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Schedule Interview NowMy name is Cavell E. and I have over 10 years of experience in the tech industry. I specialize in the following technologies: WooCommerce, WordPress, Shopify, Web Design, Data Analysis, etc.. I hold a degree in , , . Some of the notable projects I’ve worked on include: Ecommerce CRO, CXL Certified Optimizer, Aero NZ Website Redesign, Mentory Website Design, CP Teaching Website, etc.. I am based in Hastings, New Zealand. I've successfully completed 15 projects while developing at Softaims.
I thrive on project diversity, possessing the adaptability to seamlessly transition between different technical stacks, industries, and team structures. This wide-ranging experience allows me to bring unique perspectives and proven solutions from one domain to another, significantly enhancing the problem-solving process.
I quickly become proficient in new technologies as required, focusing on delivering immediate, high-quality value. At Softaims, I leverage this adaptability to ensure project continuity and success, regardless of the evolving technical landscape.
My work philosophy centers on being a resilient and resourceful team member. I prioritize finding pragmatic, scalable solutions that not only meet the current needs but also provide a flexible foundation for future development and changes.
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How Top Subscription deals increased sales by 3.3x after having their ad account shut down. Top Subscription Deals is a company that sells subscription deals for many major publications including the Wall St. Journal, The Economist and Barron’s. The owner had been doing quite well with sales. Google ads were bringing in the majority of the website’s traffic and the ROI on the ads was good. However due to a breach of Google’s advertising guidelines Top Subscription Deals had their adwords account closed down with little warning from Google. Eager to make up for the lost revenue Top Subscription Deals employed EG Web Design to make changes to their website and suggest marketing ideas to increase conversions. After evaluating their old website I suggested a course of action. Due to not being able to advertise using Google Adwords anymore other ways had to be found to improve sales. Stage 1 - review of the site. The website already had a few things in place to work with to increase sales. They had many great reviews about their service. Search Engine Optimisation (SEO) was good in brought in a decent amount of traffic. Some on-site persuasion techniques were being used. Apple and Amazon ‘Buy now’ buttons were installed to allow a fast and easy checkout. However the design of the site was outdated. The mobile version in particular wasn’t great. The site lacked many trust indicators the reduce friction in the purchasing process. The checkout process was a standard WooCommerce form and could have been more user friendly. Stage 2 - Identify conversion killers. A big part of the site’s appeal was the same subscription at a much lower price. ‘How much you’ve saved’ amounts were used with prices rather than just the discounted price. Making it easy for people to see just how much they are saving. Better micro copy was written throughout the site reiterating the benefits of buying through Top Subscription Deals rather than the publisher. eg. Faster processing time, resolving of problems. Another issue was trust. How could people know it was a legitimate site if the prices were so low. The site had many 5 star reviews so the new design made more prominent uses of reviews throughout the site and other trust indicators on checkout. If a customer has a problem with their subscription Top Subscription Deals will act on behalf of the customer to sort out the problem. So this was made clear with a guarantee on the checkout page below the ‘Place Order’ button. The checkout was optimised. Unused checkout fields removed and an auto address look up system added. This all makes the billing and shipping forms faster and easier to fill out. The checkout layout was changed to a two column layout with the Your Order and payment input on the right hand side above the fold so users don’t have to scroll down to see the order details and enter their payment details. Unnecessary distractions where removed from the checkout form page. Step 3 - Email and remarketing. Klaviyo was set up as an email service. Klaviyo allows on boarding emails to be send post purchase to let the customer know what the next steps will be after they buy. An abandoned cart system was also set up. People who leave their cart without completing the purchase get a reminder email sequence sent to them. Discount coupons are sent to people to encourage them back to buy. The result? In June, the month after the Google Adwords account was cancelled the site had 2,981 visitors and a conversion rate of just 1.58% As of writing this in October 2019 the site had 3,317 vistors and a conversion rate 5.33% of October. Roughly a 3.3x increase in conversions.
