The problem
The brief was “we need more traffic.” The data said otherwise: mobile sessions converted well below desktop, and the drop-off concentrated late in checkout. Buying more visits would have made the leak more expensive, not smaller.
What I did
- 01Instrumented the funnel properly.Event tracking on every checkout step so the conversation could move from opinion to a specific step with a specific number.
- 02Rebuilt the mobile PDP and cart.Fewer taps to add, clearer variant and quantity selection, stock and shipping expectations visible before commitment.
- 03Fixed site speed where it paid.Image weight, script load order, and the specific templates carrying the most revenue - not a blanket performance project.
- 04Expanded lifecycle automation.Abandoned-cart and browse recovery, post-purchase follow-up, and win-back - capturing demand the funnel was already generating.
- 05Rewrote product content for search.Collection restructuring and PDP copy aimed at how people actually search for pet gear - by problem and by fit, not by SKU name.
What happened
Organic traffic doubled. Automated email revenue went from roughly $40K to $150K, and campaign revenue improved 3.5×. Storefront conversion improvements across engagements of this type have run as high as 31%.
What I’d tell you in the interview
I didn’t refuse the traffic request - I showed what a new visitor was worth before and after the checkout fix, and let the arithmetic reorder the roadmap.