Michael Yurechko

CRO practitioners rant regularly about avoiding channel-based thoughts. It’s not just about stakeholder expectations and a longer process that takes time to fully establish. It’s that the impact you see at the surface level on website performance does not tell the full story. Testing will increase conversion rates and revenue, and it’s easy to measure. That’s not all though. Because your website converts users better, it means the ROAS for your ads will be higher. Think about it for a second, it’s a pretty big deal. Users click an ad and do not magically buy. They need to browse a landing page, consider their buying decision and complete a purchase. Same goes for filling a demo request! If if ROAS increases, then it either means that you can acquire more users for the same budget, or that your ad spend becomes more efficient and you can reallocate. Many orgs can eventually pay off their entire testing program costs by this nature. So is website testing a channel? Not really, it’s just part of the customer journey. When we start thinking holistically, then this function of the business will have positive rewards for every channel. Yes, it’s a cost to approach web development and website strategy methodically. Thinking about it with a channel mindset is opting into a limited view of what it can do for the org. Revenue and ROI are great, but when you can make every other online initiative win as well, then even though not easy to measure, surely that must accelerate business growth.

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If you're a DTC owner who's currently IN the trough of sorrow, this post is for you. 🆕 You've been sold this story many times. A new agency or a freelancer audits your ad account, finds faults in the current approach, points to some obvious mistakes, shows authority and builds credibility by showing screenshots from other client accounts, makes promises on how they're going to fix everything and gets hired. 📉 Three months later , and you're running out of patience (and money). You get stuck in the loop of failing over and over on experiments. In between, Meta had a downtime or a bug which even though lasted for 1 hour, somehow impacted your ROAS for 3 weeks. 🚨 And then a day comes when your ROAS tanks by 90% - there's panic everywhere. Because you're a hardcore operator - you think it's your responsibility to be thorough and go deep. You start asking tough questions to your marketer. 🕵️‍♂️ And if you don't get convincing, confident answers from your marketer, deep inside you start blaming them for being incompetent. If it's an agency you give them an ultimatum and start looking for alternatives. After listening to the same false promises multiple times, you even consider hiring a senior marketer in-house as you fool yourself that 20% ROAS uplift will pay back the fixed costs. 🚫At the end of it - after some good months and some bad months, burning a few bridges with a few agencies and marketers you finally give up on Meta ads and write off the channel. If this is you, I take no responsibility for tearing you up. I won't pass you a tissue as well. Instead, let me offer you some comfort. In 90% of cases, your marketer isn't at fault. Their answers aren't convincing because that's just how marketing works! If YOU can't explain why did you buy a coffee machine that you DIDN'T NEED, but scrolled past four ads from fitness apps that you DO NEED, how can a digital marketer explain why a certain ad didn't work? 📈  Digital ads are NOT a closed system - and like other open systems (e.g., the stock market) - first principles don't apply. 🔍 Your job as a DTC owner doesn't end at asking the right questions, in fact, that's where it starts - you will have to go on a journey along with your marketing team to go deep into data and find the answers. That's where there is good news. Meta is a tech company in a competitive environment - it pushes them to be transparent and share data. There's a lot of data available inside your ads manager to sift through and analyse. And there are a lot of opportunities to discover. 🚀🛠️ This is where we come in - We're soon launching a free Meta Ads Grader tool, that connects to your ad account and give you opportunities to improve your ads. This is not a reporting tool, but a powerful tool to find insights from your ad account that you didn't know you could act upon. DM me for early access, or share this post with DTC brands you know who could benefit from such a free tool! ✌️

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I rarely see brands do this for new product launches 👇 1. Landing page with new product offering 2. Email/SMS capture forms 3. Email/SMS flows triggering from landing page sign ups The conversions you'll see from this are insane 🚀

