About this episode

Will North discusses marketing strategies and insights from his experience at Kulani Kinis, focusing on conversion rate optimisation and customer psychology.

Will North has led marketing and commercial functions at brands including Meshki, PE Nation, AJE and Superdry UK. For the last two and a half years he's been at Kulani Kinis , the Australian swimwear brand doing 75-80% of its revenue in the US. He joined Ryan Martin from Remarkable Digital to talk conversion rate optimisation, attribution, TikTok Shop and the marketing shifts defining 2026. The Kulani Kinis story. Founded 11.5 years ago by Sydney couple Danny and Alex as a side hustle, the brand found its footing in the US when Alex transferred to EY in LA. Today the US makes up 75-80% of revenue; Australia is just 7%. CRO is a business metric, not a digital one. Will's Retail Fest keynote ("I Lost the Company $15 Million and Got a Promotion") explored why every untested change to your site is a potential loss. His starting point: survey customers who've purchased and subscribers who haven't, distil 3-4 themes, then run ideas through an effort-versus-upside matrix before testing. Context kills best practice. Adding "some items in your cart may sell out" drove nearly $2M in annualised revenue at a streetwear brand. The same test lost revenue at a women's…

People in this episode

Host: Ryan Martin

Guest: Will North

Topics covered

• conversion rate optimisation
• attribution
• TikTok Shop
• marketing shifts
• customer psychology
• eCommerce

Keywords

• CRO
• attribution
• TikTok Shop
• customer psychology
• eCommerce
• marketing
• revenue

Mentioned in this episode

Organizations: Kulani Kinis, Meshki, PE Nation, AJE, Superdry UK, EY

Places: Australia, US

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