Keep Optimising

Hosted by Chloe Thomas

Business Marketing Entrepreneurship EducationInterviews guests

Episodes

Language

About the show

For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads. In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. And then we take a week off to give you time to IMPLEMENT. - Current Mini-Series = CRO - Next Mini-Series = Google Ads - Last Mini-Series = Email Marketing Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday. Each episode lasts about 30-45 minutes and is audio only. I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan.

Listen to episodes

60 recent

33 min

CRO: 5 Mistakes Quietly Killing Your eCommerce Conversion Rate with Ashu Dubey, Alhena AI

Ashu Dubey is CEO of Alhena AI, where they’re focused on reshaping the future of online shopping through AI innovation from AI Search engines through to every customer interaction. Clients include Victoria Beckham, dryrobe, Crocus, and Unilever Prestige. In this episode, Ashu joins Chloe to break down the five conversion mistakes quietly costing eCommerce brands sales, from confusing product pages to underused AI tools. He shares practical fixes you can implement quickly to improve conversions, create a better shopping experience, and turn more visitors into buyers. Dive in: [05:10] AI personal shopping agents [09:32] Designing Clear Website CTAs [12:11] Improving chatbot engagement [16:25] AI nudges for indecisive shoppers [18:45] Improving social interaction in shopping [20:57] Educating users on AI capabilities [23:55] Insider Tips from Ashu! [29:56] Episode sponsored by Alhena AI. Head to Alhena.ai https://alhena.ai/ to book a demo. 1. Making every CTA scream Many eCommerce sites add too many bright buttons and promotional messages to the product page. These extra calls to action compete with the Add to Cart button. Shoppers get distracted and stop moving toward purchase. Ashu’s advice is simple: give each page one clear primary action. Every other button, banner, or tool should support that action, not fight with it. 2. Hiding your best sales associate in a chat bubble Brands often invest in powerful AI tools and then hide them in a small chat icon. Most shoppers only use chat bubbles for support questions after a purchase. They rarely think to use them for product discovery. Ashu recommends placing AI prompts directly on product and category pages. Make help visible where shoppers are already making decisions. 3. Assuming shoppers know what they want Filters and product grids work for confident buyers, but many visitors arrive unsure of what to choose. A good store associate asks questions and narrows the options. Ashu believes your website should do the same. Use AI or guided prompts to ask a few simple questions and recommend the best products. This reduces choice overload and helps shoppers buy faster. 4. Forgetting that shopping is social Shopping is often a social activity, but most online stores treat it as a solo task. Customers want feedback from friends and family before they buy. Ashu suggests making products, outfits, and recommendations easy to share. A simple sharing flow can keep shoppers engaged with your site instead of sending them elsewhere. More social interaction can lead to more carts and more completed checkouts. 5. Assuming shoppers know what modern AI can do Modern retail AI can recommend shades, build routines, suggest outfits, and answer complex product questions. Most customers do not know these features exist unless you tell them. Ashu says brands must actively explain AI capabilities within the shopping journey. Use clear prompts such as “Find my shade” or “Build my skincare routine.” When shoppers understand the value, they are far more likely to use the tool and convert. Takeaways: Shopping has always been social. Think friends, family, conversation. Why settle for a sterile online experience? Make your ecommerce journey more interactive, and watch both joy and conversions soar. Hiding your AI assistant behind a bland chat bubble? Don’t! Put helpful, proactive tools front and center on your site. The best tech deserves a stage, not a corner. Don’t assume customers know what they want. Online needs the same gentle guidance as in-store. Smart nudges and product suggestions rooted in real needs make shoppers feel understood. Too many flashy CTAs? Simplify. Clarity creates confidence. When your site is clear and focused, customers can glide to checkout without distraction and love you for it. AI is ready to do more than answer 'where’s my order?' Let shoppers know everything it can do: from finding a shade to styling a look. Educate, and your new tech becomes their favorite helper. Find the notes here: https://keepopt.com/315 **** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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

32 min

CRO: Fix Your Trust Gaps to Increase Conversions with Rebecca Boyle, Lissah & Boyle

