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328 episodes · showing the newest 200

AI Search: Get Your Fashion Products Recommended by AI with Christine Corbin, Thread & Co

Nov 11, 2026 28 min

Christine Corbin has over a decade’s experience in the fashion industry, first working corporate roles at a variety of womenswear and fine jewelry brands and now via her agency Thread & Co. Helping her fashion clients with SEO, Google Ads, CRO, and AI Search. In this episode, past guest Christine shares how fashion and beauty brands can improve their visibility in AI search, from optimising product feeds and creating original product descriptions to making the most of reviews and user-generated content. She also explains why AI search should complement your existing SEO strategy, rather than replace it. Dive in: [04:50] Optimizing product feeds for AI [10:25] Creating original copy for brands [15:51] Consumer skincare journey online [19:36] Leveraging AI for Brand Differentiation [21:35] Insider Tips from Christine! Optimise Your Product Feed to Get Recommended by AI Your product feed is a key part of your AI search strategy. Make sure your product data is accurate, detailed, and easy for AI tools to understand. Include useful details such as sizes, colors, materials, availability, and style attributes. Add customer reviews and information about how products fit in real life where possible. Also, check that AI agents can crawl your website and that your product data is available through Google Merchant Center. Create Original Product Content That Answers Customer Questions AI tools need clear, useful information to understand your products and recommend them to shoppers. Write unique product descriptions for your own website rather than copying the same content across every sales channel. Add FAQs that answer common questions about sizing, materials, care instructions, delivery, and returns. Make customer reviews and user-generated content easy to find on your site. These steps can help AI tools understand your products and increase the chance that shoppers will be directed to your website. Build Your AI Search Strategy Around Your Wider Content Ecosystem AI search...

AI Search: How to Get AI to Recommend Your Products with Jay El-Kaake, Osello

Nov 4, 2026 33 min

Jay El-Kaake cofounded the most popular loyalty software in the world called Smile while he was in college. After that he founded Fera, one the most popular reviews apps for Shopify merchants. Now he's cofounded Osello, a marketplace listing platform optimised for agentic workflows, used by Shopify fashion brands listing on Nordstrom, Macy's, Bloomingdale's, and Target+. In this episode, Jay breaks down how to get your products recommended by AI search, revealing the three key areas eCommerce brands need to focus on: specificity, social proof, and taste. He also explains why 80% of the work is what you should already be doing, and what you can do now to stand out from the competition. Dive in: [06:50] Insights from Shopify.dev Conference [08:42] Shift to AI-driven search [12:25] Optimizing product listings for AI [17:10] Product data and image descriptions [20:04] The value of third-party reviews [23:49] AI training and social interactions [25:47] Insider Tips from Jay! [30:16] Episode sponsored by Osello. Get in touch with Osello for optimized marketplace integration. https://www.osello.com/ Focus on Specificity, Not Just Broad Keywords AI search is changing how shoppers discover products. Instead of chasing broad keywords, make your product titles and descriptions as specific as possible. Include details that matter to your customers, such as colour, fabric, style, and fit. A shopper looking for a red snakeskin silk blouse needs more than a page that simply says “blouse.” These specific details can help AI match your product to the right customer and bring you shoppers who are more likely to buy. Build Social Proof Beyond Your Own Website AI looks at more than your product pages when deciding what to recommend. Positive discussions on Reddit, community forums, third-party review sites, and social media can help build trust in your brand. Jay explains that genuine conversations from real customers can carry more weight than you might expect. Encourage customers to...

Google Ads: Build a Full Funnel Ads Strategy with Silvia Correas Osorno, Stellar Search

Oct 21, 2026 25 min

Silvia Correas Osorno is one of the experts at award-winning digital marketing agency Stellar Search where over the last 11 years she’s risen from junior Digital Marketing Executive to Managing Partner! Driving results for big name brands across luxury, beauty and fashion including huge names like Bloom & Wild, Hotel Chocolat, Moss Bros, Trinny London, and even Tottenham Hotspur. In this episode, Silvia shares how to move beyond bottom-of-funnel Google Ads and build a full-funnel approach that reaches customers across the buying journey. We explore how to choose the right channels, creative and budgets to grow your results without spreading your efforts too thin. Dive in: [05:35] Understanding the marketing funnel stages [06:41] Evaluating marketing platform options [09:48] Choosing the right social media platform [13:28] Understanding Media Measurement Challenges [18:35] Insider Tips from Silvia! [21:39] Episode sponsored by Stellar Search. Get your free Audit from Stellar Search >> https://keepopt.com/stellar Build Beyond Bottom-of-Funnel Google Ads Google Ads can capture customers who are already ready to buy, but it cannot create all the demand your business needs. Silvia recommends getting your bottom-of-funnel activity working first, then expanding into channels that build awareness and reach new customers. Meta, YouTube, Pinterest, TikTok, and Reddit can all play a role, depending on your audience and goals. This full-funnel approach helps create demand that can later convert through Google, organic search, email and other channels. For eCommerce brands, the goal is to build a marketing system that supports the whole customer journey, not just the final click. Choose Fewer Channels and Test Them Properly Adding more ad platforms does not automatically mean getting more growth. Silvia recommends choosing channels based on where your customers spend time, what creative you can produce, and what your budget can support. Rather than testing five new channels at o...

Google Ads: Optimizing Your Product Feed for Better Results with Meriem Nacer, 4M Digital

Oct 14, 2026 32 min

Meriem Nacer has over 15 years’ experience in performance marketing, helping business around the world scale with smart, data-led strategies across Google Ads, Microsoft Ads, Meta Ads and beyond. Since 2019 she’s done all this via her consultancy 4M Digital, and Meriem is also the founder of the Don’t Panic PPC global community. In this episode, Meriem shares how to optimise your Google Ads product feed, from getting the basics right to making better use of product titles, descriptions, categories, product types and custom labels. She also explains how to test feed changes and future-proof your product data for the growing role of AI. Dive in: [04:27] Challenges of optimizing product feeds [08:58] Improving product title SEO [10:31] Optimizing product listings [14:24] SEO and PPC team collaboration [16:38] Using custom labels in Google Ads [19:55] Optimizing Google Ads feeds [24:22] Insider Tips from Meriem! Treat Your Product Feed as a Marketing Asset Your product feed is much more than a technical link to Google Merchant Center. It can shape how Google understands and displays your products. Start by checking your titles, descriptions, images, categories, sizes, colors and key product details. Make sure the information reflects what your customers search for. A well-optimized feed can give your Google Ads campaigns better data to work with. Optimize Product Data Around the Customer Feed optimization should focus on what shoppers need to know, not what the internal brand team wants to see. Put the most useful product information early in your titles and avoid wasting valuable space on details customers already know. Use product types and custom labels to add useful context, such as seasonal terms, categories, promotions or profit margins. Also fix important information on your website where possible rather than relying on feed rules to patch gaps. The goal is to make your product data clearer, richer and more relevant across your marketing channels. Keep Testing an...

Google Ads: Review and Rebuild Your Strategy for Growth with Ger Hayden, Core Optimisation

Oct 7, 2026 31 min

Ger Hayden is the Chief Digital Officer at Core Optimisation and has been deep in Performance marketing for over a decade, and somehow also finds time to be a Digital Marketing Lecturer. Ger’s worked across various sectors and for many clients winning awards and frequently driving triple digital year on year growth. In this episode, Ger and Chloe take a big-picture look at Google Ads and why now is the time to fully review your strategy. They explore how changes in the platform, customer search behaviour, data, creativity and AI should shape the way you approach Google Ads today. Dive in: [03:40] Copywriting in big corporations [06:36] Google Ads and Analytics Changes [12:51] Optimizing Google Ads with Data [14:50] Optimizing PMax for Better Placements [20:39] Attracting new eCommerce customers [22:16] Evolving Strategies for Google Ads [23:36] Insider Tips from Ger! Start Your Google Ads Strategy with Your Customer, Not the Platform Google Ads is still about reaching real people with real needs. Before changing campaigns, bidding or targeting, step back and look at how your customers search and buy. Search is becoming more conversational, with longer and more specific queries driven by tools such as ChatGPT and Gemini. This means your website, content and ads all need to answer customer questions at different stages of the journey. Use tools like Keyword Planner to understand what your customers are really looking for, rather than focusing only on clicks and CPCs. Make Your Data Work for Your Business Good Google Ads performance starts with good data. Your first-party customer data should be connected to Google Ads so the platform can optimise towards the customers and sales that matter most. Make sure your tracking, CRM data and commercial numbers are reliable before you start making strategic decisions. Ger also warns that a strong ROAS does not always mean your business is growing, as Google may be taking credit for sales that would have happened anyway. Look at...

Google Ads: Turn Local Searches into Store Visits with Hannah Zora Strong, Zora Marketing

Sep 30, 2026 33 min

Hannah Zora Strong has spent the last 14 years managing and auditing 100s of Google Ads accounts, and regularly shares her expertise at many Google Ads conferences. She’s worked for some of the biggest agencies in the UK, and for the last 4 years has been running her own called Zora Marketing. In this episode, Hannah takes us through how to use Google Ads for local advertising, from setting up your Google Business Profile and tracking store visits to using Performance Max and local inventory ads to drive more customers to your stores. Dive in: [05:39] Linking Google Business Profile and Ads [07:41] GA4 and Business Profile merge [12:07] Setting up local Google Ads [13:39] Using Performance Max for ads [17:50] Setting campaign goals and optimization [21:27] Setting up local inventory ads [24:28] Insider Tips from Hannah! Connect Your Google Business Profile to Google Ads If you have physical stores, your Google Business Profile is the starting point for local Google Ads. Make sure each location is owned, accurate, and linked to your Google Ads account. This lets you connect ad activity with actions such as store visits, calls, website clicks, and directions. It also gives you a stronger foundation for local SEO and reporting. Use Performance Max and Local Inventory to Reach Nearby Shoppers Performance Max can help retailers put their products and physical stores in front of local shoppers across Google, including Google Maps. Local inventory ads take this further by showing shoppers which products are available at a nearby store. Together, these tools can connect online product searches with store visits and click-and-collect sales. The key is to make sure your product, location, and stock data are accurate so Google has the right information to show shoppers. Give Google the Right Data to Optimise Your Local Campaigns Good local advertising depends on good conversion data. If you want Google to optimise for store visits as well as eCommerce sales, give those visits...

