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...
Aug 03, 2026
• by Élise Martin
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I get asked all the time: which micro-influencer metrics on TikTok actually translate into sales for direct-to-consumer (DTC) brands? After testing campaigns, analyzing attribution data and working with founders who need clear ROI, I’ve distilled the signals that matter. This article walks you through the metrics I use to vet creators, what they truly predict, and the practical ways I measure...
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I’ve always believed that the moments after you pick up a new bike are as crucial as the ride itself. How you treat a fresh engine in its first few hundred (or thousand) kilometers determines its longevity, performance and the kind of relationship you’ll have with the machine. In this article I share practical, experience-driven conseils pour roder correctement son moteur neuf, explain why...
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SGE (Search Generative Experience) is changing how people search — and it’s opening up a new playground for keyword discovery. Over the last months I’ve been experimenting with SGE outputs, tracking shifts in SERP behavior, and adapting my SEO workflows. What I want to share here are practical, hands-on ways I use SGE signals to uncover untapped keyword opportunities that traditional...
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I hate waking up to a campaign dashboard that looks like it’s spiralling. I’ve been there — the ROAS drops below break-even, stakeholders are asking questions, and you’ve got seven days to fix it before budgets get cut. Over the years I’ve learned that panic makes things worse. What helps is a focused, methodical approach that balances quick wins with deeper fixes. Here’s how I would...
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I want to unpack a topic that’s become unexpectedly relevant to marketers, facility managers, and homeowners alike: the consommation réelle dun purificateur chauffant. As someone who follows trends and interprets data for readers, I find that devices like the Dyson Pure Hot + Cool straddle multiple conversations: air quality, comfort, smart-home automation, and—crucially—energy...
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When I audit niche marketplace product pages, the question I get most often is: “What single on-page tweak will move the needle the most?” Over the years I’ve run tests across vertical marketplaces—from handcrafted goods to industrial parts—and one clear winner keeps surfacing. It’s not a magic meta tag or a stealthy technical trick. The biggest immediate ranking jump comes from...
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I remember the first time I audited a subscription box's email flows under a tight deadline: churn was creeping up, and the CEO wanted answers fast. Forty-eight hours felt impossible—until I broke the task into focused, high-impact steps. In that short window, we found three small tweaks that reduced churn by 7% within a month. If you're running or consulting for a subscription box business,...
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I often get asked how small e-commerce brands can grow organic traffic without spending money on ads. Over the years, I’ve found that one of the most underrated levers is mastering Shopify metas — the meta title, meta description, meta tags, structured data, and related on-page settings that tell search engines (and humans) what your pages are about. When you tune these elements deliberately,...
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I spend a lot of time testing ad formats on TikTok for fashion clients, trying to answer a deceptively simple question: Which creative format actually increases add-to-cart rates? Over the past year, I've run dozens of experiments across boutiques, DTC brands, and marketplaces. What I’ve learned is that there's no single magic format, but there is a specific creative approach—rooted in...
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I’ve spent years testing creatives across channels, and TikTok has taught me one thing: what looks great on paper often fizzles in the feed. To avoid pouring ad budgets into videos that won’t scale, I rely on a simple, repeatable 3-metric preflight test that predicts which TikTok creatives will scale before I commit larger budgets. Below I explain the test, how I run it, the thresholds I use,...
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