Jeff Lizik

RedShift Digital Marketing

WHAT I DO: I help Marketing Executives (CMOs, VPs, Directors, etc.) and Small Business Owners attract clients, increase revenue and stand out from the crowd online by creating & implementing customized digital marketing plans.

BRANDS I HAVE WORKED WITH: Along with RedShift, I have worked with or for local and national clients and brands including: 

AutoNation
Bagel Bites
Federated Investors
GNC
Gold's Gym
Huggies
Kleenex
Mario Lemieux Foundation
Time Warner Cable

MY FOCUS: I have a strong focus on serving Professional Services, B2C and eCommerce businesses.

WHAT MAKES ME UNIQUE: Having achieved major marketing & sales success working with brands like Huggies, Kleenex and Bagel Bites along with Small Businesses, I have a unique view of and appreciation for ensuring EVERY aspect of a digital marketing plan is seamless and strategic no matter what size your business is or how many employees are involved.

MY PHILOSOPHY: I practice what I call Digital Marketing Essentialism - a finite process that ensures you have a solid foundation in place online so that all your other marketing efforts work exponentially together.

SERVICES I PROVIDE: Our full service, Digital Marketing Agency (RedShift) provides you with the strategy, planning and execution of digital marketing services including:

👨‍💻. B2C Marketing
👨‍🏫  B2B Marketing Strategy
🤖  Chatbot Implementation
📱  Content Marketing
📊  Customer Acquisition
📱  Digital Marketing
📊  Digital Marketing Analytics
👨‍💼  Digital Strategy
💵  E-commerce SEO
✉  Email Marketing 
📱  Inbound Marketing
👨‍💼  Customer Acquisition & Retention
📱  Pay Per Click (PPC)
📷  Photography
🎙  Podcast Services
📊  PPC Bid Management
📱  SEO (Search Engine Optimization)
📱  SEO Audits
📱  Social Media Marketing
📺  Video Production

READY TO TALK?
🖥   www.RedShiftDM.com
✉   jeff@redshiftdm.com
☎   412-656-5696

President & CEO

Executive Vice President Digital Marketing

HubSpot

Pittsburgh Hubspot User Group Leader

C-leveled

Providing marketing strategy and acting as the marketing executive and tactical team for small businesses, start-ups, entrepreneurs and established businesses.

As a CXO I get to work with some great start-ups and entrepreneurs from all over the country. We help bring marketing ideas to life, act as the executive marketing management team for businesses across a variety of verticals and help established businesses tackle new challenges, re-brand themselves and even re-create their business and marketing models.

We have a bench of management consultants and professionals on our team ready to help almost any business that needs business advice, business strategy, business systems and processes, marketing strategy & tactics, venture funding and growth strategy and tactics.

CXO, Inbound Marketing, SEO, SEM, Content Marketing, Social Media Marketing, Email Marketing

Guilty Soles, LLC

Online Marketing ★ B2C Sales ★ Online Lead Generation ★ User Experience ★ Social Media Marketing ★ Content Marketing ★ Blogging ★ Website Marketing Analytics ★ SEO ★ Search Engine Marketing

Director Of E-Commerce & Marketing

Peak Internet Marketing

Peak Internet Marketing was a full-service online marketing service provider that created online marketing strategies and implemented those strategies for our clients.

Principal, Inbound Marketing, SEO, SEM, Content Marketing, Social Media Marketing, Email Marketing

American Textile Company

I brought a wealth of experience from my time at Kimberly-Clark and ACNielsen to help American Textile Company embrace and implement fact based selling as part of their overall sales and marketing strategy. I helped the organization understand the power of category and space management and implemented a category management and business analysis department.  Our team integrated strategic planning discussions, key business analysis, marketing insights and consumer insights as part of the regular selling process.  This later evolved to an integration of shopper marketing becoming an integral part of the category management team.  

We serviced most major retailers in North America including Walmart, Target, Kohls, Bed Bath and Beyond, Kmart, Sears and dozens of others.  Collectively, my team helped manage retail sales and sales strategy for over 28,000 retail locations.  

Our sales and category management approach was new to the textile industry and allowed us to grow the business twofold over a five year period.

Director of Sales Operations, Category Management, Shopper Marketing, Consumer Insights

AFI generated sales of $4.2 million within it's first full calendar year of business. The business grew from an in-home operation to the second largest online retailer, in the world, in it's niche in under two years.

My day-to-day responsibility was to manage the entire sales, marketing and technical side of our e-commerce business including marketing strategy and implementation, planning, assortment decisions, server/software maintenance, ROI tracking and implementation.

I oversaw all website design, content and implementation of the total user experience. We utilized site metrics/analytics to create a better customer experience and implemented targeted marketing initiatives. We maintained quarterly, online competitive reporting, marketing analysis and planned/managed all media buying including targeted email marketing campaigns, banner ad marketing campaigns, online PPC marketing campaigns, marketing data analysis, ROI analysis and PPC bid management.

I also implemented and oversaw a site wide SEO project, initiated online customer service program design and implementation, developed and implemented a marketing and branding strategy that catapulted AFI to be within the top 500 sellers in the entire eBay marketplace and the top 10 sellers within the sporting goods category.

