Formtoro.com - Zero Party Data Ecommerce Strategy

I run a software company called Formtoro which is purpose built to collect and analyze customer data in combination with ad and sales data for ecommerce brands.

I also run marketing and strategy for Krakatoa Underwear, a mid-7 figure ecommerce Direct to Consumer high end men’s underwear company.

Prior to Formtoro and Krakatoa Underwear I ran marketing and customer support for LIFX leading to acquisition.

I’ve been involved in marketing for 20+ years.

My motto is work smarter, not harder, and let data lead.

Always up for a chat about the industry: calendly.com/jonivanco

I've open sourced my entire strategy at ecomwithjon.com

I love zero party data and data analytics and a good debate around them.

🏌🏼‍♂️Jon Ivanco

Popup Opt-in rates are a scam.

On one side you're just giving away margin to get an email that you'd get anyway when someone converted.

On the other if you are collecting a data point you don't have enough time to use it on the person that provides it because those that check out due so in less than 12 hours.

I'm going to say it, it's a KPI that I've gamed a lot.

This doesn't even take into account all the same existing customers that are just signing up under different emails...

Or my favorite the Apple ones that hide their emails every time.

An email list is only as good as the amount of people that sign up and convert and that happens as a result of the messaging that drove the traffic.

So here's the flip, use this interaction to build a statistical model around what messaging you should be using on people that converts the highest.

That's where the real magic comes from, else you're chasing vanity metrics that don't mean anything.

🏂Jon Ivanco

Marketing Automation via Intelligent Data Layers

Last night I figured out something that had been bothering me for years around popups. 

It’s manual now and we’ll start testing this week. 

But it’s an evolution of getting data from every first time purchaser that uses a generic coupon code. 

It’s pretty cool. 

This solves one of the biggest trade offs with discounting on first orders and silent profit leaks. 

Yes I’m posting again because I’m back to building systems that solve overlooked problems. 

Clean the data. 
Put it into content systems. 
Automate marketing. 

I spend a lot of time questioning systems and building work arounds before we consider how to implement them seamlessly behind the scenes. 

This is going to be a big update. 

Small change. Huge impact. 

No one is doing it. Guaranteed.

Owner @ YOCTO | 传奇 | CXL Instructor | Reforge Member

I run YOCTO, a retention marketing agency trusted by brands like Healf, Heights, BetterMe, and Kilo Health. We help DTC teams solve complex CRM problems, strengthen subscription economics, and break through their acquisition ceiling,  using first-principles, math-driven lifecycle strategy.

Quick Bio:

- CEO & Founder of YOCTO, the #1 retention marketing agency for health & wellness brands
- Powered CRM for 100+ clients incl. Heights, BetterMe, Kilo Health, Elo, Miracare, Healf and others
- Klaviyo Elite Partner (Top 0.00025% globally, biggest book of business in EMEA), Advisor to Klaviyo (Partner Council) & Yotpo (Email Advisory Board)
- Host of CEO AFTER DARK, a candid podcast for high-performing founders
- MBA, Reforge member, CXL instructor, guest lecturer @ The Atomic Garden

NO, I CAN'T PROVIDE AN AUDIT BECAUSE MOST “KLAVIYO AUDITS” ARE USELESS

The lifecycle ecosystem is full of noise: Some say send more. Others say send less. Some say discount. Others say never discount. Try SMS. Try WhatsApp. Fix UGC. Fix loyalty. Add AI. Everyone has an opinion.

And most teardown-style audits make the chaos worse. They focus on tactics, not strategy. They tell you: You’re missing a block in a flow. Your popup could be better. You should send more campaigns.

None of this meaningfully shifts LTV, AOV, or retention for a brand doing real revenue. Founders don’t need 80 small optimizations, they need the 3–5 strategic moves that materially change their unit economics.

That’s why YOCTO created the Strategy Activation™ model: A first-principles, math-driven way to uncover the retention levers that actually move the needle.

HOW A STRATEGY ACTIVATION™ WORKS

1. We ask a few targeted questions about your goals and unit economics.
2. If we believe there’s meaningful upside, we sign an NDA and get temporary access to your lifecycle tech stack (Shopify, Klaviyo, subscription platform, etc.).
3. A few days later, you receive a fully mapped strategy built using the same methodology we apply to category-leading brands.

YOU'LL WALK AWAY WITH:

1. Your highest-leverage retention opportunities - ranked, justified, and tied to the three pillars that mathematically determine LTV

2. A clear plan to increase LTV, strengthen subscription economics, and fix repurchase gaps - without adding noise or unnecessary tactics

3. LTV:CAC modeling quantifying the potential upside so you know exactly what each lever is worth

If you’re serious about scaling through lifecycle and retention marketing… find a time here:
https://calendly.com/george-kapernaros/socratic-interview

George Kapernaros

I'm very happy to announce I've joined MentorPass as a Mentor, next to true LEGENDS in the DTC space. You can book a 30' session with me directly on: https://lnkd.in/ezsxHdxy

CEO at YOCTO | Klaviyo Elite Partner + Advisory Council Member | #1 Lifecycle Agency for Health & Wellness | Clients: Kilo.co, BetterMe, Orbio.world, Healf, Frøya Organics, Gratsi, Miracare, Evereden +100 Others

Job descriptions be like "Are you looking for an exciting fast-paced, high-volume, challenging work environment?" What? 😅 No. I want a boring high paying job with barely any responsibilities. But I know that's unrealistic, so I'll settle for whatever crap this job is about and I'll pretend I care.

26000 people upvoted that on Reddit. 

On a subreddit about people struggling to find a job (the ultimate irony!).

If most of your waking hours - your best hours - are spent doing work you dislike, with people you don't like, for a firm or cause you don't care about, then I feel sorry for you.

But don't be surprised when the people who do care get further ahead.

It ain't just "luck."

[I'm ready to get TORCHED in the comments.. be nice, haha!]

YOCTO supports Be Amazing's growth by delivering strategic retention marketing expertise across subscriptions and lifecycle marketing. Thank you for your trust! 🤝

If you feel stuck running campaign "execution work" on Klaviyo and not actually growing - I just freestyled 23 minutes on why that happens and how to break out of it: https://lnkd.in/dy8tsZnD

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George Kapernaros

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The Battle

🏌🏼‍♂️Jon Ivanco

George Kapernaros

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}🏌🏼‍♂️Jon Ivanco's LinkedIn Performance

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