How a simple headline increased conversions by 27%

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The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

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BestSelf Co. had a bounce problem on their Self Journal page.

People were landing. Then leaving. Heat maps showed nobody was scrolling past the fold. So they ran surveys to find out why.

Two answers kept coming up: "I don't understand what this does" and "I don't trust it will work."

Nothing was hooking them in the first few seconds.

Qualitative research turned up something the page was completely ignoring. The people actually buying weren't students or hobbyists. They were professionals. And that word was nowhere on the page.

So they changed one headline.

Before: generic product messaging.

After: "Help 500,000+ professionals achieve their goals."

Three things in one line: who it's for, what it does, proof it works.

Sales went up 27%. Desktop lifted 74%.

Research tells you who's converting.

Copy's job is to make that obvious in the first three seconds.

Action Summary:

Credit: Raphael Paulin-Daigle

Let us know by simply replying to this email, and we’ll have an expert reach out to you and answer that, and you can also expect to receive some helpful resources.

Every agency has a version of this problem. A client emails asking where things stand. You spend 20 minutes digging through three tools and a Slack thread to piece together an answer you should have had in 10 seconds.

The fix is a client GPT: one ChatGPT project per client that holds everything about them.

Setup takes about 20 minutes.

You upload their brand guidelines, past briefs, email threads, and meeting notes.

Then you add a custom instruction that tells the GPT how to use that context: answer questions about this client using only what's in these files.

After that, every question you'd normally hunt for, you just ask. "What's their preferred tone?" "What did we agree on the last call?" "What's their deadline for Q3 content?" It answers from the actual documents, not your memory.

The bigger win is onboarding. When someone new joins the account, you don't spend two hours walking them through client history. You point them at the GPT.

Action Summary:

Credit: Rick Mulready

You sit through a 45-minute "AI search" panel. You nod. You clap. You go home with nothing to do on Monday.

If you're actually trying to keep up with what's happening in LLM SEO, AEO, GEO, or whatever we're calling it this week, the bar for a worthwhile event is pretty specific: real data from real experiments, not slide decks of screenshots.

Attendees who are in the weeds daily, not people who read about it.

And a track record of actually useful material.

Events like Zero Click, Ahrefs Evolve, and SEO Week clear that bar.

Here’s a list of the 2026 conferences worth your time if AI search is something you're actively working on.

Credit: Ross Simmonds

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