Strategy, differentiation and brand building with Peep Laja of CXL

This episode is a discussion with Peep Laja – conversion expert, entrepreneur, founder and marketer. We talk about CRO, strategy, and differentiating yourself in a sea of sameness.


You’re listening to the 2020 Marketing Series on The Growth Manifesto Podcast, a Zoom video series brought to you by Webprofits where we talk about how to drive business and marketing success through the rest of 2020.

Hosted by Alex Cleanthous.


  • 00:01:30 Peep’s introduction to the Growth Manifesto Podcast
  • 00:04:40 The start of the Conversion XL blog
  • 00:08:37 Which came first for CXL? The agency or the blog?
  • 00:11:10 When did you launch the CXL conference?
  • 00:12:10 Peep on moving from the agency life into the startup business life/li>
  • 00:15:00 What are the most important things to understand in improving the performance of a website?
  • 00:16:20 What is Conversion Research and why is it important?
  • 00:21:28 How many times is a conversion problem actually a business problem?
  • 00:22:56 Outside of the business problems, what are the things that people should be looking for in a conversion research?
  • 00:27:11 How do you go about acquiring the information from conversion research to reduce friction and increase motivation?
  • 00:33:08 How do you approach conversion research if your conversion volume is not high?
  • 00:34:40 What are some of the fundamental mistakes you see people make in conversion optimisation?
  • 00:39:31 How was the transition from being a conversion expert to entrepreneur, marketer & salesperson for your business?
  • 00:42:25 Peep on brand-building and audience-building on social media
  • 00:47:31 How do you get your ideas to write something every single day?
  • 00:51:31 Has writing something everyday have an impact on your businesses?
  • 00:54:40 How do you differentiate yourself in a “sea of same-ness”
  • 01:01:13 The most obvious way to differentiate is brand
  • 01:06:37 You need to be comfortable with alienating 50% of people. You need to polarize people.
  • 01:08:50 Other ways to differentiate yourself from the “sea of same-ness”
  • 01:11:32 How do you define strategy?
  • 01:15:42 How do you find how to serve your customers in a unique way?
  • 01:22:11 How much time are you spending on research and strategy?
  • 01:24:20 Quickfire questions with Peep
  • 01:28:09 Where to see more of Peep’s stuff

Now that you’re here…

Why not take a few minutes to see how Webprofits can help you achieve your growth aspirations?

We helped one company grow from $25M to $190M revenue in 4 years, and we work with challenger brands that want to make a serious impact in their industry and have the resources (and the will) to make it happen.

If you want a growth strategy that leads the way in your industry, find out how Webprofits can help you transform your digital marketing.

Adrian Clark

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