Most e-commerce brands pour money into paid ads before their foundation is solid, and that's exactly why they're not converting.

In this episode, Sandy sits down with Nora Arzoumanian, Head of E-Commerce at Mobilia, with over two decades of experience scaling e-commerce for product-based brands across multiple industries. Together, they break down what actually drives e-commerce conversions, why email marketing and SMS outperform paid ads for product brands, and what small and mid-size brands can do today to move the needle without burning through their budget.

What you'll learn in this episode:

• Why your paid ads are not converting and what to fix first

• How to use email marketing and SMS to drive consistent revenue for your product brand

• The trust signals every e-commerce website needs to reduce friction and increase conversions

• The difference between SEO and GEO and what it means for product brand visibility

• How to optimize your e-commerce website for both search engines and real buyers

Whether you are just launching your DTC brand or trying to scale past a plateau, this episode is packed with practical e-commerce marketing strategies you can apply immediately.

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Nora on LinkedIn: https://www.linkedin.com/in/noraarzoumanian/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

Chapters: 

00:00 Meet Nora Arzoumanian

07:18 Paid Ads Reality Check

10:20 Email Marketing Goldmine

20:27 Selling High Ticket Online

25:46 Website Content and UGC

29:29 Analytics and Journey Mapping

31:57 SEO Meets GEO

37:44 Designing for Humans and AI

40:31 Three Quick Wins