Conversion-Driven LPs

Role: Design Engineer, Thesis Testing

What the job was: Designed and built conversion-focused landing pages and paid ad creative for a portfolio of DTC brands, managing 10 to 15 active clients at a time. Growth strategists set the goals and provided copy for each project, and I shaped the layout, hierarchy, and UI to support it, sometimes handling both design and development, sometimes one or the other.

Team: Worked directly with growth strategists, plus design and engineering teams across a shared component system.

Stack: Figma, Next.js, custom modular component library. Originally built on Vue/Ruby on Rails, deployed on Heroku, with AWS handling image storage and asset serving.

Process: Growth strategists shared the goals for each landing page, what they needed, and the copy. From there, on the design side, I worked out layout, hierarchy, and imagery to support that goal, then handed it to the dev team, or built it myself when I was on both design and dev for a project. Across all of it, I was mapping the user journey for each page, thinking through the primary action and where someone was likely to drop off, and structuring the layout around that. Every component had to meet WCAG standards and hit performance targets, since load time and usability directly affect conversion.

I also led the stack migration from Vue/Ruby on Rails (deployed on Heroku, with AWS handling image storage and assets) to Next.js and built the shared component library that standardized language and structure across growth, design, and engineering, which is what made running 10 to 15 clients at once actually workable.

Outcome:

• Ivee: 49% conversion rate increase, 20% cost per acquisition reduction
• For Days: 50% conversion lift, later adapted for their rebrand as Trashie
• Speedo: 50% conversion lift
• Elysium: 43% revenue lift
• Hone: one landing page has outperformed all others by 22% in transaction conversion rate for over a year