Minds of Ecommerce

You often hear stories of ecommerce companies that have grown at record speed. What’s their secret? On the Minds of Ecommerce podcast find out what key strategy helped the most successful ecommerce stores scale beyond the million. Raphael Paulin-Daigle interviews the top ecommerce entrepreneurs and executives to get you straight-to-the-point, no-BS insights to learn from and apply right away. Listen to Minds of Ecommerce if you want to hear from the world's most impressive ecommerce entrepreneurs and executives and learn the secrets that brought success to their ecommerce brands. Minds of Ecommerce is FOR YOU if you are: An ECOMMERCE ENTREPRENEUR looking to find new or little known strategies to increase your average order value, conversions, and online sales.... (episode #7) An ECOMMERCE EXECUTIVE looking to improve margins and lifetime value of your customers with a smarter Facebook ad strategy. (episode #6) A DIGITAL MARKETER who wants to learn marketing strategies and tactics that are rarely talked about, but that have been used successfully to grow companies to 9 figures. (episode #5) Your host, Raphael Paulin-Daigle is the founder of SplitBase, a conversion rate optimization agency that helps fashion, lifestyle and luxury brands, such as Kiehl's, Mackage and DIFF Eyewear, increase conversions. Other podcasts take 60 minutes to get their points across, and you probably find yourself frustrated that it has to take so much of your time to learn a just few things. Raphael does the same thing in 20 mins or less on this podcast. Free of pointless conversations, this podcast is all about action. Inspired by Shopify, Magento, SalesForce, eCommerce Fuel, Ezra Firestone, Business of Fashion, Loose Threads, Luxury Ecommerce. Follow Raphael on Twitter: @Rpaulindaigle Learn more about SplitBase, and get your website reviewed at SplitBase.com

How BYLT Grew Customer Loyalty and LTV Using a Custom Shopping App With Ryan Groh 07/02/2025

How BYLT Grew Customer Loyalty and LTV Using a Custom Shopping App With Ryan Groh 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… Brands often wonder whether building a mobile app is worth the investment when a responsive mobile site already exists. The decision is particularly tricky for ecommerce companies trying to boost loyalty, retention, and customer lifetime value without overwhelming their tech teams. How can businesses know if an app will genuinely enhance the customer journey and deliver measurable ROI? Ryan Groh, an expert in ecommerce and digital merchandising, shares how his team approached the mobile app question by focusing on their most loyal customers. Ryan explains that an app can provide a more curated, frictionless experience for high-value buyers — especially those already engaged via SMS or email. He recommends identifying segments with high purchase frequency or cart value, using exclusive in-app promotions, and ensuring tech integrations support a seamless UX. For Ryan, app-driven ecommerce growth hinges on choosing the right platform vendor, personalizing content, and building app-based features that align with the brand’s LTV strategy. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Ryan Groh, Associate Director of Ecommerce at BYLT Basics, about scaling loyalty and retention through mobile apps. Ryan dives into how push notifications outperform traditional channels, how to evaluate whether your brand is a good fit for an app, and the value of a headless CMS in crafting seamless user experiences. /episode/index/show/mindsofecommerce/id/37230900

The Secret to Subscription-Only Success in the DTC Wellness Space With Adam Gillman 06/25/2025

The Secret to Subscription-Only Success in the DTC Wellness Space With Adam Gillman 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 grown into a fast‑scaling, subscription‑based brand that drew the attention of USANA, which acquired a controlling stake in late 2024. In this episode… Many brands invest heavily in influencer marketing, yet few see consistent, scalable growth. Despite having access to creators and content, campaigns may fall short due to misaligned messaging, lack of authenticity, or a focus on short-term wins. How do you build a long-term influencer strategy that converts and drives sustainable revenue? Adam Gillman, an expert in DTC growth strategy, shares how his team scaled a wellness brand by rejecting surface-level influencer tactics and instead focusing on creator relationships rooted in trust, relevance, and storytelling. Adam emphasizes selecting influencers not by follower count but by credibility with niche audiences, especially in sensitive markets like children’s wellness. He advises brands to set clear creative guardrails while allowing influencers freedom in tone and delivery and to always tie campaigns to measurable, ROI-driven offers. By prioritizing authentic partnerships over ad placements and building a strong subscription model, Adam reveals a playbook for long-term customer retention and predictable growth. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Adam Gillman, Co-Founder and President of Hiya Health, about scaling with influencer-led marketing. Adam shares how authenticity outperforms reach, why UGC isn’t always effective on-site, and how a subscription-only model lessened Hiya’s market risk. Other highlights include creator compliance strategies, performance-focused partnerships, and long-term brand loyalty. /episode/index/show/mindsofecommerce/id/37109820

How To Grow Ecommerce Sales Through Lifestyle Marketing With Abby Fallacaro 06/18/2025

How To Grow Ecommerce Sales Through Lifestyle Marketing With Abby Fallacaro Abby Fallacaro is the Senior Manager of Ecommerce at Edie Parker and Flower by Edie Parker, leading female-founded and operated lifestyle brands. With extensive experience in ecommerce management, she leads digital strategy and ecommerce operations for both brands, overseeing online sales, customer experience, and digital marketing initiatives. Abby has been instrumental in integrating lifestyle branding with product offerings, ensuring cohesive brand experiences across digital platforms. Before Edie Parker, she held various roles at Lewis, including Operations Manager, Ecommerce Manager, and Head of Ecommerce. In this episode… Marketing in regulated industries often presents unique challenges. With limited avenues for digital promotion, brands can struggle to maintain visibility and connect with their target audience. How can companies grow and scale their presence while working within these constraints? Ecommerce expert Abby Fallacaro has helped build a lifestyle brand that resonates with its audience. She emphasizes the importance of understanding and nurturing a community that aligns with the brand’s values. Abby also recommends focusing on authentic marketing tactics such as activation events and leveraging organic word-of-mouth marketing, even in a space with strict advertising regulations. Combining customer bases across various product lines can help bolster growth, and leveraging content strategies like blogging and social media can increase engagement and drive sales. In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Abby Fallacaro, Senior Manager of Ecommerce at Edie Parker and Flower by Edie Parker, about growing a brand in a highly regulated space. Abby discusses the importance of building a lifestyle brand, the challenge of cross-promoting various product lines, and how activation events can drive community engagement. /episode/index/show/mindsofecommerce/id/37034685

How John’s Crazy Socks Built a Mission-Driven Brand That’s Spreading Happiness Globally 06/11/2025

