Akansha Gupta

Own the end-to-end conversion funnel across acquisition, onboarding, pricing, and checkout, mapping the full user journey to find where users drop off and driving measurable uplift at each stage. Translate behavioural data into a prioritised, testable hypothesis roadmap; set success metrics, guardrails, and statistical-rigour standards for a high-velocity testing programme. Serve as the technical authority on GA4 funnel analysis, GTM event tracking, and A/B test configuration, ensuring data integrity and clean experiment attribution across every touchpoint. Drive cross-functional delivery with Product, Design, and Engineering, writing briefs and shipping winning variants validated against pre- and post-launch data. Proficient in building AI workflows using Claude to accelerate experiment design, variant copy, and results synthesis, cutting time-to-hypothesis by 40% and lifting documentation quality team-wide.

Funnel & Checkout GA4 & GTM Experimentation Roadmap AI-assisted Testing Cross-functional Delivery

Led end-to-end CRO for an 8-figure DTC brand on Shopify, owning the experimentation roadmap across landing pages, PDPs, cart, and checkout flows. Ran 25+ A/B and multivariate tests monthly, diagnosing funnel drop-off (Add-to-Basket to Begin-Checkout) through GA4, heatmaps, and session recordings to surface high-impact opportunities. Built and optimised high-converting landing pages such as advertorials, listicles, and hero LPs for paid and organic traffic in Shopify and Replo, iterating on layout, messaging, and CTAs to lift landing-to-checkout conversion. Wrote clear test briefs and partnered directly with Design and Engineering to ship winning solutions fast, validating every change against data before and after launch. Benchmarked competitors and leading D2C subscription brands on design, features, and messaging, feeding actionable opportunities into the website roadmap. Reported on conversion rate, checkout completion, and revenue per session, aligning CRO initiatives with broader growth and revenue goals.

Shopify DTC CRO Landing Pages PDP & Checkout Heatmaps & Recordings Competitor Benchmarking

Architected and led end-to-end CRO for a portfolio of 75+ high-traffic DTC and subscription brands on Shopify and comparable platforms, consistently lifting conversion and checkout completion. Directed A/B and multivariate programmes from discovery to analysis; prioritised opportunities through funnel analysis, heatmaps, session recordings, and behavioural segmentation. Designed and optimised a high-volume landing page programme of advertorials, listicles, and hero LPs built in Shopify, Replo, Webflow, and Unbounce, maximising paid-traffic conversion across client brands. Diagnosed drop-off across PDP, cart, and checkout; led qualitative research (surveys, interviews, usability tests) to build an evidence-based hypothesis backlog that consistently beat opinion-led tests. Ran regular competitor and D2C benchmarking; established documentation, peer-review, and post-test learning frameworks that raised quality and cut experiment turnaround by 30%.

Conceptualised and launched a Build Your Own Bundle subscription programme for

ButcherBox, contributing 25% of annual revenue through iterative funnel optimisation. Built and scaled a CRO team and presented insight-led reports that directly shaped client roadmap decisions.

Shopify DTC & Subscription Landing Pages Experimentation at Scale Qualitative Research Team Leadership