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Project Story
One funnel served four unrelated financial needs, each requiring its own value proposition, so visitors with different needs met the same generic path before reaching a call to action.
Complex Decision-Making + Audience Segmentation
Financial Services · Mid-Market
Rebuilt the funnel around visitor intent instead of the company's internal service list, giving 401(k) guidance, transfers, retirement planning, and debt reduction each a dedicated experience and value proposition.
35% increase in overall lead conversion and 15% reduction in cost per acquisition — two separate, independently verified results.
Visitors weren't struggling to find products — they were hesitating to trust the brand's claims before buying, a trust problem conventional layout and checkout fixes couldn't solve.
Trust & Credibility
Health and fitness supplements (ecommerce) · DTC ecommerce · Mid-Market
Concentrated execution almost entirely on credibility and risk-reversal elements instead of conventional CRO levers like layout or checkout-friction fixes, since the evidence pointed to trust as the actual blocker.
Revenue per visitor increased 65%, while conversion performance also improved.
A portfolio of ecommerce sites spanning hobbies, apparel, cosmetics, candles, toys, and other specialty retail categories operated as dozens of…
Product Discovery + Lifecycle
Multi-category specialty retail (hobbies, apparel, cosmetics, candles, toys, and other specialty categories), ecommerce portfolio · Enterprise
Consolidate the portfolio onto Shopify, then apply one repeatable optimization playbook across category pages, product pages, cart, and checkout, instead of solving each site's problems independently.
Ecommerce OptimizationConversion OptimizationCDP & Data
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Problem: A portfolio of ecommerce sites spanning hobbies, apparel, cosmetics, candles, toys, and other specialty retail categories operated as dozens of separate, disconnected properties, each reinventing its own merchandising, email, and checkout, with no repeatable conversion strategy or shared infrastructure across the portfolio.
Solution: Consolidate the portfolio onto Shopify, then apply one repeatable optimization playbook across category pages, product pages, cart, and checkout, instead of solving each site's problems independently.
Commercial buyers needing reorder history and project specs, and individual shoppers needing simple product discovery, shared one generic ecommerce flow that served neither well.
Audience Segmentation + Lifecycle
Technology / Ecommerce (cables) · B2B and DTC (dual: bulk commercial/industrial buyers and individual consumers on the same site) · Mid-Market
Unified the underlying customer data first, then built two distinct experiences on top of it — one for commercial reorder/project workflows, one for individual product discovery.
A first-time checking-account visitor and an existing member exploring retirement or brokerage guidance shared the same homepage, despite having almost nothing else in common.
Audience Segmentation + Lifecycle
Financial Services (Banking) · Mid-Market
Reorganized the site around customer need and lifecycle stage instead of internal product categories, so cross-sell offers became relevant to where each visitor actually was.
A crowded CMS SaaS market needed a reason to believe at every stage — why this over the alternative, why try it, why pay, why stay — not just one pitch.
Lifecycle + Education
Enterprise Content Management / SaaS (positioned as a WordPress/Drupal alternative) · Freemium SaaS (demo request, free trial with no purchase obligation, and freemium registration feeding a paid tier) · Enterprise
Treated demo-to-trial-to-paid-to-retained as one connected lifecycle with its own reason-to-believe at each stage, instead of four separate, disconnected campaigns.
Recruiting prospective students and serving students, teachers, and staff already on the platform are two different problems, but each risked running on its own disconnected research.
Audience Segmentation + Education
Education Technology / SaaS · SaaS serving multiple institutional audiences (prospective students via external marketing, plus students, teachers, and staff via internal product interfaces) · Mid-Market
Ran usability lab sessions and user testing across all audience groups as one connected evidence layer, shaping both the external recruitment experience and the internal product interface.
A technology platform ahead of market understanding wasn't losing on feature visibility — visitors hadn't yet been taught the business problem its features actually solved.
A multi-line hosted-email and IT provider had no internal marketing resources to convert visitors across its many distinct technology solutions into qualified leads.
Connected educational content directly to sales conversion opportunities, building one path per technology solution instead of running one generic lead-generation funnel across all of them.
Hospitals, clinics, dental offices, veterinarians, and individual buyers all shopped one generic catalog spanning small supplies and major equipment, despite fundamentally different needs.
Audience Segmentation + Complex Decision-Making
Medical equipment ecommerce · B2B and B2C (dual: institutional buyers such as hospitals, clinics, dental offices, veterinarians, alongside individual buyers, on the same site) · Mid-Market
Built audience-specific landing experiences personalized by medical field and buyer type, organizing products by environment and professional need instead of one generic catalog.
A trust-sensitive jewelry category with a genuinely complex choice needed both proof it was safe to buy and help actually making the decision.
Trust & Credibility + Complex Decision-Making
Jewelry (ecommerce) · DTC ecommerce (Shopify) · Small Business
Paired risk-reversal elements (guarantees, education) with guided decision-making (quizzes, consultations), addressing trust and choice-complexity objections together instead of separately.
