International Web Funnel Redesign: Driving +30% Conversion and +$1B in Annual GOV
INternational Web Funnel Redesign
Driving +30% Conversion and $1B in Annual GOV
Overview
When I joined Vivid Seats, the web funnel, the company’s primary revenue channel, hadn’t been meaningfully redesigned in years. Competitors were shipping faster, cleaner experiences, while our conversion lagged. Features were often released without proper tracking or usability testing, leaving leadership unsure which design changes drove real outcomes.
I led a cross-functional UX and product design initiative to redesign the end-to-end conversion funnel (Landing → Purchase). By applying human-centered design, design thinking, and A/B experimentation within an Agile environment, I proved that embedded design could directly deliver a billion-dollar business impact.
The Challenge
The business relied heavily on paid customer acquisition with limited retention strategies.
The funnel was cluttered, outdated, and underperforming compared to competitors, with high drop-off throughout.
Features like urgency messaging launched without analytics or experimentation, creating leadership skepticism.
My Role
As Senior Manager of UX (Head of Product Design), I:
Restructured the design org from an in-house agency into embedded squads aligned to OKRs.
Built strong partnerships with product and engineering, influencing roadmaps and marketplace strategy.
Hired, coached, and mentored designers and researchers, raising expectations on craft and performance.
Stood up our consumer analytics and experimentation platforms (Optimizely, Fullstory).
Stayed hands-on: facilitating workshops, running usability testing, and prototyping in Figma to guide experiments.
The Approach
1. Proving Experimentation Works
We launched our first controlled A/B test by redesigning the “deal score” on listings. The variation drove a 19 bps lift in conversion, equating to a 3% increase in web revenue. This early win secured leadership buy-in for data-driven design and established an A/B testing framework as standard practice.
2. Performer Page Redesign
Problem: Fans struggled to find relevant events on our most-visited page.
Solution: Introduced filters, simplified hierarchy, and surfaced relevant productions.
Outcome: +60% CTR to production detail pages (PDPs).
Visual: Before/after performer page, with scalable scaffolding for future UGC and content.
3. Checkout Optimization
Problem: Friction and lack of trust signals drove abandonment.
Solution: Iterative tests on simplified forms, urgency/scarcity messaging, and trust-building summaries.
Outcome: +15% improvement in checkout completion.
Visual: Simplified, multistep form.
4. Guest Checkout
Problem: Analytics revealed 80% drop-off at mandatory account creation.
Solution: Launched guest checkout with lightweight email capture or social sign-in. Design led the success measurement, pre-launch research, and multiple rounds of design.
Outcome: +20% CTR improvement from checkout start to sign in (step 1 > step 2).
Image in the above mocks.
5. Apple Pay on PDP
Problem: Users wanted the fastest path to purchase and old checkout required ~5-10 steps to ultimately purchase a ticket.
Solution: Added Apple Pay directly on the Production page for one-click checkout. Required robust experimentation and new scalable drawer layout.
Outcome: +24 bps lift in Production → purchase conversion.
Visual: Production page with Apple Pay
The Outcome
+30% overall web conversion across the funnel.
$1B in incremental annual gross order volume (GOV).
40+ experiments launched in year one, embedding a culture of data-driven decision making.
Improved customer acquisition and retention by reducing friction and building trust.
Reflection
This initiative was more than a funnel redesign — it was an organizational shift. By combining human-centered design, experimentation, and data analytics, we proved that design could deliver measurable growth.
The result wasn’t just a billion-dollar revenue impact. It was a redefinition of design’s role — from tactical UI delivery to strategic business partner.
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All typos are purposefully left in so you know this wasn’t AI-generated. Maybe.