How John’s Crazy Socks Built a Mission-Driven Brand That’s Spreading Happiness Globally Mark X. Cronin is the Co-founder of John’s Crazy Socks, a social enterprise he launched in 2016 with his son, John, who has Down syndrome, to spread happiness and champion inclusive employment. With a background in public service and healthcare innovation, Mark previously served as Director of Medicaid Health Services in New York City and held executive roles in healthcare management firms. He advocates for people with differing abilities, frequently speaking at organizations like the United Nations and the US Congress. Under Mark and John’s leadership, John’s Crazy Socks has fulfilled over two million orders, employs a diverse workforce, and has donated over $800,000 to charities supporting disability inclusion. John Cronin is the Co-founder and Chief Happiness Officer of John’s Crazy Socks, a social enterprise that spreads joy through colorful socks. Born in 1996 and diagnosed with Down syndrome, John has become a prominent advocate for people with differing abilities, delivering TEDx talks and speaking at the United Nations and US Congress. He made history in 2019 as the first person with Down syndrome to win the Ernst & Young Entrepreneur of the Year Award. In this episode… Many ecommerce brands struggle to differentiate themselves in a crowded market where products alone rarely inspire customer loyalty. While some attempt to use charitable initiatives or mission statements, these often come off as superficial or gimmicky. How can a brand authentically integrate purpose into its business model in a way that drives growth and builds genuine connections? Social entrepreneur Mark X. Cronin and his co-founder son, John Cronin, share how building a mission-driven company rooted in inclusion and authenticity can create deep customer loyalty and sustainable impact. Mark, an advocate for people with differing abilities, and John, a passionate co-founder with Down syndrome, explain how their values inform every aspect of the business — from customer service to charitable giving. They advise business owners to start by uncovering their “why,” embed values into daily operations, and involve their team and customers in the mission. Mark also emphasizes the importance of making personal touches and staying true to your identity, even when facing criticism. In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Mark X. Cronin and John Cronin, Co-founders of John’s Crazy Socks, about building a purpose-first ecommerce brand. Mark and John delve into how personal touches drive customer loyalty, how purpose attracts like-minded employees, and why consistency is key to authentic branding. They also provide insights into social enterprise structures, inclusive hiring, and evolving company values. /episode/index/show/mindsofecommerce/id/36910995

Inside Serenity Kids’ Affiliate Podcast Strategy: Driving Evergreen Sales With Joe Carr 06/04/2025

Inside Serenity Kids’ Affiliate Podcast Strategy: Driving Evergreen Sales With Joe Carr Joe Carr is the Co-founder and President of Serenity Kids, an Austin-based baby food company dedicated to providing nutrient-dense, ethically sourced products for children. Alongside his wife and co-founder, Serenity Carr, Joe launched Serenity Kids in 2018 to revolutionize children's nutrition and empower future generations. With a background in youth services, nonprofit leadership, and life coaching, Joe brings a passion for child development and social impact to his role. He is also an autism advocate serving on the Advisory Board for the Autism Hope Alliance and is active in men's personal development through the ManKind Project. In this episode… Many DTC brands struggle to stand out in crowded markets while keeping customer acquisition costs under control. Traditional paid ads are expensive and short-lived, while organic strategies often take too long to show results. How can founders create authentic connections with customers and drive scalable growth without burning through the budget? Joe Carr, a founder with deep expertise in e-commerce and early childhood nutrition, shares how leveraging guest podcast appearances can create evergreen traffic and boost conversions. Joe explains how being a subject matter expert, identifying niche white space in podcast content, and offering compelling affiliate incentives helped lower CAC and build lasting credibility. He also highlights the importance of understanding the customer journey and offers tips for crafting messaging that educates and connects, not just sells. In this episode of Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Joe Carr, Co-founder and President of Serenity Kids, about how guest podcasting fuels long-term DTC growth. Joe discusses why unpaid promotions outperform traditional ads, how his team crafts affiliate offers, and how authenticity builds trust with parents. He also shares insights on launching his podcast, identifying topic white space, and positioning non-founder voices as brand advocates. /episode/index/show/mindsofecommerce/id/36825260

Why Organic Social Still Works (And How Brevitē Uses It To Drive Sales) With Dylan Kim 05/28/2025

Why Organic Social Still Works (And How Brevitē Uses It To Drive Sales) With Dylan Kim Dylan Kim is the Co-founder and Head of Marketing at Brevitē, a DTC backpack brand for creators, photographers, and commuters. Founded in 2014 by Dylan and his brothers, Brevitē creates premium everyday bags that fit both camera gear and daily essentials. Under Dylan's marketing leadership, the brand has cultivated a substantial social media following, notably achieving over 2.5 million followers across platforms like TikTok, YouTube, and Instagram. Dylan has also been recognized on Forbes' 30 Under 30 list in the retail and ecommerce category. In this episode… Despite the promise of social media virality, sustaining growth through unpaid content remains elusive for many ecommerce brands. Brevitē, a DTC backpack brand, has cracked the code, amassing a staggering 2.5 million followers across various platforms. What unique strategies did they employ to harness the power of organic social media and navigate challenges like rising acquisition costs? The Co-founder of Brevitē, Dylan Kim, a seasoned marketing strategist with a proven track record in scaling consumer brands, outlines how his team leveraged short-form video to scale a DTC brand’s social audience to over 2.5 million. Dylan emphasizes starting with a brand-led strategy rather than delegating social media to entry-level staff, ensuring content reflects the company’s core message. He recommends consistent experimentation with a learning mindset, using tools like GA4 and post-purchase surveys to evaluate performance. Balancing content variety with purposeful iteration — rather than chasing trends or volume for its own sake — can help you engage your target audience. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Dylan Kim, Co-founder and Head of Marketing for Brevitē, about building a massive organic social presence. Dylan discusses using TikTok to spark viral growth, creating data-backed video strategies, and integrating brand storytelling into short-form content. He also explores attribution tools, platform-specific insights, and the importance of learning from every post. /episode/index/show/mindsofecommerce/id/36706790

Scaling a Technical Ecommerce Brand Through Automation and a Lean Team With John Ibbetson 05/21/2025

From Awareness to Consideration: How Onewheel Boosted Conversions by 65% With Eric del Valle 05/14/2025

From Awareness to Consideration: How Onewheel Boosted Conversions by 65% With Eric del Valle Eric del Valle is the Director of Ecommerce at Onewheel, a self-balancing electric skateboard brand developed by Future Motion. With a background that includes experience at Google and various DTC startups, Eric leverages behavioral psychology to enhance customer acquisition and user experience strategies. Under his leadership, Onewheel has grown significantly by transitioning marketing efforts from mere awareness to deeper customer consideration. In this episode… Many brands struggle when their once-thriving marketing tactics hit a wall, leaving them wondering how to sustain growth in a shifting market. How do you take customers beyond simple awareness and move them into true consideration — especially when your product comes with a high price tag and a niche appeal? The challenge lies in breaking through audience assumptions and reshaping brand perceptions to tap into a wider, more willing customer base. Eric del Valle, an expert in ecommerce and behavioral psychology, shares how his team overcame these hurdles by focusing on authentic user stories and deep customer research. Eric highlights how Onewheel identified an unexpected core demographic, leveraged emotional testimonials, and restructured marketing to focus on relatability over features. By employing strategies like reducing product price points, simplifying purchase bundles, and removing unnecessary micro-decisions in the funnel, niche brands can make it easier for hesitant buyers to commit. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Eric del Valle, Director of Ecommerce at Onewheel, about transforming marketing strategies for lasting growth. Eric discusses customer-driven marketing, price point adjustments, and optimizing the buyer journey. He also delves into overcoming audience misconceptions, leveraging authentic stories, and removing decision fatigue to boost conversions. /episode/index/show/mindsofecommerce/id/36544015

How Bison Coolers Drives Explosive Ecommerce Growth With Limited Edition Products With Mike Lewis 05/07/2025

