Verified Talent

Matthew Pallis

Morristown, NJ
Verified Talent

Conversion rate optimization specialist with over 8 years of experience in AB testing for improved conversion rates and UX. Well-versed in web analytics and related tools as well.

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Conversion rate optimization specialist with over 8 years of experience in AB testing for improved conversion rates and UX. Well-versed in web analytics and related tools as well.

Worked With

— 2U Inc
— Suzy Inc

Case Studies

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Specialty Areas

Growth Marketing

Vertical Experience



Google Analytics


Conversion Rate Optimization
Data Visualization
Project Management

Recent Roles

2U Inc | Director, Prospect Experience and CRO
Brooklyn, NY | October 2020 - Present

  • Drive conversions through continuous optimization and improvement by leading testing and innovation in web user experience across marketing touchpoints
  • Conduct structured experimentation across the user experience to build an evidence-based library of site best practices to facilitate portfolio-wide rollouts
  • Develop quarterly testing plans aimed at improving the full marketing funnel from lead capture through customer retention
  • Work closely with technology and data teams to improve structure, availability, and access to data
  • Liaise with cross-functional teams to improve site strategy through structured experimentation
  • Present results of experiments and optimizations to leadership and broader marketing organization
  • Lead and scale team of CRO analysts to oversee testing across portfolio of 80+ domains
  • Manage external agency responsible for advancement and testing of paid landing pages
    2U Inc | Senior Manager, Post Prospect CRO
    Brooklyn, NY | January 2019 – October 2020
  • Manage a newly formed team responsible for all testing and analysis of our customer retention strategies across the entire portfolio (70+ graduate programs).
  • Set quarterly goals and strategies for website, application, email, and live chat testing.
  • Lead a cross-functional team to design and implement cross-product selling techniques for our boot camp, short course, and graduate program lines of business.
  • Visualize site and user data stored in redshift data warehouse using Tableau
  • Improve key KPIs such as application start rate through the use of personalization strategies on our website, thank you pages, emails, and live chat.
  • Lead segmentation analysis used to identify quality of prospects, to be used for personalization.

2U Inc | Manager, Web Analytics | January 2017 - January 2019
2U Inc | Sr. Web Marketing Analyst | 2015 - Dec 2016
2U Inc | Web Marketing Coordinator | Jun 2013 - Apr 2015

  • Set analysis and optimization priorities across more than two dozen websites while reporting regularly to Vice President and Director-level stakeholders.
  • Managed a team of web data analysts and individually managed 10 or more programs (organic marketing sites and demand generation landing pages).
  • Interfaced with university stakeholders to assist in conversion rate best practices on partner sites as well as the implementation and maintenance of their own web analytics.
  • Responsible for implementation of Google Analytics, Google Tag Manager, and Segment for all new program and website launches, developing guides and best practices for scale.
  • Leverage web analytics data to drive actionable insights about site experience and web users.
  • Drive web analytics strategy across web properties, including inbound marketing sites, demand generation landing pages, and mini sites.

Self-Employed | Web Analytics and CRO Contractor
Various | 2018 - present

  • Conduct audits of Google Analytics implementation to ensure proper measurement and attribution
  • Utilize Google Tag Manager to create events, pass information to Google Analytics, and measure user interaction on site
  • Build dashboards and reports in Google Analytics, Google Data Studio, and Tableau
  • Train team in the use of Google Analytics, Google Data Studio, and new reporting capabilities
  • Review site for conversion rate optimization best practices and suggest testing opportunities to the client



UNC Kenan-Flagler Business School
MBA Business Administration

Case Studies

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