Why Your Conversion Rate is Lying to You | CRO Strategies for Ecommerce Brands

From A Garage to £30M | How Absolute Collagen Built a Subscription DTC Brand | Darcy Laceby

Most ecommerce brands don’t fail because of the product. They fail because they can’t build trust, retention, and community at scale. In this episode of Paid Forward, Raman Verma sits down with Darcy Laceby, co-founder of Absolute Collagen, to break down how she scaled a garage startup into a £30M collagen brand and one of the UK’s leading DTC success stories. Darcy shares the realities of building a high-growth ecommerce business without external funding, how community-led growth became Absolute Collagen’s competitive advantage, and why retention matters more than ever in modern ecommerce. The conversation dives deep into subscription models, Meta ads, TikTok Shop, Amazon growth, retail expansion with Boots, founder-led content, customer trust, and international scaling strategies across the US and China. If you’re a founder, marketer, ecommerce operator, or DTC brand builder, this episode is packed with practical insights on sustainable growth, customer retention, creative strategy, and building a brand people genuinely believe in. Topics covered: • Community-led ecommerce growth • Subscription retention strategies • Scaling DTC brands profitably • Meta Ads and TikTok Shop growth • Amazon and retail expansion • Founder-led storytelling and brand trust • Customer acquisition and retention • Ecommerce growth strategy in 2026 • International expansion for consumer brands Guest Links 👤 Guest: Darcy Laceby 🔗 LinkedIn:   / darcy-laceby-495432135   [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa3FwRmpOQWpxUy0ycUtfUkNZT1l1Q3VlZnh4d3xBQ3Jtc0ttdGVlRFNSTG9JNFBET3ZlTV8tMkY3SGFSMGJuUHN6RDI4b2d3QjEzOGh3dUNKcHBSYmNna0txaUdqT1BtTUNPUlp0S3BVNkhuSXVKcE1NNUp5QnhKUWlXMHFRb1pmOGpWTU1hZlFNUmJXWlVBUUpVdw&q=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fdarcy-laceby-495432135%2F&v=aKp5XfI7BI8] 🌐 Website: https://www.absolutecollagen.com/ [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbVdrRVZQRGsxbk5mUXF5Wm5yX1FlSDhHa0FJZ3xBQ3Jtc0tsUDVyTWFzamdLN0JMdVdkYW9pQnNHVGF3TF9Xc3JaOGhyaUVEbktJZTNUcF9ENDM4VlAtY3pjdTZHdEdNTk96bXZnNE1RTWRjMjlHVnNJYndabU5CZkRrMk40MHRSQk1KMVZXZGFiZnRsYXRTWHNqcw&q=https%3A%2F%2Fwww.absolutecollagen.com%2F&v=aKp5XfI7BI8] 📸Instagram - https://www.instagram.com/darcylaceby/ [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbXItUV94UHc1T0x0WUltVjdPYWVORkJSaERKd3xBQ3Jtc0tsbURuSUJvQjQtalZWdTlZTEpHLXdCbXlsU1UyWVI1LVNQVUh3c2xteFRUYkxaTFBZNjhnY0hWT1FNMUhfbEZPTFRKNldtRnpUUWx2LS1ZNGdyX1RQbEFxV1NETEw0ckJabDZ0TDRGc3pZX3NjVWJROA&q=https%3A%2F%2Fwww.instagram.com%2Fdarcylaceby%2F&v=aKp5XfI7BI8] Host Links 🎙 Host: Raman Verma 🔗 LinkedIn:   / ramanverma-kandidly   [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbGNzTmc4dFRTMjZrT3VqeHg0S1JNcW1JNkJsUXxBQ3Jtc0trOXZ3aHl0d3dhZ3h3RFhuRlJ4ZGZMeDJnOHdOd1J6cWhma1lMOFZWSkNlNXBHVEk1TUlQdlAySHFUWml6aFR3Y2hhNTk4cEU0XzdiWFdEUUlDWHFrWkRXZFlEdmk4YjVraHhWWHRsYWl3OW9iaGtLZw&q=https%3A%2F%2Fwww.linkedin.com%2Fin%2Framanverma-kandidly&v=aKp5XfI7BI8] 🌐 Website: https://kandidly.co.uk [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbUZQOG9qb0NFQldzR3QxOTB6Zk9Ya3REZUpkZ3xBQ3Jtc0ttMlV3NnpPeXNQRExBbXlWOG1MZGxFTnZYUEhBVmhQcUlNTlJ1RmdnUWs1LXBwcEhBbFJCUzF1NnYtR25SSC1GeXFtbTVrb3cxdnVZVUtZaTFpODZ1Z0J0eEZlVXR0OTBMVFBJeW55X3A1dUY2WWVTcw&q=https%3A%2F%2Fkandidly.co.uk%2F&v=aKp5XfI7BI8]

