Jessie Toulcanon

Here is my personal CRO Checklist with 140 ideas to optimize your product page (PDP)⚡️ I went through our database with 2,500 A/B-Tests, and broke down the most universal and important CRO checkpoints. Whats included: → 17 Shipping & returns ideas → 6 Customer support ideas → 19 Pricing & options ideas → 7 Product overview ideas → 12 Image & media ideas → 15 Product detail ideas → 9 Cross & upsell ideas → 12 Call to action ideas → 19 Social proof ideas → 6 Trust Signal ideas → 8 Promotions ideas → 4 Navigation ideas 𝗛𝗲𝗿𝗲 𝗶𝘀 𝗵𝗼𝘄 𝘆𝗼𝘂 𝘂𝘀𝗲 𝘁𝗵𝗶𝘀 𝗹𝗶𝘀𝘁: 1. Go through and see what KEY elements you are missing 2. Determine priority of ideas (List is sorted by cost & impact) 3. Validate data with our idea description & psychological whys included. 4. Test and implement 𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝗶𝘁: 1. Like this post 2. Comment "PDP" and I'll send it to you. P.S. Repost for priority access

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this one JSON file makes your ad copy feel psychic it’s called a context profile and it’s the missing piece in 99% of AI-powered marketing here’s how to build one (and why it matters)   most brands dump raw Shopify exports into GPT and expect personalized marketing. what they get is generic garbage. because without structure or context, your AI is guessing. the output sounds generic because the input is generic a context profile fixes that. it’s a structured snapshot of a customer’s behavior: - order history - site activity - promo engagement - avg order value - product preferences - churn signals and it’s stupid simple to build: 1. pull the data that matters use n8n, Triple Whale, or Shopify’s API to grab: – last 180 days of orders – email/promo activity – on-site behavior (viewed collections, abandoned carts, quiz data) – customer tags or notes 2. structure it as JSON (example below): {  "name": "Emily",  "email": "[email protected]",  "customerType": "Returning",  "lifetimeSpend": 742,  "averageOrderValue": 62,  "lastOrder": "2024-06-01",  "orders": [   {    "date": "2024-06-01",    "products": ["Night Gummies", "Hydration Tabs"],    "orderValue": 69   },   {    "date": "2024-03-14",    "products": ["Calm Focus Tabs"],    "orderValue": 55   }  ],  "productsPurchased": ["Night Gummies", "Hydration Tabs", "Calm Focus Tabs"],  "topCategory": "Sleep & Recovery",  "quizResult": "Struggles to fall asleep, wants non-groggy solution",  "preferredFlavors": ["Lavender", "Citrus"],  "pagesViewed": [   "Sleep Collection",   "Calm + Focus Bundle",   "Subscription Page",   "FAQ: Shipping"  ],  "clickedPromos": [   "Mother’s Day BOGO",   "Calm + Focus Bundle Launch"  ],  "abandonedCart": {   "date": "2024-05-27",   "items": ["Lavender Sleep Spray"],   "cartValue": 38  },  "emailEngagement": {   "openRate": 74,   "clickedEmails": [    "Productivity Tips for Night Owls",    "Calm Bundle Launch",    "Hydration How-To"   ]  },  "subscriptionStatus": "Not Subscribed",  "churnRiskScore": 5.8,  "lastEngaged": "2024-06-02",  "device": "Mobile",  "utmSource": "Instagram Ad" } 3. plug it into Claude or GPT: this is where the real leverage kicks in because now you’re feeding the AI a full psychological profile it can think with try prompting it like this: “you’re a performance creative strategist. based on the context profile below, write a UGC script and a 30-second VSL intro that speaks directly to this customer’s needs, preferences, and purchase behavior.” you can use this for: – segmentation-aware email flows – better upsells and winbacks – product recommendations that convert – banger ad copy, hooks, angles and anything else you want your AI is only as smart as the context you give it. this profile turns a generalist model into a laser-targeted strategist. and it works for every part of the funnel.

