Fractional Head of CRO & Experimentation / I help you make better website decisions and stop throwing 💩 at the wall
30 minutes is never enough. She is a wealth of information on how the funnel is interacting with the website and what and how to make changes in order to increase the purchases and AOV. Look forward to more sessions with her to continue understanding and increasing revenue in my shop.
Tracy is super knowledgeable about her field. She came prepared to the call by taking some time to analyze my business and share some great suggestions. She was easy to talk to and the conversation flowed, the 30 minutes was over before I knew it! I recommend booking a session with her to get clarity on where your business needs to go with ads. Can't recommend her enough.
Really enjoyed speaking with Tracy - she's super sharp and has so much knowledge! She gave me lots of actionable steps which I could implement straight away. Excited for our next meeting together :)
Hello, I'm Tracy! 👋 I'm a Fractional Head of CRO and Experimentation who builds high-performing CRO programs for direct-to-consumer brands and agencies based on rigorous user research and problem-solving instead of throwing sh*t at the wall. You may recognize me as Experiment Nation's #1 Must-Meet CRO in 2023, one of Kameleoon's top experimentation influencers from 2022-2023, or as the former co-host of From A to B experimentation podcast. I'm an advocate of neuroinclusion in the workplace and openly share my experiences as a woman with ADHD.
3+ years of experience growing direct-to-consumer brands through problem-focused and research-backed CRO in in-house, agency, and freelance environments
My approach to conversion optimization always starts with user research. I use a blend of qualitative and quantitative methods like heatmaps, web analytics, and voice of customer to develop programs that tackle real customer problems.
I used Airtable to build the entire framework and processes for a podcast from scratch. My experience extends to automating repetitive, manual tasks in Airtable without custom code.
I've used ClickUp to manage several CRO programs for agency clients. As of December 2023, I am a Verified ClickUp Power User (in the top 10% of active ClickUp users).
I've used Typeform over the past several years to run customer surveys. Survey responses get coded into "themes" that highlight areas for opportunity in any optimization program.
I have hands-on experience using Amplitude to visualize problem areas in website and app funnels. I start every analysis with a big question (e.g. "where do visitors drop off?") to make sure optimizations are focused and impactful.
I've used Asana to manage many projects, including ongoing CRO program operations. It is by-far my favourite project management tool and I am comfortable managing any project within it.
I have a knack for finding big revenue-generating and growth opportunities using Google Analytics. I have hands-on experience with GA4 and have been GA4-certified since December 2023.
I've analyzed dozens of A/B tests and general website performance using Heap. I'm well-versed in report and dashboard generation, along with creating events to track site engagement.
I've developed hundreds of A/B test hypotheses using insights from Hotjar heatmaps, web polls, and screen recordings. I have a knack for finding growth opportunities using these features.
I've used JIRA to manage thousands of tickets simultaneously, first in a QA capacity for an eReading company, and later to manage requirements for CRO programs with clients.
I've used Looker to turn mounds of web analytics data into easily digestible dashboards so entire organizations can visualize progress toward major growth goals.
I've used Notion to manage everything from training documentation to managing entire CRO programs. It's the one tool my consulting business can't function without.
I've used Supermetrics to quickly import mounds of quantitative data into Google Sheets, speeding up test analysis and providing ongoing dashboards for tracking key growth metrics.
I've used Trello from building CRO programs for clients to using it as a personal task list. My experience with Trello extends to Power-Ups and building automations without custom code.
I've run dozens of A/B tests and personalizations through VWO as part of high-velocity CRO programs. I'm also well-versed in other features like heatmaps to discover how visitors engage with a website.
I've used Zapier for several years to automate the most tedious parts of work life. It's been instrumental in creating A/B tests that span several tools. I've also used it to operate a referral program for a startup.
I build high-performing CRO programs for direct-to-consumer brands and agencies based on rigorous user research and problem-solving instead of throwing sh*t at the wall.
Interviewed dozens of experts in CRO and experimentation for Experiment Nation: The Podcast.
No-bullsh*t conversations about the things that keep experimenters and digital marketers up at night.
Directed the Research & Data team to optimize continuous research processes and deliverables for SplitBase clients. Generated six-figure monthly incremental revenue lifts for high-growth direct-to-consumer clients by developing and executing research-backed optimization strategies as a CRO strategist.
Built the research program, landing page optimization strategy, and A/B testing roadmap from scratch. Estimated to have contributed an additional $586,000/year in revenue from 6 months of testing.
Led the conversion and experimentation strategy across the entire customer journey for Canada's fastest-growing estate planning startup. I did this through continuous quantitative and qualitative research focused on solving real customer problems. Scaled customer acquisition growth across several channels, including the referral program, paid search and social, lifecycle/email, and new channel exploration like podcast and native advertising.
Planned, executed, and analyzed dozens of email campaigns in Salesforce Marketing Cloud. Work ranged from automated drip campaigns and ad hoc promotions.
Facilitated the QA testing and launch of dozens of weekly email promotions and landing pages in collaboration with a team of copywriters, designers, and developers.
Managed the organization's social media marketing and video content creation.