DXO Consultants

As a consultant specializing in digital experience optimization (DXO) and conversion rate optimization (CRO), I help businesses enhance their online presence and drive measurable growth. With a proven track record in e-commerce and digital marketing, I provide strategic insights and actionable solutions to boost customer engagement and increase conversions.

Chief Executive Officer

Ideal Living

In this capacity, I directed the strategic and day-to-day execution of all E- Commerce aspects, including sales, budgets, promotions, customer experience, and digital marketing programs (SEO, SEM, CMS, PPC, Email, retargeting, mobile, affiliates, social media, and marketplaces). I oversaw digital acquisition for a portfolio of 10-15 unique brands, managing distinct CPA goals and critical KPIs. I maximized website usability, performance, ROI, P&L, and online marketplaces including Amazon US, Amazon International, and Walmart.

Key Achievements:
• Increased online revenue by 83% in 2020 and over 100% from 2021 to 2023 through innovative marketing techniques and platform optimization.

• Directed and managed a diverse portfolio of 10-15 unique brands, leading digital acquisition and customer retention strategies, consistently achieving and surpassing critical KPI goals.

• Elevated Amazon sales from 7 figures to 8 figures from 2019 to 2023, achieving a 223% revenue growth.

Vice President, Digital

Hi-Health Corporation

While serving in this role, I directed the strategic and day-to-day execution of all E-Commerce activities, including sales, budgets, promotions, customer experience, and digital marketing programs (SEO, SEM, CMS, PPC, Email, Retargeting, Mobile, Affiliates, and social media). I developed marketing strategies to drive customer growth and manage online customer interaction.

Key Achievements:
• Enhanced site usability and reduced load times by 50%, leading to a 109% increase in the e-commerce conversion rate, improving overall customer experience and sales.

• Created and launched targeted marketing campaigns that increased online revenue by 30%, showcasing my ability to develop effective strategies driving substantial financial growth.

• Targeted the best and most profitable brands, resulting in an 11% increase in online AOV.

• Reduced paid search CPA by 59%, cut PPC costs by 22%, and increased revenue by 71% through optimized advertising strategies, demonstrating my ability to enhance advertising efficiency and ROI.

• Elevated email marketing revenue by 28% and increased the conversion rate by 38% by improving the quality of campaigns and creative pieces.

Vice President, Ecommerce

ZAGG, Inc.

During this time, I was recruited to design, build, and manage the company's technical infrastructure and lead e-commerce operations. I oversaw strategic planning and execution of e-commerce activities, achieving double-digit growth in online sales consistently for 10 years. I led the digital strategy and operations, contributing to double-digit growth in online sales annually, demonstrating sustained success in driving revenue growth.

Key Achievements:
• Achieved a return on investment exceeding 600% through innovative customer acquisition strategies via social media.

• Produced formalized budgets and strategic plans for the executive team, aligning with profitable business strategies and ensuring healthy profit and loss.

• Recruited and led a team of skilled web developers to architect and build an enterprise-class e-commerce platform supporting $36 million in annual sales.

• Directed and managed re-platforming on three occasions, including the transition to the Magento Enterprise Edition e-commerce platform.

• Utilized YouTube to drive sales and acquire customers, resulting in 15 million video views, and was invited by Google to participate in the YouTube Marketing Ambassadors program.

Director of E-Commerce/Global Web Operations

Are you struggling to turn website visitors into loyal customers? You're not alone!

Many online businesses face the challenge of:

→ Low Conversion Rates: Visitors come to your site, but few take action, leaving potential revenue on the table.
→ Poor Digital Experience: A frustrating user experience can drive your audience away before they even explore your offerings.
→ Lack of Insights: Without the right analytics, you may be guessing at what’s working and what’s not.

But fear not! I specialize in conversion rate and digital experience optimization services that can:

Transform your website into a conversion powerhouse, turning visitors into customers.
Create an engaging and seamless user experience that keeps potential clients interested.
Provide actionable insights based on data analytics to fine-tune your strategy for maximum results.
Ready to elevate your online business? Let's connect and start optimizing your conversions today!

