SplitBase

We Help Lifestyle, Fashion and Luxury Ecommerce Companies Increase Profits Through Data & Experimentation, and our proven conversion optimization process is taking clients like L’Oreal + Kiehl’s to the next level. Want to be next?

As an ecommerce executive or marketer, you know increasing your website conversions would grow your sales, but you’ve got too much on your plate already.

Your team is at its limit. There’s just no possible way to build conversion optimization and more A/B testing into your daily workload. And you know simply running an A/B test here and there or changing a button color — isn’t the right way to get consistent results (plus it could seriously damage your conversions).

Our Testing Trifecta Methodology helps lifestyle, fashion and luxury brands like yours improve user experience and grow online through rigorous quantitative, qualitative and UX analysis, combined with A/B & AI testing.

Want a copy of our guide explaining our Testing Trifecta Methodology? Or would you like to schedule a free, 25 minute conversion assessment of your ecommerce store? Schedule it here: http://splitbase.com/conversion-assessment

CEO - Conversion Optimization & Conversion-Focused Design for DTC Ecommerce Brands

MeetRaphael.com

Helped clients of all sizes in various industries improve their web presence and increase their sales.

- Creation of complete digital marketing strategies
- Increased websites conversion
- A/B testing
- Social media strategies
- Email marketing automation / sales funnel creation
- Web analytics

Digital Marketing Consultant

Blockstream

Recruited directly by the CEO, Austin Hill, after their $21M seed round led by Reid Hoffman and Vinod Khosla, I led special projects that included partnerships, marketing, and implementation of scalable operational procedures.

Special Projects

DucatFlow

Bitcoin consulting, enterprise integrations and bitcoin ATM operations.

Also organized bitcoin events in both the USA and Canada, and was invited to talk in many corners of the world from NYC, Las Vegas to Lebanon.

Co-Founder/CEO

Propel ICT

Helped organize and coordinate Launch36's events, online marketing and bootcamps.

Co-op

Shopulse

Founder and CEO at Shopulse.com. An ecommerce store that aggregated the sales from the top luxury stores.

Founder

Idealinput

Owner and founder at Idealinput.com, an online marketing consultancy where we specialized in conversion rate optimization

Owner/Founder

MagieTeck.com

Online magic shop which later sold software for entertainers

Founder/Fondateur

CEO, SplitBase. Conversion Optimization & Landing Pages for DTC Brands.

CEO of SplitBase, we help 8 & 9-figure DTC ecommerce brands grow through conversion optimization and landing pages that get them more sales.

Through our Testing Trifecta methodology, we've generated a combined $100,000,000+ per year in additional revenue for brands like L'Oréal (Kiehl's, NYX, Urban Decay, Armani, YSL, Lancome, Biotherm), Dr Squatch, Manduka, Laura Geller, Amika, Glamnetic, Hyperice, and many more.

⭐️ "I can't rave more about the SplitBase team and the value we have gained” - Sharon Pak, Co-Founder, INH Hair

⭐️ “The end-to-end experience of working with the SplitBase team was incredible. The level of attention to detail that went into making this landing page is above and beyond. They also worked really well with our internal brand marketing teams to make sure we were creating a landing page based on brand performance marketing principles.” - Bobby M., VP of Digital - Laura Geller

⭐️  "Working with SplitBase has been a game-changer for us. Their comprehensive redesign of our main landing page boosted our conversion rate and allowed us to scale to new heights. They always have tests in the pipeline and really feel like they are part of our team. They've gone beyond just landing pages and worked with our media buyers to further maximize results." - Anthony Rumbello, Founder & CEO, NeuroMD

Through our optimization methodology, we're able to pinpoint exactly:

🎯 Where your website is leaking the most money (and how to fix it)
🎯 Which A/B tests and landing pages to launch to hit your growth goals
🎯 How to tailor your website messaging to get customers to convert

We've been helping e-commerce brands scale through Conversion Optimization for now over 7 years, and we'd love to make your brand our next success story.

I'd love to connect with you here on LinkedIn, and am always just an email away if there's anything I can help with (raphael at splitbase.com)

If you'd like to learn more about services or request a proposal, go to https://splitbase.com

Come work on cool 8 & 9- figure DTC brands by joining us at SplitBase!

It's time for us to grow the team, so we're looking for a Senior CRO Strategist, ideally based in Canada, USA, Europe, or Latin America.

This is a role where you'll have to manage clients, act as a consultant, dig into research, and create data-driven pipelines that get results.