Conversion Optimization Minidegree is the only advanced level CRO training program in the world. Internet is full of superficial level content on this. More and more junk information is popping up on blogs and places. The best way to learn is from practitioners who’ve been doing this for years and years. We’ve got the best names in the industry to teach you this stuff.
Aero NZ Ltd is the official authorised importer, stockist and distributor of Centurion gate automation systems to New Zealand and the Pacific region. Aero’s old site was difficult to manage, out of date content and design-wise and it wasn’t mobile friendly. Aero wanted a new site that would connect better with the different type of audience they cater for. Gate installers, people looking for gate and access control systems and end users after service and parts. The site also needed to showcase the wide range of products they supply. The new website has a ‘Why Us?’ page that explains what Aero NZ does and why it is better to buy from the official importer. The page also lets each audience find the information they need. Whether they are an end user researching automatic gates for their home or a tradesman interested in becoming an installer. Photos of installed gate systems are also displayed so people can get a feel for the different applications of gates and access control systems. As always with EG Web Design websites, the site is completely mobile and tablet friendly. The new website uses WooCommerce to display the product range. WooCommerce is being used in catalog mode with no pricing or cart displayed. Prices can be shown to logged in users. And if Aero NZ decide in future to start selling online the site will be easy to convert to a full e-commerce website. On the individual product pages the product’s associated user manuals, spec sheets and videos demonstrating the product are shown. Each product also has an enquiry form so visitors can enquire about a specific product. The product form email is pre-filled with the products name so Aero can easily know what product the visitor is asking about.
Carolina from Mentory approached EG Web Design to add e-commerce to her blog website. Carolina already had a successful blog site with many articles about the 6 sigma style of management. She wanted to turn her knowledge of business management into a consulting business. After talking to Carolina EG Web Design came to the conclusion that a appointment booking type of e-commerce website would be best. The site had to be redesigned without a drop in search rankings. Another challenge was the site was in Spanish. The existing blog articles were redesigned to sit in a more eye-catching layout with large images for each article. They are in categories to allow visitors to find the subjects that interest them. Both the home page and blog area have an email newsletter sign up form. This allows people to stay informed and well as acting as a marketing channel for Mentory. People who are on the email ist can be marketed to with the ultimate goal of getting them to purchase and consulting session. The website allows Mentory to create courses and display them on the site, along with sample documents and information of what is in the course. People can book and pay for a mentoring session online. The booking times can be changed in the admin area of the site by Carolina depending on her avaiablity. Because most visitors to the site come from Latin America it was important to show the date and time correctly for the time zone that the site visitor is located in. The website does this automatically through geo-location.
CPTeaching is Melbourne based company that provides training to therapists who work with children with Cerebral Palsy. Since commencing in 2012, CPteaching has provided education to over 900 therapists and medical specialists. Courses have received an average rating of 9.3/10 and have been conducted across Australia, the United Kingdom, Ireland, Belgium, Germany, Turkey and New Zealand. The old website had been cobbled together by different developers over the years and was becoming unreliable and difficult to use. EG Web Design re-designed the site using WooCommerce to make it more reliable and easier for the team at CPTeaching to use. The website allows CPTeaching to post upcoming training courses online. People can then book tickets through the website. The course page offers full information about each course including the date, times and location. To register people fill in a form the collects the relevant information for each ticket. They can also view the course agenda. Because the training courses are help in many locations across the world it was vital that the website be able to handle multiple currencies. After registering the ticket is added to the shopping cart. When payment is made the price is shown in the local currency with any applicable taxes added. Each of the instructors has their own profile on the website which links back to their ResearchGate profile. When a ticket is purchased the users is notified by email. A user account is also set up and they can then login into the website to download course materials and view all their course ticket purchases. And as with all websites designed by EG Web Design the site is fully mobile and tablet friendly.
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