Omie is a B2B ERP serving 100,000+ businesses. They were growing fast and needed someone to look at the entire funnel and make every stage work harder. That was my job for two years.

I owned five funnel areas. Each one had its own problems, its own metrics, its own experiments. Here's the breakdown:

Two years of experiments, iterations, and relentless testing. Here's what we achieved:

Acquisition. I ran A/B tests on headlines, CTAs, and page layouts across every landing page. We optimized load speed, fixed mobile responsiveness issues, and built personalized content strategies that tailored messaging by visitor segment. Each test had a hypothesis. Each hypothesis had data behind it.

Activation. We streamlined onboarding through UXR insights. Simplified trial sign-ups. Redesigned the Welcome Page with clear progress indicators and contextual tips. The goal was simple: get people to their first "aha" moment faster.

Retention. We analyzed every drop-off point in the user flow. Implemented intuitive navigation, task-focused design changes, and targeted in-app notifications. Small tweaks, big impact.

Referral. We built a new channel inside the supplier portal. Suppliers could invite their own clients to Omie. Word of mouth, but engineered.

Revenue. We completely redesigned the checkout. Fewer steps, trust signals where they mattered, more payment options, transparent pricing. We ran A/B tests on everything until cart abandonment dropped.

The 95% conversion lift didn't come from one big swing. It came from dozens of experiments. Here's one that changed how we thought about channel strategy entirely.

I mapped the entire service blueprint to align internal processes with user needs. Every touchpoint, every backstage action, every support system. Here's the structure:

The purchase flow was the backbone of the revenue funnel. We mapped and optimized every step:

Some highlights from the design work. Checkout flows, landing page variations, component explorations.