ONLINE PRESENCE

Nselink: Authority Building & Organic Search

Basic infor

Project In Progress

Problem vs. Profit

Before: The Revenue Leak After: System Recovery
75% Cart Abandonment

High friction checkout losing 3 out of 4 sales
12% Lift in Completion

CRO-driven UI refactoring reduced friction
Manual Inventory Errors

Overselling costing 5% of GMV in refunds
Zero Overselling

Automated backend sync eliminated errors
Operations Bottleneck

Marketing couldn't scale due to fulfillment limits
Scalable Infrastructure

Marketing can drive growth without breaking ops

The Revenue Leak

Nselink faced the classic E-commerce scaling trap: Marketing was driving traffic, but operations couldn't keep up. The result? A 75% cart abandonment rate and manual inventory errors costing roughly 5% of total GMV in refunds and support overhead.

The dual leak:

  • Conversion leak: High-friction checkout flow losing 3 out of 4 potential sales at the finish line
  • Operational leak: Manual inventory tracking causing overselling, angry customers, and expensive refunds
  • Scaling ceiling: Marketing couldn't invest more in ads because fulfillment would break
  • Customer experience: Long wait times and out-of-stock surprises after purchase
Estimated Cost of the Leak:

75% cart abandonment = losing 3 out of 4 potential customers at checkout

5% of GMV lost to refunds, support costs, and inventory errors

Scaling blocked: Can't increase ad spend when operations can't handle volume

The System Built

I architected a two-pronged solution: CRO-driven checkout optimization + automated inventory management to bridge the gap between "Buy" button and warehouse:

1. Checkout Flow CRO

Reduced form fields, added trust badges, implemented guest checkout, and optimized mobile experience—every friction point analyzed and eliminated

2. Automated Inventory Sync

Real-time backend integration between Shopify and warehouse management system—zero overselling through automated stock updates

3. Conversion Analytics

Heatmaps, session recordings, and funnel analysis to identify exactly where users drop off and why

4. Order Fulfillment Automation

Automated order routing, tracking updates, and customer notifications—reducing manual touchpoints by 80%

Shopify Custom API Integration Liquid Templates Google Analytics Hotjar Zapier

System Outcomes

12%
Checkout Completion Lift

CRO-driven UI refactoring reduced friction and improved mobile experience

Zero
Inventory Overselling

Automated backend sync eliminated manual errors and customer frustration

80%
Fewer Manual Touchpoints

Order fulfillment automated from purchase to tracking notification

∞
Scalability Unlocked

Marketing can now scale ad spend without breaking operations

The Consultant's Insight

"E-commerce scaling fails when operations can't keep up with marketing. I built the bridge between the 'Buy' button and the warehouse. A 75% cart abandonment rate isn't a marketing problem—it's a systems problem. Fix the checkout UX and automate inventory management, and suddenly you can scale without breaking."

The CRO Methodology

How we identified and eliminated checkout friction:

1
Funnel Analysis

Identified exact drop-off points in checkout flow using Google Analytics

2
Heatmap Research

Watched session recordings to understand user confusion and hesitation

3
Hypothesis Testing

Prioritized changes based on potential impact and implementation effort

4
Iterative Optimization

Deployed changes, measured results, refined based on data

Operational Automation Architecture

How we eliminated manual inventory errors:

  • Real-time sync: Shopify inventory automatically updates when warehouse confirms stock changes
  • Oversell prevention: System blocks checkout if inventory drops to zero during transaction
  • Automated alerts: Low-stock notifications sent to purchasing team before stockouts occur
  • Order routing: Orders automatically route to warehouse with all fulfillment details
  • Customer updates: Tracking numbers and shipping confirmations sent automatically
Financial Impact
The Revenue Leak

75% cart abandonment + 5% GMV lost to manual inventory errors and refunds

  • 3 out of 4 shoppers leaving at checkout
  • Overselling creating angry customers
  • Can't scale ads due to ops bottleneck
  • Support team overwhelmed with complaints
Revenue Recovered
  • 12% lift in checkout completion
  • Zero inventory overselling incidents
  • 80% reduction in manual fulfillment
  • Marketing can scale without breaking ops
The Scaling Unlock

The real value isn't just recovering lost revenue—it's unlocking the ability to scale. With automated operations, marketing can confidently increase ad spend knowing fulfillment can handle the volume.

Project Details
Industry
E-commerce Retail
Timeline
10 weeks (ongoing)
Services
CRO, Shopify, Automation
Status
Phase 1 Complete, Phase 2 In Progress
Phase 2 Goals
  • Cart recovery email sequences
  • Post-purchase upsell automation
  • Customer segmentation engine
  • Predictive inventory management

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