How Bison Coolers Drives Explosive Ecommerce Growth With Limited Edition Products With Mike Lewis Mike Lewis is the Vice President of Bison Coolers, a family-owned outdoor gear company based in Fort Worth, Texas. Since joining the company in 2022, he has spearheaded initiatives emphasizing American craftsmanship and innovation, including launching the Bison Trax Wheel System for enhanced cooler mobility. With a background in ecommerce and DTC strategies, Mike has been instrumental in driving the brand's growth and expanding its market presence. His leadership continues to shape Bison Coolers' commitment to quality and customer satisfaction. In this episode… In the crowded and competitive world of ecommerce, how can brands stand out, keep customers engaged, and acquire new buyers without burning through massive ad budgets? Many businesses struggle to balance product innovation with operational risks, often hesitating to launch new products for fear they won’t sell. Learn the strategy that enabled a brand to test, adapt, and scale without jeopardizing core operations. Mike Lewis, an expert in ecommerce growth and DTC strategy, shares how his team uses limited edition product drops and seasonal releases to drive customer acquisition and retention. Mike explains the importance of testing small product batches, using data and customer reactions to identify winners, and continuously iterating based on performance. He emphasizes the need to “fail fast,” leverage emotional buying triggers, align cross-functional teams, and stay nimble with ad budgets to maximize return and lifetime value. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Mike Lewis, Vice President of Bison Coolers, about using limited edition products to fuel growth. Mike shares insights on leveraging Facebook ads, managing inventory challenges, and educating leadership teams on marketing metrics. Tune in for insights on balancing corporate sales, navigating algorithm changes, and building long-term customer value. /episode/index/show/mindsofecommerce/id/36434005

Recycling, Retail, and Rapid Pivots: The RAREFORM Growth Playbook With Alec Avedissian 04/30/2025

Recycling, Retail, and Rapid Pivots: The RAREFORM Growth Playbook With Alec Avedissian Alec Avedissian is the Co-founder and CEO of RAREFORM, an innovative brand that recycles vinyl billboards into one-of-a-kind bags, backpacks, and accessories. With over a decade of experience in entrepreneurship, Alec has led RAREFORM from its roots as a surf bag company to a thriving eight-figure ecommerce business, recycling 80% of billboard materials in the US. He is passionate about sustainability, creative product design, and building purpose-driven brands that adapt to market needs. In this episode… Pivoting too late can be fatal, and moving too fast can derail a growing brand. For ecommerce founders, knowing when and how to shift product lines or business models is a constant challenge — especially at scale. How can established brands embrace strategic pivots without alienating customers or sacrificing momentum? For Alec Avedissian, an expert in sustainable product development and vertical brand growth, tuning into market signals helped RAREFORM drive major strategic decisions. Alec explains that rather than forcing underperforming products to work, brands must lean into data, customer behavior, and gut instinct to identify scalable opportunities. He also reveals how building multiple business segments — including B2C, B2B, and recycling services — enabled the brand’s diversification and resilience. Product iterations, he emphasizes, should be informed by timeless design trends while remaining flexible to let go of what doesn’t work. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Alec Avedissian, Co-founder and CEO of RAREFORM, about the art of timely pivots in ecommerce. Alec discusses how diversifying revenue streams sustains growth, the importance of knowing when to abandon a product, and why timeless design outweighs trend-chasing. He also delves into gut instinct in leadership, business evolution over revolution, and the lessons he’d apply if starting over. /episode/index/show/mindsofecommerce/id/36348205

How Team Alignment and Founder-Led Marketing Fueled FiftyFlowers’ Explosive Growth With Liza Roeser 04/23/2025

How Team Alignment and Founder-Led Marketing Fueled FiftyFlowers’ Explosive Growth With Liza Roeser Liza Roeser is the Founder and CEO of FiftyFlowers, an innovative online floral retailer that delivers farm-fresh flowers directly to customers across the US. Her journey began in the early 1990s with the Peace Corps in Ecuador, where she developed a passion for the floral industry and later spent over a decade building relationships with sustainable farms worldwide. Under her leadership, FiftyFlowers has grown into a multimillion-dollar business with over a million orders delivered. A serial entrepreneur, Liza also founded Flower Fix, Farm Exports, Inc., and The Flower CEO, where she shares insights on entrepreneurship, ecommerce, and the floral industry. In this episode… Hiring the right people is hard — keeping them in the right roles as your company scales is even harder. When a business evolves from startup to eight and nine figures, the team that got you there might not be the team to take you further. How do you reassess your structure without disrupting momentum or compromising your culture? Liza Roeser, a leader in the floral ecommerce space, offers hard-won lessons on navigating team restructuring during rapid growth. Liza emphasizes the power of the “right people, right seats” philosophy from Jim Collins and how using tools like the Entrepreneurial Operating System (EOS) framework and the GWC analysis can help leaders make data-backed decisions about personnel. She also highlights the importance of onboarding rigor, cultural alignment, and frequent evaluations to catch misalignments early. Through constant, value-driven contact across all stages of the customer journey, brands can improve customer engagement, especially when the product experience is deeply emotional or tied to milestone events. In this episode of the Minds of Ecommerce, Raphael Paulin-Daigle interviews Liza Roeser, Founder and CEO of FiftyFlowers, about building high-performing teams while scaling. Liza shares how she uses EOS to evaluate team alignment, why founder-led marketing builds deeper trust, and how expectation management creates lifelong customer advocates. /episode/index/show/mindsofecommerce/id/36238970

From Paid Media Struggles to 70% YoY Growth: Veiled’s Dashboard-Driven Strategy With Kareem Elgendy 04/16/2025

From Paid Media Struggles to 70% YoY Growth: Veiled’s Dashboard-Driven Strategy With Kareem Elgendy Kareem Elgendy is the Chief Executive Officer of Veiled, an eight-figure fashion brand for Muslim women. Under his leadership, Veiled has achieved impressive growth, with consistent revenue increases and a strong emphasis on analytics to optimize the company’s ecommerce strategy. Kareem previously served as a Senior Marketing Strategist at Baked Bouquet and held project management roles at Frank Seta & Associates. His multifaceted background, including roles as a sustainability expert, software engineer, and unit manager in banking, adds a unique perspective to his approach in the fashion industry. In this episode… Ecommerce founders often face mounting pressure to make quick decisions without clear data, leading to stalled growth and missed opportunities. From inconsistent revenues to underperforming SKUs, using analytics to guide merchandising and marketing plans can make a huge impact on profitability. What if you could cut through the noise and confidently steer your brand using data-driven insights tailored to your business? Kareem Elgendy, an expert in ecommerce analytics and merchandising, shares how a strategic focus on data dashboards and inventory insights has helped his brand grow consistently — surpassing 70% year-over-year growth. Kareem emphasizes the importance of understanding every metric inside and out, using internal scripts, Google Cloud tools, and custom dashboards to analyze traffic, stock velocity, and product demand. He outlines a practical merchandising framework that breaks down collections by category, style, color, and size, ensuring supply aligns with proven demand. Kareem’s approach emphasizes the importance of founders remaining curious and optimistic about what their numbers reveal. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Kareem Elgendy, CEO of Veiled, about leveraging analytics to drive fashion ecommerce growth. Kareem shares how data-informed merchandising decisions lead to more consistent revenue and dives into daily performance tracking, marketing efficiency, and forecasting demand using internal algorithms. /episode/index/show/mindsofecommerce/id/36125495

