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What I do to help you sell more
Below you can read more about what a potential project might look like or what I can contribute in a role as an e-commerce specialist as well as a CRM specialist.
Want to read more about what I've done before? Feel free to check out my CV and previous projects in the portfolio!
Assignments within
E-commerce & customer journeys
Upgrades
→ Focus on technical basis, structure and flows
Make sure the foundation is in place. Fast, stable and easy to buy from start to finish. Upgrade your existing one or build new from scratch.
Optimizations
→ Focus on the pages that directly influence the purchasing decision
Make every product page sell more. Clear, safe and appealing. Optimize microcopy, images, loading times & supplementary information.
Ensure ToV
→ Focus on content, tonality and customer relations
Say the right thing in the right way. Guide the customer and build trust all the way without losing the brand's ToV (Tone of Voice).
Areas of focus
A good e-commerce site doesn't just sell products. It makes every step of the customer journey simple, clear and motivating. Small adjustments in the right places can have a big impact on the numbers. Here are 15 concrete initiatives that I can help with that can lift KPIs that are not reaching their potential.
Do new visitors click right back out? Then you have a “first impression” problem. It could be a navigation that is difficult to interpret, an LP that contains too little information/motivation or the opposite: is overloaded with information.
Examples of efforts: Customized homepage, guidance for new visitors, clear value communication
KPIs in focus: Bounce rate, time on page, conversion rate
What does your customer journey look like today? Is it a smart loop where you capture and satisfy the customer's needs, or do you let it go to the wind where the customer needs to remember your offer themselves? Is the product the common thread and not the customer? These questions are just a few examples of questions I ask when I review a customer journey and how it can be refined, clarified or completely torn up and put a new one in place. No customer journey = wasted CAC.
Examples of efforts: Well-designed WS & post purchase flow by customer type
KPIs in focus: CLV, CAC, RPR, churn rate
Are you losing customers just before they make a purchase? Then it might be time to cut down on the number of fields, offer guest purchases, and be clear about delivery and shipping costs right away. This reduces checkout abandonment and increases conversion rates.
Examples of initiatives: Guest purchases, fewer fields, clear progress indicator, info about shipping and delivery in advance
KPIs in focus: Conversion rate, checkout abandonment, sales
Are customers having trouble finding the right product among your products? Smart filters, search that guesses correctly, and clear size guides help them make the right purchase decision faster. This can both increase conversion rates and increase average order value.
Examples of efforts: Better filters/sorting, AI recommendations, size guides and comparisons
KPIs in focus: Product views, AOV, conversion rate
Are you losing customers when it's time to pay? Uncertainty about payment kills the will to buy. Show clear security markings, offer well-known payment options and make it possible to save card information for next time. This increases both conversion and repeat purchase frequency.
Examples of efforts: Established payment methods, clear information on other parts of the site
KPIs in focus: Conversion rate, repeat customers
Do you give your customers silent treatment after purchase? Then you're missing an important step. Provide clear order status, fast tracking and proactive communication when changes occur. It builds trust, raises NPS and drives repeat purchases.
Examples of efforts: Transparent order status, proactive communication, smooth returns
KPIs in focus: CLV, repurchase rate, NPS
Are you showing the same content to everyone? Then you miss the opportunity to sell more. Customize the home page, campaigns and recommendations according to the visitor's behavior. This results in higher conversion, increases AOV and strengthens loyalty.
Examples of efforts: Home pages and campaigns based on behavior and interests.
KPIs in focus: Conversion rate, AOV, repurchase rate
Does your site look good on mobile but feel slow and cumbersome? Then mobile is a bottleneck. Faster loading, easier navigation, and mobile-optimized images reduce bounce rates and increase mobile conversions.
Examples of efforts: Shorter loading times, easier navigation, optimized images, product pages optimized for mobile.
KPIs in focus: Bounce rate mobile, conversion rate mobile, TSB
Do customers leave without sending any questions your way when something is unclear? It can be due to a number of factors, but often it is due to a poorly developed customer service function. An accessible live chat, a quick contact button and an FAQ that actually answers common questions are all examples of important factors that contribute to how safe your e-commerce appears and lays a good foundation for more conversions.
Examples of efforts: Live chat, visible contact button, relevant FAQ.
KPIs in focus: NPS, checkout bounces
Are customers hesitant because they don't know if the item is available or when it will arrive? Show stock status, delivery time and return policy directly on the product page. This reduces hesitation, lowers the return rate and increases reduces obstacles in the customer's decision-making process.
Examples of interventions: Stock status, delivery time, return policy, security marking
KPIs in focus: Conversion rate, reduced return rate
Does your site feel more like a catalog than a salesperson? Add guides, lookbooks, or how-to articles that link to products. This increases time on page, drives more product views, and can boost AOV.
Examples of efforts: Guides, lookbooks, how-to content linked to products, blogs
KPIs in focus: Time on page, product views, AOV
Help your customers to find what they are looking for with a smart and intuitive search function that takes into account margins of error such as misspellings, errors in references, and other issues.
Examples of efforts: Autosuggest, spelling help, filtering in search results, intuitive suggestions, hero products
KPIs in focus: Product views, conversion rate, bounce rate
Are shipping costs a surprise at checkout? It's time to highlight them. Show costs and times right on the product page and make returns easy. This reduces checkout abandonment and increases purchase intent.
