Amanda Schulze

The reason most $1M DTC agencies are stuck isn’t their SOPs, their teams or even their client base. And it’s not because founders are buried in the day-to-day. It's because they aren’t thinking strategically enough or pushing aggressively toward the kind of growth that breaks past the $1M plateau. It's not the SOPs or the ability to read P&L that’ll solve your growth problems. It's vision and more importantly, the balls to actually go after it without playing it safe. Incremental growth feels comfortable and that’s where many founders get stuck. They think growth has to be some steady, predictable process. In fact, it’s often messy, bold and requires big, uncomfortable moves. Here’s what keeps you back mentally: - Failed growth attempts - Partnerships that didn’t pan out - Cash flow challenges - Team turnover But I bet if you sat down with someone and actually analysed them, you’d find those "failures" are really untapped opportunities disguised as setbacks. The problem isn’t that these things happened. It’s that you’re letting them dictate your next move, instead of leveraging them to go after what you really want. The $1M bottleneck is both psychological and operational. It’s the difference between leading your business versus running it.

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If 100% of your tests succeed, you’re not truly testing. This is probably my No. 1 takeaway from scaling two very different businesses. Here’s why: A good portion of your tests failing is the sign of a healthy experimentation process. Whether it's your marketing strategy or a product feature, if every test is succeeding, you're likely focusing on the wrong metrics or not aiming high enough in your experiments.

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Don't let your CRO strategies fall short! If your CRO efforts aren't delivering results, you might be overlooking a critical element: qualitative research. Quantitative data shows you what users are doing, but qualitative insights: ✅ Uncover user motivations & pain points ✅ Identifies root causes of behavior ✅ Guides impactful optimizations Start combining qualitative research techniques (user interviews + usability testing) with your analytics data. It allows you to deeply understand your audience, prioritize high-impact changes, and create user-centric, conversion-driving experiences. How will you implement qualitative research to drive real results?

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Hard markets are the best time to double down on email.  - No big budget needed. - Quick to deploy / test.  - Forces you to be direct & concise in your communications (what Josh Braun would call “crispy”). It’s been awesome to be working with clients on so many great email projects lately and seeing great results. Tons of low hanging fruit and quick wins.  #email #copywriting

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Uncomfortable truth: Your Google Shopping ads' success is entirely in your hands Did you know that 100% of the search terms your ads show for are dictated by the product feed? → Product titles → Product descriptions → Product images → Product types → Product categories → Product attributes → Product promotions However, most ad accounts I audit, I find that people are focused on account-level optimisations like: → Campaign structure → Bidding strategies → Custom labels These things are important, but secondary to the product feed They are the icing on the cake Don't forget to bake the cake first! A solid foundation will dictate your Google Shopping success Give your product feed the attention it deserves I will audit your Google product feed for FREE & provide you with a step-by-step optimisation roadmap Next 3 people only ⤵️ DM me the word FEED #googleads #ppc #digitalmarketing #ecommerce

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Some of my favorite hooks: (Mostly for short-form videos that sell physical products) “My secret weapon is…” “This is already sold out…” “After I saw this {social media platform}…” “Don't buy this…” “The #1 recommended {product}...”  “This new {product}...” “This is how {famous person} does {interesting thing}...”  “Did you know…” First, sell the value of paying attention to the video. Then, sell the product. That’s how you create high-performing posts and ads. P.S. My UGC marketplace helps you find proven creators and get persuasive content made for affordable prices.  Hit the “visit my website” button to check it out.

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You're killing conversions by overcomplicating your checkout. One of our latest A/B test made that painfully clear: We updated the contact information page with clearer separation between Express and Standard flows. Our hypothesis: Added clarity would boost purchase confidence and ARPU. Reality: An 8% ARPU drop. These findings reveal three brutal truths: 1️⃣ Simplicity > clarity Customers want frictionless, zero-thought experiences. Not options overload. 2️⃣ Optionality breeds anxiety Making users choose between paths creates crippling decision paralysis. 3️⃣ Familiarity wins Even tiny UX changes disrupt expected customer flows and confidence. The data is unambiguous: Streamlined, minimalist checkout wins. Every time. Any added complexity or choices actively deter purchases. To stop hemorrhaging conversions, you need ruthless checkout simplification. But that's just the tip of the iceberg. I made a file with 94 CRO Ideas to combat things like that. Comment "94 Ideas please" under this post and I'll send it to you!

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There's one thing I don't understand about implicit type conversions in Mojo🔥 (maybe @clattner_llvm can chime in and help me): Mojo's documentation says that implicit conversions should only be supported where the conversion is lossless. I think that's not how it works now? var a : Int64 = "Hello World!" This code converts the String into the value 1. Is this considered lossless? var b : Int64 = 1.67 And this code assigns the value 1 to variable b. Is this lossless? Maybe I'm confused about the meaning of "lossless" here?

