Nate Lagos, a seasoned conversion rate optimization (CRO) specialist and entrepreneur, recently shared a striking case study from his client work that underscores the profound impact of seemingly minor copy adjustments on e-commerce performance. In a recent interview discussing his "bottoms-up" testing methodology, Lagos revealed a recent A/B test where a simple alteration in headline capitalization resulted in a remarkable 25% increase in conversions on a high-traffic landing page. This finding, which Lagos attributed to insights gleaned from social media discussions, highlights the persistent power of user-centric readability in digital marketing.
Lagos, who previously appeared on the podcast in 2025 to discuss Facebook ad performance, has since broadened his focus. His current work, particularly through his agency "Bottoms Up: Performance Copywriting & CRO," emphasizes a granular approach to optimizing the entire customer journey, from initial ad impressions to the final add-to-cart decision. This interview delved into his entrepreneurial journey, his distinct "bottoms-up" testing philosophy, advanced audience targeting strategies, and a nuanced perspective on marketing traditionally male-oriented products to female consumers.
The Entrepreneurial Pivot: From In-House Marketer to Agency Owner
Nate Lagos’s trajectory in the e-commerce marketing sphere is a testament to his adaptive strategy and entrepreneurial spirit. For nearly a decade, Lagos honed his skills in in-house performance marketing roles for prominent e-commerce companies, including Adapt Naturals, Original Grain, and Dugout Mugs. This extensive experience provided him with a deep understanding of the challenges and opportunities within various market segments.
The genesis of his entrepreneurial ventures began with the launch of his own brand, "Shootin’ Doubles," a niche apparel company specializing in hats designed for whiskey enthusiasts. What started as a passion project rapidly evolved into a viable business with significant growth potential. The success of "Shootin’ Doubles" prompted Lagos to re-evaluate his career path. While the brand provided a creative outlet and a growing revenue stream, the need for increased financial stability became apparent.
This realization led to the establishment of "Bottoms Up: Performance Copywriting & CRO" in May of the current year. The agency’s core mission is to systematically test and optimize on-site copy, email campaigns, and ad account messaging for e-commerce brands. The agency’s focus on performance-driven copywriting and CRO has quickly gained traction, demonstrating Lagos’s ability to translate his in-depth knowledge into tangible results for a diverse clientele. His journey illustrates a common but compelling narrative in the digital economy: the transition from employee to employer, fueled by market insight and a proactive approach to business development.
The "Bottoms-Up" Approach: Prioritizing Direct Conversion Drivers
Lagos’s approach to copywriting for conversions is rooted in a methodology he terms "bottoms-up" testing. This strategy contrasts with more common "top-of-funnel" ideation, which often begins with broad marketing concepts that may be distant from the actual purchase decision.
"I didn’t focus on conversion copy until I worked at Original Grain, makers of wooden watches, about five years ago," Lagos explained. "I was selling something with little utility. 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."
His research revealed that for products like wooden watches, the appeal extended far beyond mere functionality. "I realized that a watch is much more than a timekeeping device. It’s a sign of status, a symbol of accomplishment," he stated. By shifting the messaging to target these emotional and aspirational drivers, Original Grain saw significant improvements across key metrics. "Conversion rates, average order value, revenue per visitor – all moved aggressively in the right direction. We increased revenue nearly fivefold in the five years I was there. A lot of it was due to improved storytelling and copywriting."
The "bottoms-up" strategy, as defined by Lagos, involves placing the highest priority on testing copy elements that are closest to the point of purchase. This includes headlines, product detail pages, and even homepage content. The objective is to understand precisely what influences a user’s decision to either add an item to their cart or abandon the site.
"A bottoms-up strategy means testing copy as close as possible to the add-to-cart button – headlines, product detail pages, even home pages," Lagos elaborated. "I want to know what entices someone to buy or to bounce. Once we know that, we understand what buyers are really after. We can then go to top-of-funnel ideas that attract the right kind of intent. We’ll compose the core advertising message to be more attention-grabbing, more scroll-stopping."
This approach is systematically implemented using A/B testing tools. Lagos highlighted Intelligems as a preferred platform, stating, "90% of the time, we’re using Intelligems to A/B test everything. It’s a great tool." By focusing on the most direct influencers of conversion, Lagos aims to build a foundation of understanding that can then inform broader marketing strategies, ensuring that top-of-funnel efforts are aligned with validated customer motivations.
The Science of A/B Testing: Achieving Statistical Significance
The efficacy of any A/B testing strategy hinges on rigorous methodology and sufficient data. Lagos emphasized that for test results to be considered meaningful and actionable, a substantial volume of user interaction is required.
"Tens of thousands, if not hundreds of thousands, of site visitors and thousands of orders," Lagos stated when asked about the necessary volume for meaningful test results. His aim is to achieve statistical significance, targeting an 80% or higher likelihood that the tested variation outperforms the control. This level of confidence is crucial to avoid making decisions based on random fluctuations or outliers.
"Ongoing iteration is essential," he added, underscoring that CRO is not a one-time fix but a continuous process of refinement. He also pointed to the importance of analyzing user behavior beyond simple conversion rates. "A heat map tool will show what visitors are reading and spending time on. Those are the high-impact, high-leverage areas, typically landing pages, home pages, product pages, titles, and headlines. The first block of copy on a page matters a lot."
