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Verizon / Yahoo Small Business
Product MarketingPartner & Affiliate Programs

I redesigned the buying flow and conversion rose 142%

The short version
Company and role
Verizon / Yahoo Small Business ยท Product & Affiliate Marketing Manager
The problem
The steps between clicking an ad and buying were confusing enough to cap sales, and the messaging didn't match what customers saw on the site.
What I did
  • Found where the buying flow lost customers and what the messaging failed to answer.
  • Led a redesign of the experience with Product, UX, Engineering, Creative, and Analytics.
  • Relaunched the affiliate program on a compliant, repeatable model with Legal.
The result
Transactions rose 36% and conversion rate rose 142% versus the prior experience, with a further 12% conversion gain from coordinated promotional tests.
Who I worked with
Product, UX, Engineering, Creative, Analytics, Legal, and Compliance.
142%
Conversion-rate increase vs. the prior experience after the redesign at Yahoo Small Business

Overview

I connected insight, positioning, and full-funnel product decisions with Product, UX, Creative, Engineering, and Analytics, and relaunched the Yahoo Small Business affiliate program on a compliant, repeatable model.

The Challenge

The buying flow carried value-proposition and decision-point friction that capped transactions and conversion. Improving it required aligning acquisition messaging with on-site decision points across several functions, then relaunching affiliate partners without creating compliance risk.

My Approach

  • Identified where the buying flow lost customers and what the messaging failed to answer.
  • Partnered with Product, UX, Engineering, Creative, and Analytics to redesign the digital experience.
  • Aligned acquisition messaging with the on-site decision points customers reached.
  • Ran coordinated promotional tests across channels and products.
  • Relaunched Yahoo Small Business affiliate partners with Legal and Compliance by translating regulatory and brand requirements into standardized onboarding playbooks, compliance checklists, approval workflows, and partner-facing guidance.

The Results

  • Increased transactions by 36% and conversion rate by 142% versus the prior experience, through the redesigned flow and aligned messaging.
  • Increased conversion by another 12% through coordinated promotional tests across channels and products.
  • Created a repeatable, compliant model for partner growth through standardized onboarding and approval workflows.

Key Skills

Full-funnel Product MarketingPositioning and MessagingBuying-flow FixesPromotional TestingCross-functional LeadershipCompliance-ready Partner Onboarding

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