Delaway Digital

Fractional CMO · CRO · Conversion Copy

Turn the traffic you already pay for into profit

I help 6 and 7-figure e-commerce founders fix what’s leaking revenue across their site, copy, Meta ads and emails. And I do the work myself, so you never get handed to a junior.

Book your free site walkthrough See the results
  • $50M+Revenue generated for clients
  • 10+ yearsIn marketing, copy & CRO
  • 100%Job Success

As featured in and trusted by

news.com.au SLS3 Daily Mail ZenSim The Australian Klik State Library Victoria Let’s Wander ABC Moonrunners Jägermeister Thimsa Wildfire Digital Simply Nootropics
30+ Reviews 5 out of 5 stars 5 out of 5 stars with 100% Positive Feedback on Google
Upwork Top Rated Plus 5-star client reviews 100% Job Success

Sound familiar?

You’ve built a brand people love. Traffic is coming in and ad spend keeps climbing… but your conversion rate hasn’t moved.

You’ve tried the “best practice” checklists. You’ve rewritten the product page three times. You’ve worked with agencies that handed you to a junior who didn’t understand your customers.

Meanwhile, competitors with worse products are out-converting you, and every extra sale costs more than the last.

That’s where I come in.

I work directly with founders across the whole funnel (the website, the copy, the Meta ads and the emails), so every fix pushes in the same direction. No account managers. No handoffs. You work with me, the person you hired.

The result? More revenue from the traffic you already have, and a marketing engine you actually understand.

Book your free site walkthrough

Two people mapping out marketing plans on paper beside their laptops
Daniel Delaway sitting in front of a carved wooden door

A bit about me

Hey, I’m Dan 👋

I’ve written for Jägermeister, helped a Web3 launch pull in $16M in its first week, and scaled a Shopify brand 33x. But my favourite part of the job is simpler: finding the one thing quietly stopping your visitors from buying.

After 10+ years across agency, in-house and Fractional CMO roles, I’ve learned the gap between an average store and an incredible one is rarely the product. It’s the dozens of small details (the headline, the offer, the product page, the checkout, the follow-up email) that decide whether a visitor buys or bounces. Getting every one of them right is what I do.

I studied Economics and Behavioural Psychology at Monash, and on the side I’ve interviewed 100+ people about their life stories as a video-biographer. Both taught me the same lesson: people buy with emotion and justify it with logic. Great CRO speaks to both.

My friends even turned my name into a verb. To Daniel someone is to cut through the fluff and get honest about what’s really holding them back. Fair warning: that’s exactly how I’ll treat your website.

More about me

The Delaway Method

A 4-step system for turning more of your existing traffic into customers.

  1. Diagnose

    A deep audit of your site, funnel, ads and emails. You’ll see exactly where revenue is leaking and which fixes are worth the most.

  2. Prioritise

    A roadmap ranked by impact, not effort, so we fix what moves revenue first instead of what’s easiest.

  3. Execute

    I do the work: rewrite the copy, redesign key pages, rebuild email flows and launch the ads. No handoffs.

  4. Scale

    Test, measure and double down on what wins, with conversion rate, AOV and revenue tracked every step of the way.

Ways to work together

CRO Audit & Roadmap

A one-off deep dive into your store with a visual report of every fix, ranked by impact. Perfect if you have a team to implement.

Learn more →

Growth Sprint

A focused 2 to 6 week project: a product launch, a site or landing-page rewrite, or a full email and Meta ads rebuild.

Fractional CMO

Ongoing senior marketing leadership across CRO, Meta Ads, Klaviyo, copy and product, without a full-time exec salary.

Learn more →

Real results

A few of the brands I’ve helped grow.

SLS3 Triathlons logo

E-commerce · Fractional CMO

SLS3: 33x Shopify revenue

Two-plus years as Fractional CMO for a US triathlon brand: conversion rate, design, hiring and ad campaigns, scaling Shopify revenue from $15k to over $500k and into new international markets.

  • 33x$15k → $500k+ revenue
  • 2+ yearsOngoing partnership
Moonrunners logo over a moonlit night scene

Web3 launch · Lead Copywriter & CRO

Moonrunners: $16M in launch week

Story-led copy, whitepaper and website CRO for a launch that grossed over $16 million in its first week and around $40 million within six months.

  • $16MLaunch week
  • ~$40MFirst 6 months
Let’s Wander travel game packaging

E-commerce · CRO & Meta Ads

Let’s Wander: $1M in 7 months

CRO, Meta ads and product design for a new e-commerce brand that hit $1 million in revenue within seven months of launch.

  • $1MRevenue
  • 7 monthsFrom launch

More brands I’ve worked with

Flavr Bottle water bottle with fruit

E-Commerce

Flavr Bottle

Fractional CMO and CRO consultant for an e-commerce launch that grossed $250k in its first month.

Jägermeister logo

Global Brands

Jägermeister

International copywriter for a brand turning over half a billion a year, tailoring copy for audiences around the world.

Wildfire Digital logo

Agency

Wildfire Digital

Lead CRO Specialist and Copywriter for one of Australia’s most successful Digital Marketing Agencies, working with e-com clients and SMEs.

