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 back-in-stock notification system to capture full signup data (product, size, contact information) and pass it into Klaviyo, replacing a fragmented, partly manual process. Built supporting visibility and reporting so internal stakeholders can act on demand data directly. Configured and launched scheduled pre-order releases on selected products, with post-launch monitoring to verify clean order capture.

Checkout & cart optimization Streamlined the mobile cart — simplified the payment options shown at checkout, reworked layout so upsell modules stay visible on smaller screens, and refined visual hierarchy to make the path to checkout more direct.

Product discovery & catalog integrity Audited and repaired the colour/variant display system across multiple product lines so every available option is visible and selectable. Resolved mobile browsing limitations, including a product image gallery silently capping the number of photos customers could view.

Presentation & responsive consistency Corrected the scale relationship between product title and price so the pairing holds proportionally across all breakpoints instead of breaking down on smaller screens.

Messaging accuracy & trust Refined on-site inventory and urgency messaging so scarcity indicators reflect genuine stock levels.

Demand capture & marketing systems Demand that previously dead-ended on an out-of-stock page now converts into either a captured lead or a sale. The first scheduled pre-order release moved roughly a quarter of its allocated inventory within the first few days — revenue on stock that had not yet arrived. Back-in-stock signups now flow into Klaviyo automatically with the product and size attached, so restock announcements can be targeted rather than blasted.

Checkout & cart optimization A cleaner mobile cart with fewer competing elements between the customer and the checkout button, and upsell modules that remain visible on the screen size where most of the brand's traffic sits.

Product discovery & catalog integrity Products that were effectively unbuyable in certain colourways are now fully browsable and selectable — closing a source of lost conversions that was invisible in the analytics because customers simply left.

Presentation & responsive consistency Consistent typographic hierarchy across devices, so product pages read as considered at every screen size rather than subtly off on mobile.

Messaging accuracy & trust Urgency cues customers can rely on, preserving the conversion benefit of scarcity messaging without eroding trust through inaccuracy.

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.