DigiCom - Growth Marketing Podcast · Digicom

Episode 4: An interview With Iman Hamidi Director of Ecommerce at INNBEAUTY Project

·23 min·1 clip

A landing-page test barely moved overall conversion rate, but new customers showed a much higher lift.

The host opens with a warm welcome and introduces Iman Hamidi as someone with broad experience in D2C, ecommerce, and CRO. Iman says he has been in digital marketing for almost 12 years. He started with SEO and social media. Advertising drew him in because he liked the analytical side and the faster route to impact. From there, he moved into direct-to-consumer brands and ecommerce work. He also talks about stepping into a head of ecommerce role at a medical company. The conversation keeps its attention on how growth teams actually make decisions. Iman talks about the value of testing with a clear goal instead of running experiments without a point. He says teams should build a hypothesis first and then look at the data. Basic measures like click-through rate and conversion rate are useful starting points. Deeper tools can show which audiences are responding and which ones are not. He gives an example of a landing page test that looked modest overall. When the data was split, new customers showed a much larger lift. Returning customers showed little or no improvement. That kind of breakdown creates room for separate experiences for new and existing customers. The host follows that logic and keeps pushing toward the business implication. The discussion treats 5% to 10% gains as meaningful because they compound over time. The tone stays conversational and practical, which makes it feel like an operator-to-operator exchange. The episode also circles back to planning ahead for holiday season work. Summer is framed as the right moment to start setting the roadmap. The result is a grounded conversation about testing, segmentation, and preparation under real marketing pressure.

As heard by us

A practical ecommerce discussion on testing, lift, and the small gains that matter.

DigiCom takes a practical look at ecommerce growth, with Iman Hamidi moving through D2C, CRO, landing pages, and the kind of testing that can change conversion.

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Why you'd press play

You want a practical look at ecommerce growth from someone who has lived through SEO, social, advertising, D2C, ecommerce, and CRO.

Read the full recommendation in PlayNext →

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