ZenSim eSims logo with illustrated mascot

Telecommunications

ZenSim eSims

Fractional CMO for one of Australia’s most exciting startups, responsible for Meta Ads, Klaviyo setup and CRO.

Simply Nootropics logo beside a stack of their supplement tins

E-Commerce · Supplements

Simply Nootropics

CRO specialist and copywriter for a New Zealand-based nootropic and collagen supplement brand, sharpening the site and messaging to turn more visitors into customers.

Thimsa logo

Fintech SaaS

Thimsa

Copywriter and CRO expert for a Dubai-based fintech startup revolutionising C2B and B2B payments.

The proof

Real numbers, straight from a client’s Shopify dashboard.

Gross sales, year on year

$15.6k $553.8k

164 → 3,800 orders

  1. $15.6k 2023
  2. $107.8k 2024
  3. $298.9k 2025
  4. $553.8k 2026 YTD

What drove it

  • Conversion optimisation
  • Copywriting
  • Product iterations
  • Email marketing
  • Meta ads
  • Website UI/UX

Store performance vs previous period

  • Conversion rate 1.97% 40%
  • Total sales $102.6K 76%
  • Orders 828 69%
  • Sessions 40.6K 23%

Real Shopify data All figures from one e-commerce client’s Shopify reports. 2026 is year to date.

Why work with me?

How working with me compares to a typical agency.

Working with DanTypical agency
Who does the work✓ Me, personally✕ Handed to a junior
Scope✓ CRO, copy, Meta ads, email & strategy in one plan✕ Siloed specialists who don’t talk
Response time✓ Within 24 hours on Slack, WhatsApp or email✕ Days, via an account manager
Commitment✓ One-off audits, sprints or ongoing✕ Long retainers and lock-ins
Track record✓ $50M+ generated, 100% Job Success✕ Mixed

Book your free site walkthrough

What founders say

5 out of 5 stars

Doubled website conversions

Looking for a top 1% freelancer for your business? If so, Daniel is your guy. I’ve worked with many freelancers before and it’s safe to say his skills & communication both rank at the very top. I worked with Daniel with the goal of doubling our website conversions and within a few months we achieved that goal.
E-commerce client
5 out of 5 stars

Email conversions up ~30%

He immediately diagnosed some pretty major problems for our site, and created really thoughtful systems to improve our Conversion Rate. Also thanks to his experience in Marketing as a CMO he advised us on many other important aspects of our overall strategy. Since implementing his advice our email CR has improved ~30%.
E-commerce founder
5 out of 5 stars

Web3 and SaaS

I’ve worked with Dan for over 2 years now on various projects. His copywriting and CRO has been instrumental in helping us oversubscribe our investment round, building one of the strongest IPs in Web3 which raised over $40 Million.
Anthony Baxter – CEO, Moonrunners
5 out of 5 stars

Services & Landing Pages

Daniel is one of the best freelancers I have ever worked with in ANY category. I honestly cannot recommend Daniel enough. He’s a 10 star freelancer and I look forward to working with him for a long time.
Joachim Wernersson – CEO, Tree Co
Wildfire Digital
Daniel exceeded my expectations. I needed a CRO specialist and Copywriter to help with the launch of a client’s e-com product and couldn’t believe the quality of work I received on such a tight deadline. We’ve worked together for years since then and I look forward to many more years to come. He’s the ace up my sleeve when things aren’t working.
Leo Roy
Leo RoyFounder

FAQ

What happens on the free site walkthrough?

We jump on a video call and I go through your homepage and a key product page with you, live. I’ll point out the biggest conversion leaks as we go and how I’d fix them, so you leave with a shortlist you can act on yourself. No obligation to work together.

How quickly will I see results?

Quick wins like copy, page fixes and email flows usually go live in the first few weeks. Bigger gains from testing, ads and strategy build over the following months.

What’s the difference between CRO and a Fractional CMO?

CRO focuses on getting more of your existing visitors to buy. As a Fractional CMO I look after the whole marketing engine (ads, email, copy, launches and strategy) part-time, for a fraction of the cost of a full-time hire.

Do you only work with Shopify stores?

Most of my e-commerce clients are on Shopify, but I’ve also worked with SaaS, fintech, service businesses and Web3 launches. The principles of why people buy don’t change.

How involved do I need to be?

After a kickoff call and access to your store, analytics and ad accounts, I take the lead. You’ll get regular updates and a quick check-in so you always know what’s happening and why.

What if it doesn’t work?

Every recommendation is tied to a number we agree on up front, so you’ll always know whether it’s working. And the free walkthrough costs you nothing, so you can see how I think before spending a cent.

You’ll be talking to me, Dan. No sales team.

Book your free site walkthrough

Send me your details and website, and I’ll set up a call where we go through your store together, live.

  • A live walkthrough of your homepage and a key product page
  • The biggest conversion leaks I can see, ranked by impact
  • Fixes you can make yourself, whether we work together or not
  • Honest answers. No pitch, no pressure
  • 100% free
  • Reply within 24 hours
  • No obligation