Marketing Platforms & Digital Services

The Challenge

Marketing teams needed faster feature delivery and campaign execution capabilities. Website conversion performance needed improvement to align with e-commerce benchmarks.

My Approach

1. 01

   Funnel analysis

   Baselined conversion metrics across Canon AU and NZ digital properties to identify where customers were dropping off and why.

2. 02

   Behaviour research

   Used heatmaps, session recordings, and funnel drop-off analysis to surface UX gaps that quantitative metrics alone couldn't explain.

3. 03

   Prioritisation

   Scored improvement opportunities by conversion impact and implementation cost to focus engineering and design effort where it mattered most.

4. 04

   Experimentation

   Ran A/B tests and multivariate experiments across key landing pages and product pages, iterating on copy, layout, and CTA design.

5. 05

   No-code delivery

   Built reusable marketing components and campaign templates to give marketing teams the speed and autonomy to execute without engineering bottlenecks.

The Outcome

Improved website conversion performance through continuous experimentation. Accelerated marketing campaign execution with scalable no-code solutions.

Key Learnings

• No-code tooling shifts PM accountability — speed of delivery becomes a core success metric alongside quality.

• Conversion improvement is incremental; consistent experimentation compounds over time.

• Marketing teams prioritise speed — good product processes give them speed with the guardrails they often lack.