CTA/Button Performance Report Card

Challenge

Postman’s marketing site relied heavily on CTAs in the top fold of landing pages to drive signups, but there was no clear picture of which button placements, colors, or copy variations were most effective. Without data, teams risked relying on intuition instead of optimizing for conversion.

Approach

I conducted a comprehensive audit of CTA usage across Postman’s marketing pages, analyzing copy strength, visual design, placement, and performance data. The report card framework highlighted weaknesses such as color contrast issues and low-clarity copy, while surfacing high-performing patterns that could be scaled. I partnered with Creative and Content to share actionable recommendations that combined design improvements with copy refinements.

Impact

  • Delivered a data-driven report card that provided cross-team visibility into CTA performance

  • Identified strengths and weaknesses in both copy and design, informing future CTA and messaging strategy

  • Enabled Marketing and Creative teams to prioritize high-performing CTA patterns, improving clarity and supporting higher engagement at the top of the funnel

Category

Conversion Optimization & Marketing Analytics

One Sentence Summary

“Auditing Postman’s top fold CTAs to deliver a data driven report card that informed design and messaging refinements for stronger conversion.”