Google Ads: Turn Local Searches into Store Visits with Hannah Zora Strong, Zora Marketing

Hannah Zora Strong has spent the last 14 years managing and auditing 100s of Google Ads accounts, and regularly shares her expertise at many Google Ads conferences. She’s worked for some of the biggest agencies in the UK, and for the last 4 years has been running her own called Zora Marketing.In this episode, Hannah takes us through how to use Google Ads for local advertising, from setting up your Google Business Profile and tracking store visits to using Performance Max and local inventory ads to drive more customers to your stores.Dive in:[05:39] Linking Google Business Profile and Ads[07:41] GA4 and Business Profile merge[12:07] Setting up local Google Ads[13:39] Using Performance Max for ads[17:50] Setting campaign goals and optimization[21:27] Setting up local inventory ads[24:28] Insider Tips from Hannah!Connect Your Google Business Profile to Google AdsIf you have physical stores, your Google Business Profile is the starting point for local Google Ads. Make sure each location is owned, accurate, and linked to your Google Ads account. This lets you connect ad activity with actions such as store visits, calls, website clicks, and directions. It also gives you a stronger foundation for local SEO and reporting.Use Performance Max and Local Inventory to Reach Nearby ShoppersPerformance Max can help retailers put their products and physical stores in front of local shoppers across Google, including Google Maps. Local inventory ads take this further by showing shoppers which products are available at a nearby store. Together, these tools can connect online product searches with store visits and click-and-collect sales. The key is to make sure your product, location, and stock data are accurate so Google has the right information to show shoppers.Give Google the Right Data to Optimise Your Local CampaignsGood local advertising depends on good conversion data. If you want Google to optimise for store visits as well as eCommerce sales, give those visits a realistic value based on your average order value and in-store conversion rate. Then keep reviewing performance by location and exclude areas that waste spend. Hannah's wider advice is to get conversion tracking right from day one, so Google's automated bidding has useful data to work with.Takeaways:Local stores can drive real-life footfall with Google Ads. Don’t overlook the power of linking your Google Business Profile for maximum impact and measurability. Your digital ads can truly bring customers to your door.Conversion tracking is the backbone of effective Google Ads. Nail your set-up from day one, and watch as smart bidding optimizes for what really matters: actual results, not just clicks.Performance Max campaigns are your secret weapon for local advertising. Appear on Maps, target people nearby, and drive in-store traffic with tailored offers and relevant ad copy.Assigning value to store visits is crucial. Calculate your in-store conversion rate and average purchase, and Google Ads can optimize not just for clicks, but for walk-ins that truly matter.Keep a close eye on your location and product data: exclude what isn’t working, double down where it is. Local marketing success is built on these continuous, intentional tweaks.Find the notes here: https://keepopt.com/320Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Jyll Saskin Gales spent 6 years at Google helping their largest advertisers to grow internationally. Now she’s all about helping all of us to improve our Google Ads results via her coaching and courses, the “Inside Google Ads” Podcast AND her bestselling, book “Inside Google Ads: Everything you need to know about Audience Targeting”.In this episode, Jyll cuts through the latest Google Ads updates, explaining which new features are worth using and which you can safely ignore. She also shares what advertisers should be doing now to prepare their campaigns for the holiday season.Dive in:[04:58] Explaining Google Shopping campaigns[09:12] Explaining Smart Bidding Exploration[11:17] Explaining Customer Lifecycle Goals[13:17] Common Google Ads mistakes[19:33] Google Merchant Center AI features[23:11] Using AI for product photos[25:49] Using YouTube for holiday campaigns[29:52] Insider Tips from Jyll!Focus on the Google Ads features that can improve holiday performanceGoogle is adding more bidding, targeting and automation features, but that does not mean every eCommerce business needs to use them. Jyll recommends starting with the features that solve a clear problem in the account. For example, Maximize Conversion Value can help Shopping campaigns focus on revenue rather than clicks, while Promotion Mode is designed to help campaigns respond to a sales period. The key is to choose features that match the business goal and the campaign stage. Don’t switch on new features simply because they are new.Get your customer data and product feed right before relying on AIGoogle’s newer features depend more than ever on good data. Customer Lifecycle Goals can help advertisers target new, existing and high-value