Examples of efforts: Costs and times on the product side, simple return process
KPIs in focus: Conversion rate, reduced checkout abandonment, return rate
Are you selling out without telling them? Low-stock indicators and “last bought” features create buying pressure. Abandoned cart reminders can bring back the deal. This increases repurchase rate and raises AOV.
Examples of efforts: Low stock indicators, “last bought”, abandoned cart reminders
KPIs in focus: RPR, AOV, LBP
Do customers feel like the web and the store are separated? Sync inventory levels, offer in-store pickup, and make it easy to return in both channels. This increases customer satisfaction and drives overall sales.
Examples of efforts: Reserve in store, pick up online, synced inventory info.
KPIs in focus: Sales, AOV, NPS
Are you selling out without telling them? Low-stock indicators and “last bought” features create buying pressure. Abandoned cart reminders can bring back the deal. This increases repurchase rate and raises AOV.
Examples of initiatives: Points system and discount codes visible at the time of purchase.
KPIs in focus: CLV, RRP, LBP
Everything starts with a question..
... or 160 of them, to be excact! To bring structure and focus into each project, I developed an analysis model from a customer’s perspective. The analysis is a mix of quantitative and qualitative assessments. The outcome is a TAIL Score divided into four areas: trust, accessibility, inspiration, and loyalty.
Examples from the analysis
Structure & navigation
Visitor behavior is mapped based on how the site is structured and how the navigation is designed.
Visual guidance
The site's ability to guide the customer is analyzed. Various aspects are taken into account, such as color scheme, fonts, and interactive design, to get an overall picture of the site as a visual experience.
Information by text
The site's use of language is reviewed with your customer in mind. Descriptions, essential info like terms and conditions, and similar information are checked and tested with a readability analysis.
Accessibility
The analysis identifies potential barriers for users with different needs, including contrast tests, and assesses the site's overall ability to meet the new EU guidelines which became effective in spring 2025.
Assignments within
CRM & communication
Segmentation
→ The right message to the right person at the right time
By using customer data in a smart way, every mailing can feel relevant and welcome.
Automations
→ Optimize communication outside of campaigns
Communication that works for you 24/7.
Customer loyalty
→ Give the customer a reason to come back
Initiatives that make customers stay longer, buy more and talk well about you.
Areas of focus
CRM is so much more than sending newsletters. It is the tool that keeps the relationship alive after the first purchase and that makes customers choose you again and again. Here are a few examples of efforts that I can help with to build more profitable communication and a loyal customer base.
First contact sets the tone. Get a flow that matches your industry and more.
Examples of efforts: Customized homepage, guidance for new visitors, clear value communication
KPIs in focus: Conversion rate, repurchase rate, CLV
An sales & marketing year planner is incredibly useful regardless of the company's size or industry. Get planning that saves time in the long run.
Examples of content: Established sales peaks, industry-related sales peaks, anniversaries, other campaigns.
KPIs in focus: Open rate, conversion, sales, CLV
Achieve smooth automation that promotes sales at the customer's pace, of course with a built-in function that avoids clashes with larger campaigns.
Examples of efforts: Reminders, win-back offers.
KPIs in focus: RRP, LBP
Which automations are right for your customers naturally depends on your industry and product, but some should always be in place. Smarter communication around orders, customer service cases and abandoned cart emails are all examples of messages that are essential but unfortunately often very standardized. It doesn’t have to be that way!
Examples of automations: Anniversaries, transactional communication, abandoned cart.
KPIs in focus: Conversion rate, open rate, CTR.
Using slightly more unusual automations for both communication and segments, I ensure that the segments are updated based solely on behavior. This can be done using sunset automations, for example. This type of active processing of customer data is becoming increasingly important in times where email providers are placing higher demands on relevance in order to let emails through to the inbox.
KPIs in focus: Conversion rate, open rate, CTR.
Do you sell products that appeal to more than just one type of customer? Then you most likely have several different customer groups, each expecting different messages, content and levels of communication. With smart and dynamic segmentation, you will not only get to know your customers better, but also be able to deliver the right message at the right time.
Examples of automations: Reminders, product-related.
KPIs in focus: Conversion rate, open rate, CTR, LBP
The customer immediately notices when communication is inconsistent. Based on a thorough review of the current setup, I create a new plan, either a modified version where the structure or content is adjusted, or an entirely new one that aligns with your company’s sales goals and tone of voice.
KPIs in focus: Conversion, NPS
In a world of multi-loyalty, it is becoming increasingly important to truly understand your regular customers. With the help of smart segments and a dedicated strategy for loyal customers, you create the foundation for a winning concept that keeps them coming back.
Examples of strategies: Personalized offers, early access to campaigns, own campaigns.
KPIs in focus: CLV, RRP, NPS
Another step towards having even better control over the regulars and also expanding that part of the customer base is a loyalty program. I have good experience in developing loyalty programs, especially via Yotpo. Another experience is that I am not used to thinking of offer = discount as my previous employer did not allow that type of activation. The loyalty program can therefore be designed in other ways that do not necessarily have to affect the bottom line in the budget and still bind the customers.
Examples of strategies: Tiers/levels, lectures, priority, points, referrals.
KPIs in focus: CLV, RRP, LPB
