The Founders Forum – Details, episodes & analysis

Oliver Kenyon, co-founder of ConversionWise, a fully qualified chef who has spent over 20 years working online, and has built the largest affiliate community in the world! With a team of 60+ members, this powerhouse CEO is leading ConversionWise to generate $400-500k in MRR while working with over 3,500 brands globally.

In this episode you'll learn from one of the the best (literally) in the industry regarding conversion strategies, landing page design, and affiliate marketing.

Oliver specifically shares his thoughts on conversion rate optimization (CRO) and the importance of focusing on revenue per session rather than just conversion rate. He also discusses the challenges of benchmarking CRO results, as it varies depending on factors such as price points and brand uniqueness.

Key Takeaways:

• The importance of focusing on revenue per session
• How to avoid doing this 1 thing without testing first
• Why this testing is crucial for identifying and removing conversion funnel distractions.
• How a trust policy bar can showcase trust indicators and a testimonial to handle objections your brand may encounter 
• Why Social proof, is essential for increasing conversions. 
• How the use of countdown timers, inventory timers, and seasonality can rapidly drive sales. 
• Why you should prioritize quality over quantity when running A/B tests

To learn more about Oliver and his team at Conversion Wise head here: www.cnvrsn.co/conversionwise 

To connect with Oliver follow him here on X: https://x.com/oliverkenyon

To lean more about the Foxwell Founders Community head here: www.Foxwelldigital.com/membership

In this conversation, Danil Saliukov, CEO of Incense, joins Edwin & Tris to explore the evolving landscape of User Generated Content (UGC). They discuss the impact of Gen.AI on UGC creation, the differences between UGC and influencer content, and the importance of finding the right creators. The conversation also delves into the performance of UGC across various verticals, the significance of creative briefing, common pitfalls in UGC campaigns, and how to measure success and ROI.

Daniel emphasizes that UGC is evolving and that a well-structured creative strategy is essential for effective campaigns.

Key Takeaways:

• How UGC is evolving and remains a vital part of marketing.
• How Gen.AI can enhance the creative process for UGC.
• Why Differentiating between UGC and influencer content is crucial.
• Why finding the right creators requires a clear understanding of objectives.
• Why UGC performs best for these types of products.
• The one thing to not sacrifice just to save money on ad creatives
• Why knowing this one thing will help you effectively target your ads
• How soon results can be seen from a UGC campaign
• How this one thing can significantly enhance ad performance.
• How this platform shop is revolutionizing e-commerce by unlocking new audiences.
• The reason your UGC might not be working
• Why you should be focusing on social commerce in 2025

Book a 1-2-1 strategy call by Nov 8 and get $200 for your first UGC campaign

To get Insense's Ultimate eBook for A Successful Q4 head here: 

To learn more about Danil and his team at Insense head here: 

To learn more about the Foxwell Founders community: https://Foxwelldigital.com/membership

Phil Kiel, the managing director at Hello Earth Agency, shares his insights on troubleshooting and improving performance in digital advertising. He emphasizes the importance of understanding seasonality, analyzing key performance metrics like revenue, CPA, ROAS, and conversion rate, and making data-driven decisions.

Hosts, Edwin & Tristram question Phil on the role of creative strategy in driving performance and the need for collaboration between media buyers and creatives.

Phil also highlights the significance of effective communication and building trust with clients during challenging times.

Takeaways:

• Why its so important to understand seasonality and compare current performance to previous periods to gain insights.
• The 4 metrics you should focus on when making account decisions.
• When its important to reduce the number of live campaigns, ad sets, and ads in an account
• Why it's so important to collaborate closely between media buyers and creatives
• The one thing you must do to have client support during challenging times.
• Two campaigns to consider running before retargeting.

To learn more about Phil and The Hello Earth Agency head here: 

If you'd like to learn more about the Founders Community or want to become a member you can do so here.

In this conversation, Tris and Edwin interview Jess Bachman, the Creative Strategy Director at Fireteam, about effective creative strategies for advertising.

They discuss the use of ASMR-style videos as a successful format across different clients, the importance of testing and iterating on creative, and the need for brands to differentiate themselves in their ads.

Jess also shares insights on benchmark metrics for click-through rates and thumb stop rates, as well as the process of sourcing creative when resources are limited.

Key Takeaways

• How ASMR-style videos can be an effective format for introducing new users to brand.

• Why testing and iterating on creative is crucial for producing successful ads campaigns.

• How differentiating a brand and articulating its unique selling points are essential for successful advertising.

• The benchmark metrics for click-through rates and thumb stop you should be considering based on your target audience.

• How sourcing creative can vary wildly from reaching out to influencers to simply using post-it notes in ads.

To learn more about Jess Bachman and the Fire Team head to: https://www.fireteam.is

If you'd like to learn more about the Founders Community or want to become a member you can do so here.

Akvile DeFazio, owner of Akvertise.com discusses the role of AI in media buying and its impact on workflow. She believes that AI will enhance, rather than replace, human creativity.

Akvile shares her experience with AI tools and how they have helped her team create concise summaries, import data for reporting and overall improve efficiencies in managing client accounts. She also highlights the importance of documenting processes and using AI to refine them.

Key Takeaways

• How AI is allowing for more efficient account management
• Why AI is helping to improve communication skills
• How handing over tasks to AI can allow more time for more strategic work
• Why documenting processes and using AI to refine them is a most for any agency

To learn more about Akvile DeFazio and her team you can and head to: https://www.akvertise.com/ If you'd like to learn more about the Founders Community or want to become a member you can do so here: www.foxwelldigital.com/membership

In this episode of the Foxwell Founders podcast, Brett Fish, founder of Tag Hero, discusses the importance of tracking and technology in e-commerce.