Bootstrapped Growth: Inside Tumble’s DTC Journey With Justin Soleimani and Zach Dannett 04/09/2025

Bootstrapped Growth: Inside Tumble’s DTC Journey With Justin Soleimani and Zach Dannett Justin Soleimani is the Co-founder and Co-CEO of Tumble, a Los Angeles-based company specializing in machine-washable, spillproof rugs designed for modern living. Before establishing Tumble in 2021, he worked as a consultant at Bain & Company, advising clients across various industries. Justin holds an MBA from Columbia Business School and a BA in Economics from Emory University, where he met his Co-founder, Zach Dannett. Under their leadership, Tumble has grown significantly, scaling to high eight-figures in revenue within four years. Zach Dannett is the Co-founder and Co-CEO of Tumble. Before Tumble, he served as the General Merchandise Manager and Buyer & Merchandiser for Outdoor Furniture at Noble House Home Furnishings, LLC and as an Investment Management Associate at BBR Partners. Zach earned his BBA in Finance from Emory University's Goizueta Business School in 2011, where he met his Co-founder, Justin Soleimani. In this episode… Breaking into the ecommerce ecosystem with a physical product — especially a large one like rugs — comes with unique logistical and financial hurdles. From expensive shipping costs to supply chain inefficiencies, many startups fail to develop a sustainable model. How did a product-focused, bootstrapped brand scale successfully without sacrificing profitability? Justin Soleimani and Zach Dannett, experts in DTC product development and operations, tackled this challenge head-on by designing a modular, collapsible rug that’s easier and less expensive to ship. Justin and Zach spent over 15 months perfecting their design before launching, focusing on optimizing everything from the product’s dimensions to its warehousing footprint. They emphasize the value of focusing on profitability from day one by cutting out unnecessary SKUs, refining your supply chain, and tailoring offerings to fit consumer needs and carrier constraints. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews Justin Soleimani and Zach Dannett, Co-founders and Co-CEOs of Tumble, about building a nearly nine-figure DTC brand. They share how product-first thinking drove early success using the value of modular design, shipping optimization, and bootstrapping strategies. Tune in for insights on crowdfunding, curated product assortments, and manufacturing challenges. /episode/index/show/mindsofecommerce/id/36033775

From Tackle to Tech: The Omnia Fishing Strategy With Matt Johnson 04/02/2025

From Tackle to Tech: The Omnia Fishing Strategy With Matt Johnson Matt Johnson is the Co-founder and CEO of Omnia Fishing, an innovative ecommerce platform that personalizes tackle shopping through map-based technology and community engagement. In 2010, he co-founded Contour Innovations, developing the lake mapping platform Insight Genesis, which was acquired by Lowrance in 2014. Matt also co-founded Able Seedhouse and Brewery in Northeast Minneapolis. An avid angler, he has fished globally, from lake trout in Lake Superior's Apostle Islands to yellowtail kingfish in New Zealand. In this episode… Choosing the right product online can feel overwhelming — especially when selection depends on real-time local conditions. Shoppers want confidence in their purchases, but traditional ecommerce sites rarely offer personalized guidance. How can brands use data and technology to craft intelligent shopping experiences that encourage customer loyalty and keep shoppers returning? Matt Johnson, a technology-focused entrepreneur with a passion for fishing and consumer behavior, offers a deep dive into how his team solved this exact challenge. Matt shares how leveraging spatial data, community-sourced fishing reports, and real-time environmental conditions can create a highly personalized customer journey. By prioritizing the user experience through features like AI-powered recommendations, location-specific data, and a content-to-commerce loop, Matt explains how other brands can think beyond the product to create meaningful, loyalty-driving experiences. In this episode of the Minds of Ecommerce podcast, Raphael Paulin Daigle interviews Matt Johnson, Co-founder and CEO of Omnia Fishing, about creating a tech-powered, customer-centric ecommerce platform. Matt discusses how to scale a data-first MVP, why a subscription model complements the shopping experience, and how mapping tools increase repeat purchase rates. /episode/index/show/mindsofecommerce/id/35952770

How Bay Smokes Scaled to Eight Figures Without Traditional Advertising With William Goodall 03/26/2025

How Bay Smokes Scaled to Eight Figures Without Traditional Advertising With William Goodall William Goodall is the Founder of Bay Smokes, a national cannabis company specializing in high-quality smokable hemp products. Under his leadership, Bay Smokes has expanded its product line to include THC, CBD, Delta-8, and other plant-based medicines, gaining a significant following on social media platforms. William studied biomedical engineering at Arizona State University before leaving to pursue entrepreneurial ventures. His innovative approach to marketing and product development has positioned Bay Smokes as a prominent brand in the evolving cannabis industry. In this episode… How do you grow a brand when traditional marketing channels are off-limits? For companies in highly regulated industries, scaling without access to Meta Ads, Google, or standard influencer strategies can feel nearly impossible. What’s the secret to building momentum — and maintaining it — when your best growth tools keep getting shut down? William Goodall, an expert in social-first marketing strategies, uses his cannabis venture as a compelling case study for navigating and succeeding in a restrictive advertising environment. William began by creating viral, humorous video content and distributing it through meme pages during a time of lax social media moderation. When platforms cracked down and accounts were deleted, he pivoted — experimenting with new social trends, empowering team members to own acquisition channels, and forming profit-sharing partnerships with celebrities to access fresh audiences. William emphasizes the value of rapid testing, staying agile as rules shift, and the need for tight budget oversight when scaling rapidly. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle interviews William Goodall, Founder of Bay Smokes, about growing a cannabis brand without relying on traditional advertising. William explores alternative acquisition strategies, building “closed-loop” systems, and learning from marketing missteps. Tune in for insights on managing influencer partnerships, leveraging social trends, aligning team structure with growth, and keeping business partners motivated. /episode/index/show/mindsofecommerce/id/35847265

Scaling Unconventional Products Online: TerraSlate’s B2B Growth Blueprint With Kyle Ewing 03/19/2025

Scaling Unconventional Products Online: TerraSlate’s B2B Growth Blueprint With Kyle Ewing Kyle Ewing is the Founder and CEO of TerraSlate Paper, a company specializing in high-quality waterproof and rip-proof paper products. After leaving the corporate world in 2014, he launched Guerrilla Tags ID Systems, which experienced rapid growth and was acquired in 2015. Building on his entrepreneurial success, Kyle established TerraSlate in 2015, growing it into a multimillion-dollar company serving clients in over 85 countries. A serial entrepreneur with ventures across multiple industries, he is also the Chairman of Windward Equity and Owner of Big Island Honey Co. In this episode… Many entrepreneurs struggle to scale unconventional products online, especially when traditional ecommerce strategies don’t apply. Without a clear target audience, a defined marketing approach, or a way to showcase the product’s unique value, reaching new customers can be unattainable. So how can businesses selling niche products break through the noise and achieve significant growth? Serial entrepreneur Kyle Ewing shares his journey from cold-calling in his living room to scaling a multimillion-dollar business. He emphasizes the importance of direct customer conversations, using cold outreach to refine messaging and validate demand before investing in paid ads. Kyle also highlights the necessity of visual storytelling, explaining why mock-ups and video demonstrations outperform traditional product photography for complex or unconventional products. Additionally, he shares how integrating tools like "Buy with Prime" can increase customer trust and conversions. In this episode of Minds of Ecommerce, Raphael Paulin Daigle interviews Kyle Ewing, Founder and CEO of TerraSlate Paper, about scaling niche products through ecommerce and B2B sales. Kyle discusses how early customer outreach shaped his growth strategy, why visual branding matters for non-traditional products, and the importance of hiring top talent early. He also shares insights on leveraging Amazon’s checkout system, balancing direct sales with online orders, and optimizing website conversions. /episode/index/show/mindsofecommerce/id/35741735

