An eCommerce Site That Doesn’t Convert is Just an Online Product Catalog
Many businesses think launching an online store is the hard part. It isn’t. Getting that store to generate consistent revenue — through the right platform, the right product data, and a site that search engines and buyers both trust — that’s where the work actually is.
What I Offer
Platform Setup and Strategy
The right platform depends on your catalog size, your ERP, your team, and how your business actually operates. I’ve built and migrated stores across WooCommerce, Shopify, BigCommerce, Magento, and B2B-specific platforms like Unilog and DDI eCommerce Pro. Getting setup right from the start saves months of rework later.
Product Data and Catalog Management
A product page with the wrong title, missing specs, or manufacturer copy that every competitor also uses will not rank and will not sell. I’ve managed catalogs with 8,000-plus SKUs and worked with PIM systems like Akeneo to get product data clean, structured, and ready to scale.
Conversion Rate Optimization
Getting traffic is half the job. CRO is what turns that traffic into revenue — through better page structure, clearer calls to action, and removing the friction that makes buyers leave. I use HotJar, CrazyEgg, and Microsoft Clarity to understand where visitors drop and why, then fix it.
ERP and Systems Integration
Most ecommerce problems aren’t front-end problems. They’re data problems that live in the ERP. I’ve worked as a Super User through a full ERP migration and have hands-on experience with Epicor, Microsoft Dynamics, DDI Inform, SAP, and QuickBooks. That background means I can talk to your IT team and get the right data flowing to your store.
Global ecommerce sales exceeded $6 trillion in 2024. B2B ecommerce is growing even faster — more than 80% of B2B buyers now begin their purchasing process online before ever contacting a vendor. The businesses that capture that traffic aren’t the ones with the best products. They’re the ones with sites that are built, structured, and optimized to win it.
The average ecommerce site converts at 1 to 3%. That gap between visitors and buyers isn’t a traffic problem. It’s a site issue.
What I Work With
Whether it’s WooCommerce, Shopify, Magento, BigCommerce or another platform, the fundamentals of a well-run eCommerce site stay consistent. Here’s where my hands-on experience lives:
- Platform Setup & Optimization — WooCommerce and Shopify configuration, plugin selection, and performance tuning
- Conversion Rate Optimization (CRO) — turning visitors into buyers through better UX, page structure, and calls to action
- SEO for eCommerce — product page optimization, site structure, and driving organic traffic that converts
- CRM & Email Automation — tools like Fluent CRM and Autonami to segment customers and automate follow-ups
- Sales Funnels — building checkout flows and upsell sequences that increase average order value
- Payment Processing & Tax Setup — getting the behind-the-scenes details right so transactions run smoothly
- Web Content & Product Descriptions — writing copy that ranks and sells
What I Offer
eCommerce touches every layer of a business. Here’s where my hands-on experience lives:
- Platform Setup and Migration: WooCommerce, Shopify, BigCommerce, and Magento. I have also delved into Unilog, DDI eCommerce Pro, Nexternal
- Product Data and Catalog Management: SKU structuring, product descriptions, PIM systems (Akeneo), bulk data cleanup and import
- ERP Integration: Epicor, Microsoft Dynamics, DDI Inform, SAP, QuickBooks, Xsitra
- eCommerce SEO: Product page optimization, category structure, technical SEO, and organic traffic that converts. (See the eCommerce SEO page for more detail.)
- Google Merchant Center and Shopping Ads: Product feed setup, optimization, and ongoing management
- Conversion Rate Optimization: Page structure, UX review, heatmap analysis, and checkout flow improvement
- Google Ads (Search and Shopping): Campaign setup, management, and optimization — including on a tight budget
- Email and CRM Automation: Mailchimp, Moosend, Constant Contact, Fluent CRM
- Web Content and Product Descriptions: Copy that ranks and sells, not just manufacturer boilerplate
Let’s Connect
I’m open to new opportunities and always up for a good conversation.
Whether you’re looking to bring on a marketing professional, need help with a project, or just want to swap adventure stories over coffee, reach out.
Related Posts & Notes to eCommerce and Websites
The posts below are a mix of real-world notes, how-tos, and guides from projects I’ve worked on to general knowledge. Some are quick tips and others are in-depth walkthroughs.
Marketing Channels
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Your Website Showed Up in Google or ChatGPT Then Lost the Sale
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Why One eCommerce Company Outranks Its Competitor by 20x: SEO, AI Search, and Content Strategy That Made the Difference
Two companies sell the same products, to the same customers, in the same geography. One gets roughly 2,700 organic visitors at its peak. The other gets 58,800 consistently. I pulled their website data side by side. The gap isn’t random. Branded vs. Non-branded…
AIO and GEO. It’s Still Just SEO.
Everyone’s Talking About AIO and GEO. It’s Still Just SEO. There’s always something new in marketing. A new platform, a new acronym, a new reason to panic and wonder if everything you’ve been doing is suddenly wrong. Right now, that thing is…
Your Shopify Theme Looks Fine. That Doesn’t Mean It Is.
A recruiter reached out about an eCommerce manager role. I did what I also do and did some research on the company’s website. It loaded fine. Clean layout. Products visible. Nothing obviously broken. Then I ran it through a Shopify theme detector. The theme…
Should Your SKU be in the Product Title? It Depends on Who’s Buying
Recently I was in an online discussion about product titles in eCommerce. Someone made the claim that putting a SKU in the product title messes up your schema and just looks ugly. I disagree: at least not across the board. The schema argument is a partial truth at…
Conversion Rate Optimization (CRO) Explained – What Leadership Needs to Know
What Is Conversion Rate Optimization? Most businesses focus on getting more traffic. CRO focuses on what happens after they arrive: increasing the percentage of visitors who take a desired action on your site, like making a purchase, signing up for a newsletter, or…
Unlocking Revenue Potential: The Business Impact of SEO in Ecommerce
Most eCommerce businesses have products people are actively searching for. The problem is showing up when it counts. That’s the short version of what SEO does. It’s not a buzzword or a checkbox: it’s how customers find you before they ever land on your site. And for…
Filtering in Google Sheets and Office Excel
A friend reached out asking how to help her son with a homework assignment involving spreadsheets. The easiest answer was to just show her. That’s how this video came together. Filtering is one of those things that looks simple on the surface, and it is: but it’s also…