President, eCommerce, Inbound Marketing, SEO, SEM, Content Marketing, Email Marketing

The Nielsen Company

At ACNielsen I managed a team of 6 market research analysts that consulted Heinz USA’s Frozen Food Division on all market research related to brand marketing and strategic planning decisions.

We increased ACNielsen’s Heinz Frozen Foods account revenue nearly two-fold in first year as a team.  One of our more memorable accomplishments was discovering, analyzing and countering two very important competitive trends that helped refocus and defend the Bagel Bites brand.  

Our team managed all market research projects covering pricing, assortment, consumer attitude and usage, competitive sales and marketing analysis, category trends, consumer trends and influenced marketing initiatives, packaging decisions, product positioning and new product development.

Client Manager, Account Manager, Sales Representative, Consumer Research Manager

Kimberly-Clark

At Kimberly-Clark I quickly moved through the ranks as Sales Rep I, Space Mgmt Specialist, Category Analyst I, Customer Business Manager II and Category Analyst II.

Early on I managed all District Space Planning and Category Management projects before moving into a sales role.  As a Customer Business Manager I managed sales for our personal care line and planned all account specific marketing campaigns of Kimberly-Clark in coordination with available promotional funding and promotional planner sales analysis tool to ensure adequate return on our marketing investment while meeting all sales quotas for our SuperValu account.

My category management role included:
•	Managing  account specific product efficiency assortment analysis for various accounts in the U.S. NE and NC Regions
•	Managing account specific product volume and profit analysis for various accounts in the U.S. NE and NC Regions
•	Supplying account’s with competitive comparisons and sales and marketing analysis within specific U.S. marketplaces
•	Assisting sales reps in analyzing their sales and marketing budgets within specific categories to assure an acceptable return (profit & volume) on promotional dollars spent

Category Analyst, Category Manager, Space Planning Specialist, Account Manager

Working w/ Serial Entrepreneurs Committed to Growing Their Online Visibility, Traffic and Lead Generation via a Proven, Long Term Framework Encompassing SEO, Content Marketing and Lead Gen.

I specialize in assisting marketing executives (CMOs, VPs, Directors) and small business owners in boosting their online exposure, drawing in customers, maximizing earnings, and gaining a distinctive edge by creating and implementing personalized digital marketing strategies.

BRANDS I HAVE WORKED WITH: 
- AutoNation
- Bagel Bites
- Federated Investors
- GNC
- Gold's Gym
- Huggies
- Kleenex
- Mario Lemieux Foundation

MY FOCUS: I have a strong focus on serving Professional Services, B2B, SaaS and eCommerce businesses.

WHAT MAKES ME UNIQUE: Having achieved major marketing & sales success working with brands like Huggies, Kleenex and Bagel Bites along with Small Businesses, I have a unique view of and appreciation for ensuring EVERY aspect of a digital marketing plan is seamless and strategic no matter what size your business is or how many employees are involved.

MY PHILOSOPHY: I practice Digital Marketing Essentialism - a finite process that ensures you have a solid foundation in place online so that all your other marketing efforts work exponentially together.

SERVICES I PROVIDE: Our full service Digital Marketing Agency (RedShift) provides you with the strategy, planning, and execution of digital marketing services, including:

👨‍💻   B2B Marketing
👨‍🏫   B2B Marketing Strategy
🤖   Chatbot Implementation
📱   Content Marketing
📊   Customer Acquisition
📱   Digital Marketing
📊   Digital Marketing Analytics
👨‍💼   Digital Strategy 
📱   Inbound Marketing
👨‍💼   Customer Acquisition & Retention
📱   Pay Per Click (PPC)
🎙   Podcast Services
📊   PPC Bid Management
📱   SEO (Search Engine Optimization)
📱   SEO Audits
📱   Social Media Marketing
📺   Video Production

Lets grab a virtual coffee some time! 

🖥    www.RedShiftDM.com
✉    jeff@redshiftdm.com
☎    412-656-5696

Solvexmedia

In charge of a team of fire breathing A players (8 and counting)! Full-funnel marketing strategist that focuses on the entire customer journey and creates solutions for the fundamental needs to scale new customer acquisition and retention for e-commerce brands.

From top of the funnel by casting a wide net to capture as many prospects as possible (Facebook, Instagram, Tik Tok creative & media buying). To moving prospects down the funnel, adjusting marketing strategies to become highly focused, targeting the most qualified audience with the highest propensity to convert (CRO Backed Websites/Landing Pages, Email/SMS Marketing, and Omni-Channel Remarketing).

Business Development, Sales team Management, Sales coaching, Digital Strategy, Online Marketing, Sales, Digital Marketing, Direct Response marketing, Digital Unit Economics, B2B, Business Marketing Advice, Website analysis, Digital Reporting, CRO specialist.

Co-Founder & Chief Operating Officer

Deloitte

Working with Fortune 5000 CMO's on digital strategy and execution. 
In charge of advertising budgets of upwards of $1,000,000/month. 
Marketing strategy, marketing management, budget management, media planning, media production, video production, campaign delivery and optimization.

Ecommerce Consultant

Nissan Motor Corporation

Investigate, dissect, and interpret online retail performance for the aftermarket parts e-commerce store. Identify areas for improvement within online sales pushing 244% YOY Sales.

