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Aggie Meroni is the founder and CEO of White Bee Digital, a paid social agency supporting eCommerce businesses as they scale. AND the author of the Amazon best seller book “Crack The Code: The Strategic Meta Ads Framework To Scale Your eCommerce Brand”.
Returning guest Aggie joins Chloe to separate fact from fiction in the world of Meta Ads. Together, they unpack six common creative myths and reveal the strategies helping eCommerce brands get better results from their ad spend in 2026.
Dive in:
[09:45] Focusing on eCommerce fundamentals
[11:31] Understanding ad volume based on budget
[14:51] Building a creative system
[17:25] Challenges using AI for ad creation
[22:22] Using AI in marketing content
[24:40] Using AI for ad video snippets
[26:41] Testing ad angles effectively
[31:50] Importance of video in advertising
[34:05] Managing Meta ads for clients
[36:58] Insider Tips from Aggie!
Myth #1: If Your Ads Aren’t Working, You Have a Creative Problem
Many brands assume poor results mean their ads are bad. Aggie says that is often not true. Creative is important, but it is only one part of the equation. A weak website, a poor offer, or incorrect profitability targets can all hurt performance. Before blaming your ads, make sure the rest of your marketing and eCommerce setup is working properly.
Myth #2: You Need to Test 50 Creatives a Week
This advice gets repeated a lot, but it lacks context. Brands with massive budgets may need a high volume of creatives. Smaller brands usually do not. Aggie says the focus should be on creating the right ads, not the most ads. A clear creative system will outperform random volume every time.
Myth #3: AI-Generated Creatives Are a Quick Fix
AI can help speed up parts of the creative process, but it is not a complete solution. It still needs direction, strategy, and human oversight. Most AI-generated ads require editing before they are ready to use. Brands that expect AI to do everything often end up frustrated. The best results come when AI supports a strong creative strategy rather than replacing it.
Myth #4: Real UGC Is Dead Because AI UGC Is Cheaper
Aggie believes authentic content is becoming more valuable, not less. Consumers want to see real people using real products. They are becoming better at spotting content that feels fake or overly polished. When trust is lost, performance often suffers too. Brands should continue investing in genuine creators who can produce believable and relatable content.
Myth #5: Creative Volume Matters More Than Creative Quality
Producing hundreds of ads means very little if they all say the same thing. Aggie shared examples of brands creating large numbers of creatives without improving results. The problem was not the volume. The problem was the lack of meaningful testing. Strong creative strategy focuses on different messages, angles, and customer motivations. Quality insights will always beat quantity alone.
Myth #6: Static Ads Are the Only Way to Test Messaging at Scale
Some marketers believe static images are the fastest way to test new ideas. While static ads are quick to produce, they are not always the best format. Certain messages are easier to explain through video. Product demonstrations, founder stories, and unboxing experiences often perform better in motion. Brands should test the format that best communicates the message, not default to static ads every time.
Takeaways:
In the AI age, consumers crave authenticity. It’s not about glossy influencers, but real people sharing real stories, even if it’s in sweatpants with morning coffee. Allocate your marketing to genuine voices. Connection wins hearts.Chasing 50 ad creatives a week? The real win is building a repeatable creative system. Focus on deep research and intentional messaging, not just high volume. Quality, tested angles beat quantity every time.AI tools are everywhere, but they’re not a magic wand for ad creatives. Mixing quick AI-made content with human input works, but real insight, strategy, and brand depth still need a personal touch.Real user-generated content is thriving, not dying. People respond to honest, unpolished moments—think a gym selfie or coffee run—over AI-generated perfection. Brands gain trust through relatable stories, not scripts.Who owns creative? Top-performing brands don’t silo strategy or creation. Agencies and brands must collaborate on research and messaging for ads that truly resonate and reflect authentic culture.Find the notes here: https://keepopt.com/308
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Christina Bell is the Head of Strategy at Webtopia UK, a performance marketing agency focused on helping high-growth, founder-led DTC brands scale with data, testing, and storytelling.
In this episode, we explore how eCommerce brands can use Meta partnership ads to improve ROAS, reduce ad costs, and build more effective creator-led campaigns. Christina shares practical strategies for testing, optimisation, and preparing your Meta ads strategy for peak sales periods.
Dive in:
[04:54] Explaining partnership ads on Meta
[08:27] Making advertising simple for everyone
[09:56] Testing and integrating partnership ads
[15:24] Partnering with content creators
[16:41] Collaborations with Social Media Influencers
[21:30] Understanding Customer Profiles
[24:17] Optimal initial ad spend percentage
[28:16] Insider Tips from Christina!
[32:18] Episode sponsored by Webtopia. Get in touch with Team Webtopia for your free growth audit.
Partnership ads work best when you test early and test often
One of the biggest lessons from this episode is that partnership ads are not a quick win. They need time and structured testing. Too many brands try one creator, see mixed results, and stop too soon. Christina explains that success comes from testing multiple creators, hooks, and messaging angles over several months. For eCommerce brands, this matters because consistent testing helps you find the creative combinations that will scale when competition gets more expensive.
Know your customer before you build your campaigns
Strong Meta ad performance starts with customer understanding. Christina stresses that brands must know who they are selling to, why people buy, and what motivates action. This insight shapes everything from creator selection to ad messaging and creative hooks. If your customer insight is weak, your partnership ads will feel generic and underperform. For practitioners, this is a reminder that better audience research often beats more ad spend.
Set a realistic test budget and commit to proper testing
Partnership ads need enough budget to produce clear results. Christina warns against testing one creator with a small spend and then deciding the strategy does not work. Brands should budget to test several creators, different hooks, and multiple creative angles over a few months. This gives Meta enough data to optimise and gives your team real insight into what performs best. For eCommerce operators, the goal is not to find instant wins, but to gather enough learning to scale with confidence.
Takeaways:
Meta’s partnership ads blend brand and creator voices for more authentic marketing. As Christina explained, it’s about trust and relatability. People connect better with people, not just logos.Don’t script your creators—guide them! Genuine storytelling wins over robotic scripts. Christina says the best results come when creators bring their own flair and honesty to brand messages.Diversity is key: test partnership ads with a variety of creators and campaign goals. As Christina shared, mixing different voices alongside your usual content expands reach and connection.Culture in marketing? Know your customer, deeply. Christina reminds us: understanding motivations and context shapes messaging that resonates. This is essential for creative partnerships.Teams and founders can be creators too. Christina encourages brands to feature real employees. Your workplace culture is a huge asset for authentic content on Meta’s partnership ads.Find the notes here: https://keepopt.com/307
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Manglende episoder?
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Komal Singh is the founder and CEO & Prudhvi Raj is the Director of Customer Success at 4XDigital AI an AI-powered advertising system that plans, launches, and continuously improves your ad campaigns as you grow.
