Key Past Projects
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Key Past Projects 〰️
Select a project
FullStory Pillar Pages: Topical Authority and Organic Growth
At FullStory, I tackled the challenge of turning a single piece of content into a scalable growth engine. By reimagining our pillar page as the cornerstone of a hub-and-spoke content strategy, I created a framework for long-term organic success. This approach not only boosted rankings but also established a sustainable model for driving traffic and engagement.
The Challenge
Product analytics is a competitive space, with countless companies vying for visibility. The goal was clear: own the conversation, rank at the top, and turn organic traffic into engaged users. But to do that, we needed more than just a well-optimized page. We needed a content experience that seamlessly guided users from discovery to conversion.
The Strategy
I developed a pillar page that served as the authoritative hub, interlinking a cluster of in-depth supporting articles. This approach wasn’t just about SEO—it was about:
✅ Building topical authority to dominate search rankings.
✅ Improving user experience with a sleek, intuitive design that made navigation effortless.
✅ Driving conversions by structuring content to educate, engage, and convert potential customers.
Execution & Results
Content Architecture: Developed a keyword-driven, intent-matched structure that improved discoverability.
UX & Design Collaboration: Partnered with design and engineering to create a fast, mobile-optimized page with a frictionless journey.
SEO & Performance: Achieved top 3 rankings for high-intent keywords and contributed to a 100% YoY growth in organic traffic.
Business Impact: Increased demo request conversions by 30%, proving that strategic content fuels both visibility and revenue.
We designed a scalable content framework that continues to drive measurable business impact. It’s an approach I’ve successfully replicated across multiple brands, proving that great content isn’t just found—it’s experienced.
FullStory Redesign: Technical SEO & CRO for Growth
During a major website overhaul at FullStory, I spearheaded technical SEO enhancements, optimizing navigation, site speed, accessibility, and internal linking. Combined with conversion rate optimization (CRO) refinements, these efforts led to a 21% increase in free trial requests, proving the power of aligning technical and user-focused improvements.
The Challenge
A website redesign isn’t just about aesthetics—it’s an opportunity to rethink structure, performance, and discoverability. FullStory’s site needed:
🗺️ Stronger technical SEO to improve crawlability, indexation, and search rankings.
⚡ Faster load times to enhance both user experience and Core Web Vitals scores.
🏛️ Smarter content architecture to guide users toward high-value actions.
The Strategy
I ensured that SEO and UX were foundational to the redesign, not an afterthought. Key initiatives included:
✅ Optimized Information Architecture – Restructured site navigation and internal linking to improve content discoverability.
✅ Site Speed & Performance Enhancements – Implemented technical fixes to improve Core Web Vitals, reducing page load times.
✅ Accessibility & Usability Improvements – Ensured WCAG compliance, improving site usability for all visitors.
✅ CRO-Driven SEO Strategy – Aligned high-intent pages with optimized CTAs and user flows to drive conversions.
Execution & Results
Improved crawlability and site structure, boosting organic rankings and engagement.
Enhanced site speed and accessibility, reducing friction in the user journey.
Increased free trial requests by 21%, proving that technical SEO and CRO go hand in hand.
This resulted in a high-performance site that converts. By integrating SEO, UX, and CRO best practices, I helped turn the website into a frictionless, high-converting experience that continues to drive growth.
FullStory Global Expansion: Local Keyword Targeting and Demographic Nuances
Expanding FullStory’s organic search footprint beyond the U.S. required a strategic approach. I led the charge to scale content and SEO strategies across LATAM, DACH, and EMEA, resulting in a 2x increase in search traffic across non-U.S. markets. This growth not only boosted brand awareness but also drove meaningful engagement and conversions globally.
The Challenge
While FullStory had a dominant presence in the U.S., international growth was untapped. The challenge was twofold:
🌍 Increase visibility in non-English-speaking regions where search behavior and competitive landscapes differed.
📈 Turn traffic into pipeline by localizing content that resonated with diverse audiences.