Ecommerce Analyst

CRO To Make Your Bank Account Dance 🕺🏼 | Scaling D2C Brands | $30 Million In Incremental Revenue Added Through CRO | 400+ Websites/Landing Pages Average CVR 5.37% | Co-Founder @ Solvexmedia | We Are Hiring |

Looking to lower your customer acquisition cost and supercharge your sales?

▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ 
5 Million In Spend - 30 Million In Tracked Revenue - 6x ROAS ( Hit me up for the proof ) 

We can help you: 
💠 Build a website that CONVERTS like CRAZY
💠 Run Facebook™ Ad Campaigns advertising that generates a POSITIVE ROI
💠 Email & SMS that opens a floodgate of REPEAT PURCHASES
💠 Funnel creation - Taking someone from UNAWARE to a RAVING FAN
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ 
Who we work with: 

👔 Online eCommerce entrepreneurs who want to scale fast. Whether you’re just starting out or already have a 7-figure business, I’ll work with you to create a custom plan to hit your goals. 
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ 
𝐑𝐞𝐚𝐬𝐨𝐧 𝐛𝐞𝐡𝐢𝐧𝐝 𝐭𝐡𝐞 𝐫𝐞𝐬𝐮𝐥𝐭: 


Working at Deloitte gave me direct exposure to Fortune 500 companies looking to diversify their marketing efforts into digital. My three years there consisted of handling ad-spend budgets in excess of $1,000,000 a month all while generating a positive ROI and meeting all KPIs.  

Got tired of corporate, decided to use the skillset I had to build a few ecom brands, made some money (two exits), then had some fun. 

Now back running the show at one of the fastest-growing growth agencies, Solvexmedia. With the goal of passing forth the knowledge, skills, and experience I have acquired by being in the trenches, getting my teeth kicked in, and learning the hard way.

▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ 
𝐀𝐫𝐞 𝐲𝐨𝐮 𝐫𝐞𝐚𝐝𝐲 𝐭𝐨:

🔥 Have the processes and systems you need to have in place to facilitate incredible growth and mind-blowing valuations?
🔥 Have the resources, marketing and strategic guidance you need to navigate your way to the next major revenue milestone in your business?
🔥 Have the framework for incredible business valuations, multiples and exits?

𝐓𝐡𝐞𝐧 l𝐞𝐭’𝐬 𝐭𝐚𝐥𝐤!

🤙 Message me here or email kam@solvexmedia.com

Kam Hossieny

Frequently asked questions I got this week. (Ep. 2)

2. What are the essential elements a high-converting website needs?

We talked about A/B testing on a budget last Monday [or day].

This week, a hot question centers around the foundation of any successful website: 

“What makes a website convert?”

A high-converting website is like a well-oiled machine – every element plays a role in driving sales. 

Here are the 6 must-haves:

➜ Clear value proposition.

Tell your visitors:

✅ What your brand is all about.
✅ Why they should choose you within seconds of landing on your site.

➜ Compelling headlines & content.

Grab attention with:
✅ captivating headlines
✅ benefit-driven content that speaks to your target audience's needs.

➜ Strong call to action.

Tell visitors exactly what you want them to do.

Whether: 
✅ it's subscribing to your email list
✅ making a purchase.

➜ Mobile-friendly design.

More and more people are shopping on mobile devices. 

✅ Ensure your website is optimized for a seamless mobile experience.

➜ Fast loading speed.

No one likes a slow website.

✅ Optimize your images and code for fast loading times. 

(ideally under 5 seconds.)

➜ Trust signals. 

Build trust with visitors by including:

✅ customer testimonials
✅ security badges
✅ clear and easily accessible contact information.

If you need help turning your website into a highly optimized converting one.

Get your free consultation below (only 15 Spots left this November). 👇

li_at

JSESSIONID

Talks about #mediabuying, #dtcstrategies, #funneloptimization, #customeracquisition, and #conversionrateoptimization

solvexmedia.com

High-End Design that Speaks for Itself.

Macy isn’t lucky—they’ve perfected every detail of their site. 

Here’s the breakdown of what they’re doing better than you.


1. The first thing you notice when you land on Macy’s homepage? Simplicity. 

It’s not cluttered with too many choices or distractions.

2. They have customized CTAs tailored to the user’s journey.

3. They use pictures for their main categories. 

It's faster to recognize an image than to read a word, especially on mobile.

4. It’s a simple prompt, but it helps guide you to the right place and makes the shopping experience personalized from the get-go.

5. You always know where your items are—no matter where you are in the world.

6. Macy’s makes it easy to see your delivery method, estimated arrival time, and shipping cost right away.

7. By highlighting “Brands We Love,” Macy’s creates instant trust. Showcasing well-known and reliable brands reassures customers that they’re making a safe purchase with trusted quality.

=====
PDF link: 

https://lnkd.in/gUVn-6dp

Ann Handley's 3 writing rules we had to break to succeed
5 days ago, I stumbled upon one of Ann Handley’s most popular writing rules:

"Write for one person, not for the masses."

Seems simple, right? 