5+ years of CRO experience required, and bonus if that's within an agency, or at an ecommerce brand.

Apply now if you're a fit!

Raphael Paulin-Daigle

CRO & Conversion Design for DTC brands: Transparent Labs, Oakcha, Amika, Dr Squatch, RMS Beauty & more. 12+ years in ecommerce optimization. Follow for daily A/B testing & conversion optimization insights.

Senior Conversion Rate Optimization (CRO) & Landing Page Manager

T-minus 48 hours.

11 years ago, I hopped on a plane to NYC with Dan Martell. And got pushed way out of my comfort zone.

...and what followed ended up being one of my most valuable business lessons.

It was my first time in NYC in years, didn't know anyone there, and I was about to launch a CRO agency. But I was also exploring the FinTech and bitcoin space looking to build my next start-up.

I had failed at building 2 marketplace-style startups, and was eager to build something. Luckily, I grew up close to Dan and he became a close mentor.

Dan said "I don't care if you don't live in NYC, you need to know everyone in the space there if you want to succeed in that space"

So, without telling me, he booked a venue and said "I booked a venue for you to host a lunch & learn, sell tickets, you'll meet a bunch of people, then pay me back". 

Now thing is, the venue was booked for... wait for it... 48 hours later. And we had space for maybe 40 people.

And all of a sudden, I was pushed way out of my comfort zone and faced challenges I never really faced:

1. I had to organize an event in NYC where I knew no one
2. If it didn't sell out, I'd have to pay back Dan, but I was broke and couldn't afford it.
3. And I had less than 48 hours to do it

I was pushed to think differently. I was facing constraints I'd never faced. 

48 hours later, I had messaged every single meetup, conference, and event organizer in the space. All the "influencers" in the space I could find.

And well, to my own amazement, we sold out.

The event happened.

And it was a success. I met a ton of people, and that single event got me 2 speaking gigs, and countless connections.

Out of this, I learned 3 incredibly valuable business lessons I still remind myself of every day:

1. Constraints create breakthroughs.

When you have unlimited time and resources, you overthink, plan and hesitate. But when you only have 48 hours and no money? You get creative. Some of the best business solutions come from having your back against the wall.

2. Magic happens outside of the comfort zone.

And sometimes you need someone to kick your butt out of it. 

3. Speed beats strategy almost every time.

Overthinking and overplanning don't always get better results. I had 48 hours and still sold out. Sometimes, you just need to take action.

What's your "48 hours to figure it out" story?

(Couldn't find a photo of that event specifically, but here's one from a dinner on the same trip)

Look, I've learned to use GA4 and know how to get pretty much anything I need at this point.

...but I still really miss Universal Analytics.

Who's with me?

Marketing and CRO folks, I've got a question for you:

I love Looker Studio. But I also hate it. 

We use it to visualize GA4 and BigQuery data, but it's often awfully slow to the point of being useless.

Instead, we often use spreadsheets that pull data from BigQuery. It's faster. Thing is, it's not as intuitive, as pretty for visualization, or easy to use for non-technical folks.

What's your solution? Any solution that's fast and easy to use?

BFCM isn’t won by bigger discounts. It’s won by smarter funnels.

During the busiest shopping weekend of the year, traffic surges and competition spikes, but conversion rates often dip.

Not because your ads are weak.

But because scaling beyond early adopters and converting colder BFCM traffic requires a different playbook.

Here’s how the top brands break through 👇

1️⃣ Rethink messaging for colder shoppers
Educate before you sell. Most BFCM buyers aren’t loyal, they need the “problem” spelled out before they see your product as the solution.

2️⃣ Go beyond discounts
Everyone can slash 30%. Few create bundles, trials, or entry offers that add value and convert bargain hunters into repeat customers.

3️⃣ Optimize funnels for complexity
More SKUs + more traffic = more friction. Quizzes, dedicated landing pages, and faster checkouts make the difference.

4️⃣ Treat BFCM as a springboard
Don’t stop at the sale. Post-purchase flows, cross-sells, and loyalty programs turn one-time buyers into long-term revenue.

💡 The takeaway:
BFCM is the ultimate stress test. Use it to find weak points, fix them, and accelerate past the 8-figure plateau.

👉 Follow me for more advanced CRO and landing page strategies before BFCM hits.

Advanced BFCM Strategies

I'm now convinced booking a vacation can be an incredible growth strategy.

At least, seems like it's been the case for me.

