A Note from Kanika - June 2024

Hey stranger,

It’s been a while since you’ve heard from us - I’m sorry about that. It’s been even longer since I’ve sent a simple message to all of you to share thoughts, learnings, and more on the state of CRO + growth in general.

So… let’s get right into it.

2024 has been very trying for the vaaast majority of business owners that I’ve spoken with (and I speak to dozens each month). There’s no doubt that macro-economic factors are playing a serious role in growth stagnation and decline. When many everyday Americans are stressed about their grocery bills and concerned about the cost of everyday life… that immediately impacts all companies selling goods and services that aren’t baseline commodities.

Said otherwise: customers are making decisions between blueberries & your product, and most of the time they’re choosing… neither. They no longer have the disposable income of 2020-2022.

So, what does that mean for you? Most likely:

• Your top-line growth is decreasing, flat, or - if you’re part of the minority - up a bit, BUT…

• Even if you are up a bit (and especially if you’re not), you’re bottom-line is hurting = cost of team + resources are way up. Your margin and profits are shrinking. It’s hard to keep up.

What should you do if that’s the case?

• Cost efficiency is your best friend right now. If you can spend the same + grow more or spend less + keep growth flat… you immediately put money back into your pocket. Bottom-line optimization is the best way to grow your cash and profitability.

• Don’t just follow best practices to do this. Following best practices to optimize your store is like copying exactly what your buddy did to get his wife. There’s likely some good wisdom in there, but there are a lot of screw ups you want to avoid and - unless you are trying to marry an exact clone of his wife (the good and the unknown bad) - it’s extremely unlikely you’ll get the same results. Running data-based A/B tests is the best way to effectively optimize your bottom-line.

We want to help… with all of it. So we’ve recently released a new low-cost “Starter CRO” partnership that allows companies to get started with A/B testing in order to get those acquisition cost efficiencies, beginning with more simple - yet still high-impact - testing. This partnership doesn’t require custom dev, allowing us to pass those cost savings on to you.

We’re also in the process of launching a free (for now) community for those of you who just need some support + direction, and could benefit from access to my team and I.

If either of these interest you, just send me a reply and we can chat 1:1.

Anyways, I’ll end this one for now — but stay tuned for more great updates from me and the team through this new newsletter: the Conversion Current. The content we have planned for this newsletter is super exciting and, most importantly, packed full of the value we wish was distributed by a lot of the ‘content kings’ out there.

(Oh - and I’ll be sharing some helpful free resources that you can use at home too!)

Thanks as always & talk soon,
Kanika