The Digital Transformation Playbook For Enterprise Brands

For ecommerce and legacy businesses struggling to scale digitally, improving customer experience and operational thinking is often more important than simply driving more traffic or launching new technology. In this episode of Paid Forward, Raman Verma speaks with Hemant, a digital transformation leader with experience spanning ecommerce, travel, retail, and international expansion. From helping grow EasyJet’s ancillary revenue from $50M to $100M+ to leading ecommerce initiatives across Europe, Hemant shares practical lessons on customer journey optimisation, experimentation, digital KPIs, and scaling online businesses sustainably. Drawing on more than 20 years of experience, Hemant explains why many digital transformation projects fail, how businesses create friction by replicating offline processes online, and why customer experience should always take priority over aesthetics. The conversation also explores localisation vs globalisation in ecommerce, balancing DTC with retail partnerships, agency vs in-house dynamics, and the future impact of AI and blockchain on digital marketing. If you are an ecommerce founder, operator, marketer, or business leader looking to scale digitally while improving profitability and customer experience, this episode provides practical insights from someone who has led transformation projects across multiple industries. • Why customer experience matters more than aesthetics in ecommerce • The digital KPI framework that drives sustainable growth • How EasyJet increased ancillary revenue without reducing conversions • Why experimentation and testing are critical for digital transformation • The operational and organisational barriers that slow digital adoption • How global brands balance localisation with scalable ecommerce systems • Why businesses should rethink their dependence on Google and paid media Guest: Hemant DesaiLinkedIn: https://www.linkedin.com/in/hemant-desai/ [https://www.linkedin.com/in/hemant-desai/] Host: Raman Verma https://www.linkedin.com/in/ramanverma-kandidly⁠ [https://www.linkedin.com/in/ramanverma-kandidly] ⁠https://kandidly.co.uk [https://kandidly.co.uk]

Why Your Conversion Rate is Lying to You | CRO Strategies for Ecommerce Brands

For ecommerce brands struggling to improve performance, understanding what truly drives conversions is just as important as driving more traffic. In this episode of Paid Forward, Raman Verma speaks with Adam Pearce, Shopify CRO expert and Co-Founder of Blend Commerce, a specialist agency helping high-growth brands improve revenue through data-driven Conversion Rate Optimisation. Adam shares how CRO has evolved from design-led experimentation into a structured discipline focused on improving user journeys, increasing average order value, and driving repeat purchases. Drawing on years of CRO testing experience, Adam explains why many brands misunderstand optimisation, why conversion rate alone is often misleading, and how small UX improvements can significantly impact profitability. The discussion explores the importance of trust signals, how to prioritise experiments using proven frameworks, and why traffic volume plays a critical role in reliable A/B testing. If you are an ecommerce founder, operator, or growth leader looking to scale efficiently, this episode provides practical insight into how high-performing brands approach experimentation, improve customer experience, and build sustainable revenue growth. • Why CRO is about improving revenue per visitor, not just conversion rate • The three ecommerce growth levers: buy now, buy more, buy again • Where users drop off in the customer journey and how to reduce friction • How trust signals such as returns policies and guarantees increase conversions • Why traffic thresholds matter for accurate A/B testing results • How bundling and offer strategy can increase average order value • Why revenue per session is a stronger performance metric than conversion rate Guest: Adam Pearce https://www.linkedin.com/in/shopifyexpertadampearce/ [https://www.linkedin.com/in/shopifyexpertadampearce/] Blend Commerce https://blendcommerce.com/ [https://blendcommerce.com/] eCom Collab Club https://www.linkedin.com/company/the-ecom-collab-club/ [https://www.linkedin.com/company/the-ecom-collab-club/] Host: Raman Verma https://www.linkedin.com/in/ramanverma-kandidly [https://www.linkedin.com/in/ramanverma-kandidly] https://kandidly.co.uk [https://kandidly.co.uk]

