CleanMyMac. Conversion-driven marketing websites & experiments

Overview

CleanMyMac is one of MacPaw’s flagship products with a strong focus on performance marketing and continuous experimentation. From 2019 to 2024, I worked in-house on the marketing team, designing and building landing pages and promotional assets focused on conversion growth.

Over this period, I was responsible for creating and iterating on dozens of landing pages and banners, running A/B tests, adapting designs for different audiences, and scaling solutions through localization.

My role

Web Marketing Designer / Webflow Developer

I worked closely with copywriters, PPC specialists, analysts, designers, and occasionally developers and QA engineers. My responsibility covered both design and implementation, allowing me to move quickly from idea to production.

What I worked on

• Marketing landing pages for paid campaigns, features and promotions

• Banner sets for multiple advertising platforms

• Localized versions of landing pages and banners

• Redesigns and visual refreshes of existing pages

• A/B test variants and implementation of winning solutions

  
  

Scale:

• ~50 marketing landing pages

• Hundreds of localized versions

• ~100 banner concepts + localizations

Goals & challenges

The main business goal was conversion growth, with two primary conversion paths:

• Direct purchase

• Trial download (leading into a separate funnel)

Key challenges included:

• Tight deadlines for seasonal and promotional campaigns

• Designing pages that work for different traffic sources and audiences

• Balancing speed of launch with visual quality and clarity

• Scaling solutions across many languages and markets

Process

My typical workflow looked like this:

1. Brief and hypothesis definition

2. Copywriting collaboration

3. UX and visual design (Figma / Sketch / Photoshop)

4. Iterations and internal reviews

5. Webflow development and responsive adjustments

6. Launch, A/B testing and iteration based on results

Many projects required fast turnaround and parallel work on several variants at once.

Design & development approach

From a design perspective, I focused on:

• Minimalism and clarity

• Strong visual hierarchy and readability

• Conversion-driven layouts

• Subtle but meaningful animations

From a development perspective:

• Pixel-accurate Webflow implementation

• Custom code when needed

• Responsive behavior across breakpoints

• Interactive and animated elements that support UX, not distract from it

Outcome

This work supported ongoing growth experiments and marketing campaigns for a large-scale product with millions of users.

While specific metrics are under NDA, the pages and experiments I worked on were actively used in paid acquisition and continuously optimized based on performance data.