The Strategy
Rather than simply translating existing content, I developed a region-specific SEO and content strategy that accounted for search intent, cultural nuances, and local competition. Key initiatives included:
✅ Market-Specific Keyword Research – Identified high-value terms across LATAM, DACH, and EMEA, ensuring content aligned with local search behavior.
✅ Localized Content Hubs – Built regional pillar pages and supporting content clusters, tailored to each market’s needs.
✅ Technical SEO & Internationalization – Implemented hreflang tags, optimized metadata, and improved site architecture for multi-language SEO.
✅ Partnerships & Link Building – Secured region-specific backlinks to strengthen domain authority in new markets.
Execution & Results
Doubled search traffic across LATAM, DACH, and EMEA, expanding FullStory’s presence beyond the U.S.
Secured top rankings for competitive keywords in multiple languages, driving sustained organic growth.
Increased engagement and conversion rates from international markets, proving that localized content fuels pipeline growth.
This was a strategic globalization effort that helped FullStory establish authority in new markets. By combining data-driven localization, content strategy, and technical SEO, I transformed untapped regions into high-growth opportunities.
AppStick: Optimizing Admissions Funnels with Automation & Data-Driven Insights
How do you recover millions in lost revenue by fixing a single bottleneck? As part of Data Cult XVI, I helped design and implement AppStick (don’t worry, it’s an internal name), an automated admissions tool aimed at solving a major conversion drop-off: 40% of qualified applicants never scheduled their admissions interview, leading to over $6M in lost potential revenue per year.
The Challenge
Flatiron School’s admissions process relied heavily on manual outreach, with admissions teams spending valuable time chasing applicants who had already been identified as high-potential. The data was clear:
👻 40% of qualified applicants dropped off before scheduling their interview.
⏳ Speed matters – applicants invited to interviews within 10 hours were twice as likely to book.
💰 Even a 10% improvement in this conversion step would mean $6.3M in additional revenue per year.
The Strategy
To address this, we designed AppStick, a data-driven automation tool that:
✅ Automatically scheduled interviews for qualified applicants, reducing manual follow-ups.
✅ Streamlined outreach with targeted emails and notifications at the right moments.
✅ Prioritized high-value applicants, ensuring admissions teams spent time on the most promising candidates.
✅ Leveraged behavioral insights to optimize when and how follow-ups occurred.
Execution & Results
Built an MVP of AppStick, automating interview scheduling and reducing manual workload.
Increased applicant engagement, improving response rates and reducing drop-off.
Created a scalable admissions strategy, ensuring a frictionless experience for future applicants.
This project used data to fix critical breakdowns in the admissions funnel. By blending behavioral insights, automation, and UX improvements, we built a solution that has the potential to unlock millions in revenue while making the admissions process smoother for students.
Plooto Demo Signup Page Redesign: Customer Research & CRO for 43% Higher Conversions
At Plooto, I took on the challenge of transforming a high-traffic page into a high-converting experience. By leveraging customer research, A/B testing, and cross-functional collaboration, I redesigned the demo signup page to better resonate with our audience. The outcome? A 43% increase in conversion rates, turning more visitors into engaged prospects.
The Challenge
The existing demo signup page wasn’t converting at its full potential. My key questions were:
🔎 What messaging truly matters to potential customers?
🔎 What design and UX improvements could reduce friction?
🔎 How do we create a page that not only informs but compels action?
The Strategy
Rather than making surface-level tweaks, I approached the project with a data-driven, customer-first mindset:
🕵️♂️ Customer Research & Insights – Conducted surveys and interviews to uncover the main selling points that mattered most.
🕵️♂️ A/B Testing & Data Analysis – Tested variations of messaging, design, and CTAs to determine what drove the highest engagement.
🕵️♂️ Full UX & Content Overhaul – Worked with designers, copywriters, and developers to create an entirely new page optimized for clarity and action.
🕵️♂️ Frictionless Signup Flow – Simplified the form and user journey, removing unnecessary steps that slowed conversions.
Execution & Results
Built a high-converting page experience based on real customer insights.