Google Ads: Which New Features Should You Use (and Which Should You Skip)? with Jyll Saskin Gales, Inside Google Ads

Sep 23, 2026 37 min

Jyll Saskin Gales spent 6 years at Google helping their largest advertisers to grow internationally. Now she’s all about helping all of us to improve our Google Ads results via her coaching and courses, the “Inside Google Ads” Podcast AND her bestselling, book “Inside Google Ads: Everything you need to know about Audience Targeting”. In this episode, Jyll cuts through the latest Google Ads updates, explaining which new features are worth using and which you can safely ignore. She also shares what advertisers should be doing now to prepare their campaigns for the holiday season. Dive in: [04:58] Explaining Google Shopping campaigns [09:12] Explaining Smart Bidding Exploration [11:17] Explaining Customer Lifecycle Goals [13:17] Common Google Ads mistakes [19:33] Google Merchant Center AI features [23:11] Using AI for product photos [25:49] Using YouTube for holiday campaigns [29:52] Insider Tips from Jyll! Focus on the Google Ads features that can improve holiday performance Google is adding more bidding, targeting and automation features, but that does not mean every eCommerce business needs to use them. Jyll recommends starting with the features that solve a clear problem in the account. For example, Maximize Conversion Value can help Shopping campaigns focus on revenue rather than clicks, while Promotion Mode is designed to help campaigns respond to a sales period. The key is to choose features that match the business goal and the campaign stage. Don’t switch on new features simply because they are new. Get your customer data and product feed right before relying on AI Google’s newer features depend more than ever on good data. Customer Lifecycle Goals can help advertisers target new, existing and high-value customers, but only when the customer lists are set up correctly. Jyll also highlights the growing importance of the Merchant Center feed, with new product attributes helping Google understand and present products in more ways. This means eCommerce brands shoul...

CRO: Use AI to Improve eCommerce Conversion Rates with Elena Kostova, Uxify

Sep 9, 2026 30 min

Elena Kostova is head of marketing at Uxify, an AI-native digital experience platform that helps websites achieve flawless user experience and double engagement. In this episode, Chloe and Elena explore where AI can genuinely improve eCommerce conversion rates, where human judgment still matters, and how brands can start using AI for CRO without risking their website or their brand. Dive in: [06:23] Balancing AI and human roles [09:24] AI automation in eCommerce [11:21] Analyzing user behavior data [14:02] AI agents in CRO for small brands [18:22] Changing AI and data trends [22:36] Insider Tips from Elena! Start with low-risk AI wins before automating everything Elena’s biggest message was simple: start small. Measure a real problem before you use AI to fix it. Begin with tasks such as image optimization, site speed, or friction removal. These changes are low risk and easy to monitor. Once you see results, you can expand AI into more advanced CRO work. Keep humans in control of branding and copy AI is useful for optimization, but it should not define your brand. Elena warned that shoppers can often spot AI-generated copy and imagery. Generic content makes stores look similar and reduces differentiation. Your product story, tone of voice, and visual identity still need a human owner. Use AI as an assistant, not as the final decision-maker for brand experience. AI changes CRO from periodic testing to continuous optimization Traditional CRO often relies on planned A/B tests that run for weeks. Elena explained that AI agents can optimize parts of the customer journey in real time. They learn from browsing behavior and keep improving as more data arrives. This is especially valuable for smaller Shopify stores that do not have enough traffic for constant formal testing. eCommerce teams can spend less time on routine optimization and more time on strategic growth work. Takeaways: AI is everywhere, but real brand magic comes from genuine experiences and human stories. Peop...

CRO: Reduce Bounce Rates with Faster Site Speed with Jordy Scholing, RUMvision

Sep 2, 2026 32 min

Jordy Scholing is co-owner of RUMVision, where he and the team are obsessed with eCommerce site speed, especially all things Core Web Vitals. Trusted by over 750 companies including Loop Earplugs and Suzuki. In this episode, Chloe and Jordy unpack how site speed affects bounce rates, SEO, and conversion rates – and why Core Web Vitals should be monitored continuously, not checked once and forgotten. They also share practical ways to turn performance data into actions that improve the customer experience and drive more sales. Dive in: [04:56] Improving website loading speed [09:54] Web performance monitoring tools [13:08] Audience differences in web traffic [16:30] Importance of Core Web Vitals [18:33] Optimizing website speed for users [21:43] AI's impact on web layout shifts [23:37] Insider Tips from Jordy! Site speed is a conversion problem, not just a technical problem Jordy explained that shoppers can leave a site in seconds if it feels slow. On mobile, it only takes one swipe to return to Google and choose a competitor. That means every extra second can hurt revenue. Fast landing pages are important, but the rest of the journey matters too. Product pages, carts, and checkout pages must all feel quick and responsive if you want to reduce bounce rates and increase sales. Core Web Vitals should be monitored continuously One of the biggest lessons in the episode was that Core Web Vitals are not fixed numbers. Performance changes based on the visitor’s device, internet connection, location, and browsing conditions. A campaign that attracts more users on cheaper smartphones can make your performance scores worse overnight. That is why Jordy recommends monitoring real user data regularly, not checking a score once a year. eCommerce teams should treat site speed like a live business metric and keep it on their dashboards. Passing Core Web Vitals is only the starting point Jordy made a useful distinction between SEO and CRO. For SEO, the goal is to pass Google’s Core We...

CRO: Turn Customer Behaviour Data into More Sales with Carolina Dibb, Carolina Dibb Consulting

Aug 26, 2026 31 min

Carolina Dibb set up her own CRO consultancy in 2023 after working with mega brands including Amazon, MR PORTER, and the British Museum Company. At her consultancy she help’s independent eCommerce brands understand customer behaviour and improve website performance through customer insight, analytics and optimisation strategy. In this episode, Carolina explains how to move beyond surface-level metrics and use customer behaviour data to uncover what’s really stopping shoppers from converting. She shares a practical framework for identifying opportunities, prioritising changes, and making smarter optimisation decisions. Dive in: [05:38] Identifying and optimizing narratives [07:22] Analyzing Metrics and Conversion Rates [13:26] Optimizing eCommerce conversion rates [14:24] Challenges of A/B testing in marketing [19:29] Reviewing metrics for strategic focus [21:44] Improving product setup processes [25:27] Insider Tips from Carolina! Let Customer Behaviour Data Lead Your CRO Strategy The best CRO decisions start with data, not opinions. Carolina explains that many brands jump straight to solutions before understanding the real problem. Instead, look at your analytics, heatmaps, and customer feedback together to uncover the story behind the numbers. Break your data down by product, page, traffic source, or customer type to find patterns. When you understand how customers actually behave, you can focus your efforts where they will have the biggest impact. Turn Metrics Into Actionable Insights A conversion rate is just a number until you understand what is driving it. Carolina encourages brands to dig deeper instead of looking at overall performance alone. Find out where shoppers are dropping off and why. Someone who never adds to cart needs a different solution than someone who abandons checkout. Looking at customer behaviour in context helps you build stronger hypotheses and make smarter optimisation decisions. Focus on Continuous Improvement, Not Perfect Testing Not ev...

CRO: 5 Mistakes Quietly Killing Your eCommerce Conversion Rate with Ashu Dubey, Alhena AI

Aug 19, 2026 33 min

Ashu Dubey is CEO of Alhena AI, where they’re focused on reshaping the future of online shopping through AI innovation from AI Search engines through to every customer interaction. Clients include Victoria Beckham, dryrobe, Crocus, and Unilever Prestige. In this episode, Ashu joins Chloe to break down the five conversion mistakes quietly costing eCommerce brands sales, from confusing product pages to underused AI tools. He shares practical fixes you can implement quickly to improve conversions, create a better shopping experience, and turn more visitors into buyers. Dive in: [05:10] AI personal shopping agents [09:32] Designing Clear Website CTAs [12:11] Improving chatbot engagement [16:25] AI nudges for indecisive shoppers [18:45] Improving social interaction in shopping [20:57] Educating users on AI capabilities [23:55] Insider Tips from Ashu! [29:56] Episode sponsored by Alhena AI. Head to Alhena.ai https://alhena.ai/ to book a demo. 1. Making every CTA scream Many eCommerce sites add too many bright buttons and promotional messages to the product page. These extra calls to action compete with the Add to Cart button. Shoppers get distracted and stop moving toward purchase. Ashu’s advice is simple: give each page one clear primary action. Every other button, banner, or tool should support that action, not fight with it. 2. Hiding your best sales associate in a chat bubble Brands often invest in powerful AI tools and then hide them in a small chat icon. Most shoppers only use chat bubbles for support questions after a purchase. They rarely think to use them for product discovery. Ashu recommends placing AI prompts directly on product and category pages. Make help visible where shoppers are already making decisions. 3. Assuming shoppers know what they want Filters and product grids work for confident buyers, but many visitors arrive unsure of what to choose. A good store associate asks questions and narrows the options. Ashu believes your website should do the same....

CRO: Fix Your Trust Gaps to Increase Conversions with Rebecca Boyle, Lissah & Boyle

Aug 12, 2026 32 min

Rebecca Boyle is a brand strategist and fractional CMO at Lissah & Boyle. In this episode, Rebecca explains how identifying and fixing trust gaps can dramatically improve your conversion rate. From creating a distinctive brand voice to using stronger social proof and customer research, she shares practical ways to build confidence and turn more visitors into customers. Dive in: [06:09] Using visuals for credibility [09:42] Using a consistent brand voice [13:28] Understanding Unique Selling Points [17:09] Improving product testimonials and guarantees [20:13] Connecting Emotion to Product Benefits [22:09] Understanding Ideal Customer Profiles [25:49] Insider Tips from Rebecca! Trust is built long before the checkout Many brands think about trust only at checkout. Rebecca explains that trust starts much earlier. Every touchpoint matters, from your social posts to your homepage and product pages. Small signals like clear messaging, testimonials, guarantees, and consistent branding all help customers feel confident. When shoppers trust your business at every stage, they are more likely to buy and less likely to compare you with competitors. Differentiate your brand, not just your products If your products are similar to everyone else's, your brand needs to stand out. Rebecca encourages businesses to focus on what makes them genuinely different. That could be your customer service, your personality, your expertise, or the experience you provide. Then make that difference visible in every piece of copy you write. A consistent brand voice helps customers remember you and gives them a reason to choose you over another store selling similar products. Write for your customer, not your product Product features are important, but they rarely close the sale on their own. Customers want to know how a product solves their problem or improves their life. Rebecca recommends talking to customers, reading reviews, and using forums like Reddit to understand the language they use. That r...

Email: Improve Deliverability with a Smarter Lifecycle Strategy with Chintan Doshi, Mavlers

Jul 29, 2026 45 min

Chintan Doshi is Senior Director of Marketing Automation at Mavlers, a global email marketing and CRM agency with over 700 people across 52 countries. Day to day he works across multiple platforms including Salesforce Marketing Cloud, Braze, Klaviyo, and HubSpot, driving performance for global clients. In this episode, Chintan explains why email deliverability is the result of a strong lifecycle strategy—not just technical setup. He shares practical advice on building customer trust, maintaining list health, and measuring the metrics that really drive long-term email performance. Dive in: [08:24] Impact of Email Deliverability Issues [12:23] Building Email Inbox Trust [15:11] Focusing on customer behavior signals [18:47] Focusing on meaningful email metrics [19:52] Analyzing email marketing metrics [23:38] Email marketing frequency and list hygiene [28:46] Importance of channel-specific consent [32:15] Improving email engagement strategy [33:35] Insider Tips from Chintan! Episode sponsored by Mavlers. Book a meeting with the Mavlers team at https://www.mavlers.com/ Treat Deliverability as a Business Strategy, Not a Technical Problem Many brands think email deliverability is just about authentication and inbox placement. Chintan argues that it starts much earlier. It comes from sending relevant content to people who actually want to receive it. When subscribers engage with your emails, inbox providers reward your sender reputation. Better deliverability leads to more opens, more clicks, and ultimately more revenue. Prioritize a Healthy Email List Over a Bigger One A large email list is not always an advantage. Chintan recommends focusing on engaged subscribers instead of trying to email everyone. Make it easy for people to unsubscribe if they no longer want your emails. Regularly remove inactive contacts and run win-back campaigns before sunsetting them. A smaller, healthier list will outperform a large database filled with disengaged subscribers. Measure Business...

