iVisa: price tests, a faster checkout and quicker releases
As Business Optimisation Manager at iVisa, ran price testing across several products for more than USD 1M in additional revenue, streamlined the checkout for a 15% lift in conversion, and introduced feature flags that increased deployments by 50%.
My contribution
Ran the price tests across several products, redesigned and tested the checkout flow, and introduced the feature flag tool so winning tests reached customers faster.
Open full-size image ↗
Situation
iVisa is a digital platform for visas and travel documents, used by travellers worldwide. Revenue depended on how each document was priced, how many visitors finished the checkout, and how fast the team could ship what worked.
Task
Grow revenue and conversion, and shorten the time from a winning test to a live change.
Action
Architecture
Price, checkout and release speed as one system. Price tests decide what each sale is worth, the checkout decides how many sales happen, and the release process decides how fast a winner starts paying.
Implementation
- Price testing on several products.
- A streamlined checkout flow, tested step by step.
- A feature flag tool, so winning tests could be deployed much faster.
Verification
- Price and checkout changes ran as controlled tests, and revenue and conversion were measured against the control.
Result
- More than USD 1M in additional revenue from price testing.
- +15% conversion from the streamlined checkout.
- +50% deployments after the feature flag tool was installed.
Skills evidenced
- Price testing with revenue as the measure.
- Checkout optimisation for a global e-commerce platform.
- Release tooling: feature flags to ship winners faster.
Portable lessons
- Test prices, not just pages. Price was the single largest revenue lever.
- A winner earns nothing until it ships. Feature flags turned test results into revenue sooner.
Want to discuss the decisions behind it?
Over fifteen years of consulting and growth, and hands-on AI delivery from discovery to daily operations. I can share my CV and talk through how I connect business outcomes with systems that run.
Available for a chat. In person in Stavanger, or remotely worldwide.