DTC E-COMMERCE · BKK5 months · 12 experiments
Bangkok DTC — checkout flow, +27% conversion
Problem: Strong organic traffic, weak checkout. Cart abandonment at 78% — industry benchmark is 65-70%.
+27%
Conversion (organic, sustained 6mo)
฿1.4M
Incremental monthly revenue
Approach: Scraped 14 competitor checkouts via our pipeline — found 3 friction patterns the client had but competitors didn't. Ran 12 experiments over 5 months. Wins were: collapse-by-default address fields, defer guest-checkout-vs-account question to post-purchase, add LINE/PromptPay above credit card.
SAAS · BANGKOK4 months
Thai SaaS — pricing page, +41% trial signups
Problem: Pricing page was the highest-traffic page from organic search but the second-lowest converting. Generic 3-tier layout copied from Stripe circa 2018.
99%
Statistical confidence
Approach: Scraped 60 SaaS pricing pages in adjacent verticals to identify pattern variants. Tested: feature-led vs benefit-led headlines, ROI calculator embedded, FAQ above pricing tiers, annual-billing default. Annual-default was the biggest single lift.
HOSPITALITY · MULTI-PROPERTY3 months
Hospitality group — attribution model, 38% budget reallocated
Problem: CFO was about to slash organic-search investment because last-click GA4 attributed 78% of bookings to direct/branded.
38%
Of budget reallocated to organic/content
+22%
Total bookings 4 quarters later
Approach: Built a Markov-chain attribution model in BigQuery using 18 months of GA4 raw data. Showed that organic-search was the dominant first-touch channel for direct/branded bookings — i.e., the "branded" wins were caused by SEO, not in spite of it. Saved the SEO budget. SQL snippets are public on our blog.
MARKETPLACE · GA42 months
Marketplace — GA4 server-side, recovered 31% of lost data
Problem: iOS Tracking Transparency + ad-blockers were eating 31% of conversion events client-side. Decisions being made on broken data.
+31%
Conversion events captured
฿8K/mo
Cloud Run cost (worth it)
14 days
From audit to deployment
Approach: Migrated GTM to server-side on Cloud Run. Hashed first-party cookies for cross-domain tracking. Configured PDPA-compliant consent. Deployed alongside Bluewich for the front-end work.
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