Learn from My Rebranding Mistakes

I filmed so much content last week (relative to usual) that it’s nice to sit down and put together this [written, not filmed] newsletter. I don’t know about you, but I personally find filming content exhausting. I do enjoy it, but I could never be an actor so thankfully that’s not a passion of mine.

Here’s the lineup for this week’s newsletter edition:

• Live Leak Alert: Factor’s category pages don’t show grams of protein

• CRO, But Correct: Stop Finding #FakeWins (no p-hacking test results)

• Subscriber Exclusive: Get a homepage analysis for getting me 2 subscribers

• Chirpy Intel: Rebrand update + new newsletter name

• Haley Unfiltered: Not doing CRO because of economic or political reasons drives me insane

• Open Industry Jobs: Look for yourself or a friend

Am I trying out the concept of recurring newsletter segments? Yes. Let me know which ones you like or don’t like…or what you’d like to see from me.

Live Leak Alert 🚨

Here’s my favorite website leak from the wild this week. If it’s in your industry, think of it as a competitor insight. If it’s not your industry this week though, don’t skip over it! Many insights can be applied across industries or used as inspiration.

Industry: Meal Delivery

Company: Factor

Where: Category Pages

What: Product Tags for Product Discovery

I order Factor meals regularly. Each week you can customize your meal delivery. You do that through your online account.

A key segment of their audience is focused on high-protein meals, including myself. Their category page shows the calories and carbs per meal but not protein. Users have to click through to each meal's product detail page to see that information. Others are likely concerned about all macros, meaning some people likely want to see the amounts of fat per meal as well.

👀 Showing all macros on the category page for each meal, which is easily doable, would make the weekly ordering process drastically easier and eliminate several clicks from the journey. 👀

If you ran a...

➡️ poll,

➡️ survey,

➡️ user testing,

➡️ heatmaps, or

➡️ session recordings, for example...

you'd likely get user feedback and data about this.

Then, you'd be able to fix it, run tests, and optimize the design solution to solve these problems.

Sometimes people think small aspects don't matter. Oftentimes, they do.

(Notice the linear progression of starting with data-backed PROBLEMS and THEN moving to solutions.)

CRO, But Correct ✔️

CRO is done poorly so often. There’s tons of misinformation. Untrained people. Poorly trained or undertrained people. Confusion. So on and so forth. Here’s a source of truth for you to help you learn how to do CRO in all the right ways.

Stop Finding #FakeWins

“Let’s break it down by segment. There might be something there.”

🚨 That’s the sound of p-hacking creeping in.

When you slice your test data after the fact without planning and justification, you’re no longer analyzing. You’re fishing. 🎣

The more cuts you make, the more likely you are to find a lift that’s not actually there. And if you act on that? You’re not optimizing.

The solution?

✅ Predefine your segments

✅ Limit comparisons

✅ Control for false discovery

✅ Be okay with saying: “This didn’t move the needle yet.”

That doesn’t mean post-test segmentation is useless though. It just means it’s hypothesis fuel, not a conclusion.

Here’s how we handle it at Chirpy: If we notice a meaningful signal in a post-hoc segment (e.g., returning users on mobile had a notably different response)… 🔍

We don’t declare a win.

Instead, we ask questions like:

🧐 Is this pattern consistent with research data?

🧐 Is there a plausible explanation behind the difference?

🧐 How large is the sample size of the segment?

If we do take action, we design a follow-up test just for that segment with a registered hypothesis, new KPIs, and stricter thresholds.

The first test raised the question. The next one proves (or disproves) it.

That’s how you turn noise into signal and insight into action.

You don’t need a win in every test. You need a program built on integrity. Real growth compounds. Made-up wins just keep you busy.

CRO isn’t about looking smart. It’s about making sure what “works” actually works.

If you’re a marketer stuck between gut feelings, opinion wars, and endless tests that don’t move the needle, you’re not alone.

Ask 2 Colleagues & Get Homepage Ideas in Return 👥

I love subscribers. Everyone loves free stuff. Let’s help each other!

1. Think of 2 people that would find this newsletter helpful.

2. Send them the referral link at the bottom of this email.

3. Get them to subscribe using a business email. (Don’t ask your random cousin, please.)

4. I’ll get notified and send you a quick analysis of your website’s homepage for free in a short video.

That’s it!

