Conversion marketing
44
MENTIONS
21
EPISODES
16
PODCASTS
Search complete. 44 mentions across 21 episodes found for "Conversion marketing".
Oct 30, 2026
Jonathan BertholdGUEST
We're going to learn from this experiment so that future experiments or future campaigns, we have a better perspective on what works or doesn't work.
Jonathan BertholdGUEST
A good example I always have with this is in paid media and CRO, especially for landing page optimization.
Jonathan BertholdGUEST
To the point where in my career, lead generation space, prior to coming to Moz and Ziff Davis, I built out a lot of funnels.
Jonathan BertholdGUEST
And I had to sell my leadership team on taking development resources and building kind of an optimized funnel path that wasn't using leased software like Unbounce or ClickFunnels.
MaxGUEST
I don't know if it's still there post-pandemic, but I went to Barnes & Noble on Fifth Avenue, and I went to the business section and bought every marketing book I could on Facebook.
MaxGUEST
SEO and CRO, landing page optimization, AdWords.
MaxGUEST
It was called back then AdWords for dummies.
MaxGUEST
I bought, just spent like $300 on books.
Femi OlajigaHOST
And the next thing is your email marketing, your paid media, and then your marketing.
Femi OlajigaHOST
CRO and UX is something that you could potentially keep outsourced, but you do not.
Femi OlajigaHOST
The goal of e-commerce and the goal of your website is to understand your customers perfectly, that whatever you do on your website, you know it will work.
Femi OlajigaHOST
CRO on the other hand is, oh, we're going to test as many things as possible and we're going to hope something sticks.
Femi OlajigaHOST
CRO is more agency focused.
Femi OlajigaHOST
They're trying to sell you multiple A-B testing to keep the contract going, to get more money from you.
Femi OlajigaHOST
But if you understand your customers and you do good UX, you shouldn't need as much CRO as CRO.
Femi OlajigaHOST
they would suggest you need.
James GurdHOST
So that's quite challenging.
James GurdHOST
Then we're talking about running a real experimentation program without a dedicated CRO team.
James GurdHOST
And there are lots of brands who want to accelerate experimentation.
James GurdHOST
And it's always that question about how do you do this without massive dedicated resource? um we're looking at the journey from optimizing to visually and what benefits that's opened up for sports edit and then learning how multi-brand retailers can thrive alongside d2c because it's not just about competition it's about working together to maximize like um wallet share and mind share so really interesting discussion points today so there's our context here so why don't you give people a flavor for who you are your ecom journey and then um for those who don't know much about sports edit where it sits and what it does
Femi OlajigaHOST
Conversions, the associated sale.
Femi OlajigaHOST
So this thing is important because when a CRO person is looking at conversions, they look at conversion from a blended lens.
Femi OlajigaHOST
They say, oh, your website is converting.
Femi OlajigaHOST
They did a landing page optimization, A-B testing.
Femi OlajigaHOST
That is not always from a channel perspective.
Femi OlajigaHOST
The A-B testing and the CRO that they've done will combine both SEO, Google Ads, email marketing.
Femi OlajigaHOST
So it's difficult for you to understand the performance of your Google Ads.
Femi OlajigaHOST
May I remind you that Google Ads is the most expensive part of your marketing, especially for D2C customer because you need to pay to get customers.
Sam GocherGUEST
So ideally, ideally you want the founder.
Sam GocherGUEST
But the CMO or the CRO would be enough for you to be able to ask the questions, have an interview with them, um, and really gather exactly what they feel about the business.
Sam GocherGUEST
What do they think the business should be known for? 'Cause they're the people, they're so senior, and if they are the founder, then they're gonna have had a, you know, a, a perception already before we were even doing this.
RyanHOST
Yeah.
Sam GocherGUEST
So sales should always have an input because they're the people that are going...
Sam GocherGUEST
You know, they're gonna be selling to people that have hopefully seen, seen the content, so they're gonna have to be able to speak to that same messaging and positioning that the content's giving.