From Pop-Ups to Profits: The Growth Formula Behind Maguire Shoes With Myriam Belzile-Maguire 03/12/2025

From Pop-Ups to Profits: The Growth Formula Behind Maguire Shoes With Myriam Belzile-Maguire Myriam Belzile-Maguire is the Founder and Designer at Maguire Shoes, an independent fashion footwear and accessories brand based in Montreal, Canada. Co-owned by Myriam and her sister, Romy, the award-winning brand has built a strategic presence in digital and physical marketplaces. Under Myriam’s leadership, Maguire Shoes operates boutiques in Montreal, Toronto, and New York and was honored with the Emerging Talent Award in Accessories at the 2022 Canadian Arts and Fashion Awards. Before founding Maguire, Myriam designed for dozens of renowned brands, such as Opening Ceremony, and held creative positions at United Colors of Benetton in Italy and Aldo Group in Montreal. In this episode… Expanding an ecommerce brand can be challenging, especially when online sales plateau and customer acquisition costs rise. Many brands struggle to find ways to scale beyond digital advertising and wonder if brick-and-mortar stores are worth the investment. How can physical retail locations drive online growth instead of competing with it? With experience growing a thriving fashion brand, Myriam Belzile-Maguire has navigated the challenges of blending retail and ecommerce to fuel her brand's expansion. Initially starting with a Shopify website, Myriam realized that participating in local markets and opening physical stores significantly boosted online traffic and sales. The strategy involved a mix of pop-up events and permanent retail locations, allowing customers to experience the brand first-hand, which in turn drove them to shop online. Myriam demonstrates how creating a seamless customer experience across all channels, engaging local communities, and using data-driven strategies like using pop-ups to test new markets can boost online conversions. In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Myriam Belzile-Maguire, Founder and Designer at Maguire Shoes, about how retail stores can supercharge ecommerce growth. Myriam discusses the balance between physical and digital sales channels, the strategy behind pop-up shops, and her unique "wardrobe system" that converts in-store visitors into repeat online customers. Tune in to discover how strategic retail moves can elevate your brand's online presence. /episode/index/show/mindsofecommerce/id/35602370

From Series A to Nine Figures: Leveraging Offer Testing for Ecommerce Growth 07/24/2024

From Series A to Nine Figures: Leveraging Offer Testing for Ecommerce Growth Cherene Aubert is the VP of Digital and Ecommerce at ILIA Beauty, an LA-based cosmetics brand, where she leads the charge in digital innovation and sales transformation. With a history of driving growth for over 100 DTC brands and managing nearly $300 million in media spend, Cherene's expertise spans from Series A startups to established companies post-acquisition. Her strategic mind was pivotal at Bobby, a DTC brand that soared to nine figures in revenue in just two years. Specializing in offer testing, Cherene's approach to marketing is data-driven, customer-focused, and geared toward maximizing ROI. In this episode… Are you looking to scale your online presence and sales but unsure where to start? What truly drives an ecommerce business from modest sales to astronomical revenue figures? What if the answer lies in the subtle art of offer testing? Cherene Aubert, a veteran who has scaled over 100 DTC ecommerce businesses, delves deep into the strategy of offer testing. Cherene explains how an offer, not marketing alone, can dramatically slice through market noise, seizing customer interest like a magnet. From infant formula to beauty products, she illustrates how understanding customer psychology and crafting tailored entry-level offers can reduce acquisition costs and skyrocket sales. Cherene underscores the need for meticulous planning, cross-functional collaboration, and prioritizing testing within business operations, all woven together by her extensive experience and vivid real-world examples. Tune in to this episode of Minds of Ecommerce as Raphael Paulin-Daigle welcomes Cherene Aubert, the VP of Digital and Ecommerce at ILIA Beauty, about leveraging offer testing strategies. Cherene uncovers the thought process and methods behind creating compelling offers that intrigue and convert new customers into loyal patrons. She dives into strategies for exponential growth and how to prioritize and systematically approach offer testing to find your winning formula. /episode/index/show/mindsofecommerce/id/32252307

Scaling Celebrity-Backed Brands: The Chamberlain Coffee Success 06/12/2024

Scaling Celebrity-Backed Brands: The Chamberlain Coffee Success Chris Gallant is the CEO of Chamberlain Coffee, a thriving coffee, matcha, and tea brand founded by renowned YouTube influencer Emma Chamberlain. Launched in 2019, Chamberlain Coffee has expanded from an online DTC brand to rapidly branching out to over 10,000 stores nationwide. With over 15 years of experience in commercial beverage management, Chris spearheads the brand’s growth strategy and expansion. He holds an MBA from the MIT Sloan School of Management, bringing insights into growing brands with a focus on product quality and consumer behaviors for sustained growth. In this episode… Can celebrity appeal translate into exponential growth for a brand? With the right marketing strategy and engaging presence, a celebrity-backed product can move from revered status to regular purchase, sustaining itself in the highly competitive retail environment. However, how do you draw the line between leveraging influencer fame and establishing an independent brand identity? Beverage growth strategist Chris Gallant takes listeners through Chamberlain Coffee's birth during the pandemic and the brand’s monumental expansion within four years. Highlighting the impact of Founder Emma Chamberlain's genuine connection to the brand, he maintains the value of aligning with your target audience to stay ahead of competitors. Additionally, he emphasizes the importance of having a well-planned expansion to retail, secure funding, and an adaptive supply chain while maintaining individuality from the celebrity founder. Chris’ approach prioritizes developing a compelling marketing plan to drive product velocity in retail stores, adopting an omnichannel strategy, and catering to diverse shopping behaviors to maximize reach. In his episode of Minds of Ecommerce, Raphael Paulin-Daigle chats with Chris Gallant, the CEO of Chamberlain Coffee, to explore the complexities of scaling a celebrity-backed DTC brand. Chris analyzes critical marketing strategies and growth channels for retail and DTC sales, hones in on consumer engagement, and shares how to balance celebrity influence and marketing drive to build a reliable, independent brand identity that resonates with a broader audience. /episode/index/show/mindsofecommerce/id/31689372

Boosting Ecommerce Sales Through Instagram DMs and Micro-Influencer Landing Pages 03/20/2024

