EMUAID

OVERVIEW

Emuaid (Speer Laboratories) needed more than a redesign — they needed a conversion strategy. I led a phased optimization of their Shopify storefront from audit through launch: defining what to build using real user data, directing the homepage and PDP rebuilds, and managing the CRO program that turned the work into measurable revenue.

client

EMUAID

emuaid.com

DELIVERABLES

CRO/SEO/ADA Audit
Conversion Roadmap
Homepage Redesign
PDP template strategy

YEAR

2025

Role

eCommerce strategy & cro lead

THE WORK
‍The engagement opened with four audits — CRO, SEO, ADA, and QA — that became the roadmap for everything after. Rather than redesign on instinct, I directed the homepage rebuild using GA4 engagement data, scroll-depth analysis, and Clarity heatmaps to decide which sections to keep, cut, or rethink. The homepage launched in October, followed by two new PDP templates — a default product template and a condition-specific template (eczema, psoriasis, nail fungus) — built around the actual buying decision.

Alongside the builds, I managed the CRO program: Rebuy smart cart and upsells, performance work that cut load time nearly in half, and a 1,600+ ALT-tag accessibility and SEO pass.

Key Results

+33% conversion rate vs. baseline (post-homepage launch)
‍+133% mobile hero CTR / +89% desktop hero CTR
+34% sales (post-PDP development)
‍+11% AOV from Rebuy in the first week
‍LCP 3.6s → 1.9s — 47% faster load
‍FAQ bounce rate −57%

What I Led

• Defined the full CRO strategy from four-part audit through launch
• Directed homepage and PDP rebuilds using behavioral data, not guesswork
• Managed the CRO app program (Rebuy smart cart, upsells, post-purchase)
• Oversaw performance, SEO, and ADA workstreams
• Delivered monthly reporting tied to conversion and revenue impact

EMUAID

A data-led CRO overhaul that lifted conversion 33% — and proved strategy-first development compounds.

Key Results

What I Led

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