Lorenzo C.

Self-Employed

Quit my full-time job at Speero (previously CXL Agency) in Oct 2020. Spent 3 months reading a lot of books and relaxing. Finally started my own CRO consulting business in Jan 2021.

CRO, User Research and Experimentation Consultant

Speero

When there's a CRO project that Speero (previously CXL Agency) needs my help with, if I am not fully booked with my own clients, I come in and help.

CRO and Experimentation Consultant

CXL Agency

Experimentation and Growth

Convertr

Convertr helps media publishing companies save time, improve efficiencies and increase revenue by automating data cleansing, formatting and delivery to advertisers' CRMs in real time via API.

Growth

NextRoll, Inc. (formerly AdRoll Group)

Market Development

New Business Development

LC Media

Founder & CEO

payleven

Built the online and offline affiliate and referral channel from scratch.

Online Marketing

Aviatech

SEO and Online Media Specialist

SEO and Media Intern

Atlas

Sales Intern

Fotolitostar

Sales Assistant

CRO & Growth for DTC brands | ex-CXL

I wake up every day excited about growing businesses.

I have 12+ years experience in digital and tech, focusing on media buy, growth and experimentation.

Specialities (and what gets me pumped every day):

- Growing revenue and profits for DTC (including subscription based) brands using CRO, scientific experimentation and A/B testing.

- Increasing Customer LTV, decreasing Churn and improving retention.

Tools I use every day:

Analytics: Google Analytics (360), Adobe Analytics
Tag manager: GTM
A/B testing: Google Optimize, VWO, Optimizely, Adobe Target, Zoho Pagesense, Sitespect 
UX / User Testing / VOC: Hotjar, SessionCam, Usabilla, Medallia, Usability Hub, Userlytics, TryMyUI
Ecommerce CMS and apps: Shopify, Shopify+, Recharge, Smile.io, Klaviyo, Emarsys, Yotpo, Zendesk, Gorgias, JustUno, PushOwl, SMS Bump
Others: Profitwell

Axiom

I serve as the single point of contact for Axiomlaw.com and am at the forefront of driving transformative initiatives to optimize the digital user journey and elevate conversion rates aligned with business objectives. Working closely with the CMO and CPO, I compile website data and additional research into testable hypotheses to ideate impactful A/B tests and innovative website initiatives.

I conceptualize and communicate these hypothesis-driven A/B test ideas and website initiatives to a cross-functional team of developers, designers, and marketers. These initiatives have contributed to remarkable year-over-year increases of 40%, and higher, on conversion rates of commercial website visitors to new contacts, marketing qualified leads, and sales qualified leads.

I guide paid digital and SEO managers to integrate digital user journey analysis findings and A/B test learnings into their acquisition strategies. This strategic alignment resulted in a 39% increase in marketing qualified lead conversion rate and a 20% increase in sales qualified lead conversion rate for organic, direct, and paid digital channels year-over-year.

Collaborating with the director of user experience, I've spearheaded a line of discovery testing to identify new audience segments and run tests to ensure the alignment of conversion paths with both new and existing audience segments. This approach has been instrumental in refining and optimizing the user experience on the website.

Innovating beyond the website, I incorporate insights on the digital behavior of marketing qualified leads into sales workflows to guide follow-up actions, ensuring more tailored interactions with prospects and ultimately increasing the rate of commercial website visitors converting to sales qualified leads.

Senior Manager, Conversion Rate Optimization

I played a pivotal role in enhancing the company's online performance through strategic testing and analytics initiatives. Collaborating closely with marketing, product, and R&D teams, I developed and executed quarterly testing roadmaps that significantly impacted conversion rates.

I successfully conducted 31 tests from Q4 2022 through Q2 2023, resulting in a 178% increase in the conversion rate of commercial site visitors to marketing qualified leads and a 75% increase in the conversion rate of commercial site visitors to sales qualified leads in the first half of 2023 compared to the first half of 2022. 

I spearheaded the successful integration and adoption of the company's digital legal talent finder tool on the website. This initiative yielded outstanding results, including a 263% increase in marketing qualified lead conversion rate and a 106% increase in sales qualified lead conversion rate for commercial visitors to the tool in the first half of 2023 compared to the first half of 2022. 

