Fundraising Everywhere

Every page had to answer how much is this twice, for two people with different intentions. Buying a ticket ran straight from the product page to the basket. Buying a membership meant leaving the product page for a separate landing page and starting again. The higher-value customer had the longer route. A membership business that goes dark for a replatform loses subscribers who never come back, so the conversion work shipped first on the platform that was already live, and the rebuild followed once it had paid for itself. That meant knowing all of my own changes were disposable. KPIs were agreed with the client before any design started, which is the part of this engagement I would repeat anywhere. Four checkout gaps closed, each one traceable to a stated objective. Results were never published or shared.