Clear systems powering effective growth for skincare brands | Jovana Jelenic from Vue

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By adding Pathmonk to your website in seconds, letting the AI do all the work and increase conversions while you keep doing marketing as usual, check us out on Pathmonk.com. Hey everybody. Welcome to today’s episode of Pathmonk Presents. Today we’re joined by jovana. She’s the head of marketing at Vue.
Jovana, welcome to the show.

Jovana Jelenic: Thank you. Great to be here.

Rick: Great to have you Jovana. And, let’s get right into things we were just talking about, Vue shortly before, we hit record, but. let’s hear from you, if your own, in your own words, what’s the heart of what your company does and how would you describe it to someone new?

Jovana Jelenic: Yeah. for sure. Vue, first and foremost is, science-driven skincare brand. And we built it around transparency, scientific and clinical efficiency. And just instead of selling, I would say even. Just products. we try to, to, help people embrace confidence and feel great, in their own scale.
And we focus on creating like very minimalistic but effective solutions, with our hero product being hydrocolloid nose patches, that are just designed to. Not only deep, clean your pores, but help prevent any other, more serious issues that do come from, not taking proper care of the pores and basically make people feel comfortable in their own skin, and having a healthy journey, with a good, I would say dermatological research and science research, behind it.

Rick: Of course. Yeah. And it sounds super, important and and also I wanna understand, is it more geared, let’s say, towards the female audience, towards the male audience? Is it like, neutral in that sense?

Jovana Jelenic: it is describe that actually built, for all skin types. And definitely for both male and female audience.
interestingly enough, even though we are a skincare brand and people do assume that majority of our customers is, female audience, however, I think over 30% now we have male audience, and male customers, which I mean, it, is great and I’m personally happy to, to see that number rising up, more and more because.
Male customers are usually very intimidating by complex like skincare solutions, the 17 step routines and all of this. And this is like an easy one time thing. You put it on your nose, you sleep with it tomorrow, take it off, and that’s it. And I’m seeing that, especially my audience really appreciates the.
Easy application, easy solution. It’s effective. They can see the results right away. And yeah, just like less phos for them, I would say.

Rick: Let me admit, it was a question about your audience, but it was also like trying to understand, is this something I could try out, Because, you should, I’ve tried, I tried a couple brands and, I, of course it’s about the routine.
but I don’t know, I think many men will be, on the same line of thought as myself, just thinking, I don’t wanna spend too much time, in front of the mirror. I don’t, have that time, right? I don’t have that interest. I want something easy. I’m getting towards an age where, I might need a little help in that sense.
I, I wouldn’t mind it, just to stay fresh, look good for my wife and, whatnot, but. yeah. At the same time, it’s good to know that you are geared towards, you’re not, you’re just geared towards female audiences, but, you’re doing it for all types.

Jovana Jelenic: And I think personally, especially men that do think like you, they just don’t have enough time or interest, first and foremost, and even knowledge on how to do it because skincare.
it can be intimidating even for girls, with, what goes first, what goes next, all of the steps in it. and this is just very, easy. and this is why I, believe that, we have been able to, reach so many, male customers as well.

Rick: Yeah. That’s awesome. how do most people discover you then?
Whether, both audiences, let’s say, and I guess in a way I will not to understand if there are any marketing channels at this point, or as we go into the more technical stuff about your role, any marketing channels that become your go-to for bringing in more clients and, more people to, in front of, of you.

Jovana Jelenic: Yeah, for sure. so our top acquisition channel is meta, and meta ads. and there I would say creative testing plays a, huge role. We are very performance driven. and then we also. Do play like a big, portion of, our research and our efforts into tailoring the creative to different audiences, personas, and just trying to, to achieve as big as diversity as possible so we can always kind of, Touch new top of the funnel audience and, bring them into, our funnel. so yeah, I would say that the biggest portion of, our efforts when it comes to top of the funnel acquisition would be methods ads.

Rick: Okay. Got it. And then I would assume these people will go right straight to your website, right?

Jovana Jelenic: Yes, exactly. Where they will see, a popup where they can also select their skin type and enter in our welcome flow to then. Actually get like personalized tips that they can get extra offers or, be the ones to know when we are having new product launches or any deals, to share with them.
And a lot of education and value, and this is how we are, it is our, like biggest retention channel is basically providing education and value to our current customers.