Rebecca Boyle is a brand strategist and fractional CMO at Lissah & Boyle. In this episode, Rebecca explains how identifying and fixing trust gaps can dramatically improve your conversion rate. From creating a distinctive brand voice to using stronger social proof and customer research, she shares practical ways to build confidence and turn more visitors into customers. Dive in: [06:09] Using visuals for credibility [09:42] Using a consistent brand voice [13:28] Understanding Unique Selling Points [17:09] Improving product testimonials and guarantees [20:13] Connecting Emotion to Product Benefits [22:09] Understanding Ideal Customer Profiles [25:49] Insider Tips from Rebecca! Trust is built long before the checkout Many brands think about trust only at checkout. Rebecca explains that trust starts much earlier. Every touchpoint matters, from your social posts to your homepage and product pages. Small signals like clear messaging, testimonials, guarantees, and consistent branding all help customers feel confident. When shoppers trust your business at every stage, they are more likely to buy and less likely to compare you with competitors. Differentiate your brand, not just your products If your products are similar to everyone else's, your brand needs to stand out. Rebecca encourages businesses to focus on what makes them genuinely different. That could be your customer service, your personality, your expertise, or the experience you provide. Then make that difference visible in every piece of copy you write. A consistent brand voice helps customers remember you and gives them a reason to choose you over another store selling similar products. Write for your customer, not your product Product features are important, but they rarely close the sale on their own. Customers want to know how a product solves their problem or improves their life. Rebecca recommends talking to customers, reading reviews, and using forums like Reddit to understand the language they use. That research helps you write copy that feels relevant and relatable. The better you understand your audience, the easier it becomes to create product pages that convert. Takeaways: Consistent branding doesn't just attract customers; it helps recruit top talent. When your reputation stands out, people gravitate toward you, inside and outside your business. How are you building that recognition into your culture? Differentiation isn't about being extraordinary. Sometimes, it's the small, authentic touches—amazing service, humor, true care—that make your brand memorable and trusted in a crowded marketplace. Real trust comes from specifics. Generic testimonials and vague guarantees trigger doubt. Give tangible examples, clear promises, and authentic stories to bridge the trust gap with your audience. To connect deeply, speak your customer's language. Research their hobbies, pain points, and daily routines, and tailor your messaging as if writing to a friend, not a faceless buyer. True relevance builds loyalty. In a world flooded by AI and automation, human connection is your advantage. Let your authenticity and personality shine in every interaction. The future belongs to brands that feel real. Find the notes here: https://keepopt.com/314 **** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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

45 min

Email: Improve Deliverability with a Smarter Lifecycle Strategy with Chintan Doshi, Mavlers

Chintan Doshi is Senior Director of Marketing Automation at Mavlers, a global email marketing and CRM agency with over 700 people across 52 countries. Day to day he works across multiple platforms including Salesforce Marketing Cloud, Braze, Klaviyo, and HubSpot, driving performance for global clients. In this episode, Chintan explains why email deliverability is the result of a strong lifecycle strategy—not just technical setup. He shares practical advice on building customer trust, maintaining list health, and measuring the metrics that really drive long-term email performance. Dive in: [08:24] Impact of Email Deliverability Issues [12:23] Building Email Inbox Trust [15:11] Focusing on customer behavior signals [18:47] Focusing on meaningful email metrics [19:52] Analyzing email marketing metrics [23:38] Email marketing frequency and list hygiene [28:46] Importance of channel-specific consent [32:15] Improving email engagement strategy [33:35] Insider Tips from Chintan! Episode sponsored by Mavlers. Book a meeting with the Mavlers team at https://www.mavlers.com/ Treat Deliverability as a Business Strategy, Not a Technical Problem Many brands think email deliverability is just about authentication and inbox placement. Chintan argues that it starts much earlier. It comes from sending relevant content to people who actually want to receive it. When subscribers engage with your emails, inbox providers reward your sender reputation. Better deliverability leads to more opens, more clicks, and ultimately more revenue. Prioritize a Healthy Email List Over a Bigger One A large email list is not always an advantage. Chintan recommends focusing on engaged subscribers instead of trying to email everyone. Make it easy for people to unsubscribe if they no longer want your emails. Regularly remove inactive contacts and run win-back campaigns before sunsetting them. A smaller, healthier list will outperform a large database filled with disengaged subscribers. Measure Business Results, Not Vanity Metrics Open rates are no longer the best way to judge email performance. Privacy changes have made them much less reliable. Instead, Chintan recommends tracking metrics like clicks, purchases, website activity, customer retention, and revenue per recipient. These metrics show how email contributes to real business growth. They also help you make smarter decisions about your lifecycle strategy and future campaigns. Takeaways: Email marketing success isn’t just about flashy campaigns; it’s about building trust. When subscribers feel valued and engaged, deliverability and revenue follow naturally. Focus on customer experience, not just the numbers. Let unsubscribers go! Forcing engagement hurts reputation long-term. Easy exits show respect, keeping your list (and brand) healthy. Quality beats quantity always. Privacy changes mean open rates are vanity metrics now. Actions—clicks, purchases, real engagement—are the new gold. Optimize for what your subscribers actually do, not just what they see. A governance model in email isn’t boring; it’s essential. Clear ownership, frequency caps, and regular list hygiene protect both your brand and your customers. Proactivity wins over panic. Before automating everything, nail your fundamentals: proper authentication, genuine consent, and transparent data practices. The boring stuff builds the foundation for creative, sustainable growth. Find the notes here: https://keepopt.com/313 Try Klaviyo for free >>> https://keepopt.com/klaviyo **** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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