As a results-driven E-commerce Leader and Digital Marketing expert, I have a proven track record of driving substantial revenue growth and enhancing conversion rates through innovative strategies and careful platform enhancements. My expertise lies in orchestrating all facets of E-Commerce operations, including sales, budgets, promotions, customer experience, and comprehensive digital marketing programs (SEO, SEM, CMS, PPC, Email, retargeting, mobile, affiliates, social media, and marketplaces).

I have directed the strategic and day-to-day execution of all E-commerce activities. My leadership not only achieved an 83% increase in online revenue in 2020 but also spurred over 100% growth from 2021 to 2023, demonstrating a consistent ability to drive financial growth through creative marketing techniques and intelligent digital optimizations.

I have significantly improved e-commerce conversion rates by 109% by enhancing site usability and reducing load times by 50%. My targeted marketing campaigns have increased online revenue by 30%, while my optimized advertising strategies have effectively reduced CPA and increased ROI. Furthermore, I've led large-scale social media campaigns, achieving a return on investment exceeding 600% and substantially boosting brand presence and customer engagement.

I am passionate about leveraging data-driven insights to refine business decisions and marketing strategies, continuously improving performance metrics and business outcomes.

John Hesch

Make Business Matter

Wouldn't it be great to have a crystal ball that reveals your customers' desires?

At Make Business Matter, I help strategic leaders like you build that crystal ball.

It takes you from being just another choice to being THE choice for your customers.

This crystal ball isn't a magical device. It's my customized Brand Strategy System. It makes attracting and retaining customers a no-brainer for everyone in your business. 

Based on 19 years of research and real-world work, my Brand Strategy System is for customer-obsessed business leaders looking for an edge. 

𝐓𝐡𝐞 𝐁𝐫𝐚𝐧𝐝 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐒𝐲𝐬𝐭𝐞𝐦…
✔️Stops you from wasting time on things that don't matter to customers or the bottom line.
✔️Attracts new high-LTV customers and increases the lifetime of your customers, getting them to choose you more often.
✔️Aligns your team, getting everyone on board and executing right away.
✔️Enables you to exceed your customers' expectations by knowing what they want before they do.

The result: branding that drives preference and marketing that drives action. 

The Brand Strategy System gives you an advantage most brands don't have: knowing what really matters to your customers so you can do more of that, consistently.

Most brands think they matter. Yet, according to Havas, 75% of brands could disappear, and nobody would care.

So much for mattering.

At Make Business Matter, I serve a maximum of 10 clients one-on-one. This allows me to understand your business almost as well as you and customize best practices to your unique brand. And, it helps me make you feel like you're my only client (none of that small-fish-in-a-big-pond treatment typical of most agencies).

At Make Business Matter, I don't try to be a jack of all trades like other agencies. I focus only on marketing and brand strategy tailored to you—the stuff that drives results, not just likes and pretty images.

If you want to become THE choice for your customers, contact me:
aaron@makebusinessmatter.com

Founder and Brand Strategist

The Cult Branding Company

The Cult Branding Company is a branding agency that focuses on building customer loyalty and creating strategies based on deep insights into their best customers.

I worked on brand strategy with the executive teams from a wide range of brands like Kohl’s, Zappos, Life is Good, Turner Classic Movies, GripGrab, Scheels, theory11, Newcap Radio, Miller Brewing, and Tradestation.

𝐈 𝐡𝐞𝐥𝐩𝐞𝐝…
🎬Turner Classic Movies (TCM) go from struggling to monetize their brand to creating products their passionate fans love, like the TCM Classic Film Festival, acquiring a library of classic movies, and launching an e-commerce site. 

🏫Kohl's devise marketing strategies that led them to skyrocket in market share and overtake Macy's and JCPenney during and after the Great Recession.

📚Thomas Nelson develop a bible merchandising system based on hidden customer needs. It beat out three other competing systems. Booksellers that implemented it saw double-digit growth (even Walmart adopted it).

