Toteat web and digital experience

Corporate site UX/UI design, launch and growth optimization on the Progress Sitefinity CMS platform for Toteat, a restaurant SaaS based in Chile. It started with a much smaller in-house Vue 3 scope and grew into a core pillar of Toteat’s 2025–2026 marketing strategy, focused on organic positioning across Chile, Mexico, Peru, Colombia, and Argentina. I owned UX/UI, Analytics and CRO for this project, working hands-on with the dev, product and marketing teams.

The Objective

Drive lead organic acquisition and quality, unify measurement and enable continuous CRO from the site. Establishing a solid baseline to activate Toteat’s organic traffic and acquisition at long term across all markets.

What I learned

The first challenge was shipping something scalable fast. I opened Figma, audited Toteat’s existing design system and site architecture, gathered feedback from key stakeholders, mapped the customer journey, documented user pain points, and iterated. The scope expanded into a full ecosystem with dynamic content: Pricing, Clients, Success Stories, Blog, Landing Pages, Partnerships, Personalization, and much more.

It was a beautiful challenge, and with the right team we delivered on time. Kudos to Mauricio, Aron, Laura, the LFI team and the Cacerola Team. ❤️

The Challenges

• No prior SEO authority or initiatives
• CMS migration and reindexing volatility
• Fragmented data tracking
• Off-domain core pages and unindexed
• Spam/fake leads and duplicate submissions across all funnels
• SEO debt: 404s, metadata, schema, country inconsistency
• Tight timeline
• Lack of prior documentation

Approach

• UX/UI:
  Design of reusable Sitefinity components within a complex CMS enviroment, improved content and input validation, segmented end of funnel pages and content customization.
• Technical SEO:
  New URL structure, Redirects, 404 cleanup, robots/sitemaps, dynamic metadata and schema; fixes in Pricing and Blog.
• Data & Tracking:
  GA4 key events, submission de-duplication, UTM tracking, PostHog dashboards.
• Information Architecture & Content:
  Migrated benefits, referrals, partnerships sections; brought the “Ayuda Toteat” pillar onto the main domain; cleaned heading taxonomy.
• Follow ups
  Monthly site projects and updates with each country manager.

Results

• Organic trend up after go-live and early SEO sweeps
• ~90% fewer 404s and consistent metadata
• Faster, clearer forms with higher conversion rates (from <1% to 4-5%)
• A/B testing pipeline unblocked for fast iteration
• 2× organic visits after the third month live

CRO examples

• Submit de-dupe + progressive button states (“Sending”/“Sent”) on all forms
• Phone validation + country aware microcopy
• Value-based “thank you” pages to drive next steps according to lead segmentation.
• Quick H1/CTA tests and social trust components
• PostHog funnels to surface friction and prioritize fixes