Increasing Online Store Traffic

I have always believed if you nail one acquisition channel well, it is enough to scale in the first 1-2 years. And that will most often always be Meta as true incremental demand gen happens here Our entire growth in mixer grinders in the last 7-8 months ( from 0 to about 4 crs/month) have come only executing Meta ads ruthlessly The broad goal for us has been to pass on enough signals back to Meta so that Meta can continuously reach out to new relevant in-market audiences. And then have extremely strong creatives that ensures hook rate, hold rate and video views are high so that the in market audience also gets to understand the product USPs Two things that helped here which you can also implement today itself in your campaigns 1. Smart Exclusions from prospecting campaigns- brings highest incremental sales and relevant reach While custom audiences (e.g. video viewers, website visitors, past purchasers etc) are typically used for retargeting, you use them as exclusions in your prospecting campaigns. This ensures your budget isn’t wasted on people already in your funnel and forces Meta’s algorithm to seek fresh, in-market prospects. For example: Exclude recent website visitors (e.g., last 30 days) and past buyers to focus solely on new users who resemble your converters but haven’t yet engaged. This sharpens Meta’s machine learning to prioritize users showing intent without prior brand exposure, increasing the likelihood of reaching active seekers. Significantly helps in increasing new relevant reach 2. First Party Data for Algorithmic Training Wheels Instead of optimizing solely for purchases on the website ( the number of conversions on the website can be limited), pair the website conversions with the Conversions API to feed precise, first-party data back to Meta, enhancing audience modeling even with limited pixel signals due to privacy changes. This data can come from your CRM data, Amazon data etc. In our case, we get most of the first party data as buyers register their warranty for 1 year additional warranty With additional buyer data, the campaigns come out of learning way faster Try doing both of the above things. Your campaigns will scale profitably as well as bring incremental sales and reach

70% of business owners find it hard to boost their conversion rate beyond a certain number. Most have tried: - improving their copy - improving their product images - different offers and FOMO strategies Yet they struggle to move the conversion needle. That's when I suggest looking at something more fundamental. The information hierarchy. It's the order in which you arrange content. The most important, relevant information/sections being shown first. Ignoring information hierarchy can make your users feel confused, uninformed, or even miss crucial steps. Ultimately making them bounce or not convert. In this example, using daily objects product page, I've implemented changes that can increase the conversion rate by improving the information hierarchy. Below are the 6 changes I recommend a/b testing - 1. Adding an announcement bar highlighting a sale, an offer you're running, or your free shipping threshold. 2. Moving the product name, reviews, and price above the image. This way, the space b/w the image and add-to-cart is reduced. Making it appear closer than it is. 3. Adding image thumbnails. This is critical if your images contain information like product features. 4. Showing product benefits before the add-to-cart CTA in an easy-to-consume format (like bullet points). 5. Optimizing the area around the add-to-cart by highlighting the shipping and return policies. 6. Highlighting offers close to add-to-cart as that's when the user is considering taking an action. Other changes I made: 1. Adding the logo bar with hamburger, search, and cart icon. This is important to maintain if you're driving ad traffic directly to product pages. 2. Adding the in-line / within-the-page add to cart. I'm seeing more brands removing the within-the-page add to cart CTA and replacing it with a sticky one. Make sure you a/b test this before implementing. 3. In the options section, adding an action verb like 'Choose' or 'Select' next to 'Color', 'Size'. This prompts the user to take an action. Found this useful? Let me know in the comments! P.S. The best way to identify gaps in your information hierarchy is by using heatmaps and scroll-maps tools like Microsoft Clarity. It's free to use and can help you back your hypothesis with actual user insights. #conversionrateoptimization #uxdesign