➜ Focus on your audience
➜ Engage them one-on-one
➜ Craft every message as if you're speaking directly to a single person

It made sense... until it didn’t.

Let me take you back to a conversation I had with a co-founder.

where we were both struggling to apply this rule.

We were trying to scale our content.

Reach more people.

And still connect with our audience. 

But the more we tried to write like we were speaking to just one person = The more our content fell flat.

That’s when we realized:

Some rules are meant to be broken.

Confession: I've spent an embarrassing amount of time analyzing Walmart.com. 
(and I'm here to tell you, it's not as boring as you think...)
After spending over 100 hours dissecting Walmart's website and consulting for major e-commerce brands.
Here's what I discovered: 
➜ Walmart's success hinges on a deep understanding of the mass market. 
They prioritize 3 key elements in their website: value, convenience, and accessibility. 
Their winning e-commerce strategy:
1. Walmart understands that getting to the right product quickly keeps customers happy. They've achieved this by:
- clear categories
- robust filters
- a powerful search engine

2. Walmart's core value proposition is "everyday low prices," and their website reflects that:
- highlighting deals, rollbacks, and clearance items.
3. Clear (noticeable) CTA 

4. Psychological Pricing ➜ Many prices end in ".99" (proven to convert 12%)

5 Walmart minimizes decision fatigue and keeps customers moving through the checkout with:
➜ clear, clickable icons 

6. Seamless integration of online and offline experiences adds to the convenience factor:
- in-store pickup
- various delivery options

7. Personalize filters ➜ Sections like “$10 & Under” make it easier for customers to find budget-friendly deals.

8. Walmart subtly nudges customers to act:
- urgency labels like “Clearance” and “Best Seller”

9. Highlight Discounts clearly ➜ Notice how savings are front and center? Big numbers like “Save $120” draw immediate attention.
The one website every e-commerce brand should be studying.
Walmart has crafted a user-friendly e-commerce experience that prioritizes value, convenience, and accessibility…
Which makes them a multi-billion dollar company. 💸💸💸

PDF link:

walmart.com

Walmart | Save Money. Live better.

CEO wants more retention
Marketing team: creates generic campaign
BarkBox: creates personalized experience that prints loyalty 🤝
Here's how BarkBox turns personalization into ➜ a cult-like customer obsession. 👇
===

Page 1: 
When you first sign up for BarkBox, they don’t just ask for your name and credit card. 

They ask:

➜What’s your dog’s size?
➜What does your dog love?
➜What’s their favorite treat?

This isn’t just data collection. 

It’s a way of creating a personalized experience from the start. 

BarkBox knows that people love it when they feel special..

(so they use this onboarding to show they care about your dog as much as you do)

Page 2: 
BarkBox doesn’t send the same generic box to every customer. 

Every box is customized based on your dog’s profile.

• The right size toys.
• Treats they’ll actually love
• The products they’ll use and enjoy.

This means = less waste = more joy for your dog = giving a real sense of value for the owner

Page 3: 
BarkBox’s emails aren’t generic, one-size-fits-all blasts. 
They send messages that feel personal:
➜ “Time for a new toy, [Dog's Name]?”
➜ “We think your pup would love this!”
➜ “Here’s a birthday treat for [Dog's Name]!”
These emails aren’t pushy. 
They’re:
🐶 friendly
🐶 helpful
Remind customers why BarkBox is so awesome.
(without making them feel sold to)

Page 4: 
BarkBox doesn’t just email you when they want your money. 

After a purchase:

• they’ll thank you
• ask for feedback
• even send special rewards

Sometimes, they’ll send birthday surprises for your pup.

It’s a way of saying, “Hey, we care about your dog as much as you do.”

Page 5: 
BarkBox’s rewards program doesn’t just give you points for anything. 

No, they give you points for engaging with the brand.

Such as:

➜ posting pics
➜ reviewing products
➜ referring friends

And those points? 

They turn into personalized rewards like....

Treats your dog actually wants or a custom dog tag.

Page 6: 
Personalization isn’t just a nice-to-have.

It’s the secret to BarkBox’s success. 

So why does BarkBox's “Personalization Formula” work every time? 💡
They take the TIME to understand both their customers and their dogs.


BarkBox doesn’t just sell a product. 

They create experiences that customers (and their dogs) love.

The one thing Newegg does better than ANY other tech retailer.

It’s their "trustworthy, fast, and knows exactly what you want" website experience. 💸💸💸💸
Here’s how they make it happen—and how you can too:
1. Placing your logo, shopping cart, account options, language settings, and notifications on the right side of the page makes things easier for users.

2. With categories like "Computers," "Smartphones," and "Components," users know exactly where to go.

3. Time-limited deals push customers to act fast, while creating a loyal community of deal hunters who know Newegg is the place for discounts.

4. Newegg doesn’t just show products—they let customers customize, build, and visualize their choices, which increases engagement and satisfaction.

5. They provide detailed, informative descriptions that answer all customer questions upfront.

6. You’re not just getting one picture of the item; you're getting multiple angles, zoom options, and sometimes even unboxing videos.

7. Real user images create trust and show products in real-life situations, helping customers make better buying decisions.

