Georgie Carter

Founder of Pepped - lifecycle marketing for DTC health & wellness businesses | The Telegraph Top 100 Female Entrepreneurs to Watch

👋 Hi, I’m Georgie — Founder of Pepped, a lifecycle marketing agency that helps DTC lifestyle, health, and wellness brands scale sustainably by turning one-time buyers into loyal, repeat customers.

With over a decade of experience in email, SMS, and WhatsApp marketing, I’ve helped dozens of brands boost customer retention, increase LTV, and grow revenue — all without relying on endless paid acquisition.

At Pepped, we build data-driven lifecycle marketing strategies that:
💌 Convert browsers into buyers through high-performing welcome and post-purchase flows
🔁 Turn customers into repeat purchasers with personalised retention journeys
📊 Drive consistent, measurable growth through testing, optimisation, and performance insights

Our clients see meaningful lifts in repeat purchase rates, customer loyalty, and retention-driven revenue — because we focus on what really matters: keeping your customers coming back.

Recognised by The Telegraph as one of the Top 100 Female Entrepreneurs to Watch, I’m passionate about helping DTC brands achieve sustainable, profitable growth through smarter lifecycle marketing.

👉 Download The DTC Customer Retention Playbook (https://growth.peppedup.co.uk/retention-guide-2024-2977) or subscribe to The Pepped Periodical for practical tips, frameworks, and data-backed insights on boosting customer retention.

CEO & Founder

Pepped is a boutique lifecycle marketing agency that helps growing health and wellness businesses attract, convert and retain more customers.

We work with businesses in the UK and US who are disrupting the fitness, health and wellness industry, from Unicorn status global brands such as Houzz and Hims to scale-ups such as Alexia Clark LLC and Jennis (Dame Jessica Ennis-Hills's fitness app)

Pepped is a collective of experienced marketing specialists who put health and wellness at the very heart of what they do.

► We specialise in the following areas; lifecycle marketing, CRM, email marketing, customer journey mapping, lead acquisition, content creation, content strategy, sales funnel optimisation, copywriting, website design, customer retention, customer engagement, customer loyalty and referral strategy.

Founder - Customers Who Click | CRO for eCom brands - turning traffic into customers using "The U.A.M Method"

Most DTC brands want to scale their paid media. But few focus enough on converting that traffic.  

Customer acquisition costs are rising, and while brands invest heavily in driving traffic, too many are wasting thousands of dollars sending traffic to friction-heavy, confusing websites with poor user experiences.  

The brands that win are not just the ones with the best ads. 

They are the ones that ensure every click leads to a seamless, high-converting customer journey from the first visit through to repeat purchases.  

Yet, many brands still rely on best practices, gut instinct, or copying competitors instead of using real customer insights to optimise their websites and landing pages.  

This is where CRO comes in.  

Through data-driven research, behavioural psychology, and rigorous testing, we help brands remove friction, increase conversion rates, and maximise revenue from their paid traffic.  

Giving them room to scale comfortably, and profitably.

At Customers Who Click, we specialise in turning more visitors into buyers, helping ambitious e-commerce brands scale profitably and sustainably.  

We’ve helped businesses see real improvements, like:

🚀 MOD Lighting added $3,300,000 in additional annual revenue.
🚀 Ozarke saw an increase in Revenue Per User of 37.8%.
🚀 Groove increased conversion by 53% and AOV by 23% in 6 months.
🚀 D.Louise added $372,000 in revenue from their existing traffic.
🚀 neat. Doubled AOV and increased revenue by 102.3% with bespoke landing pages.

If you want to get the most from your paid media and scale efficiently, let’s talk.  

👉 Book a free conversion discovery session at www.customerswhoclick.com/apply

Or, if you’re not quite ready, follow along as I share practical tips and insights on optimising your website’s performance.

Will Laurenson

Customers Who Click is growing.

So I’m hiring a CRO Strategist.

Contract / freelance. Fully remote.

Open to different levels of but you must have real DTC / ecommerce experience.

I’m looking for someone who can:

- Lead client CRO strategy
- Run meaningful A/B tests
- Conduct real customer research
- Use behavioural analytics properly
- Turn insights into structured roadmaps

This isn’t a button-colour role.

You’ll take ownership.

You’ll challenge assumptions.

You’ll think commercially, revenue over vanity metrics.

If you understand ecommerce deeply and enjoy figuring out why customers buy (or don’t), we should talk.

Connect & DM me.

CV, portfolio, case studies, Loom - send whatever shows how you think.

Over 1,000 DTC brands downloaded our last ecommerce playbook.

So we decided to go bigger this year.

If you're running a DTC brand in 2026, this might be the most useful resource you read this year.

