At Ezcorp, I combined quantitative data with session recordings, heatmaps, surveys, and usability tests to identify conversion barriers. I developed testable hypotheses, defined success metrics, and ran experiments, including initiatives that contributed to doubling in-store transactions.
Across Ezpawn, Usa Pawn, and Value Pawn, I optimized high-traffic landing pages and added entry points for Instant Quote, e-commerce, and online payments. These changes increased conversion from 0.6% to less than 20% in 2025.
At Envato, I owned Placeit’s experimentation roadmap and prioritization, running more than 150 experiments to improve the subscription flow and site experience. This work contributed to a 40% increase in new annual subscribers in 2023.