8. Newegg’s "guest checkout" option streamlines the purchase process, making it quicker and more convenient for users.

9. A dedicated warranty section gives customers peace of mind and shows that Newegg cares about post-purchase support.


=====
PDF link:

https://lnkd.in/gp6uXJFj

Stop buying from Zappos until you read this.
I analyzed 10,000 purchases to expose their website tricks
1. This section is a genius upselling tactic. 
By showcasing how the current product can be styled with other items.
Zappos encourages customers to add more to their cart without feeling pushy. 
A subtle way to increase average order value.

2. We’ve all been there—ordering something online and worrying it might not fit. 
Zappos helps reduce that uncertainty with a clear size guide. 
This reassures customers and reduces the risk of returns.

3. They go the extra mile to make sure customers find exactly what they need. 
This builds trust and makes shoppers feel valued, which is key to fostering long-term loyalty.

4. It motivates customers to act quickly before the product sells out.

5. Seeing how other customers style the product helps potential buyers visualize it in real-life settings and increases their confidence in making a purchase.

6. Displaying the total number of reviews (20) and the percentage breakdown for each star rating (70% 5-star, 5% 4-star.) gives potential buyers a snapshot of overall customer satisfaction. 

7. The combination of icons and text (100% True to size, 100% Felt true to width, 100% Moderate arch support) makes the information easy to understand and quickly digestible.

8. Seeing "+3 colors/patterns" encourages them to explore further, knowing there are other options available.

9. Instead of having to search for the suggested item, the customer can simply click "Add Item" and continue shopping.

10. By highlighting the limited availability of the beanie, it taps into the fear of missing out (FOMO). 
This can be particularly effective for popular items or during sales periods.

The bottom line?
Zappos proves that in e-com, the devil is in the details. 
Every element of their site is designed to make shopping as:
- easy
- personalized
- enjoyable as possible
Take a page out of their book, and you’ll see your e-commerce game level up.

=====

PDF link:

www.canva.com

Zappos

Warby Parker’s homepage trick that captures 10x more leads 💡

Let’s face it: Most websites beg for your email.

“Sign up for updates”... 

“Join our newsletter”...

But Warby Parker? 

They don’t just ask—they make you want to give them your email.

Their secret? 

👉 The Virtual Try-On Experience.

Why does it work so well?

1. It solves a real problem: "How will these glasses look on me?"
2. It’s a low-friction interactive experience.
3. It provides immediate value—before they ask for anything.

The Warby Parker optimization method:

✅ Instant gratification ➜ customers see the results right away.
✅ Solving a customer pain point ➜ "What will these glasses look like on me?"
✅ Collecting leads seamlessly ➜ without the traditional hard sell.

Here’s where most brands fail:

Instead of offering a generic “Sign up for updates”.

Warby Parker offers: "See yourself in these glasses right now"

Customers aren’t feeling marketed to—

They feel like they're getting a personalized service.

(and that changes everything)

Result? 

10x more leads than a traditional email capture method.

The lesson? 

Stop asking for email addresses upfront.

Give before you ask. 

Provide value first.

(and the leads will follow 😉)

Why revenue is a vanity metric that can kill your business 💸 
(and why your biz might be winning and losing at the same time)
Picture two pizza shops on the same street.

Shop A: $1M in annual revenue 
Shop B: $500K in annual revenue
Most people would bet on Shop A as the clear winner, right?

Here’s where the story gets interesting.
• Shop A has $1M in revenue but $1.2M expenses
• Shop B has $500K in revenue but $350K expenses
Surprise twist: 
Shop B is actually making money. 
Shop A? Burning cash faster than a bonfire. 🔥
The uncomfortable truth about business: 
Revenue is a fancy party trick. 
Profit is the real magic.
Here’s what most entrepreneurs get wrong: 
🚫 Chasing top-line numbers 
🚫 Celebrating gross revenue 
🚫 Ignoring cost structures

What smart businesses do: 
✅ Optimize margins 
✅ Control expenses 
✅ Focus on efficiency 
✅ Prioritize sustainable growth

The mathematical reality: 
• $500K with $150K profit
• $1M with a -$200K loss
Your business isn't a race to the top. 
It's a strategic game of financial chess. ♟️
Difference of Revenue and Profit?
Revenue tells you how much you're selling. 
Profit tells you how well you're playing the game.

I have a question for you:
Which metric are you really measuring? 🤔

Tag someone who's always ordering from Ulta. 
They NEED to see this breakdown of their website's genius.
Ulta Beauty has built a dominant online presence by catering to beauty enthusiasts 
Here's how they do it:
1. Trust signals ➜ Ulta displays a massive volume of positive reviews (21,795 reviews) and high ratings.

2. Scarcity ➜ They subtly use scarcity, like showing the number of recent viewers, to create a sense of urgency and encourage immediate purchases.

3. Clear value upfront ➜ Ulta communicates the value of their products with compelling headlines like:
- "An Instant Classic" 
- clear explanations of product benefits
helping customers make quick decisions.

4. Prioritizing convenience and a Smooth checkout ➜ Easy navigation, clear shipping options, and a prominently displayed "Add to Bag" button make for a frictionless shopping experience.

5. One liner product summary ➜ Including ingredients and packaging details.

6. Encourages user reviews ➜ By promoting user reviews, Ulta creates valuable social proof and builds a sense of community among beauty enthusiasts.