I'm about to go on a 16-day vacation next week. My team's more than capable of keeping things running well without me.

But as a founder and CEO, with incredibly ambitious goals and a pretty good momentum going on right now, I'm not gonna lie - taking a vacation isn't the easiest thing to do.

Now thing is, knowing that vacation was coming up, for the past 60 days I've somehow unlocked a new level of productivity I didn't know existed.

Having that deadline looming in that I can't move, and at the same time, having so many things I want to implement, launch, and accomplish ahead of that date, was, in some sort of way, a forcing function.

And somehow, I accomplished more in the past 60 days than I expected to do in double that time. We've even surpassed last quarter's growth in just 30 days.

This "constraint" ultimately forced me to:

- Cut all that was unnecessary, and hyper-focus on the 20% that drives 80% of the results
- Naturally shut down my shiny-object syndrome to focus on what mattered
- And to actually complete everything I started so things run and have an impact without me having to intervene.

And well, results followed.

So if you're looking for an ultimate productivity or growth hack, maybe booking a vacation is the solution.

Post-purchase CRO is the growth lever no one’s talking about in 2025.

Most brands pour all their energy into PDPs and ad funnels.

But the biggest revenue lifts we’re seeing right now?
They’re happening after the first purchase.

When the order confirmation is treated as the start of the relationship, not the end, everything changes.

Smart upsells increase AOV without feeling pushy.
Onboarding flows show customers how to get value fast.
Retention flows reduce churn before it even starts.

This isn’t just “lifecycle marketing.” It’s conversion optimization that compounds.

And in 2025, that’s where the real growth is hiding.

If your BFCM campaigns aren’t converting, the problem isn’t always your ads.
It’s usually what happens after the click.

We’ve seen brands pour budget into traffic…
…but send shoppers to product pages that weren’t built to convert.

The result? High spend. Low return.

That’s why the best brands don’t start with new designs or random “best practices.”

They start with a CRO process that shows what’s really working, and what’s silently draining revenue.

Here’s what winning teams do before scaling BFCM traffic:

✅ Focus on the 20% of pages that create 80% of friction
✅ Pair analytics with customer research (quant + qual)
✅ Treat every test as insight, not just “winners”
✅ Match ad messaging with landing page copy
✅ Optimize UX and speed before adding upsells

We broke down the full framework here 👇
If you want to turn holiday traffic into loyal customers, this is where to start.

Ecommerce CRO Guide How to Turn BFCM Traffic into Loyal Customers

The best ecommerce brands don’t just “add personalization.”

They map it to the customer journey.

- Browsing? 
They attract with tailored ads + AI recs.

- Exploring? 
They capture with smarter search + dynamic pages.

- Comparing? 
They nurture with reviews + bundles.

- Ready to buy? 
They convert with pricing, urgency, and frictionless checkout.

- After purchase? 
They expand with upsells + loyalty.

That’s not a tactic. It’s a system.

And it’s why top brands drive 40% more revenue from personalization than the rest.

So ask yourself:

Is your personalization following the journey?
Or leaving customers behind?

👉 Follow for data-driven tactics that move browsers to buyers.

Scaling paid traffic without optimizing your landing page?

That’s where growth stalls.

Ancestral Supplements was already investing heavily in Meta and Google ads.

Their hero product page was performing well… but “good enough” wasn’t enough to scale profitably.

Here’s how we unlocked +16% landing page CVR and +39% subscription conversions from the landing page 👇

The 3Ps

1/ Patterns = all research. Shopify + Google Analytics, heatmaps, scroll maps, customer polls, surveys, competitor research, voice-of-customer.

2/ Perception = brand lens. How the brand is positioned and perceived vs. competitors; the unique advantages we use to guide solutions.

3/ Proof = validation. We test Offers, Pathways (how people reach products, incl. landing pages), and Experiences (on-page content, copy, imagery).

What Patterns revealed:

– Trust signals needed to be stronger
– Content hierarchy didn’t match customer priorities
– Benefits weren’t clearly communicated
– Curiosity needed to drive more scroll depth
– Differentiation from alternatives wasn’t clear

What we did:

– Built a strategic testing roadmap
– Iterated landing page messaging and structure
– Optimized subscription offers
– Validated changes via Proof: tests across Offers, Pathways, and Experiences

Results:

✅ +16% increase in landing page conversion rate
✅ +39% increase in subscription conversion rate from the landing page
✅ Faster testing velocity → quicker decision-making

Even well-designed, already-converting pages can hide meaningful growth opportunities.

