Edtech E-Commerce
E-commerce start up struggled to effectively target customers and optimize ad performance.
I created a seamless user experience from engagement, add to cart, and conversion.
Problem Statement
The company faced challenges in effectively targeting high-value customers, optimizing ad performance, and creating a seamless user experience from ad engagement to conversion.
Solution
To address these challenges, I conducted competitive analysis, user research, and data-driven optimizations to refine audience targeting and enhance ad performance. I collaborated with UX and development teams to create a cohesive landing page experience, leading to a 46% increase in website traffic over six months.
By streamlining product pages and simplifying the purchasing process, I improved usability, driving higher engagement and increased AOV. Additionally, I implemented performance dashboards, standardized creative assets, and optimized SEO strategies to support
long-term growth and improve marketing efficiency.
These efforts resulted in a seamless customer journey, stronger
brand consistency, and measurable business impact.
Roles & Responsibilities
Conducted competitive analysis of competitors, evaluating their marketing strategies, audience targeting, and top performing ads to identify opportunities for market share growth.
Led user research, analyzed sales data to identify high value customers and conducted interviews to gain insights for a marketing strategy.
Developed a data driven marketing strategy based on research findings and collaborated with UX and web development teams, integrating insights into their sprint cycles to optimize
user experience.
Defined website copy and design guidelines that aligned with digital marketing campaigns, ensuring brand consistency and an optimized user journey.
Designed and implemented sales performance dashboards, enabling data driven decision making by tracking marketing effectiveness and
revenue impact.
Optimized asset management for web and ad creatives, standardizing image sizes to streamline ad production, improve site performance, and enhance
A/B testing efficiency.
Customer Surveys
Rachel
Homeschooler
“When there aren’t enough details about the product, or if it’s unclear what’s included.
I also don’t like when
reviews are missing.”
David
Teacher
“I need to see alignment with educational standards, the age group it’s best for, and sample pages to understand how it fits into my lessons.”
Lisa
Homeschooler
“I look for age-appropriate, engaging materials with clear descriptions of what my child will learn. Reviews from other parents help.”
User Personas
Jessica
Teacher
32 years old
California
Educates 20 stuends
in 3rd grade
Needs
Finds classroom materials that align with state education standards.
Needs clear descriptions of what's included in a product.
Prefers physical
teaching materials.
Pain Points
Struggles with understanding what’s included in each product.
Frustrated with limited filtering options.
Sarah
Homeschooler
30 years old
Texas
Homeschools two children ages 1 & 7 years old.
Needs
High quality, age-appropriate teaching materials for her
7 year old.
Engaging, hands-on
learning tools.
Prefers sample pages and video demos before purchasing.
Pain Points
Hard to find detailed product information.
Overwhelmed by too many product
choices without
clear recommendations.
Empathy Map
Homeschoolers and teachers shopping for educational materials prioritize clear product descriptions, sample pages, and video demos to assess quality before purchasing.
Homeschoolers value affordability, engaging content, and peer reviews, while teachers focus on curriculum alignment and structured materials.
Common frustrations include poor filtering options, overwhelming product choices,
and a lack of real-world previews.
To improve the shopping experience and increase conversions, the website should enhance product clarity with better descriptions, sample pages, and video walkthroughs, introduce smarter filtering and search functions, offer personalized
recommendations, and provide live chat support.
Additionally, subscription discounts and bundled pricing could appeal to
budget conscious homeschoolers and repeat buyers.
Wants high quality, engaging materials.
Frustrated by lack of filtering options
Clear descriptions and sample pages
Too many products without enough details
Some products lack sample
pages or demo videos
Notices bundles and best sellers first.
Other homeschoolers recommending
their products.
Teachers discussing among colleagues
with curriculum alignment
Reads reviews before purchasing items.
Saves items to wishlists or cart before buying.
Browses through social networks and
forumsfor recommendations.
User Experience Before
Lighting did not convey trust with customers and made it difficult to promote on social media
Share buttons distracted users
from adding
items to their carts.
If a customer wanted to buy 1 book, they must select zero on every title.
These pages had the highest drop off rates compared to other products on the site.
Users were forced to scroll down to read product descriptions which led to distractions to adding to cart.
User Experience After
Edited photos to have a plain background which matched the landing page content to the social media ads.
Edited photos to have a plain background which matched the landing page content to the social media ads.
Lighting did not convey trust with customers and made it difficult to promote on social media
Descriptions above the fold for users to quickly read about the product and scroll
down if necessary.
Performance Metrics
Marketing & UX/UI Results
Developed a targeted advertising strategy by identifying the ideal customer profile, crafting compelling ad copy, and collaborating with designers to create a cohesive landing page experience. This resulted in higher performing ads, increasing impressions, clicks, and click through rates (CTR) compared to previous campaigns.
Conducted user research and cross functional collaboration by interviewing top buyers, analyzing customer service insights, and identifying key pain points. This informed a redesigned product page that addressed user obstacles, resulting in higher engagement, increased time on site, and a more seamless purchasing experience.
Optimized the ad to landing page experience, leading to a 46% average month over month (MOM) increase in traffic over six months compared to the previous period.
Based on my suggestions the development team enhanced product page usability by removing distractions and simplifying the purchasing process, enabling customers to add items to their cart more efficiently. These improvements led to an increase in
Average Order Value (AOV) and overall revenue growth.