Freelancer profile translated to English.
Back to original languageAbout Laure
Specialized in the conversion optimization of websites (e-commerce and BtoB).
✅ 10 years as Marketing & E-commerce Director (Interflora, Bexley, SEB)
✅ 360° knowledge of e-business issues (margin, logistics, UX...)
✅ Flexible, responsive, passionate, and proactive
✅ Consultant within major firms for 8 years (Deloitte and EY)
Margin decreased by expensive and insufficiently profitable acquisition?
Too many visitors abandoning their purchase journey?
Competitors gaining ground?
Sales targets difficult to reach?
Difficulty knowing where to start?
Conversion rate stagnating?
📲 Let's chat to boost your experience
I have developed a methodology based on recognized methods and tools to optimize the commercial performance of websites (e-commerce and BtoB):
Intervention in 2 to 4 weeks to boost your conversion rate and average order value.
Get your roadmap of prioritized and actionable steps.
Website Diagnosis:
- CRO audit: +400 checkpoints
- UX heuristic evaluation
- GA4 analysis
- Behavioral study (heatmaps & recording)
- Marketing analysis
- Strategy and value proposition / offer
- User testing organization, client interviews
Prioritized Optimizations:
- Formalization of the list of recommendations sorted by importance for conversion improvement
- Detail of priority actions
- Monitoring of major and minor optimizations
- Detailed UX and Copywriting recommendations
- Action planning
Implementation of Optimizations:
- Execution and analysis of the first tests and modifications
- Update of the roadmap, priorities, actions
- Detailed test recommendations
Complementary Deliverables:
- Formalization of the conversion funnel / customer journey, and comments
- Creation of a 10-minute video presenting the areas of the site to optimize as a priority
French
Native or bilingual
English
Fluent
Remote only
Primarily works remotely
Experience
- DynadviseE-commerce Consultant | Conversion Optimization Expert (CRO)CONSULTING AND AUDITSSeptember 2023 - Today (2 years and 9 months)Lyon, FranceE-commerce expert, specializing in website conversion optimization.My goal:=> Boost the revenue generated by your e-commerce business=> Optimize your onsite customer journey=> Increase your KPIs: Conversion Rate & Average Order ValueI help companies make the right decisions about their e-Commerce and support them in implementing them.For websites: e-commerce, B to B, and SaaS.
- Interflora FranceMarketing and E-Commerce DirectorE-COMMERCEApril 2022 - August 2023 (1 year and 4 months)Lyon, FranceDefinition and management of the development and execution of the marketing and e-Commerce strategy in France and Luxembourg.Commercial P&L responsibility: for revenue, margin, marketing costs.Responsibility for implementing the strategy to achieve objectives.Direct and transversal team management.Scope: product creation and management, social media, revenue management, competitor management, media (TV, radio), e-commerce site management and animation, etc.Definition and management of strategic projects.Review of internal processes: implementation of a structure, tools, new processes, change management, training, and supportMember of the Executive Committee.KPIs: €130M turnover, 12M visitors, 2M orders, +5 pts NPS, +3 pts market share.Skills: Project Management · E-commerce · Strategy
- Groupe SEBE-commerce / Direct to ConsumerRETAIL (SMALL BUSINESS)February 2019 - April 2022 (3 years and 2 months)Lyon, FranceParticipation in the e-commerce transition of Groupe SEB France to Direct to Consumer (launch of rowenta.fr, for example). Definition and support for the organizational and operational implementation of this change.Management of e-commerce sites (VPC, Ma cocotte, Mon cookeo): commercial definition and animation, product pricing and sales forecasting, agency management...Management of projects and launch of innovative new e-commerce services: product customization, click & collect.Management of a P&L of €6M turnover.Skills: Project Management · E-commerce · Strategy
Reviews
Antoine
KNR Agency
Reviewed on 3/5/2025
I had the pleasure of collaborating with Laure for a CRO audit on a premium fashion e-commerce site, and I can highly recommend her! Her expertise is undeniable: she provided an audit of exceptional quality, with perfectly justified and actionable recommendations. Professional from start to finish, she combined rigor, relevance, and excellent communication throughout the mission. A real asset for optimizing conversion! Thanks again Laure, and see you soon for other projects.
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Education
- Master, IT audit and consultingParis Dauphine University2007Master, IT audit and consulting
- Engineering degree, IT engineering schoolESIEA - Engineering School in Digital Sciences and Technologies2007Diplôme d'ingénieur, IT engineering school