I’ve spent years testing small nudges across checkout flows, and one truth keeps surfacing: the right combination of urgency and personalized shipping can shave off huge chunks of cart abandonment. In some experiments I ran with e-commerce clients, we saw improvements in checkout conversion rates...
I run small, tightly controlled influencer experiments all the time. When I tell people I can...
I’ve been in the trenches of paid social long enough to know panic spreads faster than a bad...
I’ve spent years testing jackets, mid-layers and sleeping systems on long hikes and quick...
When I need to know quickly which TikTok creative hook will actually drive scalable results, I run...
I’ve tested countless signup flows over the years, but one approach using zero party data...
When I first set out to improve organic traffic for a handful of Shopify stores I managed, I...
I’ve spent years testing jackets, mid-layers and sleeping systems on long hikes and quick overnight climbs, and one concept keeps coming up as the true north for staying warm without carrying unnecessary bulk: isolation thermique des vêtements outdoor. Understanding thermal insulation — and how the R-value concept maps from sleeping pads to clothing — has helped me choose gear that works...
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When I need to know quickly which TikTok creative hook will actually drive scalable results, I run a fast, focused experiment: five hooks in 48 hours. It’s intense, but it’s the most reliable shortcut I’ve found to predict what will work at scale without burning through a massive budget or weeks of guesswork. Below I’ll walk you through the exact process I follow—from creative briefs to...
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I’ve tested countless signup flows over the years, but one approach using zero party data consistently delivered a near-doubling in email conversions for multiple clients. Zero party data — the information customers intentionally share with you — is powerful because it’s accurate, permission-based, and builds trust from the first interaction. Below I walk you through the exact flow I use,...
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When I first set out to improve organic traffic for a handful of Shopify stores I managed, I assumed the usual levers: build links, push content, hope for ranking bumps. What surprised me was how much untapped value lived on the product pages themselves. By reworking page structure, content, and technical signals, I doubled organic traffic to many product pages without acquiring a single extra...
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I’ve seen this pattern again and again: a sudden surge in sales after a discount campaign, followed by an equally sudden spike in subscription churn. It looks great on the surface — conversion rates up, acquisition costs down — until you pull up retention curves and realise most of those customers leave within a month. If you’re running a subscription business, you’ve probably asked...
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As someone who spends a lot of time planning, writing and advising on practical content, I’ve come to appreciate that the best guides mix hard data with lived experience. When it comes to preventing dehydration on the trail, sels de réhydratation pour les randonneurs—oral rehydration salts (ORS)—deserve a central place in every pack. In this article I’ll walk you through what they are,...
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When I started leaning into micro influencer programs, I quickly realized that talent and reach alone don’t guarantee predictable results. What does create consistency at scale is a tight, repeatable creative brief format that balances structure with creative freedom. Below I share the exact brief structure I use at Marketing News and with clients—even when running hundreds of micro creator...
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When I set out to double email conversion within a month, I didn’t rely on guesswork—I focused on building a zero-party data signup flow that treated subscribers as collaborators rather than targets. Zero-party data (the information customers intentionally and proactively share with you) is the most powerful asset for personalization and consent-based marketing. In this article, I’ll walk...
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When I audit boutique Shopify stores, one of the fastest ways I find to lift average order value (AOV) is often hiding in plain sight: onsite search. Many boutique owners focus on ads, email or product pages, but a well-tuned search can turn intent into larger carts. Below I share the specific tweaks I use with clients and in my own experiments to increase AOV on Shopify — with practical...
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When I first started experimenting with short-form video on TikTok, I treated each creative like a one-off ad: try something, wait for results, then pause or scale. That approach worked for short bursts, but it didn’t help me predict long-term ROI. Over time I shifted to a method I now call stacked short-form creatives — a deliberate, layered approach where multiple short videos interact over...
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