Case Studies
Real work. Real numbers.
B2B web strategy engagements, what was broken, what changed, and what moved. Each case study covers the problem, the approach, and the outcome. No vague claims. If there's a number, it's in here.
Tableau (Salesforce)
A cluttered contact page was hiding $6.9M in pipeline
The contact page on tableau.com had become a dumping ground. Three months of iterative A/B testing, focused on removing distractions, lifted form conversions 61% and added $6.9M in annualized pipeline.
Read case study →Heather Christo
The blog stopped. The list kept growing.
Heather's email list had 3,000 people on it and was flat. It has over 43,000 today and still grows, years after she stopped publishing new recipes. The change that did it was moving the signup to the pages that already had the traffic.
Read case study →Convoy
The funnels already existed. Nothing pointed at them.
Convoy's website had no single owner, so it accumulated every team's priorities and pointed at none of them. The recommendation was subtraction: route every visitor into one of the two sign-up funnels that already worked.
Read case study →SportStream
The second-screen bet that Facebook bought
SportStream spun out of Evri with a placeholder site and investors waiting. I built their web presence, led the partner program prototypes, and helped them prove a new fan behavior. Facebook acquired the company in December 2013.
Read case study →