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I worked in CRO at a £5 billion+ brand. What I learned changed how I optimise websites completely ↴ Most people think CRO = conversion rate. But at enterprise level? That’s just one piece of the puzzle. Here’s what I learned ↓ 1. Data is everything ↴ I learned quickly that numbers had to drive every decision. No guesswork. No “I think this looks better.” If something couldn’t be measured, it wasn’t worth testing. If the data didn’t back it up, it wasn’t worth rolling out. That discipline completely changed how I approach optimisation today. ⸻ 2. Business strategy beats following trends ↴ Another big lesson: not every trend is worth chasing. It’s easy to see competitors launch something new and feel pressure to copy. But I realised the real question is always: → Does it align with the bigger strategy? → Does it solve a real customer problem? → Does the data suggest it’ll move the needle? Chasing trends without strategy is how budgets get wasted. ⸻ 3. Conversion rate isn’t the only metric that matters ↴ A 5% conversion rate doesn’t count if: → Returns are 40% → AOV is dropping → Customers never come back What really matters is the full picture: → Basket size → Repeat purchase rate → Customer lifetime value Sustainable growth isn’t just about more sales. It’s about the right sales. ⸻ 4. Best practices differ by category ↴ Some categories see more desktop research before purchase, others are pure mobile impulse buys For certain products, strong imagery outperforms copy There’s no one-size-fits-all. The key is understanding how your customers make decisions and optimising for that. — Because here’s the thing: You don’t need £5B in revenue to benefit from proper CRO. You just need someone who knows how it actually works. I’ve run 50+ tests. 5+ years in e-commerce Trained software engineer. Business degree. I understand strategy, not just tactics. And now I help health, wellness & beauty brands apply enterprise-level thinking Without the enterprise budget or in-house team. Smart optimisation isn’t about traffic volume. It’s about knowing what to test, when to test it, and why it matters.

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How to publish 30 LinkedIn posts / month without burning out (insane new MCP workflow) BACKGROUND: → Consistent LinkedIn posting is the best way to build a business in 2025 → Most successful creators post 20-30 times per month → I've posted since 2023, and I've written every single post ISSUES: → It's mentally exhausting → You stare at a blank page for hours, dealing with writer's block → You can batch content but it takes forever to research what works SOLUTION: → There's a system using Airtable MCP + Claude Desktop + Wispr AI → It's designed to eliminate the hardest parts of content creation → But most people don't know how these tools can work together Here's the setup: Part 1: Airtable Database → Load it with high-performing content from creators you admire → Categorize by content type with hook templates → Include all your past posts with performance data Part 2: Claude Desktop with Airtable MCP Server → Claude can now tap directly into your database → Ask: "Show me hooks for the 5 best 'Steal My Process' posts" → Or: "Give me links to top 7 cheat sheet style posts" → You instantly have 50-60% of your work done Part 3: Wispr AI → Talk to Claude instead of typing → Give it the example post and hook template → Talk through your original thoughts and adaptations → Get a solid first draft without writer's block → Then use your human brain to edit it to your standard Now you have a robust system: Organized database + AI that accesses it + voice-to-text workflow. (PS. I figured this out ~2 weeks ago and thought about keeping it quiet. But I honestly believe most people won't spend the time building it. So, here you go.)

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I’ve scaled 2 dozen eCommerce brands in 2025 — by 5–15x. How? By mastering demand capture with Google Ads. Here’s the campaign set I use: 1. Standard Shopping (performance-based grouping) → Superstars | High priority → A Players | Medium priority → Reserves | Low priority → Benched | Low priority Bid strategy: tROAS 2. Branded Search → Brand name as exact & phrase → Manual CPC 3. Branded Shopping → Low priority → Exclude non-branded keywords as they appear → tROAS 4. Non-Branded Search → For Superstars & A Players only → Manual CPC / Max Conv. Value → Upgrade to tROAS within 30–60 days 5. Dynamic Product Remarketing → Audience: Abandoned cart (7–14 days) → Frequency: ~7 impressions per day per user → Manual CPC / Max Conv. Value → tROAS within 30–60 days 6. YouTube Remarketing → Audiences: Abandoned cart & product view (7–14 days, no purchase) → UGC or product demo with CTA works best → Manual CPC / Max Conv. Value → tROAS within 30–60 days Timeline: ↳ Weeks 1–2: Learning & testing ↳ Weeks 2–4: Optimising ↳ 4+ Weeks: Scaling Is it easy? No. Is it worth it? Absolutely. Done right, this playbook can skyrocket your eCommerce brand. And the best time to get started? Right now — Q4 is around the corner. Not sure where to begin (and tired of not making the revenue you deserve)? Reach out.

