I connect user experience, marketing strategy, and performance data to build better websites and customer journeys. My work spans UX, ecommerce, and conversion optimization, from identifying opportunities to designing, launching, and evaluating improvements.
My background combines UX and digital design for skincare brands with conversion strategy for agency clients. I bring those perspectives together to create experiences that serve users and support business goals.
I translate audience needs and business priorities into clear, usable digital experiences. My work spans website structure, responsive design, ecommerce content, and reusable visual systems that keep the experience consistent.
I use research and performance evidence to identify friction, prioritize opportunities, and develop focused experiments. Each recommendation connects a specific user problem to a business objective and a practical way to evaluate the change.
I bring together web analytics, behavioral insights, campaign context, and available CRM outcomes to understand performance. I translate the findings into clear recommendations and next steps for the team.
A useful recommendation connects what the business needs, what users are trying to accomplish, and what the evidence shows. I examine those perspectives together to decide where to focus.
What is the business trying to achieve, and what does the audience need to move forward?
I clarify objectives, audience intent, stakeholder priorities, and the role of the website or campaign. That establishes the problem to solve and what a meaningful improvement would look like.
Where are people encountering confusion, missing information, or unnecessary effort?
I combine user research, behavioral evidence, and UX judgment to evaluate navigation, content, visual hierarchy, and key flows. I turn those findings into focused recommendations for the experience.
What evidence will show whether the change helped users and the business?
I define relevant success measures, review available tracking, and evaluate results in context. Where downstream data is available, I use it to understand lead quality and business outcomes alongside conversion performance.
There is no universal winning layout. The right hierarchy depends on intent, awareness, risk, and the offer—but every element should help visitors understand, trust, or act.
One primary action above the fold, one low-commitment secondary option. Never more than two — extra choices just add friction.
The reasons to believe, stated plainly, above the fold — before the visitor has to scroll to find out why they should care.
The logo banner right after the hero — quick, low-effort proof that real companies already trust you.
What you offer, placed directly below the fold so it's the very next thing a visitor sees.
Proof it works, told through real outcomes — placed toward the middle of the page once interest is already established.
Objection-handling and self-qualification content toward the bottom, for visitors who need more before they'll commit.
One last, unmistakable next step at the very bottom, for everyone who scrolled the whole way down.
Explore work across UX, ecommerce, and conversion optimization, including the business challenge, my contribution, and the evidence behind each decision.
Paid search leads were coming in, but the intake page treated every practice area the same and hadn't been rebuilt in years — cost per consultation kept climbing while the site stayed untouched.
One of the most competitive PI markets in the country — cost per click kept climbing, and the firm couldn't tell which campaigns were bringing in real cases versus tire-kickers.
Free trial signups were high, but the team couldn't tell serious buyers from noise, and tracking stopped at signup — nobody could connect a trial back to a closed-won deal.
I build resources that make performance questions easier to explore. The A/B Test Win Rate Calculator helps teams review testing progress, compare scenarios, and discuss what their results mean.
Review completed tests and win rate against a target.
Explore how future test outcomes could affect overall results.
Bring testing activity and conversion trends into the same discussion.
“Alex is the optimal balance of right-brained creativity and left-brained analyticity. His expertise in UI/UX has added immeasurable value to our team and all three of the Colgate-Palmolive skin health brands. He single-handedly executed a full site redesign for EltaMD, and builds conversion-driving Amazon product pages, Amazon A+ content, and emails for all three brands on a regular basis. He is efficient, flexible, detail-oriented, and excels across multiple creative mediums.”
“I had the pleasure of designing alongside Alex at Colgate-Palmolive Skin Health Group for several years. He was our team sounding board and excelled at keeping brand standards consistent across all mediums. With a strong eye for detail he was always who I would ask for feedback with projects I worked on. Skilled in all things design with a focus on UX-UI, Alex is a tremendous asset and an all around joy to work with.”
“Alex's commitment to his craft, ability to quickly adapt, and user-centric design approach truly set him apart. Alex has proven to be quite nimble throughout the creative process. At times projects have had to quickly pivot and he never gets unnerved. He consistently produces high-quality work and brings a fresh perspective to our projects. His proactive approach and dedication make him a great addition to any team.”
How I connect strategy, user needs, and performance evidence to move work forward.
My experience spans brand websites, ecommerce, B2B websites, and lead-generation landing pages. I’ve worked across UX, ecommerce content, digital campaigns, and brand systems, alongside experimentation, conversion strategy, and landing-page optimization across multiple industries.
I clarify the objective, review the current experience, and use available research and performance data to identify opportunities. From there, I prioritize recommendations, shape the content and UX, and define how we’ll evaluate the change.
CRO connects my design background with performance analysis. It gives me a structured way to investigate user friction, test ideas, and measure outcomes. I apply that thinking across messaging, content hierarchy, forms, and customer journeys.
I stay involved from analysis through execution, including CRO strategy, design, technical and sales copywriting, final builds, and QA. Throughout the process, I collaborate with MarTech and PPC analysts to align the experience, tracking, and campaign goals.
I work with PPC, creative, account management, and MarTech teams to align campaign goals, messaging, tracking, and the website experience. I translate findings into clear recommendations and support shared learning through workshops and experimentation practices.
I use GA4, heatmaps, ad platform data, and available CRM data to understand performance and guide optimization. I partner with PPC specialists to align the experience after the click with audience intent and campaign messaging.
I'm interested in opportunities across web strategy, digital experience, and optimization where I can combine analytical thinking with hands-on execution. Get in touch to discuss a role or walk through my work.
alexd.com
