Yappy Pets — From Sampling Page to Full E-commerce Product Suite

When I joined, the store was basically a request form. I turned it into a real buying engine and built a repeatable growth system around it.

Role: Digital Strategist (Product Owner)

Timeline: Aug 2022 – Feb 2025

Tools: Shopify · GA4 · Looker Studio · Google Ads · Meta Ads

Traffic Without Trust Does Not Sell

shop.yappy-pets.com was a sample-request page. No checkout. No real e-commerce flow.

Customer behavior was predictable: if the buying path felt uncertain, people dropped off.

At the same time, I was managing 16 products, multiple brands, and nine countries with inconsistent sites and fragmented measurement.

Sequence Beats Speed

• I set a strict build sequence: commerce foundation -> brand consistency -> analytics -> growth
• I chose Shopify for operational reliability, integration depth, and faster iteration
• I built happiskippipets.com from scratch for a relaunch and managed six additional sites
• I focused early decisions on reducing friction at first click, product page, and checkout

What the Dashboard Revealed About People

• I instrumented GA4 and Looker Studio across properties so each funnel leak became visible
• I ran A/B tests on product pages, checkout flow, and lifecycle email to reduce hesitation
• I segmented audiences by country and category because buyer motivations were not identical
• I executed omnichannel campaigns across Google, Meta, LinkedIn, Email, and SEO/SEM