Email: Clean Your Email List to Improve Deliverability and Engagement with Nina De la Cruz, Getsitecontrol

Jul 22, 2026 25 min

Nina De la Cruz is one of the team at Getsitecontrol, an on-site engagement and email marketing platform used by 1,000s of eCommerce brands worldwide. If your email performance has started to slip, your list could be the culprit. Nina reveals how better list hygiene can improve engagement, strengthen deliverability, and help you get more value from every email you send. Dive in: [04:51] Importance of cleaning email lists [07:05] Email list cleaning steps [11:48] Email list cleaning strategies [14:44] Evaluating aggressive list growth strategies [18:17] Insider Tips from Nina! Treat Your Email List as an Asset, Not a Vanity Metric Many brands focus on growing their email list as quickly as possible. Nina argues that list quality matters more than list size. A large list filled with inactive or disposable addresses will hurt your results. It can reduce engagement rates and damage your sender reputation. eCommerce brands should focus on attracting subscribers who genuinely want to hear from them and are likely to become customers. Clean Your List Before Problems Affect Deliverability Email list cleaning should happen before deliverability issues appear. Nina highlights three key moments to review list quality: during platform migrations, after aggressive list-building campaigns, and before re-engagement sends. These activities often introduce low-quality or inactive contacts into your database. Sending to those contacts can trigger spam filters and lower inbox placement rates. Regular list cleaning helps ensure your best customers continue receiving your emails. Use Engagement Data to Protect Future Performance Mailbox providers are paying more attention to how subscribers interact with your emails. If too many people ignore your messages, future campaigns may struggle to reach the inbox. That makes subscriber engagement a critical metric for every eCommerce marketer. Nina recommends automating re-engagement campaigns and removing contacts who no longer interact with y...

Email: 4 Ways to Improve Your Popups with Taras Talimonchuk, Claspo

Jul 15, 2026 32 min

Taras Talimonchuk is the CMO at Claspo, experts in popups for both email sign ups and CRO. As well as providing excellent popup software (we use it ourselves on the Keep Optimising and other websites!) they also do a TON of research into what’s working. If your popup strategy begins and ends with "10% off for your email address," this episode will give you a lot to think about. Taras reveals how leading brands are using segmentation, personalization, and gamification to turn more website visitors into loyal subscribers and customers. Dive in: [06:20] Identifying buyer journey stages [08:13] Tailored customer pop-up strategies [10:49] Optimizing pop-up marketing tactics [14:45] Implementing Spam Prevention Checks [17:44] Testing email gate strategies [23:01] Cart recovery strategies [25:06] Discussing popup strategies [25:36] Insider Tips from Taras! 1 - Improve How You Deploy Your Popups Most brands still show the same popup to every visitor. Taras argues that this approach leaves money on the table. Instead, tailor your popups based on who the visitor is, where they came from, and where they are in their buying journey. A first-time visitor from Google may need education or a quiz, while a returning visitor may respond better to an offer. The more relevant the popup, the more likely it is to convert the right people into subscribers and customers. 2 - Focus on Data Quality, Not Just List Growth A bigger email list is not always a better email list. Bots and fake signups can damage your sender reputation and hurt deliverability. That means your emails may stop reaching genuine customers. Taras recommends validating email addresses before they enter your ESP and regularly reviewing signup quality. Clean data leads to better engagement, better deliverability, and more revenue from email marketing. 3 - Use Gamification the Right Way Gamified popups can drive excellent results when they are simple and fair. Many brands make the mistake of hiding rewards behind an email...

Email: How to Build a B2B eCommerce Email Strategy That Drives More Sales with Kyler Nixon, Forward Studios

Jul 8, 2026 37 min

Kyler Nixon is the co-founder of Forward Studios, and host of the Darn Good Distributors podcast. And he’s all about B2B eCommerce. Especially how to use email marketing to grow B2B eCommerce sales. From intent-based segmentation and plain-text campaigns to smarter abandoned cart flows and email deliverability, Kyler shares a refreshingly simple approach to B2B eCommerce email marketing. If you're selling to businesses, there's plenty here to help you generate more revenue from email. Dive in: [06:25] Working with distributors online [11:46] Segmenting for purchase readiness [13:53] Identifying High-Intent Customers [18:21] B2B sales strategies without discounts [19:17] Challenges in B2B marketing [22:48] Engaging email marketing results [27:03] Insider Tips from Kyler! Segment Customers by Buying Intent, Not Email Engagement One of Kyler's biggest lessons is that B2B buyers should be segmented based on buying intent rather than email engagement. A customer who opens every email is not necessarily ready to place an order. Instead, look for signals like product views, quote requests, repeat visits, or items added to a cart. These actions tell you who is actively in the market. For eCommerce brands, this means sending more sales-focused emails to high-intent customers while nurturing everyone else until they are ready to buy. Simple Emails Often Outperform Beautiful Ones Many eCommerce teams spend hours designing complex email campaigns. Kyler argues that B2B buyers want something much simpler. His best-performing emails are often plain text, under 100 words, and contain just one link. Busy buyers do not want to scroll through a digital catalogue. They want a clear message that helps them solve a problem or place an order quickly. Even DTC brands can learn from this by testing simpler emails that focus on action rather than design. Stop Relying on Discounts to Drive Sales Discounts are a common tool in eCommerce, but Kyler believes they are often less effective in B2B...

Email: How to Find Endless Newsletter Content Ideas with Kate Hammond, Sunbeam Marketing

Jul 1, 2026 29 min

Kate Hammond has been delivering CRM strategies in global markets since 2009. Specialising in DTC growth, mainly on Klaviyo and Ometria, via her agency Sunbeam Marketing she helps brands like Rani & Co, Noble Panacea, and Saira to build out their email marketing driving loyalty and retention. Tune in to discover Kate's framework for generating endless newsletter ideas, creating more relevant email content, and building stronger customer relationships. Plus, she shares her advice on email frequency, content planning, and the role of automated flows in driving revenue. Dive in: [04:35] Startup experience and strategic growth [08:40] Shifting mindset to customer needs [12:32] Highlighting product uniqueness [15:48] Analyzing seasonal market trends [18:57] Nurturing email lists effectively [21:50] Insider Tips from Kate! Stop Thinking About What You Sell and Start Thinking About Why Customers Buy One of Kate's biggest lessons is that great email content starts with customer motivation. Many brands focus their newsletters on products, categories, and promotions. But customers care more about the problems those products solve. Instead of sending an email about dresses, send one about wedding season, holiday packing, or finding an outfit for a special event. When you focus on why people buy, you unlock far more content ideas and create emails that feel more relevant and useful. Build Your Newsletter Strategy Around Content Buckets When you're struggling for ideas, having a content framework makes planning much easier. Kate recommends creating content buckets such as educational content, seasonal topics, brand stories, product spotlights, customer reviews, and promotional campaigns. This approach helps you avoid sending the same type of email over and over again. It also creates a more balanced experience for subscribers. For eCommerce brands with a small product range, content buckets are a simple way to keep newsletters fresh without constantly launching new products. Foc...

Meta Ads: 6 Creative Myths Busted with Aggie Meroni, White Bee Digital

Jun 17, 2026 45 min

Aggie Meroni is the founder and CEO of White Bee Digital, a paid social agency supporting eCommerce businesses as they scale. AND the author of the Amazon best seller book “Crack The Code: The Strategic Meta Ads Framework To Scale Your eCommerce Brand”. Returning guest Aggie joins Chloe to separate fact from fiction in the world of Meta Ads. Together, they unpack six common creative myths and reveal the strategies helping eCommerce brands get better results from their ad spend in 2026. Dive in: [09:45] Focusing on eCommerce fundamentals [11:31] Understanding ad volume based on budget [14:51] Building a creative system [17:25] Challenges using AI for ad creation [22:22] Using AI in marketing content [24:40] Using AI for ad video snippets [26:41] Testing ad angles effectively [31:50] Importance of video in advertising [34:05] Managing Meta ads for clients [36:58] Insider Tips from Aggie! Myth #1: If Your Ads Aren’t Working, You Have a Creative Problem Many brands assume poor results mean their ads are bad. Aggie says that is often not true. Creative is important, but it is only one part of the equation. A weak website, a poor offer, or incorrect profitability targets can all hurt performance. Before blaming your ads, make sure the rest of your marketing and eCommerce setup is working properly. Myth #2: You Need to Test 50 Creatives a Week This advice gets repeated a lot, but it lacks context. Brands with massive budgets may need a high volume of creatives. Smaller brands usually do not. Aggie says the focus should be on creating the right ads, not the most ads. A clear creative system will outperform random volume every time. Myth #3: AI-Generated Creatives Are a Quick Fix AI can help speed up parts of the creative process, but it is not a complete solution. It still needs direction, strategy, and human oversight. Most AI-generated ads require editing before they are ready to use. Brands that expect AI to do everything often end up frustrated. The best results come wh...

Meta Ads: Drive More Sales Using Partnership Ads with Christina Bell, Webtopia

Jun 10, 2026 36 min

Christina Bell is the Head of Strategy at Webtopia UK, a performance marketing agency focused on helping high-growth, founder-led DTC brands scale with data, testing, and storytelling. In this episode, we explore how eCommerce brands can use Meta partnership ads to improve ROAS, reduce ad costs, and build more effective creator-led campaigns. Christina shares practical strategies for testing, optimisation, and preparing your Meta ads strategy for peak sales periods. Dive in: [04:54] Explaining partnership ads on Meta [08:27] Making advertising simple for everyone [09:56] Testing and integrating partnership ads [15:24] Partnering with content creators [16:41] Collaborations with Social Media Influencers [21:30] Understanding Customer Profiles [24:17] Optimal initial ad spend percentage [28:16] Insider Tips from Christina! [32:18] Episode sponsored by Webtopia. Get in touch with Team Webtopia for your free growth audit. Partnership ads work best when you test early and test often One of the biggest lessons from this episode is that partnership ads are not a quick win. They need time and structured testing. Too many brands try one creator, see mixed results, and stop too soon. Christina explains that success comes from testing multiple creators, hooks, and messaging angles over several months. For eCommerce brands, this matters because consistent testing helps you find the creative combinations that will scale when competition gets more expensive. Know your customer before you build your campaigns Strong Meta ad performance starts with customer understanding. Christina stresses that brands must know who they are selling to, why people buy, and what motivates action. This insight shapes everything from creator selection to ad messaging and creative hooks. If your customer insight is weak, your partnership ads will feel generic and underperform. For practitioners, this is a reminder that better audience research often beats more ad spend. Set a realistic test budget and...

