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How to Grow a Business Fast (Tips From an $1B Founder)
23 ideas de marketing sacadas de «How to Grow a Business Fast (Tips From an $1B Founder)», de Davie Fogarty. Sobre todo de conversión, mensaje y…
- 23 ideas despiezadas
- Fuente Davie Fogarty
- Dura 39 min
- Publicada en 2025
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Copiar el lenguaje exacto de quejas en Reddit para crear ganchos publicitarios
Mensaje y copywritingBuscar problemas de la categoría en foros como Reddit permite identificar dolores profundos y utilizar las palabras textuales que los clientes emplean para formular los ganchos (hooks) de los anuncios.
those ads work. So how do we find these massive pain points or these angles? One of the first ones pretty simple one. If your product doesn't have already picked customers talking about it, you can just search the categories. So here I've just wrote in ice bath problem. And the top result is ice bath keeps getting yellow slash orange scum on the walls. Is there an option which isn't drain, clean and refill? Now, if I am selling an ice bath that doesn't need to be constantly changed over, let's say it's a permanent one. I would literally just copy and paste that language there and put it as a…
Escúchalo en el minuto 12:44
Medición y experimentosPara evitar pruebas A/B de bajo valor y priorizar las de mayor rendimiento, puntúa cada idea del 1 al 5 en Impacto, Confianza y Facilidad (ICE). Puedes aumentar objetivamente el puntaje de Confianza validando si otros pares o miembros de comunidades de optimización ya han probado exitosamente el mismo cambio.
optimizations we can do. How do we scale this? Again, we do not want to run bad tests. We need to make sure that we prioritize things that we can get volume of tests and mitigate bad tests. We've got this framework, the ICE framework. ICE stands for impact. How much impact is this going to have? A button color change, low impact. A huge page design, high impact. Confidence. If I asked you about that social proof angle that I talked about before on the website or the returns policy being under the undercard, you now have a high degree of confidence that that is going to work for your business…
Escúchalo en el minuto 33:13
Estructuración del esfuerzo de CRO según el nivel de facturación
ConversiónPor debajo de 200.000 dólares de facturación no se debe priorizar la optimización del sitio web (CRO), sino arreglar la adquisición y los anuncios. Entre 200.000 y 2 millones de dólares, el propio fundador u operador debe ejecutar el CRO usando herramientas visuales drag-and-drop. Solo al superar los 10 millones de dólares conviene delegar en una agencia o contratar un equipo dedicado con analista, diseñador y…
depending on where you are. And the org structure can depend hugely, hugely. So if you're under 200,000 revenue, you probably don't even need to be doing CRO. You've probably got bigger issues, fix your ads, that kind of stuff. You don't need to be doing website optimizations. Then when you get over that, you probably want to start doing it yourself because you're acting as the head of growth. You're the CMO, you're the COO, you're the CFO pretty much. So under two million, probably doing it yourself with the help of a drag and drop CRO tool. And maybe you're managing a designer, maybe you're…
Escúchalo en el minuto 36:42
Anclar los ángulos de venta en deseos humanos fundamentales en vez de atributos superficiales
Mensaje y copywritingEn lugar de promocionar características básicas del producto (como ser suave o bonito), los ángulos publicitarios y de la web deben conectar con motivaciones humanas profundas (seguridad, ahorro, estatus, pertenencia o evasión del dolor) para incrementar drásticamente la conversión.
on heating bills for people. So we can go down that angle. You can see how rather than if, just the average person started selling wearable blankets, they'd go, oh, this is a soft blanket. You're going to look really cute. You know, it's like, no, like these fundamental human desires are going to change the motivation of the customer when they come onto our website and how it's positioned on the website to drastically increase conversion. So status and prestige. Now Udi, this is a really good And when you get out of bed up there, it's so cold. Trying to really empathize with the customer and…
Escúchalo en el minuto 10:55
Mensaje y copywritingModificar el nombre visible del producto para aclarar su uso, resolver dudas de tamaño o ajustarlo a la jerga local puede disparar la conversión y el ingreso por visitante sin alterar el producto físico.
this in there because when I was selling weighted blankets, I had all of these queen weighted blankets and they just were not selling. It was much higher margin for me. And I was like, how am I going to sell these? What I did is I ended up changing the name of the product to queen slash king weighted blanket because it was king. You don't want your weighted blanket to be over the edges of the bed because it will clump up and then fall off the bed. So it was perfect size for both size beds. And instantly the conversion rate of that product doubled straight away. So similar to different pages…
Escúchalo en el minuto 18:17
Inclusión de micro-prueba social o política de devoluciones bajo el botón de compra
ConversiónColocar garantías de devolución de 30 días o elementos de prueba social justo debajo del botón 'Añadir al carrito' reduce la ansiedad del comprador e incrementa el valor por sesión entre un 1.3% y un 2%.