My role extended beyond testing and optimization as I performed in-depth analyses of commercial digital buyer behaviors. This involved identifying key segments and presenting valuable insights to executive leadership, contributing to data-driven decision-making within the organization.

In response to the evolving digital landscape, I led the company's transition to Google Analytics 4, assuming ownership of data quality and conversion tracking. This transition empowered the team with more robust analytics capabilities, ensuring accurate and actionable insights to inform future strategies.

Through my tenure as Manager of Conversion Rate Optimization, I not only achieved significant improvements in conversion rates but also contributed to a culture of continuous improvement and data-driven decision-making within the organization.

Manager, Conversion Rate Optimization

I built a successful conversion rate optimization program from the ground up on the demand generation team, working closely with stakeholders across departments to develop a strong understanding of key questions and business objectives tied to matching potential clients with the right solutions and legal professionals for the needs of their in-house legal teams, while attracting high-caliber legal talent. 

I translated our key questions and business objectives into a roadmap of hypothesis-driven experimentation, continuously updating based on insights uncovered from heatmaps, session recordings, Google Analytics, and A/B testing on the website via A/B Tasty, an online experimentation tool. I implemented each test, sharing relevant learnings with stakeholders and collaborating with developers to fully implement leading variations.

My achievements included increasing the website conversion rate by 8% period-over-period for the commercial side of the business with an 86% increase in form fill volume period-over-period by:

✦ Ideating, structuring, and implementing tests in collaboration with product and research and development teams focused on improving the experience on and user journey to a newly launched online tool for finding lawyers in our network, resulting in uplifts of ~74% on form submission rates within the tool

✦ Tracking click, scroll, and dwell time behaviors via Google Tag Manager and segmenting that data in Google Analytics for insight into business questions about our audience, uncovering patterns in user behavior for hypothesis-driven testing opportunities prioritized by impact.

✦ Incorporating learnings from testing into the development of HubSpot templates for our homepage, solutions pages, practice area pages, industry pages, local landing pages, whitepaper landing pages, and paid search landing pages

Associate, Conversion Rate Optimization

Arbeit

Generating 103% more inbound website leads year over year, of which 15% became customers, was one of my proudest achievements as a Conversion Optimization Specialist at Arbeit. By implementing data-backed improvements to the Arbeit website, I boosted our organic traffic by 43% year over year. Additionally, I took initiative in executing and collaborating on the successful restructuring and redesign of the Arbeit website to convert 57% more organic visitors into customers year over year. 

I achieved these results by formulating frequent data-backed hypotheses for A/B testing using qualitative and quantitative data from Hotjar, Google Analytics, Google Tag Manager, and Google Ads. I tested my hypotheses by designing and implementing A/B tests of website call-to-actions, copy, structure, navigation, design, and forms using Google Optimize. 

Upon completion, I used my test results to inform changes to website landing pages, copy, layout, title tags, meta descriptions, ad campaigns, and emails. I also incorporated input from our UX designer and front-end developer to improve the overall functionality and design of the Arbeit website.

This process of analyzing data, testing my hypotheses, and engaging in collaborative discussions enabled me to successfully execute the restructuring and design of the Arbeit website and make continuous optimizations that drive traffic and conversions.

Optimizing the Arbeit Blog also played a huge role in increasing our overall conversion rate and organic traffic. By conducting topic research to inform the creation of long and short-form blog content that's optimized for valuable keyphrases, I was able to increase website visitor-to-blog subscriber conversions by 37% year over year.

I'd also like to note that I was able to achieve these results amid a rapid transition to remote work and a global pandemic.

Conversion Optimization Specialist 

Mainstreethost

While working at Mainstreethost I gained significant expertise in search engine optimization and content editing. As a result, I was awarded employee of the month status 9 months into my role. I worked with several different content management systems and performed thorough analyses on hundreds of client’s websites. 

