In this episode of Abandoned Cart, Adam sits down with Alex, co-founder and CEO of Nini Organics, the artisan skincare brand built on passion, authenticity and a mission to reformulate the beauty industry for the better.

Alex shares the story behind Nini Organics, from struggling with severe acne and working in luxury beauty retail, to formulating products by hand and building one of the highest returning customer rates in the skincare space. He explains why the natural beauty movement fell out of favour after COVID and how Nini continued to thrive by staying true to its ethos, avoiding greenwashing, and keeping human connection at the centre of the brand.

Expect a refreshingly honest conversation about:

• The best advice Alex ever received and how it shaped his approach to business and boundaries

• The early beginnings of Nini Organics and why artisan, small batch creation is true luxury

• How the natural and organic beauty movement changed and why consumer sentiment dipped

• Why authenticity, founder presence and human connection have become Nini’s greatest growth levers

• The brand’s scrappy, founder-led marketing, experiments that worked, and content that absolutely did not

• How to build a loyal customer base without compromising on values or chasing trends

• The role of paid media, why Instagram remains their strongest platform, and the pros and cons of navigating Meta and TikTok

• What is next for Nini Organics, from pop-ups to new formulations and wider collaborations in the green beauty space

Whether you are an e-commerce founder, a marketer or simply someone building a brand with heart, you will take away valuable lessons on staying focused, standing firm in your mission and using authenticity to cut through a crowded market.

Connect with Nini Organics:

Instagram: @niniorganics

Website: niniorganics.com

Reach out directly on the Nini hotline or via DM for personalised skincare advice.

Connect with And Allies:

If you’re a scaling ecommerce brand looking for a growth partner across strategy, paid media & creative, head to https://andallies.co.uk/

Enjoy the episode, and subscribe for more honest conversations with the founders and marketers shaping the future of ecommerce.

In this episode, we are joined by Kim Leary, founder of Squibble, about essential strategies for improving user experience (UX) and conversion rate optimization (CRO) in e-commerce.

We discuss the importance of pricing for quality and how testing and understanding customer behavior is crucial for marketing analytics.

We also explore challenges faced by small businesses with low website traffic and future trends in CRO, including the role of AI and the convergence of UX and CRO.

• Kim Leary's Journey and Squibble's Story
• Challenges in Marketing Analytics
• Importance of User Behavior Data
• Understanding UX vs CRO
• The Future of CRO

Links

Kim (Turrell) Leary

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

Website : https://squibble.design/

& Allies (Formerly Pink Leopard)

www.andallies.co.uk

In this episode, we are joined by Stokely Howard, a performance creative expert.

Stokely shares insights from his journey, influenced by his granddad's advice about the brevity of life, which fuels his drive across multiple ventures.

We explore the importance of storytelling in e-commerce, detailed strategies for creating effective videos, the role of continuous testing, and cost-effective ways to produce engaging content. We also discuss the impact of TikTok on modern branding and how creative elements can significantly boost conversion rates on websites.

Stokely emphasises the necessity of adaptability, understanding customer pain points, and consistently feeding the content creation loop with fresh and strategic ideas.

The episode wraps up with actionable tips for leveraging video content to enhance customer trust and drive sales.

• Stokely's Background and Business
• Creating Highly Converting Videos
• The Importance of Brand Strategy
• Cost-Effective Content Creation
• TikTok and Creative Strategies

Links

Stokely Howard

LinkedIn: https://www.linkedin.com/in/stokely-howard-0281a378/

Website: https://www.trendygrandad.com/

&Allies (Formerly Pink Leopard)

www.andallies.co.uk

In this episode, we are joined by Matt Caron, a Shopify SEO specialist and yoga teacher, where we discuss the significance of mindset in personal and professional life, the evolution of e-commerce search, and the impact of AI on search algorithms.

Matt explains the transition from keyword matching to more advanced algorithmic approaches and the importance of high-quality content, structured data, and product optimisation for e-commerce businesses.

We also delve into the future of AI in search, its potential privacy issues, and strategies that e-commerce leaders can implement to stay competitive in the evolving digital landscape.