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Are you not seeing the SEO results you want? One common pitfall could be the approach to product variants. If you’re using the same content across all variants, you're missing out. Why Does Unique Content for Each Variant Matter? By optimizing your main ASIN with primary keywords and utilizing secondary keywords for your variants, you not only boost the visibility of each product but also increase your chances of ranking for a wider range of search queries. Here’s How to Do It Right: ⚪ Exact Match Keywords: Use your main keywords in exact match for your primary ASIN. This drives direct and relevant traffic to your most important product. ⚪ Expand with Variants: Apply secondary, yet still highly relevant, keywords in exact match for your variant listings. Each variant becomes a new door leading customers right to your store. ⚪Customize Each Description: Avoid the copy-paste trap. Tailor your content for each variant page to maximize SEO benefits and make each product stand out. Optimizing every variant not only improves your overall SEO but also enhances user experience by aligning with their specific search intents. It's a win-win! 🤔 What strategies have you implemented for your listings with variations? ------------------------------------------------------------------- Follow Sellersync Your partner in Amazon growth! #amazonfba #amazonseller #amazonppc #amazongrowth #advertisingstrategies #advertisingtips #SEO #Ecommercetips #Amazonseller #SEOstrategy #Productlisting #AmazonMarketing #sellersync

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Want to know how your website's content quality stacks up to others? Here's a rough baseline benchmark you can check in GA4. Websites that have invested in high-quality organic content, intentionally structure their on-site experience to meet user needs, and cultivate topical authority have average engagement time per session above 30 seconds and an average engagement time (per user) of at least 50 seconds, if not much higher. These are websites with at least tens of thousands of users per month and at most hundreds of thousands of users, so mid- to high-tier quality traffic, with under 20% of total traffic arriving from paid search and paid social. Caveats: no ecommerce sites included in the analysis, which includes data from around 15 current, former, and prospective content-first websites. Some websites I reviewed are monetized but they're not first-and-foremost stores. Some are lead gen. _Curious about more engagement metrics benchmarks? Subscribe to The Content Technologist before Thursday to get this week's newsletter, with all the quality content engagement benchmarks you could ever hope for. _Want me to benchmark your website in comparison to other high quality websites? DM me. _Want to learn how to affect content performance for the better, track the best metrics to measure content, and increase that engagement time? Oh boy do I have the courses for you. DM or visit the website, whatever suits you. Links in the comments. hashtag #averageengagementtime #GA4 #qualitycontent #contentbenchmarks #seo #googleanalytics #contentstrategy #digitalcontent #digitalstrategy #digitalanalytics #analytics #contentengagement #contentmarketing

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If your SEO approach starts with “AI prompt,” it’s not a competitive and sustainable strategy. Google is actively working on filtering out unhelpful content. Using AI to create content is a short-term solution to a long-term problem. Users will eventually revolt against the proliferation of low-quality, emotionless content, so make your audience paramount in your marketing focus, not cost.

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CRO is still widely misunderstood and misrepresented. Misleading agencies are tagging CRO to entirely different initiatives. Do not let them sell you on what is a poorly hidden attempt at boosting their MRR. What’s the incentive for your average digital marketing agency? I mean this seriously. Are they really looking to build a growth function in your organization? Most likely, they think template tests will suffice to you while adding more revenue and profitability to their bottom line. Consider that they already offer paid search, paid social, email, seo, affiliate marketing, organic social…. A fair question to ask is do they really have the competencies with each of those service lines? And do they for CRO? Locally here in Montreal, average retention in agencies is benchmarked under 1 year. You don’t get specialized skills and a dedicated team in these environments. From personal experience, I can also tell they assign clients to staff until they are over capped on bandwidth. And a lot of projects landed on my lap that I was not skilled to work on but had to nonetheless, without tools, coaching or resources. If you consider their offer, here’s a set of questions that will enlighten you on their ability to deliver. - What does client allocation look like for my assigned team? - What sort of tenure in the company do my assigned team members have? - How is the team trained and kept up to date with industry standards? - What is the composition of my assigned team? - How do you come up with test ideas? - What does a test results analysis looks like? From these questions, you will get to understand the intent and incentive the agency has. You’ll get to see what sort of team you would be working with. You will also see if they work tactically or if they operate under a specific process. Most of the time, digital marketing agencies do not have the specialized skills.