customers, but only when the customer lists are set up correctly. Jyll also highlights the growing importance of the Merchant Center feed, with new product attributes helping Google understand and present products in more ways. This means eCommerce brands should review their customer lists and product data before the holiday rush. Better inputs give Google’s automation and AI a stronger foundation to work from.Don’t chase every new AI featureAI Max for Shopping, AI creative tools and new automated campaign features can open up new opportunities. But Jyll’s advice is not to adopt every feature just because it is available. AI Max for Shopping, for example, offers a middle ground between Standard Shopping and Performance Max for advertisers who want more automation. Google’s AI tools can also help smaller teams create backgrounds, scenes and video assets without relying on a large creative team. The best approach is to test the features that solve a real need, while keeping strong campaign structure, tracking and creative fundamentals in place.Prepare for the holidays early and resist the urge to over-optimiseHoliday Google Ads success starts well before Black Friday. Jyll recommends having the holiday strategy locked by September and campaigns ready by October at the latest. eCommerce brands should plan beyond Black Friday and Cyber Monday, including December, post-Christmas and potentially January. She also warns against making constant changes in the name of optimisation, as too much testing can hurt performance. Plan early, give campaigns time to work and focus your changes on the things that can make a real difference.Takeaways:Ads don’t fix a bad offer – they amplify it. Before pouring budget into Google Ads, ensure your product has genuine demand and your website converts. Otherwise, it’s just burning money on more of the same.AI is transforming Google Ads, but the basics still win. Solid campaign structure, tight conversion tracking, and a well-managed Merchant Center feed prepare you for every new algorithm or shiny update.Creative in eCommerce isn’t just pretty images. Google now values videos, lifestyle shots, and even product Q&As. Feed your Merchant Center rich, diverse content to stand out in the age of AI shopping.Build demand before you capture it. Don’t wait for Black Friday to launch ads; start video and demand gen campaigns months ahead. Warm audiences convert better and help sustain sales beyond peak season.Resist the urge to optimize everything daily. Zoom out, do less, and focus on big strategic changes. Sometimes, the real magic comes from stepping back and letting strong fundamentals do their work.Find the notes here: https://keepopt.com/319Support our Sponsors >> Get your free Audit from Stellar Search >> https://keepopt.com/stellar**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Elena Kostova is head of marketing at Uxify, an AI-native digital experience platform that helps websites achieve flawless user experience and double engagement.In this episode, Chloe and Elena explore where AI can genuinely improve eCommerce conversion rates, where human judgment still matters, and how brands can start using AI for CRO without risking their website or their brand.Dive in:[06:23] Balancing AI and human roles[09:24] AI automation in eCommerce[11:21] Analyzing user behavior data[14:02] AI agents in CRO for small brands[18:22] Changing AI and data trends[22:36] Insider Tips from Elena!Start with low-risk AI wins before automating everythingElena’s biggest message was simple: start small. Measure a real problem before you use AI to fix it. Begin with tasks such as image optimization, site speed, or friction removal. These changes are low risk and easy to monitor. Once you see results, you can expand AI into more advanced CRO work.Keep humans in control of branding and copyAI is useful for optimization, but it should not define your brand. Elena warned that shoppers can often spot AI-generated copy and imagery. Generic content makes stores look similar and reduces differentiation. Your product story, tone of voice, and visual identity still need a human owner. Use AI as an assistant, not as the final decision-maker for brand experience.AI changes CRO from periodic testing to continuous optimizationTraditional CRO often relies on planned A/B tests that run for weeks. Elena explained that AI agents can optimize parts of the customer journey in real time. They learn from browsing behavior and keep improving as more data arrives. This is especially valuable for smaller Shopify stores that do not have enough traffic for constant formal testing. eCommerce teams can spend less time on routine optimization and more time on strategic growth work.Takeaways:AI is everywhere, but real brand magic comes from genuine experiences and human stories. People can spot AI-made content a mile away. Authenticity is what wins hearts in the long run.Letting AI handle routine tasks on your website unlocks time for your team to focus on creativity and brand building. Tech is powerful, but human touch defines the culture behind a business.The future blends