Opinion
Wix CMO Omer Shai says optimizing for overall conversion rate is stupid
“It's like going after conversion rate as a matrix. Think how stupid it is to go after conversion rates.”
Disclosure
Wix CMO Omer Shai has never used customer lifetime value metrics
“I never used lifetime value.”
Insight
Wix CMO Omer Shai uses short payback cohorts instead of LTV
“And lifetime value, it's much slower than metrics that currently I have. So I have one day cohort, seven day cohort, 14 days cohort, and 28 days cohort. It is eventually giving me an indication about when my TROI is going to be one.”
Assertion Supported
Omer Shai says most relevant global web traffic remains on Google
“And again, in general, when you are looking at most of the traffic, the relevant traffic in the world, it's still on Google.”
Disclosure
Wix CMO Omer Shai says TikTok ads and sports endorsements have failed
“I think TikTok didn't work for me yet. I think that sports endorsement in some kind of way didn't work for me as I expected it to work.”
Opinion
Omer Shai says only companies like Apple can market without product focus
“Apple is one. It's a company, right? And we can talk about, let's say, 10 more, not in the level of Apple, that can tell a story like that. And all the others, other, and eventually... Need to play different game ball.”
Opinion
Wix CMO Omer Shai advocates hiring marketers with zero prior marketing knowledge
“We need to go back to the roots of bringing people with zero knowledge about marketing.”
Disclosure
Wix CMO Omer Shai spent $500,000 on a voiceover he calls stupid
“I paid half a million dollar for the voiceover. It was fucking stupid idea that I had.”
Assertion Supported
Wix paid $4.8M plus network commitments for its first Super Bowl ad
“4.8 at eight max spends. When you are buying a Super Bowl commercial, you are paying for the airtime of during the Super Bowl, an addition of max spends that you need to invest during the year on the network that have the right for the Super Bowl.”
Assertion Not checkable as stated
Wix marketing gets an unlimited budget if they maintain 11-month payback
“And we are saying, okay, we are comfortable and TRI of, let's say, 11 months or 12 months, something like that. And if I'm keeping the TRI on 11 months, I have unlimited budgets.”
Prediction Held up
Wix targets an eight-month payback period for its marketing spend
“That means I have a goal of TRI of eight months, and my job is to bring as many, as much money Collection for the company in the TROI that we agreed on.”
Disclosure
Wix is increasing its SEO investment despite the rise of AI
“Not down, actually up. Because there are so many more things that need to be done today.”
Insight
Omer Shai says brands make a mistake by omitting the product
“They're afraid to put the product in the center. There are so many emotions, or funny, and you know, in general, it's tricky to tell a story right now in the world, and not to hurt someone. You know, let's be honest, the world is so divided. That you're really…”
Assertion Not checkable as stated
Omer Shai says AI reduced marketing campaign iteration from months to days
“The timeframe to create something is getting shorter and shorter and shorter without hurting the results. So you still see some, you know, AI spots that you wish could be better. Especially with, when you implement human insight, but inform five months in a ye…”
Insight
Wix CMO Omer Shai expects a 30% success rate on marketing initiatives
“When you're doing 10 things, you can be amazingly well in three things. Another three are going to be okay. And in four, you're going to fail.”
Prediction Held up
Wix and subsidiary Base44 will air two Super Bowl commercials in 2026
“We are going to do two Super Bowl spots this year. One is for Wix, and this is going to be the sixth one that we're doing for the amazing company that I'm part of it in the last 18 years. And in addition to that, we are going to have Super Bowl spots for base …”
Assertion Contradicted
Base44 is the youngest company to run a Super Bowl ad
“I think that we are the youngest company ever that going to have Super Bowl commercial.”
Insight
Omer Shai says Super Bowl ad ROI comes from pre-game PR activities
“I believe that there are tons of opportunities at the two weeks before the game day. To do a lot of marketing activities around the creative, around the PR, around the 62nd, the 30 seconds, what kind of activities you allow to do around the spot.”
Prediction Held up
Wix's upcoming Super Bowl ad will feature the product without celebrities
“And in our spot this year, the product is going to be in the central. Ok, so we are not going to have celebrity. We are not going to have a lot of hoo-ha special. We are going to have a product. And you are going to see how other people using the product. It's…”
Disclosure
Wix replaced its nine-year marketing measurement framework in three days
“I think eight to nine years, and I did some tests with my team that I saw different indication for something that I preached for nine years, and I changed the way that we are measuring everything in three days after I saw those indications.”
Opinion
Omer Shai says LinkedIn and TikTok present enormous marketing arbitrage opportunities
“Also LinkedIn. I think LinkedIn potential is enormous. The arbitrage, again, is there. The targeting is not perfect as an other solution yet, but I believe that those two are having tons of opportunity for us.”
Prediction Not checkable as stated
Omer Shai predicts top marketing performers at Wix will be AI-first
“And this is the reason that the people that I think are going to be major key players, A players, A++ players in my team are going to be AI first people.”
Assertion Not checkable as stated
Wix took years to build the marketing scale Base44 reached in months
“It took me, I think, six or seven years and weeks to do what we did in base in, like, months and a half, in two months.”