How to Scale & Sell Your Consumer Brand | From £5M to Exit

For founders struggling to stand out in crowded markets, understanding what makes a brand truly investable is just as important as understanding what makes it attractive to customers. In this episode of Paid Forward, Raman Verma speaks with Leon Hughes, Partner at Piper, a private equity firm with a 40-year track record of backing high-growth consumer brands. Leon shares how Piper evaluates opportunities, what separates strong brands from the rest, and why purpose-led positioning, strong fundamentals, and founder mindset play a critical role in attracting investment. Drawing on his experience as both a founder and investor, Leon explains how private equity firms assess brand strength, leadership capability, and commercial performance. The discussion explores the metrics that matter most, how founders can improve valuation outcomes, and why building a distinctive brand with strong customer retention is often the foundation of long-term enterprise value. If you are an ecommerce founder, operator, or growth leader planning to raise investment or scale towards an exit, this episode provides practical insight into how sophisticated investors evaluate risk, opportunity, and partnership fit. • What private equity firms look for when evaluating consumer brands • Why purpose-led brands often build stronger long-term value • The importance of LTV, CAC, retention, and cohort analysis in due diligence • How founders can demonstrate momentum and increase valuation potential • Common mistakes brands make when preparing for investment • Why investor-founder fit is critical for long-term success • How governance and strategic guidance prepare brands for exit Guest: Leon Hughes https://www.linkedin.com/in/leonhughes Piper https://www.piper.co.uk [https://www.piper.co.uk] Host: Raman Verma https://www.linkedin.com/in/ramanverma-kandidly [https://www.linkedin.com/in/ramanverma-kandidly] https://kandidly.co.uk [https://kandidly.co.uk]

Value Proposition Strategy in 2026: How Ecommerce Brands Win Customers

Most ecommerce brands struggle to clearly communicate why customers should choose them. When messaging sounds generic, brands compete on price, conversion rates suffer, and long term growth becomes difficult. In this episode of Paid Forward, Raman Verma speaks with Steve Willicott about how strong value propositions help brands stand out, connect with customers, and build sustainable competitive advantage. Steve shares practical frameworks and real world examples that explain how successful brands define what makes them truly different. Using case studies including Patagonia, YETI, and Uncle Matt's Hats, this conversation explores how storytelling, brand personality, and authentic positioning influence customer perception and long term growth. If you are an ecommerce founder, marketer, or growth leader looking to improve brand positioning and communicate value more clearly, this episode provides practical and actionable insights you can apply immediately. • What a value proposition really is, and why most brands get it wrong • The difference between features, benefits, and true differentiation • How to identify your brand’s unique positioning using the Venn diagram framework • Why emotional connection often drives stronger brand preference • How packaging, storytelling, and brand experience influence perceived value • Practical ways to test and refine your value proposition • How brand personality can become a long term competitive advantage Resources & Mentions YETI parody video referenced in discussion https://www.youtube.com/watch?v=HF5MtXSDknU [https://www.youtube.com/watch?v=HF5MtXSDknU] Chasing the Stigma https://www.chasingthestigma.co.uk [https://www.chasingthestigma.co.uk] Hub of Hope https://hubofhope.co.uk [https://hubofhope.co.uk] Guest: Steve Willicott https://www.linkedin.com/in/stevewillicott [https://www.linkedin.com/in/stevewillicott]https://unclemattshats.com/ [https://unclemattshats.com/] Host: Raman Verma https://www.linkedin.com/in/ramanverma-kandidly [https://www.linkedin.com/in/ramanverma-kandidly] https://kandidly.co.uk [https://kandidly.co.uk]