What I did

As a Digital Product Manager at Canopy Growth Corporation, I led a cross-functional team to optimize and boost conversion rates on the Tokyo Smoke Brand's eCommerce websites. My role involved collaborating with digital copywriters, UX designers, and merchandising specialists to develop unique, SEO-optimized blog posts designed to attract long-tail traffic and drive strong conversions.

How I did it

As a Digital Product Manager, I regularly monitored site performance and established benchmarks. I consistently reviewed top-performing pages on the Tokyosmoke.ca Shopify CMS with team leads to understand user behavior, traffic sources, and conversion paths. My analysis of Shopify data revealed that blog posts on Tokyosmoke.ca were highly effective, driving significant organic traffi

c and influencing digital sales. Recognizing this, I initiated a project to create highly optimized blog posts based on common customer search terms. We enhanced these posts by integrating custom widgets and user-friendly tools to direct shoppers to high-converting product and category pages, collaborating closely with our development teams for requirements, prototyping, and launching these site enhancements.

Results

Q3 and Q4 2020 were Tokyosmoke.com's highest and most successful quarters for eCommerce revenue to date. Views via SEO website content resulted in organic traffic being the highest converting digital channel. Blog posts generated 77,728 unique visits during Q3 2019 alone