Anthony Morgan's Linkedin Analytics

In 2025 for ecomm brands in order to be a "good" marketer you need to know who you are selling to. The days of old where the Facebook algo could practically sell a wool coat to a sunbather are going going going goooooone. We have to be better and starts with: Knowing who you are selling to. That is more important than what you are selling. Think about this when you go to write your next piece of copy or develop another creative.

Hot take: Most ad creative testing is lipstick on a funnel. 💄🐷 That lip stick won't make a pretty funnel. Not in 2025. You want to scale and be more efficient in 2025? Fix the page the traffic lands on. Not just the ad that gets them there. This is a major problem in 2025. And in order to succeed we need to adapt. Over the last couple years the value for creative testing has increased. As it should… you can’t operate like its 2018 anymore. The algorithm could once sell a yoga mat to your uncle who’s never stretched. 😅 ☝ Not really but you get the point.... Those days are long gone. We have to be better marketers. The problem is the ad creative says one thing and everything post-click is completely disconnected from the ad creative. This is far too normal. We’ve been helping brands fix this by connecting creative testing to the post-click experience. You need to have a connected funnel. Otherwise you’re stuck blaming the ad creative when it very much could be the on-site experience.

Incredible opportunity to work with Andzen who absolutely crush it on all things customer journey.

Is this you? You've spun up a 1000 pieces of ad creative over the last six months. You've had a few winners in there, probably more than just a few, some that have had decent success over a sustained period, but you're still not making traction on your new customer acquisition targets and as a result growth is a struggle. It's a struggle for a lot of 8 and 9 figure brands. You're not out of the norm. That is the stark reality that many brands are experiencing. Not all, but many are experiencing. The reality is that you're spending a lot of time testing all of this ad creative with specific a messaging angle, creative style and tone. But that's all happening pre click… Once the user clicks, they get to that post-click experience and it's completely disconnected from what they saw. It doesn't have the same angle, doesn't carry the messaging. It just goes into a bunch of features and specs that don't really hit the benefits the user cares about. You're just stuck in this cycle of not being able to produce efficient and profitable growth, especially with new customers. This is the reality for a lot of 8 and 9 figure brands. In order to fix this, your creative testing has to be encompassing of the whole entire funnel. Pre-click and post-click need to be sharing learnings and testing together. If you're testing a specific angle, you should be carrying that through to the post click experience. It shouldn’t die post-click. You need to desilo pre-click and post-click. They need to be unified creating a connected experience. That's the key to 2025. The brands that are successful, that are seeing efficient new customer acquisition, are doing this. This is the future for 8 & 9 figure brands.

Every brand hits a plateau. It’s not a matter of if… it's when. Even if you’re seeing 30% YoY growth. Even if things feel like they’re cruising. At some point, resistance shows up. And most brands? They start chasing shiny objects, instead of fixing the real problems. In this video, I break down: Why most 8 & 9 figure brands plateau What’s actually happening behind the scenes How to shift from guessing to diagnosing If you’re feeling that friction... This is for you. 👇

Life without CRO… Budget always gets allocated elsewhere. CEO: We’re spending $500k a month on Meta. Think we can scale to $600k this quarter? Marketing Director: Going to be tough… every time we’ve tried to push performance dips. CEO: How do we fix that? Marketing Director: We could try to increase our creative testing. At that spend it’s going to be necessary. CEO: We want to hit our 40% growth target this year. Spending more on Meta seems like the best way to get us there. Marketing Director: One thing we haven’t touched since the redesign in 2022 is the landing pages and site. CEO: That is fair… The homepage has started to feel a little stale to me. Maybe it’s time to freshen things up with a redesign. Marketing Director: I’m not thinking redesign. I am thinking of testing the on-site experience similar to what we do with creative testing. CFO enters the chat… CFO: No. We don’t have the budget for that, but I could probably work in a $75K redesign in 2026. Marketing Director: This just makes my life difficult when we can only allocate budget to Meta spend, but that doesn’t maintain efficiency when we scale, so we just feel stuck. Maybe the root of the problem is somewhere else, but we’d never know that, because I can’t get the budget to do anything, but creative testing.

