— BUYER EXPERIENCE ARCHITECT

Facts over feelings

I help growing brands find where buyers are getting stuck, then rebuild the pages, messaging, UX, lifecycle loops, and systems that turn interest into action.

For ecommerce, wellness, education, membership, and mission-driven brands with traffic, traction, and a customer journey that has gotten too messy to guess through.

Book a strategy call

See Packages

Because "I think this will work" is not a strategy.
It's a horoscope with a CTA button

3x

As much as a 3x conversion lift from redesign

Client Retention

98%

37%

Landing pages converting at up to 37-40%

— WHO THIS IS FOR

You're in the right place if this sounds like you

I work with brands whose customer journey has outgrown the original site - and now the system underneath needs to catch up

TRUSTED BY
INDUSTRY LEADERS

Traffic is leaking

People are showing up, but not enough are buying, booking, or moving forward.

Polish isn’t enough

The page looks good, but buyers still have unanswered questions.

The system is scattered

Your pages, emails, checkout, follow-up, and backend process are not moving together.

— THE PROBLEM

Confusion
kills momentum

Confusion starts small: a pause, a squint, a scroll back up, three tabs open, a quiet “I’ll come back later.” Every unclear offer, buried proof point, vague CTA, slow page, or disconnected email makes the buyer work harder. Most do not complain. They leave.

FROM CHAOS

Random A/B tests

Too many offers

Inconsistent messaging

One-size-fits-no-one

Wasted budget & time

TO CLARITY

Validated offers

Clear positioning

Aligned experiences

Decisions by data

Compounding growth

— THE APPROACH

I don't patch pages.
I rebuild the buying system.

A better page can help.
But real growth usually comes from aligning the whole journey: what buyers see, what they understand, what they believe, what they compare, what they receive after they act, and what your team can consistently execute behind the scenes.

Customer research → Offer clarity → Message strategy → UX flow → Proof placement → Product education → Checkout friction → Email loops → Analytics → AI-enabled workflows

What I build

We connect the pieces so your brand becomes easier to understand, easier to trust, easier to buy from, and easier to grow.

CRO pages that remove doubt

Landing pages, sales pages, offer pages, and key conversion paths built around what buyers need to believe before they act.

Lifecycle loops that compound

Email flows, post-purchase journeys, nurture sequences, and retention loops that turn one moment of interest into the next step.

Research that kills guessing

Customer patterns, page behavior, objections, search intent, and journey gaps translated into decisions your team can actually use.

AI workflows that scale

Prompts, workflows, content systems, automations, and decision frameworks that make AI useful instead of chaotic.

Systems that hold together

The backend workflows, tools, automations, dashboards, integrations, and processes that keep the customer journey from becoming duct tape soup.

— WHY CLIENTS BRING ME IN

Pretty pages are easy.

Profitable takes evidence.

I combine CRO, customer research, UX, SEO, tech stacks, lifecycle marketing, analytics, and AI workflows to fix what's broken and build what's next - so your whole buying system evolves along with the market instead of getting left behind.

End-to-end strategy

One strategy that connects discovery to amazement

Buyer-first design

UX and content that removes friction and drives action

Data-led decisions

Research and analytics that turn uncertainty into direction

Systemized for impact

AI-enabled workflows that make good things repeatable

Lena Forrey is a unicorn. She’s rare in her skill set because she does conversion-focused design and tech, SEO, and so much more.”

HOLLY WILLIAMS

Strategist

FROM LENA

I’ve worn nearly every hat inside a business, from developer, strategist, and designer to email, social, VA, automation, and backend problem-solver, which lets me see the whole system through the lens of conversion and partner with teams to bring clarity to complexity, align the right levers, and build systems that compound.

LENA FORREY

Buyer Experience Architect

— MARKETING LOOPS, NOT ONE-OFF FUNNELS

The loop gets stronger every time a customer moves through it.

The first sale is not the finish line. It is the first data point in the next conversion loop. I build lifecycle marketing systems that connect each moment of the customer journey, turn interaction into insight, and compound trust over time.

Attract

Reach the right people with the right message

Convert

Turn interest into action with clarity and relevance.

Welcome

Create a first experience that builds momentum.

