Key Achievements
From February 2017 to September 2018, I led the responsive website design and e-commerce product optimization for A Private Affair, a women’s apparel and lingerie retailer. The project focused on enhancing user experience, maximizing online marketing impact, and driving higher conversions. The main web design & e-commerce optimization goals I accomplished for APrivateAffair.com include:
- Responsive Website Design – Developed a mobile-friendly, fast-loading, and SEO-optimized website to ensure seamless shopping across all devices, boosting user engagement and reducing bounce rates
- E-Commerce Product Optimization – Implemented structured data, optimized product descriptions, and enhanced category pages to improve search visibility and organic rankings.
- SEO & Online Marketing – Integrated on-page and technical SEO strategies, including meta optimization, keyword targeting, and site architecture improvements, leading to increased organic traffic.
- Conversion Rate Optimization (CRO) – Designed an intuitive UI/UX, optimized product images, and streamlined checkout processes to enhance the customer journey and drive more sales.
- Content & Social Commerce – Created compelling product descriptions, blog content, and social media campaigns to support online marketing efforts, increasing brand visibility and customer engagement.
By leveraging e-commerce product optimization and a data-driven online marketing strategy, A Private Affair achieved stronger organic search rankings, improved conversion rates, and an enhanced user experience for its target audience.
PROJECT GALLERY
APrivateAffair.com – New Homepage Design (Default, No Promo)
This image is another variation of the A Private Affair homepage, this time featuring a large hero banner promoting the “Bridal” collection. The headline, “BRIDAL: LET US HELP YOU FIND THE PERFECT SILHOUETTE”, targets a specific customer segment with a tailored message. The page also highlights an “April Special” and another section for “Radiant Impressions.”
The design uses a clean, modern aesthetic with a soft pink background pattern to create a warm and inviting feel. This strategic use of different hero banners is a powerful online marketing tactic to feature specific products or promotions based on seasonality and business goals. The overall layout is designed to be easily updated by the client, allowing for agile and effective promotional campaigns.
APrivateAffair.com – New SHOP Webpage Design
This image is a screenshot of a product archive page for the “Swimsuits” category on the A Private Affair website. The design prioritizes a clean, organized layout that makes Browse easy for customers. Each product is displayed with a clear, high-quality image and a concise title, creating a user-friendly shopping experience.
I designed this page with a straightforward grid system to ensure that all products are equally visible and accessible, which is a key component of effective online marketing. The overall aesthetic, featuring a soft color palette, reinforces the brand’s intimate and supportive feel. This page’s structure is also optimized for SEO, ensuring that search engines can easily index individual products and category pages, driving organic traffic.
APrivateAffair.com – New Homepage Design (August Promo)
This screenshot of the A Private Affair homepage features a hero banner focused on “BRAS OF ALL SIZES” and a “November Sale.” This design is another example of a high-impact homepage that utilizes a rotating hero section to highlight different product categories and seasonal promotions. The clear call-to-action in the headline, “IF YOU HAVE TROUBLE FINDING THE PERFECT FIT COME SEE US FOR THE SOLUTION!,” directly addresses customer needs and positions the brand as a helpful expert.
I designed this homepage with a strong emphasis on conversion-focused elements, including a newsletter signup, social media links, and an embedded Google Maps location. All of these features are essential components of a comprehensive online marketing strategy, helping to build an email list, foster community, and drive foot traffic to the physical store.
WebPageTest Performance Summary – APrivateAffair.com
This screenshot displays the performance summary from WebPageTest, a critical tool for analyzing a website’s speed and efficiency. It shows the successful results of my work on the aprivateaffair.com website, a key project for my portfolio.
One of the goals of the SEO-relataed tasks was to optimize the WordPress site’s performance to ensure a fast, seamless user experience. By focusing on metrics like “First Contentful Paint” and “Speed Index,” I was able to deliver a site that is not only visually appealing but also technically sound, which is crucial for modern online marketing strategies and search engine rankings.
GTMetrix Structure Audit – APrivateAffair.com
GTmetrix Structure Audits report for the aprivateaffair.com website which highlights key areas for improvement related to a site’s code and asset delivery. My work focused on addressing the most impactful items in the list, to make the website load faster.
This optimization is a fundamental aspect of digital marketing, as it improves user experience and contributes to better SEO. This screenshot demonstrates my ability to diagnose and solve complex technical issues to enhance a website’s overall health and performance.
GTMetrix Website Performance Analysis – APrivateAffair.com
This is a comprehensive GTmetrix Performance Report for the aprivateaffair.com website, AFTER implementing my e-commerce product optimization strategies throughout the website. The report prominently displays an “A” grade with a 92% performance score.
Achieving this high score was one of several underlying goals of this project, as it signifies a well-optimized, fast-loading, and responsive website. This level of performance is critical for any successful online marketing campaign, as it enhances user satisfaction and boosts visibility in search engine results.
This screenshot is a clear representation of my expertise in optimizing WordPress websites to meet and exceed industry standards, ensuring a robust and efficient digital platform for clients.
Webpage Performance Metrics Overview
This screenshot displays a webpage performance test result for aprivateaffair.com, highlighting key metrics related to website speed and usability. The top section provides a “Performance Summary” indicating areas needing improvement in usability, while resilience is noted as “Not bad.” Below this, the “Page Performance Metrics” section presents detailed data. Key metrics displayed include “Time to First Byte,” “Start Render,” “First Contentful Paint,” “Speed Index,” “Largest Contentful Paint,” “Cumulative Layout Shift,” “Total Blocking Time,” and “Page Weight.” For instance, the “First Contentful Paint” is 806 milliseconds, and the “Largest Contentful Paint” is 2.175 seconds. The page weight is listed as 2.16MB. A note indicates that metric availability will vary. This webpage is a performance audit report, likely generated by a tool like GTmetrix or Google PageSpeed Insights. I designed websites with fast loading times to improve user experience and SEO rankings, as search engines prioritize faster websites. These metrics help identify areas for optimization, such as reducing image sizes or minimizing blocking scripts.
APrivateAffair.com – New Homepage Design (July Promo)
This image displays the homepage for A Private Affair, featuring a prominent hero section for swimsuits with a headline that speaks directly to a pain point: “SWIM SUITS… WE HAVE YOUR SIZE!” This direct approach is an example of strong online marketing that immediately captures the visitor’s attention.
The page uses a dynamic layout with sections for seasonal sales (“July Sale”), a specialized product line (“Radiant Impressions”), and a newsletter signup form to encourage conversions. This design strategy focuses on guiding the user through the site’s most important offerings and calls-to-action, ensuring a high level of engagement and a clear path to purchase. The use of visually appealing banners and clear messaging is critical for driving sales and building brand loyalty.
