Travis Rein

I led the optimization of the checkout flow, prioritizing growth for all online customers. Initially, we conducted an A/B test to quickly identify ways to improve customer acquisition.

Subsequently, we embarked on a larger-scale project to refactor the back-end system, enabling faster implementation of changes and focusing on an updated MVP product.

For quantitative analysis, we utilized internal sales data in Snowflake, complemented by Tableau, Google Analytics, and Data Studio for web traffic analysis to pinpoint growth areas. Additionally, Qualtrics and Content Square were leveraged to identify qualitative focus areas.

Following the MVP release, we resumed rapid A/B testing in the checkout flow to sustain a growth rate that exceeded churn.

I developed and managed the online growth strategy, emphasizing customer website conversions and franchise expansion.

Our original website and back-end system offered basic online scheduling capabilities. We completely redesigned the website, prioritizing swift customer navigation through the scheduling funnel.

This overhaul included conducting various experiments to determine the optimal page order, pricing UX, appointment scheduling process, service cataloging, and minimizing website dwell time to enhance conversion rates, average order value (AOV), and revenue.

As a result, the conversion rate increased from 3.5% to 7%.

In parallel, we launched targeted multi-channel user acquisition campaigns, incorporating SEO, PPC, and social media marketing, which resulted in a remarkable 170% increase in new user sign-ups.

We also implemented a dynamic pricing model that adjusted to location and customer demand, leading to a 21% increase in sales.

Additionally, our efforts in personalization and SEO in the pre-purchase experience significantly reduced customer acquisition costs from $320 to $125.

This product was developed for a franchise system, allowing customers to schedule service online 24/7.

Customers would schedule appointments in two-hour blocks for weeks in advance. The system would keep track of the number of openings each day across several crews per location. Once scheduled, the system would then allow the crews to create invoices, receive payment, and make requests to the customers to fill out a review form.

One of the requirements was for the system to have the ability to rent assets and track them three days to months at a time.

In this project, I focused on mapping key behavioral levers—nudge theory and spaced repetition—to the FlipGive user journey to drive activation and habit formation. The goal was to move users from their 1st to their 3rd sessions, achieving an “aha moment” with their first purchase and guiding them to their second and third purchases for habit formation.

Using nudge theory, I designed interventions that guided users toward desired actions. For example, streak incentives and boosted cashback offers were introduced to motivate repeat purchases and create momentum. Educational content and targeted incentives were front-loaded in the journey to help users reach their first purchase. Meanwhile, boosted cashback rewards were emphasized to drive the second and third purchases.

To ensure these interventions were effective, I leveraged spaced repetition to strategically time communications, reinforcing key behaviors without overwhelming users. By aligning these behavioral strategies with the activation funnel, I created a structured system that improved first-purchase conversion rates and fostered long-term user engagement and retention.