We used programmatic advertising to turn $5.8K ad spend into $19.5K in revenue with a 3.36x ROAS for an 8-fig DTC brand WITHOUT website traffic retargeting. Here’s how: THE CHALLENGE: CTV ads are great for awareness but tough to track. Unlike Meta or Google, CTV doesn’t have a traditional attribution path. It's an incredible tool for generating awareness and intent, but tough to generate direct performance from without the right strategy. This is where most brands miss the mark - they stop at top-of-funnel awareness and never close the loop. THE SOLUTION: Instead of treating CTV as a standalone play, we used it to fill the top of the funnel… ...then retargeting those engaged viewers through programmatic ads across the open web. STEP 1️⃣: Ran CTV ads to build awareness and get initial audience engagement. STEP 2️⃣: Retargeted those viewers in the middle of the funnel using display & native ads, as well as retargeting through CTV again. STEP 3️⃣: Removed all bottom of funnel retargeting as to get a clear view of CTV performance without cannibalizing other ad channels' traffic. THE IMMEDIATE RESULTS: 👉$5.8K ad spend → $19.5K revenue 👉>90 purchase conversions 👉3.36x Holistic ROAS across all campaigns over a 7 day period Why This Works: 👉 CTV builds brand awareness, but without retargeting, it’s incomplete because it's hard to actually purchase through this channel - ie., it's impossible to 'click' on your TV. 👉 Retargeting those engaged users across the open web moves them further down the funnel, and allows us to be exposed to the CTV traffic in a format that can be engaged with and tracked & attributed. 👉 Retargeting CTV engaged users through CTV again increases brand awareness and recall, thereby increasing purchase intent through the same channel of original exposure. The takeaway? CTV isn’t just a top-of-funnel play. When combined with programmatic retargeting, it’s a conversion machine. You reach massive new audiences that don't exist on other platforms, and convert them across the entire web, not just social platforms. Programmatic is here to expand your marketing funnel, as well as your revenue.

Should you retarget by intent? We ran the test... Most B2B retargeting looks something like this: Someone visits your site, any page at all…and immediately: they’re getting hit with “Book a demo” or “Start your free trial” ads. No nuance. No context. Just one-size-fits-all messaging chasing every visitor around the internet. It’s simple. It’s easy. But also pretty broken. Here’s why: > Not everyone on your site is in the same headspace. > Blog readers aren’t ready to talk to sales. > Product page visitors are curious but not convinced. And people on the demo page? They’re this close but something’s holding them back. Treating all three the same? That’s how you burn ad dollars without actually building pipeline. So we ran a test. One of our clients had a basic retargeting setup. One campaign. One CTA. One generic message. We broke it apart and rebuilt it based on intent. ___________________________ Here’s how we segmented it: Blog readers Top-of-funnel folks in research mode. → We showed them value-first content: guides, checklists, downloads. Product & feature page visitors Mid-funnel visitors sniffing around the solution. → We served ROI calculators, interactive tools, and “how do you stack up” style CTAs. Pricing/demo page visitors Bottom-of-funnel leads with real buying signals. → They saw direct “Book a demo” and “Start your trial” ads with tons of social proof. ___________________________ Here’s what happened over 60 days: Old campaign (one-size-fits-all): > Low click-through rates (~0.4%) > Modest form fill volume > Demo-to-close rates hovering around 17% New segmented retargeting: > 3.1x higher CTR > 2.4x more total form fills > 29% increase in demo-to-close conversion from high-intent segments ___________________________ Better message-match. Cleaner funnel transitions. Better results.