the quiz branching logic. Then the final one, anxiety. We want to reduce the anxiety of the customer as much as possible. How do we do that? Returns process. Here's a simple test for you. We've just added this 30-day free returns under the add to car, 2% increase in per session value. Then we can add social proof. I've added social proof under the add to car, a really nice spot because people look at it. People have to look at that spot 1.3%. Now, I know what you're asking. So we need conditional logic. We need to tag our products. We'll show this social proof for products if you just don't…
Escúchalo en el minuto 29:10
Estrategia 'Barbell' para experimentación y optimización de negocio
Medición y experimentosPara optimizar un negocio sin asumir riesgos desmedidos, conviene estructurar las pruebas en una distribución asimétrica: asignar el 95% de las acciones a experimentos pequeños y seguros que generen mejoras marginales continuas (1% diario acumulativo), y reservar el 5% restante a apuestas radicales o 'grandes giros' (big swings) de alto impacto. Se debe evitar el término medio, donde existe riesgo pero el beneficio…
to do is what's called a barbell strategy. The barbell strategy is a mixture on one end, if you think about it, of really big swings, big tests. And maybe that's 5% of our portfolio, 5% of our actions. And then a lot of safer, small swings that maybe is 95% of all of your actions to even out the barbell. is we want these safe bets that we can do continual improvements, a large amount of volume, but then we also want the big swings as well. It's the middle ground that we don't really want because really important to look at. So on the top, we've got the exponential compounding graph. We've got…
Escúchalo en el minuto 3:17
Creación de un paquete de bienvenida ('welcome pack') para rentabilizar tráfico de pago
Oferta y precioEn tiendas con catálogos amplios donde la adquisición en frío no funciona, empaquetar una oferta clara de entrada ('welcome pack') con imágenes precisas puede desbloquear la rentabilidad de campañas de publicidad pagada y multiplicar la facturación.
to test. So the first one is the offer. This is a brand in Daily Mentor. They sell Ood, not to be mistaken about Ooddy. It's a scent. They were trying to send traffic to their website and it just wasn't working. Facebook just wasn't working. They had a huge catalog. So one of our Daily Mentor coaches, KC, he was like, you should launch a welcome pack. The founders, to their credit, did it straight away. They designed it beautifully. Very, very clear what you get. Good imagery. Instantly, Facebook became profitable for them and they basically doubled their business because of that and it was a…
Escúchalo en el minuto 22:50
Aumentar la conversión del producto principal mediante anclaje de precios de tres niveles
Oferta y precioPara hacer que un producto parezca la opción ideal y elevar la tasa de conversión, introduce una versión ultra-premium significativamente más cara (por ejemplo, $1,000 vs. $200) y una versión básica de menor calidad pero con buen margen. Esto posiciona al producto intermedio como la mejor relación calidad-precio.
They did absurd revenue. Then we've got Price Anchor. We had a client come through Daily Mentor. They were selling a certain product. I'm not going to disclose what it is. They just added an ultra-premium version of that technology that was way, way more expensive, say $1,000 versus $200. Then they added a terrible version of their product as well, where it still had good margin. That middle product suddenly became the best option at the best price and instantly conversion rate increased.
Escúchalo en el minuto 30:54
ConversiónIncluir la propuesta única de venta (USP) o resolver dudas y objeciones frecuentes directamente en el carrito o en el cajón de compra ('cart drawer') puede aumentar la tasa de conversión al aportar claridad en el momento crítico de la decisión.
Same brand, daily mentor brand, did a small test here. We just added the unique selling proposition or anything you ask yourself, what are some objections my buyer could have? What's something that they would not be clear about? Remember we're talking about clarity and add that onto the checkout or the cart drawer. And this was on the cart drawer and we got an increase of conversion rate of 4.4%. The next thing
Escúchalo en el minuto 20:49
Descartar el precio como primera objeción en encuestas de abandono
Investigación de mercado y clienteEn las encuestas de salida (exit-intent), casi todos los usuarios señalarán el precio como el motivo principal para no comprar; conviene ignorar esa queja inicial y concentrarse en la segunda objeción más repetida para hallar fricciones reales y accionables.
website. And it's like, as they're about to exit, there's an exit intent pop-up. And it's like, why didn't you purchase today? What's the difference between the competitors that you've seen and our product, but really emphasize, why didn't you purchase today? Why are you leaving our website? Because you'll get a ton of insights and you really want it to be open-ended questions. This is similar thing to remember, the number one objection for 99.99% of brands in surveys is going to be price. Why weren't you free? Why weren't you just a charity? That's what they're going to ask. And you can just…
Escúchalo en el minuto 13:59
ConversiónAplicar automáticamente los códigos de descuento para que el usuario vea el precio tachado directamente en el checkout reduce la fricción de compra y puede generar un incremento de hasta el 15.9% en ingresos.
