+65%
Landing Page Conversion
+40%
Funnel Opt-in Lift
50%
Repeat Purchase Rate
+30%
New Bundled Orders
About The Brand
Moonwlkr is a fast-scaling DTC cannabis company selling hemp-derived THC products online. Growth was fueled by strong acquisition, but sustainability required stronger retention infrastructure.
The Challenge
Revenue depended heavily on new customer acquisition, while lifecycle optimization and structured segmentation were underdeveloped. Repeat purchases were occurring, but not predictably or strategically.
My Role
Owned lifecycle strategy, flow architecture, segmentation, and revenue optimization inside Klaviyo. Built the retention engine that transformed email from support channel into primary revenue driver.
Key Transformation 1
Landing Page — Urgency vs Value
Focus: Identifying the strongest acquisition motivator.
What Changed
We tested urgency-driven messaging against a limited-quantity value offer. Scarcity and urgency outperformed free value by creating clearer purchase intent at the point of entry.
Impact
• Conversion increased 25% → 65%
• Funnel opt-ins increased 40%
• Email-driven purchases accounted for 70% of total revenue
• Higher-quality subscribers entered the lifecycle funnel
Key Transformation 2
Influencer Traffic → Retention
Focus: Turning bursts of creator traffic into long-term customers.
What Changed
Influencer-driven users were routed into tailored onboarding flows with education, social proof, and product discovery instead of generic promotions.
Impact
• Retention lift of 25%
• Bundle orders increased 30%
• Repeat purchase rate reached 50%
• Reduced dependency on constant new creator launches
Key Transformation 3
High-Intent Funnel Optimization
Focus: Maximizing value from users already close to purchase.
What Changed
Behavior-based segmentation triggered bundles, replenishment, and loyalty incentives at moments of intent.
Impact
• Bundle orders increased 40%
• Retention improved 25%
• Revenue concentration shifted from one-time drops to lifecycle-driven purchasing
Outcome
Moonwlkr transformed fast-moving traffic into a durable retention system, where acquisition, email, and conversion optimization worked together to support scale.
Case Studies
Industry: DTC / Cannabis
Hemper
A full-funnel CRO and lifecycle optimization focused on reducing friction and guiding users toward higher-intent purchase paths. Homepage and PDP testing improved conversion and revenue efficiency while proving that downstream behavior matters more than surface-level clicks...
Industry: DTC / Fashion
Karmaloop
Content-first acquisition strategy that turned editorial traffic into a scalable growth channel. Interactive shopping and embedded email capture drove deeper product discovery, higher opt-ins, and materially stronger revenue per session without relying on traditional promotions.
Industry: DTC / Cannabis
Moonwlkr
High-intent acquisition testing that compared urgency-driven messaging against incentive-based offers. Scarcity and limited availability significantly outperformed free value, creating stronger entry-point conversion while feeding a healthier, more engaged lifecycle funnel.