E049: How Digital Product Fuels DTC Growth with Connor Dault

This week, it’s a Connor Special as we’re joined by Connor Dault, VP of Growth & Digital Product at Caraway, to discuss the role of digital product in DTC growth and how it intersects with performance marketing, UX, and conversion. We dive into Caraway’s strategic response to HexClad’s Super Bowl ad, why digital product isn’t just CRO and how Caraway builds high-performing product experiences that go beyond simple A/B testing. Connor also shares insights on balancing data-driven optimization with brand storytelling, how Caraway approaches site navigation and product merchandising, and why many DTC brands still overlook the power of digital product in driving long-term revenue.

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Chapters

00:00 Introduction

01:22 Connor Dault's Background and Role at Caraway

05:23 Insights from Super Bowl Weekend

10:52 The Evolution of Super Bowl Advertising

17:30 Lessons from Quibi's Super Bowl Experience

33:54 Leveraging Current Events in Marketing

39:02 Building Digital Product Teams

43:50 Balancing Roadmaps and CRO Testing

49:41 Insights from Incrementality Testing

56:15 Common Mistakes in Digital Product Strategy

01:02:33 Inspiration from Successful Brands

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