Case studies.
What the work covered and what it did to the numbers. Every figure here comes from the portfolio: the results ledger, the receipts and the essay it links to.
Physician's Choice: a sitewide CRO testing program at 3.95% store conversion and ~50% subscription adoption
Physician's Choice is a gut health supplement brand, and one of the biggest supplement brands in the US. As senior CRO, I work on its sitewide testing program across 580K monthly sessions: PDPs, landing pages, offer and subscription flow. The portfolio ledger lists a 3.95% store conversion rate and ~50% subscription adoption. Both are program levels, not before and after lifts.
Serene Herbs: +30% conversion rate and +20% AOV from a listicle, landing page and PDP program
Serene Herbs sells plant-based herbal formulas, led by liquid bitters tonics. I ran a listicle and landing page program plus PDP optimization for its paid traffic. My portfolio ledger records the result at brand level: conversion rate up 30% and average order value up 20%. Three live pages from that work are shown below, described from their screenshots.
Natural Rems: a full funnel rebuild that lifted conversion rate 40% and average order value 25%
For Natural Rems, a DTC brand, I rebuilt the funnel end to end: a PDP restructure, the offer architecture and the post-click flow. My portfolio ledger records a 40% lift in conversion rate and a 25% lift in average order value, both at brand level. No Natural Rems pages are on the proof wall, so this case study covers scope, method and what the two numbers mean together.
$41.19M in 365 days, up 162%: what a testing system does when the conversion rate barely moves
One DTC store, kept anonymous, did $41.19M in the last 365 days, up 162% year over year, while its conversion rate slipped 4%. Sessions grew 71% and orders 114%. In my essay I credit the growth to a testing system running across every traffic angle, every offer and every bundle. This case study shows the raw Shopify receipt, tile by tile.
Paid House Agency: CRO, landing pages and product pages across multiple client brands, in the CEO's own words
Paid House Agency is a boutique agency working with seven and eight figure ecommerce brands. I worked with them on CRO across multiple client brands: landing pages and product pages, with oversight of both design and development. No figures are published for this work. The result on record is George's on-camera review: big conversion rate increases, better paid ads performance and no development hiccups.