Meta Ads: Optimising Hook Rates for Higher ROAS with Komal Singh & Prudhvi Raj, 4XDigital AI

Jun 3, 2026 34 min

Komal Singh is the founder and CEO & Prudhvi Raj is the Director of Customer Success at 4XDigital AI an AI-powered advertising system that plans, launches, and continuously improves your ad campaigns as you grow. Returning guest Komal is back on the podcast alongside Prudhvi to break down one of the most important — and most overlooked — Meta Ads metrics: hook rates and hold rates. In this episode, they explain how eCommerce brands can optimise video creative to stop the scroll, hold attention, and improve overall Meta Ads performance. Dive in: [05:28] Evaluating creative quality in ads [07:37] Understanding hook rate in ads [11:25] Importance of engaging early viewers [14:05] Balancing the hook and hold rate [18:39] Importance of consistent messaging [20:51] The downside of clickbait strategies [23:49] The pitfalls of using clickbait [26:46] Insider Tips from Komal and Prudhvi! Your first three seconds decide if your Meta Ad works Komal and Prudhvi explain that the “hook” is the most important part of a video ad. If shoppers do not stop scrolling in the first three seconds, the rest of the ad does not matter. That is why tracking hook rate is so important. It shows how many people actually paused to watch your content. For ecommerce brands spending heavily on Meta Ads, improving the hook can quickly lower wasted ad spend and improve overall campaign performance. Good creative is not enough if the rest of the funnel fails The episode highlights that Meta Ads performance should be measured across the full funnel. A strong hook and high hold rate will not save a weak landing page or a poor checkout experience. The guests explain that brands need to look at every stage, from video engagement to clicks, conversions, and checkout completion. This helps ecommerce teams spot exactly where customers are dropping off. Instead of guessing what is wrong, brands can make smarter improvements based on real data. Clickbait hooks can damage your brand and your ROAS...

Meta Ads: What to Do at Every Stage of eCommerce Growth with Kathie Feng, Signal Growth

May 27, 2026 30 min

Kathie Feng is the founder and growth architect at Signal Growth, and has recently started as Director of Omnichannel Digital Marketing at Footlocker. She has over 13 years experience at the cutting edge of customer acquisition across all sizes of eCommerce store. In this episode, Kathie explains how to approach Meta ads at different stages of growth, from early testing to serious scale. She shares practical advice on when to test, when to increase spend, and the common mistakes that can quietly hold back eCommerce growth. Dive in: [05:25] Testing Meta ads and best practices [08:52] Scaling through testing and learning [12:34] Testing strategies after growth [16:01] Meta ads misconceptions for beginners [19:42] Analyzing consumers and optimizing ads [20:46] Optimizing ad campaigns strategically [23:30] Insider Tips from Kathie! Get your foundations right before you scale Meta ads work best when the basics are already clear. Kathie Feng calls this the “winning triangle”: product, audience, and offer. eCommerce brands need to know exactly who they are selling to and why that customer should care. If the product-market fit is weak, more ad spend will only waste money faster. Before pushing budget up, make sure the product solves a real problem and the offer feels easy to say yes to. Use early-stage ad spend to learn, not just to sell In the early growth stage, small budgets should buy insights first. Instead of trying to scale too fast, use those first campaigns to test one thing at a time. Try different hooks, audiences, creative formats, or offers. This makes it much easier to see what actually moves performance. For eCommerce teams, this approach reduces risk and helps build a much stronger base before larger spending starts. Creative is the lever that matters most as you grow As competition increases, better creative often matters more than more targeting. Kathie stresses that the first two seconds are critical because shoppers decide very fast whether to keep watc...

Meta Ads: Leverage UCP and First-Party Data for Meta Ads Success with Yiqi Wu, Aimerce

May 20, 2026 36 min

Yiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party data. Yiqi is a returning guest, and this time she dives into how to use first-party data, tracking, and catalogue optimisation to improve targeting, reduce CAC, and future-proof your Meta Ads strategy. Dive in: [05:29] Improving eCommerce sales funnel [08:43] Understanding click ID tracking [13:00] Discussing data collection challenges [14:29] Tracking visitors with first-party cookies [19:06] Understanding first-party data types [20:04] Shopify's public catalog API & UPC Universal Commerce Protocol [23:21] AI traffic potential in 5 years [28:11] Understanding customer insights for marketing [29:13] Insider Tips from Yiqi! Episode sponsored by Aimerce. Find out more Inside DTC Marketing Tech https://www.aimerce.ai/blogs?utm_source=keep_optimizing_podcast First-party data is now your biggest competitive advantage First-party data is no longer optional for eCommerce brands. It is the foundation of high-performing Meta Ads. Yiqi explains that the most valuable data points are email and click ID. These help Meta understand who is taking action on your site. Without this, the algorithm cannot optimize properly. Brands that collect and connect this data well will see better targeting, lower CAC, and stronger results. Tracking is broken unless you take control of it Relying on basic pixel setups is no longer enough. Privacy changes and cookie limits mean platforms cannot track users like they used to. You need to collect and send your own data using first-party tracking. This allows you to track users for longer and with more accuracy. It also improves attribution across Meta, Google, and email. If your tracking is weak, your decisions and ad performance will suffer. Your product data will shape your future visibility AI is changing how customers discover products. Tools like AI agents are starting to pull from s...

Growth: Turn Reddit into a Powerful eCommerce Growth Channel (and Win AI Search) with Danny Kirk, ReddiReach

May 6, 2026 31 min

Danny Kirk is founder of ReddiReach, where he’s worked with over 250 eCommerce brands to help them use Reddit as part of their marketing activity. In this episode, Danny explains why Reddit is becoming a critical channel for influencing AI search results and brand discovery. He also shares practical strategies for building trust, driving traffic, and growing your eCommerce brand through authentic community engagement. Dive in: [06:24] Early days of AI branding [08:32] Using Reddit for brand growth [10:35] Sticking to ethical marketing [14:52] Posting strategies for niche brands [17:06] Encouraging customer stories on Reddit [21:26] Understanding subreddit culture [23:42] Insider Tips from Danny! Reddit Shapes How AI Sees Your Brand AI tools like ChatGPT and Google’s AI results rely heavily on Reddit content. That means your brand reputation on Reddit can directly influence how AI recommends you. If your brand is not mentioned, AI may ignore you or get things wrong. You do not need backlinks to win here. You need consistent, positive mentions in real conversations. Start early, because this space will only get more competitive. Help First, Sell Never (At Least Not Directly) Reddit users dislike obvious marketing. If you push your product, you will get ignored or downvoted. The winning approach is to be helpful in comments. Answer real questions and share useful insights. Mention your brand only when it adds value. This builds trust and makes people more likely to choose you later. Consistency Beats Hacks on Reddit Reddit is not a quick win channel. You need to show up often and engage like a real person. Focus on a few key subreddits where your audience is active. Learn the rules and tone before you post. Avoid automation and shortcuts, as these will likely get penalized. Over time, this steady effort can drive traffic, sales, and AI visibility. Takeaways: Reddit’s power lies in authentic community. Brands that focus on building tribes, not pushing products, create l...

Growth: Using Consumer Psychology to Drive More Conversions with Colin Hodge

Apr 29, 2026 35 min

Colin Hodge is the author of the brand new book “Outrageous Startup Growth: Uncovering the Secrets of User Psychology to Scale Your Success”. Based on his experience scaling startups to over 100 million users. In this episode, Colin shares how to apply customer psychology to drive real eCommerce growth, from improving your funnel to increasing conversions and pricing more effectively. Expect practical, testable ideas you can implement straight away to turn insight into revenue. Dive in: [05:09] Mindset shifts for entrepreneurship [08:08] Understanding user psychology [13:22] Finding and fixing funnel leaks [14:49] Using psychology to improve ads [19:30] Experimenting with pricing strategies [25:13] Explaining decision engineering basics [26:45] Using emotional moments for loyalty [28:36] Insider Tips from Colin! Start with Customer Empathy, Not Just Data Too many eCommerce brands rely on dashboards and forget there are real people behind the numbers. This episode shows that growth starts with understanding how your customers feel, think, and behave in the moment. You should go beyond basic personas and dig into motivations, frustrations, and context. Talk to customers, watch how they use your site, and even try the journey yourself. This helps you spot hidden barriers and missed opportunities. When you build with empathy, your marketing and product decisions become far more effective. Fix Your Funnel Before Scaling Acquisition It’s tempting to pour more budget into ads, but that often wastes money if your funnel is leaking. Instead, focus on where customers drop off early in the journey. Small improvements here can unlock big growth. Once your funnel performs better, you can scale acquisition with confidence. At the same time, study your best customers to understand what made them convert. Then use those insights to attract more people like them. Use Psychology to Influence Buying Decisions Pricing, messaging, and design all shape how customers decide to buy. This e...

Growth: Turn Discounts into a Profit Engine with Smarter Promotion Strategy with Dan Bond, RevLifter

Apr 22, 2026 33 min

Dan Bond is VP of Marketing at RevLifter, an eCommerce technology company helping retailers optimize conversions through intelligent promotional offers. Working with eCommerce brands as diverse as Laithwaites, Club L London, and Radley. In this episode, Dan explains why most brands are leaving money on the table with blanket discounts and reactive promotions. He shares how to build a smarter promotion strategy that increases conversion and average order value while protecting your margins. Dive in: [05:39] When promotions go wrong [06:57] Setting a discount strategy [10:49] Strategic discounting and incentives [13:46] Adapting to external changes [17:01] Helping retailers with managed services [22:18] Driving sales with add-ons [24:34] Insider Tips from Dan! Treat discounts as a strategy, not a last-minute tactic Most eCommerce brands use discounts as a quick fix when sales dip. That approach leads to wasted margin and poor long-term results. Instead, you need a clear plan for when and why you discount. Decide who should see offers, which products qualify, and what level of discount makes sense. This helps you stay in control of your brand and profitability. A simple strategy beats random promotions every time. Measure deeper than revenue and conversion rate It’s easy to focus on top-line metrics like revenue and conversion rate. But these numbers can hide real problems. A promotion may boost sales while hurting your margins or attracting low-value customers. You need to track metrics like profit, customer lifetime value, and incremental lift. Always ask: would this sale have happened without the discount? Better measurement leads to better decisions and stronger growth. Test, personalize, and optimize continuously There is no “set and forget” promotion strategy. What works today may not work next month. You should test different offers, audiences, and timings on a regular basis. Use customer behavior to personalize offers instead of giving the same deal to everyone...

