Self-Service Portal Experiment

Situation

Eterneva wanted to enable customers to independently design their memorial diamond, share information about their loved one, select attributes, capture consents, and set up payment plans online. Designs existed in Figma but nothing had been implemented.

Task

Lead completion and launch of the self-service portal with Stripe payment plan integration, then validate it through a controlled experiment in the main customer flow.

Action

• Led the development team through building the portal in Bubble with Stripe API integration for payment plans
• Set up a 10% experiment introducing the portal into the main customer flow
• Monitored results: high click-through but significant drop-off before payment
• Surfaced the data to the CEO, who determined the product was not ready for full launch
• Managed the pivot to using the portal as a sales enablement tool, capturing high-intent leads and preferred diamond attributes for the sales team

Result

The experiment revealed the portal was not ready for self-service conversion, but the data-driven pivot to sales enablement delivered value by capturing high-intent leads and preferred diamond attributes for the sales team.