I connect paid-media performance, user behavior, and attribution to find the next conversion opportunity. Then I turn that insight into sharper landing pages, stronger creative, and focused experiments.
I understand the journey from first impression to final conversion.
I have worked on top-of-funnel strategy, but my specialty is the bottom of the funnel: the point where campaign intent, the landing-page experience, and the conversion path must work together. I use signals from each stage to decide what to improve next.
01
Paid Media & Creative
I analyze campaign structure, audience intent, search terms, and creative performance to understand who is arriving, what persuaded them to click, and where expectations may be breaking down.
Google Ads & Meta analysis
Ad-to-page message match
Creative strategy & ad builds
02
Landing Pages
This is where I specialize. I translate campaign intent and user needs into focused experiences that make the offer clear, reduce friction, and move the right visitors toward action.
Landing-page strategy
UX, copy direction & visual design
Conversion-focused page builds
03
Measurement & Attribution
I use analytics and attribution context to look beyond surface metrics, identify where performance is actually breaking down, and connect experiments to meaningful business outcomes.
GA4 & funnel analysis
Conversion-path diagnosis
Evidence-led prioritization
How I find opportunities
The page is only one part of the problem.
A conversion problem can begin with the traffic, the promise, the experience, or the measurement. I bring those signals together before recommending a solution, so the team tests the right problem instead of the most obvious one.
Campaign Analysis
Interrogate the traffic
The incomplete view
Treating every landing-page problem as a design problem without checking audience quality, search intent, placement, campaign structure, or the promise made in the ad.
My approach
I review paid-media signals first, then separate traffic problems from experience problems and identify where creative, targeting, or message match may be limiting performance.
Conversion Rate Optimization
Diagnose the experience
The incomplete view
Redesigning from instinct, copying a competitor, or applying “best practices” without understanding the audience, offer, objections, and behavior on the current page.
My approach
I combine behavioral evidence, UX principles, campaign context, and strong visual communication to create a clear hypothesis and a page designed around it.
MarTech & Attribution
Measure what matters
The incomplete view
Calling a test successful because clicks or form fills increased, without asking whether lead quality, booked appointments, sales, or downstream revenue improved.
My approach
I use the best available attribution and downstream data to define success, prioritize experiments, and interpret results in the context of the wider funnel.
Landing-page strategy
A conversion-focused page gives every section a job.
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.
1
Primary + Secondary CTAs
One primary action above the fold, one low-commitment secondary option. Never more than two — extra choices just add friction.
Common mistake: More than two CTAs, with no primary vs. secondary styling
2
USPs
The reasons to believe, stated plainly, above the fold — before the visitor has to scroll to find out why they should care.
Common mistake: No value proposition, or failing to address the visitor's pain points
3
Trust Signals
The logo banner right after the hero — quick, low-effort proof that real companies already trust you.
Common mistake: Crowding the hero with trust signals early on — test badges, logos, and testimonials separately to see which actually convert
4
Services
What you offer, placed directly below the fold so it's the very next thing a visitor sees.
Common mistake: Not giving an overview of the services or pain points you solve — this should come early in the page
5
Case Studies & Stories
Proof it works, told through real outcomes — placed toward the middle of the page once interest is already established.
Common mistake: Vague testimonials with no real results or numbers attached
6
FAQ & Qualifying Info
Objection-handling and self-qualification content toward the bottom, for visitors who need more before they'll commit.
Common mistake: FAQ placed too high on the page, with questions that don't address real pain points
7
Final CTA
One last, unmistakable next step at the very bottom, for everyone who scrolled the whole way down.
Common mistake: A generic "Submit" button with zero urgency
Free CRO Tool
I built the tool I use to run my own tests.
The A/B Test Win Rate Calculator is the CRO dashboard I use on every engagement — it tracks whether I'm on pace to hit testing goals, flags when to cut a losing test early, and shows whether a client's conversion rate is actually trending up over time. Free to use.
Pacing
Are you on track to hit your annual win-rate target, or do you need to close out the year with more wins per test?
Cut Losses
Know when a test is statistically dead — or already a winner — before it wastes another day of traffic.
Client Trend
See whether a client's conversion rate is really improving over time, not just whether the last test won.
“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.”
FAQ
How I approach CRO.
The strategic questions behind how I analyze funnels, prioritize opportunities, and turn insights into measurable experiments.
I do not evaluate a landing page in isolation. I connect paid-media intent, ad creative, on-page behavior, conversion data, and downstream outcomes to understand what is actually limiting performance. That produces stronger hypotheses than relying on design preferences or generic best practices.
My deepest expertise is at the bottom of the paid-media funnel: landing pages, conversion paths, forms, offers, and testing strategy. I also understand top-of-funnel strategy and creative, which helps me protect message match and make better decisions about the experience after the click.
I look for patterns across ad platforms, analytics, attribution, heatmaps, recordings, funnel drop-off, and customer context. The goal is to distinguish symptoms from causes, then focus the team on the opportunity most likely to improve a meaningful business outcome.
I prioritize ideas by the strength of the evidence, expected impact, implementation effort, traffic, and business value. Each test starts with a clear problem and hypothesis, not simply a new design. I also account for low-traffic environments where disciplined prioritization matters more than testing volume.
Strategist first, with the design ability to carry the strategy through execution. I can lead the analysis, define the hypothesis, shape the message and experience, create the landing page or ad creative, and collaborate with specialists when a broader team is involved.
A higher conversion rate is useful, but it is not always the final goal. I evaluate experiments against the best available downstream signal—qualified leads, appointments, sales, or revenue—and use attribution context to understand how the result fits into overall paid-media performance.
Let's talk
Need someone who can connect the funnel?
If you are building a stronger CRO capability—or need a strategist who can connect paid media, UX, creative, and measurement—send me a note. I would be happy to discuss the role and walk through my work.
alexd.com
