Driving Growth Through website and conversion Optimisation
The Challenge: Plum Diamonds is a Chicago-based lab diamond engagement ring company. With a large catalogue of bespoke products and a high average order value, customers were often faced with too much choice and need additional reassurance along the purchase journey.
Important pathways such as Build Your Own, custom design services and collection browsing were not fully optimised to support decision-making and conversion.
wHAT I DID
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I conducted a detailed review of customer journeys, on-site behaviour, collection performance, merchandising strategy and conversion funnels across Shopify, Google Analytics and other reporting platforms. This included auditing navigation, collection structures, product presentation, reporting frameworks and high-intent pages such as the Build Your Own Ring experience.
Recommendations focused on simplifying customer journeys, improving product discoverability, strengthening trust signals, and aligning site structure with how customers actually shop.
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Delivered a roadmap of conversion recommendation and improvements across the website, including collection optimisation, navigation improvements, Build Your Own journey recommendations, reporting frameworks and customer journey improvements. These insights provided a clear prioritisation plan to improve product discovery, reduce friction and support future growth across both acquisition and conversion channels.
Nine months on and I am still working with Plum Diamonds to deliver against the original conversion plan and support on technical Shopify SKU management.
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“Freddie and I have been working together for about 9 months, and she's been a fantastic partner. She brings deep ecommerce expertise and is able to quickly turn ideas into action. One thing I've especially appreciated is how quickly she learned our unique and complex product management systems, something that isn't easy to do. She's proactive, detail-oriented, and consistently follows through. Whether it's managing product data, supporting site updates, or helping improve the customer experience, she approaches every project thoughtfully and with a strong sense of ownership. Freddie has become a valuable extension of our team, and I'd happily recommend her to any ecommerce brand looking for someone who can both think strategically and execute effectively.”
“Freddie has become a valuable extension of our team, and I'd happily recommend her to any ecommerce brand looking for someone who can both think strategically and execute effectively.”
- Kristy, Co-Founder
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