Conversion Engine

Project Description

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As Product Manager (Online Store) & Developer for the undGretel e-commerce platform, I owned the end-to-end optimization of the digital shopping experience with a strong focus on personalization, experimentation, and user-centric design. My role combined product strategy, UX thinking, and hands-on implementation to continuously improve the customer journey—from first interaction to checkout and post-purchase engagement.

I developed and executed a structured experimentation roadmap, identifying high-impact opportunities across key touchpoints such as landing pages, product detail pages, and checkout flows. By combining qualitative user insights with quantitative data, I was able to prioritize initiatives that balanced user needs with business goals. In parallel, I worked closely with marketing and brand teams to ensure that digital experiences reflected the brand identity while also driving measurable performance improvements.

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Problem solved:

The project focused on strengthening the platform’s ability to fully convert and engage its existing traffic. While the brand already had strong positioning and high-quality products, there was an opportunity to further optimize how users interacted with the online shop—particularly across mobile devices, where user behavior and expectations differ significantly.

Key areas of improvement included enhancing product discovery, reducing friction in the purchase journey, and creating more personalized and relevant user experiences. By refining navigation, improving content structure, and introducing data-driven experimentation, the goal was to create a more intuitive and seamless shopping experience that encourages exploration, builds trust, and ultimately increases conversion and customer value.

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Technologies used:

• Shopify for e-commerce management and web development (Liquid)
• Google Optimize for A/B testing
• Google Analytics for tracking user behavior and site performance
• Sketch for UX/UI design enhancements
• Responsive Web Development
• CRO methodologies

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Outcome:

My work on the undGretel onlinestore led to significant improvements in both user engagement and sales performance. The optimized website structure and A/B testing resulted in higher conversion rates, while the streamlined product launch process ensured that new products were introduced smoothly, increasing customer satisfaction. These enhancements helped boost overall traffic, improved the shopping experience, and positioned undGretel as a leading brand in the organic cosmetics German market. Additionally, by refining the mobile shopping experience, optimizing checkout flows, and enhancing SEO strategies, we attracted a broader audience and increased repeat purchases, strengthening customer loyalty and driving long-term business growth. These improvements elevated brand trust and drove higher retention.

This project highlights growth-focused product management with measurable business impact.

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