14 Top Tips to Grow Your eCommerce Store

Apr 15, 2026 24 min

You’re listening to a milestone episode – the Keep Optimising Podcast’s Episode 300!! 🎉 To celebrate, Chloe Thomas has brought together 13 expert guests and asked them one powerful question: “What’s your top tip for eCommerce growth right now?” The result? A fast-paced, insight-packed episode covering everything from brand building and data foundations to popups, promotions, and performance marketing. Here’s our guest line-up for this special episode: Dan Coleman from Coleman Marketing,Amy Budd from Launch,Jaye Cowle from Launch,Lucy Bloomfield from Magic Marketer,Stephen Honight from The Lmo7 Agency,Sam Wright from Blink SEO,Charlie Semmence from Leaf Signal,Roman Petrochenkov from Carwow,Anna Wilson from Key Ascent,Fiona Thompson from LoyaltyLion,Dan Bond from RevLifter,Taras Talimonchuk from Claspo,and Eric Sheinkopf from The Desire Company. It’s the episode you’ve been waiting for — so tune in to hear 14 actionable tips to help you grow your eCommerce business smarter, faster, and more profitably 🚀 Find the notes here: https://keepopt.com/300 **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsor Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

Growth: 3 Pillars of Creative to Beat the Attention Recession with Amy Budd, Launch

Apr 8, 2026 34 min

Amy Budd is the Client Services Director at Launch, a B Corp performance marketing agency that helps brands grow in a way that actually lasts. Mixing smart data with creative thinking to build campaigns that work, now and also in the long run. Happy clients include Weird Fish, Piglet In Bed, and Green People. In this episode, Amy shares how brands can cut through today’s “attention recession” by improving their creative strategy. She breaks down three practical pillars that will help you stand out, connect with your audience, and drive stronger results across your marketing. Dive in: [05:14] "Attention Recession Explained" [07:52] "Maximizing Brand Growth Channels" [09:52] "Building Distinctive Brand Assets" [14:01] "Relevance, Research, and Brand Nuance" [17:45] "Niche Defines Brand Positioning" [19:12] "Mastering Ads in Seconds" [23:08] "Maximizing ROI with Balanced Strategy" [27:00] Insider Tips from Amy! [31:04] Episode sponsored by Launch. Find out more at https://keepopt.com/launch Pillar 1: Be instantly recognisable, even without your logo Your brand should be easy to spot in seconds. Most shoppers scroll fast and do not read. They react to visuals first. Use consistent colours, fonts, and styles across all your ads. Aim to pass the “blur test,” where people still know it’s you without a logo. For eCommerce brands, this builds memory and trust over time, which lowers your cost to acquire customers. Pillar 2: Make your messaging truly relevant to your customers Relevance starts with understanding how your customers think and speak. Do not rely on product descriptions alone. Use real customer reviews, feedback, and support queries to shape your messaging. Highlight the small details that matter, like “has pockets” or “easy to clean.” These simple insights often drive more clicks and sales than generic claims. For eCommerce teams, this is one of the fastest ways to improve ad performance. Pillar 3: Create emotional content that stops the scroll You have about 1...

SEO GEO: 3 Key Pillars of Helpful Content for Google SEO with Amanda Walls, Cedarwood Digital

Mar 25, 2026 32 min

Amanda Walls is the founder and director of Cedarwood Digital – who were recently awarded the Best Small Integrated Agency in Europe & the UK 2025. They are a sort after global agency for SEO, PPC and Digital PR. In this episode, Amanda joins Chloe Thomas to break down the three pillars of helpful content for Google SEO. They explore how eCommerce brands can strengthen their product pages, category pages, and trust pages to improve rankings, build credibility, and convert more shoppers. Dive in: [06:12] SEO's Evolution: User-Centric Search [07:01] Google's Focus on User Intent [12:46] "Importance of Trust-Building Pages" [15:09] "About Us vs. Contact Us" [18:39] "Mid-Funnel Shopper Content Strategy" [20:24] "Audit Blogs: Value Over Volume" [24:11] Insider Tips from Amanda! First Pillar: Product Pages Product pages are the most important content on an eCommerce site. Many shoppers land directly on them from search when they already know what they want. Your job is to make the page answer every key question about the product. Include clear descriptions, specs, images, delivery details, and reviews. Avoid thin manufacturer copy and add helpful information your customers actually need. When product pages are detailed and trustworthy, they rank better and convert more visitors. Second Pillar: Category Pages Category pages help shoppers who are still exploring their options. They sit between the homepage and individual products and group related items together. These pages are perfect for broader searches such as product types, brands, or styles. Add short, helpful text that explains what the category includes and how to choose. Filters, clear navigation, and useful descriptions help users compare products easily. Well-optimised category pages capture research-stage traffic and guide shoppers deeper into your store. Third Pillar: Trust Pages (About, Contact, and Credibility) Trust pages prove that your business is real and reliable. Important examples include the About Us...

SEO GEO: Category Page SEO Dos and Don’ts with Liv Day, Digitaloft

Mar 18, 2026 35 min

Liv Day is the SEO Lead at Digitaloft, where she crafts ROI-led SEO strategies that deliver a fast impact for their clients. In this episode, Liv shares how to turn your eCommerce category pages into powerful revenue drivers – without stuffing them with endless SEO copy. We dive into practical fixes, smart internal linking strategies, and how to prepare your store for the rise of AI search and agentic commerce. Dive in: [06:12] "Optimizing Collection Pages Effectively" [09:15] "eCommerce Site Structure Insights" [10:41] SEO, UX, and Engagement Signals [15:40] "Optimized Copy Boosts Rankings" [18:42] "Internal Linking Pitfalls Explained" [21:23] "AI Search Optimization for eCommerce" [25:57] Insider Tips from Liv! Do: Keep Category Page Copy Tight and Conversion-Focused Write copy that helps shoppers choose. Focus on product types, benefits, and buying considerations. Keep it clear and commercially relevant. Around 300–500 words are often enough. Avoid: Adding 2,000 words of fluff about “What is a dress?” or product history. More words do not mean more value. Do: Build a Clear Internal Linking Structure Link parent categories to subcategories and back again. Use descriptive anchor text like “red dresses” instead of “click here.” Make your hierarchy obvious to both users and Google. This improves crawlability and navigation. Avoid: Weak anchor text and Shopify non-canonical product URLs that dilute ranking signals. Do: Optimise for AI Search with Better Product Data Prepare for AI-driven shopping now. Keep your product feeds clean and complete. Add structured data and FAQs that answer real buying questions. Optimise for long-tail and comparison queries. Avoid: Ignoring product feeds and Merchant Center setup while competitors prepare for agentic commerce. Takeaways: SEO isn’t just spreadsheets and keywords. It’s about understanding people. Liv reminds us: Don’t create content for Google. Create for real humans. When you serve users first, search engines will reward yo...

SEO GEO: Turn Your Shopify Product Data into an AI Search Growth Engine with Sam Wright, Blink

Mar 11, 2026 30 min

Sam Wright is the Managing Director at specialist eCommerce agency Blink, the Shopify marketing agency for large catalogue stores. Sam’s been in SEO since 2007, and in eCommerce since 2002. In this episode, returning guest Sam breaks down how large Shopify brands should be structuring their product data and taxonomy to succeed in both SEO and the fast-evolving world of AI search. He talks about practical fixes that can improve visibility, customer experience, and organic growth — and why getting your data foundations right now will pay off across every channel. Dive in: [05:39] AI Strategies for Shopify Brands [07:51] Store Success Depends on Structure [12:31] Optimizing Shopify Data for AI [16:38] "Shopify's AI-Powered FAQ Tool" [19:44] AI Search and Shopify Shipping [20:44] "AI, Shopping, and SEO Challenges" [22:27] Insider Tips from Sam! Clean, structured product data is now your biggest growth lever AI search and SEO both rely on clear, structured product data. If your data is messy, incomplete, or spread across systems, you will lose visibility. Treat Shopify as your single source of truth. Fill in standard fields like product type, category, materials, and key attributes. Avoid storing important details only in images, PDFs, or documents. Clean data flows into AI tools, Google, ads, and your site, so one fix improves many channels. Go deeper with taxonomy and attributes to win more traffic Basic categories are no longer enough. You need deeper product structure that matches how customers search. Create more specific categories and filters where it makes sense. Then add richer attributes such as size details, materials, ingredients, or performance data. AI tools use this depth to decide which products to show. Better structure also improves on-site navigation and conversion. When customers can find the right product faster, revenue follows. Start preparing for AI now by enriching real customer knowledge AI cannot invent accurate product information if it does n...

SEO GEO: How eCommerce Brands Can Improve AI Search Visibility On-Site and Off-Site with Emily Richardson, KNWN

Mar 4, 2026 31 min

Emily Richardson is the founder of KNWN, who offer 2 products for AI, Search KNWN Analytics and Dual Web. Emily’s been deep in marketing, tech, and research since 2019 and via KNWN is now helping over 2,000 brands optimise their websites for AI search results. In this episode, Emily breaks down exactly how eCommerce brands should be thinking about on-site and off-site optimisation for AI search visibility. From quick structural wins you can implement today to longer-term citation and PR strategies, this is a practical guide to showing up in ChatGPT, Gemini, and beyond. Dive in: [04:21] ChatGPT Citations vs. Google SEO [09:00] "Effective Content Structure Tips" [13:30] "Optimize FAQs for AI Search" [15:37] "Optimizing Offsite AI Citations" [19:24] Optimize Content for Reddit & Wikipedia [20:32] Insider Tips from Emily! AI Search Is Fundamentally Different from Traditional SEO—And You Need to Optimise for Both One of the eye-opening takeaways is that generative engine optimization (GEO) and answer engine optimization (AEO) represent a notable evolution from classic SEO. Emily reveals that 90% of ChatGPT citations for the same queries do not overlap with Google’s top results. This happens because AI search engines crawl and prioritise web content differently, focusing less on backlinks and more on structured, clear, and mathematically-optimised content. The lesson: you need to keep doing traditional SEO but also specifically optimise for AI-driven search engines to ensure your brand is discoverable across the next wave of online discovery. On-Site Optimisation: Structure and Unique Content Are Non-Negotiable The episode provides actionable, practical advice for improving your site’s AI visibility—steps you can take immediately. Emily recommends: Starting every page with a clear summary: AI bots skim rather than read, so front-load value.Chunking your content into short, digestible sections and using bullet points to make parsing easier for AI.Including FAQs—especially...

SEO GEO: Bad SEO Practices That Are Hurting Your Website (And How to Avoid Them) with Iva Jovanovic

Feb 25, 2026 38 min

Iva Jovanovic is an SEO and content strategist working across a range of industries, and for brands big and small. She also speaks at events across Europe and is involved in organising many SEO and Tech events in Serbia. In this episode, Iva breaks down the bad SEO practices that can seriously damage your rankings, traffic, and long-term growth — and how eCommerce brands can avoid them. Dive in: [05:05] "SEO Mistakes to Avoid" [08:26] "Black Hat SEO: Link Farming" [12:22] "Cloaking and Keyword Stuffing" [16:30] Avoid Duplicate or Plagiarized Content [20:08] AI vs Human Content Creation [23:25] "Prioritize Key Pages in Menus" [25:17] "Continuous SEO Is Essential" [27:22] Insider Tips from Iva! Bad SEO doesn’t just slow growth — it can wipe out your traffic Shortcuts in SEO almost always backfire. Tactics like link farming, hidden links, or keyword stuffing can trigger penalties that are hard to recover from. Some sites see traffic disappear overnight after an update. For eCommerce brands, this means lost product visibility and fewer sales. Once trust is damaged, rebuilding rankings takes time, money, and patience. Clean, honest SEO is always cheaper in the long run. Many SEO problems happen by accident, not intent Some of the most damaging SEO mistakes are simple oversights. Sites are often launched with “noindex” settings still turned on. Location or category pages get copied with little change, creating duplicate content. Website structures become messy as new products and pages are added. Search engines struggle to understand what matters most. Regular technical checks can prevent months of lost traffic. SEO is not a one-time project — it’s ongoing infrastructure SEO works more like store maintenance than a campaign. You cannot “set it and forget it” and expect results to last. Brands that stop investing often see traffic fall six to seven months later. Search engines and AI tools reward sites that keep improving. For eCommerce teams, this means continuous optimis...

