Your customers aren't picking a competitor over you. Most of the time, they're just not thinking of you at all.

My guest, marketing scientist Byron Sharp, wrote How Brands Grow, the book that rewired how marketers think about growth.

In this episode:

• Why most lost sales were never a real competition (mental availability)

• Mental vs physical availability, and why both drive growth

• Why loyalty programs and retention barely move the needle

• The over-segmentation trap: why growth means reaching everyone

• Why boring, consistent brands like Toyota quietly win

Links:

• Ehrenberg-Bass Institute: https://marketingscience.info/

• How Brands Grow: https://global.oup.com/academic/product/how-brands-grow-9780195573565

• Byron Sharp on LinkedIn: https://www.linkedin.com/in/professorbyronsharp

Beyond the Algorithm with Alex Chich. Deconstructing how winners decide on marketing.

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#marketing #ecommerce #branding

Everyone has access to GA4. So why is everyone still stuck on the same conversion rate?

In this episode, Alex Chi sits down with Talia Wolf - founder of GetUplift, author of "Emotional Targeting," and one of the most respected voices in conversion optimization - to unpack why the brands that win aren't the ones with the most data. They're the ones obsessed with the emotions behind every purchase.

Talia explains why attribution matters less than ever, how to actually understand your customers (not just box them into a spreadsheet), and why your messaging — not your design or your button colors — is what makes you stand out. We also get into how small e-commerce brands with little traffic can outmaneuver the giants, why you should never let ChatGPT write your copy, and the 3-step framework Talia uses to 10x conversions.

If you sell anything online, this one will change how you look at your website.

CHAPTERS
00:00 Intro
00:35 Talia's mission & the "Emotional Targeting" book
02:13 Why you should worry less about tracking
05:57 How to actually research your customers (interviews, surveys, social listening)
09:00 Self-image vs. social image: the two biggest drivers of conversions
10:08 GA4 & Clarity tell you the "where" — not the "why"
12:10 Why "10 quick tests" listicles aren't enough anymore
13:17 Talia's favorite research method: social listening on Reddit
16:10 Can you run CRO with low traffic and no big data?
18:31 Messaging first, design second — and why
19:46 Should you use ChatGPT to write your copy? (Talia's hard no)
24:02 Brand consistency on AND off your website
28:07 The 223 emotional triggers — and the 2 that matter most
34:57 Talia's 3-step framework: research, emotional audit, meaningful tests
38:52 The truth about A/B tests: most of them fail
41:08 Can small brands really beat the giants? The economy of trust
43:51 Why a simple iPhone video builds more trust than a polished ad

About Talia Wolf:
Talia is the founder of GetUplift and author of "Emotional Targeting." She helps brands grow by optimizing their entire customer journey around emotion and psychology — backed by thousands of A/B tests.
📘 Get the book & learn more: https://www.taliawolf.com | https://getuplift.co
🔗 Connect with Talia on LinkedIn & Instagram

ABOUT BEYOND the Algorithm team:

Check more about us and our podcast on UAWC agency website

Summary

In this interview, Sergey, a team lead specializing in email marketing and AI projects, shares expert insights on optimizing Klaviyo accounts for e-commerce success. Discover key strategies for account audits, tracking, flows, and avoiding common pitfalls to maximize revenue and customer engagement.

Key Topics

• Klaviyo account audit checklist
• Tracking and attribution in Klaviyo
• Optimizing email flows and personalization

Takeaways

• Regularly audit your Klaviyo account focusing on attribution and tracking.
• Ensure flows are set up with correct triggers and filters to avoid missed opportunities.
• Use dynamic variables and personalization to increase email relevance.
• Monitor deliverability and integration health to prevent revenue loss.

Guest NameSergey

titles

• Mastering Klaviyo: 10 Essential Audit Tips for E-commerce Success
• The Ultimate Guide to Klaviyo Flows and Tracking

Sound Bites

• "Klaviyo is a set it and forget it channel."
• "50-50 chance of successful A/B tests."
• "Use profile filters to prevent overlap."

Chapters

00:00 Introduction to Email Marketing and Klaviyo

03:43 Understanding Klaviyo's Attributed Revenue

06:55 Importance of Tracking in Klaviyo

09:38 Auditing Klaviyo Accounts: Key Steps

13:57 Optimizing Pop-Ups for Email Sign-Ups

17:08 Effective Sign-Up Offers and Strategies

19:51 A/B Testing for Sign-Up Forms

22:26 Understanding Welcome Flows and Their Importance

35:16 Optimizing Abandonment Flows for Better Engagement

36:37 Distinguishing Between Abandoned Cart and Checkout

41:26 Monitoring Deliverability and Integration Issues

The conversation with Oleg Krasnov delves into the importance of customer support for businesses of all sizes, emphasizing the need for a customer-centric approach and the impact of support on customer retention. Oleg shares insights on hiring for support roles and the value of empathy in customer interactions. The conversation covers a wide range of topics, including the hiring process, the importance of values, and the role of AI in customer support. Oleg shares insights on the hiring process, the significance of motivation and values, and the use of values as a tool for culture-building. Additionally, he discusses the evolution of customer support and the challenges and opportunities presented by AI.

Takeaways

• Customer support is a core capacity for any company, regardless of its size.
• The right talent and environment for support roles can lead to exceptional customer experiences and low attrition rates. Hiring Process
• Values as a Tool
• AI in Customer Support

Chapters

• 00:00 Hiring for Support Roles and the Value of Empathy
• 40:30 The Hiring Process: Skills and Motivation
• 52:30 The Importance of Values in Hiring and Culture-Building
• 01:21:02 AI in Customer Support: Challenges and Opportunities

Most brands do not lose trust in one big moment.They lose it one fake sale at a time.In this episode, I break down why real scarcity builds demand, while fake scarcity makes brands look cheap.You’ll see why Apple, Hermès and Supreme win with scarcity, and why constant discounts quietly damage trust, pricing power and growth.Comment with one way you could build real scarcity into your business.