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🚀 𝗣𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁'𝘀 𝘀𝗰𝗮𝗹𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 @𝗕𝗮𝗶𝗿𝗲𝘀𝗗𝗲𝘃 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝘀𝘁𝗼𝗿𝘆 𝗿𝗲𝘃𝗲𝗮𝗹𝘀 𝘁𝗵𝗲 𝗯𝗹𝘂𝗲𝗽𝗿𝗶𝗻𝘁 𝗳𝗼𝗿 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗔-𝗽𝗹𝗮𝘆𝗲𝗿𝘀 When Pinterest needed to rebuild their Ads Manager for 482M users, they faced a choice: hire frantically or scale strategically. They chose the latter. 𝗧𝗵𝗲 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻: ✅ Scaled from 5 to 233 A-level developers ✅ Pinterest Ads Manager launched on time ✅ Grew from 1 project to 37 across the entire company ✅ Built mobile ads tools, next-gen algorithms, and automated testing 𝙋𝙞𝙣𝙩𝙚𝙧𝙚𝙨𝙩'𝙨 𝙀𝙣𝙜𝙞𝙣𝙚𝙚𝙧𝙞𝙣𝙜 𝙈𝙖𝙣𝙖𝙜𝙚𝙧 𝙧𝙚𝙫𝙚𝙖𝙡𝙨 𝙩𝙝𝙚 𝙨𝙚𝙘𝙧𝙚𝙩: "Of the 15 engineers on my team, a third are from BairesDev. We've had quite a few superstars who resolve our problems without our full-time engineers having to step in. It's been amazing seeing them take ownership." 𝗪𝗵𝘆 𝗔-𝗽𝗹𝗮𝘆𝗲𝗿𝘀 𝗺𝗮𝘁𝘁𝗲𝗿 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗵𝗲𝗮𝗱𝗰𝗼𝘂𝗻𝘁: 🎯 Quality over Quantity: BairesDev's A-teams integrated in under 2 weeks, immediately contributing at senior levels 🎯 Ownership Mentality: These aren't just contractors – they're A-players who take full ownership of complex problems 🎯 Strategic Scaling: What started as ads architecture became a comprehensive tech partnership spanning mobile, infrastructure, and AI 𝗧𝗵𝗲 𝗔-𝘁𝗲𝗮𝗺 𝗮𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲: 𝗧𝗼𝗽 𝟭% 𝘁𝗮𝗹𝗲𝗻𝘁: Rigorous vetting ensures only elite developers join your team 𝗖𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻: A-players adapt quickly to your processes and standards 𝗣𝗿𝗼𝗷𝗲𝗰𝘁 𝗼𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽: They don't just code – they solve business problems 𝗦𝗰𝗮𝗹𝗮𝗯𝗹𝗲 𝗲𝘅𝗰𝗲𝗹𝗹𝗲𝗻𝗰𝗲: Proven ability to grow from 5 to 233 while maintaining quality 𝗧𝗵𝗲 𝗹𝗲𝘀𝘀𝗼𝗻 𝗳𝗼𝗿 𝘀𝗰𝗮𝗹𝗶𝗻𝗴 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀: Don't just add bodies to your engineering team. Partner with organizations that deliver A-teams – developers who think like founders, code like architects, and scale like your core team. When you're ready to 10x your development capacity without sacrificing quality, the right partner makes all the difference. Pinterest found their A-team. Have you found yours? 𝗥𝗲𝗮𝗱 𝗵𝗼𝘄 𝗣𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁 𝘀𝗰𝗮𝗹𝗲𝗱 𝘄𝗶𝘁𝗵 𝗔-𝗽𝗹𝗮𝘆𝗲𝗿𝘀: https://lnkd.in/gVjvBBBP #APlayers #TechScaling #SoftwareDevelopment #EngineeringExcellence #Pinterest #BairesDev #TechPartnership #RemoteTeams #TalentAcquisition #DigitalTransformation #StartupGrowth #TechLeadership #AgileTeams #FullStackDevelopment #MobileApps #CloudArchitecture #AI #Innovation #TechRecruitment #OutsourcingDoneRight #ScaleUp #TechStrategy #CTO #VPEngineering #TechTalent