25 min

Email: Clean Your Email List to Improve Deliverability and Engagement with Nina De la Cruz, Getsitecontrol

Nina De la Cruz is one of the team at Getsitecontrol, an on-site engagement and email marketing platform used by 1,000s of eCommerce brands worldwide. If your email performance has started to slip, your list could be the culprit. Nina reveals how better list hygiene can improve engagement, strengthen deliverability, and help you get more value from every email you send. Dive in: [04:51] Importance of cleaning email lists [07:05] Email list cleaning steps [11:48] Email list cleaning strategies [14:44] Evaluating aggressive list growth strategies [18:17] Insider Tips from Nina! Treat Your Email List as an Asset, Not a Vanity Metric Many brands focus on growing their email list as quickly as possible. Nina argues that list quality matters more than list size. A large list filled with inactive or disposable addresses will hurt your results. It can reduce engagement rates and damage your sender reputation. eCommerce brands should focus on attracting subscribers who genuinely want to hear from them and are likely to become customers. Clean Your List Before Problems Affect Deliverability Email list cleaning should happen before deliverability issues appear. Nina highlights three key moments to review list quality: during platform migrations, after aggressive list-building campaigns, and before re-engagement sends. These activities often introduce low-quality or inactive contacts into your database. Sending to those contacts can trigger spam filters and lower inbox placement rates. Regular list cleaning helps ensure your best customers continue receiving your emails. Use Engagement Data to Protect Future Performance Mailbox providers are paying more attention to how subscribers interact with your emails. If too many people ignore your messages, future campaigns may struggle to reach the inbox. That makes subscriber engagement a critical metric for every eCommerce marketer. Nina recommends automating re-engagement campaigns and removing contacts who no longer interact with your brand. A smaller but highly engaged audience will often generate better results than a much larger inactive list. Takeaways: Rethink your email list: it’s not just a number, it’s an audience you’re responsible for. Focus on building genuine relationships, not just growing for growth’s sake. Real engagement beats noise every time. Email deliverability isn’t just technical; marketers have more control than they think. Cleaning your list regularly helps boost reputation and ensures your messages reach actual people, not empty inboxes. Removing disengaged and invalid contacts is crucial. Don’t pay for contacts who don’t care, and protect your sender reputation by keeping your list healthy. Quality over quantity wins in the inbox. Big campaigns? Always clean your list. Whether you’re migrating to a new platform, running giveaways, or reactivating dormant lists, start with quality data so you don’t damage your sender reputation. Automate your list hygiene: use double opt-in, re-engagement campaigns, and quality checkers. The cleaner your data, the better your results, and the truer your email stats and campaign insights. Find the notes here: https://keepopt.com/312 Try Klaviyo for free >>> https://keepopt.com/klaviyo **** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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

