# Anthony Morgan

Anthony Morgan works on conversion-rate optimization for ecommerce brands at Enavi. Their posts describe using customer research and testing to improve product pages, landing pages, and the wider buying journey—not simply adding generic conversion features.

- Profile: https://b2binfluencer.marketing/creators/anthony-morgan/
- LinkedIn: https://www.linkedin.com/in/anthonycmorgan
- Median of last 9 posts: 22 reactions, 6 comments (checked 2026-11-02)
- Topics: ecommerce, paid-ads, conversion-rate-optimization, peak-season-planning, paid-social
- Based on 8 dated posts, latest 2026-10-06

## Main ideas

- **Paid targeting moved into the creative and the page**: Morgan reads rising ad costs as a page problem. When Meta removed granular targeting, targeting did not disappear, in Morgan's account; it moved into the creative and onto the landing page. Brands now produce more creative than ever but still point most of it at the same one or two pages, so the visitor who cost the most to acquire sees the most generic page. The question Morgan poses is no longer whether to build more landing pages but how to segment them.
- **Strategic conversion work should reinforce a brand, not decorate it**: Morgan treats the fear that optimization cheapens a site as a fair reaction to how CRO is usually sold. Pop-ups, countdown timers and checkout patterns borrowed from a 2019 dropshipper feel off-brand, in Morgan's account, because nobody asked customers anything before installing them. Research instead surfaces the words people use to describe the product and the proof that makes them believe it, and every proposed test is shaped by the brand, the product and the customer. No two brands should get the same testing roadmap, because different customers hesitate for different reasons.
- **Build pages for the intent of the traffic, not the buyer who already decided**: Product pages, Morgan argues, are usually written for high-intent visitors who have essentially decided — specs, variants, imagery — while roughly 45% of traffic arrives from paid channels from people who barely know the brand. Morgan recommends jobs-to-be-done thinking: ask what job the customer is hiring the product for, then change the proof, headline and structure, drawing answers from surveys, on-site polls and review mining. Morgan adds the complication that different personas hire the same product for different jobs.
- **Find the constraint in the business, not just the conversion rate**: Morgan's definition of the job is wider than the agency's name. Conversion rate is one lever; the work is finding the constraint in the business and optimizing around it, which is what turns testing into a growth system. That framing allows a different plan when more orders are the last thing a business needs.
- **The store becomes an anchor at seven and eight figures**: Morgan describes a stage where the site stops helping growth and starts dragging. Product-market fit, strong creative and growing traffic keep revenue moving, so the site looks fine while coasting on momentum elsewhere. The symptoms Morgan lists include a layout buckling under catalog complexity, a site that converts pre-sold buyers and fails colder visitors, messaging drifting away from new audiences as the brand grows removed from its core customer, and rougher Meta ROAS that gets blamed on the algorithm when the site is doing more of the damage.
- **Segmentation: neither neglect nor over-engineering**: Morgan calls on-site segmentation one of the most misunderstood things in ecommerce and names failures at both ends — brands ignoring it entirely, and brands spending weeks on segments too elaborate to act on. The practical question is which segments a team can actually use, and how an eight-figure brand should choose them.

## Work to read

- ["If CRO is making your site feel gimmicky, it isn't strategic CRO"](https://www.linkedin.com/posts/anthonycmorgan_the-truth-is-cro-and-brand-cant-coexist-activity-7493705443421106176-pfbp)
- [Your product page is written for a buyer who already decided](https://www.linkedin.com/posts/anthonycmorgan_your-product-page-was-built-for-someone-who-activity-7498378803321155584-P__E)
- [Rebuilding a homepage to look like Amazon, and losing](https://www.linkedin.com/posts/anthonycmorgan_we-rebuilt-a-homepage-to-look-like-amazon-activity-7496566795886182400-oTwq)
- [The store becomes an anchor at $10M to $25M](https://www.linkedin.com/posts/anthonycmorgan_this-is-a-reality-for-all-7-8-figure-shopify-activity-7496219606097780736-ogKj)
- [A client asked them to stop improving conversion rate](https://www.linkedin.com/posts/anthonycmorgan_last-year-a-client-told-us-stop-improving-activity-7496204834786684929-9eXD)
- [Meta CPMs up 83%, ROAS down, and where targeting went](https://www.linkedin.com/posts/anthonycmorgan_there-have-been-some-wild-stats-that-have-activity-7495616193362399232-Qq1I)
- [Where the current work is coming from](https://www.linkedin.com/posts/anthonycmorgan_circusaustin-activity-7517987334794039297-irwe)

## Brand relationships

- **Enavi** (disclosed_partnership)
- **Visually** (disclosed_partnership)
- **Intelligems** (mention)
- **Laura Geller** (mention)
- **Speero** (mention)
- **Common Thread Collective** (mention)

## Partnerships

The reviewed material does not document any sponsorship formats for Anthony Morgan: no media kit, rate card, sponsored-post package, newsletter placement, affiliate arrangement, or platform-partner program appears in these posts, and no payment terms are stated anywhere. What is visible is collaborative promotion rather than paid sponsorship. Morgan co-hosts and promotes panel webinars with tool vendors and in-house practitioners, including sessions with Marc Adelman of Visually, Carlos Trujillo of Intelligems, and Harry Roth of Laura Geller, and appears at industry events such as the Circus Austin experimentation conference representing Enavi alongside Chris Kingyens. These are shared-audience appearances and joint sessions, not a documented sponsorship product a brand can buy, and the material does not say who covers costs or whether any party pays. Morgan's posts close with an open invitation to direct messages, but that invitation is framed around conversion-rate conversations and fitting brands into Enavi's research-led testing work, not around buying sponsored content or event placement. For a brand planning a campaign, the practical position is that a partnership with Morgan currently looks like a services or co-marketing conversation rather than a standard influencer package, so scope, deliverables, and pricing would have to be negotiated directly and confirmed in writing. This is an absence of documented formats in the reviewed material, not a statement that Morgan never accepts sponsorships.

## Alternatives

- Mickaël Aubard: Choose Aubard over Morgan when the brief's first constraint is paid channel mix and full-funnel budget allocation, especially on Snapchat, rather than the destination page. Aubard's posts argue that lower-funnel-only Snap campaigns fade because they run out of new people, and they give a concrete starting split: 25 percent upper funnel optimized for impressions, 75 percent lower funnel, with 10 percent of the lower-funnel budget on retargeting. Aubard also cites peak-season timing, including starting 30 days before Black Friday to compound results. That is a stronger basis when the brand needs a channel-level plan to reach new audiences and lower acquisition costs.
- Nehal Kazim: Choose Kazim when the brief needs a scaling-infrastructure plan across multiple paid channels rather than a single channel or a page. The scaling post describes a brand that was spending $200K per month on Meta and Google, stuck near $250K, then grew to $1.2M per month by diversifying onto TikTok and YouTube, raising creative volume through a modular hook/body/CTA system, layering cold, warm, and hot audiences, and assigning each new channel a funnel role. That is more useful when the main constraint is spend infrastructure and creative throughput across platforms.
- Ashis Patra: Choose Patra when the brief's first leak is ad creative or store fundamentals rather than the page's argument. The hook post gives a quick diagnostic: most hooks fail because they try to talk to everyone, and a stronger hook calls out the right person, names a pain or goal, and opens a curiosity gap. The store-leak post is useful when the brand wants a fast audit of load time, mobile usability, checkout steps, product-page proof, and homepage clarity before increasing spend.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/