CRO Strategies

Conversion Rate Optimization and Customer Experience

Coupling my extensive experience in digital marketing with graphic design (Adobe Suite and Figma), along with GA4 and GTM analytics, I craft compelling digital experiences that delight and convert website visitors.

With 15 years of hands-on involvement, specifically focused in WordPress, I’ve honed my skills to design and implement UX experiences that produce measurable results, converting visitors into customers, and increasing the value of digital properties. My expertise includes:

User Experience (UX)
Ecommerce Strategies
User Behavior Analysis & Journeys
Conversion Rate Optimization (CRO)
SEO-friendly Content Creation
Lead Generation Strategies
Data Analytics Reports and Dashboards (Looker Studio)

website examples: Before & After

Adding a Full-Page Hero Image & Promotional Banner

Implementing a Direct Checkout with Upsell Offer

This example shows the journey from email marketing to checkout, streamlining the buyer journey to reduce friction. It increased conversions, and revenue, by 35% within only 3 months.

We also implemented a location-based personalized upsell offer for each buyer that increased ARPU by 40%.

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Home Page Design Updates with Updated Branding

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Product Page Optimization: Deploying Sticky ‘Add-to-Cart’ Bar

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Website migrations & launches

I’ve successfully orchestrated the migration and launch of more than 2 dozen new websites.

Additionally, I’ve spearheaded UX initiatives by identifying pivotal metrics, secondary metrics or micro-conversions, overseeing tracking and insights for conversion rate optimization (CRO), and A/B testing. This includes user experience analysis including bottleneck analysis, usability testing and identifying user pain points. This strategic approach not only enhanced web traffic, MQLs, and conversion rates while also providing a direct impact and substantial increase in revenue.

In addition to staying up-to-date on the latest emerging technology, I’ve designed and implemented a technical SEO strategy with a focus on structured data, or schema markup, for enhanced rich snippets, shopping listings, and search experiences.

By focusing on organic traffic, we then use compelling content to convert those visitors. We capture FPD using enticing lead generation sources, allowing for more personalized content in email marketing, and moving people through the funnel from awareness to, ultimately, to conversion. I’ve established UTM parameters and governance for campaign tracking strategies that are crucial for collecting the correct GA4 data to inform strategy.

Data = the Foundation

Custom Roadmap for CRO & Web Projects

Data is the cornerstone and foundation of progress in marketing. Closely monitoring analytics is essential for all marketing operations and website projects.

Specifically, I’ve used data and reports to:

Prioritize order of work and importance of projects
Inform strategy – validate or pivot strategies and tactics based on data
Benchmark and monitor KPIs
Evaluate campaign or tactical results
Establish traffic source value, CLV, AOV, ARPU (etc.)
- Report on historical data and comparison of MoM & YoY
- Provide predictive analytics
Share insights with stakeholders
Measure pipeline and funnel health

One of my most data-driven initiatives was the development of a Conversion Rate Optimization (CRO) Roadmap — a structured framework designed to bring clarity, consistency, and focus to website and business optimization efforts. Rather than starting from scratch with every project, this roadmap established a standardized process for identifying and prioritizing the most impactful improvements.

The initiative began by defining key metrics, KPIs, and audience insights to create a strong analytical foundation. These data points were then mapped to business objectives, primary marketing channels, and ongoing campaigns. With this context in place, my team could systematically identify friction points in the user journey and design targeted solutions to drive conversions and performance.

By anchoring the process in data, I was able to standardize UX and CRO strategies across multiple corporate websites and platforms. This roadmap provided a strategic, repeatable approach to prioritizing and executing optimization efforts. The CRO Roadmap outlined steps to:

Standardize the web project evaluation process
Identify and track primary and secondary metrics
Prioritize optimization opportunities by business impact
Ensure accurate data analysis and reporting
Integrate unique business goals into testing strategies
Highlight common “quick wins” based on industry best practices
Rapidly identify and resolve site issues and track QA testing
Implement proven enhancements efficiently

By creating this roadmap for website analyzation and improvements, my team was able to streamline each website improvement project, implementing faster changes for the biggest impact.

CRO web SUCCESSES:

Increased AOV by 37%
- by designing and implementing personalized post-purchase upsell offers and cross-sell offers, related products placement, and customer rewards
Reduced bounce/exit rates and increased sticky users by 42%
- by improving product page layout and the URL architecture
Increased MQLs, and email marketing segments, by 206%
- establishing a strategy of incentivized, gated content for lead generation sources, along with more targeted, personalized ads
Increased product ATC rates by 58%
- by improving product page design, content, and overall customer/buyer journey
Increased organic traffic of qualified users by 44%
- implementing on-page and technical SEO optimizations, including utilizing Google Merchant Center and structured data
Saved more than $200,000 in costs per year
- by streamlining marketing technology, offering quality, efficient solutions that reduced technical debt