SaaS company spending $30,000+ on LInkedIn Ads getting $400+ per lead This was 3-4x higher than before. They could not understand why spending more money brought worse results. I looked into their ad account and found three clear problems. 1. Very small target group, very high repetition (frequency) They aimed their “cold” ads at a tiny list of companies. Because the budget was large, the same people saw the same ads over and over...and over...and over.. After a while, those people stopped noticing the ads, so results dropped off a cliff after seeing initial pop of results that gave everyone hope. What we changed: Added nearby groups of similar companies and looked for ways to meaningfully increase audience size without compromising quality. Created new ad versions so viewers did not see the identical message every time. 2. Retargeting settings mixed good and bad visitors Retargeting is meant to show ads only to people who have already visited your site and match your ideal customer. An “AND vs. OR” filter error let thousands of unrelated visitors into the retargeting group, wasting 80 percent of that budget and essentially turning this into a cold campaign will little chance or ROI. What we changed: Fixed the filters so only the right visitors stayed. After the fix, the same budget brought three to 3x more sign-ups. 3. One-track messaging All ads asked for a sale immediately, whether someone was new to the brand or had visited many times. People who did not yet trust the company were not ready to book a call. What we changed: Added trust-building ads: news mentions, customer stories, short interviews with the founder. As trust grew, more visitors moved to the “ready to talk” group, and cost per sign-up fell. 👇 Advice summary a 5th grader could understand. 👇 1. If your group is tiny, big budgets just annoy people. 2. Retargeting needs clean filters. One wrong setting can drain most of the money. 3. Give people information in steps. First, introduce yourself; then build trust; then ask for a meeting. Managing LinkedIn ads is a special skill. A general-purpose ad agency may miss these details. If you already run LinkedIn ads and want a free check-up, reply “Audit” or send me a note. My team will look at your account and point out quick fixes—no pressure, just clear advice. #linkedinAds

“I’m retargeting everyone who visits my site but conversions are terrible” A founder messaged me this. Service business. Spending ₹40K/month on retargeting Conversion rate: 0.9% “Show me your setup.” He was showing the same “Book a call” ad to someone who bounced in 5 seconds and someone who spent 12 minutes reading his pricing page Most people think retargeting is one audience It’s not It’s 3 completely different stages So we changed 3 things: Split into browsers (education content), considerers (social proof), and hot leads (urgency offers) Different creative for each segment Matched the message to their intent level Results after 3 weeks: Conversion rate: 0.9% → 4.1% Cost per lead: ₹4,444 → ₹975 Qualified calls booked: 9 → 41 Same budget. Same traffic. Same product Just stopped treating strangers like they’re ready to buy Most people think retargeting means one ad to everyone. But actually: Segmentation is the entire strategy.

The #1 reason you struggle to win new sales? 🚫 It’s not your pricing. 🚫 It’s not increased competition. 🚫 It’s not your product or service. 𝐈𝐭𝐬 𝐥𝐚𝐜𝐤 𝐨𝐟 𝐕𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐚𝐧𝐝 𝐩𝐨𝐨𝐫 𝐂𝐥𝐚𝐫𝐢𝐭𝐲 𝐨𝐟 𝐦𝐞𝐬𝐬𝐚𝐠𝐞. I know this can sound overly simple, even harsh. You spend a fortune on marketing, sales and promotion, but is your message being seen by your prospective clients? And when they see it, do they act? The challenge is simple: Not enough of the right people (ie, prospects) know you exist or what problem you solve. Think of visibility as the stage; it is the Edinburgh Festival time after all. Your message is the performance. 👉 No stage → no one hears you. 👉 Weak performance → people hear you but forget you. 𝐘𝐨𝐮 𝐧𝐞𝐞𝐝 𝐛𝐨𝐭𝐡. There is a solution, but you need to act now. AI is transforming the way vendors and suppliers are selected, and this is a real threat to you and your business. The days of simple investing in adverts or SEO alone are gone. 𝐒𝐭𝐞𝐩 1: 𝐁𝐮𝐢𝐥𝐝 𝐭𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 𝐕𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 a) Define your bullseye client (exact role, pain point, context). b) Get your team to show up where they are: social media, events, press, podcasts.... everywhere. c) Be consistent, remember familiarity builds trust. 𝐒𝐭𝐞𝐩 2: 𝐒𝐡𝐚𝐫𝐩𝐞𝐧 𝐘𝐨𝐮𝐫 𝐌𝐞𝐬𝐬𝐚𝐠𝐞 (𝐘𝐨𝐮𝐫 𝐀𝐬𝐤) a) Lead with their problem, not your product b) Be specific, never generic or vague c) Make the next step obvious: "You have my attention, what do I do now?" To win B2B sales today, we need to transform our thinking, and this is no easy task. But here are some simple steps to get started. 1. 𝐆𝐞𝐭 𝐦𝐨𝐫𝐞 𝐯𝐢𝐬𝐢𝐛𝐥𝐞: write one post each week on LinkedIn regarding the problem you fix, and give a case study if you can. Then get your company to amplify this across all media. Don't worry about "views" or "likes", you and I want leads. 2. 𝐑𝐞𝐚𝐜𝐡 𝐨𝐮𝐭 to a few trusted supporters and ask them to summarise what problem they think you solve. You can use the likes of ChatGPT for this as well, simply ask it to analyse your website, for example. You'll be amazed at the responses you receive, as I was when I did this at the start of the year. 3. 𝐀𝐜𝐜𝐞𝐩𝐭 𝐭𝐡𝐞 𝐟𝐞𝐞𝐝𝐛𝐚𝐜𝐤 and act. Update the website with clearer messaging, and replicate this across everywhere your brand is seen. Share the updated "Ask" with your network and ask them for referrals. 4. 𝐑𝐞𝐯𝐢𝐞𝐰 𝐩𝐫𝐨𝐠𝐫𝐞𝐬𝐬 each week, adjust and repeat. Over time, you'll get more confident, and the sales enquiries will start hitting your inbox. If you feel you would benefit from advice on this, then contact me and I'll find you someone to help. We are all in the same position and must rely on each other for support. 𝐓𝐡𝐢𝐬 𝐢𝐬 𝐚 𝐃𝐚𝐫𝐰𝐢𝐧𝐢𝐚𝐧 𝐦𝐨𝐦𝐞𝐧𝐭: 𝐀𝐝𝐚𝐩𝐭 𝐨𝐫 𝐃𝐢𝐞! ==> Secure your copy of 𝐓𝐡𝐞 𝐀𝐬𝐤 here: https://lnkd.in/gg7W__pn

