Bright Minds of eCommerce Podcast
Aug 27, 2026 · 36 min · 10 segments
Jodie Minto joins me this week to talk about the marketing mistakes she sees eCommerce founders make on repeat, from relying too heavily on organic social in the early days, to going all in on paid…
Jodi MintoGuest
Dahna BorgHost
Before they're doing marketing, what are some of the things you see that people don't have sorted well enough first before they start doing too much?
Usually, and I guess this is, you know, I've been guest lecturing at a private college in Sydney for up-and-coming fashion entrepreneurs.
is job or any kind of paid ads job is to get someone to take some sort of action and in the case of social media ads click on the link and come across to your website once once they've managed to do that their job is done they're like we got the you know we got you the click now it's up to you my friend and so what happens a lot is that people land on this website or this product page or they land somewhere where they weren't even supposed to land and you the business owner and the website then drop the ball totally so A lot of times, you know, like they're like, I know I've got to do ads and I've heard about ads and I'll just turn the tap on for ads.
And there's all this work to be done on the website, on the product page, on the landing page.
Particularly for like fashion brands, I often see on their product page, they won't have a size guide.
Like is it 100% cotton or is it 100% polyester? Like all of these questions that people have, like we're not answering them at all.
There'll be one kind of mannequin photo of the dress on this ugly mannequin in someone's living room and we're trying to, you know, charge $300 for the dress.
Like it's all of these different things on the website, that conversion rate optimization that often then lets the whole marketing activity down.
Yes, we paid the money, we got the click, we got them to the website, boom, now they've gone because they're like, what is this that I'm looking at? Yeah.
making sure that we are optimising those landing pages to overcome all of the objections a customer might have and also to build that trust and confidence that they're not going to get scammed if they do go ahead and order.
So apparel, like fashion, is usually like the biggest questions or objections are like how long and how much will it cost for this to get to me, like i.e. shipping? What if I don't like it and it doesn't fit me? Like what's your refund policy? And what's it made out of? Will it fit me? Like where's the size guides? And then what else have other people had to say about this product and this brand? Yeah,
I think it's wild when you're on a fashion website and you can't actually tell what it's going to look like.
And the size guide's a bit how you're doing because it's very either copy-paste or there is no size guide.
Before they're doing marketing, what are some of the things you see that people don't have sorted well enough first before they start doing too much?
Usually, and I guess this is, you know, I've been guest lecturing at a private college in Sydney for up-and-coming fashion entrepreneurs.
is job or any kind of paid ads job is to get someone to take some sort of action and in the case of social media ads click on the link and come across to your website once once they've managed to do that their job is done they're like we got the you know we got you the click now it's up to you my friend and so what happens a lot is that people land on this website or this product page or they land somewhere where they weren't even supposed to land and you the business owner and the website then drop the ball totally so A lot of times, you know, like they're like, I know I've got to do ads and I've heard about ads and I'll just turn the tap on for ads.
And there's all this work to be done on the website, on the product page, on the landing page.
Particularly for like fashion brands, I often see on their product page, they won't have a size guide.
Like is it 100% cotton or is it 100% polyester? Like all of these questions that people have, like we're not answering them at all.
There'll be one kind of mannequin photo of the dress on this ugly mannequin in someone's living room and we're trying to, you know, charge $300 for the dress.
Like it's all of these different things on the website, that conversion rate optimization that often then lets the whole marketing activity down.
Yes, we paid the money, we got the click, we got them to the website, boom, now they've gone because they're like, what is this that I'm looking at? Yeah.
making sure that we are optimising those landing pages to overcome all of the objections a customer might have and also to build that trust and confidence that they're not going to get scammed if they do go ahead and order.
So apparel, like fashion, is usually like the biggest questions or objections are like how long and how much will it cost for this to get to me, like i.e. shipping? What if I don't like it and it doesn't fit me? Like what's your refund policy? And what's it made out of? Will it fit me? Like where's the size guides? And then what else have other people had to say about this product and this brand? Yeah,
I think it's wild when you're on a fashion website and you can't actually tell what it's going to look like.
And the size guide's a bit how you're doing because it's very either copy-paste or there is no size guide.
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