— BUYER EXPERIENCE ARCHITECT
Facts over feelings
Get your online buyers unstuck with CRO-driven pages that turn clicks, questions, and drop-offs into clearer paths to action.
Because "I think this will work" is not a strategy.
It's a horoscope with a CTA button
— WHO THIS IS FOR
You're in the right place if this sounds like you
CRO for brands that have outgrown “good enough” and need a website that earns its keep.
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TRUSTED BY
INDUSTRY LEADERS
Traffic is leaking
People are showing up, but not enough are buying, booking, or moving forward.
Pretty design isn’t enough
Design can make a page look trustworthy, but clarity is what helps buyers believe it.
The system is scattered
Your pages, emails, checkout, follow-up, and backend process are not moving together.
— THE PROBLEM
Confusion
kills momentum
People do not bounce because they hate your brand. They bounce because the page made them work too hard. If they have to decode the offer, hunt for proof, or guess the next step, the moment starts leaking energy.
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
When your pages, messaging, and systems work together, your brand becomes easier to understand, easier to trust, easier to buy from, and easier to grow.
— WHY CLIENTS BRING ME IN
Pretty pages are easy.
Profitable pages understand the buyer.
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
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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. Lifecycle marketing turns each customer interaction into insight, so every email, offer, and follow-up builds trust instead of starting from scratch.
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
Composable website systems built to keep pages fast, flexible, and conversion-ready as your brand grows. Every layer supports clearer journeys, smarter iteration, and fewer pages held together with plugins, panic, and crossed fingers
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.
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
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
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
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.
Lena and her work are such a relief for me in my business. I can always count on her excellent results and caring approach.”
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SHIVAN SARNA
Founder, SIBO SOS