Optimizing the e-commerce website through customer journey improvements, usability enhancements, and data-driven analysis to create a better shopping experience and support business growth.
Marketing Executive
GEW Vietnam
WIGI Hair
Shopify
E-commerce
Website Experience • Customer Journey • Marketing Analytics
Jan 2025 – Present
The website serves as the primary touchpoint for customer acquisition and online sales at WIGI Hair. My role focused on continuously improving website usability, navigation, content presentation, and conversion opportunities based on customer behavior and business objectives.
Using website analytics and user behavior insights, I collaborated on optimization initiatives that enhanced the customer journey across desktop and mobile experiences.
Analyze customer navigation paths and identify friction points.
Prioritize improvements based on business goals and user needs.
Improve navigation, layouts, search experience, and mobile usability.
Evaluate website performance through behavioral analytics and optimization cycles.
Identified optimization opportunities by combining customer behavior insights with business priorities.
Worked closely with designers and developers to implement website improvements.
Monitored user behavior using Google Analytics 4 and Microsoft Clarity.
Recommended UX enhancements to reduce friction and improve conversion opportunities.
Analyze traffic, engagement, and customer journeys.
Identify usability issues using Microsoft Clarity.
Evaluate customer interactions to support optimization decisions.
Apply findings to future website enhancements.
Improved menu structure and product discoverability to simplify customer navigation.
Enhanced layouts and responsive components for mobile shopping.
Improved product presentation and information hierarchy.
Improved product information, trust elements, and buying flow.
This project strengthened my understanding of website optimization as part of an integrated marketing strategy rather than a standalone design activity. By combining customer behavior analysis, business objectives, and cross-functional collaboration, I learned how data-driven improvements can enhance user experience and contribute to better marketing performance.