Chirpy Intel 💜

I’ve Rebranded Chirpy Twice This Year…WAS NOT THE ORIGINAL PLAN

I rebranded Chirpy earlier this year...and I just rebranded AGAIN.

Know that you get what you pay for and if you buy cheap, you buy twice. That's exactly what happened when I didn't follow my own advice.

My timeline and budget ARE OVER DOUBLE what I had initially planned. OUCH.

I scrapped the last rebrand from March though. I had to do it. It wasn’t good enough, and I wasn’t going to settle for less.

I soft launched the new brand last week. The new brand is live on social accounts and the temporary page at mychirpy.com.

I'm obsessed with it. It's perfect. It's even better than what I'd dreamed of before. It will live for such a long time.

Full new site coming in the next few weeks. Check out what's live now. More about the journey coming soon.

Watch the video (click it)! 👇🎥 I left the thumbnail as a mid-sentence action shot so you would know it’s really me talking in it, sitting in my office, trying to share my life with you.

S/O to my dream team, Halo Lab, for their work on this project.

This Newsletter is Now Named “Leakproof” 📣

THIS IS GETTING A NEW NAME. “Chirpy’s Weekly Newsletter” is a boring name for this and it describes nothing about it. Imagine a friend goes, “Hey, have you heard of Chirpy’s Weekly Newsletter?” No one is going to say that. So, I’m renaming it to “Leakproof.” It’s fun. It’s catchy. It’s sharable. It’s memorable. It’s accurate. It’s encompassing of the content I like to share. Someone would be much more likely to say, “Hey, do you get the Leakproof newsletter?”

It’ll still be weekly. It’ll have much more content consistently than ever before. It’ll have new formats. New types of content. It’s going to be seriously improved.

It’s going to include content relative to these themes:

• Conversion Rate Optimization (of course)

• Marketing & growth

• Entrepreneurship and my journey as a Founder

• Tools and technology relative to the above

• Topical news relative to the above

• Special promotions & company updates

Haley Unfiltered 🧠

Enterprise companies holding off on website optimization because of economic or political reasons drives me insane.

Sure, Mark, cut the only initiative (Conversion Rate Optimization) in the entire world of business that is guaranteed to make you more money under any circumstances. Makes sense to me.

There’s no better way to combat losses, risk, and fear.

Scenario: You’re a DTC company. All (or a huge portion) of your business comes from your website. You pay for traffic. You pay for brand efforts. You pay for SEO work. You pay for all kinds of other marketing stuff. Then, you’re not optimizing your website, the place where you send everyone to actually buy stuff and give you their money. WTF. I mean, really. It’s just silly.

Why does this happen if this is so clear?

In my opinion, it’s due to a wide lack of knowing that CRO even exists OR a major lack of understanding what it is.

When I’m talking to real humans in the real world (not people online), many people think CRO only stands for Chief Revenue Officer. 🤦‍♀️

However, I can’t blame people…that totally makes sense if you’ve never heard of Conversion Rate Optimization before.

Know that…

1. CRO is not just optimizing conversion rates.

2. It’s enabling you to make business decisions based on data, not guesswork, by using research and testing.

3. It doesn’t take forever to start seeing value.

4. It always works if it’s done properly (there’s no way it won’t, it’s all based on data and a proven system).

5. Tons of work can still be done on low-traffic sites.

6. You can still optimize even with smaller budgets.

You gather data. Analyze the data. Use the data to inform changes to make. Test the changes to see if they work. Make the changes. Reap the benefits. Repeat.

Open Industry Jobs

• American Airlines: Analyst, Digital Experimentation (Link)

• New Look: Digital Experimentation Manager (Link)

• Home Chef: Director, Marketing Analytics & Experimentation (Link)

• BrightScout: CRO Specialist (Link)

• DoorDash: Software Engineer, Experimentation Analytics (Link)

• Optimizely: Senior Statistician, Experimentation (Link)

• Rosewood Hotel Group: Manager, Web & Media Analytics, Global (Link)

• eBay: Senior Product Manager, Growth (Link)

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I optimize DTC digital journeys for a living. I love what I do, and I appreciate you giving some of your time and attention to my newsletter.

Interested in asking me for help with your website optimization? Book a call with me and let’s talk about it.

Stay Chirpy,

Haley 🤘

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