Joseph Hollinshead

On a recent marketing project, I found that the main web funnel was not converting paid traffic. It gathered personalized user information and led to a sales page with few conversions. A full analysis revealed friction points, messaging confusion, and slow page speeds. 50% of users were bouncing from the landing page, and higher-than-expected bounce rates were further down the funnel.

I hypothesized that the bounces were due to inconsistent landing page messaging and a friction point in the middle of the funnel. To address this, I created a testing plan to reduce steps, consolidate forms, remove email confirmation, and optimize page speed.
Testing results showed that the changes greatly improved funnel flow, increased leads, and resulted in a 3% sales conversion.

Despite efforts to optimize the page loading, the analytics showed persistent issues. I then had the development team recreate the funnel on a low-code platform. This move received a 97% performance rating compared to the original 25%-50%.

The move to a faster platform doubled the sales conversion rate to 7%, acquiring over 150,000 email contacts in three months.

I created a custom referral marketing program and sales funnel for a startup electricity management company that leveraged email marketing and social media retargeting and a sales funnel to generate leads and boost customer membership purchases.

The company faced challenges in acquiring paying customers and convincing them to pay a subscription fee for what was seen as a traditionally free service. Word-of-mouth advertising and referrals were effective, but the inbound call-based sales approach led to disappointing conversion results.

Collaborating with the CEO, CTO, and a team of developers, I designed a referral program and a “self-service” sales funnel that integrated real-time electricity usage and a personal savings calculator. Due to the company's complex back-end systems, a custom-coded solution was needed to create a self-serve customer experience.

This new referral system and “self-service” funnel significantly increased customer referrals, reduced inbound calls, answered common questions, increased sales conversions, reduced customer churn, and increased customer membership length from six to 24+ months and LTV from $120 to $360+.

While working in a recent role as a digital marketing specialist for an eCommerce company, one of my tasks was optimizing the performance of the email marketing channels.

When reviewing the performance of the daily email campaigns, I noticed that the open rates and click-through rates had stagnated with open rates < 8% and CTRs around 1% - which resulted in a decreased sending server performance and revenue generated from this channel.

Working with the email development team, I created a detailed plan to review the end-to-end delivery system, test new template designs and content, and relaunch the new campaigns.

This project resulted in increased email open rates of 20+% (some select emails exceeded 40%) and an increase in email CTR to 4%, which resulted in a 34% increase in income.