AI-driven personalisation with conversion optimisation. But when it comes to your story, keep a human in the driver’s seat. Your brand’s unique voice matters more than ever.Optimising your user experience? Start small, measure everything, and use AI where it makes sense. Culture of experimentation leads to innovation, even with the help of advanced tech.As digital spaces evolve, the most successful brands will be those who merge AI efficiency with soul. Tech is the engine; culture and story are the fuel. Never lose sight of what makes you distinct.Find the notes here: https://keepopt.com/318**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Jordy Scholing is co-owner of RUMVision, where he and the team are obsessed with eCommerce site speed, especially all things Core Web Vitals. Trusted by over 750 companies including Loop Earplugs and Suzuki.In this episode, Chloe and Jordy unpack how site speed affects bounce rates, SEO, and conversion rates – and why Core Web Vitals should be monitored continuously, not checked once and forgotten. They also share practical ways to turn performance data into actions that improve the customer experience and drive more sales.Dive in:[04:56] Improving website loading speed[09:54] Web performance monitoring tools[13:08] Audience differences in web traffic[16:30] Importance of Core Web Vitals[18:33] Optimizing website speed for users[21:43] AI's impact on web layout shifts[23:37] Insider Tips from Jordy!Site speed is a conversion problem, not just a technical problemJordy explained that shoppers can leave a site in seconds if it feels slow. On mobile, it only takes one swipe to return to Google and choose a competitor. That means every extra second can hurt revenue. Fast landing pages are important, but the rest of the journey matters too. Product pages, carts, and checkout pages must all feel quick and responsive if you want to reduce bounce rates and increase sales.Core Web Vitals should be monitored continuouslyOne of the biggest lessons in the episode was that Core Web Vitals are not fixed numbers. Performance changes based on the visitor’s device, internet connection, location, and browsing conditions. A campaign that attracts more users on cheaper smartphones can make your performance scores worse overnight. That is why Jordy recommends monitoring real user data regularly, not checking a score once a year. eCommerce teams should treat site speed like a live business metric and keep it on their dashboards.Passing Core Web Vitals is only the starting pointJordy made a useful distinction between SEO and CRO. For SEO, the goal is to pass Google’s Core Web Vitals thresholds. For CRO, the goal is to make the experience fast for as many customers as possible, including slower users. He suggested focusing on the slowest segment of visitors, because that is often where the biggest conversion gains are hidden. Small improvements add up, so teams should prioritize practical fixes, measure the impact, and keep optimizing over time.Takeaways:Did you know if your website takes over 3 seconds to load, half your visitors might leave? In our fast-paced digital world, user patience is lower than ever. Speed isn’t just tech – it’s part of your brand experience.Core Web Vitals aren’t just numbers. They change depending on who visits your site, on what device, and from where. True digital culture means continuous improvement, not a one-time fix.Focusing on the slowest 25% of your website users can yield bigger conversion gains than just optimizing for the majority. Serving everyone well is a mark of inclusive digital culture.Speed and sustainability go hand-in-hand. Lighter websites use less energy and are more accessible to all users. Making your site faster isn’t just good business. It’s the responsible thing to do.Web performance affects not only user experiences but also AI interactions. Building a better, faster site today means you’re ready for the next wave of digital culture: AI-powered browsing!Find the notes here: https://keepopt.com/317 **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Carolina Dibb set up her own CRO consultancy in 2023 after working with mega brands including Amazon, MR PORTER, and the British Museum Company. At her consultancy she help’s independent eCommerce brands understand customer behaviour and improve website performance through customer insight, analytics and optimisation strategy.In this episode, Carolina explains how to move beyond surface-level metrics and use customer behaviour data to uncover what’s really stopping shoppers from converting. She shares a practical framework for identifying opportunities, prioritising changes, and making smarter optimisation decisions.Dive in:[05:38] Identifying and optimizing narratives[07:22] Analyzing Metrics and Conversion Rates[13:26] Optimizing eCommerce conversion rates[14:24] Challenges of A/B testing in marketing[19:29] Reviewing metrics for strategic focus[21:44] Improving product setup processes[25:27] Insider Tips from Carolina!Let Customer Behaviour Data Lead Your CRO StrategyThe best CRO decisions start with data, not opinions. Carolina