1. Objective

ADT.com had historically functioned as a lead-generation engine, with primary calls-to-action (CTAs) directing users to phone agents or web forms. These tactics were highly successful, driving nearly 25% of total sales. However, online transactions accounted for less than 0.5% of total sales, signaling a significant opportunity for growth.

2. My Role

As the Product Lead for this initiative, I:

• Defined the vision and product strategy to transform ADT.com into a transactional eCommerce platform.

• Led cross-functional execution, collaborating with UX during discovery and working closely with engineering through implementation.

• Drove data-informed decision-making, leveraging qualitative and quantitative insights (heat maps, click maps, A/B testing) to guide optimization.

3. The Challenge

• The website was structured primarily for information and awareness, not transactions. To grow eCommerce without cannibalizing other sales channels, we needed to drive incremental revenue.

• Consumers expected seamless online purchasing, and by 2021, there was a company-wide push to scale digital sales.

• Legacy back-office processes and systems were not optimized for a modern digital experience, requiring many technical improvements.

4. The Solution

• Redesigned ADT.com to incorporate a more intuitive, conversion-focused experience while preserving lead generation.

• Revamped the entire site information architecture, navigation and header, with an eye on mobile-first design.

• Implemented new category and product display pages, optimized for easy add-to-cart or extensive customization.

• Short form stepped-quiz, enabling shoppers to get a personalized solution added to their cart after answering a few questions.

• Introduced enhanced cart and checkout functionality, improving fulfillment and adding flexible payment options.

• Implemented a data-driven optimization strategy, testing UX and content changes to drive higher engagement and conversion.

5. The Impact

• Significant eCommerce growth: Increased online sales from under 0.5% to 8% of total sales, driving full-year revenue to approximately $30 million.

• Higher conversion rates: Improved checkout flow, reducing drop-off rates.

• Email Campaign Performance: Increased open, CTR and conversion rates for save and share campaigns.

• Operational efficiencies: Streamlined backend processes to support digital transactions at scale.