Then we've got auto-applied discounts. Now this is a huge increase, 15.9% increase in revenue. the congrats. You've got this discount. It is applied. It's more around the friction. It's not about like the props. Great job. You've got a discount, that messaging. It's more around just they see that strike through price has been applied and they're like, that's not that expensive. We had this break on our website once and sales dropped 20% the next day, like instantaneously.
Escúchalo en el minuto 25:40
ConversiónLa mayoría de los usuarios no hace scroll completo en una página de producto (alrededor del 76% pasa del primer pliegue y solo cerca del 38% llega a los detalles inferiores), por lo que toda la información clave, imágenes de calidad y claridad deben ubicarse en la parte superior.
down. So they actually read it and took note. Then we've got hierarchy. So when we're talking about clarity, we want to make sure that all of the things that they wouldn't be clear about is higher because people don't scroll on their website. People will spend so much time on these really, really long landing pages. Trust me, they just don't, they don't care. So 76% will get past that point on the page. You can see the product images there. Then 38% will get to the details. They're actually researching, but this is why images are so important because if we're looking at this, we can see above…
Escúchalo en el minuto 21:28
El volumen agresivo de pruebas CRO genera un crecimiento acumulativo del negocio
Medición y experimentosEjecutar un alto volumen de experimentos pequeños y controlados en web y anuncios genera un impacto compuesto en la facturación; incluso con una tasa de éxito modesta (30%) y mejoras incrementales mínimas (1% por test ganador), aumentar la cadencia de pruebas anuales puede llegar a duplicar los ingresos del negocio.
we've got number of annual tests. So let's start with the first one. We've got the 60 number of annual tests there with a success rate of 30%, meaning they win 30% of the time. There's a 1% revenue uplift for those winning tests. And therefore we only have 18 winning tests and we get 18% revenue uplift. So let's say we do 60 tests in a year and 30% of them work with that revenue uplift. We're going to get an 18% revenue uplift. If we go all the way down to the extremes of 300, we've got a total of 90% revenue uplift, which means we've basically doubled our business by being very, very…
Escúchalo en el minuto 5:24
La urgencia del evento detonador determina la predisposición a convertir
Investigación de mercado y clienteLa probabilidad de conversión de un usuario depende de la fuerza y urgencia del evento detonador que motivó su búsqueda; los clientes guiados por una necesidad crítica o prescripción externa muestran una intención de compra drásticamente superior a quienes exploran de forma casual.
The first one is motivation at the bottom. Now this is at the bottom because it's the most important. This is basically why the customer is clicking on your ad or why they're interacting with the website. that gap. So when we're talking about motivation, we're going to ask ourselves these questions. Why is the customer here? What event triggered their interest? Are they desperate for a solution or You haven't been diagnosed. Versus a person that goes to their doctor and the doctor says, you need to get vitamin D for your chronic fatigue. Compare the motivation of those two customers when they…
Escúchalo en el minuto 7:28
ConversiónAl contratar una agencia externa de CRO, es imprescindible exigir compromisos contractuales de nivel de servicio (SLA) que incluyan un volumen mínimo de experimentos periódicos, métricas claras de aumento en conversión (uplift) y cronogramas de entrega rápidos, evitando agencias que dilaten el proceso con investigaciones excesivas antes de testear.
this video, by the way, and just be like, this guy's an idiot because they're like, we want to spend 50 hours surveying customers. We want to make sure everything is literally perfect and we need to handle it because you can't handle it yourself. It's just not true. I want to focus on high leverage analyst, designer, developer. There's a lot of ways to cut it. The main thing, if you're going to use an agency, make sure they promise a certain amount of tests, make sure they have SLA service level agreements around the amount of uplift that they're going to do and make sure that they're not…
Escúchalo en el minuto 37:39
ConversiónA un segundo de tiempo de carga la tasa de conversión ronda el 3%, y cada segundo adicional de retraso reduce la conversión en 0.5 puntos porcentuales.