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Why I’m not scared of AI taking away jobs in CRO The longer I work in this field, the more I see AB testing, CRO, and user experience optimization as a blend of art and science. Science because: - We analyze data to understand user behavior. - We test our assumptions statistically. - We run controlled experiments. Art because: - We think creatively to solve user problems. - We design interfaces like crafting art pieces. - A perfect UI is calming and evokes emotions, like art in a gallery. This is why I’m excited about AI in our industry. AI will enable us to create even more beautiful user journeys. Technology empowers people and artists. It does not replace them. How do you see the role of AI in your field? #UserExperience #AI #CRO

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We wasted $47,542 on “proven” creative concepts. The dirty little secret in DTC is that every agency and brand is operating off the same Figma board… Across 3 different ad accounts, we tested over 100 different versions of these Proven Creatives: → Us Vs. Them → Airdrop → Before / After → Quote Overlay → Ingredients Callout → iCloud Notes → 3 Reasons Why → GRWM The collective Proven Creative ROAS was ~20% worse than wildly different ideas that we tested: → Staged organic moment videos → 2-minute TikTok-style review → Founder story video → Real customer testimonial with zero edits → Midjourney-generated AI videos → Gatekeeper “they don’t want you to know about this” ads → Ugly memes → Head-to-head video challenge You know how I noticed this without wasting even more money? Aggregate creative reporting (we use Motion (Creative Analytics)). Outdated process: “This single ad is working, let’s make more like it” Instead, analyze the performance of buckets of ads in aggregate. Using naming conventions, tag each ad with the elements that contribute to its success (or failure) I typically use: → Product → Message → Creative Bucket → Creative Type → Landing Page → Offer Sample naming convention: Nike Air VaporMax — Summer Running — Proven Template — Studio Static — PDP — 15% Off — 05.07.24 Then compare the performance of different groups of ads. → Define the groups using the words from the naming convention → Use filters to ensure a level playing field (don’t compare Prospecting + ASC together) A comparison report of Creative Buckets made it obvious that Proven Templates were performing worse than Unique Ideas. --- The world of DTC is an echo chamber with minimal secrets. → People brag about their wins → Everybody starts copying each other → The “winning” strategy saturates and stops working Use this 3-step process to stay ahead: 1. Build aggregate-style reporting systems 2. Stay on the bleeding edge by only listening to experts 3. Be nimble and find creative wins before they saturate That's how you win. --- P.S. If you want to stay ahead of problems like this, highly recommend that you attend Motion's Make Ads That Convert event. → https://lnkd.in/eAKpz8dh Speaker line-up: Mirella Crespi Jess Bachman Savannah Sanchez Dara Denney I'll be there, along with my entire CS team.

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I've listened (or re-listened) to Lenny's podcast on product-led growth with Ben Williams from Snyk. The full episode is amazing, covering topics from focusing on a narrow group for MVP to implementing growth loops. What really stood out was the advice on how to organize growth teams - the need for removing silos and cross-functional collaboration that I'm seeing more and more in both B2B and B2C. Here's what stood out to me: 1. Building a balanced team around specific goals (acquisition, monetization) that can not just ideate but implement those ideas. This means having: A marketer and or growth role who can run testing experiments Product and dev people to implement ideas Data and decision scientists analyzing immediate and compounded impact Alignment with all exec stakeholders to support PLG as a priority 2. Focusing on identifying micro and macro loops in growth strategy and having patience to implement and let them run over time. Results are never immediate. 3. Ensuring data is effectively tracked and available to identify areas of improvement. This often means aligning and analyzing both marketing and usage data together. This podcast also reminded me of a great series of articles from Reforge on growth loops. One of the main ideas is transforming growth funnels into growth loops by removing silos and approaching acquisition, product, and monetization holistically. Some great ideas to dig into that are as relevant now as ever. https://lnkd.in/ewJh7EuH https://lnkd.in/e6RVgheH

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Specific, actionable learnings from Y1 at ActiveCampaign… - Macro influencer relationships (250k+ followers) take 1-2 quarters to warm into. CPM for long form video is 3-4x social media CPM. So if our CPM target with an influencer on Instagram is $30, the long form equivalent might be closer to $100. An integrated ad slot for a good fit video is about 60-70% of the CPM of a unique LF video - Don’t try to game Reddit. When the Hidden Gems update happened, Reddit and Quora started showing up page 1 on nearly every SERP. But you can’t retroactively go back and hop into those top posts as ranking of comments is set after around 48 hours. Instead work to impact the frequency and positive to negative ratio of brand mentions as a low hanging fruit. - Promoted thought leader posts on LI have massively better CPM and CPC when you promote a viral post vs a regular post (like 3-5x better). - Let a LinkedIn post run its organic course for 3-4 days before promoting it to maximize reach without cannibalizing from paid. - When you run paid promoted post ads on LinkedIn for a period of time and then turn them off, expect organic to dip for 1-2 weeks. - Podcast guesting is a much slower lever for 5-figure or higher ACV products (quarter length min). With a Loom or an Opus Clip you can hear about it and pick it up tomorrow. Your whole CRM and marketing stack? That takes more time. I still think it’s a mid impact channel if you can commit to 40+ podcast appearances per quarter, but I think if you sell a low ACV product, it can be high impact and act faster. But you need volume. I’ve never seen 2-3 podcast appearances create a meaningful pipeline impact. - Debate style content pulls a ton of eyes but is hard to arrange and coordinate. We ranked a podcast (Angles and Insights) top 3% globally in 2 weeks when we got two billionaire tech leaders to debate AI, remote work and best marketing channels. While that pulled in thousands of listens (and hundreds of thousands of impressions counting related LI posts), I think easy to execute short form might be even more high impact. - I launched a video series called impromptu chats where I do a casual 30 min chat with top practitioners and it’s designed to be broken into snippets for short form. That series has 750,000+ views in 6 weeks and has been incredible for creating a huge engine of topically relevant content for our team. It might be the single thing I am most bullish on from the last 12 months. - Tech partnerships can work but you have to get out of the formulaic/checkbox mentality. Ask your partner lead “what would be the biggest win for you this quarter?” and rally to help execute on that. Email swaps seem to have limited impact. Partner webinars can work but only if both sides genuinely co-promote. True creative activations are the hardest to pull off well but have the highest ROI.

