eCommerce + Web

A Website is a Digital Front Door

I love creating spaces that welcome, create connection, and convert.

Digital Marketing Is:

  • Part Math

    Visits x (Conversions x AOV)

  • Part Psychology

    Listening +
    Anticipating Questions +
    Building Trust

  • Part Science

    Testing +
    Nurturing +
    Reducing Friction

ThistleFarms.org

49% DTC eCommerce Growth

Website supports program, fundraising, events, and corporate gifts.

• 95 Evergreen and 400 Seasonal Skus

• Shopify Plus with 2.0 Theme

  • 43% Site Visitor Increase

    $70K annual advertising budget maximized through brand collaborations, earned media, influencers, and PPC.

  • $85 (+35%) AOV

    Through upselling, bundling, and gift sets with a higher MSRP. We also strategically and necessarily raised the free shipping threshold from $70 to $100.

  • 3.8% (+37%) Conversion

    Through navigation changes, collection management, storytelling, listing optimization, and photography elevation.

    20% conversion rate for repeat customers.

  • 33% (+31%) Repeat Customers

    Increased this from 24% fo 33% through email strategy, stewardship communications, unboxing experience, and nurture campaigns.

Additional Thistle Farms Digital Properties

  • ThistleFarmsWholesale.org

    Customized feature case price, unit price, MSRP, and package components.

    • 51% Revenue Increase

    • 9.3% Conversion (post-login)

    • $587 Average Order Value

  • TheCafeAtThistleFarms.org

    Relaunched site March 2020 to adapt for local pickup and delivery services.

    • +138% Site Visitors (from 40K to 94K) over 3 Years

  • BeccaStevens.org

    Relaunched for book launch Sept 2020 and refreshed Sept 2023.

    • +165% Site Visitors in 2 Years

    • +300% Email List Growth

    Growth from PPC campaigns, social strategy, and landing pages with content downloads,

1 3

DELK eCom Growth

FrostGuard

Winter Windshield Covers

eCommerce began as an exit strategy for repacked returns from QVC.

$2.8M DTC Within 3 Years

  • 2016

    1) Urgent Royalty Deadline

    We needed to sell 20,000 NFL FrostGuards before the royalty contract expired and COG became a sunk cost.

    I did this in my first 15 weeks through PPC targeting by team affinity.

    2) Non NFL Inventory Was Repacked QVC Returns

    Designs and sizes were not ideal.

  • 2017

    1) Viral Influencer Campaign
    Exceed sales goal by 38%.

    2) Limited Amazon Sales
    Due to a noncompete with an authorized reseller.

    3) Launched FrostGuard App
    Location-based weather notifications, eCom, UGC form, and customer service.

  • 2018

    1) Amazon Reseller Relationship Sunset

    2) Repacked Returns Were Sold Through
    I created an ideal product mix based on prior sales insights.

    RESULT: 42% YOY Increase

Creating Consumer Confidence

40% of customer service tickets were requests for product size recommendations.

The simple sizing chart did not create enough confidence. I created an interactive form with make and model details with information from product development.

RESULT: +43% Conversion Rate

%

of Revenue in Nov - Dec

Due To Product Seasonality

%

Conversion Rate

+13% YOY

*High Due to QVC Halo Effect

%

Review Rate

+25% YOY

$

Average Order Value

+10% YOY

MYCHANIC

Work Lights. Shop Stools. Booster Cables.

  • 12 thoughtful, feature-rich, and well-built products
  • Created for auto-enthusiasts by auto-enthusiasts

$1.5M DTC Within 3 Years

Product features communicated with animated renders, lifestyle videos, and visual feature list.

+ %

Revenue

YOY

%

Conversion Rate

%

Review Rate

$

Average Order Value

+6% YOY

MYCHANIC initially struggled to gain traction on Amazon.

Customers were choosing simpler, less expensive options.

After significant listing optimization, we began to gain ground, particularly with the shop stool category.

However, the true momentum came with the launch of our entry level model, the Fastback Shop Stool.

  • Category Top 10 Within Weeks
  • $200K in Sales Year 1

H. D. Smith

Pharmacy ePresence

H. D. Smith's core customer base of independent retail pharmacies were losing market share to Walgreens and other chains.

The pharmacists often struggled with marketing and technology solutions, especially with the complexities of HIPAA compliance.

ePresence was an affordable and a comprehensive digital marketing toolset.

  • $700 Set Up + $225/mo
  • 200+ Customers Year 1

  • Branded Website

    • Prescription Refill
    • eCommerce Options
    • Coupon Generator
    • Monthly Billboard Refresh
    • Daily Health Articles
    • Robust Wellness Resource
    • Pre-written, Editable Content
    • Site Analytics & Security
    • Launch Marketing Kit

  • Social Media Management

    • Profile Set Up
    • Monthly Content Publishing

  • Monthly Newsletter

    • Health & Wellness
    • Seasonal Features

A/B Test Resulted in 120% Lead Increase

The existing site nested 50+ products under a single Products tab.

The organization had 7 solution verticals, each serving a different part of the healthcare continuum.

A four-prong test was implemented, resulting in the following:

  • 120% Increase in Leads
  • 65% Decrease in Search
View A/B Test Summary

Four Test Areas

  • 1. Navigation

    The 7 solution verticals became the primary navigation.

    Other pages (blog, about, contact, etc) moved to eyebrow menu.

  • 2. Solution Mini Sites

    Each solution vertical received a "mini site" with a tab for each product the suite.

  • 3. Nomenclature Updates

    In the nav and mini-site headers, product names were replaced with direct language that spoke to the need the product met.

  • 4. Lead Form Edits

    Lead forms on the product pages were shortened.

    "Request a Quote" was edited to be more consultative.