A niche safety-gear site had meaningful organic SEO traffic but wasn't converting enough of it, landing high-intent visitors on a generic storefront.
Lead Generation + Product Discovery
Safety-gear / PPE ecommerce, serving contractors, tradespeople, safety professionals, and commercial buyers
Built specialized experiences per safety-product category so high-intent search traffic landed on a buying path matched to what it was actually looking for.
A seasonal costume ecommerce portfolio competing with Amazon and local retailers in a price-sensitive market needed customer confidence around price, delivery, returns, and security before checkout.
Trust & Credibility + Product Discovery
Seasonal costume ecommerce (adult, teen, children's, infant, plus-size, pet, and specialty categories) · DTC ecommerce, multiple sites across audience/costume-type segments
Concentrated on guarantees, "Shop With Confidence" trust components, and clear security symbols, alongside improving category navigation across a wide range of costume categories.
A B2B sports-surface materials supplier didn't need more traffic — it needed a way to tell technical product research apart from a genuinely qualified sales opportunity.
Prospective borrowers facing both a rate and a structure decision (30-year vs. 15-year vs. ARM, plus fees and APR) needed help narrowing choices and trusting the numbers.
Complex Decision-Making + Education
Mortgage lending · Mid-Market
Built a guided selector that narrows the choice, working together with visible transparency on numbers other lenders avoid showing.
A large, geographically distributed storage inventory overwhelmed visitors with options before they could even compare price on what actually mattered to them.
Product Discovery + Complex Decision-Making
Storage / self-storage · Enterprise
Narrowed what a visitor sees to the location, size, and feature combination that's actually relevant to them, before price comparison.
Direct-response marketing for individual entrepreneurs, authors, and professional speakers · B2C: individual personal-brand sellers of books, courses, seminars, and webinars · Small Business
Conversion OptimizationPersonalization
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Working across a range of individual sellers, authors promoting a book launch, speakers filling a seminar, coaches enrolling a course, the constraint was the same each time: none of them had the built-in recognition of an established publisher or media brand. A landing page or email sequence that leaned only on the seller's own claims about themselves read as self-serving to a skeptical visitor. The direct-response systems built for this segment were engineered around that constraint from the start: personal-brand sites, registration and opt-in flows, and email sequences that made room for testimonials, endorsements, media mentions, and other third-party proof points to carry the trust argument the seller's own copy couldn't carry alone. The mechanism is the underdog play in miniature: when you can't win on name recognition, you win on borrowed credibility, structured into the funnel rather than bolted on as an afterthought.
Children's specialty sock ecommerce (a New York specialty retailer) · B2C ecommerce: sold to parents and gift buyers · Small Business
Ecommerce OptimizationConversion Optimization
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For a specialty product like distinctive, playful children's socks, the real competition isn't another sock brand. It's the generic multipack sitting one click away at a lower price. Winning that comparison isn't a pricing argument; it's a trust argument about why the specialty version is worth choosing at all. The work centered on making that case visually and emotionally rather than through claims: lifestyle photography showing real children wearing the socks, framed for the two buyer types who actually shop this category: parents outfitting their own kids and gift buyers shopping for someone else's. The shopping experience itself was built to carry that emotional register through from browse to checkout, so the specialty product read as an obviously better choice rather than an upsell the shopper had to be talked into.
Alternative short-term consumer lending · B2C financial services: direct-to-consumer lending via paid search acquisition · Mid-Market
Conversion OptimizationPersonalization
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Payday-loan alternatives face a specific trust problem: the category itself is distrusted, and a paid-search visitor arriving from a competitor's ad has no reason to take "safer and more affordable" on faith. Telling prospects the terms were better wasn't going to close that gap. Showing them was. The interactive comparison tool let a prospect enter the details of their existing loan or payment obligation and see it set directly against the company's proposed terms, geolocated so the comparison reflected the rates and terms actually available to that visitor. That turns a decision that normally requires trusting an unfamiliar lender's claims into a decision the prospect can verify with their own numbers, the same guided-decision mechanism that works for mortgage lending and jewelry purchases, applied to a category where distrust is the default starting point.
Health tracking and personalized vitamin/nutrition planning SaaS · B2C SaaS: direct-to-consumer, quiz-driven · Small Business
PersonalizationConversion Optimization
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A vitamin and nutrition catalog presented flat is a Product Discovery problem before it's anything else. There's no way for a visitor to know which of dozens of possible recommendations actually applies to them without some form of guidance, and no way to trust a generic recommendation once they get one. The quiz-based journey solved both halves at once: starting from only basic information (age, gender), it walked the visitor through a guided path that narrowed toward a personalized set of vitamin and nutrition insights, rather than asking them to self-navigate a full catalog. That personalized result did double duty as the education layer too, a tailored insight is inherently more explainable than a generic one, which is what made the next step (connecting to a nutrition professional, or enrolling in the newsletter) a natural continuation of the journey rather than a separate ask.