Boosting Ecommerce Sales Through Instagram DMs and Micro-Influencer Landing Pages Justin Silver is the Co-founder of AAVRANI, an Ayurvedic beauty brand focusing on skin and hair care. Ranked in Mintoiro's Top 100 Trending Skincare Brands in January 2014, the brand has expanded globally. Justin started his career in investment banking and private equity before venturing into investing in consumer goods and partnering with businesses in the food, beauty, and beverage niches. He is an investor turned entrepreneur with experience growing digital-first luxury brands through ecommerce, retail, and wholesale. A Wharton Business School alumnus, Justin imparts industry knowledge as a Venture Advisor to students at Yale, Entrepreneur in Residence at Venture Lab, and a Guest Lecturer on entrepreneurship at Wharton, NYU, and Yale. In this episode… As ecommerce businesses strive to remain competitive in a digital-first world, how can they improve the customer experience, drive sales, and increase consumer loyalty? What strategies are leading companies employing to stay ahead of the curve? With a versatile background in early-stage consumer product scaling, Justin Silver has identified the power of crafting time-sensitive personalized conversations with potential customers to convert leads into sales. Justin explains how his company leverages behavioral psychology to drive sales on Instagram by inducing a feeling of urgency and scarcity in their DMs. His insights challenge “salesy” marketing processes, revealing that it’s less about pushing your products to buyers and more about asking customers about their concerns. Justin illustrates that true mastery of this marketing method is built on having high-quality products, replacing tech intermediaries with real people, and understanding buyer intent. He also delves into using custom landing pages for micro-influencers, providing valuable insights on how to create a deeper relationship between the influencer, your brand, and consumers. In this episode of the Minds of Ecommerce, Raphael Paulin-Daigle hosts Justin Silver, the Co-founder of AAVRANI, as they guide listeners through boosting ecommerce sales through Instagram DMs and micro-influencer landing pages. Justin highlights the benefits of personalized messaging and offers, the importance of having an outstanding product, and how AAVRANI leverages behavioral psychology to convert leads into sales. /episode/index/show/mindsofecommerce/id/30450608

How to Redesign Your Website Without Killing Your Conversion Rate 03/13/2024

How to Redesign Your Website Without Killing Your Conversion Rate Raphael Paulin-Daigle is the CEO of SplitBase, an ecommerce conversion optimization agency for fashion, luxury, and lifestyle brands. SplitBase combines rigorous customer research with A/B and AI testing to enable long-term growth for DTC luxury brands. As the only conversion optimization agency specializing in luxury and fashion, Raphael and his team have generated revenues of over $1 million for famous brands like Kiehl's by L'Oréal and boosted conversions by double digits for many DTC brands like DIFF Eyewear and Dr. Squatch. Before founding SplitBase, Raphael led special projects at Blockstream and was a digital marketing consultant. He also hosts the Minds of Ecommerce podcast, where he interviews founders and executives of highly successful brands on their top growth strategies. In this episode… Every website will require a redesign at some point. Website redesign is a powerful tool for improving brand identity, performance, the user experience, SEO visibility, and driving more traffic. However, while upgrading your site has numerous benefits, this process can be risky. What are the potential pitfalls of introducing major changes to your website, and how can you mitigate them? According to ecommerce conversion expert Raphael Paulin-Daigle, a complete redesign of your ecommerce site means risking it all. Over his 12 years in conversion optimization, Raphael has witnessed website redesigns fail too often, resulting in decreased search rankings, engagement, traffic, and conversions — despite looking 1,000 times better. To help his clients avert conversion decline when redesigning, Raphael advocates using conversion design as an alternative to the traditional process. You can incrementally improve performance and sales by taking an evolutionary approach to redesign through testing and releasing new design elements over time instead of everything at once. Now Raphael unpacks the strategy behind the conversion design process, offering case studies and a detailed guide to redesigning ecommerce websites without harming conversion rates. In this authority episode of the Minds of Ecommerce podcast, host Raphael Paulin-Daigle provides a deep dive into how to redesign your ecommerce website without killing the conversion rate. Raphael explains the disadvantages of traditional design processes and common mistakes. He also highlights the importance of identifying your design goals, testing and experimenting design elements, and proven strategies for enhancing conversions in both traditional and conversion design approaches. /episode/index/show/mindsofecommerce/id/30313658

How Laundry Sauce Scaled to Eight Figures Without Employees 03/06/2024

How Laundry Sauce Scaled to Eight Figures Without Employees Ian Blair is the Founder and CEO of Laundry Sauce, a fast-growing DTC brand creating designer laundry detergent pods. A seasoned entrepreneur passionate about SaaS and internet marketing, Ian started his ecommerce journey selling golf balls on eBay. Leveraging his background in inbound marketing, SEO, and paid media, he has transformed Laundry Sauce into a thriving enterprise, scaling the brand to eight figures in two years. Ian is also a partner and board member at Fast Lane Drive, a members-only exotic car club, and the CEO of BuildFire, a mobile app development platform that has powered creative professionals and developers to build over 10,000 mobile apps. In this episode… Running an ecommerce business can be intimidating, especially when you want to keep the overhead low by starting off without a team of workers. Thankfully, there are strategies to accelerate the growth of these one-person, nonemployer ventures. How can brands navigate this business model successfully? Having scaled his designer laundry detergent to eight figures in under two years without employees, serial entrepreneur Ian Blair provides a deep dive into his key strategy: paid media. Ian prioritized a scalable growth engine for his high-margin, subscription-oriented business, harnessing the power of paid media and agencies instead of hiring workers. By using agencies for various business tasks, such as CRO and email marketing, he acquired the expertise needed for his venture’s growth while cutting costs. His approach is grounded in leveraging branding and design to create a unique platform for marketing and learning from associates who run thriving ecommerce businesses. However, the journey hasn’t been without obstacles. Emphasizing the role of a perfect execution plan in bringing an unconventional idea to life, Ian shares how he navigated the challenges of managing agencies for his CRO and paid media strategy. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle welcomes Ian Blair, the Founder and CEO of Laundry Sauce, as they discuss how to scale a business fast without employees. They explore Laundry Sauce’s paid media strategy, how to manage agencies effectively, the importance of branding and design in marketing, and the challenges Ian faced growing his business. /episode/index/show/mindsofecommerce/id/30232033

Boosting Your Ecommerce Sales With Direct-Response Ads: Top Strategies 02/28/2024

Boosting Your Ecommerce Sales With Direct-Response Ads: Top Strategies Andrew Case is the Co-founder of NoonBrew, which creates superfood teas for improving sleep and energy. Launched in 2021, NoonBrew has shipped over 100,000 packages of tea to customers in all 50 states. Before his venture into ecommerce, Andrew worked as an account executive selling enterprise SaaS at several product-led companies. A graduate of International Business at Webster University, he leverages his sales background and passion for entrepreneurship to scale NoonBrew, growing the company to seven figures within two years. In this episode… Direct-response advertising is all about enticing leads to take a specific action. However, for ecommerce supplement brands, scaling with ads is no easy feat. It takes more than having a quality product and foundational knowledge of creating online ads. What can you learn from a brand that scaled by employing advanced tactics in its direct-response ads? For ecommerce entrepreneur Andrew Case, winning at direct-response advertising requires a blend of creativity and metrics, where understanding the secrets of top-performing brands and prioritizing data become crucial for success. Andrew’s approach entails studying competitors' and top-performing landing pages to spark inspiration. He emphasizes the value of using data analytics tools to review the revenue amounts of top-performing ads to unravel their successful components. As the narrative unfolds, Andrew shares intricate strategies he employs to generate seven-figure sales. He highlights the power of improving the product Net Promoter Score (NPS) through consistent product improvements and testing different landing page styles to optimize conversion rates. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle hosts Andrew Case, the Co-Founder of NoonBrew, as he guides listeners through high-level direct-response ad strategies. He discusses the value of looking to other brands for inspiration, creative hacks for supplement brands, common mistakes to avoid when developing direct-response ads, and other proven conversion techniques that grew his brand to millions of dollars in revenue. /episode/index/show/mindsofecommerce/id/30103458