explains that many brands jump straight to solutions before understanding the real problem. Instead, look at your analytics, heatmaps, and customer feedback together to uncover the story behind the numbers. Break your data down by product, page, traffic source, or customer type to find patterns. When you understand how customers actually behave, you can focus your efforts where they will have the biggest impact.Turn Metrics Into Actionable InsightsA conversion rate is just a number until you understand what is driving it. Carolina encourages brands to dig deeper instead of looking at overall performance alone. Find out where shoppers are dropping off and why. Someone who never adds to cart needs a different solution than someone who abandons checkout. Looking at customer behaviour in context helps you build stronger hypotheses and make smarter optimisation decisions.Focus on Continuous Improvement, Not Perfect TestingNot every website change needs a complex A/B test. Carolina says many proven best practices, like adding reviews or improving product descriptions, can simply be rolled out and monitored. The key is to make changes methodically and track what happens afterwards. Review your conversion data regularly and let it guide your next priority. CRO works best when it becomes an ongoing process of learning and improving, rather than a one-time project.Takeaways:Carolina urges us to let data guide website improvements. Stay curious, dig deeper into analytics, and keep an open mind about what really needs fixing in your business.Heatmaps are an underrated superpower. They reveal how humans actually navigate your site, showing what gets noticed and what’s ignored. Observing real behavior builds empathy and sharper decisions.Don’t get stuck chasing the one magic metric. Carolina recommends layering qualitative and quantitative insights. Pair stats with real customer feedback for that holistic, human-centered perspective.Processes protect your learnings. Carolina stresses the value of repeatable SOPs for site changes so you don’t relearn the same things every year. Culture happens in the systems you create.Culture of curiosity for the win. Keep asking, observing, and adjusting as the world changes. Making time for monthly reviews ensures brands grow with their ever-evolving customers.Find the notes here: https://keepopt.com/316**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Ashu Dubey is CEO of Alhena AI, where they’re focused on reshaping the future of online shopping through AI innovation from AI Search engines through to every customer interaction. Clients include Victoria Beckham, dryrobe, Crocus, and Unilever Prestige.In this episode, Ashu joins Chloe to break down the five conversion mistakes quietly costing eCommerce brands sales, from confusing product pages to underused AI tools. He shares practical fixes you can implement quickly to improve conversions, create a better shopping experience, and turn more visitors into buyers.Dive in:[05:10] AI personal shopping agents[09:32] Designing Clear Website CTAs[12:11] Improving chatbot engagement[16:25] AI nudges for indecisive shoppers[18:45] Improving social interaction in shopping[20:57] Educating users on AI capabilities[23:55] Insider Tips from Ashu![29:56] Episode sponsored by Alhena AI. Head to Alhena.ai https://alhena.ai/ to book a demo.1. Making every CTA screamMany eCommerce sites add too many bright buttons and promotional messages to the product page. These extra calls to action compete with the Add to Cart button. Shoppers get distracted and stop moving toward purchase. Ashu’s advice is simple: give each page one clear primary action. Every other button, banner, or tool should support that action, not fight with it.2. Hiding your best sales associate in a chat bubbleBrands often invest in powerful AI tools and then hide them in a small chat icon. Most shoppers only use chat bubbles for support questions after a purchase. They rarely think to use them for product discovery. Ashu recommends placing AI prompts directly on product and category pages. Make help visible where shoppers are already making decisions.3. Assuming shoppers know what they wantFilters and product grids work for confident buyers, but many visitors arrive unsure of what to choose. A good store associate asks questions and narrows the options. Ashu believes your website should do the same. Use AI or guided prompts to ask a few simple questions and recommend the best products. This reduces choice overload and helps shoppers buy faster.4. Forgetting that shopping is socialShopping is often a social activity, but most online stores treat it as a solo task. Customers want feedback from friends and family before they buy. Ashu suggests making products, outfits, and recommendations easy to share. A simple sharing flow can keep shoppers engaged with your site instead of sending them elsewhere. More social interaction can lead to more carts and more completed checkouts.5. Assuming shoppers know what modern AI can doModern retail AI can recommend shades, build routines, suggest outfits, and answer complex product questions. Most