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A few engagements with consumer subscription apps, anonymized. Same pattern each time: find where the funnel leaks, fix what moves the number, prove it with a test.
A Full-Funnel Audit to Hit Target LTV:CAC
Benchmarked every funnel stage against best-in-class products, then fixed the four that mattered. Average LTV rose 144% and LTV:CAC 120% in four months.
A CRO Program That Consistently Beats Benchmarks
Deep user research plus a high-velocity testing program lifted conversion ~26% a quarter and added roughly $30MM in incremental revenue per quarter.
Overhauling the Acquisition Engine for a Profitable LTV:CAC
Pricing, on-site conversion, and cleaner paid-algorithm signals took LTV:CAC up 43% and to breakeven in four months.
Scaling Meta Ads While Increasing Spend Efficiency
Restructured targeting and consolidated onto winning creative to cut CPC 26% while scaling spend 260%.
Building a User-Centric Ads Strategy
Polled real users to find what they valued most, then built each ad-creative territory directly on a validated value prop instead of guessing.
An Activation Overhaul That Doubled Activation
Audited the signup and activation flows, cut the branching down to one core value prop, and doubled the activation rate.
Nearly Tripling Paid LTV:CAC in Four Months
Moved the paywall, restructured the Meta account, and took paid LTV:CAC from 0.15 to 0.42 by doubling how many installs reach a trial at 30% lower cost per trial.
Building a CRO Experimentation Program From Zero
Stood up an A/B experimentation program from nothing and ramped it to four experiments every two weeks, with the operating model owned by the client's team.
A Growth Dashboard That Explains Its Own Numbers
Built a growth dashboard where every metric carries the benchmark, the current value, the cause, and the move. Two of the headline numbers were actively misleading without it.
Designing a Free-to-Paid Transition Without the Churn Spike
Designed a reverse trial for 6,700 existing free users around the failure case rather than the success case, and redefined activation as a multi-user event.
Auditing a Paid Funnel With Nothing Measuring It
The ad account had run 325 days with zero events recorded. The audit reframed the problem from overspending to never having spent or measured enough to learn.
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Occasional writing on subscription growth, product-led strategy, and lessons from working with leading apps. No spam.