The Conversion Optimization Strategy No One Talks About With Raphael Paulin-Daigle
Release Date: 08/22/2025
Inside Saalt’s Playbook for High-Converting TikTok LIVE Sessions With Cherie Hoeger
Minds of Ecommerce
Cherie Hoeger is the Co-Founder and CEO of Saalt, a woman-owned period care brand known for its sustainable, reusable cups, discs, and leakproof underwear. With expertise in leveraging education-driven customer engagement and innovative sales channels, Cherie has led the company to become the #1 period care brand on TikTok Shop. Before Saalt, she worked as a technical writer for over a decade and launched multiple ecommerce ventures. As a social entrepreneur, she has steered Saalt’s mission to donate tens of thousands of cups and underwear globally to fight period poverty. In this...
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Scaling Brand Loyalty Through Social Impact: Lessons From Barefoot Wine With Michael Houlihan
Minds of Ecommerce
Michael Houlihan was the Co‑founder, President, and CEO of Barefoot Wine, an iconic brand that he and his partner Bonnie Harvey launched in a laundry room in 1986 with no money and no knowledge of the wine industry, and built one of the top wine brands in the US and in 28 countries. It was eventually acquired by E. & J. Gallo. A renowned writer, speaker, and consultant, Michael co-authored the New York Times best-selling book The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. He currently divides his time between mentoring entrepreneurs and working on...
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Newton’s Proven Playbook for Influencer Marketing Success With Aaron Zagha
Minds of Ecommerce
Aaron Zagha is the Chief Marketing Officer at Newton Baby, a company specializing in innovative, science-backed sleep products for babies and families. With a professional background in corporate finance and a data-driven marketing approach, Aaron oversees the brand’s marketing strategy, branding, and growth. He previously led international ecommerce operations for Teleflora. Under his leadership, Newton Baby collected over two million pounds of ocean-bound plastic and grew the brand through impactful influencer marketing. In this episode… Influencer marketing is one of the fastest-growing...
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Scaling Restricted Products With AppLovin: Lessons From cbdMD With Wade Brown
Minds of Ecommerce
Wade Brown is the Vice President of Marketing at cbdMD, a publicly traded company known for its CBD and cannabis product lines. He is a seasoned executive with expertise across ecommerce, B2B and B2C channels, digital advertising, and strategic partnerships. Wade has led marketing for restricted product categories, including CBD, THC beverages, firearms, and tactical gear, with leadership roles at SupplyKick, Inc Authority, NatureWise, among others. At cbdMD, he drives customer acquisition and creative ad strategies, spearheading the launch of the Herbal Oasis infused beverage line and...
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Building a Global Snack Brand Through Retail First With Hassan Alireza of The Daily Crave
Minds of Ecommerce
Hassan Alireza is the Founder and CEO of The Daily Crave, a California-based snack company that crafts better‑for‑you, non‑GMO, wholesome snacks sold worldwide. He launched the business in May 2012 with Veggie Chips and Sticks, which quickly gained traction in national retail chains. Under his leadership, the brand has expanded its lineup to include award-winning quinoa chips and, more recently, Crunchy Fries To-Go, which are made from high-quality non-GMO potatoes and are both gluten-free and kosher. Hassan’s vision focuses on delivering snacks that are delicious, crunchy,...
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The Conversion Optimization Strategy No One Talks About With Raphael Paulin-Daigle
Minds of Ecommerce
Raphael Paulin-Daigle is the Founder and CEO of SplitBase, a conversion optimization agency specializing in luxury, lifestyle, and fashion ecommerce brands. Since 2015, he has helped companies like Dr. Squatch, Hyperice, Amika, Kiehl’s, NYX Cosmetics, and YSL Beauty generate millions in additional revenue while preserving brand integrity. Known for creating the 3P’s methodology and the Testing Trifecta, Raphael combines analytics, qualitative research, and A/B testing to align growth with brand value. A TEDx speaker and the host of the Minds of Ecommerce podcast, he shares strategies that...
