Optimizing for Taboo Products with Tracy Laranjo

12/20/23 • 27 min

No Hacks: The Mindset Behind Digital Optimization and Growth

Welcome to nohacks.show, a weekly podcast that lets smart people talk to you about better online experiences!
This week, we explore the intriguing realm of optimizing taboo products and services with Tracy Laranjo, a seasoned expert in Conversion Rate Optimization (CRO) and research. Tracy, renowned for her dynamic presence in the optimization and experimentation community, brings a wealth of knowledge and an engaging personality to this compelling discussion.
Episode Highlights:

Redefining Marketing Norms for Taboo Products: Tracy dives deep into the challenges and innovative strategies involved in marketing products that are often stigmatized or overlooked. She shares her experiences with sexual wellness and death-related products, revealing how marketers navigate sensitive topics and cultural nuances.
Empathetic and Inclusive Marketing: Learn about the importance of empathetic decision-making in marketing. Tracy highlights how understanding diverse customer segments can lead to more effective and inclusive marketing strategies, especially for products that cater to a wide range of individuals.
Navigating Advertising Challenges: The episode sheds light on the unique hurdles faced while advertising taboo products, from dealing with ad platform restrictions to creatively showcasing products within legal and cultural boundaries.
Strategic Content and Education: Discover how education and strategic content can be powerful tools in overcoming marketing challenges. Tracy discusses the role of informative content in guiding potential customers through their purchase journey, especially when dealing with sensitive or stigmatized products.
Transparent and Compliant Marketing Practices: Tracy emphasizes the importance of compliance and transparency in marketing, particularly in sectors with stringent advertising guidelines.
Tracy's Vision for the Future: The episode concludes with Tracy sharing her aspirations to specialize in sexual wellness and pleasure products, underscoring her commitment to sex positivity and inclusive marketing.

Why You Should Listen:

Whether you're a digital marketing professional, a business leader, or someone intrigued by the unique challenges of marketing taboo products, this episode offers a wealth of knowledge, insightful strategies, and real-world examples. Join us for an episode that not only educates but also inspires new ways to think about marketing in sensitive sectors.
Tracy's LinkedIn

Chapters:

0:00 - Introduction
1:08 - Tracy's Background
2:14 - Challenges in Paid Acquisition
3:18 - Starting in CRO
4:20 - Ad Platforms and Cultural Barriers
6:19 - Marketing Willful Products
7:48 - Empathetic and Inclusive Decision Making
10:02 - Cultural Norms in Marketing
14:14 - Tracy's Specialization Goals in Sexual Wellness
16:01 - Strategic Content and Education
19:04 - Transparent and Compliant Marketing
22:30 - Conclusion

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Redefining Marketing Norms for Taboo Products: Tracy dives deep into the challenges and innovative strategies involved in marketing products that are often stigmatized or overlooked. She shares her experiences with sexual wellness and death-related products, revealing how marketers navigate sensitive topics and cultural nuances.
Empathetic and Inclusive Marketing: Learn about the importance of empathetic decision-making in marketing. Tracy highlights how understanding diverse customer segments can lead to more effective and inclusive marketing strategies, especially for products that cater to a wide range of individuals.
Navigating Advertising Challenges: The episode sheds light on the unique hurdles faced while advertising taboo products, from dealing with ad platform restrictions to creatively showcasing products within legal and cultural boundaries.
Strategic Content and Education: Discover how education and strategic content can be powerful tools in overcoming marketing challenges. Tracy discusses the role of informative content in guiding potential customers through their purchase journey, especially when dealing with sensitive or stigmatized products.
Transparent and Compliant Marketing Practices: Tracy emphasizes the importance of compliance and transparency in marketing, particularly in sectors with stringent advertising guidelines.
Tracy's Vision for the Future: The episode concludes with Tracy sharing her aspirations to specialize in sexual wellness and pleasure products, underscoring her commitment to sex positivity and inclusive marketing.

Why You Should Listen:

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If you enjoyed the episode, please share it with a friend!
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Previous Episode

CRAP and CARE in Web Analytics with Mikko Piippo

Welcome to nohacks.show, a weekly podcast that lets smart people talk to you about better online experiences!
In this episode we dive into the practical world of digital analytics with Mikko Piippo, the co-founder of Hopkins, a digital marketing agency based in Helsinki, Finland. Mikko shared valuable insights into digital marketing and analytics in the real world, contrasting it with the often-idealized versions presented at conferences.
Highlights of the episode include:

Mikko's unique perspective on digital analytics, emphasizes practical, low-cost tools and strategies suitable for websites with limited traffic.
An engaging discussion on the CRAP (Collect data, Report data, Avoid analysis, Postpone action) vs. CARE (Collect data, Analyze data, Recommend actions, Experiment) models, offering a two-step analytics maturity framework that organizations can adopt.
Insights into the challenges and opportunities presented by new analytics tools like GA4, and the importance of JavaScript in analytics.
A comparison of different analytics tools like GA4, Piwik Pro, and Matomo, including their suitability for various business sizes and needs, especially in the context of privacy and data storage within the European Union.
Whether you're a digital marketing professional, a student, or someone interested in the practical aspects of web analytics, this episode is packed with actionable advice and thought-provoking discussions.

Episode links:

Chapters:
[00:00:00] Introduction to Mikko Piippo and the real-world digital analytics
[00:06:27] Discussion on CRAP vs. CARE models in web analytics
[00:10:42] The value of analysis and experimentation in digital analytics
[00:14:22] Future trends in digital analytics: Automation and AI
[00:18:12] Challenges in web analytics for low-traffic sites
[00:21:05] Comparison of analytics tools: PeeWeekPro and Matomo vs. GA4
[00:25:08] Using analytics beyond just a glorified stat counter

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Next Episode

Communicating CRO with Iqbal Ali

Welcome to nohacks.show, a weekly podcast that lets smart people talk to you about better online experiences!
In this episode, we delve into the fascinating world of Iqbal Ali, a multifaceted creative force in the fields of UX design, development, data, and optimization. With over 20 years of experience, Iqbal brings a unique blend of expertise to the table, as he discusses his journey from a frustrated employee to a successful self-published comic book creator and a seasoned CRO consultant.

Key highlights of the episode include:

The Genesis of Creative Expression: Discover how Iqbal turned his work frustrations into a creative outlet, leading to the birth of his first comic book, 'Strange Skies.'
Bridging Comics and CRO: Iqbal shares insights into his popular CRO Tales comic series on LinkedIn, explaining the metaphor behind its space-themed protagonist and how it resonates with his professional experiences.
The Art of Storytelling in Data: Dive deep into how Iqbal applies his storytelling skills from comics to data visualization and CRO, offering a fresh perspective on communicating complex information.
Networks and Nerd Outs: Learn about Iqbal's experiences at Comic Con and Experimentation Elite, drawing parallels between these events and the importance of community engagement.
Treachery of Data and More: Get a glimpse into Iqbal's YouTube series 'Treachery of Data' and how he uses different platforms to share his expertise and passion.

This episode is a must-listen for anyone interested in the intersection of creativity, data, and user experience. Iqbal's journey is not just a testament to his talent but also an inspiring story of how diverse interests can harmoniously coexist and enrich professional life.

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If you enjoyed the episode, please share it with a friend!
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