𝐈 𝐚𝐥𝐬𝐨...
👨🏻‍🏫Presented lectures and workshops on creativity and brand building that “flew by” and “delivered more value than longer seminars” for organizations like Scheels, Kohl’s, and Zappos.

👨🏻‍💻Co-created a psychological customer assessment survey, a competitive landscape survey, and a customer interview process with a doctor of psychology.

While at Cult Branding, I moved from researcher to director of research, to brand strategist, and, finally, partner (for 14 years). 

🗯“[B]usinesspeople probably have the greatest potential to transform the world
for the better.”
—Timothy Leary

Partner, Brand Strategist, and Director of Research

I researched content for and ghost wrote the first draft of Why We Talk: The Truth Behind Word of Mouth by BJ Bueno.

Researcher and Writer

Kadence

Kadence is a nine-seat Japanese omakase restaurant. It received multiple local awards and currently holds a Michelin star.

One of my passions is cooking. I wanted to hone my skills at a high level, so, in my "free time" (40+ hours a week), I staged (aka interned) at Kadence. 

As is typical of a Japanese kitchen, I worked in multiple positions in the restaurant: cooking during service, food preparation, customer service, ordering, cleaning, and dishwashing.

If you want to know what dishwashing has to do with branding, drop me an email at aaron@makebusinessmatter.com

Chef

Hospital of the University of Pennsylvania

I served as a research assistant for both the medical director of liver transplant and the head of clinical psychiatry.

▪️I managed two studies. One study examined the treatment efficacy of a drug for acute liver failure. The other study analyzed the efficacy of two types of counseling on the drinking habits of patients with alcohol-related cirrhosis.

▪️Along with a team of doctors and researchers, I conducted background research for, wrote, and edited a successful $2M grant proposal for analyzing the efficacy of milk thistle in patients with hepatitis C.

▪️I co-authored an academic article with the medical director of liver transplant on current treatments for liver cancer. I received first-author credit.

Research Assistant

You have a great product. But customers have a lot of choices. 

So, it’s hard to stand out and get them to choose you over your competitors.

And, even when you get that purchase, it’s just as hard to get that customer to come back.

Every day feels like a battle.

You’re pulled in so many directions. Every time you seem to be juggling as much as you can handle, another ball gets tossed into the mix.

Wouldn’t you breathe a sigh of relief if you could….
✅ Magnetically attract new customers with a high lifetime value who are easy to service and satisfy.
✅ Increase the lifetime of your existing customers and get them to choose you more often while they’re with you.
✅ Gain up-to-date customer insights with no extra work so that you can exceed your customers’ expectations and know what they want before they know themselves.
✅ Get the whole organization to perceive marketing as the key to shaping the entire business and outpacing the competition (instead of seeing it as just a cost).
✅ Help product development create products that WOW customers instead of wasting time and resources on another flop.
✅ Get marketing, merchandising, and sales to see customers in the same way.
✅ Easily measure the brand so that every department in the organization knows progress is being made toward their individual goals.
✅ Align your team by meeting each team member’s needs so they can take ownership and get more done in less time.
✅ Have an easy-to-implement strategy system that can free up your time so you can focus on growing the business instead of wasting time micromanaging people and figuring out what will work.

For 19 years as brand strategy expert, I’ve helped customer-obsessed leads do just that.

I helped customer-obsessed leaders at...
🎬 Turner Classic Movies (TCM) go from struggling to figure out how to monetize their brand to creating products that their passionate fans love, like the TCM Classic Film Festival.

🏫 Kohl’s devise branding and marketing strategies that skyrocketed their revenue and market share, leading them to overtake Macy’s and JCPenney during and after the Great Recession.

📚 Thomas Nelson develop a Bible merchandising system based on hidden customer desires that created double-digit sales growth for every retailer that used it

At Make Business Matter, I do one thing: build the only customized brand strategy system for customer-obsessed leaders that makes attracting and retaining high-value customers a no-brainer for everyone in your organization. 

If you want to become THE choice for your customers, contact me:
aaron@makebusinessmatter.com

taplio

The Battle

John Hesch

Aaron Shields

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