Nate Lagos, a seasoned conversion rate optimization (CRO) expert with over a decade of experience in performance marketing for e-commerce brands, recently encountered a test result that defied his expectations, underscoring the persistent need for empirical validation even for seemingly settled best practices. A client’s landing page, which prominently featured headlines in all capital letters, experienced a remarkable 25% surge in conversions after a subtle alteration: capitalizing only the first letter of each word in those headlines. This finding, shared during a recent podcast appearance, highlights the power of granular testing and challenges assumptions about readability and user engagement.
Lagos, who previously appeared on the podcast in 2025 to discuss Facebook ad performance, returned to delve into a multifaceted approach to e-commerce growth. His current focus, encapsulated by his agency "Bottoms Up: Performance Copywriting & CRO," emphasizes a "bottoms-up" testing methodology, sophisticated audience targeting, and innovative strategies for marketing traditionally male-oriented products to female consumers. The conversation provided a deep dive into his entrepreneurial journey and his data-driven strategies for optimizing e-commerce performance.
From In-House Marketer to Entrepreneurial CRO Specialist
Lagos’s transition from a decade spent in in-house performance marketing roles for companies like Adapt Naturals, Original Grain, and Dugout Mugs, to entrepreneurship, marks a significant shift in his career trajectory. His initial foray into entrepreneurship began with the launch of "Shootin’ Doubles," a hat brand catering to whiskey enthusiasts, which started as a passion project and evolved into a substantial business. This success prompted a strategic decision to leave his full-time position to dedicate his energy to the growing venture.
However, the need for increased revenue streams quickly became apparent. In May of the current year, Lagos established "Bottoms Up: Performance Copywriting & CRO." This agency specializes in rigorously testing and refining on-site copy, email campaigns, and ad account messaging for e-commerce brands. The agency has seen rapid success, indicating a strong market demand for his specialized expertise.
The "Bottoms-Up" Approach: Focusing on the Point of Decision
Lagos articulated a distinct philosophy regarding copywriting for conversions, a realization that crystallized during his tenure at Original Grain, a maker of wooden watches. "I was selling something with little utility," Lagos explained. "Everyone owns a phone to tell time; no one needs a watch. So I started to investigate why people buy a watch, why the category even exists."
This inquiry led him to understand that a watch transcends its functional purpose, serving as a potent symbol of status and accomplishment. By shifting the messaging to resonate with this deeper psychological motivation, Original Grain saw significant improvements across key performance indicators. "Conversion rates, average order value, revenue per visitor – all moved aggressively in the right direction," Lagos reported, attributing nearly a fivefold increase in revenue over his five-year tenure to enhanced storytelling and copywriting.
His "bottoms-up" methodology contrasts with traditional "top-of-funnel" strategies, which often focus on broad awareness campaigns that may be distant from the immediate purchase decision. "Top-of-funnel is typically far from an actual purchase decision," Lagos stated. "Often, it’s not even related to the products."
In contrast, the "bottoms-up" approach prioritizes testing copy at the most critical junctures of the customer journey, such as headlines, product detail pages, and even home pages. "I want to know what entices someone to buy or to bounce," he emphasized. This granular understanding of what truly motivates a purchase or leads to abandonment allows for the subsequent refinement of top-of-funnel strategies, ensuring they attract prospects with genuine purchase intent. The core advertising message, therefore, becomes more impactful and "scroll-stopping," designed to capture attention and drive action. To facilitate this rigorous testing, Lagos noted that 90% of the time, his agency utilizes Intelligems, a tool he highly recommends for its A/B testing capabilities.
The Unexpected Impact of Typography: A Case Study in All Caps
One of the most surprising findings from Lagos’s recent work involved the typographical treatment of headlines. While the use of all capital letters in headlines is a common practice in advertising, a recent test for a client revealed its potential to hinder, rather than help, conversion rates. "Avoid all caps is one," Lagos stated, attributing the insight to a tip he encountered on X. "It’s apparently a legibility thing."
The client in question employed all-caps text for their key landing page headlines. Following the suggestion, Lagos proposed an A/B test pitting the existing all-caps headlines against variations where only the first letter of each word was capitalized. The results were striking: the alternative headline format led to a 25% increase in conversions on a high-traffic landing page, accompanied by a reduced cost per acquisition.
"I was surprised," Lagos admitted. This finding aligns with broader trends in user interface design and readability research, which often suggest that conventional sentence case or title case can be more easily processed by the human eye than all uppercase text. Studies in typography and human-computer interaction have indicated that all-caps can slow reading speed and increase cognitive load, potentially leading to user frustration or disengagement, especially on digital platforms where users scan content rapidly. While Lagos clarified that he had not tested this on buttons, the impact on headlines and general site copy was demonstrably positive. He also noted observing similar positive outcomes with headlines presented in smaller font sizes compared to larger ones, further reinforcing the principle of prioritizing clear and easy-to-read copy.
Expanding Market Reach: Targeting New Audiences and Demographics
Beyond optimizing existing customer engagement, Lagos advocates for proactive growth strategies that involve identifying and reaching new customer segments. "Use products as a growth lever," he advised. "Always ask, ‘Who else could we target?’"
A prime example of this strategy in action was at Original Grain. Initially, the brand primarily marketed to men. However, an analysis revealed that approximately half of their customer base was female. Recognizing this untapped potential, Lagos and his team developed targeted messaging for women. This initiative proved highly successful, with women becoming 80% of their customer base and significantly contributing to the brand’s sustained growth.
Applying this principle to other businesses, Lagos suggested exploring adjacent markets. For instance, he proposed that a company like Beardbrand could potentially market beard oil to women who are dissatisfied with the texture of their partners’ beards. This approach emphasizes a strategic expansion of the target audience before investing heavily in new product development or complex marketing campaigns.
Bridging the Gender Gap in Marketing: The Power of Female Insight
A crucial element of Lagos’s strategy for expanding into new demographics, particularly women, involves incorporating female perspectives directly into the marketing process. "Hire a woman," he stated unequivocally. He recounted hiring Sarah Levinger at Original Grain after discovering the significant female customer base. Recognizing his own lack of expertise in marketing men’s watches to women, he approached Levinger, acknowledging the immense opportunity but his own limitations.
Levinger’s contributions were invaluable. She coached Lagos and his team, enabling them to develop highly effective campaigns. The strategy revolved around understanding the motivations of female gift-givers. In traditional households, women often purchase gifts for their male partners as a tangible expression of appreciation for their contributions.
Original Grain strategically tailored its messaging to this insight. During peak gifting seasons like the 30 days leading up to Father’s Day and the 45 days before Christmas, the website’s messaging was predominantly aimed at female gift buyers. For the rest of the year, the primary focus remained on male consumers. This dual approach allowed the brand to maximize sales during critical periods by effectively communicating with a key purchasing demographic, demonstrating a nuanced understanding of consumer behavior and seasonal purchasing patterns.
Staying Connected and Leveraging Expertise
For those interested in learning more about Nate Lagos’s work or engaging his services, he remains active on several platforms. He encourages followers to connect with him on X, where he shares insights and updates. His podcast, "Tactical and Practical Marketing," offers further deep dives into e-commerce strategies. Additionally, he maintains a professional presence on LinkedIn, providing another avenue for connection and professional engagement. His entrepreneurial journey and data-driven approach to CRO continue to offer valuable lessons for businesses navigating the complex landscape of online commerce.