32 min

Email: 4 Ways to Improve Your Popups with Taras Talimonchuk, Claspo

Taras Talimonchuk is the CMO at Claspo, experts in popups for both email sign ups and CRO. As well as providing excellent popup software (we use it ourselves on the Keep Optimising and other websites!) they also do a TON of research into what’s working. If your popup strategy begins and ends with "10% off for your email address," this episode will give you a lot to think about. Taras reveals how leading brands are using segmentation, personalization, and gamification to turn more website visitors into loyal subscribers and customers. Dive in: [06:20] Identifying buyer journey stages [08:13] Tailored customer pop-up strategies [10:49] Optimizing pop-up marketing tactics [14:45] Implementing Spam Prevention Checks [17:44] Testing email gate strategies [23:01] Cart recovery strategies [25:06] Discussing popup strategies [25:36] Insider Tips from Taras! 1 - Improve How You Deploy Your Popups Most brands still show the same popup to every visitor. Taras argues that this approach leaves money on the table. Instead, tailor your popups based on who the visitor is, where they came from, and where they are in their buying journey. A first-time visitor from Google may need education or a quiz, while a returning visitor may respond better to an offer. The more relevant the popup, the more likely it is to convert the right people into subscribers and customers. 2 - Focus on Data Quality, Not Just List Growth A bigger email list is not always a better email list. Bots and fake signups can damage your sender reputation and hurt deliverability. That means your emails may stop reaching genuine customers. Taras recommends validating email addresses before they enter your ESP and regularly reviewing signup quality. Clean data leads to better engagement, better deliverability, and more revenue from email marketing. 3 - Use Gamification the Right Way Gamified popups can drive excellent results when they are simple and fair. Many brands make the mistake of hiding rewards behind an email gate or creating games that feel rigged. Instead, let visitors play first and reveal the reward before asking for an email address. This creates trust and improves the overall experience. Make sure the game fits your brand and feels like a natural part of the customer journey. 4 - Personalize the Popup Experience Personalization should start before someone joins your email list. Taras shared examples such as showing cart contents in an exit popup or tailoring popup copy to the keyword that brought the visitor to your site. These small touches make the experience feel more relevant and helpful. Visitors are more likely to engage when the message matches their intent. Better relevance usually leads to higher conversion rates and stronger long-term customer value. Takeaways: Pop ups aren’t just tools for quick wins. Rethink them as the first step in building lasting customer relationships, not just collecting email addresses for a single blast. Start with connection, not the discount. Why offer the same pop up to everyone? Personalized triggers—based on journey, source, and behavior—are key. One size does not fit all in a world of nuanced online experiences. Beware the “discount hunter” list. Taras highlights the power of attracting subscribers genuinely interested in your brand journey, not just one-off deals. Loyalty starts at first contact. Gamification works when it’s fair and fun. Avoid games that feel rigged. Reward honestly and let them play first, then ask for emails. Trust is everything in digital experiences. Data hygiene matters. Pop ups can attract bots, polluting your email base. Filtering for quality leads protects your brand’s reputation and improves results. Think clean from the start. Find the notes here: https://keepopt.com/311 Try Klaviyo for free >>> https://keepopt.com/klaviyo **** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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

37 min

Email: How to Build a B2B eCommerce Email Strategy That Drives More Sales with Kyler Nixon, Forward Studios

Kyler Nixon is the co-founder of Forward Studios, and host of the Darn Good Distributors podcast. And he’s all about B2B eCommerce. Especially how to use email marketing to grow B2B eCommerce sales. From intent-based segmentation and plain-text campaigns to smarter abandoned cart flows and email deliverability, Kyler shares a refreshingly simple approach to B2B eCommerce email marketing. If you're selling to businesses, there's plenty here to help you generate more revenue from email. Dive in: [06:25] Working with distributors online [11:46] Segmenting for purchase readiness [13:53] Identifying High-Intent Customers [18:21] B2B sales strategies without discounts [19:17] Challenges in B2B marketing [22:48] Engaging email marketing results [27:03] Insider Tips from Kyler! Segment Customers by Buying Intent, Not Email Engagement One of Kyler's biggest lessons is that B2B buyers should be segmented based on buying intent rather than email engagement. A customer who opens every email is not necessarily ready to place an order. Instead, look for signals like product views, quote requests, repeat visits, or items added to a cart. These actions tell you who is actively in the market. For eCommerce brands, this means sending more sales-focused emails to high-intent customers while nurturing everyone else until they are ready to buy. Simple Emails Often Outperform Beautiful Ones Many eCommerce teams spend hours designing complex email campaigns. Kyler argues that B2B buyers want something much simpler. His best-performing emails are often plain text, under 100 words, and contain just one link. Busy buyers do not want to scroll through a digital catalogue. They want a clear message that helps them solve a problem or place an order quickly. Even DTC brands can learn from this by testing simpler emails that focus on action rather than design. Stop Relying on Discounts to Drive Sales Discounts are a common tool in eCommerce, but Kyler believes they are often less effective in B2B. Business buyers care more about convenience, speed, availability, and reliability than saving a small percentage on an order. Instead of offering discounts, highlight the benefits that make buying easier. This could be fast shipping, expert support, in-stock products, or flexible payment terms. The lesson for eCommerce operators is clear: focus your marketing on the value you provide, not just the price you charge. Takeaways: B2B email marketing isn’t about flashy designs. It’s about real, human connections. Authentic, text-based emails, sent at the right moment, build trust and keep your brand top of mind where it matters most. Instead of blasting everyone, segment your B2B email list by buyer intent. Engaged now? Get targeted info. Not ready to buy? Value and nurture them. Culture thrives when you respect where people are on their journey. Ditch the discount culture in B2B. True value is in speed, expertise, and relationship—not a coupon code. The most loyal customers remember how you help their business, not the last promo you sent. Business buyers are people, too. Every email is H2H: human to human. Prioritize relevant, concise messages that speak directly to their needs, not corporate jargon or mass mailouts. The future of email is more human, not more AI. As spam filters tighten, the emails that will stand out aren’t the most automated; they’re the most personal and genuinely helpful. Find the notes here: https://keepopt.com/310 Try Klaviyo for free >>> https://keepopt.com/klaviyo **** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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

