– Problem: The “TPGi as a Service (TaaS)” value prop was buried in copy-heavy pages; visitors weren’t grasping the model fast enough to convert.

– Hypothesis: If we replace dense copy with a 60–90s explainer video tailored to key objections/personas, conversion will improve because prospects can “see” the service in action.

– Strategy:
• Use visual storytelling to demystify TaaS (why it exists, how it works, who it’s for).
• Run a clean A/B across two matched landing pages (identical CTAs/traffic, only hero module differs).
• Add captions + transcript to meet accessibility and broaden reach.

– Execution:
• Scripted and produced an explainer using Adobe Stock footage, VEED edits, and ElevenLabs narration.
• Embedded video variant on LP; kept control page static for baseline.
• Standardized CTA placement, form fields, and attribution in HubSpot for a fair test window.

– Results:
• 16.7% conversion lift for the video LP vs. static control.
• Attribution note: Influence measured at the landing page level; conversions tied to the test, not to direct revenue.

– Artifacts:
• TPGi as a Service (TaaS) main service landing page: https://www.tpgi.com/accessibility-solutions/managed-services/
• TPGi as a Service (TaaS) explainer video: https://youtu.be/6qm6UrJq9lU?si=A3VPARnjV0l1KGN_
• TPGi as a Service Landing page A: https://www.tpgi.com/accessibility-as-a-service-with-tpgi/
• TPGi as a Service Landing page B: https://www.tpgi.com/tpgi-as-a-service-taas/

– What I’d do next:
• Add mid-page “How TaaS Works” module for skimmers; test a 30s cutdown for retargeting.
• Create persona-specific thumbnails (Compliance Lead vs. Eng Manager) and test click-through.

– Tech Stack: SEMrush, Google Search Console, WordPress, HubSpot

– My role: Owned concept, script, production, test design, and analysis; partnered with marketing ops to deploy.