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We're back with another #FridayRoundup!
In case you missed it:
I'm getting over my natural shyness for asking for testimonials, and it would mean a lot to me if you, [FIRST NAME GOES HERE], took two minutes to answer this:
How would you describe my emails to someone who hasn't subscribed yet?
Hit reply, then come back to read the rest!
You're back? Great, now, on to the best ideas I've come across this week.
Create a conversation around something wholly greater than the product itself (Kathryn Shah via Finien)
Kathryn's decadent yet healthy chocolate brand, Spring & Mulberry, is fabulously crafted in every way. From the visuals to the copy, the entire site is a delicious sensory experience.
The visual branding? It's the most immersive, beautiful site I've seen in a while. Check it out.
And then there's the copy. Here are two product descriptions:
I'm in copywriter heaven...
Okay, get a hold of yourself, Chavy. On to the takeaway -
Kathryn discusses the importance of creating a conversation around something wholly greater than the product itself. In the case of Spring & Mulberry, it's about creating a new paradigm for sweetness. Sweet does NOT equal sugar is the underlying message of the brand.
So if you’re launching a brand, ask yourself, are you making a better version of what already exists? How can you challenge the entire mantra and framework of your category?
Best line in the podcast: Ultimately, a brand is the memory consumers have when they think of you.
Don’t be shy about repeating yourself (Rishi Rawat)
We think, “If a shopper sees the same CTA five times, how annoying.” But that’s the wrong model. Assume they miss 80% of what’s on a page.
When we create a page for our own brand, we spot every detail on it. Our shoppers don't.
Rishi ran a test with one of his clients. The brand had a key detail that made its product stand out. To highlight it, they placed a clickable link front and center at the top of the page.
But Rishi had a feeling not enough people were seeing it. He added five identical ones scattered throughout the page. At first glance, it felt excessive and aggressive.
The result? A massive increase in discovery of that key asset and a 12% lift in sales.
Don't be shy about repetition. What feels like overkill to you might be the bare minimum for your customers to notice.
Give customers options and watch conversions climb (Chew on This)
Wondering where to direct Meta traffic - Amazon or your website? Send it to your site, not Amazon.
Why? Amazon blocks your pixel, killing your conversion data. Plus, there's a proven halo effect - Meta spend to your site naturally lifts Amazon sales too.
The smartest play? Add an Amazon buy button directly on your product page with proper tracking. This gives you:
Many shoppers crave Amazon's familiarity. Give customers options and watch conversions climb across both channels.
Hope you gained some valuable tips in this weeks roundup!
See you on Monday,
Chavy