I've been browsing through a bunch of online stores (part of the job, part of the fun), and something caught my eye: A lot of stores do try upselling, but many don’t do it strategically. Some even give up on it completely after a while, thinking it doesn’t work. This is a shame because upselling – when done right – is one of the coolest tools you can use to grow your store. It’s not just about adding more stuff to the cart. It’s about creating a smarter, smoother shopping experience and boosting your AOV at the same time. Here’s how to actually launch upsells the right way—from scratch 👇 𝗦𝘁𝗲𝗽 𝟭: Understand your product journey You can’t upsell what you don’t understand. Start by mapping your bestsellers. ➝ What products do people buy first? ➝ What naturally complements them? 𝗘𝘅𝗮𝗺𝗽𝗹𝗲: Selling protein powder? The logical upsell might be a shaker bottle, creatine, or a higher-value bundle. 𝗦𝘁𝗲𝗽 𝟮: Look at the data (even if it’s limited) You don’t need a full analytics department. Check your orders: ➝ What are people buying together? ➝ What’s your most frequent cart combo? ➝ What’s the average order value? This gives you a baseline for what to promote and where to push. 𝗦𝘁𝗲𝗽 𝟯: Choose the right moment to upsell There’s a difference between annoying and helpful. Start with one of these: ✔ Pre-purchase upsell: On product or cart page ("Upgrade to a bundle and save 20%") ✔ Post-purchase upsell: After checkout but before confirmation ✔ Follow-up email upsell: A week after purchase ("You might also love…") Start small – test one placement at a time. 𝗦𝘁𝗲𝗽 𝟰: Use smart logic, not just discounts An upsell should feel like a natural next step, not a sales pitch. ✔ Offer more value (“Add this for just $9 and get free shipping”) ✔ Offer convenience (“Subscribe now, and you won’t run out”) ✔ Offer upgrades (“Switch to a 2-month pack and save 15%”) 𝗦𝘁𝗲𝗽 𝟱: Test and refine (even if it's not perfect) Watch how people interact: ➝ Is it being ignored? ➝ Is it increasing AOV? ➝ Are you seeing better conversions or just more noise? Tweak copy. Try different placements. Use urgency or testimonials. Upselling is 80% iteration. 💡 One more thing Don’t see upselling as an “add-on tactic”. It’s a core part of a growth-oriented customer journey. Do it right, and you’ll see: ✅ Higher AOV ✅ Better retention ✅ A store that sells more without more traffic #shopify #ecommerce

