Jordy Wade, founder of The Better Clean, shares the raw truth of launching and scaling a DTC brand, from Shopify setbacks to TikTok virality. This episode reveals how to pivot under pressure, optimize conversions by understanding Gen Z, and build a product that virtually eliminates returns—critical lessons for any e-commerce operator looking to build a resilient and profitable business.
Key takeaways
Leverage organic social platforms like TikTok for brand awareness and sales, especially in crisis. The Better Clean used TikTok to save their brand launch when Shopify froze sales.
Implement a 'launch now, fix later' mentality, but be prepared for brutal product lessons and iterate quickly based on customer feedback to minimize returns. The Better Clean went 18 months without a return by focusing on quality.
Prioritize CRO by addressing common mistakes, optimizing for Gen Z buying habits (e.g., mobile-first UX, concise content), and understanding that small tweaks can significantly impact conversions.
Develop a brand message grounded in tangible benefits (price + performance) rather than broad, undefined claims, even for sustainable products. This approach resonated more with The Better Clean's audience.
Don't shy away from founder-led marketing, as it builds authenticity and trust. Combine this with robust email marketing and diligent tracking of key metrics to understand customer behavior and drive growth.
Themes
brand strategyconversion rate optimizationdtc launch & scalingsocial media marketing
SEO Audit HereAppear on the eCommerce Australia PodcastIn this episode, Ryan Martin chats with Jordy Wade, eCommerce founder of The Better Clean and Ile Digital, a CRO and email marketing agency. From a Shopify shutdown to TikTok virality, Jordy shares the unfiltered story of launching his DTC brand, scaling from Byron to Bali, and learning what actually moves the needle in eCommerce.What you’ll learn:How TikTok helped save their brand launch after Shopify froze salesWhy “launch now, fix later” worked (with some brutal product lessons)Jordy’s top 3 CRO mistakes that most founders make (and how to fix them)How Gen Z’s buying habits are changing website UX best practicesWhy Jordy avoids the “eco-warrior” brand message and focuses on price + performanceThe exact strategy that helped The Better Clean go 18 months without a single returnThe power of founder-led marketing, email insights, and knowing your numbersWhether you're in st
Frequently asked about this episode
What does this episode say about brand strategy?
Leverage organic social platforms like TikTok for brand awareness and sales, especially in crisis. The Better Clean used TikTok to save their brand launch when Shopify froze sales.
What does this episode say about conversion rate optimization?
Implement a 'launch now, fix later' mentality, but be prepared for brutal product lessons and iterate quickly based on customer feedback to minimize returns. The Better Clean went 18 months without a return by focusing on quality.
What does this episode say about dtc launch & scaling?
Prioritize CRO by addressing common mistakes, optimizing for Gen Z buying habits (e.g., mobile-first UX, concise content), and understanding that small tweaks can significantly impact conversions.
What does this episode say about social media marketing?
Develop a brand message grounded in tangible benefits (price + performance) rather than broad, undefined claims, even for sustainable products. This approach resonated more with The Better Clean's audience.
What does this episode say about brand strategy?
Don't shy away from founder-led marketing, as it builds authenticity and trust. Combine this with robust email marketing and diligent tracking of key metrics to understand customer behavior and drive growth.
