Shaun Brandt Oddit

121. Optimising with Brand First CRO

 July 26, 2022

By  Will

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In episode 121 of the Customers Who Click podcast I spoke with Shaun Brandt, Co-Founder of Oddit, a brand-led CRO service. As I’m sure you’re aware, CRO is incredibly important for brands. It can have a huge impact on your business, making you more efficient and more profitable.

Oddit puts a focus on brand-led CRO, and this is important because it’s essential to have that brand consistency in the first place. You need to be recognisable, and you need to be consistent if you expect people to remember your brand and come back to purchase from you.

There’s tremendous merit in customer surveys and A/B tests, but we really are kind of a step before that.

They provide a UX teardown of a website with a focus on brand and consistency to help companies lay the foundation for optimisation.

If you’d like to contact Shaun you can reach out to him on LinkedIn or visit the Oddit website.

Key highlights:

04:36 - 06:01 - Biggest Opportunities for D2C Growth - Authenticity is key, in marketing and in brand positioning. The playing field has been levelled in terms of being able to produce and sell products, so its much harder to stand out. This has to be done at a brand level. Having a brand story that you share and communicate on will put you in a much stronger position for long term growth than just sticking a logo on some products and trying to shift them.

06:26 - 26:16 - How to Communicate Your Brand Story - It’s a fine line of communicating what the product is and the benefits of it, while also getting that brand story across. If you can get that balance right, people will understand how amazing your products are, and feel attached to your brand as well. A great way of doing this to make sure your marketers and your influencers are fully aligned with your brand guidelines.  Another great way is to get your customers involved. Ask them for reviews, particularly video reviews, and share them. People open up a lot more on video, they take a bit more time with their responses and this comes across really genuine.

26:34 - 41:50 - Shaun’s Top Tips for Creating Digital Experiences - One of the most common things Oddit comments on is the lack of a clear brand statement. Too many people get involved, you end up with quite a convoluted statement in the form of a paragraph, and most heatmaps and recordings show that visitors just scroll past them. People have no attention span these days, so if you have some fluffy statement on the screen that people don’t immediately see value in, they skip it.

Another mistake brands make is to just show recent reviews on their site. While thats of course important, there are certain areas where you want to be showing the most valuable reviews you can find. Reviews that very specifically call out some of the key benefits and value propositions of your product.

Thats whats going to catch peoples attention. Not ‘product is great, shipping was quick.’

42:07 - Who Would Shaun Like to Take For Lunch in the D2C Marketing World?

Taylor Holiday from Common Thread, hes extremely smart, extremely passionate about what he does.

43:45 - Shaun’s Must-Have Ecommerce Tools:

  • Klaviyo

  • Knocommerce

  • Superhuman email

If you’d like to hear more from Shaun, you can connect with him on LinkedIn or head over to https://oddit.co/.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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