Website speed. Again, this is friction. The longer they have to wait, the more likely they're going to get distracted. So this is how important it is. At one second load time, your conversion rate's 3%. Every single second we add, it's 0.5% decrease in conversion rate to the point where you could just
Escúchalo en el minuto 26:56
Reunión mensual de 'Voz del Cliente' entre soporte y marketing
Investigación de mercado y clienteEstablecer una reunión mensual periódica donde el equipo de atención al cliente exponga las quejas recurrentes y lo que más valoran los compradores permite al equipo de marketing y producto identificar nuevos ángulos de anuncios y priorizar experimentos basados en motivaciones reales.
again? Those kinds of things. The final place that we will find incredible insights about the motivation of our customers is customer service teams. Now, trick is to have a voice of the customer meeting on a monthly basis. Your customer service team presents. These are our customers' complaints. These are what they love about us. You could even get your email team. These are the ads. These are the angles that have worked for us. And this is what we need to focus on within our future tests because
Escúchalo en el minuto 15:36
Uso de advertorials para reducir la fricción en productos que requieren educación previa
ConversiónLos advertorials (artículos de venta con formato editorial o médico) aumentan drásticamente la conversión al reducir la ansiedad del comprador, pero solo deben emplearse cuando el producto requiere educación profunda para conectar el dolor con el resultado deseado y se dirige a una sola oferta concreta, no para catálogos masivos o compras impulsivas simples.
Then we've got advertorials. Did you know that 90% of these articles that you see on Fox News here, they look like articles, but they're actually ads. And this is to reduce the anxiety with the customers. is they're writing the article from a place of a foot excellent or a beauty expert or something like that, or this one's a doctor. And yeah, they basically drastically increase conversion rate because the person can read the entire article. It can really reduce the anxiety. So when do we use one of these and how do we use them? The first thing is we want to make sure our product is perfect…
Escúchalo en el minuto 31:26
Reducción de carga cognitiva y fricción por encima de la estética web
ConversiónLos diseños web altamente 'creativos' suelen convertir peor que los estándar y funcionales porque exigen esfuerzo cognitivo al usuario; reducir la fricción visual y de navegación quema menos energía mental y mejora las conversiones.
them more frequently than that. Then we've got friction. So the reason why friction is such a problem is when we are doing anything as humans during the day, we are burning calories. Our body, our mind, our lizard brain doesn't want to burn calories. The more confusing something is, the more calories you burn. Reduce the friction, increase the clarity and you'll burn less calories and your customer will convert more. So this is often why creative websites, you guys have all seen beautiful websites and you're like, wow, this looks great. Why don't all websites look like this? Because ugly…
Escúchalo en el minuto 23:49
Escalar adquisición mediante diversificación masiva de ángulos y avatares
Canales de adquisiciónPara acelerar el crecimiento temprano en paid media, conviene producir y testear cientos de creativos estructurados en torno a diferentes motivaciones de compra y perfiles de cliente (por ejemplo, el mismo problema abordado desde el punto de vista de una madre, una abuela o un niño), en lugar de insistir en un único ángulo.
different motivations is create different ads. I have one-on-one calls with every single one of my They're 30 minute calls one day. Massive coincidence where they did over $500,000 revenue in their third month of business. That is rapid scale. And I was like, there's got to be commonality between these. commonality? Because the variables are less at that stage because there's been less time to create action, right? They all had 300 ads in their ad account already at three months, which is just kind of absurd, right? Like it's so hard to get 300 ads when you have no content, where you're just…
Escúchalo en el minuto 17:06
ConversiónCuando existe confusión o amplia variedad de opciones para el cliente, utilizar un embudo con cuestionario ayuda a diagnosticar necesidades y recomendar el producto exacto, reduciendo la fricción en la decisión.
Then we've got quiz funnels. Now I've added this into the friction part because there's a lot of confusion around like, what is this product right for me? How does it work? Those kinds of things. about your goals, those kinds of things, and you end up getting served up the perfect product for around the dog's health, those kinds of things. If there's a lot of confusion or a lot of diversity around what product they could end up purchasing, then you want to run on one of these. For something like apparel, it's not really going to make too much sense because there's not too much logic behind
Escúchalo en el minuto 28:23
Reposicionamiento radical y premium: el caso Häagen-Dazs
Marca y posicionamientoCuando Senator Frozen Products perdía cuota de mercado frente a competidores de bajo coste en supermercados, ejecutó un giro radical ('big swing'): creó la marca Häagen-Dazs con un posicionamiento de lujo europeo, mejoró la fórmula del producto eliminando burbujas de aire, multiplicó el precio por cinco y migró su distribución hacia tiendas gourmet y 'delis', convirtiéndose eventualmente en una marca multimillonaria.
you do not know where it was actually created. It was created in the Bronx. You see, in the 1950s, the founder of Haagen-Dazs, then called Senator Frozen Products, like a politician named an ice cream, it's terrible, was getting priced out of the market. New technology was coming in, freezers. compete. All of the lower end competitors were putting in rebates, which were basically bribes, and they were losing all of their market share in supermarkets. So he knew he needed to do something. He knew that European luxury was coming big and Americans were getting obsessed with European luxurious…
Escúchalo en el minuto 1:02
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