WhatsApp: Why Customer Lifetime Value is the Key Goal of WhatsApp Marketing with Abhishek Chandra, GoKwik

Feb 11, 2026 35 min

Abhishek Chandra is the Chief Revenue Officer at GoKwik. Founded in 2020 their focus is on helping eCommerce brands unlock their growth by solving crucial challenges across the eCommerce funnel, including enabling success on WhatsApp. Drawing on GoKwik’s experience across thousands of brands, Abhishek, who has also been on the eCommerce MasterPlan podcast, breaks down practical WhatsApp strategies that improve retention, reduce support friction, and increase long-term revenue. Dive in: [03:31] "Transforming eCommerce with WhatsApp" [06:33] "WhatsApp Adoption Trends: East vs West" [12:58] "Engaging Customers Through Personalization" [14:26] "WhatsApp's Marketing Advantage Over Email" [20:01] "Effective WhatsApp Engagement Strategies" [21:39] "Gamified Reviews Boost ROI" [27:36] "Campaign Automation for ROI Growth" [29:04] "WhatsApp Marketing: Key Insights" [30:38] Insider Tips from Abhishek! [37:06] Episode sponsored by GoKwik. Find out more at https://keepopt.com/kwikengage WhatsApp Works Best When You Focus on Customer Lifetime Value, Not One-Off Sales WhatsApp is not just another acquisition channel. It shines when used to build long-term customer relationships. Many eCommerce brands lose 60–70% of customers after the first purchase. WhatsApp helps close that gap through ongoing, two-way conversations. It supports post-purchase education, product tips, and helpful check-ins. This kind of engagement increases trust and repeat buying over time. Start With Abandoned Cart Recovery to Prove ROI Fast Abandoned carts are the fastest win on WhatsApp. You already paid to get the shopper to your site. WhatsApp recovers over 20% of abandoned carts for many brands. This beats email and SMS by a wide margin. Start here to show value quickly before expanding into more advanced use cases. WhatsApp Blends Marketing and Customer Service Into One Powerful Channel WhatsApp removes the gap between marketing and support. Customers can track orders, ask questions, and get recommendatio...

WhatsApp: Communities That Drive Real Customer Insight – Alice Brown, Seventh Wave Stories

Feb 4, 2026 34 min

Alice Brown is the founder and narrative strategist at Seventh Wave Stories, where she helps brands connect to their customers throughout the customer journey. In this episode, returning guest Alice shares how she’s using WhatsApp communities to uncover powerful customer insight, build trust, and shape better marketing decisions—without turning WhatsApp into a sales channel. Dive in: [06:32] "Validating Recovery and Performance Messaging" [12:15] Building Engaged Communities on WhatsApp [15:42] "Understanding Customers' Deep Motivations" [20:52] "Successful WhatsApp Groups Explained" [22:14] Founders' Motivation and Team Dynamics [27:18] Successful WhatsApp Group Strategy [29:48] Insider Tips from Alice! A WhatsApp community only works if it is not a sales channel WhatsApp groups fail when brands treat them like broadcasts. Customers do not join communities to be sold to. They join to learn, share, and feel understood. Trust grows when conversation flows both ways. Sales then happen naturally, not through pressure. For eCommerce brands, the real value comes from insight and loyalty, not instant revenue. The right people matter more than the number of people Small, curated groups outperform large, open communities. Engagement drops fast when members do not feel connected to each other. The most effective WhatsApp groups are built around shared motivations, not demographics. This means inviting customers who face similar problems and want to learn together. For eCommerce teams, this approach leads to better feedback, stronger relationships, and higher long-term value. WhatsApp groups reveal customer insight you cannot get from surveys Customers speak differently when they are relaxed and not being “researched.” In WhatsApp groups, language is more honest and emotional. This reveals real objections, motivations, and frustrations. That language is gold for product pages, ads, emails, and content. eCommerce brands that listen closely can replace guesswork with real custo...

WhatsApp: BFCM Case Study That Changed How We Think – with George Kapernaros, Yocto

Jan 28, 2026 27 min

George Kapernaros is the CEO at YOCTO a world-class CRM agency for DTC brands, including being a Klaviyo Elite Partner. Working to increase profits and sales for brands like Better Me, Healf, and Miracare, and he’s also the host of the CEO After Dark podcast AND one of the 40-strong Klaviyo Partner Advisory Council. In his return to the podcast, George breaks down a real WhatsApp marketing case study from Black Friday, sharing the exact strategy, setup, and results. He shares what worked, what surprised him, and what eCommerce brands can learn before testing WhatsApp themselves. Dive in: [05:59] "Targeted WhatsApp Consent Strategy" [09:21] WhatsApp Outperforms Email Revenue [12:47] Act Now: Novelty Won’t Last [15:07] "Brands That Act Win" [19:43] Insider Tips from George! Start WhatsApp with existing customers, not new leads The strongest results came from messaging people who already trusted the brand. The team did not use WhatsApp for acquisition. They only collected opt-ins from existing buyers and subscribers. This reduced risk and kept costs under control. It also meant messages felt expected, not intrusive. For eCommerce brands, this is the safest way to test a new channel. WhatsApp can massively outperform email when used correctly In this test, WhatsApp generated far more revenue per recipient than email. The list was much smaller, but engagement was dramatically higher. People open WhatsApp because it feels personal. There is no crowded inbox or promo tab to fight against. With clear offers and proper consent, WhatsApp can drive real sales. It should be treated as a revenue channel, not just a support tool. Move fast while WhatsApp still has a novelty advantage WhatsApp works so well right now because it is still new for marketing. Customers are curious and more willing to engage. That advantage will not last forever. Costs will rise as more brands enter the channel. Brands that test now will learn faster and win earlier. Waiting too long means missing easy...

WhatsApp: 8 Mistakes to Avoid when Marketing with WhatsApp – with Rich Evans, Get Better

Jan 21, 2026 37 min

Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles. Rich is back on the podcast to explore WhatsApp marketing for eCommerce, sharing the biggest mistakes brands must avoid and how to use the channel in a way customers actually welcome. Dive in: [05:34] "WhatsApp Marketing Mistakes Overview" [06:40] "WhatsApp: Broadcast vs. Conversation" [12:38] "Address Change via WhatsApp" [15:58] Questionable SMS to WhatsApp Strategy [19:06] "Training AI Agents Effectively" [21:32] AI Trust and Data Concerns [24:42] Meta, Ownership, and WhatsApp Consent [27:39] Insider Tips from Rich! Avoid These 8 WhatsApp Marketing Mistakes WhatsApp is not just another messaging channel. It requires a different mindset and operating model. The episode outlines eight common mistakes that can quickly damage trust, performance, and even your Meta account. Avoiding these mistakes is the foundation of success on WhatsApp. Get these wrong and the channel will fail before it starts. The 8 mistakes to avoid: Treating WhatsApp like a broadcast channelForgetting it is a two-way, conversational platformFailing to align marketing and customer serviceStarting with sales messages instead of service messagesMisunderstanding or stretching consentUsing WhatsApp like email or SMS instead of giving it a clear roleLaunching without AI or automation to handle repliesIgnoring that WhatsApp is owned and governed by Meta WhatsApp Works Best as a Service-First Channel WhatsApp performs best when it starts with service, not promotion. Customers see WhatsApp as personal and high trust. That means they expect help, fast answers, and real conversation. Transactional messages and support interactions build confidence first. Only after that trust is earned should marketing messages appear. For eCommerce brands, this turns What...

WhatsApp: High-Converting Revenue Recovery Channel with Luca Borreani, ZipChat AI

Jan 14, 2026 28 min

Luca Borreani is the CMO and Co-founder of ZipChat AI, who are helping eCommerce brands embrace Agentic Commerce. In this episode, Luca shares how eCommerce brands are using WhatsApp and AI to recover lost revenue, turn abandoned carts into conversations, and scale customer engagement without adding pressure to support teams. Dive in: [07:07] "Optimizing Abandoned Cart Conversations" [08:58] "Conversational Abandoned Cart Strategy" [13:39] WhatsApp Newsletter Strategy Insights [15:27] Personalized Customer Engagement Strategies [19:10] "AI Success Requires Structured Content" [21:59] Insider Tips from Luca! Treat WhatsApp as a conversation, not a campaign WhatsApp works because it feels personal. Customers use it to talk to people they trust. That means brands must stop treating it like email or SMS. The best results come from starting a conversation, not pushing a discount. Asking why someone abandoned a cart opens the door to engagement. This approach drives higher replies and stronger conversions. Use AI to scale revenue recovery without adding workload WhatsApp generates fast replies and high response rates. That quickly becomes impossible to manage manually. AI allows brands to handle hundreds of conversations at once without delays. It can answer questions, handle objections, and offer incentives safely. This makes revenue recovery scalable without overwhelming customer service teams. Your website data determines how well WhatsApp AI performs AI is only as good as the information it learns from. Clear product pages, pricing, and FAQs are essential. Well-structured content helps AI respond accurately and stay on brand. Poor content leads to weak conversations and missed sales. For eCommerce teams, fixing site content is a revenue lever, not just a UX task. Takeaways: WhatsApp is more than just a messaging app—it's how modern brands build real, one-on-one customer relationships. Treat it as personal as you would a text from family and your conversions will soar....

Customer Acquisition: 4 Steps to GEO Success and Winning More AI-Driven Traffic with Lisa Wendland, Blue Wheel

Dec 31, 2025 34 min

Lisa Wendland has spent the last 15 years getting DEEP into what works in digital marketing and operations both in eCommerce and beyond. In 2021 she joined omnichannel agency Blue Wheel to both improve ROI for clients and speed up internal production, managing over $2 billion in client ad spend across Amazon, Walmart, and D2C. In this episode, Lisa breaks down the 4 essential steps to GEO success and explains how eCommerce brands can win visibility in an AI-powered search world. If you want ChatGPT, Perplexity, and Google’s AI Overview to recommend your products in 2026, this is the episode you don’t want to skip. Dive in: [04:05] From Mortgages to eCommerce Insights [10:09] "AI-Driven SEO and Trust" [12:01] "Targeted, Authoritative Content Matters" [16:44] "Optimizing Content for Chat GPT" [19:57] Optimizing Site Speed & Crawlability [22:48] "AI Prioritizes Brand Over Pages" [24:33] Insider Tips from Lisa! Fix Your Technical Foundation Your site must be fast, clean, and easy for AI systems to read. This includes strong Core Web Vitals, quick load times, and a structure that helps bots crawl every page. Remove old, broken, or orphaned pages that confuse search engines. Make sure key details are in text, not hidden inside images. Without this technical base, AI tools will not trust or recommend your brand. Build a Smart Content Strategy Your content now needs to answer real customer questions in a clear and specific way. Add detailed product information and FAQs directly on product pages. Create supporting content like blogs and guides that link tightly back to your best sellers. Focus on the problems your customers want to solve, not generic SEO copy. This gives AI engines the context they need to recommend your products. Strengthen Trust and Brand Visibility AI tools use trust signals to decide which brands to recommend. This includes PR mentions, backlinks, expert endorsements, and consistent branding across your site. Reviews and user proof also help establish au...

