I run a lot of creative tests before I let a TikTok ad campaign loose. Over the years I’ve learned that a viral-looking video isn’t enough — you need predictable signals that tell you whether a creative will perform once it’s scaled. I want to share a practical, six-step pre-launch test I...
Dec 26, 2025
• by Élise Martin
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I’ve worked with dozens of Shopify stores over the years, and one truth keeps coming back: you can spend thousands on ads, but the real long-term wins come from product pages that rank and convert. Restructuring your Shopify product pages isn’t a one-off task — it’s a strategic process that blends SEO fundamentals with persuasive copy, UX, and analytics. Below I share the practical,...
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When sales volumes are too low to run traditional A/B incrementality tests, I get it — the fear of wasting budget or losing momentum can paralyze any marketer. Over the years I've worked with small e-commerce brands and niche B2B products where every sale matters. I learned to treat low-volume testing as a design challenge rather than a blocker. Below I share practical, low-cost methods I use...
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I’ve seen countless landing pages that look great but quietly bleed conversions. When your page converts below 5%, the problem isn’t always creative taste or bad traffic — it’s often one high-impact element that’s out of sync with visitor intent. When you’re staring at low conversion rates, you don’t have the luxury of running dozens of tests at once. You need an A/B test that gives...
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I used to think post-purchase communication ended the moment the package left the warehouse. Then I started paying attention to the customers who never returned: they’d buy once, vanish, and slowly inflate my churn numbers. That's when I turned to post-purchase SMS sequences in Klaviyo — not as a single follow-up text, but as a thoughtful sequence designed to reduce churn, build habit, and...
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I often get asked by DTC founders and marketing teams which micro-influencer metrics actually move the needle on sales. It’s tempting to pick a few vanity numbers—follower counts, likes per post—and call it a day. But from my experience running influencer experiments and advising brands, the metrics that truly predict sales are a mix of engagement quality, direct action signals, audience...
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I remember the first time I tried to scale link building for a client: I juggled spreadsheets, outreach templates, and a dozen different vendors, and still felt like I was one misstep away from a Google penalty. Over the years I've learned that picking the right plateforme de netlinking is less about finding the cheapest service and more about finding a partner that supports sustainable, scalable...
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If you've been paying even the slightest attention to Google’s recent updates, you've probably heard about the rollout of AI Overviews within search results. As someone who spends her days deep in the trenches of SEO strategies and content development, I immediately sensed the tremor this would send through the marketing world—and let me tell you, it's not just noise. It's a fundamental shift...
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If you’ve noticed your email open rates steadily declining—even though your content hasn’t changed much—you’re not imagining things. As someone who has worked on dozens of email campaigns across industries, I’ve seen this happen to both seasoned marketers and beginners. It’s frustrating, isn’t it? You put in the work, follow the best practices, and still your audience seems to be...
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When I first started exploring productivity tools a few years back, Notion was just one among many. Now? It’s impossible to ignore. What began as a sleek, minimalist platform for note-taking and document collaboration has evolved into a full-blown lifestyle brand—and yes, that’s as surprising in the B2B world as it sounds.As a marketer, I’ve always been fascinated with how some companies...
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When I chat with clients or analyze the performance of TikTok ad campaigns, one recurring issue keeps popping up: brands jump onto the platform without truly understanding *who* they’re trying to engage. TikTok isn’t “just another social media channel.” It’s a cultural ecosystem shaped by one of the most unique and digitally-savvy generations—Gen Z. If your ad strategy is flopping on...
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