Returning guest Komal is back on the podcast alongside Prudhvi to break down one of the most important — and most overlooked — Meta Ads metrics: hook rates and hold rates. In this episode, they explain how eCommerce brands can optimise video creative to stop the scroll, hold attention, and improve overall Meta Ads performance.
Dive in:
[05:28] Evaluating creative quality in ads
[07:37] Understanding hook rate in ads
[11:25] Importance of engaging early viewers
[14:05] Balancing the hook and hold rate
[18:39] Importance of consistent messaging
[20:51] The downside of clickbait strategies
[23:49] The pitfalls of using clickbait
[26:46] Insider Tips from Komal and Prudhvi!
Your first three seconds decide if your Meta Ad works
Komal and Prudhvi explain that the “hook” is the most important part of a video ad. If shoppers do not stop scrolling in the first three seconds, the rest of the ad does not matter. That is why tracking hook rate is so important. It shows how many people actually paused to watch your content. For ecommerce brands spending heavily on Meta Ads, improving the hook can quickly lower wasted ad spend and improve overall campaign performance.
Good creative is not enough if the rest of the funnel fails
The episode highlights that Meta Ads performance should be measured across the full funnel. A strong hook and high hold rate will not save a weak landing page or a poor checkout experience. The guests explain that brands need to look at every stage, from video engagement to clicks, conversions, and checkout completion. This helps ecommerce teams spot exactly where customers are dropping off. Instead of guessing what is wrong, brands can make smarter improvements based on real data.
Clickbait hooks can damage your brand and your ROAS
One of the strongest warnings in the episode is about using misleading hooks. A dramatic opening may improve hook rate, but it can hurt conversions if the rest of the ad does not deliver on the promise. Shoppers will leave quickly if they feel tricked. That sends low-quality traffic into your funnel and hurts your return on ad spend. The key lesson for ecommerce marketers is to create attention-grabbing ads that still feel honest, relevant, and aligned with the product experience.
Takeaways:
Great creative is at the heart of Meta ad success. Your hook—the first 3 seconds—can make or break your campaign. Captivate quickly, or you’ll lose 70% of viewers before the message lands. Tracking hook rate isn’t just a metric. It’s a mirror reflecting your video’s true impact. If your hook rate is below 25%, it’s time for a rethink before investing further in ads. Beware clickbait hooks. Viewers who feel misled rarely come back. Build trust by delivering on your promises. Engage, then follow through with true value in your content and landing pages. Adapt your visuals and messaging to fit the native style of each platform. Reels, Stories, and Shorts have their own rhythms. Be relevant to where your viewers already are. The video ad journey is a funnel. A strong start pulls people in, but holding attention and driving meaningful action requires every moment—hook, hold, and CTA—to work together. Optimise each step.Find the notes here: https://keepopt.com/306
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Kathie Feng is the founder and growth architect at Signal Growth, and has recently started as Director of Omnichannel Digital Marketing at Footlocker. She has over 13 years experience at the cutting edge of customer acquisition across all sizes of eCommerce store.
In this episode, Kathie explains how to approach Meta ads at different stages of growth, from early testing to serious scale. She shares practical advice on when to test, when to increase spend, and the common mistakes that can quietly hold back eCommerce growth.
Dive in:
[05:25] Testing Meta ads and best practices
[08:52] Scaling through testing and learning
[12:34] Testing strategies after growth
[16:01] Meta ads misconceptions for beginners
[19:42] Analyzing consumers and optimizing ads
[20:46] Optimizing ad campaigns strategically
[23:30] Insider Tips from Kathie!
Get your foundations right before you scale
Meta ads work best when the basics are already clear. Kathie Feng calls this the “winning triangle”: product, audience, and offer. eCommerce brands need to know exactly who they are selling to and why that customer should care. If the product-market fit is weak, more ad spend will only waste money faster. Before pushing budget up, make sure the product solves a real problem and the offer feels easy to say yes to.
Use early-stage ad spend to learn, not just to sell
In the early growth stage, small budgets should buy insights first. Instead of trying to scale too fast, use those first campaigns to test one thing at a time. Try different hooks, audiences, creative formats, or offers. This makes it much easier to see what actually moves performance. For eCommerce teams, this approach reduces risk and helps build a much stronger base before larger spending starts.
Creative is the lever that matters most as you grow
As competition increases, better creative often matters more than more targeting. Kathie stresses that the first two seconds are critical because shoppers decide very fast whether to keep watching. Your ad needs to show what the product is, why it matters, and why the viewer should stop scrolling. Brands that win on Meta usually refresh creative often and keep testing new messages. For eCommerce owners, strong creative is often the fastest way to improve click-through rate, lower acquisition costs, and unlock the next stage of growth.
Takeaways:
Capturing attention is an art—your hook must shine in the first two seconds. Every scroll is a chance to connect, so clarify what you offer and why it matters, instantly.Your product, market fit, and pricing form the foundation for growth. Before scaling ads, make sure your offer truly resonates with people who will love your product, not just like it.Testing is not just for the start—continuous test and learn is essential as you scale. Consumer needs shift fast; adapt your messaging and creative to stay relevant and drive results.Blind spot: Meta ads aren’t “set and forget.” Success means digging into creative, analytics, and audience insights daily. Leverage numbers, not just intuition, to guide your moves.AI is re-shaping how we optimize and scale. Embrace the tools, but stay focused on human insights—knowing your audience at a deep level will always be your competitive advantage.Find the notes here: https://keepopt.com/305
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Yiqi Wu is the founder and CEO of Aimerce, a next-gen platform to empower long-lasting relationships with customers by putting you in control of your first party data.
Yiqi is a returning guest, and this time she dives into how to use first-party data, tracking, and catalogue optimisation to improve targeting, reduce CAC, and future-proof your Meta Ads strategy.
Dive in:
[05:29] Improving eCommerce sales funnel
[08:43] Understanding click ID tracking
[13:00] Discussing data collection challenges
[14:29] Tracking visitors with first-party cookies
[19:06] Understanding first-party data types
[20:04] Shopify's public catalog API & UPC Universal Commerce Protocol
[23:21] AI traffic potential in 5 years
[28:11] Understanding customer insights for marketing
[29:13] Insider Tips from Yiqi!
Episode sponsored by Aimerce. Find out more Inside DTC Marketing Tech https://www.aimerce.ai/blogs?utm_source=keep_optimizing_podcast
First-party data is now your biggest competitive advantage
First-party data is no longer optional for eCommerce brands. It is the foundation of high-performing Meta Ads. Yiqi explains that the most valuable data points are email and click ID. These help Meta understand who is taking action on your site. Without this, the algorithm cannot optimize properly. Brands that collect and connect this data well will see better targeting, lower CAC, and stronger results.
Tracking is broken unless you take control of it
Relying on basic pixel setups is no longer enough. Privacy changes and cookie limits mean platforms cannot track users like they used to. You need to collect and send your own data using first-party tracking. This allows you to track users for longer and with more accuracy. It also improves attribution across Meta, Google, and email. If your tracking is weak, your decisions and ad performance will suffer.
