I'm Cavell Evenson, a data-driven CRO Lead and Strategist with over 12 years of experience in web development and conversion optimization.
I’m Cavell Evenson, a data-driven CRO Lead and Strategist with over 12 years of experience in web development and conversion optimization. I partner with digital agencies and e-commerce brands to build end-to-end optimization programs that drive measurable revenue growth.
By bridging the gap between technical implementation and user psychology, I deliver high-impact experiments that go beyond vanity metrics. Certified by the CXL Institute, I have a proven track record of unlocking six-figure revenue uplifts through rigorous A/B testing and friction reduction.
[How an online bed linen Shopify store increased yearly revenue by $300k](https://www.twine.net/signin
[How a candle and gift Shopify store increased both average order value AND conversion rate from one A/B test](https://www.twine.net/signin
[How a bed linen store increased yearly revenue by $200k with better user communication](https://www.twine.net/signin
Focused on diagnostic and analytical aspects of optimization for e-commerce clients. Conducted deep-dive CRO audits and heuristic analyses to identify friction points. Led user research initiatives and competitor analysis to inform optimization hypotheses. Synthesized findings into actionable recommendations for stakeholders.
Own the testing roadmap and strategy for key accounts, translating business goals into actionable hypotheses. Managed optimization programs for 5+ years, focusing on long-term retention of high-ticket clients. Standardized experimentation processes using Google Optimize and Convert, ensuring 100% statistical validity and minimizing false positives. Used GA4, Hotjar and Clarity to uncover hidden user behaviors that informed test hypotheses and drove conversion uplifts.
Lead end-to-end optimization lifecycle for diverse clients: heuristic audits, heatmap analysis, hypothesis generation, test design (Figma), and reporting. Built revenue models to show financial impact beyond clicks, projecting annualized revenue increases and ROI. Leveraged 12+ years of web development experience to deploy complex tests with pixel-perfect execution without relying on client dev teams.
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