Sam GocherGUEST
Um, so what we did at Cognism was we... 'Cause we were, we were a larger marketing team, so we hashed it out between us, and then once we were happy with something, we took it to the CMO and the CRO, and then eventually the CEO.
Sam GocherGUEST
But if you're a smaller business and you're listening to this podcast, you can basically just skip a couple of steps there.
Josh HadleyHOST
She has spent 10 years in the D2C growth behind brands that you already know and love.
Josh HadleyHOST
She's managed over 250 million in media and pulled just about every lever in the consumer journey, from loyalty and returns to CRO, data, and inventory.
Josh HadleyHOST
She now runs BA Commerce, where she embeds senior operators into D2C brands to drive profitable growth that goes way beyond button pushing on meta.
Josh HadleyHOST
And she does it all from Buenos Aires.
Sarah CarusonaGUEST
And I like that.
Sarah CarusonaGUEST
And so what we do now is we hire and train what I call growth operators and embed them at brands at 20 to 30 hours a week.
Sarah CarusonaGUEST
And so those growth operators are highly trained across acquisition, which is going to be your media, your creative flywheels, your offer structure, retention, that's going to be your LTV increases, obviously email and SMS, subscription loyalty programs, and then conversion, which is going to be your CRO roadmap, your landing pages, AOV upsells, all of that good stuff.
Sarah CarusonaGUEST
And these growth operators get deployed in those brands.
Krisztian KiralyGUEST
So actually, I'm working in digital marketing for more than a decade now.
Krisztian KiralyGUEST
I had my focus always on e-commerce and especially on CRO and conversion rate optimization.
Krisztian KiralyGUEST
I have led my own digital marketing agency in Hungary for more than five years with the brand name Conversions Master.
Krisztian KiralyGUEST
And at the moment, as you have mentioned already, I'm working as an international partnership manager by OptiMonk.
Erez ZevulunovHOST
And, and how have you been able to kind of transition your skill sets from, you know, SEO and, and optimization into e-commerce? Like, what made you kind of pivot on that?
Krisztian KiralyGUEST
Yeah.
Krisztian KiralyGUEST
So going from running my own agency to joining OptiMonk was a, was a real shift, actually, from being the person doing the hands-on CRO work for one client at a time to helping scale the same value across thousands of brands through partnerships.
Krisztian KiralyGUEST
And the lesson actually for me was that your expertise is portable even when the format around it changes completely.
Mia UmanosGUEST
ClickVoyant is one button click, out comes a PowerPoint, and then they just deliver that.
Mia UmanosGUEST
But then the second value was we discovered about 20% of our subscribers were CRO experts, people who were in charge of user experience and optimizing transactions for the website.
Mia UmanosGUEST
And so the insights that they were using were things like we're looking at- Oh, people in, uh, these regions are spending more average order value than people in these regions.
Mia UmanosGUEST
Create some personalization techniques or paid media campaigns to get more customers from those regions.
11 MINS LATER
Mia UmanosGUEST
They started to see.
Mia UmanosGUEST
I said, "Give me 100,000.
Mia UmanosGUEST
Give me $100,000." And this is probably a lot of money for most of your listeners, but said, "Give me $100,000." I turned that $100,000 with CRO testing into four million incremental for that company, and they were like, "Oh my God.
Mia UmanosGUEST
We never knew we could do this." And now that company who I've coached is now, like, running a CRO program on regular basis, and in fact, choosing their agencies based on the ability to test.
Brandon UrichGUEST
Uh, on the growth services side, we've expanded to have really solid practice areas around SEO, which has obviously evolved into AEO and GEO as well.
Brandon UrichGUEST
Uh, we have CRO and UX services, and we also have performance marketing, which includes, like, shopping feeds and email marketing.
Brandon UrichGUEST
We're a Klaviyo partner as well, so, um, kind of the full gamut of, you know...
Brandon UrichGUEST
Some, some of the brands we support we do one thing for, some of them we do everything for.
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