Your product data will shape your future visibility
AI is changing how customers discover products. Tools like AI agents are starting to pull from structured product data, not just web pages. This means your catalog metadata now matters more than ever. Titles, descriptions, and attributes all impact how your products are found and ranked. Many brands ignore this backend data, which creates an opportunity for those who optimize it. Clean, detailed product data will help you win more traffic in the AI-driven future.
Takeaways:
If you know your customers better than anyone else, you gain a powerful edge. It’s not just the data, but what you do with it. Target smarter, speak their language, and build real connections.Sending rich first-party data into platforms like Meta or Google isn’t an option anymore; it’s a must. Email and click ID are your keys to unlock lower CAC and higher performance.Don’t wait for checkout to grab those valuable emails. Popups and quizzes turn browsers into known contacts, letting you personalize every step and fuel smarter marketing.Your product catalog isn’t just inventory – it’s data gold. With AI emerging and APIs opening up, refining product metadata is the new SEO for discovery and sales.The future is all about actionable insights. AI will soon suggest your next move, detect patterns you missed, and drive results faster. Start collecting and cleaning your data today.Find the notes here: https://keepopt.com/304
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Danny Kirk is founder of ReddiReach, where he’s worked with over 250 eCommerce brands to help them use Reddit as part of their marketing activity.
In this episode, Danny explains why Reddit is becoming a critical channel for influencing AI search results and brand discovery. He also shares practical strategies for building trust, driving traffic, and growing your eCommerce brand through authentic community engagement.
Dive in:
[06:24] Early days of AI branding
[08:32] Using Reddit for brand growth
[10:35] Sticking to ethical marketing
[14:52] Posting strategies for niche brands
[17:06] Encouraging customer stories on Reddit
[21:26] Understanding subreddit culture
[23:42] Insider Tips from Danny!
Reddit Shapes How AI Sees Your Brand
AI tools like ChatGPT and Google’s AI results rely heavily on Reddit content. That means your brand reputation on Reddit can directly influence how AI recommends you. If your brand is not mentioned, AI may ignore you or get things wrong. You do not need backlinks to win here. You need consistent, positive mentions in real conversations. Start early, because this space will only get more competitive.
Help First, Sell Never (At Least Not Directly)
Reddit users dislike obvious marketing. If you push your product, you will get ignored or downvoted. The winning approach is to be helpful in comments. Answer real questions and share useful insights. Mention your brand only when it adds value. This builds trust and makes people more likely to choose you later.
Consistency Beats Hacks on Reddit
Reddit is not a quick win channel. You need to show up often and engage like a real person. Focus on a few key subreddits where your audience is active. Learn the rules and tone before you post. Avoid automation and shortcuts, as these will likely get penalized. Over time, this steady effort can drive traffic, sales, and AI visibility.
Takeaways:
Reddit’s power lies in authentic community. Brands that focus on building tribes, not pushing products, create lasting cultural relevance and influence. The future of growth is rooted in trust, not control.AI search trusts Reddit because real voices matter. Today, your brand’s story is shaped and cited by the crowd. Participate ethically, and people—and algorithms—will recommend you.Old marketing was broadcast. Now, on platforms like Reddit, influence is earned by engaging and amplifying the community’s values. Listen, learn, contribute—don’t just promote.Success on Reddit isn’t about planting links. It’s about joining conversations, adding value, and letting your advocates become your loudest marketers. Play the long game of trust.Beware shortcuts: bots and fake engagement will be cracked down. Culture rewards real human presence. Show up, contribute meaningfully, and be remembered—by people and by AI.Find the notes here: https://keepopt.com/303
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Colin Hodge is the author of the brand new book “Outrageous Startup Growth: Uncovering the Secrets of User Psychology to Scale Your Success”. Based on his experience scaling startups to over 100 million users.
In this episode, Colin shares how to apply customer psychology to drive real eCommerce growth, from improving your funnel to increasing conversions and pricing more effectively. Expect practical, testable ideas you can implement straight away to turn insight into revenue.
Dive in:
[05:09] Mindset shifts for entrepreneurship
[08:08] Understanding user psychology
[13:22] Finding and fixing funnel leaks
[14:49] Using psychology to improve ads
[19:30] Experimenting with pricing strategies
[25:13] Explaining decision engineering basics
[26:45] Using emotional moments for loyalty
[28:36] Insider Tips from Colin!
Start with Customer Empathy, Not Just Data
Too many eCommerce brands rely on dashboards and forget there are real people behind the numbers. This episode shows that growth starts with understanding how your customers feel, think, and behave in the moment. You should go beyond basic personas and dig into motivations, frustrations, and context. Talk to customers, watch how they use your site, and even try the journey yourself. This helps you spot hidden barriers and missed opportunities. When you build with empathy, your marketing and product decisions become far more effective.
Fix Your Funnel Before Scaling Acquisition
It’s tempting to pour more budget into ads, but that often wastes money if your funnel is leaking. Instead, focus on where customers drop off early in the journey. Small improvements here can unlock big growth. Once your funnel performs better, you can scale acquisition with confidence. At the same time, study your best customers to understand what made them convert. Then use those insights to attract more people like them.
Use Psychology to Influence Buying Decisions
Pricing, messaging, and design all shape how customers decide to buy. This episode highlights how tactics like price anchoring, framing, and default options can boost conversions. For example, showing a higher-priced option can make your main offer feel like a better deal. Timing also matters, such as using “fresh start” moments like Mondays or new seasons to launch campaigns. These small psychological nudges can have a big impact on sales. The key is to test often and learn what works for your audience.
Takeaways:
Understanding your customer’s environment shapes success in business. Empathy isn't just a buzzword—it’s a growth lever. Dive into their journey, feel their challenges, and watch your brand stand out authentically.True growth starts within. Before hacking customer psychology, founders need a growth mindset: experiment, fail, learn, repeat. Don’t wait for perfect—real progress happens outside the comfort zone.The freshest paths to eCommerce growth aren’t found in dashboards but in people’s minds. Study why competitors’ ads work, then use contrast and uniqueness to ensure your brand cuts through digital noise.Pricing isn’t just about margins. Experiment with price anchors and context. What's the compromise option your customers crave? Pricing psychology can unlock hidden profits and boost conversions.Magic moments matter. Use fresh starts—new seasons, Mondays, or milestones—to re-engage customers. Decision engineering means shaping environments, not just products, to invite loyalty and action.Find the notes here: https://keepopt.com/302
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Dan Bond is VP of Marketing at RevLifter, an eCommerce technology company helping retailers optimize conversions through intelligent promotional offers. Working with eCommerce brands as diverse as Laithwaites, Club L London, and Radley.
In this episode, Dan explains why most brands are leaving money on the table with blanket discounts and reactive promotions. He shares how to build a smarter promotion strategy that increases conversion and average order value while protecting your margins.