Video content is one of the most effective tools for engaging audiences and simplifying complex topics. For law firms, it’s an opportunity to showcase expertise, connect with potential clients, and build trust in a relatable way. Here’s how to create impactful video marketing: 1️⃣ Use Videos to Simplify Complex Topics Legal concepts can feel overwhelming, but short, clear videos can break them down for your audience. Examples: “What to Expect During a Divorce Consultation.” “Understanding Your Rights After a Workplace Accident.” “How to Navigate Probate in the UK.” Tip: Focus on one key topic per video to keep it concise and easy to follow. 2️⃣ Showcase Client Success Stories Sharing anonymised testimonials or case outcomes can demonstrate your firm’s impact and build credibility. Example: A personal injury lawyer could share how their efforts helped a client secure a settlement. Tip: Use storytelling techniques to make these videos relatable and emotionally engaging. 3️⃣ Introduce Your Team Building trust starts with showing the human side of your firm. Use videos to introduce your solicitors, highlight their expertise, and provide a glimpse into your office culture. Examples: “Meet [Name], Our Family Law Specialist.” “A Day in the Life at [Your Firm].” Tip: Keep these videos professional yet approachable, showcasing your team’s personality and professionalism. 4️⃣ Use Live and Recorded Webinars Webinars allow you to engage directly with your audience, offering insights on trending topics or answering questions. Examples: “Navigating GDPR Compliance for Small Businesses.” “Understanding the Implications of No-Fault Divorce.” Tip: Record webinars to repurpose key moments into shorter clips for social media. 5️⃣ Optimise for Accessibility Make your videos accessible to a wider audience by including captions and transcripts. Why It Matters: Many users watch videos without sound, and captions also support viewers with hearing impairments. Tip: Use tools like Rev or Otter.ai to generate captions easily. 6️⃣ Promote Strategically Great video content needs to reach the right audience. Share videos on LinkedIn, your website, and via email newsletters. Use short clips or teaser versions on social media to drive traffic to the full video. Example: Post a 15-second clip of a webinar on LinkedIn with a link to watch the full session. 7️⃣ Track Video Performance Measure how your videos are performing and refine your approach based on data. Metrics to Monitor: Views, engagement (likes/comments), watch time, and conversions. Example: If explainer videos outperform team introductions, focus your efforts on educational content. Videos are a powerful way to engage your audience, showcase your expertise, and build trust. By tailoring your content to client needs and presenting it in an accessible, relatable way, your firm can create meaningful connections that lead to results. 💬 What legal topics would you cover in a video?

Tearing down a D2C brand's Black Friday ad strategy — what actually worked Last Black Friday we audited the ad strategy of a mid-size D2C apparel brand. $280K in spend over 10 days. Here's what worked and what didn't. What worked: Early access campaign (Nov 18–24) Email list retargeting with a 20% early access offer. CPA: $24. Their lowest of the entire period. Warm audiences with exclusivity framing convert cheapest. Video creative over static 30-second unboxing UGC outperformed every studio asset. CTR: 3.8% vs 1.6% for polished banner ads. Cart abandoner retargeting with urgency 3-day window, countdown creative, free shipping threshold dropped. Recovered $38K in abandoned carts at a $19 CPA. What didn't work: Broad prospecting during peak days (Nov 25–27) CPMs spiked to $28. CPA hit $91. Every dollar went to retargeting instead. Discount-first cold creative Leading with '40% off' to cold audiences had lower CTR than benefit-led hooks. Cold audiences don't trust discounts from brands they don't know yet. The lesson: Black Friday is a retargeting event, not a prospecting one. #PerformanceMarketing #PaidAds #MetaAds #D2CMarketing #GrowthMarketing