TRIAL-TO-PAID
+34%
CRO refinements across key membership paths.
CASE_STUDY: 009PAWP
CRO, CAC & Programmatic SEO
I improved PAWP's user journey and conversion rates, reduced CAC, and built a programmatic vet review system that drove organic growth through technical SEO.
CAC REDUCTION
-28%
Paid acquisition efficiency
The Challenge
Growth Without Bleeding CAC
PAWP, a digital pet health platform, needed to improve the user journey from first visit to membership while reducing customer acquisition cost. Paid channels were working, but conversion leaks and rising CAC threatened scalability.
HIGH CACJOURNEY FRICTIONORGANIC VISIBILITY GAPS
The Strategy
CRO, SEO & Programmatic Growth
01. User Journey & CRO
I mapped and optimized key conversion paths — landing pages, signup flows, and membership offers — to reduce drop-off and improve paid channel efficiency.
02. CAC Reduction
I refined audience targeting, creative testing, and funnel diagnostics to bring acquisition costs in line with lifetime value.
Vet Review SEO System
I built a programmatic vet review system to generate high-intent organic pages at scale — combining technical SEO implementation with content that answered real pet-owner search queries.
CROTECHNICAL SEOPROGRAMMATIC CONTENT
CAC
-28%
More efficient paid spend through funnel and targeting optimization.
ORGANIC SESSIONS
+156%
Programmatic vet review pages driving high-intent search traffic.
The vet review system alone changed our organic trajectory. Pair that with CRO on the paid side and we finally had growth that didn't eat our margins.
Leadership, PAWP
Scaling a consumer app?
I improve user journeys, cut CAC, and build organic channels that compound.