Rick: Yeah, I’m sure that helps a lot. And in fact, let’s stay on that for a second. So you mentioned quizzes, you mentioned personalized tips.
Is there anything that you’ve learned about what makes a great converting e-commerce website and anything you can share in terms of, what you just shared, the quizzes and whatnot, but also like tools, tips, any, framework even, that you can recommend.

Jovana Jelenic: Yes. One thing that I learned over the past, now, I would say two years when it comes to increasing the, conversion rate in general is clarity and not clutter.
And that’s the best piece of advice that, I can give to, any brand out there because the best converting websites, they educate without overwhelming. and without giving, I would say even too much information or too many. upsells, cross sells and so on. But actually going with a simplistic but taught out process, on, the website and when it comes to educational clarity, also to explain the why behind, behind the products in a very simple for us, like science-based language.
on visual end, maybe like we, at least as a brand, tend to go, towards more minimalistic layouts with very like clean product imagery and Very consistent, tone of voice and topography. And then, like we also add some, CRO testing. and, elements, the trust signals, the before and after visuals.
Our trustpilot where, and we love to brag with that because we do have a, an awesome, review and, review score and bunch of reviews there. So these are all like small things to add on, but I would say just being very clear and simple in the process as not doing too much at the same time, which just jeopardizes the customer journey.
And the more things you have between personal landing on the new website and the like, finishing the checkout process, the bigger gap you will have in the conversion rate and people dropping off here.

Rick: No, that’s a great point. I especially love the wine you made about, very, being very minimalistic.
Personally. If I approach a brand and it says it’s scientific based, that’s what I wanna see, right? I wanna see bells and whistles. I wanna see. something that tells me exactly, the, benefits and how it was studied and, what a what kind of, ex result I can expect from using that product.
So it sounds like that’s what you guys are doing. Keeping it simple, keeping that message simple, and also keeping it personalized to, to the people that are visiting the page, right? Yeah. Yeah. Very good, Now let’s switch gears for a second, Yvanna and talk about, you as a leader on a typical day, what are the main things you focus on as a marketer?
We were just so joking before, just you know, about the different hats that, that you wear, but what do you focus on and what does a day in your role look like?

Jovana Jelenic: Yeah, my role is definitely very diverse. a lot of hats to wear and a lot of responsibilities and as the team is growing, so does, I would say the, scope of work.
But I would say that my role is a kind of a mixture of. Growth and performance marketing, creative strategy systems, building and management, of it. and then everything from, like daily, I oversee the creative testing, as performance analysis. I do personally run our account as well on, on, meta.
So everything regarding the campaign structures, and, growth. conversion on, and offer, offer like optimizations mostly through campaigns and, Then also a coordination between all the creative performance products, retention teams. and one of the things that I personally really love, in my day-to-day work is building like very scalable workflows, and notion systems to keep everything connected and to make sure that the team is having the highest possible efficiency.
and just having everything clear, for, their day-to-day tasks. So making sure everyone is happy. I would say maybe my number one job.

Rick: I don’t know if there’s a, rhyme such as, same as a happy wife, happy life for teams. You know what I mean? There should

Jovana Jelenic: be.

Rick: There should be, ’cause it’s a smart approach. You want to keep your team happy, obviously, and, as well as, advancing, progressing with the growth. and, it sounds You have your hands full. And you must have a, like a system of some kind of productivity where tackle your day by, I would say maybe the, most important thing, and then you go, different people have different, ways of going about it, but you must have something like that right.
To,

Jovana Jelenic: Yeah, I do. And we have a. For, different areas of, or, and different channels. We have different workflows, that we can then prioritize. One that I’m the most proud of it is my creative, weekly flow. So it is basically a, notion board, that we created where on a weekly basis, it goes from ideation.
I don’t whatsoever creator ads. To scripting than to filming if needed or if we already have the clips directly to video editing, graphic design, then to QA revisions, testing, and then it goes back to the learning phase. and, like I would say table is a performance review. We see, we analyze, we iterate.
And then the research part starts again. And, on Monday we can start a new cycle, with what we learned from during this week and every week we, do this. And it just allowed us to, to really scale the brand in this way. I would say it was one of the, best systems. That actually like directly impacted the growth of the company, but also our like efficiency and workload as, as people making it happen.
and yeah, like it allow us to, to create a bigger volume, to know exactly what we need at what time and just, double down on what is working.

