Building with Simplicity, Not Just Scale: Lessons from Morgan Decker at Andie Swim
In this episode of GrowthFit, we sat down with Morgan Decker, Director of Marketing at Andie, a women-led D2C swimwear brand, to explore the nuances of marketing in a category that blends high emotion with high intent.
Morgan’s experience spans major consumer brands and early-stage startups, giving her a wide-angle view on what it takes to grow a seasonal, style-driven business without getting lost in noise or novelty.
From simplifying personalization to trusting timeless creativity, her insights are a practical guide for marketers building for both scale and sustainability.
Campaign Success Starts With Creative, Not Channels
When asked about a campaign that delivered outsized results, Morgan pointed to Andie’s Spring Two launch — the Seashell Escape Collection.
The swimwear styles were bold. The photography was sharp. And the moment the campaign launched on Meta and TikTok, performance metrics spiked. But Morgan doesn’t credit it to a tactic or algorithm.
“Your campaigns are only as strong as the assets you have. This was a team effort — styling, visuals, and strategy all aligned.”
Emails from this campaign ended up being the most profitable of the year, outperforming even discount-based promotions.
Rethinking Funnels for Fast Decisions
Unlike many D2C verticals, swimwear doesn’t follow a long discovery-to-decision path. It’s a purchase that’s often triggered by timing — a vacation, a plan, or a season change.
“We don’t rely on traditional funnels. The consideration cycle is short, so we keep targeting broad, especially for new launches.”
Instead of segmenting and retargeting aggressively, Andie lets the product lead. Only evergreen core collections receive filtered targeting toward new users.
The result? More fluid, less restrictive campaigns — built for speed over sequence.
The Product Page as a Trust-Building Tool
In fashion eCommerce, Morgan emphasizes that collection pages are for exploration, but the product detail pages (PDPs) do the heavy lifting.
At Andie, every PDP outlines:
- Fabric and fit guidance
- Torso length options
- Support level (compressive vs. relaxed)
- Functional details (like removable cups or adjustable straps)
“That’s where we tell the real story. It’s not about saying a swimsuit is comfortable — it’s about showing why.”
Educating users without overwhelming them became a cornerstone of their high-converting site experience.
Personalization Isn’t About Shouting — It’s About Subtlety
Personalization, for Andie, is about respecting the user's previous actions, not overwhelming them with artificial familiarity.
“If I’ve already subscribed, don’t ask me to sign up again. That’s not personalized — that’s frustrating.”
More importantly, personalization shows up in journey-based logic. Morgan’s team uses purchasing behavior to inform nudges. If a user bought one of their flagship suits, the next logical recommendation is surfaced automatically — not forced.
This clean, quiet personalization is what keeps users engaged without pushing them away.
Matching Ad Journeys to Landing Experiences
One challenge Morgan called out is the disconnect between ad messaging and website experience. Andie addresses this by:
- Testing PDPs that extend the ad’s narrative (e.g., continuing UGC videos post-click)
- Surfacing educational content directly on product and collection pages
- Promoting urgency subtly, like highlighting low inventory or shipping timelines
“It’s not about one landing page for all. We’ve found that diversity in page design — based on ad type and intent — drives better results.”
These variations aren’t just aesthetic. They reflect behavioral intent, aligning first-time visitor friction with clear, trust-building cues.
A/B Testing: Use It to Learn, Not Just Win
Andie’s team tests consistently — but with a strategic lens.
One recent test involved pairing UGC videos with custom PDPs tailored to that exact ad, creating a seamless click-through narrative. Conversion rates were significantly higher than traditional product pages.
Another unexpected win? Reusing old high-performing ad sets — even ones featuring out-of-stock products. By redirecting traffic to similar product collections, they saw surprisingly high conversion, even without the exact SKU featured.
“Sometimes, as marketers, we’re too close to the product. Users aren’t scrutinizing like we are — they’re just looking for something that feels right.”
The Real Impact of UGC in a Sensitive Category
For swimwear, Morgan is clear — UGC isn’t optional. It’s foundational.
By sourcing content from a wide range of women across the U.S., Andie builds representation and relatability into their marketing.
“Seeing someone like you, in a real environment, saying this swimsuit makes me feel good — that drives more confidence than any polished campaign.”
Most of their Spark ads come from micro or mid-tier creators, not celebrity names. Authenticity is the driver. Not follower count.
Offers, Promotions, and the Discipline to Pull Back
A topic Morgan doesn’t shy away from is discounting. Andie has made a conscious shift to reduce promotional frequency by 30% year over year.
“We’re trying to retrain our customers. If you always run promotions, you train users to wait. That hurts long-term value.”
Instead, Andie offers:
- A 15% new-customer discount
- Free shipping over $175
- Returns within 14 days
But they avoid blanket discounting. The goal is to convert intentional buyers, not price-sensitive opportunists. It’s a tough balancing act, but one rooted in brand integrity.
Metrics That Matter — and Telling the Right Story
Andie’s marketing operates on a layered reporting structure. Their key focuses:
- Daily, weekly, and year-over-year pacing (to accommodate seasonal demand)
- MER (Marketing Efficiency Ratio) as a top-line performance indicator
- Channel-specific breakdowns to understand underlying shifts
“It’s not just about reporting numbers. It’s about knowing what’s behind them — and communicating that at a business level.”
This operational discipline allows Morgan’s team to adapt fast, without losing sight of long-term goals.
Final Thoughts: Progress Over Perfection
When asked what advice she’d give to her younger self, Morgan didn’t hesitate.
“Move fast and break things. Don’t wait for perfection. The market isn’t waiting.”
In a world obsessed with over-optimization and overthinking, her perspective is a powerful reminder to test faster, simplify constantly, and let users, not opinions, drive decisions.
As D2C brands navigate rising CPMs, shifting behaviors, and high competition, Morgan’s episode offers not just tips but a mindset shift: be intentional, stay close to your customer, and build with clarity.