customers do not know these features exist unless you tell them. Ashu says brands must actively explain AI capabilities within the shopping journey. Use clear prompts such as “Find my shade” or “Build my skincare routine.” When shoppers understand the value, they are far more likely to use the tool and convert.Takeaways:Shopping has always been social. Think friends, family, conversation. Why settle for a sterile online experience? Make your ecommerce journey more interactive, and watch both joy and conversions soar.Hiding your AI assistant behind a bland chat bubble? Don’t! Put helpful, proactive tools front and center on your site. The best tech deserves a stage, not a corner.Don’t assume customers know what they want. Online needs the same gentle guidance as in-store. Smart nudges and product suggestions rooted in real needs make shoppers feel understood.Too many flashy CTAs? Simplify. Clarity creates confidence. When your site is clear and focused, customers can glide to checkout without distraction and love you for it.AI is ready to do more than answer 'where’s my order?' Let shoppers know everything it can do: from finding a shade to styling a look. Educate, and your new tech becomes their favorite helper.Find the notes here: https://keepopt.com/315**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Rebecca Boyle is a brand strategist and fractional CMO at Lissah & Boyle.In this episode, Rebecca explains how identifying and fixing trust gaps can dramatically improve your conversion rate. From creating a distinctive brand voice to using stronger social proof and customer research, she shares practical ways to build confidence and turn more visitors into customers.Dive in:[06:09] Using visuals for credibility[09:42] Using a consistent brand voice[13:28] Understanding Unique Selling Points[17:09] Improving product testimonials and guarantees[20:13] Connecting Emotion to Product Benefits[22:09] Understanding Ideal Customer Profiles[25:49] Insider Tips from Rebecca!Trust is built long before the checkoutMany brands think about trust only at checkout. Rebecca explains that trust starts much earlier. Every touchpoint matters, from your social posts to your homepage and product pages. Small signals like clear messaging, testimonials, guarantees, and consistent branding all help customers feel confident. When shoppers trust your business at every stage, they are more likely to buy and less likely to compare you with competitors.Differentiate your brand, not just your productsIf your products are similar to everyone else's, your brand needs to stand out. Rebecca encourages businesses to focus on what makes them genuinely different. That could be your customer service, your personality, your expertise, or the experience you provide. Then make that difference visible in every piece of copy you write. A consistent brand voice helps customers remember you and gives them a reason to choose you over another store selling similar products.Write for your customer, not your productProduct features are important, but they rarely close the sale on their own. Customers want to know how a product solves their problem or improves their life. Rebecca recommends talking to customers, reading reviews, and using forums like Reddit to understand the language they use. That research helps you write copy that feels relevant and relatable. The better you understand your audience, the easier it becomes to create product pages that convert.Takeaways:Consistent branding doesn't just attract customers; it helps recruit top talent. When your reputation stands out, people gravitate toward you, inside and outside your business. How are you building that recognition into your culture?Differentiation isn't about being extraordinary. Sometimes, it's the small, authentic touches—amazing service, humor, true care—that make your brand memorable and trusted in a crowded marketplace.Real trust comes from specifics. Generic testimonials and vague guarantees trigger doubt. Give tangible examples, clear promises, and authentic stories to bridge the trust gap with your audience.To connect deeply, speak your customer's language. Research their hobbies, pain points, and daily routines, and tailor your messaging as if writing to a friend, not a faceless buyer. True relevance builds loyalty.In a world flooded by AI and automation, human connection is your advantage. Let your authenticity and personality shine in every interaction. The future belongs to brands that feel real.Find the notes here: https://keepopt.com/314**** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Chintan Doshi is Senior Director of Marketing Automation at Mavlers, a global email marketing and CRM agency with over 700 people across 52 countries. Day to day he works across multiple platforms including Salesforce Marketing Cloud, Braze, Klaviyo, and HubSpot, driving performance for global clients.In this episode, Chintan explains why email deliverability is the result of a strong lifecycle strategy—not just technical setup. He shares practical advice on building customer trust, maintaining list health, and measuring the