Dive in:
[05:39] When promotions go wrong
[06:57] Setting a discount strategy
[10:49] Strategic discounting and incentives
[13:46] Adapting to external changes
[17:01] Helping retailers with managed services
[22:18] Driving sales with add-ons
[24:34] Insider Tips from Dan!
Treat discounts as a strategy, not a last-minute tactic
Most eCommerce brands use discounts as a quick fix when sales dip. That approach leads to wasted margin and poor long-term results. Instead, you need a clear plan for when and why you discount. Decide who should see offers, which products qualify, and what level of discount makes sense. This helps you stay in control of your brand and profitability. A simple strategy beats random promotions every time.
Measure deeper than revenue and conversion rate
It’s easy to focus on top-line metrics like revenue and conversion rate. But these numbers can hide real problems. A promotion may boost sales while hurting your margins or attracting low-value customers. You need to track metrics like profit, customer lifetime value, and incremental lift. Always ask: would this sale have happened without the discount? Better measurement leads to better decisions and stronger growth.
Test, personalize, and optimize continuously
There is no “set and forget” promotion strategy. What works today may not work next month. You should test different offers, audiences, and timings on a regular basis. Use customer behavior to personalize offers instead of giving the same deal to everyone. For example, target exit-intent users or increase basket size with spend thresholds. Small, ongoing improvements can drive big gains over time.
Takeaways:
Discounting isn't just a quick sales fix. It can shape your brand’s culture. Are you rewarding loyal behavior, or just chasing conversions? Set a strategy first, then let data inform your next move.Promotions are a business lever, but also a cultural one. Quick tactics risk damaging your margins and reputation. Build a culture that values testing, learning, and thoughtful experimentation.True growth culture isn't about copying others’ offers. It’s about understanding your own brand and customers deeply.Regularly review who gets your discounts and why. Strategy-first cultures excel by being intentional about promotions. Test, measure, learn, then optimize, always.eCommerce culture thrives on experimentation. Every offer is a test, every result a lesson. Optimize not just for the sale, but for deeper impact. Culture is built in these choices.Find the notes here: https://keepopt.com/301
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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You’re listening to a milestone episode – the Keep Optimising Podcast’s Episode 300!! 🎉
To celebrate, Chloe Thomas has brought together 13 expert guests and asked them one powerful question:
“What’s your top tip for eCommerce growth right now?”
The result? A fast-paced, insight-packed episode covering everything from brand building and data foundations to popups, promotions, and performance marketing.
Here’s our guest line-up for this special episode:
Dan Coleman from Coleman Marketing,Amy Budd from Launch,Jaye Cowle from Launch,Lucy Bloomfield from Magic Marketer,Stephen Honight from The LM07 Agency,Sam Wright from Blink SEO,Charlie Semmence from Leaf Signal,Roman Petrochenkov from Carwow,Anna Wilson from Key Ascent,Fiona Thompson from LoyaltyLion,Dan Bond from RevLifter,Taras Talimonchuk from Claspo,and Eric Sheinkopf from The Desire Company.It’s the episode you’ve been waiting for — so tune in to hear 14 actionable tips to help you grow your eCommerce business smarter, faster, and more profitably 🚀
Find the notes here: https://keepopt.com/300
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Amy Budd is the Client Services Director at Launch, a B Corp performance marketing agency that helps brands grow in a way that actually lasts. Mixing smart data with creative thinking to build campaigns that work, now and also in the long run. Happy clients include Weird Fish, Piglet In Bed, and Green People.
In this episode, Amy shares how brands can cut through today’s “attention recession” by improving their creative strategy. She breaks down three practical pillars that will help you stand out, connect with your audience, and drive stronger results across your marketing.
Dive in:
[05:14] "Attention Recession Explained"
[07:52] "Maximizing Brand Growth Channels"
[09:52] "Building Distinctive Brand Assets"
[14:01] "Relevance, Research, and Brand Nuance"
[17:45] "Niche Defines Brand Positioning"
[19:12] "Mastering Ads in Seconds"
[23:08] "Maximizing ROI with Balanced Strategy"
[27:00] Insider Tips from Amy!
[31:04] Episode sponsored by Launch. Find out more at https://keepopt.com/launch
Pillar 1: Be instantly recognisable, even without your logo
Your brand should be easy to spot in seconds. Most shoppers scroll fast and do not read. They react to visuals first. Use consistent colours, fonts, and styles across all your ads. Aim to pass the “blur test,” where people still know it’s you without a logo. For eCommerce brands, this builds memory and trust over time, which lowers your cost to acquire customers.
Pillar 2: Make your messaging truly relevant to your customers
Relevance starts with understanding how your customers think and speak. Do not rely on product descriptions alone. Use real customer reviews, feedback, and support queries to shape your messaging. Highlight the small details that matter, like “has pockets” or “easy to clean.” These simple insights often drive more clicks and sales than generic claims. For eCommerce teams, this is one of the fastest ways to improve ad performance.
Pillar 3: Create emotional content that stops the scroll
You have about 1–2 seconds to grab attention. Facts and features are not enough. Your content needs to make people feel something fast. This could be joy, curiosity, or even surprise. Emotion keeps people watching and helps them remember your brand later. For eCommerce brands, this leads to stronger engagement and higher conversion over time.
Takeaways:
Creativity in marketing isn’t just about looking good. It’s about building brand memories. Are your ads recognizable without your logo? Time to audit your brand voice and visuals and make sure they stand out, not blend in.Want stronger growth? Dig into your customer reviews. Your real advantage might be hidden in their words. Bring their language and needs into your ads. It’s more powerful than any corporate speak.The magic of emotional reward: In a noisy online world, ads that make people feel something are 7x more likely to boost your revenue. Make your brand memorable by sparking emotion every time you show up.True performance marketing is more than just numbers. The brands that combine strategy, creativity, and data get those unforgettable connections – and the results to match.Don’t just chase every shiny new channel. Test, measure, and learn. The best brands set aside 10% of their budget to experiment, then double down on what works. Sustainable growth starts with smart, ongoing experimentation.Find the notes here: https://keepopt.com/299
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Amanda Walls is the founder and director of Cedarwood Digital – who were recently awarded the Best Small Integrated Agency in Europe & the UK 2025. They are a sort after global agency for SEO, PPC and Digital PR.
In this episode, Amanda joins Chloe Thomas to break down the three pillars of helpful content for Google SEO. They explore how eCommerce brands can strengthen their product pages, category pages, and trust pages to improve rankings, build credibility, and convert more shoppers.
Dive in:
[06:12] SEO's Evolution: User-Centric Search
[07:01] Google's Focus on User Intent
[12:46] "Importance of Trust-Building Pages"
[15:09] "About Us vs. Contact Us"
[18:39] "Mid-Funnel Shopper Content Strategy"
[20:24] "Audit Blogs: Value Over Volume"
[24:11] Insider Tips from Amanda!
