Conversion-Focused Landing Pages
Three brands, one goal: enhancing user experience and driving higher conversions.
Overview
This case study highlights three distinct landing page projects, each designed with a shared goal: improving user experience and driving measurable business outcomes.
My role varied from solo designer to cross-functional collaborator, depending on the needs of each brand.
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Freeman Tools: UX Design Lead
WikiKeebs: Co-founder, Sole Designer
PGP.com: Sole Designer, End-to-end Design in Framer
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Freeman Tools: Marketing Team
WikiKeebs: 1 Developer
PGP.com: Stakeholders (president, business director)
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Freeman Tools: 0.6% → 1.5% conversion (+90% sales)
WikiKeebs: 14K+ user events, 568 MAUs
PGP Website: +30% site views
Overview - Freeman Tools
Freeman Tools is a power tools brand with a wide product line spanning pneumatic and cordless categories.
I led design improvements across key landing pages in collaboration with the marketing team, with the goal of increasing conversion, clarifying navigation, and aligning messaging with product value.
This project focused on Shopify, with no developer involvement required.
Challenges
Low conversion rate (~0.6%) despite steady traffic from company newsletters and social media campaigns.
Inconsistent product presentation and weak landing page hierarchy.
Lack of clarity around unique value propositions, which led to drop-offs and low engagement.
No dedicated design/dev resources—updates had to be done directly in Shopify.
Solution/Result
Redesigned product landing pages with clearer content structure and improved visual hierarchy.
Partnered with marketing to refine copy and calls-to-action based on user behavior.
Enhanced product displays and simplified user flow to reduce friction.
Results: Conversion rate increased from 0.6% to 1.5%, driving a 90%+ increase in sales.
Overview - Wiki Keebs
Wiki Keebs is a passion project aimed at helping mechanical keyboard enthusiasts find their perfect build. I led the UX/UI design for the entire site, focusing on clarity, searchability, and affiliate-driven monetization.
The goal was to combine product discovery with a streamlined user experience that catered to both beginners and experts.
Challenges
Users often found it hard to compare switches, keycaps, and keyboard layouts across vendors.
There was no centralized tool for exploring builds based on typing feel, layout, and aesthetics.
As a small team (just myself and a developer), we had to prioritize MVP functionality while building for scalability.
Solution/Result
Designed a clean, filterable database to help users explore by keyboard layout, switch type, and keycap profiles.
Built a keyboard simulator to preview layouts, sounds, and keycap styles in real time.
Streamlined the UX with fast navigation and a minimalist UI.
Drove traffic with SEO-optimized content and strong community engagement.
Results: 14K+ user events and 568 monthly active users at peak.
Overview - PGP.com
I led the complete redesign of the Prime Global Products (PGP) website using Framer, a no-code platform.
The goal was to modernize the brand presence, highlight B2B services like wholesale and OEM, and support conversion from web traffic to business inquiries—all while maintaining speed and flexibility for internal updates.
Challenges
Outdated site design and structure failed to reflect the company’s capabilities in manufacturing, global sourcing, and distribution.
No clear pathways for wholesale, OEM, or distributor onboarding.
Needed a fast turnaround with limited developer involvement.
Stakeholder input (from the president and business director) required frequent design alignment.
Solution/Result
Designed and launched a new site entirely in Framer, enabling fast iteration and real-time stakeholder feedback.
Created modular landing sections for wholesale, OEM, and drop ship services.
Improved site hierarchy, CTA clarity, and mobile responsiveness.
Result: +30% increase in page views post-launch and stronger B2B engagement through clearer messaging and navigation.