metrics that really drive long-term email performance.Dive in:[08:24] Impact of Email Deliverability Issues[12:23] Building Email Inbox Trust[15:11] Focusing on customer behavior signals[18:47] Focusing on meaningful email metrics[19:52] Analyzing email marketing metrics[23:38] Email marketing frequency and list hygiene[28:46] Importance of channel-specific consent[32:15] Improving email engagement strategy[33:35] Insider Tips from Chintan!Episode sponsored by Mavlers. Book a meeting with the Mavlers team at https://www.mavlers.com/  Treat Deliverability as a Business Strategy, Not a Technical ProblemMany brands think email deliverability is just about authentication and inbox placement. Chintan argues that it starts much earlier. It comes from sending relevant content to people who actually want to receive it. When subscribers engage with your emails, inbox providers reward your sender reputation. Better deliverability leads to more opens, more clicks, and ultimately more revenue.Prioritize a Healthy Email List Over a Bigger OneA large email list is not always an advantage. Chintan recommends focusing on engaged subscribers instead of trying to email everyone. Make it easy for people to unsubscribe if they no longer want your emails. Regularly remove inactive contacts and run win-back campaigns before sunsetting them. A smaller, healthier list will outperform a large database filled with disengaged subscribers.Measure Business Results, Not Vanity MetricsOpen rates are no longer the best way to judge email performance. Privacy changes have made them much less reliable. Instead, Chintan recommends tracking metrics like clicks, purchases, website activity, customer retention, and revenue per recipient. These metrics show how email contributes to real business growth. They also help you make smarter decisions about your lifecycle strategy and future campaigns.Takeaways:Email marketing success isn’t just about flashy campaigns; it’s about building trust. When subscribers feel valued and engaged, deliverability and revenue follow naturally. Focus on customer experience, not just the numbers.Let unsubscribers go! Forcing engagement hurts reputation long-term. Easy exits show respect, keeping your list (and brand) healthy. Quality beats quantity always.Privacy changes mean open rates are vanity metrics now. Actions—clicks, purchases, real engagement—are the new gold. Optimize for what your subscribers actually do, not just what they see.A governance model in email isn’t boring; it’s essential. Clear ownership, frequency caps, and regular list hygiene protect both your brand and your customers. Proactivity wins over panic.Before automating everything, nail your fundamentals: proper authentication, genuine consent, and transparent data practices. The boring stuff builds the foundation for creative, sustainable growth.Find the notes here: https://keepopt.com/313Try Klaviyo for free >>> https://keepopt.com/klaviyo **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Nina De la Cruz is one of the team at Getsitecontrol, an on-site engagement and email marketing platform used by 1,000s of eCommerce brands worldwide.If your email performance has started to slip, your list could be the culprit. Nina reveals how better list hygiene can improve engagement, strengthen deliverability, and help you get more value from every email you send.Dive in:[04:51] Importance of cleaning email lists[07:05] Email list cleaning steps[11:48] Email list cleaning strategies[14:44] Evaluating aggressive list growth strategies[18:17] Insider Tips from Nina!Treat Your Email List as an Asset, Not a Vanity MetricMany brands focus on growing their email list as quickly as possible. Nina argues that list quality matters more than list size. A large list filled with inactive or disposable addresses will hurt your results. It can reduce engagement rates and damage your sender reputation. eCommerce brands should focus on attracting subscribers who genuinely want to hear from them and are likely to become customers.Clean Your List Before Problems Affect DeliverabilityEmail list cleaning should happen before deliverability issues appear. Nina highlights three key moments to review list quality: during platform migrations, after aggressive list-building campaigns, and before re-engagement sends. These activities often introduce low-quality or inactive contacts into your database. Sending to those contacts can trigger spam filters and lower inbox placement rates. Regular list cleaning helps ensure your best customers continue receiving your emails.Use Engagement Data to Protect Future PerformanceMailbox providers are paying more attention to how subscribers interact with your emails. If too many people ignore your messages, future campaigns may struggle to reach the inbox. That makes subscriber engagement a critical metric for every eCommerce marketer. Nina recommends automating re-engagement campaigns and removing contacts who no longer interact with your brand. A smaller but highly engaged audience will often generate better results than a much larger inactive list.Takeaways:Rethink your email