Isabella Costa
Professional Background
Isabella Costa is a conversion rate optimization (CRO) and digital experience specialist with 13 years of experience in e-commerce, mobile apps, and SaaS. She has held CRO leadership roles at Booking.com, Casper, and a mobile gaming studio where she ran over 2,000 A/B and multivariate tests.
Key Achievement
Most Important Marketing Accomplishment
Isabella's most important marketing accomplishment was redesigning the checkout and trial-to-paid conversion flow at a SaaS productivity tool company. She identified through session replays that users were abandoning the free trial at a specific "blank canvas" moment. She redesigned the first-run experience with templates, guided onboarding, and a simplified pricing page. The result: free-to-paid conversion rate increased from 4.2% to 11.8%, trial-to-demo booking rate increased by 73%, and mobile conversion rate increased by 89%. The changes contributed an estimated $9.2M in incremental annual revenue.
Specialized Objectives
#4 Improve conversion rate
#17 Increase average order value
#18 Reduce cart abandonment rate
#26 Increase product trial sign-ups
#33 Drive in-store or foot traffic
#41 Improve landing page performance
#53 Increase mobile conversion rate
#62 Drive more demo requests
#67 Increase free-to-paid conversion rate
#80 Generate more product reviews
#87 Improve form completion rate
#88 Drive app store rankings and reviews
Forum Contributions (1)
Isabella Costa has answered these common marketing questions:
Conversion Optimization
How do I optimize my checkout flow to reduce cart abandonment?
Watch session replays of real users going through your checkout. You'll be shocked at what you discover. In one engagement, we found users were abandoning at a 'blank canvas' moment — they wanted guidance but found none. We redesigned the flow with templates, guided onboarding, and simplified the pricing page. Free-to-paid conversion went from 4.2% to 11.8%, and mobile conversion increased by 89%. The key is to reduce cognitive load: fewer choices, clearer next steps, and eliminate any friction points that require users to think too hard.
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