First Pillar: Product Pages
Product pages are the most important content on an eCommerce site. Many shoppers land directly on them from search when they already know what they want. Your job is to make the page answer every key question about the product. Include clear descriptions, specs, images, delivery details, and reviews. Avoid thin manufacturer copy and add helpful information your customers actually need. When product pages are detailed and trustworthy, they rank better and convert more visitors.
Second Pillar: Category Pages
Category pages help shoppers who are still exploring their options. They sit between the homepage and individual products and group related items together. These pages are perfect for broader searches such as product types, brands, or styles. Add short, helpful text that explains what the category includes and how to choose. Filters, clear navigation, and useful descriptions help users compare products easily. Well-optimised category pages capture research-stage traffic and guide shoppers deeper into your store.
Third Pillar: Trust Pages (About, Contact, and Credibility)
Trust pages prove that your business is real and reliable. Important examples include the About Us page and the Contact Us page. Many stores hide these pages in the footer, which makes them harder for users and Google to find. Instead, make them easy to access in the main navigation or header. Clearly show who you are, how customers can contact you, and why your store can be trusted. Strong trust pages improve SEO signals and increase customer confidence before they buy.
Takeaways:
Making your About Us and Contact Us pages visible builds real trust. They're not just SEO boxes to tick. Users need to find real people behind the brand if you want them to buy. Authenticity always wins.Helpful content isn’t about stuffing keywords. It’s about meeting what your customer actually needs at every stage – info, reassurance, easy navigation. Good for SEO, but great for building community.Don’t hide your story. Even if you’re camera-shy, showing your brand’s purpose, team or process on your site helps people connect. Connection is culture. It’s what turns browsers into loyal advocates.Cut the fluff on your blog. Every post should add value or reinforce your expertise. Content for content’s sake confuses both search engines and customers. Precision matters.Conversion and SEO are inseparable – user experience is at the core of both. If your site is designed for clarity and accessibility, you’re not just optimised for search; you’re building lasting trust.Find the notes here: https://keepopt.com/298
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Liv Day is the SEO Lead at Digitaloft, where she crafts ROI-led SEO strategies that deliver a fast impact for their clients.
In this episode, Liv shares how to turn your eCommerce category pages into powerful revenue drivers – without stuffing them with endless SEO copy. We dive into practical fixes, smart internal linking strategies, and how to prepare your store for the rise of AI search and agentic commerce.
Dive in:
[06:12] "Optimizing Collection Pages Effectively"
[09:15] "eCommerce Site Structure Insights"
[10:41] SEO, UX, and Engagement Signals
[15:40] "Optimized Copy Boosts Rankings"
[18:42] "Internal Linking Pitfalls Explained"
[21:23] "AI Search Optimization for eCommerce"
[25:57] Insider Tips from Liv!
Do: Keep Category Page Copy Tight and Conversion-Focused
Write copy that helps shoppers choose. Focus on product types, benefits, and buying considerations. Keep it clear and commercially relevant. Around 300–500 words are often enough.
Avoid: Adding 2,000 words of fluff about “What is a dress?” or product history. More words do not mean more value.
Do: Build a Clear Internal Linking Structure
Link parent categories to subcategories and back again. Use descriptive anchor text like “red dresses” instead of “click here.” Make your hierarchy obvious to both users and Google. This improves crawlability and navigation.
Avoid: Weak anchor text and Shopify non-canonical product URLs that dilute ranking signals.
Do: Optimise for AI Search with Better Product Data
Prepare for AI-driven shopping now. Keep your product feeds clean and complete. Add structured data and FAQs that answer real buying questions. Optimise for long-tail and comparison queries.
Avoid: Ignoring product feeds and Merchant Center setup while competitors prepare for agentic commerce.
Takeaways:
SEO isn’t just spreadsheets and keywords. It’s about understanding people. Liv reminds us: Don’t create content for Google. Create for real humans. When you serve users first, search engines will reward you.The secret sauce for category pages: Internal linking! Liv Day shares how connecting relevant pages not only helps Google but guides buyers. Conversion and SEO go hand in hand.Copy on category pages shouldn’t be endless. Too much information can confuse users and hurt your rankings. Keep content clear, concise, and focused on helping shoppers decide.We’re about to enter the world of agentic commerce. Soon, purchasing straight from Google and ChatGPT will be the norm. Liv urges brands to optimize product data now to stay visible.SEO is a journey, not a destination. Testing, learning, and iterating help you keep up with change. What worked yesterday may need a tweak tomorrow.Find the notes here: https://keepopt.com/297
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Sam Wright is the Managing Director at specialist eCommerce agency Blink, the Shopify marketing agency for large catalogue stores. Sam’s been in SEO since 2007, and in eCommerce since 2002.
In this episode, returning guest Sam breaks down how large Shopify brands should be structuring their product data and taxonomy to succeed in both SEO and the fast-evolving world of AI search. He talks about practical fixes that can improve visibility, customer experience, and organic growth — and why getting your data foundations right now will pay off across every channel.
Dive in:
[05:39] AI Strategies for Shopify Brands
[07:51] Store Success Depends on Structure
[12:31] Optimizing Shopify Data for AI
[16:38] "Shopify's AI-Powered FAQ Tool"
[19:44] AI Search and Shopify Shipping
[20:44] "AI, Shopping, and SEO Challenges"
[22:27] Insider Tips from Sam!
Clean, structured product data is now your biggest growth lever
AI search and SEO both rely on clear, structured product data. If your data is messy, incomplete, or spread across systems, you will lose visibility. Treat Shopify as your single source of truth. Fill in standard fields like product type, category, materials, and key attributes. Avoid storing important details only in images, PDFs, or documents. Clean data flows into AI tools, Google, ads, and your site, so one fix improves many channels.
Go deeper with taxonomy and attributes to win more traffic
Basic categories are no longer enough. You need deeper product structure that matches how customers search. Create more specific categories and filters where it makes sense. Then add richer attributes such as size details, materials, ingredients, or performance data. AI tools use this depth to decide which products to show. Better structure also improves on-site navigation and conversion. When customers can find the right product faster, revenue follows.
Start preparing for AI now by enriching real customer knowledge
AI cannot invent accurate product information if it does not exist. The advantage comes from turning internal knowledge into structured content. Capture insights from customer service, product teams, and suppliers. Turn common questions into FAQs and detailed product information. Add shipping, returns, and usage details in text format, not just policies or images. The brands that document what they know today will be the ones AI recommends tomorrow.