Harnessing the Power of User-Generated Content for Ecommerce Growth 02/21/2024

Harnessing the Power of User-Generated Content for Ecommerce Growth Diego Camejo is the Founder and CEO of She's Waisted, a premium shapewear and activewear brand empowering women to feel confident and beautiful in their skin. A serial entrepreneur with a diverse background in filmmaking, music production, and digital marketing, Diego is also the Founder and Creative Director of Artec Media, a digital media production company, and has built multiple ecommerce ventures with eight-figure lifetime sales. He leverages his passion for creativity and a keen eye for disruptive ideas to spearhead She’s Waisted’s accelerated growth. In this episode… In today's digital landscape, user-generated content (UGC) has become vital to online engagement. According to research, ads featuring UGC generate 73% more positive comments on social media platforms than traditional ads and get four times higher click-through rates. How can brands leverage this content creation approach to scale? For creative director and ecommerce expert Diego Camejo, his company’s pivot from studio content to UGC has increased conversions and brand loyalty. However, while the authenticity of UGC has been priceless to She's Waisted’s credibility and engagement levels, Diego pinpoints a focus on creators and a problem-solution perspective as cornerstones of his brand’s UGC ads. By testing creators and hooks to find the best combination, brands can maximize creative output and ad performance. In addition, Diego provides insights on Meta Ads, emphasizing an understanding of Facebook algorithms, a shift from campaign structure to broad audience reach, and the importance of content quality over media buying knowledge. His approach to building an effective content and ads blueprint offers valuable insights for businesses looking to scale their ecommerce sales. In this episode of the Minds of Ecommerce podcast, Raphael Paulin-Daigle hosts Diego Camejo, the Founder and CEO of She's Waisted, to discuss the user-generated content strategy that’s boosted the brand’s sales within two years. Diego shares his company’s shift to real creators and native platform content, Facebook and Instagram ad strategies, and the importance of creating a game plan for product messaging. /episode/index/show/mindsofecommerce/id/30043378

Retention and Churn Reduction Strategies for Ecommerce Brands 02/14/2024

Retention and Churn Reduction Strategies for Ecommerce Brands John Roman is the CEO of the Battlbox Group, an outdoor subscription service delivering hand-picked survival, EDC, and other cool gear from its expert team of outdoor professionals. John is an experienced ecommerce executive and board member with a demonstrated history of working in the consumer goods and technology industry. He leveraged his DTC and B2B expertise to scale BattlBox into an industry leader with a $30 million subscription portfolio. A renowned speaker and industry expert, John contributes valuable insights to the industry and shares ecommerce lessons on his blog, Online Queso. In this episode… When it comes to growing your business, there's no doubt that attracting and retaining customers is a top priority. However, this is easier said than done in today's highly competitive ecommerce landscape. As your business becomes more established, customer acquisition and retention is even more daunting. How do you ensure customers’ loyalty with so many vendors vying for their attention? For DTC executive John Roman, building a thriving community is the key to buyer retention. This entails focusing on providing exceptional value and offering a superior experience that not only keeps your customers returning but also converts them into brand advocates who showcase and promote your products. Highlighting acquisition challenges in the post-pandemic landscape, John delves into proven growth strategies he leveraged to scale BattlBox. He sheds light on building brand loyalty through content and community engagement, explaining the effectiveness of contests and other exclusive giveaways in connecting with clientele and building trust. John also addresses the crucial question of whether brands should prioritize acquiring new customers over delighting existing ones, sharing case studies from his company’s personalized outreach strategy that resulted in hundreds of thousands of dollars in additional revenue. In this episode of the Minds of Ecommerce Podcast, Raphael Paulin-Daigle hosts John Roman, the CEO of BattlBox Group, to explore retention and churn reduction strategies for ecommerce brands. John provides insights into customer acquisition challenges for subscription-based businesses, unpacks the strategy behind BattlBox’s community engagement tactics, and emphasizes the importance of entrepreneurs to learn from their losses and failures. /episode/index/show/mindsofecommerce/id/29901523

How Industry-Specific Landing Pages Boost Conversion Rates 12/20/2023

How Industry-Specific Landing Pages Boost Conversion Rates Riley Stricklin is the Co-Founder and CEO of Lume Cube, an ecommerce brand designing premium lighting tools for the creator economy. Established in 2014, Lume Cube started with a portable waterproof light for GoPro cameras and has since expanded to portable lights, partnering with notable retailers like Best Buy and the Apple Store. Before Lume Cube, Riley led sales and marketing teams across various companies, including Octagon and Ludus Sports. He was also a member of the Board of Directors at the San Diego chapter of the Entrepreneurs' Organization. In this episode… A landing page, also known as a lead capture page, helps online stores generate leads and boost sales. Yet, the real challenge with landing pages is creating those that convert leads to buyers since the average landing page conversion rate is just 9.7%. Could industry-specific landing pages be a game-changer? Seasoned marketer Riley Stricklin thinks so — however, all landing pages share the same goal, but there's no one-size-fits-all solution to increasing conversions. Riley and his team discovered that, although their paid search strategy effectively generated leads, all the traffic went to a single landing page that couldn't target the business’ different audiences. The company navigated this challenge by breaking paid ad funnels into customized industry-specific landing pages, skyrocketing conversion rates by up to 50% and add-to-cart rates by 300%. Riley emphasizes testing landing pages and experimenting with different pages for diverse audiences to see what performs best. In addition, leveraging customer segmentation and engagement strategies like surveys can help ecommerce stores refine their digital marketing strategies. In this latest episode of the Minds of Ecommerce Podcast, host Raphael Paulin-Daigle chats with Riley Stricklin, the Co-founder and CEO of Lume Cube, on using customized industry-specific landing pages to increase conversions. Riley reveals the secrets behind Lume Cube’s high-conversion landing pages and highlights the importance of customer surveys and landing page testing. /episode/index/show/mindsofecommerce/id/29121563