Nuture

Deliver value over time with helpful, human communication

Retain

Earn loyalty through consistency, support, and trust

— STRATEGY SYSTEMS & AI

Define the system then scale it with AI

AI can multiply a good system. It can also multiply a messy one very, very efficiently.

If your offer is unclear, your data is messy, your content logic is generic, and your team’s process lives in twelve tabs and one person’s brain, AI just helps you make the wrong thing faster. I help translate your CRO strategy, customer journey, business rules, content logic, and internal workflows into AI-enabled systems that actually know what they are doing.

RESEARCH SYNTHESIS

Turn reviews, surveys, calls, heatmaps, and analytics into usable insight.

OFFER REFINEMENT

Use buyer language and objections to sharpen positioning and page copy.

LIFECYCLE SYSTEMS

Create smarter email, education, retention, and reactivation flows.

WORKFLOW AUTOMATION

Reduce repeated manual work across content, launches, reporting, and QA.

FEEDBACK LOOPS

Use performance data to keep improving the system after launch.

— web experience SYSTEMS

The infrastructure behind a better buyer journey

Web Experience Systems Built for Scale

I design and build composable systems that power high-performing websites - fast, flexible and ready to grow. From architecture to activation, every layer is engineered for clarity, conversion, and continuous improvement.

Built to scale.

Designed to convert.

Composable architecture

Performance optimization

Security & compliance

Data & analytics integration

Personalization at scale

API & platform integrations

Content operations

Continuous improvements

— REAL RESULTS

Proof beats polish
every time

Data from real launches, real customers, and systems designed to perform.

Lena is a creative genius. The initial stage was entirely dedicated to market research and development, which I’d never experienced before. Our sales conversions have tripled.”

NICOLE JARDIM

Course Creator & Coach

3x

Conversion Lift

Sales lift after redesigning the buying experience and clarifying the offer.

37%

Landing Page Conversion Rate

37–40% landing page conversion rate on new product launch

10+

Years of experience

Across UX, CRO, WordPress, Shopify, SEO, lifecycle marketing, and web systems.

We build clearer journey's that drive real outcomes

No fluff. No Hacks. Just strategy, messaging, and systems that make your offer impossible to ignore.

— WAYS TO WORK WITH ME

Pick your path.
I'll fix the system underneath

Different goals. Different starting points. Find the right level of support for where you are now.

01

OPTION 1

1-Funnel CRO Audit
Packages starting at $1,500

A focused audit of one core conversion path, not the whole business.

Heuristic CRO review

Messaging & clarity audit

Trust & credibility assessment

Conversion opportunity map

Prioritized recommendations

Optimize your first funnel
02

OPTION 2

Strategy Sprint
Packages starting at $5k

A focused sprint to clarify your offer, messaging, buying journey, and priorities - so you know exactly what to do next.

Deep-dive discovery

Messaging & positioning clarity

Friction & journey mapping

Prioritized action roadmap

60-min strategy debrief

Request a review
03

OPTION 3

Growth Partnership
$7k/month +

Ongoing optimization and testing, refinement, and strategic support to drive compounding results.

Conversion optimized roadmap

Continuous testing & iternation

Data-informed decision making

Monthly strategy & insights

Priority support & collaboration

Partner with us

FOCUSED. STRATEGIC. BUILT TO CONVERT

Every engagement is tailored to your goals, your customers, and your buying journey.

— Get your questions answered

Faqs

If you’ve known me for web design, this is the evolution of that work. Less “make the site prettier,” more “make the whole customer journey clearer, smarter, and easier to act on.”

Both can be involved, but the starting point is different.
Traditional web design often starts with layout, branding, and visuals. CRO consulting starts with the buyer: what they are trying to understand, where they hesitate, what they need to believe, and what is stopping them from moving forward.
The result may be a better page, a stronger funnel, a clearer offer, a smarter email sequence, or a better system behind the scenes. The point is not decoration. The point is movement.

— READY TO STOP GUESSING?

Ready to stop guessing your way through growth?

I’ll help you find the signal, clarify the offer, remove friction, and build the pages, loops, and systems that move buyers forward.

Book a strategy call

Back to pricing

Lena and her work are such a relief for me in my business. I can always count on her excellent results and caring approach.”

SHIVAN SARNA

Founder, SIBO SOS