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Designed and optimized the Crucible Co eCommerce website, a faith-based fitness and streetwear brand. Improved product presentation, layout, and navigation to create a clean, modern, and conversion-focused shopping experience. Organized collections, enhanced visuals, and optimized the site for mobile responsiveness, resulting in a professional website aligned with the brand’s mission and audience.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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Half the stores asking me to fix their conversion rate don't actually have a CRO problem. They have a "why would anyone buy this instead of the ten identical stores selling the same thing" problem.
And unfortunately, no amount of button testing fixes that.
You can move the CTA, add urgency, swap the hero image, run 57 A/B tests, and barely move the needle, because none of it touches the actual reason people aren't buying.
They landed on the page, felt like they'd seen it a hundred times before, and left to go compare prices somewhere else.
This is the part nobody wants to hear when they hire someone for CRO.
Sometimes the page is fine, the problem is there's no real reason to choose you over the next store selling the exact same product with the exact same stock photos and the exact same "premium quality" copy.
Think about the wooden watch niche, or phone cases, or minimalist jewelry.
A thousand stores that are visually interchangeable and when everything looks the same, price becomes the only thing left to compete on, and that's a race nobody wins.
CRO can squeeze more out of a store that already has a reason to exist. It can't manufacture that reason.
If a customer can't tell you apart from the competition in the first few seconds, the button color was never the issue.
Before you optimize the page, get honest about whether the brand actually gives anyone a reason to pick it.
Get that right and the CRO stuff finally has something to work with.
"CRO can squeeze more out of a store that already has a reason to exist. It can't manufacture that reason" should be printed and handed to every client who books a CRO audit before they've done a brand one. Do you ever just tell people no outright, or is it more about steering...