Category Creation: How To Thrive in a Crowded Market 12/13/2023

Category Creation: How To Thrive in a Crowded Market Matt Bertulli is the Co-founder and CEO of Pela Case and Lomi, certified B-corp brands operating at the intersection of waste innovation and consumer technology. Fueled by a mission to minimize global waste, Pela creates sustainable phone cases from eco-friendly materials, while Lomi transforms food waste into nutrient-rich plant food with its Smart Waste™ kitchen composter. Pela Case and Lomi have been named Top 10 in the Canadian Business Growth 500 ranking and #1 in Deloitte’s Fast 50 for cleantech businesses in Canada. After over a decade as a software developer, Matt started his entrepreneurial journey by co-founding Demac Media, an award-winning ecommerce company, which he bootstrapped, grew to over 100 employees, and sold after 10 years. Matt also co-hosts The Operators, a podcast focused on running eight- and nine-figure ecommerce companies. In this episode… If you’re trying to take your ecommerce business to new heights, then category creation should be on your radar. With new companies popping up daily offering similar products, only the brands that stand out will get the highest market share. Having built two successful brands leveraging product differentiation, serial entrepreneur Matt Bertulli says it’s not about beating everyone else at the game but creating something your niche has never seen. This marketing strategy is known as category design. According to Matt, entrepreneurs must develop a unique mechanism for doing things everyone else won’t dare. However, before creating a category, it’s critical to have a value proposition and devise authentic brand stories that convince your customers you genuinely care about solving their pain points. What problem are you trying to solve, and how exactly is your product the solution? Learn how thriving ecommerce brands are winning the ecommerce game with category creation. Join Raphael Paulin-Daigle in this new installment of the Minds of Ecommerce Podcast as he chats with Matt Bertulli, Co-founder and CEO of Pela Case and Lomi, on how brands can prosper by creating a new product category. Matt demystifies category creation strategies and how Pela Case and Lomi stay ahead of the competition with this marketing approach. He also highlights the importance of having a unique product or value proposition and the common mistakes to avoid when creating a new category. /episode/index/show/mindsofecommerce/id/29015968

TV Ads Secrets for DTC Ecommerce Growth 12/06/2023

TV Ads Secrets for DTC Ecommerce Growth Greg Schwartz is the Founder of Household, a boutique TV consultancy that works with direct-to-consumer brands on creative, media planning, and overall TV growth strategies. Passionate about transforming brands into household names, Greg has created over 150 TV commercials and helped many eight-figure brands, such as Moon Pod and Solgaard, profitably scale using TV as the main growth engine. Before Household, he helped run and launch many ecommerce brands. With a robust skill set that includes direct-response advertising, growth marketing, video production, and performance marketing, Greg contributes valuable insights to the industry. In this episode… When it comes to marketing, most DTC brands use social platforms to build relationships and social videos to communicate product offerings. However, TV advertising has found its way into the DTC conversation over the past years, with brands embracing the channel to expand their reach. How can you diversify ad revenue streams by leveraging the growing opportunities of linear and streaming TV platforms? But before you take this approach, it's essential to consider whether it's the right fit for your business. According to advertising expert Greg Schwartz, TV ads have become a definite consideration for DTC brands in reaching high-value customers and boosting sales through direct-response advertising. Clearing the misconception that TV ads are costly, Greg reveals that they’re more affordable than many brands realize, with average CPMs of less than $2 and the potential for massive audience reach. However, an adaptive and reactive approach is critical to tailoring your TV strategy. He illustrates that true mastery of TV advertising entails identifying the right platforms for your products and budget, optimizing organic funnels to maximize brand exposure, and having a creative team specifically for video. In addition, it’s crucial to apply performance measurement best practices, such as measuring TV performance through post-purchase surveys, comparing results from different networks, and optimizing ad spend on winners. In this episode of Minds of Ecommerce Podcast, Raphael Paulin-Daigle hosts Greg Schwartz, Founder of Household, to discuss how DTC brands drive growth through TV ads. Greg reveals the TV ad strategies of top-performing ecommerce brands, common mistakes in TV ads, and how to know if your brand is ready for this marketing approach. /episode/index/show/mindsofecommerce/id/28910058

The Strategy That Dramatically Increased Tenzo Tea's LTV by 50% 11/29/2023

The Strategy That Dramatically Increased Tenzo Tea's LTV by 50% Steve O'Dell is the Co-founder and CEO of Tenzo Tea, a DTC organic matcha tea company. Available in thousands of stores and featured in Entrepreneur, CBS, and People, Tenzo Tea provides healthy energy through organically sourced and sustainable ingredients. Steve's roots are deeply entrenched in entrepreneurship, and he is an investor in multiple startups, including Jibby Coffee. He also co-founded The Odd Job Brothers, KOTU Inc., Iliad Tech, ACCESS, and Ad Valorum. Steve attended UCLA briefly before deciding to leave to explore entrepreneurial opportunities. In this episode… In the digital world of ecommerce, where customer satisfaction reigns supreme, increasing lifetime value (LTV) isn’t a choice — it's a necessity. What can you learn from brands that have leveraged this metric to accelerate business growth? Steve O'Dell, a seasoned ecommerce growth expert, highlights the importance of providing a better customer experience to retain customers longer. Focusing on existing customers can boost ROI, so understanding and applying LTV metrics is essential. LTV measures the aggregate value of all customers, and increasing LTV impacts marketing strategies, profitability, budget allocation, and customer service expenditures. To boost LTV, Steve's company uses a variety of strategies. As a startup, Steve quickly addressed objections, tracked them through surveys, and then experimented with bundles, subscriptions, and product iterations to modify or improve products. By analyzing LTV, they were able to make adjustments and increase sales, which led the brand to increase its LTV by 50% within two years. Join host Raphael Paulin-Daigle in this episode of the Minds of Ecommerce Podcast as he interviews Steve O'Dell, the Co-founder and CEO of Tenzo Tea, on the impact of lifetime value on ecommerce growth. Steve shares Tenzo’s blueprint that increased LTV by 50%, his ecommerce journey, and how to address objections head-on. This insightful conversation provides valuable takeaways for anyone looking to refine their ecommerce growth blueprint. /episode/index/show/mindsofecommerce/id/28797873

How a DTC Cookware Brand Leveraged Product Bundling To Accelerate Growth 11/22/2023

How a DTC Cookware Brand Leveraged Product Bundling To Accelerate Growth Jordan Nathan is the Founder and CEO of Caraway, a fast-growing direct-to-consumer cookware brand. Launched in 2019, Caraway is on a mission to create well-designed, non-toxic, ceramic-coated home goods. Before founding his own company, Jordan was the CEO of Vremi, a kitchen and home goods company owned by the Mohawk Group. His strategic vision and leadership have been instrumental in Caraway's exponential growth and partnerships with notable wholesalers, including Amazon, Nordstrom, Zola, and West Elm. A graduate of consumer psychology from Colby College, Jordan was a Forbes 30 Under 30 honoree in the retail and ecommerce category in 2018. In this episode… Growing a new D2C brand is a challenging endeavor fraught with potential pitfalls, including a competitive market, high customer acquisition costs, and the demand for personalized customer experiences. How do you create a hyper-successful product development blueprint that can be scaled to meet the needs of a growing customer base? Jordan Nathan, who runs a rapidly growing D2C brand, is an expert on this topic. When he launched Caraway, the brand only offered its core product — a cookware set. Jordan pivoted to fill a gap in the homeware bundling space, offering curated sets based on targeted market research and customer surveys. This new strategy worked out well, and the brand has since expanded to retailers and Amazon, with sets and bundles playing a vital role in the brand’s growth. He emphasizes the importance of being intentional in product development to ensure you deliver value to your customers. In this episode of Minds of Ecommerce Podcast, host Raphael Paulin-Daigle interviews Jordan Nathan, Founder and CEO of Caraway, to discuss Caraway's breakout product bundling and merchandising strategy. Jordan unpacks the details behind his company's highly successful product development blueprint and provides valuable insights on scaling a D2C ecommerce brand. /episode/index/show/mindsofecommerce/id/28713023

Minds of Ecommerce

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