Business of Story #556: From Clicks to Conversions: Fixing Your Post-Click Story, with Shamir Duverseau
Feb 23, 2026
Shamir Duverseau, founder of SmartPanda Labs and former marketing lead at Disney, Marriott, Southwest and NBCUniversal, focuses on turning clicks into customers. He discusses fixing post-click experiences, aligning marketing with IT, behavioral psychology behind lost conversions, a hierarchy of conversion needs, and practical research and persuasion tactics to boost digital conversions.
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Post Click Is Where Conversions Are Won
- Post-click experience is marketing's biggest missed opportunity because most teams focus on getting the click, not what happens after.
- Shamir observed rising ad costs and wasted spend when sites fail to convert visitors sent by ads, prompting a shift to post-click optimization.
Marriott Project Derailed By Marketing IT Miscommunication
- At Marriott Shamir watched a marketing vs IT loop where marketing asked for a tool and IT delivered something different, wasting hundreds of thousands.
- The repeated back-and-forth and lack of shared language caused the project to be abandoned despite heavy spend.
Use An Integrated Tech Stack To Close The Loop
- Use an integrated stack (e.g., HubSpot) to combine CRM, CMS, and marketing automation so website actions trigger targeted follow-ups like abandoned cart emails.
- That integration ties ads to on-site behavior and reports ROI across channels.