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**Think SEO is just buying a domain and following free checklists? ** Think again! Here's the real SEO process: Buy a domain (easy, right?) ✅ Set up a WordPress site (another freebie!) ✅ Implement endless SEO tactics (time = ) ⏱️ Fail miserably (priceless! ) Repeat steps 3-4 until you cry. Realize your time is worth more than $0. Stop wasting your hustle on SEO tutorials! ‍♂️ Let Digiware implement a winning strategy so you can focus on: 👉 Building your empire While we handle the search engine maze👈 DM us today and ditch the SEO struggle! https://lnkd.in/gEKS8_Ab #SEO #DigitalMarketing #TimeIsMoney #seoexpert

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Curious about how SEO works behind the scenes? Here's a sneak peek into just that! This video covers real SEO issues and solutions. If you need help with anything SEO-related, this is what you can expect if you hire me (wink-wink). "In this video, I present the current health score of 77 and highlight crucial technical SEO issues, including short meta descriptions, duplicate titles, and missing H1 tags. Action required: Address these issues to enhance SEO performance."

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Testing a new product/service: $300 comprehensive SEO audit & demand generation action plan. What you’ll get: 1. Tailored Demand Generation Roadmap - A campaign guide specifically designed for your business. 2. Detailed SEO Audit Report - Covering technical, on-page, and off-page SEO best practices. 3. Opportunity Discovery - Identifying key growth areas for both short and long-term conversion-oriented objectives. 4. People-first Content Strategy & Opportunity Modeling - Planning and guidance for creating and optimizing content through clustering, intent matching, and UX. 5. Link Building & Digital PR Strategy - Includes outreach templates, prospect lists, and angles for acquisition and amplification. Best for: 1. Startups and small/medium-sized businesses looking for direction in developing internal processes for organic digital campaigns but don’t know where to start. Or perhaps, business owners who are still on the fence about investing in organic channels (ie: SEO, content marketing, digital PR). 2. Large organizations with in-house teams looking for fresh eyes to look for potential gaps and opps they might have overlooked. FAQs: 1. How is this audit different from your standard service included in full-scale SEO campaigns? Mainly the time spent on research, analysis, and documentation. This one will mostly be done in just a few sessions. While it is quicker, it maintains the same focus on identifying key areas of optimization that will have the most impact on the site’s business objectives (ie: driving more ideal customers to the site, leveraging assets for brand building and conversions). 2. Why charge $300, when you did this for free a while ago? Investing in the audit ensures skin in the game. Clients who pay for the service are more likely to implement the strategies, benefiting both parties - as I can also use the results as a reference for future case studies. Note: some providers charge between $2K - $8K for this type of auditing service. 3. Will the pricing change in the future? Yes. Testing this now to fine tune the overall audit process before officially launching the product’s landing page. And honestly, to get more documentation done where I can re-use specific sections/modules of the reports for future campaigns that might be dealing with the same issues. Plus, we also get to build a robust portfolio of successful case studies and testimonials along the process. 4. When can I get the reports? Within 15 days. 5. What support is available after I receive the audit report? You can email me or book a call to discuss any inquiries you may have regarding the audit’s findings. Please note that implementation support is not included in this service. Know someone interested in trying this out? Feel free to send a message or email me at jason@kaiserthesage.com.

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Let's get techy on vector embeddings and knowledge graphs! Excited to try this Screaming Frog tactic to understand how OpenAI and other vector-based systems are reading my website. If you're not techy but care about how your branded content shows up online, start learning about how the language on your website is processed.

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Should you optimize your website for every single traffic source? Most marketers think so, but here's the reality... We've all been taught to create hyper-personalized website experiences for visitors coming from different channels - Facebook ads get one version, Google gets another, TikTok something else entirely. The logic makes sense - customize the experience for where they're coming from. But is this best practice really effective? Or just unnecessary complexity? After a lot testing, here's what we found: 👉 Optimizing for each traffic source fragments your audience, making it nearly impossible to get valid test results or personalize at scale. 👉 A visitor's buying stage and mindset are far better signals for personalization than their traffic source. 👉 Tailoring the experience to individual channels like Facebook often underperformed a unified website. Rather than optimize for every traffic channel, focus on understanding visitor mindset and intent. Deliver a cohesive experience optimized for their buying stage. There are some exceptions (like influencer marketing). But as a general rule, you're better off delivering a cohesive website experience tailored to their intent > traffic source. Agree/Disagree? Comment below!

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