Together with some of the smartest operators in ecommerce, we created:

👉 How to Move the Needle in 2026

A collection of 18 real strategies brands are using right now to drive growth.

No theory.
No recycled advice.
Just practical changes that actually impact revenue.

Inside the playbook you'll see how brands are:

- Increasing revenue per visitor by +21% without driving more traffic

- Generating $32,835 in extra monthly profit from a simple shipping test

- Increasing abandoned flow revenue by 40% without changing email templates

- Improving conversion rate by 28% after fixing product discovery

- Cutting ad spend by 50% while maintaining growth

and many more...

Huge thanks to the partners who shared their insights:

Quickfire - Shopify Premier Partner, Rebuy Engine, Intelligems, Soar With Us, Octane AI, Zigpoll, Leaf Signal, Videowise, Nosto, Flare - Scheduled Delivery, Sweet Analytics, KnoCommerce, Order Editing, Littledata, PostPilot, Growthub

If you want the playbook

1. Like this post
2. Comment "PLAYBOOK"
3. Share this post to skip the queue

And I'll DM you the link.

$50m+ Generated for DTC Brands With CRO | Host of Customers Who Click 🎙️ (500,000+ downloads)

Most DTC brands don’t have a scaling problem.

They have a subscription, creative, and attention problem.

Just recorded a really interesting episode with Jim Phillips, co-founder of Graymatter - a mental performance supplement brand built around nootropics and cognitive optimisation.

What stood out straight away is that this isn’t a “we spotted a trend and jumped on it” story.

Jim built the company off the back of his own experience struggling with startup pressure, diving deep into neuroscience, and trying to literally make himself think better.

A few parts of the conversation that stuck with me:

They’re running a 94% subscription take rate…and are happy to lose money on the first purchase to maximise LTV

AI is already handling parts of their operations, and he’s convinced most “button-pushing” marketing roles will disappear

Their biggest growth lever right now? 

Not media buying…content iteration and creative testing at scale.

We also got into the stuff most people don’t talk about:

→ Why having data gave him an unfair advantage when launching

→ How they’re thinking about new channels like Amazon, TikTok Shop, and affiliates

→ And how a serious health scare completely reshaped his motivation as a founder

If you’re working in DTC, there’s a lot in here about where the space is actually heading, especially around acquisition, retention, and how AI fits into it all.

Worth a listen if you’re trying to scale profitably rather than just chase growth.

Let me know what you think if you give it a listen - link in the comments 👇

“We went from 400 assets a year…to 400 a month.”

That line alone stopped me mid-conversation.

In this week’s episode, I sat down with Katherine Cousins, CEO of QUAY  and honestly, it’s one of those conversations that makes you rethink how fast this space is moving.

Katherine spent nearly 20 years in footwear (Timberland, Wolverine Worldwide) before stepping into Quay and helping evolve it from a social-first sunglasses brand into a serious multi-channel eyewear business.

But what stood out wasn’t just the growth, it was how they’re navigating it.

A few things we got into:

- How their “summer of AI” led to content that’s genuinely indistinguishable from traditional production

- Why they’ve scaled from 400 assets per year to 400 per month (and what breaks if you don’t adapt)

- The reality that 80% of customers still want to buy glasses in-store - despite everything we say about ecom

What I liked most is how balanced Katherine’s thinking is.

Yes, they’re pushing hard on AI and speed.

But she’s very clear: brand integrity comes first, and just because you can use something (like avatars), doesn’t mean you should - at least not yet.

If you’re working in ecom, growth, or even just trying to keep up with how messy this landscape is getting…this episode will give you a much clearer lens on what actually matters right now.

Give it a listen and let me know what you think, especially on the AI vs brand trade-off.

P.S. Are you increasing content volume right now, or trying to be more selective? Curious what people are prioritising right now?

Most ecommerce content teams are still chasing viral posts…

…but they’re not driving revenue.

I just recorded a podcast with Lizzie Hearne from UKLASH, and it completely reframed how I think about content strategy right now.

Lizzie’s deep in it - managing content across social, campaigns, and performance - and she’s seeing first-hand what’s actually working (and what’s quietly failing).

A few things that stood out from our conversation:

- Why viral content is often just a vanity metric trap (and what to focus on instead)

- How her team uses real customer insight, not trends, to guide content decisions

- Why “saves” are becoming one of the most important signals of content quality

- The reality of rising UGC costs (and how brands need to adapt fast)

The big shift?

Stop asking “what’s trending?”
Start asking “what does our customer actually need?”

We also got into AI, content hooks, and how to balance brand-building with commercial performance, without turning your feed into ads.

If you’re responsible for ecommerce content, this one’s worth your time.

It’s practical, honest, and a good reality check on where things are heading.

Give it a listen and let me know what you think - link in the comments

Conversion Rate ↑ 20%.
Revenue ↓ 8.8%.