♻️ Share if this helped, and follow Raphael Paulin-Daigle for more CRO insights.

Ancestral Supplements Case Study

Here’s how we’ve added $28K, $63K, and even $84K per month to ecom brands ⚡

All from a single homepage optimization strategy.

We’ve run this type of test across beauty, fashion, and fragrance brands.

Different executions, same principle:
👉 Send visitors on the best path to purchase.

The truth?

Most homepages are built like brochures.
They look nice, but they don’t convert.

At SplitBase, we’ve optimized homepages for 8- and 9-figure DTC brands for over a decade.

We’ve tested hundreds of variations.
And proven that when your homepage highlights the right products, categories, or bundles… revenue follows.

Now it’s YOUR turn.

We built a full Figma teardown with:

✔ Homepage frameworks that drive conversions
✔ Real examples (good + bad)
✔ Prompts to uncover your brand’s most profitable paths

Want it?

1. Like this post
2. Comment “HOW”

and I’ll send it to you.

(Must be following so I can DM you!)

You might think your product pages are solid.

(But BFCM exposes all the cracks.)

The truth?

High-converting product pages aren’t about flashy design. They’re about using the right elements to guide shoppers to buy.

So what actually makes a product page work?

It’s how you:

Build trust instantly
Show proof that your product delivers
Remove hesitation before checkout

Why does it matter?

Because weak product pages = abandoned carts.
And abandoned carts = lost BFCM revenue.

Here are the 5 must-have elements:

1️⃣ Trust & Social Proof → Reviews, ratings, testimonials, press logos
2️⃣ High-Quality Visuals → Clear, fast, outcome-driven images
3️⃣ Clear Benefits → Go beyond features, show outcomes
4️⃣ How-To Guidance → Explain usage, routines, and steps
5️⃣ Address Customer Needs → FAQs, sizing, policies, Q&A

The key?

Don’t just copy “best practices.”
Customize these elements for your customers and test them.

Because high-converting product pages aren’t generic. They’re built to close.

📌 Save this.
➡️ Use it as you prep for BFCM.
♻️ Share it with someone still wondering why their pages don’t convert.

Want to win on social in 2025?

Then stop outsourcing your voice to the intern.

In this episode of Minds of Ecommerce, I sat down with Dylan Kim, co-founder and head of marketing at Brevitē, a brand that built its audience by leading with message, not just volume.

Dylan’s approach flips the usual playbook:

1️⃣ Start with the heart of the brand
Content has to flow top-down. Your vision, values, and customer pain points should shape every post.

2️⃣ Execution isn’t strategy
Posting just to “get reps in” is practice, not growth. True impact comes when your content answers: What are we trying to say? How are we helping our customers?

3️⃣ Consistency with clarity
Back in 2020, noise could still get views. Today, with thousands more creators in every niche, clarity and originality are the real differentiators.

The lesson?
Daily brand success isn’t about posting more, it’s about posting with purpose.

Watch the full episode: 
https://lnkd.in/e8T24YSY

“What does this smell like?”

That was the #1 question customers kept asking while shopping for a personal care brand.

The info was already there, hidden on product pages.
But our research showed shoppers bouncing back and forth between collection and product views just to find it.

We formed a hypothesis:
If we surfaced scent profiles earlier (via simple, visual filters), we could cut friction and improve conversions.

The result:
✅ +3.6% one-time conversion rate (100% probability to be best)
✅ No more tedious back-and-forth navigation

Why it worked:
We brought key decision-making info forward. By adding intuitive scent filters, customers could decide faster, with less guesswork.

Filters aren’t always the answer. 
But when they address a specific, validated pain point, they can transform the shopping journey.

👉 What recurring questions do your customers ask? And how early could you answer them?

Follow me for more real CRO wins and takeaways.

If you think Black Friday is just about bigger discounts, you’re missing the bigger picture.

Every year, I see brands stack 30%, 40%, 50% off on top of broken funnels.

The numbers look great for a moment - traffic’s up, orders spike - but the margin bleed is brutal.

And when you dig into the funnel, the pattern is obvious:

– PDPs loading slow under peak traffic
– Bundles confusing instead of clarifying
– Navigation that overwhelms instead of guiding

It’s not that customers suddenly stopped caring about discounts.
It’s that friction compounds when volume surges.

The brands pulling ahead this year aren’t racing to out-discount everyone else.