list: it’s not just a number, it’s an audience you’re responsible for. Focus on building genuine relationships, not just growing for growth’s sake. Real engagement beats noise every time.Email deliverability isn’t just technical; marketers have more control than they think. Cleaning your list regularly helps boost reputation and ensures your messages reach actual people, not empty inboxes.Removing disengaged and invalid contacts is crucial. Don’t pay for contacts who don’t care, and protect your sender reputation by keeping your list healthy. Quality over quantity wins in the inbox.Big campaigns? Always clean your list. Whether you’re migrating to a new platform, running giveaways, or reactivating dormant lists, start with quality data so you don’t damage your sender reputation.Automate your list hygiene: use double opt-in, re-engagement campaigns, and quality checkers. The cleaner your data, the better your results, and the truer your email stats and campaign insights.Find the notes here: https://keepopt.com/312Try Klaviyo for free >>> https://keepopt.com/klaviyo **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Taras Talimonchuk is the CMO at Claspo, experts in popups for both email sign ups and CRO. As well as providing excellent popup software (we use it ourselves on the Keep Optimising and other websites!) they also do a TON of research into what’s working.If your popup strategy begins and ends with "10% off for your email address," this episode will give you a lot to think about. Taras reveals how leading brands are using segmentation, personalization, and gamification to turn more website visitors into loyal subscribers and customers.Dive in:[06:20] Identifying buyer journey stages[08:13] Tailored customer pop-up strategies[10:49] Optimizing pop-up marketing tactics[14:45] Implementing Spam Prevention Checks[17:44] Testing email gate strategies[23:01] Cart recovery strategies[25:06] Discussing popup strategies[25:36] Insider Tips from Taras!1 - Improve How You Deploy Your PopupsMost brands still show the same popup to every visitor. Taras argues that this approach leaves money on the table. Instead, tailor your popups based on who the visitor is, where they came from, and where they are in their buying journey. A first-time visitor from Google may need education or a quiz, while a returning visitor may respond better to an offer. The more relevant the popup, the more likely it is to convert the right people into subscribers and customers.2 - Focus on Data Quality, Not Just List GrowthA bigger email list is not always a better email list. Bots and fake signups can damage your sender reputation and hurt deliverability. That means your emails may stop reaching genuine customers. Taras recommends validating email addresses before they enter your ESP and regularly reviewing signup quality. Clean data leads to better engagement, better deliverability, and more revenue from email marketing.3 - Use Gamification the Right WayGamified popups can drive excellent results when they are simple and fair. Many brands make the mistake of hiding rewards behind an email gate or creating games that feel rigged. Instead, let visitors play first and reveal the reward before asking for an email address. This creates trust and improves the overall experience. Make sure the game fits your brand and feels like a natural part of the customer journey.4 - Personalize the Popup ExperiencePersonalization should start before someone joins your email list. Taras shared examples such as showing cart contents in an exit popup or tailoring popup copy to the keyword that brought the visitor to your site. These small touches make the experience feel more relevant and helpful. Visitors are more likely to engage when the message matches their intent. Better relevance usually leads to higher conversion rates and stronger long-term customer value.Takeaways:Pop ups aren’t just tools for quick wins. Rethink them as the first step in building lasting customer relationships, not just collecting email addresses for a single blast. Start with connection, not the discount.Why offer the same pop up to everyone? Personalized triggers—based on journey, source, and behavior—are key. One size does not fit all in a world of nuanced online experiences.Beware the “discount hunter” list. Taras highlights the power of attracting subscribers genuinely interested in your brand journey, not just one-off deals. Loyalty starts at first contact.Gamification works when it’s fair and fun. Avoid games that feel rigged. Reward honestly and let them play first, then ask for emails. Trust is everything in digital experiences.Data hygiene matters. Pop ups can attract bots, polluting your email base. Filtering for quality leads protects your brand’s reputation and improves results. Think clean from the start.Find the notes here: https://keepopt.com/311Try Klaviyo for free >>> https://keepopt.com/klaviyo **** Get all the links and resources we mention & join our email list at https://keepopt.com Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://keepopt.com/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy