Oswaldo Mendoza
CRO Strategist & UX Lead
I turn underperforming web experiences into measurable growth by leading funnel research, hypothesis generation, and test methodology design for enterprise marketing and growth teams. With over a decade leading UX and CRO programs in financial services, legal, and higher ed, I bring the judgment to know when a clean test isn’t possible and design around it, along with the cross-functional alignment to get SEO, content, product and engineering moving in the same direction.
Featured Work
A selection of projects that show how I think, work, and solve problems.
Web Strategy
Conversion Rate Optimization
Traffic Was Growing, Conversions Weren’t: A Multi-Year CRO Turnaround
A national law firm was gaining strong organic traffic, but its website wasn’t converting that momentum into signed clients. Over a multi-year engagement, I led the UX and CRO strategy behind a program that lifted qualified leads by 192% and signed clients by 820% year over year.
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AB Testing
Conversion Rate Optimization
From Guesswork to Hypothesis: Standing Up a CRO Program for a National Mortgage Lender
Helped a content team turn strong organic traffic into a real experimentation program, including a 54.74% lift on their strongest test.
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Conversion Rate Optimization
User Research
Why “Download the App” Wasn’t Enough
Some CTAs converted. Others were ignored. I found out why: users didn’t need more awareness, they needed a reason to switch from habits they already trusted.
View Case StudyWhat I bring to the table
These are the strengths that consistently make a difference on the teams I join.
Cross-team communication
Keeping teams aligned across in-person and remote environments, from early brainstorms to final project alignment.
Agency and in-house experience
Working inside companies and alongside them as a partner. That gives me a clearer read on what teams actually need versus what they think they need.
CRO-focused UX
Focusing on the parts of a website that directly influence whether a visitor takes action. That means knowing where to look, what to test, and how to make a strong case for every design decision.
Ambiguity to clarity
Helping teams move forward and grow their strategy when the problem isn’t fully defined yet.