Look at the table below.

Nothing is broken.

Sessions are flat.
Orders are up.
Conversion rate improved.

On paper, this looks like a win.

It isn’t.

and this exact pattern shows up more often than most teams realise.

Here’s what happened:

- Conversion rate increased from 2.0% to 2.4%
- Orders increased by 20%
- AOV dropped from £50 to £38

Revenue fell.

Revenue per session fell.

And that’s the number that actually matters.

This is why we don’t optimise just for conversion rate.

Conversion rate moves because of:

- Traffic mix
- Discounting
- Campaign strategy

You can “improve” it by:

- Pushing heavier discounts
- Reducing prices
- Shifting acquisition channels

None of which guarantee better commercial performance.

Revenue per session forces a better question:

Are we extracting more value from the traffic we already have?

It captures:

- Conversion rate
- Average order value
- Traffic quality

In one number.

If you’re a Head of Ecommerce, ask yourself:

Are you reporting a metric that’s easy to celebrate...

Or one that reflects the P&L?

If you’re a founder:

Would you rather see conversion up...

Or profit up?

They are not the same thing.

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Follow me and hit the 🔔 on my profile for daily CRO tips to help DTC brands grow profitably.

You can also join our newsletter via the link in the comments and get weekly CRO deep dives straight to your inbox.

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Most products only matter when things go wrong.

Life jackets are one of them.

Just recorded a podcast with Madeline Issenhart, who leads ecommerce at Mustang Survival - a brand that’s been designing marine safety gear for decades, used everywhere from recreational boating to military environments.

And it completely changed how I think about “simple” products.

Because the problem isn’t selling the product.

It’s helping people realise which one they actually need before it’s too late.

A few things that stood out:

- Why “a life jacket is a life jacket” is exactly what causes hesitation (and lost sales)

- How a simple product finder quiz is used every day to guide customers to the right choice

- Why they’re moving education out of blogs and directly into the buying journey

The big shift:

If your customer has to think before they buy, you’re not in the business of selling.

You’re in the business of guiding decisions.

This one’s especially relevant if you sell anything technical, regulated, or high-stakes.

Give it a listen via the link in the comments.

P.S. If you think your product is “too simple” to need this…you’re probably underestimating your customer.

AOV is a terrible number to set your free shipping threshold with.

Look at the table below.

Most brands anchor their threshold to average order value.

But AOV is usually the mean.

And the mean lies.

Because it gets dragged up by:

- High-value customers
- Bulk purchases
- Seasonal spikes

So you end up setting a £100 threshold...

...based on an £83 mean AOV…

…when the most common order value is £44.

That’s not a lever.

That’s wishful thinking.

The modal value tells you what customers typically spend.

The mean tells you what happens once outliers get involved.

They are not the same thing.

But this doesn’t mean:

“Drop your threshold immediately.”

That’s too simplistic.

The real analysis happens here:

- Of carts below the threshold, how far below are they?
- Of carts above it, how far above are they?
- How many are actually close enough to be influenced?

On a call last week we found:

- Only 8% of abandoned carts were within £10 of the threshold
- Most carts above the threshold were massively above
- Most carts below it were massively below

So lowering it slightly wouldn’t suddenly “give away” shipping to everyone.

But lowering it slightly and improving upsells?

That turns it into a behavioural lever.

Free shipping shouldn’t be set on a whim.

It should be used strategically to change behaviour.

Do you know your modal order value?

Or are you setting thresholds off an average that hides whats really going on?

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Follow me and hit the 🔔 on my profile for daily CRO tips to help DTC brands grow profitably.

You can also join our newsletter via the link in the comments and get weekly CRO deep dives straight to your inbox.

“You might just be throwing money into a vacuum.”

That’s how Josh Roberts described paid media in 2025.

And honestly…he’s not wrong.

In the latest episode of the podcast, I sat down with Josh Roberts, co-founder of Very Special Games - the team behind Ransom Notes and a range of hugely successful tabletop games.

What makes their story interesting is how they’re scaling across DTC and retail at the same time.

Roughly 75% of their revenue comes from DTC, with the rest coming from retailers like Walmart, Target, and Barnes & Noble.

But once retail enters the picture, the data gets messy fast.

A few things from this conversation that really stuck with me:

- Why Meta ads are still their strongest acquisition channel, even though they’re far less predictable than they used to be

- How selling through retail forces you to build a much more sophisticated data stack just to understand if your marketing works

- Why TikTok performs far better organically than through paid media for their category

- And a fascinating point about the tabletop industry: brand loyalty is surprisingly weak - the logo on the box barely matters

We also got into the economics of licensing big IP (Star Wars, Futurama, etc.), why most tabletop games shouldn’t become apps, and how Josh is thinking about designing games that help kids with autism engage socially without feeling like therapy.