Successfully collaborated across teams, managing designers, developers, and content strategists to execute the vision.
Achieved a 43% increase in conversion rate, proving that great UX and customer-driven messaging drive results.
We were able to turly understand what customers truly care about and translate that into an experience that converts. By combining research, experimentation, and execution, I turned a static signup page into a high-performing acquisition tool.
Redefining B2B Demand Gen: Turning Conversations into Conversions
To reach Plooto’s ideal customers before they even searched for us, I led a customer research initiative to identify where B2B buyers were spending their time. By analyzing platforms like LinkedIn, podcasts, subreddits, and industry communities, I designed an off-site demand generation strategy that drove a 25% lift in social acquisition and a 35% increase in referral traffic.
The Challenge
Traditional inbound marketing often assumes that B2B buyers start with Google. But in reality, much of the buying cycle happens elsewhere:
🔍 Buyers rely on peer recommendations in online communities.
🎙️ They engage with thought leaders on LinkedIn and podcasts.
💬 They discuss pain points and solutions in niche spaces like Slack groups and subreddits.
The challenge was to stop waiting for buyers to find us and instead become part of their conversations.
The Strategy
To execute this, I built a data-driven, customer-first demand gen strategy that focused on meeting buyers where they already were:
✅ Customer Research & Audience Mapping – Used customer surveys and SparkToro to analyze where our audience engaged online.
✅ Community-Led Growth – Developed a strategy for engaging in relevant subreddits, LinkedIn groups, and Slack communities.
✅ Influencer & Podcast Strategy – Identified industry thought leaders and secured guest appearances and partnerships.
✅ Referral & Social Growth – Optimized content distribution to turn conversations into traffic and conversions.
Execution & Results
Integrated Plooto into key industry conversations, increasing visibility and credibility.
Drove a 25% increase in social acquisition, proving the power of off-site engagement.
Boosted referral traffic by 35%, showing that trust and relationships fuel conversions.
Put simply: we put brand affinity in the right places. By meeting buyers where they already are, I helped turn social and community engagement into a repeatable demand generation engine.
Featured Snippet Optimization: Driving 14% More Visibility at FullStory
At FullStory, I led a comprehensive audit and optimization strategy for featured snippets, ensuring our content was structured to win more position-zero placements in Google search results. This initiative resulted in a 14% increase in snippet features, boosting organic visibility, brand authority, and click-through rates.
The Challenge
Featured snippets dominate search results, capturing prime real estate and significantly increasing organic traffic. Despite strong rankings, FullStory was missing valuable snippet opportunities due to:
🔎 Unstructured content – High-ranking pages weren’t optimized for Google’s preferred snippet formats.
📉 Missed snippet features – Queries we already ranked for had snippets, but competitors were winning them.
⚡ Inconsistent formatting – Content needed clearer definitions, lists, and tables to improve snippet eligibility.
The Strategy
To systematically increase snippet wins, I executed a data-driven audit and optimization plan, focusing on:
✅ Identifying high-potential queries – Used tools like Google Search Console, SEMrush, and STAT to find rankings just below existing snippets.
✅ Rewriting & Structuring Content – Reformatted key pages with concise definitions, bullet lists, tables, and step-by-step instructions aligned with Google’s snippet preferences.
✅ Testing and Iteration – Measured results, tweaked content, and refined our approach based on snippet win rates and CTR improvements.
✅ Scalability & Best Practices – Created an internal framework to continuously optimize for snippets across future content.
Execution & Results
14% increase in featured snippet wins, expanding FullStory’s presence in high-visibility search results.
Higher click-through rates (CTR) on key pages, driving more engaged traffic.
Established an ongoing snippet optimization process, ensuring long-term SEO impact.
We turned our content into better performers by turning search visibility into a competitive advantage. By blending SEO, content strategy, and structured data insights, I helped FullStory capture more attention, more clicks, and more potential customers at the very top of search results.
Let’s connect!
Drop me a line at n.gallinelli@gmail.com or message me on LinkedIn to discuss how I can contribute to your team—I’d love to chat.