This data-driven approach allows Lagos and his team to identify the most critical areas for optimization. By combining quantitative data from A/B tests with qualitative insights from user behavior analysis, they can pinpoint specific elements that significantly influence user engagement and conversion. This systematic process ensures that marketing investments are directed toward strategies with the highest potential for return.
Surprising Insights: The Power of Readability in Headlines
Even for seasoned professionals like Nate Lagos, the field of CRO continues to yield unexpected discoveries. One such revelation came from a recent A/B test concerning headline capitalization, a detail he learned about through a tip shared on X (formerly Twitter).
"Avoid all caps is one. It’s apparently a legibility thing," Lagos remarked. "I haven’t tested it on buttons, but headlines and site copy don’t have to be in all caps. I can’t take credit for the idea, as I read it on X."
He then detailed a specific client scenario: "I recently tested it for a client who used all caps in headlines. I ran an alternative test that capitalized only the first letter of every word. It produced a 25% increase in conversions on a high-traffic landing page and a lower cost per acquisition. I was surprised."
This significant uplift, a 25% jump in conversions, directly correlates with a more accessible and easily digestible presentation of information. The test pitted a headline written entirely in uppercase letters against one that followed standard title case capitalization (first letter of each word capitalized). The results strongly suggested that the latter format significantly improved user comprehension and, consequently, their inclination to convert.
Lagos further noted a related observation: "I’ve seen similar results with headlines in smaller text rather than large." This reinforces the overarching theme that ease of reading is a critical, often underestimated, factor in user engagement and conversion. While large font sizes can command attention, if the text itself is difficult to process quickly, its impact can be diminished. The implication for marketers is clear: prioritizing clarity and legibility in all copy, especially in high-impact areas like headlines, can lead to substantial performance gains. This finding has broader implications for web design and content strategy, suggesting that accessibility and readability should be primary considerations, not afterthoughts.
Expanding Market Reach: Strategies for Saturated Audiences
When a brand has effectively captured its core audience, the challenge shifts to identifying new avenues for growth. Lagos advocates for a proactive and strategic approach to market expansion, emphasizing the identification and targeting of adjacent customer segments.
"Use products as a growth lever. Always ask, ‘Who else could we target?’" Lagos advised. He illustrated this point with his experience at Original Grain, where the company initially focused its messaging exclusively on men. "When I started at Original Grain, about half of our customers were women, yet we had only messaged men before that. We got very good at messaging women, who became 80% of our customers, and the business kept growing."
This pivot involved understanding the motivations of this previously underserved demographic. For Original Grain, it was about positioning watches as thoughtful gifts for male partners. Lagos suggested a similar thought process for other brands: "For your company, Beardbrand, maybe there’s an angle to sell beard oil to women who are tired of kissing husbands with scratchy beards. Before launching a bunch of expensive and time-consuming products, think about who else to sell to."
This strategy involves not just identifying new customer groups but also understanding their unique needs and motivations. By reframing existing products or developing new ones with these audiences in mind, brands can unlock significant growth potential without necessarily reinventing their core offerings. The key is to look beyond the obvious and explore the latent demand within related demographics.
Bridging Gender Audiences: The Nuances of Marketing to Women
Effectively marketing to women, particularly for products traditionally perceived as male-oriented, requires a nuanced understanding of their purchasing motivations and a willingness to adapt messaging accordingly. Lagos underscored the importance of bringing diverse perspectives into the marketing process.
"Hire a woman," Lagos stated unequivocally when asked for advice on selling to women. He recounted his experience at Original Grain: "I hired Sarah Levinger when I got to Original Grain. I did not know her before then. When I found out half our customers were women, I approached her. I said there’s a massive opportunity to sell men’s watches to women as gifts for their husbands, boyfriends, dads, and brothers, but I have no clue how to do it."
Levinger’s expertise proved invaluable. "She coached me a ton. We did great work together." The core insight derived from this collaboration was the power of gifting as a purchasing driver for women. "When it comes to gifts, it’s simple. Females want to make sure they show appreciation for what their husbands do for them." For Original Grain, this translated into understanding that women in traditional households often purchased gifts as a tangible expression of gratitude for their partners’ contributions.
This understanding led to a strategic shift in marketing efforts, particularly around key gifting holidays. "For the 30 days before Father’s Day and the 45 days before Christmas, our messaging aimed at female gift buyers. During the year, the main website focused on men." This dual approach allowed the brand to maximize its appeal across different segments and at different times of the year, demonstrating that a targeted, culturally sensitive approach can unlock substantial market share.
Connecting and Collaborating: Where to Find Nate Lagos
For those seeking to learn more about Nate Lagos’s strategies, engage his services, or connect with him professionally, he maintains an active presence across several platforms. He encourages followers to connect with him on X, where he shares insights and engages in industry discussions. His podcast, "Tactical and Practical Marketing," offers in-depth discussions on e-commerce growth strategies. Additionally, he is accessible and active on LinkedIn, a platform well-suited for professional networking and business development inquiries. His multifaceted engagement strategy reflects his commitment to both sharing knowledge and fostering professional relationships within the e-commerce and marketing communities.
