Ecommerce · CRO · SEO

Retail conversion at scale

RoleEcommerce Manager and SEO Coordinator

DatesNov 2013 - Jun 2017

StackMagento / CRO / SEO / analytics

Outcome+$2.5m YoY sales

E-Commerce
Magento
SEO
Analytics
Responsive Design
Content architecture

Layout study of retail ecommerce conversion work — Layout study. Employer is on the About page. Storefront URL on request.

Problem

A multi-store appliance retailer needed the online shopping journey, not just the catalogue, to pull its weight: search, category flow, promotions, content, and measurement.

What I did

Directed web features, customer experience and SEO across three Magento storefronts.
Ran flow optimisation, on-page SEO, merchandising, promotion testing and content.
Tracked sessions, conversion, funnels, engagement, cart abandonment and segmentation.
Managed the monthly ecommerce marketing budget and partner relationships.

Result

Year-on-year sales increased by $2.5 million over three years.

WooCommerce and Shopify roles ask for catalogue thinking, checkout friction, tracking and merchandising - not only theme code. This is that experience, on Magento, at retail scale.