Turning Assumptions into Testable Hypotheses

Hearing care involves a personal decision. A conversion journey has to earn trust, explain the next step, and help people feel comfortable sharing their details. At audibene, my role was to turn those questions into experiments across different markets.

The problem

Performance varied between markets, and a convincing explanation was not necessarily a reliable answer. Customers brought different expectations to the same offer. We needed a repeatable way to decide which changes helped, where they helped, and whether they should be rolled out.

My contribution

As CRO Manager, I worked across marketing, product, design, analytics, and engineering. My scope covered hypothesis development, prioritization, landing-page and questionnaire optimization, experiment analysis, and sharing learnings with regional teams. The 200+ tests describe the work I contributed to; the business outcomes were a team effort.

From behavioral insight to experiment

Trust: I tested credibility cues and relevant media references to see whether external recognition helped people feel more confident.

Progressive commitment: I explored questionnaire sequences that started with easier questions before asking for more personal information.

Perceived progress: a roughly 1.5-second loader became a testable hypothesis about effort and progress, rather than a general rule that slower experiences convert better.

Local relevance: messaging and journey changes were evaluated market by market. A win in one country was a reason to investigate another, not a guarantee.

Results and learning

Across 11 markets, I worked on more than 200 A/B tests. The trust, relevance, questionnaire-flow, and loader experiments included winning variations in the contexts where they were tested.

The program reinforced the value of testing a clear hypothesis, recording the result, and checking whether the learning transferred. Individual wins informed the next round of experiments; local evidence remained central to rollout decisions.

What I carry forward

Behavioral economics is most useful when it produces a question that can be tested. I start with the customer and business problem, choose a measurable intervention, and check the downstream outcome. A stronger form-completion rate matters only if the resulting leads also help the business.