Project:
Emerson Website Optimization
I led a full-funnel optimization of the Emerson smart website, focused on turning more visitors into customers while growing the volume of people finding the site in the first place.
On the conversion side, I reworked key areas of the site — from the homepage through product pages to checkout — refining messaging, visual hierarchy, and calls-to-action to reduce friction and make it easier for visitors to say yes. Small, deliberate changes to layout and copy added up to a meaningfully higher conversion rate.
At the same time, I focused on organic growth, improving the site's structure and content so it could earn more traffic on its own, without relying solely on paid spend.
Finally, I partnered closely with the marketing team to launch Meta ad campaigns designed to funnel the right audience directly to the site — making sure the traffic coming in from paid social matched the experience we'd built to convert them.
The result: a site that not only performed better for the traffic it already had, but pulled in more of the right traffic overall — organically and through paid channels.
Redesign Impact
I redesigned the site to improve key analytics by enhancing user experience, performance, and conversion opportunities. Because the redesign was backed by research and testing—not just aesthetics—it delivered measurable improvements across key metrics. Since we launched the new site all metrics are up. Conversions are up, abandon cart are down, site traffic are up, sessions by device types are all up, orders are up, add to carts are up, reached checkout are up and completed checkout are up!
Below is the NEW product page design.
