CRO/UX Program & Analytics Modernization — Range USA

Problem

Range USA needed to evolve beyond a transactional site into a learning organization that could iterate quickly on customer insights. Their analytics stack was brittle, marketing channels were fragmented, and there was no repeatable experimentation process.

Approach

We replatformed analytics with a server-side GTM pipeline, unified CRM and POS data, and established a dual-track discovery cadence for UX research and CRO testing. I coached product, design, engineering, and merchandising teams to run rapid experiments, instrumenting each with clear hypotheses, QA checklists, and post-test readouts.

Metrics

• Increased organic sessions through technical SEO cleanup and content architecture improvements.
• Boosted conversion by pairing qualitative research with iterative Hyvä theme updates.
• Enabled real-time merchandising decisions with Looker dashboards and self-serve data marts.

Visuals

Workstreams included dashboard UI kits, experiment scorecards, and UX audit artifacts that visualized funnel friction, search behavior, and offer sequencing opportunities.

Frameworks applied

• Structured experiment briefs with the playbook from Conversion Rate Optimization (CRO) Fundamentals.
• Governed roadmap rituals using From Vision to Execution (the GOST Framework).
• Centralized test governance in the Experimentation Flightdeck operating system.