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The worst-kept secret in ecommerce is out in the open. OpenAI launched checkout, initially partnering with Shopify, Etsy and Stripe to enable direct purchases from ChatGPT. 🛍️ Shopify merchants will be able to sell directly through ChatGPT "very very soon". 🥣 US users will be able to buy from US Etsy sellers through ChatGPT as of yesterday. Etsy shares popped +16% on the announcement . 🌐 OpenAI also partnered with Stripe to build the Agentic Commerce Protocol (ACP) to allow others to integrate. Last night I sat down with Amy O'Brien from Vogue Business to discuss what this means for ecommerce brands: https://lnkd.in/epz9FvN9 You can also see the official announcement from OpenAI here: https://lnkd.in/eg3kp_Pv; from Shopify here: https://lnkd.in/eBf88DVs; from Etsy here: https://lnkd.in/e9huvyiS; and Stripe here: https://lnkd.in/eQm8QTEd. p.s. give Azoma a follow, very exciting announcement coming shortly 👀

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Google Search is entering a new era — powered by AI as the core mode, not just an add-on. This means your brand can no longer rely on ranking #1 for clicks. Instead, your mission is to become the answer Google’s AI trusts. Traditional SEO won’t cut it anymore. To thrive, brands must double down on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), adapt their content with structured data, and embrace multi-format strategies like videos, infographics, and studies. The future of visibility lies in proving to AI that your brand is the source of truth. While disruptive, this shift opens massive opportunities for those who act fast. Build authority today—and position your brand at the center of AI-driven search. 🚀 Don’t get invisible. The future of search is already here. 👉 Ready to make your brand AI-proof? Let’s connect! #AISEO #DigitalMarketing #ContentStrategy #FutureOfSearch #BrandVisibility

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SEO is dead. And 67% of brands still don't know it. Tesla shows the brutal truth: ↳ Single-turn AI search: 33% visibility ↳ Multi-turn conversations: 100% visibility 2/3 of purchase decisions happen where you're invisible. - ChatGPT hit 800 million weekly users. - 77% of searches now end with AI answers. - 27% of consumers use AI for half their searches. - Search queries exploded from 4 words to 23 words. Your keyword strategy? Worthless. SaaS companies burning €500K annually on content. But, only €165K creates actual impact. The rest are optimising for a dead system. Single-turn prompts capture awareness only. Conversion rate is only around 1-2%. But watch what happens in conversations: Turn 1: Broad awareness (1-2% conversion) Turn 3: Active comparison (15-20% conversion) Turn 5: Ready to buy (30-35% conversion) 80% of decisions happen after turn 3. Most brands get 5-10x more coverage in multi-turn. They shift from "one option" to "the clear choice." The patterns are predictable: 1. Start broad 2. Explore alternatives 3. Reveal the constraints 4. Ask implementation questions Same sequence. Every industry. Old success: Ranking #1 on Google New success: Being the trusted answer in turn 5 Conversation intelligence changes everything: ☑︎ See customer intent before competitors ☑︎ Arm sales with real buyer questions ☑︎ Find gaps where rivals are absent ☑︎ Triple ROI from existing content Journey simulation predicts the future: - Which questions lead to purchases - How to optimise each turn - Where people drop off The future isn't keywords. It's conversation territories. From discovery to comparison to implementation. Winners show up at every stage. The window is closing. Early movers build moats. Late movers disappear permanently. In the conversation economy, first wins. Read Daniel's report here: https://lnkd.in/eT-XynnC Save this for later. Repost ♻️ for others.

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