CRO Leader Helping Ecommerce Brands Increase Conversion, Retention & Revenue

15+ years optimizing digital experiences for Shopify and enterprise ecommerce brands.

Selected Results

Real numbers from real optimization work

  • +98%

    Gross Revenue Growth

  • +95%

    Net Revenue Growth

  • +183%

    Desktop Conversion Increase

  • +117%

    Mobile Conversion Increase

  • +174%

    Sales Growth

Your Traffic Isn’t the Problem. Your Conversion Architecture Is

You’ve invested in design, ads, and product. But if your Shopify store isn’t converting efficiently, you’re leaving revenue — and profit — on the table.

Fractional CRO Leadership for Shopify Brands

I work as an extension of your team—partnering with founders, marketers, designers, and developers to continuously improve the customer experience and increase conversion.

Whether it's identifying quick wins, building an experimentation roadmap, or leading optimization initiatives, my focus is simple:

👉 Let’s find what is preventing customers from buying—and fix it.

Trusted By

HOW I CAN HELP

01. Growth & Conversion Audits

Deep dive into funnel performance, pricing psychology, and profit leaks.

02. Experimentation & UX Optimization

Structured A/B testing across PDP, cart, checkout, and subscription flows.

03. Lifecycle & Subscription Optimization

Improve retention, upsells, and repeat purchase behavior.

04. Ongoing Growth Partnership

Testing roadmap ownership and KPI accountability without full-time overhead.

The ECOM Conversion Optimization Process

WHAT WORKING TOGETHER LOOKS LIKE

  • I immerse myself in understanding the business's objectives, crafting a comprehensive strategy aligned with those goals, conducting meticulous data analysis, and empathizing deeply with the end-users to gain invaluable insights into their needs and pain points.

  • Embarking on a journey of innovation and strategic thinking, utilizing data analysis to inform the ideation process. I meticulously craft wireframes and mockups to visualize the design concepts. Then I translate visuals and bring them to life through development, ensuring seamless integration and functionality for an exceptional user experience.

  • Continuous support via monthly retainers. Closely monitor site performance, conducting A/B testing and gathering data to iteratively improve and optimize conversion rates. 

Ecommerce Growth Leader

Hi, I’m Esther — a Shopify CRO & UX strategist with over 15 years of experience in eCommerce and digital experience

I’ve worked with major retailers like Michael Kors, Nespresso, Loft, and Ann Taylor — and now I support growing beauty and lifestyle brands ready to take their Shopify stores to the next level.

I believe your online store should do more than just look good. It should convert.


That’s why I blend technical expertise with a deep understanding of user behavior to create sites that are both user-friendly and revenue-driven.

Let’s optimize your store for what matters most: sustainable growth.

Lets Chat

Esther Curtis

CRO UX Strategist

RESULTS & RECOGNITION

  • "Esther brings a combination of analytics and technical execution. She consistently leveraged data-driven insights to inform strategic recommendations, optimize site performance, and enhance the end-to-end customer journey. Her contributions were directly tied to measurable improvements in conversion rate and overall sales performance."

    Jennifer Hessel
    General Manager, Cellcosmet North America

  • "Esther was amazing to work with. I loved how proactive she was about projects and improvements. It was great having a thought partner rather than just a pure executor."

    DTC Women's Brand Founder
    Shopify Plus | CRO & Ecommerce Operations

  • "By combining data-driven thinking with thoughtful UX/UI ideas, Esther was able to identify and present several clear opportunities for Michael Kors. Her recommendations were strategic, impactful, and demonstrated her ability to translate insight into meaningful improvement."

    Anneka Pycroft
    Digital Director, Michael Kors

  • "I had the pleasure of working with Esther while she supported our e-commerce operations at Ace Tool. She brings a rare combination of strong technical execution and strategic thinking. Her understanding of how site structure, product presentation, and UX impact conversions made her a valuable asset to the team."

    Maria Cipponeri Polidoro
    Former Owner, Ace Tool

  • "My company sales are up over 30% and I attribute this growth to Esther's ability to increase our conversion rate and other key improvements."

    — Tim
    Owner, Spinn Candy