Formtoro.com - Zero Party Data Ecommerce Strategy

I run a software company called Formtoro which is purpose built to collect and analyze customer data in combination with ad and sales data for ecommerce brands.

I also run marketing and strategy for Krakatoa Underwear, a mid-7 figure ecommerce Direct to Consumer high end men’s underwear company.

Prior to Formtoro and Krakatoa Underwear I ran marketing and customer support for LIFX leading to acquisition.

I’ve been involved in marketing for 20+ years.

My motto is work smarter, not harder, and let data lead.

Always up for a chat about the industry: calendly.com/jonivanco

I've open sourced my entire strategy at ecomwithjon.com

I love zero party data and data analytics and a good debate around them.

🏌🏼‍♂️Jon Ivanco

Popup Opt-in rates are a scam.

On one side you're just giving away margin to get an email that you'd get anyway when someone converted.

On the other if you are collecting a data point you don't have enough time to use it on the person that provides it because those that check out due so in less than 12 hours.

I'm going to say it, it's a KPI that I've gamed a lot.

This doesn't even take into account all the same existing customers that are just signing up under different emails...

Or my favorite the Apple ones that hide their emails every time.

An email list is only as good as the amount of people that sign up and convert and that happens as a result of the messaging that drove the traffic.

So here's the flip, use this interaction to build a statistical model around what messaging you should be using on people that converts the highest.

That's where the real magic comes from, else you're chasing vanity metrics that don't mean anything.

🏂Jon Ivanco

Marketing Automation via Intelligent Data Layers

Last night I figured out something that had been bothering me for years around popups. 

It’s manual now and we’ll start testing this week. 

But it’s an evolution of getting data from every first time purchaser that uses a generic coupon code. 

It’s pretty cool. 

This solves one of the biggest trade offs with discounting on first orders and silent profit leaks. 

Yes I’m posting again because I’m back to building systems that solve overlooked problems. 

Clean the data. 
Put it into content systems. 
Automate marketing. 

I spend a lot of time questioning systems and building work arounds before we consider how to implement them seamlessly behind the scenes. 

This is going to be a big update. 

Small change. Huge impact. 

No one is doing it. Guaranteed.

Dash of CX

I provide Experimentation (CRO) and User Research Services for online stores. 
As a freelancer, I collaborate with both brands, and agencies.

Overall, I have 10+ years in Data, UX & CRO, and clients have rated my services with a global top 1% score (NPS 75).

▪️ After getting fully booked up in 2022, I now partner with CRO Research specialist Laura Algo. As a freelancing duo, we have extra skills, creativity and time to service clients. 
▪️ We love to help purpose-driven eCommerce stores learn and grow with CRO/Experimentation and User Research.


--- Results: 
▪️ Recently a CRO program that we run drove +multi-million euros in additional revenue for our client, a ROI of around 19:1.

---  Featured in the Industry:
▪️ Published content on Hotjar & Convert.com 
▪️ Talked at industry events: 
VWO
Experiment Nation
MeasureCamp London
Conversion Rate Conference 

👉 Book a chat to discuss your CRO project here: https://calendly.com/dashofcx/30min

Freelancer / CRO Specialist for eCommerce

I've mentored a few CRO Specialists, upskilling them on all areas of CRO such as:
▪️ How to launch and run successful CRO programs, with stakeholder engagement
▪️ How to get the most out of User Research, and apply learnings
▪️ How to do strategic CRO and get trustworthy results
▪️ How to do CRO efficiently (with automation) and avoid mistakes

CRO Mentor

Loop Earplugs

• Collaborating on the CRO program, to bolster the company's award-winning growth
• In 2024, the CRO team won the gold Best in Test award, from Guess the Test

Freelance CRO Researcher/Speciliast

ELLOS GROUP

Co-running the CRO Programs for the eCommerce group, including Ellos.se 
💹 Produced strong ROI from the optimization program within 6 months, approx 19:1 ROI
📒 CRO tests uncovered over 15 key insights in the first 6 months
✔️ A/B test ideation, planning, launch, analysis (Adobe Analytics & Adobe Target)
✔️ Maintaining a knowledgebase of user research and CRO test-insights (Airtable)
✔️ CRO activities are driving significant uplifts in Revenue Per Visit

CRO Consultant

COMBO!

- Providing Conversion Optimisation and User Research services for Combo! agency.

Freelance CRO Consultant

Perk Clothing

Leading the CRO Program for US apparel brand, perkclothing.com
🔬 Ensure tests are user-focused, strategic and trustworthy: enabling high win-rates
🎯 Defined 6 CRO Strategy Themes - based on CRO Research
👨‍💻 Log key site updates to improve UX

📒 Multiple research sources have produced over 100 insights logged in 9 months - powering the CRO program

Freelance CRO & User Research

Exceptional Web

💬 Client Testimonial:

"The team is amazing. Delycia and Chris took care of everything and walked me through reviews of A/B tests, gathered feedback from customers, and presented theories that we could explore to create even better experiences that were more lucrative for us.