7. Use of statistical data ➜ Such as the percentage of users who would recommend a product, to further strengthen their claims and build trust.

8. Address the “Cons” and “Pros” proactively in FAQs ➜ To address potential concerns head on to set clear expectations.

9. Highlights its corporate commitments ➜ They showcase their commitment to social causes, appealing to conscious consumers and strengthening brand loyalty.
=====


PDF link: 
https://lnkd.in/gaGtMN7M

Why Basecamp's product marketing strategy failed for everyone else 🤔
Last week, a startup founder asked me why copying Basecamp's marketing playbook killed his product launch.
The answer? 
It's not what you think.
This is the story about the hidden truth behind Basecamp's success...
Everyone sees the results of Basecamp’s famous approach:
• Zero paid ads
• No sales team
• Pure content marketing
• Founder-led storytelling
And the numbers are impressive:
• 15M+ users 🧑🤝🧑
• $100M+ in revenue 💸💸💸
• 20 years of steady growth 📈

But here’s the catch: Why does this strategy fail spectacularly for most companies? 🤔
Here's what I learned after studying 50+ companies that tried to copy Basecamp:
1.. Timing was everything
Basecamp (originally 37signals) started blogging in 2004. 
Back then, just writing decent content about web design would get you noticed. 
Fast forward to today:
Good luck standing out in an ocean of content. 
The timing that worked for Basecamp can’t be replicated in the same way now.

2. The Founder effect
Jason Fried and David Heinemeier Hansson weren’t just founders—they were already respected voices in the tech community before Basecamp took off. 
Their credibility gave them an immense head start.
Most startups today don’t have that built-in trust and recognition.

3. Market position.
Basecamp launched when project management tools were clunky enterprise software.
They weren’t just selling a product—they were selling a revolution in how teams collaborate and organize.
The market was ripe for disruption.
(and Basecamp capitalized on that moment)

Here's what fascinates me most:
Companies copying Basecamp focus on WHAT they did, not WHY it worked.
It’s NOT because their strategy was magical 
It worked because:
✅ Their timing was perfect
✅ Their reputation was pre-built
✅ Their market was ready for change

Basecamp's success came from ignoring best practices and creating their own rules. 
Yet companies fail by... copying them?

(see the irony?)

So, what’s the lesson here?

Don't just copy Basecamp's tactics. 🙅♂️
Copy their courage to be different. 

Ask yourself: What unique advantages do YOU have that others can't copy?

Frequently asked questions I got this week. (Ep. 3)

3. How can I track the performance of different landing pages? 🧐

Last week, we discussed building high-converting websites. 

This week, let's delve into measuring their success.

“Tracking the performance of your landing pages”

Tracking your landing page performance is VERY important in your eCom business. 

Let you see what resonates with your visitors and what needs improvement. 

Here's how I track landing page performance for my clients: 📝

➜ Analytics tools.

Use analytics platforms like:

✅ Google Analytics

To track metrics such as conversions, bounce rates, and time spent on page.

➜ UTM parameters.

Take your tracking a step further with UTM parameters. 

These are small snippets of code added to your landing page URLs. 

When someone clicks the link...

UTM parameters send info about:

✅ traffic source (e.g., Facebook ad, email newsletter)
✅ campaign (e.g., summer sale) to your analytics tool.

It provides a clear picture of which marketing efforts are generating the most relevant traffic for your landing pages.

➜ Heatmaps.

Heatmaps are visual representations of how visitors interact with your landing page. 

It reveal:

✅ How visitors interact (click, scroll, hover) with your landing page

Helps you identify areas for improvement.

➜ A/B testing.

Use A/B testing to:

✅ Compare different versions of your landing page.

See which one performs better.

By analyzing the results, you can gradually optimize your landing page for maximum conversions.

—
If you need help transforming your landing pages into conversion machines

Get your free consultation below 👇

Website Secrets

What DTC founders like Emily Weiss (Founder of Glossier) know about CRO 

When you think of successful DTC brands.

Glossier is one of the first names that comes to mind. 🧠

But here’s the real question: 

“What sets founders like Emily Weiss apart from the competition when it comes to CRO? 🤔”

5 CRO lessons you can learn from a $1.8 billion brand: 👇
===

Page 1: 
Glossier didn’t just build a website.

They built an experience that feels effortless and personal. 

From the clean design to the intuitive navigation.

Every element serves one purpose: 
➜ Enhancing the customer journey.
Lesson: 
Focus on your customers' needs first.
 A smooth, seamless experience = higher conversions. 
Period. 
When the journey is simple and frictionless...
Customers are more likely to follow through.

Page 2: 
They built their brand on user-generated content:

- real reviews
- authentic customer photos
- social media posts

— woven into every part of their website. 

This isn’t just a strategy.

It’s their DNA. 🧬

Page 3: 
Glossier’s website isn’t overloaded with information. 

It’s clear, concise, and focuses on what matters most: 

➜ products and benefits.

Lesson: 

Keep it simple. 

Don’t overwhelm visitors with too many options or distractions. 

A clean, focused design drives better conversions.


Page 4: 
Testing, Testing, Testing

Glossier understands the value of constant testing. 

