Conversion Rate Optimization Specialist for Double Standard NYC, a direct-to-consumer fashion and footwear brand.

Working as an ongoing CRO consultant for Double Standard, focused on improving how the site captures and converts customer demand — from backend marketing systems to on-site browsing experience.

Demand capture & marketing systems Rebuilt the site's back-in-stock notification system to properly capture customer signup data (product, size, and contact information) and integrate it with the brand's marketing platform, Klaviyo — replacing a fragmented, partially manual process with an automated one. Built out supporting visibility and reporting so internal stakeholders and other teams can act on that demand data directly.

Checkout & cart optimization Streamlined the mobile cart experience — simplifying payment options shown at checkout, improving layout so upsell opportunities remain visible on smaller screens, and refining visual hierarchy so the path to checkout feels lighter and more direct.

Product discovery & catalog integrity Audited and repaired the site's color/variant display system across multiple product lines, ensuring customers can actually see and select every available option rather than encountering incomplete or broken product pages — directly addressing a source of lost conversions hiding in the catalog. Also resolved mobile-specific browsing limitations, including a product image gallery that was silently capping customers from viewing a full product's photos.

Messaging accuracy & trust Refined on-site inventory and urgency messaging to ensure scarcity indicators reflect genuine stock levels, protecting customer trust while preserving the conversion benefit of well-calibrated urgency cues.

Collaborative, hands-on work directly within the brand's existing tech stack (Shopify, Klaviyo), balancing quick fixes with longer-term structural improvements — prioritizing what moves the needle on customer experience and data visibility for the wider team.