Boundless Digital
Fractional CMO Agency · 10+ Clients · Denver, CO
Chris Seahorn is a fractional CMO with 25+ years in e-commerce. eBags, NakedWines, Gardyn and Samsonite are among the companies where he has held senior roles in marketing. He runs Boundless, a digital marketing agency that manages marketing for roughly 10 DTC brands at once. Every client eventually asks the same question: "Why aren't more visitors buying?" Answering it properly means weeks of manual UX review, competitor analysis, and data cross-referencing. Multiply that by ten clients, and it becomes impossible.
Manual CRO audits don't scale
Before UserApproved, Chris would spend 10-20 hours per client on a CRO audit: walking through every page, testing flows on mobile and desktop, cross-referencing GA4 funnels, benchmarking against competitors. The output was a deck with screenshots and opinions. Good work, but slow, and it aged the moment it was delivered.
One of his clients, Lion Brand Yarn (a leading craft retailer and the oldest producer of knitting and craft yarn in the United States), values CRO initiatives and invests significant time, people, and vendors to test and optimize every day. A challenge has been building a robust list of initiatives to test with strong data to support that each one can move the needle.
The existing CRO vendor handled execution (running A/B tests). UserApproved handled discovery: finding the right things to test.
Lion Brand connected GA4 and Shopify in minutes. UserApproved ran AI personas through the store, simulating real shoppers browsing yarn, adding to cart, and checking out.
First audit: Lion Brand Yarn uncovered significant opportunity
- ·Direct traffic makes up a significant portion of sessions but add-to-cart rates can be improved. These visitors already know the brand, so the problem is in the lower funnel
- ·Mobile add-to-cart conversion rate runs significantly higher than desktop
- ·Checkout flow leading to double-digit recoverable revenue
- ·Promotion, pricing and pattern selection were identified as areas for improvement
Opportunities Found
| Opportunity | Type |
|---|---|
| Checkout flow optimization | Quick Win |
| Mobile add-to-cart visibility | Quick Win |
| Direct traffic engagement | Dev Needed |
Instead of building decks from scratch, Chris used the copilot to drill into specific questions, pulling insights grounded in Lion Brand's actual data.
The copilot became his research analyst
During a deep session, he uncovered that direct traffic visitors (people who already know the brand) were converting at half the rate of Google search visitors. The copilot became a tool that Chris could use to dig deeper into the findings and quickly identify actions to improve the existing customer experience.
Based on impact and effort, here's your priority stack:
- 1.Checkout flow, quick win. Shipping threshold visibility and guest checkout friction are the biggest leaks.
- 2.Pricing and promotion display to mitigate friction.
Items 1 and 2 don't require dev. They're configuration changes.
What changed wasn't just speed. Chris's entire service model shifted.
From one-off audits to an always-on CRO layer
Instead of delivering static audit documents, he now provides clients with a living system that continuously monitors their store, catching issues like theme updates breaking checkout, app changes affecting popup timing, and conversion shifts across devices.
Recent Activity
Last 7 daysSeven audits. Four weeks.
CRO became a scalable, always-on service.
| Before | With UserApproved | |
|---|---|---|
| Audit Delivery | 4-6 weeks | Same day |
| Opportunity Coverage | Top 3-5 issues | Full-funnel scan |
| Client Proof | Screenshots & opinions | Narrated video walkthroughs |
A new revenue stream for the agency
Chris is now building a CRO service package around UserApproved, a customer acquisition bundle that pairs a UserApproved audit with his 30-minute strategy walkthrough. Instead of CRO being an occasional project, it becomes a recurring offering he can deliver to every client in his portfolio. The system runs continuously, and he stays the strategic advisor.
Agency CRO Service Model
| Step | Action | Time |
|---|---|---|
| 1. | Connect client's GA4 + Shopify | 5 min |
| 2. | AI personas audit the store | Automated |
| 3. | Review opportunities + video walkthroughs | 1-2 hours |
| 4. | Present findings with copilot-backed data | 30 min |
| 5. | Continuous monitoring catches new issues | Always-on |
"It's a compliment to uncover the highest priorities of things to test. The narrated videos are a hit with clients. They could finally see what their shoppers across new, existing, and loyalist cohorts actually experienced."
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