Expert Interview: How UGC Videos and Funnel Optimization Drive Conversions

An interview with Ivan Mazinjanin, Founder of Elunit Solutions LLC, elunitsolutions.com 

I recently sat down with Ivan Mazinjanin, founder of Elunit Solutions, a marketing agency known for high-converting UGC ads and full-funnel strategies that actually move the needle. 

Ivan has built several successful e-commerce brands and helped dozens of clients optimize their funnels, from scroll-stopping creatives to streamlined checkouts and smart upsells. In this interview, he shares what makes UGC work, how to structure a funnel that converts, and how to unlock more revenue through strategic email marketing.

Let’s get into it.

Nikola: Let’s start with user-generated content. Everyone’s talking about UGC and VSLs right now. Do you think they actually convert better than traditional ads?

Ivan: 100%. We’ve tested literally hundreds of creatives across dozens of campaigns and markets in the past few years. Whether we’re talking about fashion accessories, wellness products, or tech gadgets, UGC and testimonial-style VSLs consistently outperform highly produced, polished brand ads.

Why? Because today’s consumers are way more resistant to traditional marketing. They’re overloaded with picture-perfect commercials that feel fake. What really works now is raw authenticity, seeing someone like them talk honestly about a real problem and how the product helped. It builds instant trust. It feels more like a recommendation than a pitch.

Nikola: So how do you approach UGC production?

Ivan: Our process starts with understanding the customer’s pain. Before we even think about visuals or creators, we dig deep into the psychology of the target audience. What are they struggling with? What keeps them up at night?

Then we reverse-engineer a narrative around that pain and position the product as the natural solution. We follow a proven UGC/VSL structure that works like a micro-sales letter:

• Hook (first 3 seconds) – to stop the scroll
• Problem/Pain – something highly relatable
• Emotional angle – real frustration, concern, or desire
• Solution (product intro) – without overhyping
• Social proof – either testimonials or usage
• CTA – direct, clear, and value-driven

We brief creators with flexible yet strategic frameworks. Some of them perform better with full scripts, others need just a creative outline. And we always test multiple angles: funny vs. serious tone, male vs. female voice, short-form vs. long-form. It’s not a one-size-fits-all game, it’s about finding the winning creative formula for that audience and offer.

Nikola: You also do full funnel optimization. How do UGC videos connect with that?

Ivan: UGC videos are just the entry point. They grab attention, build relatability, and bring the right people into the funnel—but they’re only effective if the rest of the system is solid.

What we do is design the entire customer journey around that initial UGC:

• UGC ad –  native-style landing page (designed to look like editorial content)
• Page uses problem-agitate-solution copy, social proof, and micro-UGC sections
• Streamlined checkout process with no distractions or friction
• Smart post-purchase upsells, email flows, and retargeting

In short, we don’t think in terms of “ad clicks” – we think in terms of conversion journeys. From first impression to checkout, everything has to be optimized to increase AOV, reduce CPA, and build lifetime value. UGC is just the bait – you need the whole system behind it to drive sustainable growth.

Nikola: Do you work mostly with Shopify or WooCommerce?

Ivan: We work with both. Shopify is great for speed, plug-and-play solutions, and simplicity, especially for newer brands or creators launching DTC products. But when clients need more control, localization, or advanced funnel setups, we usually recommend WooCommerce.

WooCommerce allows us to fully customize the checkout, split-test landing flows, and integrate third-party systems more flexibly. It’s not about the platform, it’s about how well your system is structured and how fast you can iterate. If the offer is great and the creative hits, both platforms can scale to six or even seven figures. We’ve done it.

Nikola: Let’s talk about email marketing. A lot of brands collect emails, but few actually leverage them well. What do you usually see?

Ivan: That’s true. Most brands just have a welcome flow and maybe a few blast campaigns. But they’re sitting on a goldmine and not using it properly. Email isn’t just about retention—it’s also one of the most profitable acquisition support tools if done right.

What we usually see missing are:

• Abandoned cart flows that aren’t personalized

• Zero post-purchase engagement beyond a thank-you

• No segmentation, so everyone gets the same message

• And worst of all: no consistent testing

Nikola: What are some common mistakes you see with clients before they come to you?

Ivan: Oh, I could write a book on this. Some of the most common issues:

• Sending paid traffic to a generic homepage with no clear CTA
• Using generic creatives that don’t speak to a specific customer pain point
• No event tracking or Facebook CAPI, which means wasted ad budget
• Ignoring post-purchase monetization like upsells, bundles, or email flows
• Obsessing over ad creatives, while ignoring landing page conversion rate

Many brands and even agencies think their job ends at the ad click. But 50% of your results happen after the click. If your funnel isn’t designed to convert cold traffic, you’re just burning money.said 

Nikola: And final question: what’s your favorite type of project to work on?

Ivan: Honestly, I love when we get to build the entire ecosystem from scratch. That’s when we can bring the most value, when a client trusts us to take the reins on UGC strategy, funnel design, copywriting, CRO, upsells, analytics… everything.

The best results always come when we can test quickly, analyze data, and iterate across the full funnel. And especially when there’s a great product behind it. I love taking strong offers and helping them scale into new markets. That’s the real thrill, watching the whole machine start working and knowing we built it.