They test everything from product pages to ➜ checkout flows

To ensure they’re maximizing every opportunity for a sale.

Lesson: 

Don’t assume. 

Always test and optimize. 

Small tweaks can make a huge difference in conversion rates.

Page 5: 
The Bottom Line?

DTC founders like Emily Weiss understand that CRO isn’t just about tweaking a button or changing a headline here and there. 

It’s about crafting a customer-first experience.

(that’s what every DTC brand should aim for if they want to succeed)

So, the next time you look at your website.

Ask yourself: 

➜ Is this an experience my customers would love? 

If not, it’s time to rethink your approach.

What type of e-commerce brand owner are you? 🤔
Every e-commerce owner falls into one of these 4 types.
If you don’t know yours, you're already behind in 2025. 
Knowing your type is the first step to actually growing.
(before your competition does, read below 👇)
===


Page 1: 
1. The Visionary 🧠

What you’re like:

You dream big and think about the future. 

You take risks and chase new ideas.

Strengths:

⤷ Innovation
⤷ Big ideas
⤷ Long-term vision’

Marketing style: You inspire with bold stories and future-focused campaigns.

Growth area: Execution is key. 

Turn ideas into action and build a solid team.
 
Page 2: 
2. The Hustler 💪
What You’re Like:
You’re always moving—handling everything from customer service to marketing.

Strengths:

⤷ Hard work
⤷ Adaptability
⤷ Quick decisions

Marketing style:
Your marketing is all about fast sales.

(promotions, clear CTAs, and limited-time offers)

Growth area:
Avoid burnout. 

Automate or outsource to scale.

Page 3: 
3. The Data-Driven Strategist 🤓

What you’re like:

You rely on data to make smart, ROI-driven decisions.

Strengths:

⤷ Analytics
⤷ Efficiency
⤷ Optimized decisions

Marketing style:

You personalize and optimize with A/B tests, segmentation, and retargeting.

Growth area:

Don’t forget the human side. 

Build deeper emotional connections with customers.

Page 4: 
4. The Brand Builder 🔨

What you’re like:

You focus on creating a brand and community.

❌ Not just products.

Strengths:

⤷ Branding
⤷ Loyalty
⤷ Community

Marketing style:

You tell stories and build relationships through content, social, and influencers.

Growth area:

Balance branding with conversions. 
Build loyalty that drives sales.

Page 5: 
Which type are you? 🤔
Stop pretending to be something you're not.
Identify your type and face the reality of your marketing strategy.
Every type has its own path to success.
So why are you still trying to follow someone else’s?

How Walmart's biggest marketing failure revealed a $2B opportunity 💰💰💰
I remembered it was 2015.
and I was standing in a Walmart store watching a frustrated customer try to find a product she saw online.
"It says it's in stock, but no one can find it," she told the associate.
This scene played out thousands of times daily across Walmart stores. 
Their website was a mess, and everyone knew it.
But here's where it gets interesting...
That failure? 
It sparked one of the biggest retail transformations I've ever seen.
Let me break it down for you:
The Problem:
• Customers couldn't find products online (the search was basically a coin flip)
• Mobile site was slower than my grandma's dial-up internet
• Online inventory? Pure fiction most of the time

Here's the wild part – Walmart was losing $2B in potential sales. 
(not million. BILLION.)
But instead of hiding from this disaster, they did something crazy:
They admitted they were wrong.
Then, they went all in. 
Walmart’s Optimization:
1) They rebuilt their entire website from scratch
2) Turned their 4,700 stores into mini-distribution centers
3) Created a 2-hour delivery service 

Results? Mind-blowing
E-commerce sales shot up 97% ⬆️
Mobile orders exploded by 300% ⬆️
Customer satisfaction jumped 45% ⬆️

But here's the real lesson that hit me hard:
Sometimes your biggest failure is actually pointing you toward your biggest opportunity. 
You just have to be humble enough to see it.
The Walmart executive I spoke with put it perfectly:
"We stopped trying to compete with Amazon and started playing our own game."

My take?

This isn't just a Walmart story. 
It's a wake-up call for every business afraid to admit their mistakes.

Your failures aren't your finish line. 
They're your starting point.
Quick question: When was the last time a failure led you to an unexpected opportunity?

Robert Cialdini called this persuasion technique “manipulative” 😈
(here's why we use it 😏) 
A few years ago, I read something in Robert Cialdini’s Influence that stopped me in my tracks.
He called “reciprocity” one of the most powerful
(and potentially dangerous)
Why? 
Because when you give someone something (a gift, favor, etc.).
They feel an innate obligation to return the favor. 
Sounds harmless enough, right? 
But in the hands of marketers, it can be manipulative.

But here's the kicker—we still use it.

Here’s why:
1) It works.
You’ve probably seen it in action. 
Think about those:
- free trials
- a bonus offer after purchase
- a "free sample" 
at a store. 
You didn’t ask for it, but now you feel like you owe something in return.
(often a purchase or an engagement)

2) We’re wired for it.
Humans are social creatures. 
We want to reciprocate when we get something. 
It’s ingrained in our DNA. 
So, marketers tap into this natural impulse. 
Cialdini knew it would be powerful—and he was right.

