At Starfire Direct, I led the charge on web development and user experience improvements with a strong focus on increasing conversion rates. I redesigned the site three times, twice within the old framework and once within a new custom framework that I helped build alongside a developer. Each iteration was informed by extensive A/B testing and analytics to determine the best-performing layouts, CTAs, and page structures.
Conversion rate rose from around 0.15 percent to a steady 0.85 to 1 percent without increasing traffic volume. This improvement came from simplifying the search experience, restructuring product pages using scalable metafields, and ensuring that purchase information was always above the fold.
I also cut load times from 13 to 15 seconds down to one second by converting images to .webp, cleaning up scripts, and applying schema markup across the site. The checkout experience was upgraded from a multi-page process to a single-page flow. App usage was reduced by over 70 percent, resulting in thousands of dollars saved each year. I also worked closely with CallRail to implement offline conversion tracking for high-value phone sales.
All of these changes not only improved user experience but also made the site easier to manage and scale.
- Led three complete redesigns of the website including one custom framework build
- Improved conversion rate from 0.15 percent to 1 percent through layout changes and A/B testing
- Reduced app usage by more than 70 percent which saved thousands of dollars annually
- Decreased site load time from 13 to 15 seconds down to 1 second using performance optimizations
- Streamlined the checkout flow from multiple pages to a single-page format
- Built structured metafields into product pages to support easy data imports and merchandising
- Enhanced SEO using schema markup and new generation image formats
- Integrated CallRail to track offline conversions and attribute high-ticket phone orders