Internet Marketing Analyst & UX Designer — Hayali

August 2021–February 2022 · FMCG, e-commerce, Turkish delight and other Eastern sweets · International team

Olena's individual contribution: Web and advertising analytics, UX design, conversion funnel research, user behavior analysis, and sales manager training. She also worked with other team specialists to align user journeys, communications, and advertising materials.

• Analyze Google Ads, Facebook, and Instagram traffic quality. Check transitions from ads to landing pages and the conversions that follow.
• Audit website UX and recommend improvements to product presentation, interface credibility, and clarity of the purchase and inquiry journeys.
• Create scripts, recommendations, and training for sales managers. Connect marketing communications with telephone, messenger, and social media inquiry handling.
• Contribute to seasonal Halloween, Black Friday, and Christmas initiatives. Examine user behavior and resulting leads.
• Refine targeting and advertising hypotheses with the team. Evaluate lead generation metrics and the impact of landing page quality.

Team results: Google Ads cost per conversion fell from $3 to $0.50 (83.3% lower). The website recorded a 10–12% conversion rate relative to all site traffic. Before the New Year holidays, it received 143–147 inquiries per day; after the holidays, 50–86 per day. These are results of the full team. They do not mean Olena single-handedly managed all advertising, SEO, and technical activities.

Historical evidence: Original ad platform exports are no longer available. The numbers are retained as historical results reported by the project participant, not independently verified figures.