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Authentic Storytelling in Ecommerce: Lessons From recteq’s Marketing Playbook With Judd Pratt-Heaney
Minds of Ecommerce
Judd Pratt-Heaney is the VP of Marketing and Ecommerce at recteq, a leading pellet grill and barbecue lifestyle brand known for its innovative, durable wood pellet grills and strong community focus. With over two decades of experience in marketing leadership, Judd held senior roles at Reckitt Benckiser, HARMAN International, and WWE, working across brand management, global communications, sponsorship strategy, and integrated marketing. At recteq, Judd directs both content and performance marketing, using storytelling to build community and drive ecommerce across the grill and outdoor lifestyle...
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How MUD/WTR Created Emotional Resonance in a Saturated Market With Shane Heath
Minds of Ecommerce
Shane Heath is the Co-founder and CEO of MUD/WTR, which produces coffee alternative beverages designed to provide natural energy and focus. Under Shane's leadership, MUD/WTR has gained significant recognition for its unique branding, evolving into a popular choice among consumers seeking healthier alternatives to traditional caffeinated drinks. Shane's background in design and his ability to create a compelling brand narrative have been pivotal in MUD/WTR’s success. In this episode… Most brands don’t fail because they’re bad — they fail because no one cares. In a saturated ecommerce...
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How BYLT Grew Customer Loyalty and LTV Using a Custom Shopping App With Ryan Groh
Minds of Ecommerce
Ryan Groh is the Associate Director of Ecommerce at BYLT Basics, a California-based premium apparel brand. With over seven years of experience in ecommerce and digital merchandising, Ryan has led initiatives that have significantly increased online revenue and improved customer experience through personalization and streamlined checkout processes. He played a pivotal role in BYLT's migration to Shopify's Hydrogen framework, enhancing site performance and enabling seamless omnichannel operations. Before his current role, Ryan was the Ecommerce Manager at Absolute Merch Inc. In this episode…...
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The Secret to Subscription-Only Success in the DTC Wellness Space With Adam Gillman
Minds of Ecommerce
Adam Gillman is the Co‑founder and President of Hiya Health, a children’s wellness company that reimagines kids’ vitamins by delivering sugar‑free, transparency‑focused nutrition through clean, science‑backed products. A seasoned entrepreneur, Adam has built and scaled consumer‑facing businesses in health and fitness, including CycleHouse. Motivated by his experience as a father, he teamed up with Darren Litt to disrupt the gummy vitamin market, creating Hiya’s signature chewables using real food ingredients and recycling‑minded packaging. Under his leadership, Hiya has...
info_outlineRaphael Paulin-Daigle is the Founder and CEO of SplitBase, a conversion optimization agency specializing in luxury, lifestyle, and fashion ecommerce brands. Since 2015, he has helped companies like Dr. Squatch, Hyperice, Amika, Kiehl’s, NYX Cosmetics, and YSL Beauty generate millions in additional revenue while preserving brand integrity. Known for creating the 3P’s methodology and the Testing Trifecta, Raphael combines analytics, qualitative research, and A/B testing to align growth with brand value. A TEDx speaker and the host of the Minds of Ecommerce podcast, he shares strategies that challenge traditional CRO best practices and fuel sustainable growth.
In this episode…
Ecommerce brands often face a tough dilemma: Increase conversions quickly or protect brand equity for the long term. Traditional CRO tactics, such as countdown timers, fake scarcity, and aggressive pop-ups, may drive short-term sales but can erode trust and tarnish a premium brand. How can companies grow revenue without sacrificing their identity and customer perception?
Raphael Paulin-Daigle, a conversion optimization expert, shares his 3P’s methodology — Patterns, Perception, and Proof — as a framework for driving growth while strengthening brand value. Raphael explains how to analyze behavioral and voice patterns, build trust through clear positioning and compelling narratives, and validate strategies through smart testing. By approaching optimization holistically, he shows how brands can increase conversions and revenue while maintaining the premium appeal their customers expect.
In this episode of Minds of Ecommerce, Raphael Paulin-Daigle, Founder and CEO of SplitBase, breaks down how to scale conversions without weakening brand equity. Raphael discusses the flaws of traditional CRO tactics, why positioning and trust drive long-term growth and the importance of testing offers, pathways, and customer experiences. He also shares a case study on Hyperice’s $900K monthly revenue increase while preserving brand integrity.