Rick: that’s, very interesting and I love. Talking about these things I love to geek out on, that kind of thing. It sounds like you’ve got your system down to, to check things off the list of course, but also to work at speed, right?
Speed, yes. Speed and efficiency. which is great talking of, speed. I would love us to jump into our rapid fire segment of the podcast, if you don’t mind. So it’s just a few light and engaging questions to, to keep it, as I said, light and engaging. So would you be ready for that?

Jovana Jelenic: yeah, for sure.

Rick: All right, let’s do it. So do you prefer watching, reading or listening?

Jovana Jelenic: Watching.

Rick: Watching. Okay. What’s the latest piece of content that you watched? It could be a, a movie, it could be a, reel, anything, a YouTube video. And, were there any ideas or gems that really stuck with you in it?

Jovana Jelenic: Actually, yeah, because just a little bit before our podcast, started, I was watching for a research, an Apple ad for, their, AirPods, and their hearing aid system.
And it was very impactful how they were able to, convey emotional messaging and touch the audience. And we are taking some learnings from it and trying to see how, we can be better at it and maybe create something similar as we haven’t touched that kind of, of ads yet.

Rick: Very good. If there were no limits with technology, Ana.
What’s one thing that you love, to solve that will make your life easier as a marketer?

Jovana Jelenic: Okay. That is a good one. to be honest, and now with the development of ai, it like it, everything seems possible. but I would say one thing that I would love to have is an. Unified, real time attribution system that works perfectly.
And right now I don’t think it exists, but I’m hoping with advances in technology that it is gonna be, our future.

Rick: I agree. It’s right now it sounds like asking for a miracle, but eventually it will probably be, more feasible. Like many things it used to be in the past and, nowadays are Yeah, for sure are doable.
Okay. What’s, one repetitive task that you love to put on autopilot Forever?

Jovana Jelenic: I would say. Creative performance analysis. That’s something that I believe that it’s even possible with, ai, to do not so far away from now. we do use AI to help us with this process, but to fully automate it, it still, of course, requires a human touch.
and I think that it would speed up, things, way, way more for us and for majority of other brands. So I would say that, yes. And then, also being able to notice things such as, hook types, visual starts, emotional triggers, and which personas exactly it is it triggering with, what type of messaging and, make, suggestions, based of it.

Rick: Okay. That would be an interesting one for sure. Now Ivana, as we wrap things up, we’re. Coming towards the end of our time together, I wanna thank you obviously for being on the show with us today. I also want to give you the last word. So if someone forgets everything about the interview today, what is the one thing that they should remember about your company and, the work you guys are doing?

Jovana Jelenic: Yeah, so one thing that, that I would love to, to leave everyone at is that. Vue is first and foremost a brand that is built around transparency, and being customer focused. instead of only product and benefit focused, which I believe that a lot of brands do forget. and most successful marketing isn’t chaotic.
It’s very intentional. It’s data informed and first and foremost humans. So I will also say it will be good if we start building systems before scaling and never assume that like only more campaigns means more growth. But, it needs to be with a lot of research and attention.

Rick: I love it. I love the human part.
that’s, always At the end of the day, that’s what we relate to. That’s what we’re doing about, what, we’re all about too. that,

Jovana Jelenic: and in the end of the day, people actually buy from us. We need to be able to relate to them on a, on a just normal, relatable human level.
and they will recognize that.

Rick: Yeah. If people want to put that to the test, and want to check out your products, where could they go? Ivana. If you wanna plug, your website and your socials. Please feel free.

Jovana Jelenic: Yeah, for sure. right now they can, find our products@viewswitch.com. our entire line is there and our social media has the same name, so you, it’s all linked there.

Rick: Amazing. Johanna, as I said, thank you again for being with us today and thank you for sharing your knowledge. It was, really valuable and I wish you a wonderful day.

Jovana Jelenic: Thank you Rick, and thank you really for having me.

Rick: Of course. All right. Bye everyone.

Jovana Jelenic: Bye.