Shoptalk numero uno in the books. As if you haven't seen enough of these posts... I will add to the noise 🫠 But in my own way 😋 My wife asked me for highlights from it and it honestly was a blur. Here is what I said: So many meaningful conversations. So many I've known, but not beyond a screen. So many new connections with familiar...ish faces. Too much to drink, but not nearly enough water. Too loud of venues with no voice at the end. Too many lights and not enough sun. I'd post pictures with people, but I didn't take any... If you saw my post pre Shoptalk, I'll be honest it was better than expected. But most events were exxxtremely crowded where not even a little buzzzz could melt away the social anxiety I felt navigating the sea of faces. Needless to say it was well worth it. I am excited to carry on those meaningful conversations. So to those I connected with let's stay in touch and do it again! And to those that didn't let's make sure we do next time! P.S. Why can't the resorts have a drinking fountain??? I just want to fill up my water bottle. Is that too much to ask for? I get it... it's business and you can charge $6 for 30oz of Aquafina and I'd pay for it, but I'd be a lot happier of a guest, if you kept me hydrated. Maybe I'd even feel up to a few games of Blackjack. 🤷‍♂️ P.P.S. It was incredible talking to: Andzen we've been in desperate need of a killer email partner and these blokes Brenden Rawson Jason Anderson know what they are doing. Steve Hult and the future of funnel optimization with FERMÀT. It's freaking exciting stay tuned for what is in store! Talking Ecomm CRO with Haley Carpenter. It's great to have another brilliant CRO in the ecomm space. You are needed! Chris Nawrocki and the differences in consumer behavior between the UK and US. Chatting the future of AB Testing with Teddy M. Lane Goldman Samantha Duncan 💎 Drew Marconi 💎 Matt Deis 💎 Marc Adelman Shane Getkate a former pro cricketer 🏏 turned ecomm. Rachel Jacobs 🇺🇦 Darin Lynch didn't know you could be more abrasive in real life... Walkiria Quiroa Megan McGee John Davis Benjamin Cahen 🎗 Maya Juchtman Hannah Morris Greg Johnston Dalyn Beck Tiara Tragas Mike Hoagland Ian Rich Jacob Fuller Shane Gamble Sam Beqaj Bailey N. Dennis Yao Yu Casey Murray Maya Juchtman Joe Marston 🚀 Eric Dyck Gregory Segel Tony Lam If I missed tagging you, it's not because our conversation wasn't meaningful 🙃 Expect something in your inbox shortly 😎

There’s one thing I’ve feared was true and now having talked to dozens of people across the ecomm world in the last 2 weeks…. it’s sadly true. Most box CRO in… To be fair the name boxes itself in. “Conversion rate” optimization Most limit it to conversions. Most see it as extremely tactical. Some see it as gimmicks that hurt brand. Others think AB Testing a bunch of random ideas. Few know the vast spectrum of problems it can solve. I know at Enavi we sit in that few that recognize the many problems CRO can solve. It’s far more than just conversion rate, so if you’re curious read on 👇 Here is a list of 10 problems/opportunities we are actively solving this year (or have already solved): 1. Problem: Only 33% of visitors are viewing products which is well bellow the target of 50%. ↪ Visitors shop with a specific goal and the current site doesn’t support that. 2. Problem: If new customer acquisition doesn’t improve, revenue will be down 15% this year. ↪ Meta is driving way too many repeat customers and needs to improve performance on new customers. 3. Opportunity: New customers that purchase across 2 or more categories on their first order are 3x more likely to repeat. ↪ Get new customers to purchase across categories on their first order will improve paid efforts and increase LTV. 4. Opportunity: Lots of traffic coming from partnerships and viral content. ↪ Dial in the homepage experience to ensure these visitors stay engaged for a store with loads of direct and organic traffic. 5. Problem: Sales have been declining by 30% YoY. ↪ Help a struggling 8-figure brand resurrect their offer and differentiate. 6. Opportunity: 65% of revenue comes from subscription orders. ↪ Increase subscription orders for new customers and non-subscribed repeat customers. 7. Problem: Checkout > Purchase at 36% is well below the target of 45%. ↪ Identify whether the free shipping threshold is the culprit to a store's checkout abandonment issues. 8. Problem: Since going into Amazon and retail, DTC (.com) has been declining. ↪ Navigate an omni-channel approach and ensure DTC stands out and doesn’t get cannibalized. 9. Problem: New customer acquisition has been flat and Paid Meta hasn't been profitable. ↪ Help an established 8-figure brand reduce CAC and turn Meta into a key source of new customer acquisition. 10. Opportunity: Members provide the highest LTV. ↪ Increase the amount of subscribers and repeat customers that turn into members. This is the power of CRO. It can and should be used to solve many problems. It's simply a process to produce long-term sustainable growth through solving real problems with customer knowledge. If your CRO efforts are falling short, it's probably time to rethink your approach.

