Lifecycle Strategist + Designer
Engagement, Nurture, Conversion
Email, SMS, Web
When GAF Energy needed a full-funnel strategy to convert new homeowners into solar customers, I led a campaign spanning landing page optimization, post-form email/SMS journeys, and lead governance rules for sales. By improving deliverability through Kickbox and HubSpot tools and implementing a smarter journey flow, I achieved a 156% lift in conversions for abandoned leads and streamlined the path from interest to solar adoption.
✅ 156% increase in conversions for abandoned lead flow
✅ Integrated lead governance to qualify submissions faster
✅ 97% domain sending reputation achieved
✅ Improved deliverability and reduced bounce rates via Kickbox + HubSpot
✅ Designed new landing page experience to increase on-page conversions
GAF Energy was looking to boost conversions from homeowners who had expressed interest in solar roofing but hadn’t yet taken the next step.
These leads came through a form on the website but often abandoned the process, leaving sales without enough qualification or context to follow up effectively.
They also faced deliverability issues with outdated email lists and form submissions that included typos, duplicates, and unknown users—impacting sender reputation and engagement.
I took a full-lifecycle approach, starting with page-level improvements and ending in better segmentation and sales alignment.
My work included:
Landing Page Audit
Recommended a redesigned hero and form layout to prioritize conversions. Added a second form at the bottom to capture late-stage scrollers. Design updates kept visuals modern and within brand guidelines.
Email & SMS Journey Strategy
Built a post-form nurture campaign triggered upon submission. Messaging guided users through uploading home plans, reviewing proposals, and understanding the benefits of going solar.
Lead Governance Rules
Collaborated with marketing and design to create qualification rules and workflows for sales, helping them prioritize who to follow up with based on eligibility.
Deliverability Improvements
Integrated Kickbox to catch invalid or mistyped emails and reduce bounce rates. Leveraged HubSpot’s deduplication and bounce management tools to maintain a healthy, engaged list.
Before and after screenshots of the Reroofing requalify program page. Changes focused on layout, visual appeal, and dual-form strategy to drive conversions.
Trigger-based campaign setup with email/SMS flows designed to guide users toward solar adoption.
Experiment comparing timing and messaging for NPS follow-ups—insights used to shape future engagement strategy.
Smart workflows + better data = real conversion impact
Improving data quality and aligning with sales unlocks better conversion and a smoother customer journey
Design and experience matter
Even small form or layout tweaks on the landing page helped convert more users at the very top of the funnel
The right tools make scaling easier
Kickbox and HubSpot worked hand-in-hand to prevent future deliverability issues and protect the health of our email program