In creating an effective and sustainable search engine optimization campaign, I did the following:

✦ Identified each client’s customer pain points
✦ Performed extensive query/keyword research
✦ Prepared & implemented appropriate adjustments to title tags, meta descriptions, content & site navigation
✦ Determined the appropriate structured data markup for a variety of industries
✦ Utilized Google Tag Manager, Analytics & Search Console to analyze traffic, track conversions and gain insight on the different ways customers were interacting with the client’s website
✦ Developed additional on-page SEO solutions, including content creation and optimization.

Throughout every step and across varied industries, I took into account each client’s business goals while making data backed decisions when campaign strategy adjustments were necessary. 

I was also selected to participate in the execution of a new local SEO service which included citation management and optimization across major platforms (Facebook, Bing, Google My Business & Yelp) with an additional focus on editing, creating and structuring website content for localized desktop and mobile searches. With the emergence of the new service, I took initiative in developing tools that combated pain points I had identified, while writing instructional content to assist those who would need training on local SEO skills in the future.

Search Engine Optimization Specialist

GEICO

Upon successful completion of my role as a Business Operations Intern at GEICO, I was selected to join the company's Claims Management Development Program. During my time in the program, I held the position of Claims Service Representative and in my role I was responsible for determining liability, obtaining accident facts, and identifying the next steps in the claims process. I communicated this information to customers over the phone on a daily basis using empathy and developed solutions that were centered around each customers unique situation.

Claims Management Development Program

The Donna Karan Company, LLC.

In my role as a Sales Associate, I was able to consistently exceed company-directed sales goals and was able to maintain Employee of the Month status for two consecutive months. My proudest result was my achievement of exceeding sales goals by 34% in a 5-month period. I was able to achieve these results by effectively using my extensive product-knowledge to communicate product value and establish strong relationships with clients. Using the insight I gained during my interactions with customers, I was also able to create a new strategy of increasing the number of units sold per sale by directing customers to appropriate fitting rooms based on outfits that fit their style.

Sales Associate

Payless ShoeSource

I was responsible for ensuring that the store was organized and maintained visually according to company standards. I was also able to provide excellent customer service by presenting customers with different shoe options based on their needs and taking initiative in communicating with other stores to allow for merchandise to be delivered to the customer's home.

Conversion Optimization Manager | Data-Driven A/B Testing & Experimentation | SEO & SEM Background

I am a passionate, pragmatic, and adaptive digital marketing, optimization, and experimentation professional with a 5+ year track record of managing website projects and developing experimentation roadmaps and processes from the ground up to systematically drive continuous growth in qualified traffic, conversions, qualified conversion rates, and new customers from digital channels including organic search, paid search, and email channels.

I discover target audience problems and opportunities through a combination of comprehensive user journey analyses from search to purchase, insights from structured interviews with customer-facing roles, analysis of qualitative feedback, and query/topic research specific to target audiences. I develop objective frameworks to prioritize these problems and opportunities based on their level of impact to key goal metrics aligned with business objectives.

This systematic and data-oriented approach leads me to develop solid hypotheses and ideate solutions that I then prioritize using an objective framework assessing impact and effort, actioning these hypothesized solutions through the approach I determine to be most appropriate of either A/B testing or implementation followed by structured data analysis (depending on existing traffic and conversion volumes). 

Using project management tools, I lead a cross-functional remote team of engineers and designers on each test or initiative from concept to design to implementation, playing a heavy hands-on and collaborative role at each stage to ensure past learnings are incorporated in designs, that designs are properly testing the hypothesis, and that proper tracking and reporting of primary, secondary, and guardrail metrics is in place. Upon completion of each A/B test or digital-related experiment, I develop and communicate my learnings across the business based on my analysis of results, recommending next steps and introducing new problems, opportunities, and hypotheses.

The majority of my experience lies in being both a practitioner and leader in optimizing conversion rates overall and for individual digital channels, as well as driving increased organic search traffic to websites for high-growth service and software businesses in highly regulated industries with niche target audiences and high-commitment products. This has molded my adaptive and creative approach to optimizing websites and building experimentation roadmaps.

taplio

The Battle

Lorenzo C.

Eleanor O'Connor

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