Takeaways:
Shopify’s secret to success? Turning technical headaches into easy wins for everyone, not just devs – and now, they're doing the same for AI. The future belongs to brands with quality data and clear structures behind the scenes.Want to futureproof your online store for AI search? Start with the basics: organize your product data, nail your taxonomy, and focus on making your brand message portable so it shines through, even when customers never visit your site.Shopify’s new tools make catalog mapping and data plumbing simpler than ever—but it’s what you feed the system that counts. Clean, detailed product info is your edge as AI-driven discovery takes off.Richer, deeper product data isn’t just for better SEO—it powers AI tools, improves UX, and sets your brand apart. If your specs are buried in PDFs or blurry images, now’s the time to transform them into structured, searchable content.This Q4 could be the turning point for AI-driven shopping. The work you put into fixing your taxonomy and data flows now will pay off in organic growth, smoother user journeys, and readiness for whatever AI brings next.Find the notes here: https://keepopt.com/296
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Emily Richardson is the founder of KNWN, who offer 2 products for AI, Search KNWN Analytics and Dual Web. Emily’s been deep in marketing, tech, and research since 2019 and via KNWN is now helping over 2,000 brands optimise their websites for AI search results.
In this episode, Emily breaks down exactly how eCommerce brands should be thinking about on-site and off-site optimisation for AI search visibility. From quick structural wins you can implement today to longer-term citation and PR strategies, this is a practical guide to showing up in ChatGPT, Gemini, and beyond.
Dive in:
[04:21] ChatGPT Citations vs. Google SEO
[09:00] "Effective Content Structure Tips"
[13:30] "Optimize FAQs for AI Search"
[15:37] "Optimizing Offsite AI Citations"
[19:24] Optimize Content for Reddit & Wikipedia
[20:32] Insider Tips from Emily!
AI Search Is Fundamentally Different from Traditional SEO—And You Need to Optimise for Both
One of the eye-opening takeaways is that generative engine optimization (GEO) and answer engine optimization (AEO) represent a notable evolution from classic SEO. Emily reveals that 90% of ChatGPT citations for the same queries do not overlap with Google’s top results. This happens because AI search engines crawl and prioritise web content differently, focusing less on backlinks and more on structured, clear, and mathematically-optimised content. The lesson: you need to keep doing traditional SEO but also specifically optimise for AI-driven search engines to ensure your brand is discoverable across the next wave of online discovery.
On-Site Optimisation: Structure and Unique Content Are Non-Negotiable
The episode provides actionable, practical advice for improving your site’s AI visibility—steps you can take immediately. Emily recommends:
Starting every page with a clear summary: AI bots skim rather than read, so front-load value.Chunking your content into short, digestible sections and using bullet points to make parsing easier for AI.Including FAQs—especially long-tail, user-driven questions—since AI search queries tend to be much longer and more conversational than those in traditional search.Finally, create content only you can create: focus on proprietary data, real-world experience, and unique perspectives—anything that couldn’t simply be generated by an AI prompt.Off-Site Tactics are Changing: Citations and Mentions Matter More Than Traditional Backlinks
Off-site optimisation for AI no longer revolves solely around backlinks. Emily explains that AI search engines favour brand mentions and citations over links. It’s crucial to get your brand discussed on high-authority sites, in industry listicles, community platforms like Reddit, and on Wikipedia. Also, for Google’s Gemini AI engine, having relevant YouTube content is a significant advantage. Monitoring where your brand is being cited in AI results (using tools or manual checks) will highlight new opportunities for growth. Strategic PR, industry coverage, and “as-seen-on” mentions can have an outsized impact in this new landscape.
Takeaways:
AI search engines are changing the game! Your site needs clear structure—think summaries up top, FAQ sections at the bottom, and content the AI couldn't have written. Original insights win.Offsite matters more than ever. AI bots don’t care about backlinks—your brand just needs to be mentioned in blog posts, listicles, and even Reddit threads. Start boosting your visibility!Long-tailed queries are the new norm. With AI search, questions are longer and more specific. Use FAQs and comparison pages to answer what real people are asking and edge into AI results.Don’t forget your product pages! Chunk info, add product FAQs, and keep it simple. If AI can’t render your content (looking at you, JavaScript), you’ll be invisible.Stay ahead: Watch for ads in ChatGPT and others soon. PR and industry news coverage are key to appearing in AI search answers—the time to act is now.Find the notes here: https://keepopt.com/295
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Iva Jovanovic is an SEO and content strategist working across a range of industries, and for brands big and small. She also speaks at events across Europe and is involved in organising many SEO and Tech events in Serbia.
In this episode, Iva breaks down the bad SEO practices that can seriously damage your rankings, traffic, and long-term growth — and how eCommerce brands can avoid them.
Dive in:
[05:05] "SEO Mistakes to Avoid"
[08:26] "Black Hat SEO: Link Farming"
[12:22] "Cloaking and Keyword Stuffing"
[16:30] Avoid Duplicate or Plagiarized Content
[20:08] AI vs Human Content Creation
[23:25] "Prioritize Key Pages in Menus"
[25:17] "Continuous SEO Is Essential"
[27:22] Insider Tips from Iva!
Bad SEO doesn’t just slow growth — it can wipe out your traffic
Shortcuts in SEO almost always backfire. Tactics like link farming, hidden links, or keyword stuffing can trigger penalties that are hard to recover from. Some sites see traffic disappear overnight after an update. For eCommerce brands, this means lost product visibility and fewer sales. Once trust is damaged, rebuilding rankings takes time, money, and patience. Clean, honest SEO is always cheaper in the long run.
Many SEO problems happen by accident, not intent
Some of the most damaging SEO mistakes are simple oversights. Sites are often launched with “noindex” settings still turned on. Location or category pages get copied with little change, creating duplicate content. Website structures become messy as new products and pages are added. Search engines struggle to understand what matters most. Regular technical checks can prevent months of lost traffic.
SEO is not a one-time project — it’s ongoing infrastructure
SEO works more like store maintenance than a campaign. You cannot “set it and forget it” and expect results to last. Brands that stop investing often see traffic fall six to seven months later. Search engines and AI tools reward sites that keep improving. For eCommerce teams, this means continuous optimisation of content, structure, and user experience. Consistency is what protects revenue over time.
Takeaways:
Want lasting SEO success? Iva Jovanovic says it’s never a one-time setup. SEO needs consistent attention, just like any relationship that matters for your brand’s future online.Linking your sites together in a sneaky way might feel clever, but Iva Jovanovic warns it can lead to long-term damage and a ranking crash. Build links that truly add value instead.Mistakes happen—even accidental ones like leaving your new site “noindexed.” Iva Jovanovic highlights that small tech slip-ups can quietly destroy your visibility. Double-check and stay curious!AI tools? Use them for inspiration, not as your voice. Iva Jovanovic reminds us quality content is always human at heart. Stand out by sharing your unique story and perspective.Culture in the digital world is about ongoing learning and curiosity. Iva Jovanovic encourages exploring, experimenting, and always looking to improve—both for yourself and your brand’s online presence.Find the notes here: https://keepopt.com/294
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Abhishek Chandra is the Chief Revenue Officer at GoKwik. Founded in 2020 their focus is on helping eCommerce brands unlock their growth by solving crucial challenges across the eCommerce funnel, including enabling success on WhatsApp.
