wHAT I DID

I carried out a review of the ecommerce customer journey, covering the website, checkout experience, product pages and email marketing flows.

This included restructuring promotional messaging around the welcome offer, redesigning product recommendation logic to focus on complementary products rather than similar products, optimising the slide cart experience to encourage higher basket values, and refreshing key CRM journeys to better reflect the brand's positioning and customer needs.

Alongside this, I reviewed onsite merchandising opportunities, collection structures and customer touchpoints to ensure a more cohesive experience from first visit through to purchase.

After five months working together, I continue to support Fauna on a flexible hourly retainer, providing ongoing ecommerce, CRO and customer journey optimisation support as the business grows.

The project established a stronger foundation for conversion and retention by creating a more consistent customer journey across multiple channels. Key opportunities to increase average order value, improve offer visibility and strengthen customer engagement were identified and implemented, providing the business with a clearer framework for future growth.

“Freddie has been working with us at Fauna for the past five months on website optimisation, and she's been genuinely excellent.

She's improved the customer journey end-to-end - quietly fixing the small things that matter and flagging the bigger opportunities we hadn't spotted ourselves. Every week she sends a clear plan of what she's working on and what she thinks we should tackle next. No chasing required.

She also reviewed our welcome flows entirely unprompted - just because she could see they needed it. That tells you a lot.

She's effectively a one-woman digital agency - she also offers paid media consultancy, though we haven't worked with her on that yet. I'd give her a warm recommendation to anyone looking for someone smart, self-sufficient and commercially switched-on.”