Key takeaways:

• The Evolution of E-commerce Search
• The Future of AI in E-commerce
• Practical Tips for E-commerce Leaders
• Key Strategies for Shopify SEO
• The Impact of SEO on E-commerce Success
• Understanding and implementing effective SEO strategies

Links

Matt Caron

LinkedIn : https://www.linkedin.com/in/matt-caron/

Pink Leopard

www.pinkleopard.co.uk

In this episode, we are joined by Rebecca Worsley, founder of Rainy City, an award-winning Shopify Plus agency. Rebecca shares her journey from dropshipping to creating a successful e-commerce agency, emphasising the importance of personalised user experience (UX) in web design.

Throughout the episode, we discuss actionable insights such as leveraging tools like Rebuy and DataShips, integrating AI for tailor-made customer interactions, and the critical role of understanding and targeting the right customer demographic to boost online sales.

Key Takeaways:

• Rebecca's Journey: From Dropshipping to Rainy City
• The Importance of User Experience (UX) in e-commerce
• Challenges and Misconceptions in UX
• Personalization in Web Design
• Tools and Technologies for Personalization
• 5 Future Trends and Final Thoughts
• Advice for Improving Website UX

Links

Rebecca Worsley

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

Website : https://www.rainycityagency.com/

Pink Leopard

www.pinkleopard.co.uk

In this episode, we are joined by Celia Tugores, Head of Digital Marketing and e-Commerce at UpCircle Beauty.

Celia shares the best advice she received, emphasising the importance of following your own path. We dive into five key elements of profitable growth in e-commerce: creative strategy, offer, conversion rates, brand awareness, and retention strategies.

Celia elaborates on how each element contributes to a successful and efficient business, stressing the importance of testing, optimisation, and making data-driven decisions.

Key Takeaways:

• The Five Keys to Profitable Growth
• Understanding Profit and Customer Acquisition
• Creative Strategy: The Volume Game
• Crafting the Perfect Offer
• Optimizing Conversion Rates
• Building Brand Awareness
• Retention Strategies for Long-Term Success
• Daily Tracking and Prioritizing Based on Data

Links

Celia Tugores

LinkedIn : https://www.linkedin.com/in/celia-tugores-322626156/

Website : https://upcirclebeauty.com/

Pink Leopard

www.pinkleopard.co.uk

In this episode, we are joined by John Redman, founder of Ask Bosco and Modo 25. The discussion spans a wide range of digital marketing and e-commerce topics, beginning with the crucial role of early mornings in productivity.

John elaborates on how his companies tackle inefficiencies in digital marketing, especially in light of challenges posed by iOS 14 and the transition to GA4.

We explore the nuances of multi-channel attribution, the impact of accurate data, and strategies to optimise ad spend using AI. The conversation also offers valuable insights into dealing with click fraud and the importance of building a compelling brand story.

Listeners are given a special opportunity to try Ask Bosco and receive further support from Pink Leopard for their digital marketing needs.

Key Takeaways:

• The Story Behind Ask Bosco and Modo 25
• Challenges in E-commerce Performance Measurement
• Impact of iOS Changes on Digital Marketing
• Struggles of Small Brands in the Current Market
• The Importance of Brand in Business
• Understanding Attribution Models
• Multi-Touch Attribution and Its Challenges
• The Role of Retargeting in Attribution
• Educating Stakeholders on Attribution
• Click Fraud and Bot Traffic
• Optimizing Budget Allocation with AI

Links

John Readman

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

Website : https://askbosco.io/ & https://modo25.com/

In this episode, we are joined by Lucianne Soley, founder of Soley Creative. We delve into the critical role of commercial design in marketing and sales strategies, discussing its impact on business success.

Luciane shares her expert insights on creating brand equity, the importance of first impressions, and the strategic elements that make design commercially viable.

She also cover tips for briefing designers, the significance of having a brand guardian, and a real-world example of a successful rebranding project.

This episode offers practical advice on maintaining a consistent brand identity and effectively critiquing design work to ensure commercial success.

Key Takeaways:

• Understanding Solely Creative and Commercial Design
• The Importance of First Impressions in Design
• Building Brand Equity and Resonance
• The Impact of Commercial Design on Business Success
• How to Brief a Designer Effectively
• Top Tips for Implementing Commercial Design

Links:

Lucianne Soley

LinkedIn: https://www.linkedin.com/in/lucianne-soley/

Website: https://www.soleycreative.com/

Pink Leopard

www.pinkleopard.co.uk