The best part was that our brand was always respected and our customers were never inconvenienced. You guys had a touch that made me confident I could trust that you were genuinely part of our team and not just working for us." 
- Jason Wieland, Co-Founder, ILNP Cosmetics Inc

White-labelled CRO for digital agency

Fabric Behavior Design

Consulting on experimentation process and design.

Experimentation Consultant

Oddit

Provided UX & CRO advice for the Oddit Newsletter, and Oddit's private Slack Club for entrepreneurs.
Helped DTC brands grow in a customer-centric way, and avoid the traps of hacks and guessing. 

Here's some feedback I received:

-  "Thanks, that's epic feedback!"
-  "Legend! Thanks so much for all of this."
- "Really appreciate all the information here. You are a star."

☝️Above: Feedback from eComm managers and founders.

UX & CRO Consultant

Spacer.com.au

Conversion Rate Optimization and UX guidance for Spacer.com, and Parkhound.com.au
✔️ Helping my client find valuable insights for their business and run a CRO program
✔️ Subject-matter expert for web analytics, UX and experimentation (Google Analytics/Optimize)

Optimisation Consultant

ILNP Cosmetics

Conversion Rate Optimization and User Research activities for a popular indie nail polish store ilnp.com
👉 Colab Highlights: 10+ Research Projects, Dozens of usability and test opportunities uncovered
✔️ A/B testing ideation, planning, launch, analysis (Google Optimize & Airtable)
✔️ Helped bring stakeholders closer to the customers and provided dozens of actionable insights 
✔️ The most successful test lifted conversions by +28%

Conversion Rate Optimization & User Research

eCommerce CRO & User Research - Freelance / Consultant

We're two specialists providing CRO & UX solutions for eCommerce stores.

▪️ 7+ years of experience providing CRO & UX services (freelance since 2020)
▪️ 12+ years of experience uncovering value from Data/UX
▪️ Rated Top 20 CRO to meet - by Experiment Nation

I partner with CRO Specialist Laura Algo.
As a duo, we have extra skills, creativity and time to service clients.
We love to help purpose-driven eCommerce stores learn and grow with CRO/Experimentation and User Research.

Since 2017 my clients have added millions in additional revenue to their bottom line, thanks to strategic CRO & UX
• Clients I've worked with include:
   Loop Earplugs, Casper Mattresses, The Open University, Ellos, Jotex, Perk, Ford, Jimmy Choo, Microsoft Surface

Featured in the industry:

🟪 ConversionWise - Podcast - Advanced CRO Techniques:
  https://www.youtube.com/watch?v=hzUkOUmrIfY
🟪 Hotjar - UX Guide
  https://www.hotjar.com/website-problems/ux/
🟪 VWO - Webinar: I Added +$3M to Client Revenue With CRO & UX
   https://vwo.com/webinars/million-client-revenue-with-cro/
🟪 Convert.com - Shopify Image Optimization Guide
   https://www.convert.com/blog/shopify-conversion-optimization/shopify-image-optimization-guide/
🟪 Experiment Nation - 7 tips for CRO Program Success
   https://www.youtube.com/watch?v=-O3nMGJmuaQ
🟪 Fresh Egg - The Six Steps of Running a Successful CRO Campaign
     https://www.freshegg.co.uk/blog/conversion-services/the-six-steps-of-running-a-successful-cro-campaign/
🟪 Lessons From 17 CRO Experts:
https://www.omniconvert.com/blog/lessons-from-cro-experts/
🟪 Top 20 CRO to meet
https://experimentnation.com/2022/11/26/the-top-20-must-meet-cros-of-2022/

📊 Results
▪️ Recently, a CRO program that we co-run drove +multi-million euros in additional revenue for our client, an ROI of around 19:1.

🎤 Spoken at industry events
  VWO
  Experiment Nation
  MeasureCamp London
  ConversionWise
  Conversion Rate Conference

⭐ My Values 
Learning, Creativity, and Integrity

taplio

The Battle

🏌🏼‍♂️Jon Ivanco

Chris Marsh

Followers

Posts

Engagements

Likes

Performance Score🏌🏼‍♂️Jon Ivanco's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

🏌🏼‍♂️Jon Ivanco

Chris Marsh

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}🏌🏼‍♂️Jon Ivanco's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance Score🏌🏼‍♂️Jon Ivanco's LinkedIn Performance