TURNING REGIONAL
PROMO TRAFFIC
INTO REVENUE.
Regional promo pages were generating traffic but losing it at the door. I redesigned the funnel in two phases — quick CTA wins first, full programmatic rebuild second — and measured a +27% conversion lift across the period.
Client
Big O Tires
Duration
3 Weeks
Platform
Ecommerce
Region
North America
Business Levers
Analytics · A/B Testing · SEO Architecture
Conversion Lift
+27%
May–Nov 2025 vs prior period
Revenue Impact
$3–5M
Forecasted annual lift
Traffic Quality
SEO
Improved discoverability
Phase Maturity
2 Phases
MVP → Full Rebuild
The Opportunity
Strong Traffic, Weak Architecture.
The Friction
Regional promo pages were driving high traffic but failing at the door. CTAs were visually buried, and there was no clear scannable path for users arriving with immediate service intent.
The Lever
A Two-Phase growth strategy: fast CRO wins to stabilize conversion, followed by a modular component rebuild designed for programmatic SEO scale across 400+ franchise territories.
The Outcome
Achieved a +27% conversion lift within 6 months, forecast to drive $3-5M in annual revenue lift through optimized referral logic and AI-ready landing page architecture.
The Revenue Growth Playbook.
I took a phased approach — identifying and fixing the highest-intent conversion leaks first, then rebuilding the full funnel structure for programmatic scale.
Context
Regional funnels accounted for significant top-of-funnel traffic but suffered from high bounce rates due to misaligned user intent.
Any changes required balancing franchise independence with centralized, high-converting UX principles.
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Playbook + Validation
Adopted a phased deployment strategy: identifying quick MVP wins first, then scaling towards a comprehensive programmatic rebuild validated by A/B testing.
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Analytics Dive
Identify funnel leaks
Phased Wins
Rapid MVP iterations
Modular System
Componentize for scale
KPI Validation
Measure & iterate
Framework: Protect existing revenue paths → test hypotheses with measurable KPIs → scale successes programmatically.
Phase 1 · 2025Capital-Efficient Wins
Quick ROI through Strategic CTA Placement
The Friction
Conversion Leak
Digital analytics revealed that regional promo funnels were driving high-intent search traffic that evaporated on arrival. Primary appointment CTAs were visually buried by promotional noise, leaving users frustrated with no clear path forward.
Heuristic Context
Heuristic analysis confirmed that the "Quick Appointment" CTA was technically above the fold but drowned in promotional clutter. Users not shopping the main promo were essentially blocked from the conversion tunnel.
The Lever
CTA Prioritization
Implementing a high-visibility CTA stack anchored to the proven homepage architecture. This surgical UI intervention allowed for immediate KPI validation without backend logic changes.
Before
After
Phase 2 · 2025 · 3 WeeksFull Funnel Rebuild
Complete funnel redesign optimizing for SEO/SEM Google AI value, and enhancing UI/UX conversion flows
NEW: Multiple wireframe variants (MVP + future scope) created for business review, user testing, and A/B pilots when signed off. Note: These design snapshots represent conceptual initiatives and structural explorations developed during my tenure at TBC. These are shared here to demonstrate process and UI/UX logic, rather than final production status.
Low IP / Not Hi-Res
The Friction
Search vs. Intent Gap
Partnered with the SEO team to diagnose a critical disconnect: regional pages were perfectly optimized for Google crawlers but fundamentally broken for human users arriving with local service intent. Strong traffic was arriving, but the architecture was failing to convert.
The Lever
Programmatic Scale
A total funnel redesign focused on maximizing SEO/SEM value while introducing the "Strategic Bypass" logic to solve deep-seated operational bottlenecks.
Operational Seniority Deep-Dive
Designed a dynamic AM drop-off / PM pick-up toggle — empowering store owners to open additional daily bay capacity without requiring any backend logic changes or expensive engineering sprints.
Regional Promo Landing Page (Mobile) — Before vs. After Wireframes
SEO Improvements
- Modular, keyword-friendly sections
- Granular local context throughout
- Store & service-level FAQs
- Expanded search coverage
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UX Improvements
- Simplified action model
- Most CTAs route to Quick Appointment
- Reduced friction for "book now" intent
- Clear hierarchy matching user goals
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Store-First Validation, Funnel-Wide Expansion
Business is validating updates on the store landing page, then rolling them out across the regional funnel in phases with iterative testing.
Cross-Functional Collaboration
Aligning Across
The Franchise.
Regional Marketing
Worked directly with regional marketing managers to understand local promo strategies and ensure funnels reflected market-specific offers and seasonal campaigns.
SEO/SEM Team
Partnered with the SEO/SEM team to architect a modular template system capable of generating location-specific landing page variations without manual intervention.
Analytics & BI
Collaborated with the analytics team to establish baseline metrics, define success criteria, and build the attribution model that validated the +27% conversion lift.
UX System Design
Systemic Value For The Franchisee.
Systemic Impact
This wasn't just a UI refresh; it was a transition to a high-utility SEO-driven component system. By designing modular, reusable assets, we established deep search relevance for Google AI while empowering 400+ franchisees with unprecedented operational flexibility.
Component Strategy
Modular Reuse
High-utility modules (FAQs, store cards) designed to be repurposed across regional funnels to compound SEO authority.
Revenue Anchor
Strategic Bypass
The AM/PM toggle solved a billion-dollar rigid legacy software problem, allowing franchisees to accept more appointments instantly.
Final Impact
From Static Pages To Revenue Engine.
+27%
Conversion Lift
$3–5M
Revenue Impact
SEO
Traffic Quality
2 Phases
Phase Maturity
Conversion lift measured May 6 – Nov 30, 2025 vs. prior period. Revenue projection based on the digital analytics team's attribution model for franchise regional campaigns.
Reflections
Lessons Learned.
Phase It, Don't Hoard It
The two-phase approach was critical. Phase 1 proved the business case with quick wins, which earned the trust and budget needed for the deeper Phase 2 infrastructure rebuild.
Design the System, Not Just the Screen
The biggest long-term value wasn't the UI polish — it was the modular component architecture. Designing for scale forced a systems-thinking approach that yielded reusable patterns to deploy from the homepage directly into regional funnels.
Localization Is a Design Problem
Regional marketing isn't just about swapping images and copy. Each market has different urgency triggers, seasonal patterns, and competitive pressures. The component system needed to accommodate genuine SEO content strategy, not just template swaps.
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