Drawing on GoKwik’s experience across thousands of brands, Abhishek, who has also been on the eCommerce MasterPlan podcast, breaks down practical WhatsApp strategies that improve retention, reduce support friction, and increase long-term revenue.
Dive in:
[03:31] "Transforming eCommerce with WhatsApp"
[06:33] "WhatsApp Adoption Trends: East vs West"
[12:58] "Engaging Customers Through Personalization"
[14:26] "WhatsApp's Marketing Advantage Over Email"
[20:01] "Effective WhatsApp Engagement Strategies"
[21:39] "Gamified Reviews Boost ROI"
[27:36] "Campaign Automation for ROI Growth"
[29:04] "WhatsApp Marketing: Key Insights"
[30:38] Insider Tips from Abhishek!
[37:06] Episode sponsored by GoKwik. Find out more at https://keepopt.com/kwikengage
WhatsApp Works Best When You Focus on Customer Lifetime Value, Not One-Off Sales
WhatsApp is not just another acquisition channel. It shines when used to build long-term customer relationships. Many eCommerce brands lose 60–70% of customers after the first purchase. WhatsApp helps close that gap through ongoing, two-way conversations. It supports post-purchase education, product tips, and helpful check-ins. This kind of engagement increases trust and repeat buying over time.
Start With Abandoned Cart Recovery to Prove ROI Fast
Abandoned carts are the fastest win on WhatsApp. You already paid to get the shopper to your site. WhatsApp recovers over 20% of abandoned carts for many brands. This beats email and SMS by a wide margin. Start here to show value quickly before expanding into more advanced use cases.
WhatsApp Blends Marketing and Customer Service Into One Powerful Channel
WhatsApp removes the gap between marketing and support. Customers can track orders, ask questions, and get recommendations in one thread. This reduces friction and builds confidence, especially for first-time buyers. Brands often see fewer support tickets as a result. At the same time, these conversations unlock cross-sell, upsell, and review requests.
Takeaways:
WhatsApp marketing is more than just a trend—it's transforming how brands connect with customers. Personal conversations, instant feedback, and genuine engagement create real relationships that boost lifetime value.Asia’s WhatsApp adoption shows us the future: business and culture blend seamlessly. Western markets are just waking up—don’t wait to learn from global leaders. Success starts with curiosity and collaboration.On WhatsApp, the boundary between service and marketing disappears. A birthday wish, an assemble-your-table video, a review request—these moments make customers feel seen and heard. Culture thrives on authenticity; tech should amplify it.Customers don’t want another faceless brand. WhatsApp lets founders send direct video messages, gamify reviews, and even spotlight happy pets online. The magic of culture is connection—digital tools help us make it personal at scale.AI agents on WhatsApp are coming fast. Imagine instant support, assisted buying, and marketing—all in one chat. The brands that embrace tech while respecting human connection will set new standards for culture-led commerce.Find the notes here: https://keepopt.com/293
Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Alice Brown is the founder and narrative strategist at Seventh Wave Stories, where she helps brands connect to their customers throughout the customer journey.
In this episode, returning guest Alice shares how she’s using WhatsApp communities to uncover powerful customer insight, build trust, and shape better marketing decisions—without turning WhatsApp into a sales channel.
Dive in:
[06:32] "Validating Recovery and Performance Messaging"
[12:15] Building Engaged Communities on WhatsApp
[15:42] "Understanding Customers' Deep Motivations"
[20:52] "Successful WhatsApp Groups Explained"
[22:14] Founders' Motivation and Team Dynamics
[27:18] Successful WhatsApp Group Strategy
[29:48] Insider Tips from Alice!
A WhatsApp community only works if it is not a sales channel
WhatsApp groups fail when brands treat them like broadcasts. Customers do not join communities to be sold to. They join to learn, share, and feel understood. Trust grows when conversation flows both ways. Sales then happen naturally, not through pressure. For eCommerce brands, the real value comes from insight and loyalty, not instant revenue.
The right people matter more than the number of people
Small, curated groups outperform large, open communities. Engagement drops fast when members do not feel connected to each other. The most effective WhatsApp groups are built around shared motivations, not demographics. This means inviting customers who face similar problems and want to learn together. For eCommerce teams, this approach leads to better feedback, stronger relationships, and higher long-term value.
WhatsApp groups reveal customer insight you cannot get from surveys
Customers speak differently when they are relaxed and not being “researched.” In WhatsApp groups, language is more honest and emotional. This reveals real objections, motivations, and frustrations. That language is gold for product pages, ads, emails, and content. eCommerce brands that listen closely can replace guesswork with real customer voice.
Takeaways:
Building community in WhatsApp groups isn’t about numbers—it’s about creating genuine connections. If you want real engagement, focus on who you invite and curate spaces where people can learn from each other. Quality over quantity!Research calls are great, but WhatsApp groups offer ongoing, organic insights. When people feel comfortable and valued, their honest motivations emerge naturally. That’s where cultural gold lives—in everyday conversations.True community happens when members interact without constant moderation. If people celebrate, share struggles, and genuinely connect, culture thrives. It’s not a broadcast channel, it’s a space for real relationships.Group dynamics work best when built on shared aspirations—not just demographics. Bringing together people who can learn from each other creates vibrant, resilient culture. Find those overlaps to spark authentic engagement.Don’t treat WhatsApp groups as one-way sales channels. Give members room to express, encourage vulnerability, and facilitate learning. Reciprocal relationships set the stage for long-term brand loyalty and advocacy.Find the notes here: https://keepopt.com/292
Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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George Kapernaros is the CEO at YOCTO a world-class CRM agency for DTC brands, including being a Klaviyo Elite Partner. Working to increase profits and sales for brands like Better Me, Healf, and Miracare, and he’s also the host of the CEO After Dark podcast AND one of the 40-strong Klaviyo Partner Advisory Council.
In his return to the podcast, George breaks down a real WhatsApp marketing case study from Black Friday, sharing the exact strategy, setup, and results. He shares what worked, what surprised him, and what eCommerce brands can learn before testing WhatsApp themselves.
Dive in:
[05:59] "Targeted WhatsApp Consent Strategy"
[09:21] WhatsApp Outperforms Email Revenue
[12:47] Act Now: Novelty Won’t Last
[15:07] "Brands That Act Win"
[19:43] Insider Tips from George!
Start WhatsApp with existing customers, not new leads
The strongest results came from messaging people who already trusted the brand. The team did not use WhatsApp for acquisition. They only collected opt-ins from existing buyers and subscribers. This reduced risk and kept costs under control. It also meant messages felt expected, not intrusive. For eCommerce brands, this is the safest way to test a new channel.
WhatsApp can massively outperform email when used correctly
In this test, WhatsApp generated far more revenue per recipient than email. The list was much smaller, but engagement was dramatically higher. People open WhatsApp because it feels personal. There is no crowded inbox or promo tab to fight against. With clear offers and proper consent, WhatsApp can drive real sales. It should be treated as a revenue channel, not just a support tool.
