Scaling paid ads isn’t just about better creatives or media buying tweaks.

Often, the real unlock is what happens after the click.

In this episode of eCommerce Evolution, Brett sits down with Paddy McLarnon, founder of PM Digital Designs, to break down full funnel CRO; from advertorial landing pages to value stacking to subscription optimization.

If your CAC is creeping up, your conversion rate feels capped, or your subscription churn is eating margin, this episode is packed with practical insights to help you scale profitably.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters:

(00:00) Introduction

(05:01) The Biggest CRO Mistakes Brands Make

(07:42) Ad-to-Lander Congruency

(09:36) Advertorials & Listicles: Real Examples

(16:56) Offer Stacking & Value Perception

(19:55) Using Customer Surveys to Build Better Copy

(25:13) Why Conversion Rate Can Mislead You

(29:27) How to Hit a 72% Subscription Take Rate

(36:48) Subscription Offer Breakdown: Real Examples

(46:10) Buy Box Optimization & Pricing Psychology

(50:13) Email, SMS & Follow-Up Flows

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Connect With Brett:

1. LinkedIn: https://www.linkedin.com/in/thebrettcurry/
2. YouTube: https://www.youtube.com/@omgcommerce
3. Website: https://www.omgcommerce.com/
4. Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

1. Paddy’s LinkedIn: https://uk.linkedin.com/in/paddy-mclarnon-cro-for-shopify-brands-2055ba124

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

AI in eCommerce marketing isn’t about “better prompts” anymore, it’s about better systems. Brett sits down with returning guest Russ Henneberry (TheClick.ai, co-author of Digital Marketing for Dummies) to unpack what’s new and what’s next: Claude Cowork, agentic workflows, skills that “self-improve,” and what happens when your AI can actually use your files, tools, and data — not just chat about it.

If you’re a DTC founder, CMO, or operator trying to scale performance without scaling headcount, this episode is a blueprint for how modern teams are building repeatable AI routines for content, reporting, and decision-making.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters:

(00:00) Intro

(02:05) What Cowork is: agentic plans, local files, and “skills”

(05:20) Skills that self-improve, plus persona + offer as core context

(08:10) Cowork as a “brain” with version control, shared across workflows

(10:10) Connected sources: Notion transcripts, Zoom notes, and MCP-style integrations

(15:10) Parallel agents and context windows: why this runs faster than chatbots

(18:05) Skill marketplaces, sharing zips, and the security caution

(23:10) OpenClaw/Open-source talk: the 4 “levels” (chatbot → cowork → code → open source)

(28:05) Hardware reality: Mac Minis, Apple silicon, and “processing power” as leverage

(31:05) Content system: Source → Structure → Format → Polish (newsletter example)

(38:30) Click.ai membership, team training, and closing thoughts on revenue/employee

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Connect With Brett:

1. LinkedIn: https://www.linkedin.com/in/thebrettcurry/
2. YouTube: https://www.youtube.com/@omgcommerce
3. Website: https://www.omgcommerce.com/
4. Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

1. Russ’s LinkedIn: https://www.linkedin.com/in/russhenneberry
2. theCLICK: https://theclick.ai/
3. Digital Marketing for Dummies: https://www.amazon.com/Digital-Marketing-Dummies-Business-Personal/dp/1119235596

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

Creative volume isn’t the unlock. Better messaging is.

In this episode of eCommerce Evolution, Brett sits down with Nate Lagos (CMO of Adapt Naturals, former Head of Growth at Original Grain) to break down how great storytelling drives real performance.

From selling wooden watches through emotional positioning… to increasing AOV by reframing gift messaging… to building ads that scale without “fatigue” — this episode is a masterclass in understanding why customers actually buy.

If you’re a DTC founder, CMO, or operator tired of launching more ads without improving results, this conversation will recalibrate how you think about copy, positioning, and brand personality.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters:

(00:00) Intro

(05:05) Nate’s origin story, and why storytelling became a “performance lever”

(07:40) Selling the story behind the materials

(10:30) Customer motivation deep dive: status, identity, and gift-giving

(15:05) Creative quantity vs quality

(19:05) Finding the real “why”: research methods

(23:10) Brand as “personality”

(30:10) Testing surprises + valence/intensity framework

(37:15) Practical frameworks: adjective formula

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Connect With Brett:

1. LinkedIn: https://www.linkedin.com/in/thebrettcurry/
2. YouTube: https://www.youtube.com/@omgcommerce
3. Website: https://www.omgcommerce.com/
4. Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

1. Nate’s LinkedIn: https://www.linkedin.com/in/natelagos
2. Adapt Naturals: https://adaptnaturals.com
3. Original Grain: https://www.originalgrain.com/

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more