating, we can achieve impactful results.
Even minor design changes can create significant value, delivering business benefits while saving design and development efforts.🚀
There are no right or wrong solutions, only solutions that balance business objectives with user experience.
Campaign Manager
Campaign Manager
Campaign Manager
The login page is a must-pass point for users, with high and stable traffic, making it a prime location for ad placement.
AI ads can be precisely targeted, improving click-through rates and conversion rates.
The login page is a must-pass point for users, with high and stable traffic, making it a prime location for ad placement.
AI ads can be precisely targeted, improving click-through rates and conversion rates.
The login page is a must-pass point for users, with high and stable traffic, making it a prime location for ad placement.
AI ads can be precisely targeted, improving click-through rates and conversion rates.
PM
PM
PM
Conversion rates and profitability are key goals, but they must be balanced with long-term user retention.
If ads negatively impact login success rates, it could lead to user churn and harm long-term revenue.
Conversion rates and profitability are key goals, but they must be balanced with long-term user retention.
If ads negatively impact login success rates, it could lead to user churn and harm long-term revenue.
Conversion rates and profitability are key goals, but they must be balanced with long-term user retention.
If ads negatively impact login success rates, it could lead to user churn and harm long-term revenue.
Business Challenge
Business Challenge
Business Challenge
Maintaining login success rates is critical to ensuring users smoothly enter the product.
Maintaining login success rates is critical to ensuring users smoothly enter the product.
Maintaining login success rates is critical to ensuring users smoothly enter the product.
FE Dev
FE Dev
FE Dev
I hope the ad section can be designed as a reusable, modular component. Since ad content is time-sensitive and requires frequent updates to images and copy, this approach would reduce development effort and improve maintainability.
I hope the ad section can be designed as a reusable, modular component. Since ad content is time-sensitive and requires frequent updates to images and copy, this approach would reduce development effort and improve maintainability.
I hope the ad section can be designed as a reusable, modular component. Since ad content is time-sensitive and requires frequent updates to images and copy, this approach would reduce development effort and improve maintainability.
BE Dev
BE Dev
BE Dev
To minimize technical debt and potential risks, I’d prefer to keep the overall page structure intact, especially the core functionality. The integration of the ad module should be as non-invasive as possible to avoid impacting the stability of existing features.
To minimize technical debt and potential risks, I’d prefer to keep the overall page structure intact, especially the core functionality. The integration of the ad module should be as non-invasive as possible to avoid impacting the stability of existing features.
To minimize technical debt and potential risks, I’d prefer to keep the overall page structure intact, especially the core functionality. The integration of the ad module should be as non-invasive as possible to avoid impacting the stability of existing features.
Technical Challenge
Technical Challenge
Technical Challenge
Minimize development workload, enhance maintenance efficiency, and ensure the stability of current features.
Minimize development workload, enhance maintenance efficiency, and ensure the stability of current features.
Minimize development workload, enhance maintenance efficiency, and ensure the stability of current features.
Yuexiu (The sole designer)
Yuexiu (The sole designer)
Yuexiu (The sole designer)
The sign-in page needs a revamp—it’s outdated and has plenty of opportunities for optimization, from user experience to visual design!
The sign-in page needs a revamp—it’s outdated and has plenty of opportunities for optimization, from user experience to visual design!
The sign-in page needs a revamp—it’s outdated and has plenty of opportunities for optimization, from user experience to visual design!
Design Manager
Design Manager
Design Manager
Okay, but wait... What does the story really want? It’s about showcasing AI-driven marketing ads, right? Let’s give PM exactly that, even if the design feels a bit off for now. The test results will tell the real story.
Okay, but wait... What does the story really want? It’s about showcasing AI-driven marketing ads, right? Let’s give PM exactly that, even if the design feels a bit off for now. The test results will tell the real story.
Okay, but wait... What does the story really want? It’s about showcasing AI-driven marketing ads, right? Let’s give PM exactly that, even if the design feels a bit off for now. The test results will tell the real story.
UX Challenge
UX Challenge
UX Challenge
The sign-in page is the first impression for customer, and excessive or poorly designed ads may lead to user drop-off.
The sign-in page is the first impression for customer, and excessive or poorly designed ads may lead to user drop-off.
The sign-in page is the first impression for customer, and excessive or poorly designed ads may lead to user drop-off.
Project overview
The Context: As a Product Designer stepping into my first comprehensive visual branding project, I embraced the challenge of defining Hologrow’s core identity from the ground up.
The Vision: A successful visual identity is the anchor of brand consistency. For Hologrow, I designed a scalable system to unify all brand imagery and marketing collateral across both internal and external channels.
The Outcome: Visual branding is more than just a logo—it is an ecosystem. By defining core design elements and establishing clear guiding principles, I created a comprehensive design scheme. The result is a cohesive, distinctive look and feel that ensures every touchpoint is instantly recognizable as Hologrow.
Role:
Visual Designer
The team:
CEO
Timeframe:
Oct - Nov 2025