![](https://cdn.myportfolio.com/f75d341b818dfe52dcdedcf0d5a2a751/69d4ed83457f67e26bd7febf_rw_1200.jpg?h=0642d8477758cc20da885a769ae876c8)
Process
Two metrics defined and prioritized the projects I worked on, conversions and gross revenue. In pursuit of improving these metrics, we identified 3 main conversion funnels:
1. General ecommerce traffic landing on our homepage
2. Referral ecommerce traffic from our partners
3. Lead gen traffic to get new partners
![](https://cdn.myportfolio.com/f75d341b818dfe52dcdedcf0d5a2a751/d3194ef7047726f7eabe11fa_rw_600.jpg?h=b107d6278ad1fd112d3af5a03bbc57c4)
Example of a funnel I spent extensive time looking at, sans a few layers.
With these funnels laid out, I looked at each stage and tracked the conversion rate to the next stage, allowing us to get a performance benchmark from which to direct our projects to try and improve upon those benchmark numbers.
Using our Google Analytics data, customer feedback surveys, Optimizely A/B testing, talking directly with partners and our in-house team, I constantly iterated on our website and user acquisition efforts.
![](https://cdn.myportfolio.com/f75d341b818dfe52dcdedcf0d5a2a751/bc0aa986d6040c425661a360_rw_1200.jpg?h=c9d7008bcb88c9c5914b599ad77f9838)
Sketches and diagrams were used to help me flesh out my ideas.
![](https://cdn.myportfolio.com/f75d341b818dfe52dcdedcf0d5a2a751/cdfb6af228504807d8926e7b_rw_1200.jpg?h=80ca6fe386fa6c80474394e2444dfd1f)
Example of some of the layouts I designed.
A large part of overall funnel performance was the quality of the audience we were pulling in. This meant my role naturally included some marketing and I dabbled in creating, testing and launching various marketing campaigns.
![](https://cdn.myportfolio.com/f75d341b818dfe52dcdedcf0d5a2a751/f54ba522d8ec0c6b2b97c9cc_rw_1200.jpg?h=3ea32c58aad7c8775ef0694019096c52)
Some of the creative I shot that would be used for marketing and web assets.