I hope you guys are having a great start to your 2024 so far.

Feels like mid-2023 already if you know what I mean

Super excited to write for you guys and see us grow together all year long.

Anyhow, I hope you‘re reading this relaxed, hydrated, and prepared to have an incredible Sunday while half the world population is spending it in bed.

Over the last couple weeks the team and I have been getting nerdy into data and growth so naturally we decided to review all types of ads, landing pages, upsells, emails, etc

What stood out the most was our customer journeys and how much opportunity we were leaving on the table

So today, our learnings become yours.

I’m going to break down what we found in hopes of helping you implement it for your brands.

Let’s get into it!

Customer Journies 101

What is a customer journey? The funnel that your traffic goes through to convert from “cold audience” to “hot” aka people who bought your product.

We put together a map that helps us understand customer journeys and how other great brands are taking people from visitors to purchasers.

Yes you can have it for free right here

After all the research we did we found 5 main journeys.

1. Unique Landing Pages

2. Sample Kits & Bundle Offers

3. Lead Magnet Acquisition

4. Advertorials & Listicles

5. Optimized Product Page

Sounds boring right?

Let me go in-depth and make it interesting.

Unique Landing Pages

Come in different shapes, A lot of people don’t even understand what or why they’re building a landing page they just want to build it.

When we did research we found 3 unique angles (open the chart & follow along)

Brands like Obvi & Armra crush it with this.

1. Social proof driven: The landing page is built specifically to show social proof, results, and customer testimonials and the ads that push to this landing page do the same.

2. UVP or Result Driven: These landing pages focus on the problem, they focus on showcasing the product benefits and claims that support their unique value props.

3. Science Driven: These pages focus on the science, formulations, and authority behind the product

The breakthrough here was understanding how to position our marketing efforts in an optimized manner and being able to uniquely communicate and showcase our brand in different formats.

Sample Kits & Bundle Offers

Bambu Earth does this extremely well.

Essentially the idea behind these journeys is to make irresistible offers out of the gate. Incentivizing consumers to impulse buy because it’s a great “deal”.

If you don’t want to discount your product think of a way to make it more valuable - whether it’s bundling it or giving freebies on the side.

2 Other brands that do this extremely well are Ryze & Everyday Dose.

Lead Magnet Acquisitions

Overtone & Bambu Earth crush this in unique ways.

This journey is specifically helpful when it comes to lowering your CAC costs & taking more of a long-term approach.

Instead of spending ad dollars to acquire customers right away, you’re essentially spending the ad dollars to acquire leads and convert them at a later time via emails later down the funnel.

You can do this by running a quiz or giveaway > getting people to opt in > focusing on educating them and converting them through content.

Advertorials or Listcles

After analyzing some of the top brands in our industry it was clear that advertorials just WORK.

Every brand I spy on does this at a very high level.

Specifically listicles.

What is a listicle? A presell / blog page that lists a specific number of reasons why someone should buy your product.

Why do they work? They come off less salsey, as consumers get smarter brands do too.

As marketers, we know that it’s pretty much impossible to sell something to a stranger, listicles create a bridge that is easily digestable through education.

This gives consumers the feeling of making informed decisions vs impulse buying and ultimately makes them feel better about your brand and your product.

Here’s a short list of great listicles to save:

Armra: Colustrum & wellness brand
Javvy: Coffee Concentrate
Blissy: Sleep brand
Magic Mind: Wellness drink brand
Mine (NZT): Nootropics

Optimized Product Pages

Believe it or not, brands rarely run ads directly to their product page.

The best brands understand long-term success comes in different forms and having an optimized product page is important but its not the end all be all.

The best product pages use A+ product images, have clear product descriptions, persuasive benefits, and trust-building elements like reviews and guarantees and if any of these are missing you’re likely not doing a good enough job optimizing your page.

Bonus tip: Use Amazon-style content for your product images - essentially turn all the elements you have on your page into pictures scroll through this and you’ll see what I mean.

Thats a lot of sauce for today, hopefully, you got some value out of it.

let me know what topics you’d like me to write about next week - until then keep grinding Moementum is coming!

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