The Unofficial Shopify Podcast Ex-Supps CMO's Counter-Intuitive Growth Strategies
Aug 19, 2025
Devyn Merklin from X-Scale brings a fresh perspective on e-commerce growth. He challenges conventional wisdom about customer acquisition, revealing why lowering ad costs can be a mistake. Devyn shares success stories, including how gamification skyrocketed one brand’s subscription revenue. He discusses the surprising benefits of ‘ugly’ websites and emphasizes empathetic customer journey optimization. The conversation also covers effective giveaway strategies and common pitfalls, providing valuable insights for e-commerce brands looking to thrive.
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Do A 30-Day Strategic Onboarding
- Spend 30 days onboarding before pulling growth levers to deeply understand the brand and agree on strategy.
- Use that month to assess agencies, craft a 3/6/12-month plan, and get stakeholder buy-in before execution.
Analyze The Full Customer Journey
- Audit the full customer journey from ad to post-purchase with a fine-tooth comb to find hidden drop-off points.
- Mapping the end-to-end flow reveals friction that single-channel agencies often miss.
Use 30/60/90 LTV To Prioritize Focus
- Measure CAC and LTV at 30/60/90 days to decide whether to focus on acquisition or retention.
- Use those time-sliced LTVs to prioritize top-of-funnel scaling or backend retention plays.