29 min

Email: How to Find Endless Newsletter Content Ideas with Kate Hammond, Sunbeam Marketing

Kate Hammond has been delivering CRM strategies in global markets since 2009. Specialising in DTC growth, mainly on Klaviyo and Ometria, via her agency Sunbeam Marketing she helps brands like Rani & Co, Noble Panacea, and Saira to build out their email marketing driving loyalty and retention. Tune in to discover Kate's framework for generating endless newsletter ideas, creating more relevant email content, and building stronger customer relationships. Plus, she shares her advice on email frequency, content planning, and the role of automated flows in driving revenue. Dive in: [04:35] Startup experience and strategic growth [08:40] Shifting mindset to customer needs [12:32] Highlighting product uniqueness [15:48] Analyzing seasonal market trends [18:57] Nurturing email lists effectively [21:50] Insider Tips from Kate! Stop Thinking About What You Sell and Start Thinking About Why Customers Buy One of Kate's biggest lessons is that great email content starts with customer motivation. Many brands focus their newsletters on products, categories, and promotions. But customers care more about the problems those products solve. Instead of sending an email about dresses, send one about wedding season, holiday packing, or finding an outfit for a special event. When you focus on why people buy, you unlock far more content ideas and create emails that feel more relevant and useful. Build Your Newsletter Strategy Around Content Buckets When you're struggling for ideas, having a content framework makes planning much easier. Kate recommends creating content buckets such as educational content, seasonal topics, brand stories, product spotlights, customer reviews, and promotional campaigns. This approach helps you avoid sending the same type of email over and over again. It also creates a more balanced experience for subscribers. For eCommerce brands with a small product range, content buckets are a simple way to keep newsletters fresh without constantly launching new products. Focus on Quality and Relevance, Not Email Volume There is no perfect number of emails to send each week. The right frequency depends on how your audience responds and what your team can realistically produce. Kate advises brands to monitor engagement, clicks, website visits, and unsubscribe rates rather than following industry benchmarks. Sending more emails only works if the content remains valuable and well executed. For most eCommerce teams, a smaller number of high-quality emails will outperform a larger number of rushed campaigns. Takeaways: Struggling for email content? Shift from "what we sell" to "why customers buy." Focus on solving their problems and you’ll unlock stories that resonate and connect deeply. Don’t let a small SKU list stop you. Mix up your emails: educational tips, founder stories, seasonal content, and customer spotlights keep your brand fresh and engaging. Speak to your customers often—surveys and calls reveal the real reasons they buy. Let their stories inspire your next great campaign and stand out from the crowd. Quality over quantity: send emails as long as subscribers engage, but don’t burn out your team. Refresh your email mix, test themes, and let results guide your cadence. Email is just one touchpoint—sync your messaging across social, SMS, and even packaging for a seamless brand experience your customers remember. Find the notes here: https://keepopt.com/309 Try Klaviyo for free >>> https://keepopt.com/klaviyo **** Get all the links and resources we mention & join our email list at https://keepopt.com Love 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

45 min

Meta Ads: 6 Creative Myths Busted with Aggie Meroni, White Bee Digital

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.com Love 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

36 min

Meta Ads: Drive More Sales Using Partnership Ads with Christina Bell, Webtopia

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.com Love 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

34 min

Meta Ads: Optimising Hook Rates for Higher ROAS with Komal Singh & Prudhvi Raj, 4XDigital AI

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.com Love 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