Conversion and A/B testing
Every change I make is measured. I find where buyers drop off, decide what to test, build the test, read the result and ship the winner. I've run testing programs for global travel brands, clinical skincare, bestselling books, food brands and supplement brands doing nine figures, and I run the same process on every store I manage today.
- 2.4% → 6.7% Conversion rate for a health and wellness brand, nearly 3x the revenue from the same traffic
- 3.8% → 5.3% Conversion rate for a subscription brand, with no extra ad spend
- 1.2% → 3.8% Conversion rate on an ongoing retainer, and still climbing
- 14% Average conversion lift from winning tests
Landing pages for every traffic source
A shopper from a podcast, an affiliate, a paid ad and an email each need a different page. I build a page for each source that picks up the exact message and offer the shopper just saw, then test versions of it to find the one that converts best. That includes a dedicated page for every affiliate partner at a nine figure supplement brand.
- 100+ Landing pages built and tested
- 27% Average conversion lift on affiliate traffic after testing
Affiliate and partner programs
Affiliates can be the cheapest customers a brand ever gets, if the program is run like a channel and not an afterthought. I build the pages, coordinate the monthly campaigns with the partner team, help recruit new partners and make sure every launch has the emails and offers behind it.
- 20 to 40 Affiliate campaigns shipped every month
- 70+ Major influencers partnered with
- 85% Affiliate revenue growth in 12 months
Subscriptions and retention
Reorders are where the margin is. I set up and fix subscription programs on Recharge, Skio, Loop and any other subscription app, design the offer, put it on the right products, and build the flows that keep subscribers from canceling.
- 7% → 32% Subscription opt in, more than 4x the customers choosing subscribe and save
- 18% Average AOV lift
- 22% Average drop in subscriber churn
- 30% Average upsell take rate
Email and lifecycle
Klaviyo flows and campaigns that bring people back: welcome, browse and cart abandonment, post purchase, replenishment, win back and every launch and holiday campaign in between.
- 40% Average lift in email revenue
- 30% Average share of store revenue from email
Product pages, copy and design
I design and write the pages that sell: product pages, collections, homepages and offers. Benefits before ingredients, trust where the buyer needs it, and every format sold the way it's bought. Drink mixes sell on routine, capsules on proof, gummies on taste, intimates on fit, and an urn on reassurance.
- 62% Organic revenue growth in 6 months for a skincare brand, alongside a 71% conversion lift at the same ad spend
- 2.1% → 3.2% Average conversion rate before and after, with AOV up from $58 to $64
- 150+ Product page templates built
Site builds, rebuilds and speed
Full builds, full rebuilds, theme migrations and speed work. A faster store converts better and costs less to advertise.
- 7.9s → 2.1s Mobile load time after a rebuild that lifted conversion 24% and paid for itself in 6 weeks
- 3 to 6 weeks Average time for a complete rebuild
- 31 → 85 Mobile performance score for a women's intimates brand
SEO, AEO and AI search
Shoppers now ask ChatGPT, Perplexity, Gemini and Google's AI results what to buy, and those tools recommend the brands whose data they can read and trust. I audit stores for AI search readiness, write the roadmap, and then do the work, for national brands in vitamins, skincare, cosmetics, food, pet and wellness. That means complete product structured data built from each store's real attributes (ingredients, certifications, nutrition, identifiers, country of origin), fixing duplicate and conflicting schema from review apps, structuring shade and variant data, answer first product content and FAQs, clean crawler access, and the SEO fundamentals underneath it all.
- 25+ AEO audits and roadmaps written for national brands
- 15+ Brands with AEO and structured data implemented end to end
- 4,000+ Products restructured with machine readable attributes
- 6 AI platforms optimized for: ChatGPT, Perplexity, Gemini, Claude, Copilot and Google AI Overviews
- 48% Average organic traffic growth
Operations behind the store
The part customers never see: shipping rules, inventory and backorders, order routing, logistics, app stacks and integrations. I tie it all together inside Shopify so a small team can ship without workarounds.
- 30+ App stacks audited and cleaned up
- 10+ Brands with operations and logistics set up end to end
Holidays and launches
Black Friday, the holiday season and product launches are planned months out: offers, gift sets, landing pages, emails and the site ready for the traffic.
- 6+ Black Friday and holiday seasons run
- 35% Average year over year holiday revenue growth
Leading teams and advising
I lead designers and developers, work alongside marketing, affiliate and operations teams, and advise companies on how their store should be structured. For startups I often run the store end to end, from strategy to build. For agencies I'm the implementation partner they bring in to build, fix and ship for their clients.
- 6 Designers and developers led on one team
- 8 Agencies partnered with
- 25+ National brands supported through agency partners