I define user behavior as measurable performance and design post-acquisition flows that can be tracked. My strength is connecting data review with messaging, CTA improvements, and conversion flow optimization.

BHSN Website Measurement and Conversion Optimization

2025.02 - 2025.05

BHSN website before and after comparison
BHSN sign-up CTA improvement
BHSN CTA block improvement
BHSN website conversion flow in Figma

Context

  • The website needed a broader update to match the refreshed product lineup.
  • The flow toward lead capture and sign-up was weak, requiring a redesign of the conversion structure.

Role

  • Designed the page layouts and overall structure for the website improvement.
  • Also set up data measurement through GA4 and GTM.

Strategy

  • Adjusted CTA placement and reorganized product information into a user-friendly flow.
  • Structured value propositions, trust elements, and CTA messages to make complex B2B SaaS value easier to understand.
  • Defined events and built a measurement structure that could be tracked continuously.

Execution

  • Improved product detail pages, reviewed the sign-up flow, refined CTA copy, and structured conversion events.
  • Changed the CTA from "Start" to "Sign up easily and try it free for two weeks."
  • Added trust elements including customer logos, security certifications, and testimonials.
  • Monitored and improved acquisition and site conversion rates through GA4 and Looker Studio dashboards.

Results

  • Monthly sign-ups increased from 36 to 70.
  • Approximately 94% increase in sign-ups.
  • Pricing page engagement time increased from 47 seconds to 1 minute 6 seconds.
  • Approximately 40% increase in engagement time.

COMEUP Event Website Tracking Structure

2023.04 - 2023.08

Context

  • Campaign performance could not be evaluated only by traffic volume. The team needed event tracking that could show registration and participation conversion.

Role

  • Organized GTM and GA4 event structure and created a basis for interpreting campaign performance alongside landing page behavior data.

Strategy

  • Defined the key data to track around acquisition channels, major actions, and registration flow.
  • Designed a structure that combined campaign performance with landing page behavior.

Execution

  • Connected GTM and GA4 to make major event website actions trackable, then monitored them alongside agency-run campaigns.
  • Reviewed Google Ads campaign performance and conversion flow to adjust operation direction.

Results

  • Built tracking infrastructure that made the conversion flow interpretable, not just reportable.
  • Gained hands-on experience designing campaign operations and measurement structure together.
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