Customer Acquisition: Leveraging Brand + Performance to Drive Long-Term Growth with Jaye Cowle, Launch

Dec 24, 2025 31 min

Jaye is the CEO and Founder at Launch, a B Corp performance marketing agency powered by happiness. For the last 13 years they’ve been helping brands grow long term, by mixing smart data and creative thinking. Clients include Weird Fish and Iceland Air. In this episode, Jaye shares why brand clarity and customer understanding now sit at the heart of effective acquisition. You’ll learn how to break out of channel-focused thinking and start building marketing that creates real demand, loyalty, and long-term growth. Dive in: [06:11] Brand Strategy & Business Clarity [10:05] "Unified Brand and Performance Strategy" [14:20] "Top Funnel Focus in Marketing" [17:00] Cohesive Teams Drive Customer Loyalty [18:48] Customer Insights for Brand Growth [24:12] Customer Acquisition Strategies Unveiled [25:00] Insider Tips from Jaye! A strong brand drives cheaper and more effective acquisition Many brands are still relying on bottom-of-funnel ads to “harvest intent,” but that approach is getting more expensive and less effective. A clear and meaningful brand makes customers feel something, and that emotional connection increases conversion and retention. When your creative and messaging reflect what the brand stands for, customers are more likely to buy at full price and stay longer. This approach builds salience in the zero-click world where customers may discover you without ever visiting your site. Brand clarity gives you compounding returns that short-term discount campaigns can’t deliver. Break down silos — brand and performance must work as one team Many eCommerce orgs have separate brand teams and performance teams. This leads to fragmented messaging, wasted media spend, and inconsistent customer experience. The best results come when both teams share goals, language, insights, and feedback loops. Every campaign should both drive results and build brand memory at the same time. The companies that integrate product, creative, customer insights, and performance will outperform t...

Customer Acquisition: Meta Ads for 2026 – with Elyse Collat

Dec 17, 2025 30 min

Elyse Collat is a digital growth leader and eCommerce strategist with 15+ years of experience helping purpose-driven brands scale with impact. Including delivering triple-digital growth for multiple global brands like frank green, Thankyou, and STAAND. In this episode, she reveals what’s actually working right now in Meta ads, and how brands can combine smart testing with strategic creative to unlock real, sustainable customer acquisition. Dive in: [05:41] "Pragmatic Growth Through Testing" [07:28] "Effective Targeted Ad Campaigns" [11:37] Balancing Creator Freedom and Guidance [14:28] Creative Targeting Tips for Ads [18:12] Creative Testing for Growth [23:07] Insider Tips from Elyse! Creative is now the primary targeting engine Facebook’s algorithm has evolved, which means your creative is what now decides who your ads reach. When the message, tone, and visuals speak directly to a specific buyer, Meta will find those people for you. This makes generic, “one-size fits all” ads ineffective. eCommerce brands that speak clearly to a niche see lower CAC and higher conversion. The key is showing real problem-solving benefits, emotional triggers, and relatable messaging that feels authentic. Build a content flywheel, not one-off ads Don’t build campaigns from scratch every time. Instead, create reusable video components — multiple hooks, angles, and visuals — that you can mix, match, and iterate. This gives you dozens of variations from the same footage. It keeps your content pipeline full without constant production. eCommerce brands that adopt this system never “run out of creative,” and they maintain freshness and performance steadily over time. Testing isn’t optional — it’s the operating system for growth Elyse emphasizes that constant testing is vital in a rapidly shifting ecosystem. Audience behavior changes, ad features change, and costs change. Brands that keep testing find new opportunities and protect themselves from performance drops. You should allocate budget...

Customer Acquisition: Turn Instagram Comments into Customers—Using DM Automation for eCommerce Growth with Mel Eilers, Socially Sound

Dec 10, 2025 36 min

Mel Eilers has been deep in driving sales from social media for nearly 10 years. Via her agency Socially Sound, Mel now specialises in helping clients get more from their Instagram content by embracing conversational marketing. – Yeah, we’re talking Insta DMs! In this episode, Mel shares how eCommerce brands can turn organic engagement into real sales using Instagram DM automation. From boosting conversions to building stronger customer relationships, she reveals the simple steps to make your social content work harder. 💡 Update from Mel: Since recording this episode, ManyChat has now launched its TikTok integration in the US! When Mel shared her “crystal ball” prediction, it was still in beta — but it’s already becoming a reality for brands. Dive in: [04:54] Instagram DM Marketing Shift [06:14] DM Automation for Marketing Success [12:11] Organic Content Comes First [16:09] Streamlining Product Links in DMs [20:04] "Instagram Automation Tips Explained" [22:38] ManyChat: Trusted Meta Partner [25:26] Insider Tips from Mel! Organic Content Fuels Every Automation Before you jump into automation, you need strong organic content. Mel explained that DM automation only works if your posts already get real engagement. Think of it as adding fuel to a fire — you need the spark first. Focus on posts that connect with your audience, encourage comments, and reflect your brand’s tone. Once you have that, tools like ManyChat can amplify results and turn engagement into measurable sales or email signups. Instagram DMs Can Be a Powerful Sales Channel Instagram DMs are no longer just for customer service. They’re now a direct route to conversions. By using tools like ManyChat, you can automate DMs to deliver product links, discount codes, or signup offers the moment someone comments on your post. This creates a fast, personal, and frictionless buying experience. For eCommerce brands, that means fewer “link in bio” drop-offs and more customers completing their journey right insid...

Customer Acquisition: Using Performance PR to Track, Measure, and Scale Results with Rick Magennis, Spark

Dec 3, 2025 33 min

Rick Magennis is the owner of Spark, an affiliate management agency focused on Performance PR and creating high-performing affiliate marketing campaigns for their clients. Rick reveals how to make every PR mention count — by linking it directly to sales. From getting featured in gift guides to scaling affiliate-driven campaigns, this episode is packed with ideas you can put into action right away. Dive in: [03:58] "Performance PR Agency Acquisition" [07:50] Affiliate Marketing for Product Reviews [11:50] Affiliate-Driven PR Boosts Revenue [14:24] "Building Trust Through Numbers" [17:34] Editorial Pitching: Surprises and Strategies [20:59] Agency Benefits for Brand Growth [25:02] Insider Tips from Rick! Make Your PR Work Harder with Performance PR Traditional PR builds awareness but rarely proves ROI. Performance PR changes that by tying media placements to affiliate links, so you only pay when sales happen. It blends PR visibility with affiliate measurability, giving eCommerce brands clear data on what drives conversions. This means every placement can be tracked, optimized, and scaled. For brands tired of “vanity metrics,” Performance PR is a smarter way to turn exposure into profit. Relationships Are the Real Currency Success in Performance PR depends on strong relationships with editors and media outlets. Journalists get hundreds of pitches daily, so connection and trust matter more than clever outreach. Agencies with existing relationships can fast-track your brand into top-tier features and gift guides. It’s not about sending mass emails—it’s about consistent, personal communication. eCommerce brands that invest in relationship-driven PR partners will see better placements and faster traction. Think Long-Term—This Strategy Takes Time Performance PR isn’t a quick win. It can take six to twelve months before results start showing, because journalists work on long lead times and organic placements build gradually. But once it clicks, the benefits compound—those ar...

TikTok: Building a Profitable TikTok Shop Presence With Creators, Analytics, and Engaging Lives, with Marianne Morrison of Metrimax

Nov 19, 2025 32 min

Marianne Morrison has been obsessed with retail growth for over a decade. Initially building, growing, and selling her own skincare brand, and now working with many retailers and brands to help them achieve their business growth goals. In this episode, she’s breaking down how to turn TikTok from a social platform into a serious sales channel — with real-world advice on content, offers, and audience growth that every eCommerce brand can use. Dive in: [04:03] "Navigating TikTok for Brands" [07:38] TikTok Growth Strategy Insights [12:18] Effective Influencer Collaboration Tips [14:11] Success on TikTok Requires Offers [18:02] TikTok Success Requires Planning [24:39] Insider Tips from Marianne! TikTok Success Starts with Strategy, Not Virality Jumping onto TikTok without a plan rarely works. Marianne stresses that you must first know who your audience is and why they’re on TikTok. Then study your competitors and define your own niche before posting or running ads. TikTok rewards brands that show up with purpose and consistency, not those chasing quick wins. Treat it like any other serious marketing channel—start with strategy, not luck. Authentic, Consistent Content Drives Real Growth The biggest wins on TikTok come from real, relatable content. Perfectly polished videos don’t connect as well as authentic moments that show the human side of your brand. Post often—daily if possible—and engage with comments and followers. Consistency tells TikTok’s algorithm you’re serious, helping you reach more of your target audience. Authenticity builds trust, and trust drives conversions. TikTok Shop Rewards Offers and Engagement TikTok Shop thrives on urgency and deals. Flash sales, limited-time discounts, and free shipping can turn browsers into buyers fast. But you need to plan your offers carefully to protect your margins. Marianne also highlights that live selling is where real engagement happens—brands should go live at least three times a week for an hour or more. The more con...

TikTok: Driving More TikTok Shop Sales with Expert GMV Max Strategies from Rachel Cryan, Anicca Digital

Nov 12, 2025 30 min

Rachel Cryan is a Digital Strategist at award-winning digital marketing agency Anicca Digital. She’s been deep in social media for over a decade helping 100s of brands leverage it to grow their sales. Including recently scaling one client to over £1million in revenue through TikTok Shop Ads. Rachel shares what every eCommerce marketer needs to know about TikTok’s newest ad tool, GMV Max. From how the algorithm actually works to the creative tactics driving six-figure results, this one’s packed with insights you can put into action right away. Dive in: [03:41] Content Creation vs Ad Strategy [06:51] "GMV Max Advertising Insights" [12:14] "Challenges in Campaign Management" [13:27] "Adapting to GMV Max Transition" [18:33] Campaign Video Strategy Challenges [20:37] Advertising Strategies for Black Friday [22:31] Insider Tips from Rachel! TikTok’s GMV Max Changes the Game for TikTok Shop Ads TikTok has replaced its old ad format for TikTok Shop with a new system called GMV Max. It’s an automated, algorithm-driven tool that decides which products to promote based on engagement and ROI. This means brands have less manual control but can reach more ready-to-buy customers. For eCommerce owners, success now depends on feeding the algorithm the right signals — strong creative, consistent data, and clear goals. You can’t rely on old ad tactics anymore; you have to adapt to how TikTok’s AI wants to sell your products. Video Creative Is Everything — Especially for TikTok Shop Your product videos now determine how your ads perform on TikTok Shop. GMV Max rewards content that gets attention and engagement, so the more videos you have, the better your chances. Create a mix of formats — feature demos, user-generated content, and authentic creator clips. Don’t wait for affiliates to do all the work; invest in making your own videos so you can control the story and highlight your product’s best features. For TikTok Shop success, quantity and quality of video content are your biggest l...