They’re cleaning up their funnels so when visitors arrive, the path to purchase is dead simple.
They’re removing hesitation before the code gets applied at checkout.

Discounts create urgency. But clarity and experience create conversion.

Your CRO programs don’t fail because the tactics are wrong.

They fail because your team stops adapting.

The best operators treat CRO like an ongoing experiment, not a fixed playbook.

Here’s what that looks like in practice:

- Constantly scanning the market
- Pulling insights from podcasts, articles, and peers
- Running structured tests instead of relying only on instinct

Why it works:

1/ Learning never stops
– Yesterday’s “winner” might flop today
– External signals fuel better hypotheses

2/ Instinct + Input = Stronger CRO
– Base knowledge guides direction
– Market insights validate what’s worth testing

3/ Sales follow agility
– The moment you stop listening and adapting, your conversions stall
– Keep evolving, and you stay ahead

This is CRO as a culture, not a checklist.

The brands that grow fastest are the ones that test, adapt, and repeat every single week.

♻️ Repost to remind teams CRO is a culture, not a checklist
➡️ Follow for more CRO insights on testing, adaptation, and growth

In this episode of Minds of Ecommerce, I sat down with Joe Carr, co-founder and president of Serenity Kids, the baby food brand born out of failure and rebuilt through listening.

Before Serenity Kids, Joe and his co-founder had already failed at two startups.
Both made the same mistake: building what they wanted, not what customers needed.

This time, they flipped the script.

Here’s how they found their niche and built one of the fastest-growing baby food brands in the U.S.:

1️⃣ They started with a real problem

As new parents, Joe and his partner couldn’t find healthy baby food options.

When they asked other parents, everyone said the same thing: We want that too. That instant validation became their green light.

2️⃣ They tested demand early

Using performance marketing, they learned fast. If people clicked and bought, great. If not, they adjusted. Real-time feedback replaced guesswork.

3️⃣ They stayed close to the customer

They couldn’t demo baby food in stores, so they invested in trade shows instead.

Those conversations revealed insights they’d never have found online, like how central meat was to parents’ feeding choices.

The result?

A brand built not from founder ego, but from customer truth.

—

🎧 Watch the full episode here: https://lnkd.in/eh5Srupp

If you think Google’s new AI Overviews are just “free traffic,” you’re missing the bigger picture.

I keep hearing brands celebrate the spike in clicks.
The dashboards look great, sessions are up, and everyone feels like they’re winning at SEO again.

But here’s what most aren’t seeing:
That traffic isn’t converting the way it used to.

Visitors arriving from AI Overviews come in colder.
They don’t see your full ad.
They don’t go through a presell.
They just click a single line of auto-generated text.

And when you dig into the numbers, the pattern is obvious:
– Bounce rates climb
– Time on site drops
– Add-to-cart stalls

It’s not that your funnel suddenly broke.
It’s that the intent changed.

Ads used to handle the education, trust-building, and framing before a visitor ever landed.

Now all of that work has shifted onto your site.

The brands adapting fastest aren’t patching things with pop-ups or discounts.
They’re rebuilding their pages to teach faster, surface proof earlier, and remove hesitation before checkout.

AI Overviews aren’t going anywhere.
The question is whether your site is ready for traffic that shows up with zero context.

BFCM isn’t won by the brands with the biggest discounts.
It’s won by the ones with the smartest landing pages.

After analyzing dozens of BFCM pages and hundreds of tests, here’s what the top performers all do differently 👇

Which part of the site do you think would drive the biggest lift in revenue?

Most people wouldn’t guess it would come from search suggestions on mobile.

But a recent test proved otherwise, and it increased mobile revenue per user by 9.5%.

Here’s what we found:

An analytics deep-dive revealed three patterns:

1️⃣ Users who searched converted well
2️⃣ Most searches happened on mobile
3️⃣ 80% of searches were for the same popular products and categories

So we formed a hypothesis:

If we surfaced popular search terms and products before typing, we could reduce friction on mobile and get shoppers to products faster.

✅ Control = standard search box

✅ Variant = advanced search with:
– Top category suggestions
– Bestsellers (with prices)
– Traditional search is still available

The results?
Mobile RPU increased by 9.5%
Search drove stronger mobile metrics across the board

Why did it work?

Typing on small screens is clunky. By guiding shoppers to what they were already looking for, we made the path to purchase smoother, and revenue followed.

Takeaway: Streamlined search = higher conversions. Anticipating needs beats making people type.

👉 Has your mobile search caught up with shopper behaviour?

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