Florence Emilito Real

I work as a Front-End Web Developer for a Conversion Rate Optimization (CRO) company. We use A/B testing software, like VWO, to analyze website performance and to identify opportunities for improvement. Over the years, we have worked on hundreds of websites in various industries, helping our clients enhance their UI/UX and achieve measurable results.

As a developer, I play an active part in shaping user experiences that drive engagement and conversions. I’ve gained hands-on experience working with a variety of content management systems (CMS), such as WordPress, Shopify, and Webflow. A big part of my day-to-day work involves developing A/B tests and implementing (rollout) new design elements based on data reports.

Being a team-player is an important skills in our company. I work closely with UX designers, strategists, and data analysts to identify areas of improvement for the website's performance. Together, we create thoughtful solutions that not only look great but also help drive business goals. On the technical side, I work extensively with HTML, CSS, JavaScript, and jQuery.

One of the aspects I enjoy most about CRO is its nature that there’s always room for improvement. I’m comfortable launching tests, monitoring performance, and adjusting our approach based on the data results. Over time, I have built and implemented A/B, multivariate, and split URL tests for a wide range of clients, from lead generation websites, e-commerce brands, to SaaS companies.

In addition to technical implementation, I also prioritize key front-end best practices like cross-browser compatibility, mobile responsiveness, and performance optimization. It’s important to me that the websites I work on load quickly and deliver smooth, consistent experience to all devices.

Of course, every project comes with its own challenges — whether it’s navigating a legacy codebase or deploying tests on a complex, highly customized site. These situations have helped me develop stronger problem-solving skills and adaptability.

Overall, working in a CRO-focused environment has deepened my understanding of how design, functionality, and user behavior all come together to create great digital experiences. It’s incredibly rewarding to see how even small changes can lead to meaningful improvements in conversion rates and user satisfaction. I’m passionate about using my web development skills to help digital businesses to acheive their goals through thoughtful and data-driven web development.