Really thoughtful conversation about the trade-offs between creativity, growth, and data.

If you work in DTC, paid media, or product-led brands, you’ll probably recognise a lot of the challenges Josh talks about.

🎧 Episode 291 is live now.

Give it a listen here: https://lnkd.in/ememaXYT

Most brands say they care about the customer journey.

Very few actually obsess over it.

In the latest episode of the podcast, I sat down with Michael G. Callahan , Global SVP & GM of Luminex Home Décor & Fragrance – PartyLite - a 53-year-old brand that’s gone from direct sales heritage to a digital-first DTC business operating across North America and Europe.

What stood out straight away was Michael’s mindset.

He told me:

“What I obsess about every single day is the consumer journey.”

And they take that seriously.

A few things we unpacked in this conversation:

- Why his team pressure tests their website daily, and even asks job candidates to buy a product during interviews

- How they’re experimenting with TikTok campaigns that don’t show the product at all

- Why their biggest growth lever right now isn’t acquisition…it’s loyalty and retention

- And the uncomfortable truth that your website will never be perfect, and that’s fine

We also got into some really interesting discussions around:

- Using AI for localisation without losing brand nuance
- Selling a premium product in a market full of £5 alternatives
- Why storytelling often beats product-led marketing in social

If you work in ecommerce, growth, or customer experience, there are a lot of practical insights in this one.

Michael was incredibly open about what’s working, what isn’t, and what they’re still figuring out.

Definitely worth a listen.

🎧 Listen to the episode via link in the comments

- - -

This episode is sponsored by the amazing Gavin Hewitson of In-box and his amazing Free Email Marketing Community on Skool - Get access FREE via the link in the comments

You can only optimise one for the next 90 days

- Conversion Rate
- Average Order Value
- Revenue Per Session

Which are you choosing?

Let us know why in the comments

You can only optimise one for the next 90 days:

You’re ignoring one of your highest-converting customers.

Not your competitors.
Not a new channel.
Your own customers.

I realised how big this was when I recorded my latest episode with Nick Kennedy, co-founder of Giftnote for Shopify.

Nick shared something that genuinely surprised me:

A gift customer converts 3x higher than a normal customer, and gift orders have ~30% higher AOV.

And yet…most brands have no idea who the recipient even is.

Traditionally, once a gift is sent, that’s it.

No visibility. 
No follow-up. 
No relationship.

As I said in the episode, the default mindset is:

“Well, they’re not our customers.”

But they absolutely could be.

We also dug into:

- Why gifting volume doubles in November…and doubles again in December

- Why around 12% of orders across brands are gifts

- How transactional messaging can stay GDPR-compliant

- Practical ways to make gifting an always-on strategy (not something you hide in January)

The big takeaway?

Gifting isn’t a seasonal UX add-on.

It’s a revenue lever hiding in plain sight.

If you’re running a DTC brand (or advising one), this is worth your time.

Give it a listen and tell me what you think.

Link in the comments 👇

Co-Founder @ Giftnote | Boosting gifting revenue for Shopify stores | eCommerce | CX | DTC

Giftnote for Shopify

“You’re not doing your job unless you’re pissing off some percentage of people.”

That’s what Eric Bandholz said to me on the podcast this week.

And honestly…he’s probably right.

Eric is the founder of Beardbrand - 13+ years in, navigating a category that’s no longer growing

Search demand for beard care? Flat to down.
Competition? Higher than ever.

They’ve had three consecutive years in the red.

So this wasn’t a “how we 10x’d” episode.

It was a real conversation about:

- What happens when your category matures

- Why top-of-funnel gets exponentially harder

- The difference between a hook and clickbait

- Why brands that try to offend no one become completely forgettable

- Repositioning Beardbrand as a fragrance house disguised as a beard care company

- Selling out limited editions while traffic declines

The part that stuck with me most?

The idea that modern marketing almost requires a point of view strong enough to repel some people.

Because if everyone nods politely…no one remembers you.

Give it a listen, link in the comments

LinkedIn's not really my jam. Find me on 𝕏 to engage with me.

Beardbrand

This has got to be the most generic, bland pitch email I have ever received...and they still managed to disqualify their guest 😂 

Tip for pitching to podcasts:

1. Give me a 2 sentence intro about you or the guest you're pitching.

2. Give me 3-5 bullet points about why you're a fit for the show

Thats it. 

That's all I need.

I don't need an essay, i dont need some 500 word cover letter.

Just give me a few short lines that make me say "yeah great, sounds like a fit, lets chat!"

If you're interested in coming on Customers Who Click - Drop me a DM, we're always open to new guests.

Just be someone who is involved in ecommerce/DTC and we'll get along just fine.

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