for stores, saas and booking sites
i design the parts where money changes hands.
send your url. i will reply with three specific things costing you money, each one tied to the surface it lives on and what it would take to fix.
the surfaces i work on
the paywall
where the gate sits, how many are soft, which one is hard, and what a returning visitor sees that a new one does not.
the pricing page
plan count, the shape of the annual discount, currency, and which plan the page is actually built to sell.
checkout
field count, what is asked before value is shown, and where the decline rate is hiding.
the first session
what happens before you ask for anything. the cheapest conversion work is almost always here.
the second day
day-2 return is the highest-signal metric i have found, and almost nobody designs for it deliberately.
how i argue
fix the funnel before adding features
acquisition does not scale until conversion works. buying more traffic for a page that cannot convert the traffic it already has is the one spend you never get back.
show value before you ask
cold traffic does not know your product. an auth wall, a price gate or a "contact us for pricing" placed before comprehension is the most expensive thing on most sites.
define the metric before building the thing
one source of truth, agreed up front. i will not point a campaign at a page that cannot be measured, and i will not claim an improvement i cannot show you.
quality argued in money, not taste
a defect matters because of what it costs, not because it is ugly. if i cannot tell you which number a change moves, it goes to the backlog like everything else.
where this comes from
monetization
goodnotes
a marketplace built as a block system, so campaigns and tests ship without engineers.
paywalls and pricing
moba trainer, ubisoft r6
paywall architecture, tiers, and raising a price without churning the people who paid first.
ai product surfaces
due diligence, fintech
the agent flow, and states that stay honest about what the system actually knows.
your url → 3 things costing you money
written by me, not generated. no calls, ever.