3) It builds trust.
Giving something away first shows you’re not trying to take something from people.
(you’re offering value)
It breaks the ice and lowers resistance. 
And when people trust you, they’re more likely to buy into what you’re selling.


Now, here’s where it gets tricky:
While reciprocity is effective, it can easily backfire if it feels forced or manipulative. 
People can sense when they’re being “played” or when it’s not genuine. 
That’s why smart marketers don’t just give. 
They:
➜ build relationships
➜ offer value over time
➜ make sure their “gift” aligns with what the audience actually needs.

Takeaway?
Persuasion isn’t bad.
But it has to be authentic and respectful to work. 
You can’t trick people into giving back.
You have to EARN it.

So, the next time you're offered a “free gift” or a “limited-time bonus,”.
Remember this: 
👉 Reciprocity is a powerful tool but use it wisely.

If you're the one marketing, ask yourself:
Are you offering real value, or just trying to get something in return?

Why Costco's website is dangerously effective at emptying your wallet.
1. Offer multiple delivery options (Standard, Same-Day, 2-Day) 
Catering to different customer needs with flexible delivery options can significantly boost satisfaction. 
Some customers prioritize speed, while others are more budget-conscious. 

2. Show trusted brands upfront 
When customers are in the market for something big (like a refrigerator), seeing familiar and trusted brands encourages them to explore your options more. 
Brand recognition builds confidence = leads to more clicks and higher conversion rates.

3. Enable filtering by category
Nobody wants to scroll endlessly. 
By adding category filters, you save customers time and make it easier for them to find what they’re looking fo

4. Give customers control over delivery options 
Allowing customers to choose their preferred delivery method (whether it's faster delivery or a specific time slot) empowers them and reduces cart abandonment. 

5.Helps customers quickly find what fits their budget.
The more relevant options you offer, the more likely they are to buy.

6. When users see that others have rated a product highly, it builds social proof, increasing their confidence to make a purchase.

7. Early Customers don’t like waiting in uncertainty. 
By showing the delivery date upfront, you’re letting them plan accordingly.

8. Displaying reviews with ratings like “3.1 stars (27 reviews)” gives shoppers a quick snapshot of product quality.

9. Size guidance or a fit-check feature can help avoid disappointment and returns—just like a helpful sales associate offering advice before a purchase.

10. When users see a limited-time offer or a significant discount, it can make the purchase feel like a no-brainer.
Encouraging quicker decisions and boosting sales. 
Costco’s website proves that great design doesn’t have to be complicated. 
Simple touches—like flexible delivery, trusted brands, and clear pricing.
Combine to create a seamless shopping journey that keeps customers coming back.


=====

PDF link: 
https://lnkd.in/g9-Vj9F9

Frequently asked questions I got this week. (Ep.1)

1. How do I A/B test effectively on a limited budget?

This is a question I hear a loooot (and for good reason).

A/B testing is a powerful tool for boosting conversions, but it can seem *expensive*. 
(...but it doesn’t have to be!)

Running effective A/B tests doesn't require you breaking the bank. 

Here's how I approach strategic A/B testing for clients with limited budgets:

➜ Prioritize.

Focus on testing elements with the biggest potential impact, based on website analytics.

➜ Start small.

Don't try to change everything at once. 

Begin with small, focused tests and scale up the clear winners.

➜ Leverage free tools.

There are plenty of free A/B testing tools available online. 

Do some research to find one that fits your needs.

➜ Focus on statistical significance.

Don't be fooled by tiny wins.

Make sure your tests have enough visitors to ensure results are reliable.

➜Track & analyze.

Monitor your results closely and adjust your tests based on what you learn.

If you need help on strategic A/B testing.

DM me “CRO” for more.

Spots are limited.

In a world of “Me Too” brands, Fenty Beauty proves that understanding your audience is everything.
What Fenty Beauty taught me about creating irresistible offers: 
(and how you can apply these tips to your own brand) 👇
===


Page 1: 
Fenty Beauty didn’t just cater to one skin tone or one type of customer. 

They saw an underserved market and filled the gap with a line that offered 40+ foundation shades.

Lesson: 

Understand your customers’ needs.

Don’t be afraid to think beyond the obvious.

Page 2: 
Fenty’s message was clear: beauty is for everyone. 

By offering diverse products and making inclusion a key part of their brand identity.

They built a loyal community.

Lesson: 

Make your offers feel:
- personal
- inclusive
- aligned with your audience’s values

Page 3: 
Fenty Beauty made purchasing an experience. 

From the sleek packaging to the easy-to-navigate website.

Every detail was designed to make customers feel special.

Lesson: 
 
Focus on the entire customer journey.

(not just the sale) 

Create an experience that resonates.

Page 4: 
Fenty Beauty doesn’t just offer a product.

They offer luxury at an accessible price. 

They understood their audience wanted quality without the steep price tag.

Lesson: 
 
Balance quality and affordability to give customers real value.

Page 5: 
The Bottom Line?

Fenty Beauty created irresistible offers by:

💡 understanding their audience
💡 making their brand inclusive
💡 offering high-value experiences

Take a page from their playbook: 

When your offer connects with customers on a personal level, it becomes irresistible.

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