To enhance targeted content, I revamped the design and HTML structure of the articles page with a focus on SEO. This allowed the content team to create new pages that adhered to SEO and accessibility standards, optimised page load speed, and improved overall site performance. I utilised tools such as SEMrush and Google Search Console to boost search rankings and ensure ongoing optimization.

In response to the downturn in the UK market due to the post-pandemic environment and Brexit, our team made three key decisions:

1. Expand B2B Retailer Partnerships: We introduced marketing collateral materials and developed an online feature to list local resellers, addressing trust issues in online purchases among the baby boomer demographic.
2. Integrate Payment Facilitators: We enabled payment options like Clearpay on the website and promoted this feature through Facebook and landing pages to enhance payment flexibility.
3. Create Exclusive Content: We developed targeted content for the company website and Facebook, focusing on energy savings and current environmental issues to boost user engagement.

Developed several custom functionalities for Uccello Designs using JavaScript and PHP, including snippets and plugins tailored to the business’s specific needs:

• Bundle Deals: Enabled merchants to create product bundles displayed on the product page, allowing them to track and analyze conversions—a strategy known as cross-selling.
• User Redirection Based on Location: Faced with issues managing country-specific pages, I developed a custom plugin that automatically redirects users based on their location.
• Product Registration & Discount: Leveraging Gravity Forms, I built a snippet that sends a personalized email with a randomly generated discount code (with a prefix) after a product is registered, offering customers a 10% discount.
• Checkout Process: Rebuilt the checkout into a streamlined, three-step process.
• Cart Customization: Added custom script conditions for product matching in the cart.
• Product Back in Stock Notification: Created a snippet that allows customers to sign up for notifications when a product is restocked.
• Order Confirmation Email Customization: Customized fields and added tracking events for purchase orders and confirmation emails.
• Email Marketing Tracking: Integrated with Mailchimp to enable custom email triggers for abandoned carts, repeat orders, high-order amounts, and more.
• Localization: Implemented WPML for multilingual website functionality.
• ERP and Payment Gateway Integration: Integrated Xero ERP for purchase order management, along with payment gateways including Stripe, Revolut, Klarna, Afterpay, Clearpay, and custom solutions.

After a prolonged period of challenges related to B2B orders, payments, stock control, and pricing discrepancies, the business sought to streamline the ordering and purchasing process. In response, I developed a custom B2B eCommerce platform using WooCommerce. This solution enabled B2B users to register their businesses, manage sub-accounts, create and edit payment methods, place pre-orders and re-orders, build bundled products and special combinations, and print purchase orders (POs).

As one client, Sean Gallagher, remarked: "The ordering process has become fast and accessible —we no longer need to be in the office to place a last minute order."

After analysing customer feedback, product registration data, and website contact forms, I identified a pattern of repetitive communication between the business and customers regarding common issues. To streamline this, I proposed creating a comprehensive FAQ section on the website, which was implemented using a Knowledge Base plugin for WordPress. This project involved collaboration across all departments, as it required filtering common questions, providing accurate answers, and guiding users through text, images, and videos.

The project took several months to complete, resulting in a 61% reduction in repetitive support requests, improved Google search rankings, and increased user engagement.

The website and eCommerce platform were becoming noticeably slow, and users were experiencing the impact. To address this, I developed and executed a comprehensive plan to reduce page load times, a process that took about 6 months due to the complexity of testing and implementation. A detailed audit and full report were conducted across all three major websites, providing a clear starting point and offering insights to the team and stakeholders.

The technical improvements included:

• Utilizing Cloudflare CDN to optimize image delivery
• Implementing server and browser caching
• Compressing JavaScript, CSS, and libraries
• Enabling lazy loading for images
• Creating service workers and converting the website and eCommerce platform to a Progressive Web Application (PWA)
• Auditing and resolving issues identified in Google 's PageSpeed Insights

Every business should prioritise how effectively they engage their audience through tailored content, products, and offers. In collaboration with the marketing team, I developed promotional landing pages designed to target seasonal audiences. Using Figma, I created the wireframes, and once approved, they became the foundation for the landing page templates, which included approximately 10 distinct variations.

Uccello Designs primarily serves baby boomers, making accessibility the company's top priority. Following extensive research, I updated the website and eCommerce structure to meet WCAG AA standards and integrated the 'Readabler' UI tool, ensuring users with various impairments could seamlessly navigate and shop on the site. A thorough audit of all pages was conducted, and the necessary technical adjustments were implemented. To support the marketing and creative teams in developing future WCAG AA-compliant content, I created detailed video tutorials.

To address issues with Facebook Pixel and the absence of key metric tracking, I integrated multiple streams (Web/eCommerce, Social Media) into Google Analytics (GA4) using Google Tag Manager (GTM). This allowed the business to collect, visualise, and analyse critical data across marketing, finance, UX, and CX. The project also included:

• Facebook Conversion API, custom and quality event tracking;
• Built-in product schema for eCommerce enhancements and Google Merchant (Google Shopping free listings);
• Sales funnel tracking and detailed reporting in GA4;
• Custom events for landing pages;
• Monthly reports generated via Google Looker.

In the early stages of our eCommerce efforts, decisions were often based on assumptions and biases about what we believed would resonate with our audience, which is a flawed approach. Every action should be driven by data, and only your users or customers can provide the insights you need. After several assumptions around CTA colors, context, and layout, I implemented A/B testing in collaboration with the marketing team, conducting a minimum of 5 tests per quarter for analysis. Using Google Optimize, I ran multivariate and split tests to gather actionable data.

For instance, we discovered that the 'Buy Now' CTA underperformed. After testing, we found 'Add to Cart' was more effective, as baby boomers were hesitant to click 'Buy Now' due to concerns about accidental purchases. Another key finding from our 2021 landing pages tests revealed that 'Video + Product Demonstration' outperformed 'Image + Reviews' in driving conversions.

After the company incurred significant costs outsourcing the management of their AWS IAM account to third-party agencies, I decided to specialise in AWS and its cloud services to bring the process in-house. The company's four websites were hosted on Lightsail, and one major challenge was managing different domain properties, which I streamlined by migrating everything to Route53 for easier administration.

Results after 3 year exploring AWS:

• Create, modify, and delete instances across the EU, US, UK, and AUS regions.
• Manage databases, networking (CDN, Static IP), bucket storage, domains, and snapshots.
• Migrate WordPress from a static to a cloud-based server.
• Develop a staging environment using WP-CLI.
• Integrate a CI/CD pipeline to distribute updates across three instances.
• Monitor for instability in instances and the network.
• Implement cost control measures to reduce unnecessary expenses on instances, static IPs, and snapshots.