AG e-commerce overhaul

Problem Space

Business owners wanted to double site conversion.
The existing landing pages are missing foundational e-commerce sales tactics, such as social proof.
Existing landing pages were not optimized to connect their messaging or creative to match what was seen in channels.
We needed more content to rank for SEO and help visitors answer core questions.
There were limited opportunities to gather more information on the product if the visitor needed clarification.

Hired cross-functional team members, defined ways of working, and set cultural expectations to enable high team performance.
Defined annual goals, measurement, and reporting approaches to track progress over time.
Developed mechanisms to ensure the team defined follow-up tests and prioritized the most impactful work.
Defined multiyear e-commerce strategy in partnership with the executive team.
Created communication mechanisms and cadences to keep executives and team members briefed on priorities, progress, and learnings.
I helped e-commerce managers write and revise creative briefs, analytics briefs, and testing briefs to guide the teams in their creative or testing efforts.
I coached the copy and design team on page execution to ensure we were connecting with our visitors' emotional and need states.

If we connect the page creative with channel creative, we will see an improvement in CVR.
By including common e-commerce sales strategies on landing pages and our cart, we can improve CVR.
If we optimize cart structures per channel, we will see an improvement in CVR.
By creating content that we will show high-value leads over 90 days, we will reduce return visitor CPV and CVR over 90 days.