I did a thing. So I started using Twitter (X) or whatever it's called now. I plan on posting there 5 times a day with different content then what I put on LinkedIn. I still plan posting on LinkedIn, but Twitter will be more of a playground for experimenting with different angles and content ideas. LinkedIn will probably be a little more polished. Whatever that means 😅 The problem is I need more followers to make this worth it and people to start engaging with the content I'm going to start posting on X. I swear I'm not trying to be desperate... asking for followers. If you've seen my content, I don't post AI garbage it's only real content that takes time and REAL thought. And hopefully provides value... for someone out there. It's just at this point... I have more fake cam girl followers than real people, so you could help a brother out by giving me a follow. Link in the comments 👇

Yes another conference post... This one was different though. It was a bunch of ecomm agencies keen to learn and grow. Even though many directly compete against each other. The truth is the ecomm world is big enough for all of us to have our own space to play. Thanks to Rachel Jacobs 🇺🇦, if you know her you know... She brings a wild, but connected group together. A shortlist of highlights: Got to share CRO for 3.5 hours with Evan Ó Gormáin and to be honest probably could have done it for twice as long it was so fun. Chatted post-click experiences with Jesse Bern from FERMÀT. Big things on the horizon! Grabbed some delicious BBQ with Steven Bell and talked about the powerful insights that KnoCommerce gives our clients. Played some ping pong with Sam Beqaj. I won't share the score... for his sake. Him and Bailey Newton are reshaping the returns process with Frate Returns. A you should have been there moment and probably the highlight of the trip was Sheldon Adams taking us back to West Virginia with his karaoke version of Country Roads. It was soooo good (flat) Isaac Woods would be proud. Got to hop on a pod with Jason Anderson and Brenden Rawson from Andzen. We argued about pop-ups and who should own them. It was quite contentious... Sponsored by incredible tech partners like Klaviyo Kimonix Frate Returns Channable Codup Rebuy Engine Shopify Stamped Gorgias Very thankful for communities like this. P.S. If I didn't mention you, it doesn't mean you don't have a special place in my ❤️

Just set that free shipping threshold to whatever “feels good” and forget it. So many brands do this. Don't be another one. Learn why and how to do it the right way below. In the case of a nearly 9 figure apparel brand that’s exactly what they did. They just threw up a threshold without any real data behind it. The data for free shipping thresholds is absolutely riveting. At least for me, but I’m a nerd 🤓 Here is what was so interesting about this brand: → Their metric on fire is add to cart to checkout (only 29% advance to checkout 🔥) → We believe part of the high abandon cart rate is due to the high free shipping threshold → Free shipping threshold is $150 → Only 17% of orders qualify for free shipping → Users that checkout with an order value over the free shipping threshold are 7% more likely to purchase → 54% of orders are between $51-$100 but it makes up 57% of checkouts → The average product price ordered in August was $85.12 after discount Based on these numbers alone it feels like a no brainer to address this as a potential point of friction. What we will be doing to test this: → We will be using Intelligems to test this → We will test thresholds between $70-$90 → may even look at no threshold → Our primary KPI will be ARPU → This way we can evaluate both CVR and AOV I will share the results in couple weeks! If you haven’t looked at your free shipping threshold in this way… What the hell are you doing? For more CRO tips and tricks follow me. Hit that freaking 🔔 #conversionrateoptimization #ecommerce #shopifyplus #abtesting #dataanalytics

Having worked as an ecommerce director and alongside dozens of 8 & 9 figure ecommerce teams knowing what to prioritize is the hardest part. A lack of focus is the biggest thing that will sabotage your growth. If you're not solving REAL problems  or capitalizing on CLEAR opportunities  that'll catapult your brand to new growth... You are probably just going an inch deep and a mile wide.  Running in circles. Barely moving the needle. In order to really produce long term sustainable growth you need to know where to focus otherwise you'll get stretched thin. I've seen it over and over again. That is why we developed the intra-site funnel approach. It's revolutionized our CRO approach at Enavi And given us the focus that has helped  catapult growth for countless ecomm brands. We dropped our first Looker Studio one-click report in 2023. Fast forward to today and now we've got v2.0. A nice face lift in collaboration with Jetmetrics. Thanks to Dmitry Nekrasov Eugenia Shtanova and Sheldon Adams for helping put this together. In ONE simple click you can follow a map of the intra-site funnel and understand where you should be focusing your on-site optimization efforts. Stop guessing start knowing where to focus. Comment "FOCUS" and I'll DM you the link. Don't forget to make sure we are connected. P.S. I know that GA4 has been extremely difficult to adopt this has been one of our ways to help you easily dig deeper than global metrics and Shopify analytics. P.P.S. There is definitely more to come. A webinar and a v2.5 of this report. Stay on the lookout 👀