Move fast while WhatsApp still has a novelty advantage
WhatsApp works so well right now because it is still new for marketing. Customers are curious and more willing to engage. That advantage will not last forever. Costs will rise as more brands enter the channel. Brands that test now will learn faster and win earlier. Waiting too long means missing easy gains and clear insights.
Takeaways:
WhatsApp isn’t just for chatting with friends—brands are seeing jaw-dropping results when building direct, consent-based campaigns. The brands that test new channels now get ahead before the rest of the market catches on.Real-world WhatsApp marketing: one brand earned 9x more revenue per recipient on WhatsApp than email, simply by starting small with their loyal customers. Sometimes “less is more” isn’t just a saying—it’s a business strategy.The key to new platforms? Move quickly and don’t overthink. As George Caponaros shared, being an early adopter meant gaining insights and results competitors will be chasing for months.Consent matters more than ever. You can’t just start messaging everyone—true permission is central to success and crucial for customer trust. Start with audiences who already believe in your brand.The WhatsApp “novelty effect” won’t last forever. Now’s the perfect window to experiment, learn what works, and build your next community before your competitors even start.Find the notes here: https://keepopt.com/291
Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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Rich Evans is the founder and reluctant managing director at Get Better an agency focused on building personalised email marketing that helps their clients reach their full growth potential. Clients include Absolute Collagen, Myomaster, and Pott Candles.
Rich is back on the podcast to explore WhatsApp marketing for eCommerce, sharing the biggest mistakes brands must avoid and how to use the channel in a way customers actually welcome.
Dive in:
[05:34] "WhatsApp Marketing Mistakes Overview"
[06:40] "WhatsApp: Broadcast vs. Conversation"
[12:38] "Address Change via WhatsApp"
[15:58] Questionable SMS to WhatsApp Strategy
[19:06] "Training AI Agents Effectively"
[21:32] AI Trust and Data Concerns
[24:42] Meta, Ownership, and WhatsApp Consent
[27:39] Insider Tips from Rich!
Avoid These 8 WhatsApp Marketing Mistakes
WhatsApp is not just another messaging channel. It requires a different mindset and operating model. The episode outlines eight common mistakes that can quickly damage trust, performance, and even your Meta account. Avoiding these mistakes is the foundation of success on WhatsApp. Get these wrong and the channel will fail before it starts.
The 8 mistakes to avoid:
Treating WhatsApp like a broadcast channelForgetting it is a two-way, conversational platformFailing to align marketing and customer serviceStarting with sales messages instead of service messagesMisunderstanding or stretching consentUsing WhatsApp like email or SMS instead of giving it a clear roleLaunching without AI or automation to handle repliesIgnoring that WhatsApp is owned and governed by MetaWhatsApp Works Best as a Service-First Channel
WhatsApp performs best when it starts with service, not promotion. Customers see WhatsApp as personal and high trust. That means they expect help, fast answers, and real conversation. Transactional messages and support interactions build confidence first. Only after that trust is earned should marketing messages appear. For eCommerce brands, this turns WhatsApp into a powerful conversion and retention tool.
Scale WhatsApp with AI, but Keep Humans Close
WhatsApp conversations move fast and customers expect quick replies. Human-only teams cannot scale this efficiently. AI agents are essential for handling volume, common questions, and out-of-hours support. But AI must be trained carefully on products, tone of voice, and policies. There must always be a clear path to a human when needed. Brands that balance automation and human support will win on WhatsApp.
Takeaways:
WhatsApp is more than a channel—it's a sacred space for personal connections. Brands must earn trust before entering. Never treat it like just another inbox for promos, but as a place for true conversations.Don't blast messages on WhatsApp. People crave dialogue, not broadcasts. Start with service, answer questions, and create space for real engagement. That’s how trust—and loyalty—are built.The future of customer care is blending service with marketing. WhatsApp lets brands offer instant support and build community. It’s where quick answers and genuine care drive the business forward.Respect consent when using WhatsApp for marketing. Not everyone wants messages—be cautious, clear, and customer-focused. Remember: building trust always wins over quick hacks.As we bring AI agents to WhatsApp, stay real. Train bots to talk like you, but plan for human backup. Great culture happens when tech is smart—but the heart stays human.Find the notes here: https://keepopt.com/290
Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage
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Luca Borreani is the CMO and Co-founder of ZipChat AI, who are helping eCommerce brands embrace Agentic Commerce.
In this episode, Luca shares how eCommerce brands are using WhatsApp and AI to recover lost revenue, turn abandoned carts into conversations, and scale customer engagement without adding pressure to support teams.
Dive in:
[07:07] "Optimizing Abandoned Cart Conversations"
[08:58] "Conversational Abandoned Cart Strategy"
[13:39] WhatsApp Newsletter Strategy Insights
[15:27] Personalized Customer Engagement Strategies
[19:10] "AI Success Requires Structured Content"
[21:59] Insider Tips from Luca!
Treat WhatsApp as a conversation, not a campaign
WhatsApp works because it feels personal. Customers use it to talk to people they trust. That means brands must stop treating it like email or SMS. The best results come from starting a conversation, not pushing a discount. Asking why someone abandoned a cart opens the door to engagement. This approach drives higher replies and stronger conversions.
Use AI to scale revenue recovery without adding workload
WhatsApp generates fast replies and high response rates. That quickly becomes impossible to manage manually. AI allows brands to handle hundreds of conversations at once without delays. It can answer questions, handle objections, and offer incentives safely. This makes revenue recovery scalable without overwhelming customer service teams.
Your website data determines how well WhatsApp AI performs
AI is only as good as the information it learns from. Clear product pages, pricing, and FAQs are essential. Well-structured content helps AI respond accurately and stay on brand. Poor content leads to weak conversations and missed sales. For eCommerce teams, fixing site content is a revenue lever, not just a UX task.
Takeaways:
WhatsApp is more than just a messaging app—it's how modern brands build real, one-on-one customer relationships. Treat it as personal as you would a text from family and your conversions will soar.Don't treat WhatsApp like email. People expect authenticity and conversation, not cold marketing messages. A genuine "How can we help?" goes much further than "Here's 20% off".The secret to revenue recovery isn't discounts—it's listening. When you ask shoppers why they abandoned their cart, you get insight and loyalty, not just transactions.AI-powered conversations can feel natural and human, but only if you give the AI rich information. "Garbage in, garbage out." Your brand voice and data matter.Feedback is gold. The best brands use AI to analyze chat conversations, spot pain points, and adapt quickly—turning abandoned carts into loyal fans.Find the notes here: https://keepopt.com/289
Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage
****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor
Advertising Inquiries: https://redcircle.com/brands
Privacy & Opt-Out: https://redcircle.com/privacy - Vis mere
