# Keep Converting raises $2M targeting the conversion gap DTC brands leave unfilled

*New platform attacks the middle funnel where most physical product brands lose 70% of consideration-stage traffic.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-09-17.

Canonical: https://www.pops4.com/stash/articles/keep-converting-2026-09-17t06-5
Subject: Keep Converting
Tags: conversion, dtc, midtunnel, pricing, scarcity, personalization

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Keep Converting exited stealth with **$2 million** in pre-seed funding to solve what founder teams call the "forgotten middle" of e-commerce conversion, according to Voice of Alexandria. The platform targets the consideration layer between landing and cart — the zone where physical product brands lose the majority of warm traffic but deploy almost no systematic optimization.

The company's thesis: most DTC operators obsess over traffic acquisition and checkout friction but ignore the 60-70% of visitors who engage with a product page, scroll past the fold, then leave without adding to cart. Keep Converting's toolset applies dynamic messaging, social proof injection, and urgency mechanics at that exact moment, before the visitor decides to bounce. The platform layers these interventions without requiring dev work or page redesigns, a constraint that has kept mid-funnel optimization out of reach for brands running on Shopify with lean teams.

The mechanism works because consideration-stage visitors have already cleared the awareness hurdle. They arrived, they looked, they did not dismiss the product outright. What kills conversion at this layer is not the product itself but the absence of a reason to act now versus later. Keep Converting automates the insertion of that reason: a live inventory count, a time-gated offer, a testimonial surfaced at scroll depth. The platform reads session behavior and serves the intervention most correlated with conversion for that traffic source and product category, using data from its growing network of DTC installs.

This is the arbitrage. Top-of-funnel tools are expensive and commoditized. Checkout optimization is well-covered by Shopify apps and payment providers. But the space between — where a visitor is warm, attentive, and paralyzed by optionality — remains manual and inconsistent. Brands run occasional A/B tests or deploy static banners, but few have the data infrastructure or design resource to personalize that layer at scale. Keep Converting industrializes it, turning what was a one-time test into an always-on system.

The steal for a small physical product brand is to manually run the same mid-funnel intervention without the platform. Pick your three top SKUs by traffic. For each, write three short consideration-stage nudges: a scarcity line, a social proof line, and a guarantee line. Example: "18 left in stock, restocking mid-month" or "Shipped to 4,000+ customers in Q1" or "60-day return, no questions". Add these as a single-sentence block just above the add-to-cart button using your theme editor or a free app like Klaviyo's onsite display. Track which line lifts add-to-cart rate over a two-week window using Shopify's product analytics. Cut the losers, double down on the winner, and rotate in a new test. This costs zero dollars and builds the same muscle Keep Converting automates: systematic pressure applied at the moment of consideration.

For a brand with budget, install a mid-funnel personalization tool — Justuno, OptiMonk, or Privy all offer behavior-triggered popups and inline messaging for under **$100/month**. Set triggers for 30-second scroll depth or second page view. Serve different messages by traffic source: paid social gets scarcity, organic gets social proof, email gets guarantee. Run multivariate tests across your top 10 SKUs and let the tool learn which message converts which segment. This is the same play Keep Converting is packaging, executed with commodity tools and two hours of setup.

The **$2 million** raise signals that investors see mid-funnel conversion as a category with room for a dedicated platform, not just a feature inside existing martech. For physical product brands, the insight is simpler: most of your traffic loss happens in a layer you are not actively managing, and the fix does not require new traffic or a redesigned site. It requires systematic attention to the moment a visitor decides whether to act, and a reason — delivered in that moment — to act now.

## The takeaway

Most DTC brands lose 70% of warm traffic in the consideration layer they never systematically optimize.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
- LLM context: https://www.pops4.com/stash/llms.txt
- MCP endpoint, for AI agents: https://mcp.pops4.com/mcp
- Client dashboard: https://dashboard.pops4.com/
- Catalogue: 70,000+ products, 200+ brands