Carlos del Rio

Web Usability and Conversion Consultant

Carlos@Agillian.com

(503) 753 0102

Goal

Improve visibility and functionality of your products and services through the use of web analytics, website communication, and conversion best practices.

Experience

Unbounce

Director of Conversion Analysis and Digital Strategy

2012 - 2012

Managed PPC and retargeting campaigns, both media buying and landing pages. Represented Unbounce as a speaker at WSI Group, SMX Advanced, and SMUnplugged Vancouver. Represented Unbounce on webinars with Wordstream, Trada, CleverZebo, CPCStrategy, and Marketing Profs. Produced content on testing and conversion rate optimization for the Unbounce blog. Co-produced Q4, 2012 marketing strategy for Unbounce.

  • Drove consistent monthly PPC leads for a subscription SaaS product with an average 1-year subscription life.
  • Ran a landing page test cycle that raised PPC conversion from 10% to 17.5%
  • Ran a landing page test cycle that raised social sharing from 12.4% to 18% for the Noob Guide to Online Marketing
  • Ran a landing page test cycle that 22% e-mail submission rate for the Noob Guide to Online Marketing
  • Ran weekly #CROchat on Twitter

Agillian

Founder/ Dir. Digital Strategy & Analytics

2007- Present

Direct conversion projects for clients and consult on use of search technologies, including pay-per-click and organic listings, to drive performance-based objectives. Manage client relationships and production of code, architecture and content for clients in competitive verticals.

  • Consulted with and wrote for industry leader company SEOmoz, LLC.
  • Currently producing educational materials on SEO, usability and analytics.
  • Perform technical site reviews and deliver recommended code changes for clients like XYDO.com, GrowFood.org, Seattle's Best Coffee and Microsoft Open Source
  • Produce content on Search Marketing and Usability on a blog (www.UserDrivenChange.com).

Visible Technologies, LLC

PPC Manager/ Search Marketing Specialist

2006-2007

Managed search optimization campaigns for multiple clients ranging from small businesses to large online retailers -- including production of and editing of copy and HTML code for client sites. Maintained reports and reporting system for all of the department's clients. Performed client support both on the phone and through e-mail.

  • Participated in proposals to major nationally branded companies
  • Managed $80,000 per month in PPC campaigns
  • Successfully brought a client to 9-1 return while increasing year over year revenue
  • Participated in the introduction of search marketing principles and practices to new employees

eMarket Group Ltd.

Affiliate Program & Pay Per Click Manager

2005-2006

Managed Pay-Per-Click Campaigns for eMarket's core brand and largest client. Engaged in direct support of over 3000 online affiliates. Ensured timely reporting and payments of accrued commissions to the affiliates.

  • Maintained a positive image of core brand in the affiliate community.
  • Member of marketing team that exceeded monthly sales projections by up to 30%
  • Manages several data feeds for core brand on comparison-shopping engines, achieving a 99% positive customer satisfaction rating.
  • Brought Pay-Per-Click campaign into positive ROI.
  • Created extensive support materials for online Affiliates. Including guidelines for usability and search engine optimization.
  • Performed cost benefit analysis of Affiliate network vs. in-house historical data resulting in a successful integration with Share-a-sale Affiliate Network.
  • Assisted in the development of online Affiliate portal, launched on time and delivered crucial resources including remote real-time database access to the product catalog
  • Used online forums to asses reporting, creative, and web tool needs of Affiliate Marketers

Various

Educator/Instructor

2002-2004

Taught after school art courses, managed a college darkroom, and taught bicycle safety and maintenance to adults and school aged children through a variety of non-profit groups.

Skills

Usability & Conversion Optimization

Taking down barriers to visitors understanding your content and completing intended actions.

Web Analytics

Tying business objectives to performance indicators from your website.

Organic Search Optimization

Clear communication of content and meaning to major search engines (Google, Bing).

Technical

  • A/B Testing
  • Cost/Benefit Analysis
  • Public Presentation
  • Project Design
  • Social Media Interaction
  • Project Management
  • HTML
  • CSS
  • Windows and Apple Literate

Written Works

User Driven Change: Give Them What They Want

ISBN: 978-0-578-01067-0

Release Date: Feb. 2009


A Strategic Framework For Emerging Media

ISBN: 978-0-578-08347-6

Release Date: Aug. 2011

Education

Reed College — Portland, Oregon

Bachelor of Arts in Fine Arts

Carlos del Rio — carlos@agillian.com — (503) 753 0102