TikTok: Mastering TikTok Shop Live Streaming – Insider Tips for Six Figure Mega Lives with Ben Muir, Unsociable

Nov 5, 2025 41 min

Ben Muir is the founder and CEO of Unsociable, one of the top rated TikTok Shop partners in the UK and US. Unsociable are the only partners to have won the TikTok Shop livestreaming award twice, and the video production excellence award. Learn how brands are hitting six-figure sales on TikTok Live — and how you can too. Ben shares the insider playbook for making live shopping work for your business. Dive in: [05:08] TikTok Shops Demands Live Streaming [08:54] "Showcase vs. Regular Livestreams" [11:54] Engaging Live Shopping Experiences [15:09] Maximizing TikTok Targets with Long Lives [18:35] Real-Time Audience-Led Live Strategy [22:30] Building Live Streaming Success Takes Time [23:35] Path to Effective Live Showcases [28:49] Insider Tips from Ben! Start Small and Build Toward Big Wins Don’t rush into a 12-hour TikTok live event. Start by learning how your products perform on the platform. Focus first on going viral with creator videos or affiliate posts. Once your brand gains traction, introduce live streaming to convert that attention into sales. Small, consistent lives help you test what works before scaling up to six-figure showcases. Plan Live Streams Like Major Product Launches Successful TikTok lives don’t happen by chance. The best-performing brands treat them like full-scale marketing campaigns. Give your audience a clear reason to show up — a product launch, anniversary, or special offer. Create excitement early through teaser content, influencer support, and email marketing. The more you plan the theme and storytelling, the more engagement and conversions you’ll drive. Keep Testing and Refreshing to Stay Relevant TikTok’s algorithm and audiences move fast, so constant testing is key. Try new product bundles, seasonal themes, and surprise elements to keep viewers watching. Study what converts — the words hosts use, how products are presented, and what visuals grab attention. Use that data to improve every live stream. The more you adapt, the longer you’ll...

TikTok: Organic Strategies That Maximize Reach and Results with Beth Thomas, Slice

Oct 29, 2025 34 min

Beth is a social and influencer strategist with over a decade of experience leading content, social and influencer for some of the most well-known brands, including TikTok and Deliveroo. She’s the co-founder of Slice, a social media consultancy. Discover how to grow your brand on TikTok without chasing trends. Beth shares proven organic and search-driven strategies for lasting success. Dive in: [06:13] Strategic Content Planning for TikTok [08:36] TikTok's Personalized Content Strategy [13:23] Integrating Teams for Cross-Platform Success [16:40] TikTok Content Indexing Tips [19:15] TikTok Trends: Fleeting Brand Impact [24:12] Influencer Collaboration Strategy Considerations [26:43] Optimizing TikTok Collaboration Strategy [29:12] Insider Tips from Beth! Start with Strategy, Not Tactics Before jumping onto TikTok or any social platform, Beth stresses the importance of having a clear social strategy. Instead of just following the latest trends or joining because “everyone else is there,” brands should first determine their goals—whether it’s increasing sales, building awareness, or changing brand perception. By understanding what you want social to do for your brand, you can decide if TikTok is the right platform for you and make more focused decisions about your content and resources. Focus and Consistency Matter More Than Doing Everything With TikTok offering a wealth of features and content possibilities, it’s easy for brands—especially those with small teams—to get overwhelmed. Beth’s advice: don’t get distracted by all the options. Instead, honestly assess your resources and pick one or two tactics you can commit to. Then, go all in. Consistency is the key to lasting success on social platforms. Doing a few things very well, over time, is more effective than trying to do everything poorly or sporadically. Leverage the Power of Social Search and Collaboration TikTok isn’t just a ‘trending’ platform—it’s quickly becoming a powerful search engine, especially for you...

TikTok: Scale Your TikTok Lives Sustainably—Avoid Burnout & Grow Sales with Leila Kimiai-Nia, Emoceansdeep

Oct 22, 2025 35 min

Leila Kimiai-Nia is a business coach at Emoceansdeep, and a former TikTok Shop seller turned trainer. She now helps her clients build their TikTok Shop sales for the long term via livestreams. Dive in: [05:01] TikTok Shop Success Through Consistency [06:51] Bridging Sales and Wellness Gaps [12:33] "Sustaining Live Streaming Success" [14:06] Consistent Branding with Multiple Presenters [18:01] Nervous System Regulation for Burnout [21:33] Expanding Capacity Through Small Moments [25:17] Pace Yourself in Content Creation [28:02] Insider Tips from Leila! Consistency is the Key to TikTok Growth TikTok’s algorithm rewards brands that show up regularly. Daily live streams can boost traffic, but only if you can sustain them. Consistency keeps your audience engaged and teaches the algorithm to send you more of the right shoppers. Even if you can’t start daily, stick to a regular schedule that you can handle. Build slowly to avoid overwhelming yourself and losing momentum. Energy Management Directly Impacts Sales Live streaming is not just a technical task — it’s a performance. If you are tired or stressed, it shows, and your conversion rates will drop. Leila teaches that nervous system regulation is critical for long-term success. Breathwork, short breaks, and even music can help you reset between streams. Protecting your energy means better results and a business that can grow without burning you out. Scale with a Team and a Plan One person cannot handle endless live streams alone. As you grow, bring in affiliate creators and presenters to share the load. Keep everyone aligned with your brand style so the algorithm doesn’t get confused. Use multiple “cogs” — live streaming, affiliates, ads, and content — to scale sustainably. This approach keeps sales strong and prevents you from hitting a plateau. Takeaways: TikTok Live isn’t just about sales—it’s about emotional stamina. Burnout can kill the vibe, so taking care of your energy and mental health is essential if you want l...

Pre-Q4: Black Friday Email Checklist + Yotpo Migration Insights with Rich Evans, Get Better

Oct 15, 2025 37 min

Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles. Dive in: [06:05] Yotpo Challenges Klaviyo in eCommerce [08:17] Feedback and Strategy Issues Uncovered [12:30] Black Friday Preparation Timeline [16:14] Pre-Black Friday Preparation Urgency [17:05] Black Friday: Capturing Customer Insights [22:51] Email Marketing Insights with Rich [23:35] Insider Tips from Rich! Mystery Shop Your Own Website Rich Evans’ first big tip is simple but powerful — act like a customer. Open your website in an incognito browser and sign up for your own popup. Follow the entire journey from signup to receiving the first email to making a purchase. This lets you spot broken flows, confusing steps, or missing discounts before your real customers do. Fixing these issues now can dramatically improve your conversions before Black Friday. Collect Zero-Party Data for Smarter Marketing Black Friday is a chance to build your list, not just drive sales. Ask new customers simple questions like whether they’re shopping for themselves or buying a gift. This small piece of data lets you personalize follow-up emails and offers, keeping customers engaged after peak season. It prevents irrelevant messages that cause unsubscribes. The more relevant your marketing, the more likely you’ll turn one-time buyers into repeat customers. Act Quickly if You’re Affected by Yotpo’s Exit For brands still using Yotpo email, time is critical. Migrate before Black Friday or risk broken campaigns during the busiest time of year. Rich stresses that while Yotpo’s decision was right, the timing is tough. Don’t wait until December — make a plan now and switch to a stable platform like Klaviyo, Omnisend, or another trusted provider. Acting early avoids chaos and ensures you have time to test everything before peak traffic hits....

Pre-Q4: The Silent Killer of eCommerce Profits: Fix Your Tracking Before Peak with Wesley Hartley, Leaf

Oct 8, 2025 38 min

Wesley Hartley is Chief Commercial Officer at Leaf. Leaf is a technology and data science company delivering performance intelligence solutions for next-gen eCommerce brands. And they've recently launched a new conversion tracking & monitoring solution called Leaf Signal. Dive in: [05:00] "From Downloads to Engagement Focus" [08:54] Effective Facebook Ad Data Strategies [10:00] "eCommerce Tracking: A Critical Gap" [14:09] "First-Party Cookie Solutions Explained" [19:08] Core eCommerce Tracking Essentials [21:53] "Optimizing GA4 and Google Ads" [27:09] Insider Tips from Wesley! [34:22] To get your free website tracking & conversion audit, visit leafsignal.com Tracking Is the First Profit Lever, Not an Afterthought Many eCommerce brands focus on ad creative and budgets but ignore tracking. Wesley explains that tracking is the foundation of profitable paid media. If your data is broken or incomplete, ad platforms cannot optimize properly. This means wasted spend and poor targeting. Fixing tracking should be your priority before scaling campaigns. Capture the Right Events to Power Smarter Ads Wesley highlights five must-have events: page view, product view, add-to-cart, checkout, and purchase. These give ad platforms the signals they need to target the right buyers. Missing mid-funnel events leads to weaker smart bidding and retargeting. Even small tracking gaps can cost you revenue. Capturing full event data — including product and customer details — gives you a big edge. Tracking Isn’t “Set and Forget” — Monitor It Continuously Even if your tracking is correct today, it can break tomorrow. Cookie banner changes, site updates, or platform shifts can silently stop data from flowing. That means ad performance suffers, often without you noticing. Wesley recommends using monitoring tools or specialists to keep tracking healthy. Treat tracking as an ongoing process, not a one-time task. Takeaways: Data-driven marketing is everything, but your tracking must be right! If...

Pre-Q4: Media Buying 101 – How to Test, Measure, and Scale TV & OOH Campaigns with Karolina Lapinaite, Precis

Oct 1, 2025 39 min

Karolina Lapinaite is Head of Media at global marketing agency Precis. Working with big global brands from many sectors, she’s all about putting together the on and offline media campaigns that drive BIG results. Dive in: [06:30] Targeted Advertising Strategy Insights [08:22] "Ad Strategy: Broad vs. Targeted" [11:00] Campaign Strategies: Social vs. Traditional [15:28] Strategic Media Planning for Brands [18:54] Out-of-Home Advertising Strategy [20:26] Flexible Creative Timing [25:02] Evolving Ad Strategies and Analytics [27:43] Attention Economy and Brand Focus [29:45] Insider Tips from Karolina! Strategy Comes First — Always Karolina stressed that media buying should start with a clear strategy, not a channel decision. Don’t just say, “Let’s run some TV ads.” First, know your audience and define your goals. Then figure out what data you have and how to use it. Only after that do you choose the best media to reach your audience. This keeps your campaigns focused and cost-effective. TV and Billboards Aren’t Just for Big Brands Gone are the days when out-of-home and TV were only for companies with huge budgets. Thanks to digital platforms, it’s easy and affordable to book specific locations, times, and screens. Smaller brands can run highly targeted campaigns in just one city or even around a single store. This approach saves money while still building brand awareness. You can test on a small scale before committing to a big spend. Test, Measure, and Learn Measurement isn’t perfect, but it’s better than ever. Use surveys and brand lift studies to see if awareness is growing. Combine that with data models to track trends and spot what’s working. Karolina also encouraged geo-testing — run ads in one location and compare it to a control area. This approach helps you make smarter decisions and improve campaigns over time. Takeaways: The digital shift in “traditional” media means even small brands can try TV spots or billboards. It’s not just big budgets anymore—strategy a...