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How to Decode What CRO Experts Really Mean. Here are 8 translations that will help you understand CRO jargon: 1. A/B testing: "Finding out which version nudges people a bit more." 2. User journey mapping: "Understand how users wander through our site." 3. Funnel analysis: "Figuring out where we lose people along the way." 4. Heat mapping: "Watching where people actually click (or don’t)." 5. Micro-conversion tracking: "Getting excited about tiny wins like button clicks and scroll depth." 6. Customer segmentation: "Grouping users by attributes such as returning, new or male and female." 7. Dynamic content: "Swapping headlines or images to make you think we know what you need." --- Understanding the lingo can make a big difference. Don't let the buzzwords fool you.

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Conversion rates are down 9% July YoY in Apparel, Shoes and Accessories based on research from Belardi Wong. We A/B test PDP layouts, we optimize copy, we improve imagery... but too often these are only incremental improvements. When facing slowing conversion rates across the board, step function changes are what we're after, but they're hard to come by. Step function changes require unconventional approaches. Cody Plofker wrote about how he added a "Free Returns and Exchanges" page to their navigation to de-risk the purchase. What happens if they don't like the product? Educate the shopper that there is zero risk. Go to the Jones Road Beauty site to check it out. It drove a ~15% lift in CVR. Amazon takes a similar approach. They refer to their #TryBeforeYouBuy program as the new free shipping and returns. The program has expanded massively over the past several years given the conversion rate benefits. Our merchants place a Try Before You Buy collection page in the nav, similar to Cody's strategy, to drive CVR gains. Shout out to DONNA BELARDI, Polly Bickel Wong, and team for putting together one of the most data-driven newsletters in our space (see attached data from Belardi Wong).

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After analyzing hundreds of tests for leading DTC brands, I've identified the 3 types of landing pages you need to test to maximize ROAS and lower acquisition costs. First, why use landing pages at all? Your website is a catch-all net, designed for all traffic sources and buyer stages. When you're spending big on ads, you need hyper-relevant messaging. Landing pages allow you to address: → Where customers are coming from → What they know about your product → Their existing buying journey → What they've seen in the ad Now, let's dive into the 3 landing page types you should test: 1. The Hero Style Page This opens with a hero image or video, followed by a headline about the product's benefit. It then builds trust with press quotes and testimonials before diving into product details. It's versatile and works with almost every paid ad channel. 2. The Listicle Think "5 Reasons Why..." format. It can be educational (e.g, "6 Reasons to Ditch Your Drugstore Deodorant") or product-focused (e.g., "5 Reasons People Love This Anti-Gravity Bean Bag"). It's content-rich and can educate or sell, depending on your approach. 3. The Article-Style Advertorial This reads like a genuine article, perhaps sharing a personal experience or telling the founder's story. It's mostly educational, with the product sell coming later. It tells a story and can overcome objections through narrative. -- A landing page doesn't work simply because it's a landing page. What makes it convert is: → Compelling copy that hits pain points → Visuals that support your message → Continuous iteration based on data Your first landing page may not work, but keep testing. When your messaging aligns with your audience and campaigns, that's when the magic happens. What's been your experience with these landing page types? Share below!

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If this metric is lagging in your studio... It can have major ripple effects. What’s the metric? >>Conversion Rate<< Studios often think they have a “marketing problem.” In reality...they have a “conversion problem.” Here’s what I mean… Conversion Rate Impact: → Imagine increasing CR from 15% to 40% → For every (100) intro packs sold → That's (40) new members  → Instead of (15) new members Cost Per Acquisition: → With a higher CR… → Your investment per new members plummets. → Instead of casting a wide net for minimal returns... → You're strategically investing in targeted conversions. → Making your marketing dollars are MORE effective. → (Bringing in more members for less) The Revenue Reality: → This is where the difference is felt → With an average monthly membership of $150 → At a conversion rate of 15% → You’re making $2,250/month With a conversion rate of 40%? You’re making $6,000/month. Annually, that's the difference between… $27,000 and $72,000. Yes, you read that right. So do you have a marketing problem? Or a conversion problem? #boutiquefitness #fitness #fitnessindustry #fitnesstrends #innovation #digitalmarketing

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