When I joined Webstacks, a website design and development agency based in San Diego, we quickly identified an opportunity to expand what we offered clients beyond website redesign and replatform.
A lot of our projects ended at the point of delivery, even though there was clear potential to keep improving performance post-launch. In partnership with the team, I started shaping what these next-phase services could look like, specifically around CRO and SEO. Drawing from my experience leading website strategy and analytics in previous roles, I began packaging these services into defined programs that helped clients measure, optimize, and grow their results after a redesign or replatform.
My role
• Defined analytics methodologies for performance audits, SEO health assessments, and CRO tracking
• Led discovery sessions with clients to collect data access, validate tracking, and align KPIs to business goals
• Created data frameworks to compare pre- and post-launch performance across timeframes (90-day and 6-month YoY)
• Collaborated with design, dev, and strategy teams to translate insights into backlog priorities
• Established reporting templates used across client engagements for recurring analysis
Example of analytics-driven initiatives
Website Performance Audits
Built standardized audit frameworks analyzing conversion metrics, accessibility, SEO health, and UX performance to identify optimization opportunities post-launch.
CRO Measurement Models
Shifted focus from generic page visits to meaningful conversion events like form submissions and meetings booked, improving accuracy in measuring success.
SEO Insights Pipeline
Developed repeatable processes for analyzing keyword performance, schema implementation, and referral traffic trends to inform content and structural improvements.
Client Analytics Enablement
Partnered with clients to improve tracking maturity, validate event setups, and define KPIs tied to measurable business outcomes.
Trend Monitoring and Forecasting
Compared pre- and post-launch performance (90-day, 6-month, YoY) to identify patterns, validate optimizations, and feed continuous improvements.
Actionable Backlog Creation
Translated analytics insights into implementation-ready items for design, development, and content teams, ensuring data-driven decisions were executed efficiently.
My process
Inspired by audits I’ve run for other websites, I built this process in partnership with design, development, and PM teams to ensure insights translate directly into actionable improvements.
Results
The framework enabled measurable performance growth across multiple SaaS websites.
Conversion metrics:
+433%
Client 1: Increase in free trial form submissions after
UX and CRO optimizations guided by analytics
UX and CRO optimizations guided by analytics
+46%
Client 2: Increase in primary CTA engagement
after targeted UX improvements
after targeted UX improvements
SEO metrics:
Client 3: Post-SEO audit and technical optimization, search result visibility and organic clicks increased, contributing directly to growth in organic user acquisition.
Client 4: Organic acquisition metrics improved across the board YoY, driving higher-quality traffic and significant lifts in main conversion rates.
