Data-driven insights and UX optimizations magnify conversion rates by 42%.

I created optimized copy, design, and structural improvements based on research data, then ran extensive, iterative tests to figure out which treatments worked best.


As the world’s most-awarded mobile lens, olloclip has been recognized globally for class-leading design and technology. olloclip is sold at Apple and Target, but their online sales lagged behind. I partnered with olloclip to achieve increased conversion rates on their website. To accomplish this goal, I rigorously implemented a five-step process:

1) Analytics Checkup
Made sure that everything that needs to be tracked was being tracked properly in Google Analytics.

2) Research & Insights
Learned why olloclip’s customers are compelled to purchase through user testing, surveys, and heatmap analysis.

3) UX Hypotheses Creation
Based on the data-informed insights, I mapped out solutions to each of olloclip’s problems: Unconditional free shipping, clear before-and-after examples, and prominent warranty information…just to name a few solutions. These treatments were tested against a control (olloclip’s current site).

4) A/B Testing
I performed proper controlled testing, following the scientific method. Using strict stopping rules for tests to ensure trustworthy outcomes and to avoid imaginary lifts.

5) Rinse & Repeat
Testing is an iterative process. With each test I learned something new about olloclip’s customer and gathered data that helped create additional UX hypotheses.

The winning hypotheses yielded a $779,125 increase in annual revenue and a 6,493% ROI.


April 2017


Strategy, UX, Copy, Design, A/B Testing, Usability Testing, Heatmap Analysis, Optimization