He addresses the question of whether third-party tracking services provide an edge over Shopify's built-in server-side pixel implementation and provides insights into the perfect tracking setup.

Key Takeaways:

• Who third-party tracking services are most beneficial for.
• Why Shopify's pixel implementation may be just right for you
• When its best suited to move to a third-party tracking service
• The 3 things the best tracking set-ups all have
• The importance of regular testing pixel events
• Why Brett believes the founders membership is so valuable

To learn more about Brett Fish and TagHero you can head to: www.taghero.io

If you'd like to learn more about the Founders Community or want to become a member you can do so here: www.foxwelldigital.com/membership

Jenni-Lyn, the owner of a Snarky Tea, joins Edwin and Tristram to discuss her experience managing the supply chain and inventory for her business. She shares insights on sourcing suppliers, building relationships, and dealing with difficult partners(she landed a deal on Shark Tank).

She emphasizes the importance of inventory management as a strategic differentiator and explains how her company creates excitement by offering limited edition products. She even walks through her strategy for these new product drops. She also shares the value of building a community of superfans and creating a safe space for customers.

Key Takeaways:

• How building strong relationships with suppliers is crucial for a successful supply chain.
• How her willingness to take on different roles helped her overcome challenges in the business and improved efficiency.
• Why inventory management can be a strategic differentiator, allowing businesses to create excitement and cater to specific customer preferences.
• How limited edition products can generate excitement and loyalty among customers.
• The importance of balancing new customer acquisition with serving existing customers for long-term success.
• When to accurately use product drops and revenue generation events to maintain cash flow and drive sales.
• Why AI can be a useful tool in certain areas, but can lack the human experience that is essential for branding.
• The one thing Jenni-lyn leaned into to create simplicity with her inventory management.

To learn more about Jenni-lyn and Snarky Tea you can follow her here 

If you'd like to learn more about the Founders Community or want to become a member you can do so here.

In this conversation, Jeff Bekavac, CRO of Swiftstart, shares his expertise on selling on Amazon. He discusses the challenges of dealing with Amazon, the benefits of selling on the platform, and the importance of Fulfilled by Amazon (FBA). Jeff also provides insights on inventory management, standing out in a crowded marketplace, and optimizing product images and titles.

Key Takeaways:

• How selling on Amazon can provide additional revenue and brand awareness.
• Why he recommends Fulfilled by Amazon (FBA).
• The amount of inventory you should be sending to Amazon.
• The 3 things you need when dealing with Amazon's challenges.
• How you should be utilizing Amazon's tools to improve your product listings.
• Why you should never bait or encourage fake reviews on Amazon.
• The margins you can expect to gain selling on Amazon.
• Why Amazon Ads take time, especially for new listings.
• The best ways to differentiate your brand on Amazon vs. your website
• Why product discovery is so valuable on Amazon.

To connect With Geoff reach out to him here: geoff@swiftstart.com

If you'd like to learn more about the Founders Community or want to become a member you can do so here: www.foxwelldigital.com/membership

In this conversation, Tristram and Edwin chat with, Foxwell Founders very own, Courtney Fritts, to discuss the success of TikTok Shops and how it is working for different brands. She emphasizes the importance of having the right products for TikTok Shops and the need for a content flow to support the platform.

They also discuss the intricacies of advertising on TikTok, specifically focusing on TikTok Shops and they explore the importance of on-platform data in a cookieless world.

Courtney also shares some of the challenges and nuances of TikTok ads, emphasizing the need to be a student of the platform and understand consumer behavior. 

Key Takeaways:

• How TikTok Shops can be successful for brands with specific products that are well-suited for impulse buys and quick conversions.
• The importance of content flow and consistency in posting on TikTok before starting on TikTok Shops.
• Why both value and conversion-based campaigns can work on TikTok Shops.
• Why collecting data and having a pixel on your site is crucial for TikTok ad performance, especially as we head into a cookie-less ecosystem.
• Why testing different targeting strategies and content formats is crucial to finding success on TikTok.
• How TikTok ads can have a significant impact on Amazon sales.
• Why it's so important to consider branded/non-branded search as well as overall lift in sales when defining TikTok Ad success.
• Why being a student of the platform and understanding consumer psychology is key to creating effective TikTok ads.

To Connect With Courtney follow her here: https://twitter.com/courtfritts

If you'd like to learn more about the Founders Community or want to become a member you can do so here: www.foxwelldigital.com/membership

In this conversation, Collin Slattery, owner of Taikun Digital explains the differences between Facebook and Google and how each is king when it comes to its specific use case when it comes to customer acquisition.

Collin emphasizes the importance of optimizing product feeds for Google and the potential of non-branded search ads for e-commerce. He shares insights on scaling landing pages, leveraging YouTube Shorts for advertising, and the impact of AI on Google Search. Collin wraps up the conversation discussing agency management with Tristram and Edwin and how he's achieving healthy margins in his agency.

Key Takeaways:

• Why Facebook is great for demand generation, while Google is better for demand capture.
• How optimizing product feeds is crucial for success on Google.
• How YouTube Shorts can be a game changer for advertisers, especially when leveraging existing creative.
• Why AI poses an existential threat to Google's search business.
• How to effectively achieve healthy margins in your agency through effective management and optimization.
• Choosing the right billing model and why it should align with both the agency's and the client's goals.
• How processes and automations play a crucial role in agency management, allowing for scalability and efficiency.
• Why tracking time and profitability is essential for understanding the agency's financial health.
  
  To learn more about Collin Slattery check him and his team out at https://www.taikundigital.com/
  
  If you'd like to learn more about the Founders Community or want to become a member you can do so here: www.foxwelldigital.com/membership