Hope everyone is having a lovely Monday so far. I just got back to Austin after a delightful (and toasty) week in NYC.
Last week, we hosted one of my favorite events to date, an afternoon yacht excursion for senior ecomm leaders. One of the coolest parts of my job is getting to hang out with the people behind the brands I admire so much. I spent a few hours soaking up the sun and strategy with folks from Tushy, Caudalie, NEST New York, and more -- and it was a bonafide blast.
If you'd like to secure your spot on the guest list for future FERMÀT events in your city, let me know by adding your name to the VIP guest list here. (It takes 5 seconds, I promise 😜).
In this week's newsie, scroll on for: sexy-fied car air freshener, your new favorite BBQ sauce, the deets on Meta's recent algo updates, and more.
Wishing you a wonderful, productive, and energizing week!
Cheers, Lex 💚
🛍️ Store of the Week
Drift
I've been seeing Drift's Instagram ads for a long time now. I love the way they incorporate UGC and golden hour lighting to make car air freshener seem like a must-have product. I finally took a peek at their site last night, and I found it to be very thoughtfully designed.
Here are some of my favorite homepage elements:
I really like the hero/H1/H2 messaging on their homepage - "not your typical air freshener". "designed to blend in, handcrafted to stand out"
Love how their homepage features their top 3 products with simple golden hour product photography, the # of 5 star reviews, and easy Shop Now CTAs
There are some great urgency elements at play here, like their "limited scent drop" section
Dig their subscription program info section - the Scent of the Month Club - with icons to highlight free shipping, premium scents, sustainable materials, and the ability to cancel anytime with a Join the Club CTA
Strong As Featured In section with social proof bages for Women's Health, Better Homes & Gardens, ELLE, etc
Reviews section calling out over 29K positive reviews, with select reviews shown that indicate the scent each consumer selected as well as their rating on the strength of that scent
Great purchase objection callout section for the natural buyer persona - GMO free, pet & kid friendly, cruelty free, vegan
Love their simplified global nav - Shop (shop all), Scent of the Month (limited edition/urgency play), Scent Quiz (for indecisive buyers, also great for collecting consumer info), Get a Free Refill (referral program)
Drift's PDPs are also really impressive. Things I love here:
Pricing strikeout/discounting highlight beneath the product title
Free shipping callout - THIS PRODUCT SHIPS FREE!
Number of reviews above the product description
Beautiful and simplified variant selection - quantity, starter kit vs refill, and scent selector (with imagery & scent notes for each)
+ buttons to open modules with subscription program details and starter kit details
High-res product video on-page
Segmented reviews for each specific product type per PDP
Honestly, I never expected to see car air freshener become a sexy DTC product, but I am so here for it! This is especially great inspiration for brands that sell scent-based product variants, and/or offer multiple variant selectors on the PDP.
I first met Bachan's at a Target endcap. It was love at first sight.
While I was initially drawn to the branding and packaging, I'm pleased to report that the taste is just as wonderful as the look!
Not sure about y'all, but when life gets busy and cooking feels arduous, my go-to meal becomes the gym bro classic - chicken & rice. Squeezing on some Bachan's BBQ Sauce has made this menu staple feel much more gourmet. They offer a bunch of different flavors, but the Original and Miso are my favs.
Earned by CreatorIQ - BK Beauty Co-Founder Paul Jauregui on Owning Distribution and Finding Social Commerce Success
This week's listen features one of my favorite founder/operators, Paul Jauregui of BK Beauty. If you haven't been following Paul on LinkedIn or Twitter, you're seriously missing out. BK Beauty is topping the sales charts of both Amazon and TikTok shops right now, in addition to their thriving business on Shopify.
In this episode of CreatorIQ's Earned podcast, Conor Begley (CSO, CreatorIQ) sits down with Paul to unpack BK Beauty's strategies for success in social commerce. It's a must listen, especially for brands that advertise on TikTok and YouTube.
This week's tool is a fun one! With all the eventing FERMÀT has been doing, I've been looking for neat little tools to refresh the digital RSVP experience.
I came across HiNote, and I love this thing! HiNote allows you to create and share beautiful digital greeting cards, invitations, thank you notes, and more.
Managing multiple languages across your ecommerce site is...tricky. Especially when you're trying to serve up a language-specific experience to folks who have clicked on a language-specific ad.
Rather than hard code these complex journeys, 54D uses FERMÀT to build language-specific funnels from ad to checkout.
To state it simply, 54D uses FERMÀT funnels to send traffic from English-language ads to English-language funnels, and Spanish-language ads to Spanish-language funnels.
This enables the 54D team to quickly match the language of each offer to the language of each ad, presenting an end-to-end consistent buyer journey.
For 54D, it's the fastest and easiest way to experiment with conversion variables within language-specific experiences.
Join us this August for League of Originals' Toronto Summit - a day of programming thoughtfully designed to support the next generation of brands, founders, marketers, and creators. Summit speakers include senior leaders from Bushbalm, NudeStix, Bala, Sundays Furniture, & more. Lunch, Happy Hour, and live music included!
This September, we're collaborating with the data experts at Elevar for an exclusive meetup in midtown Manhattan. This event is designed for ecommerce marketers to learn how to improve ad performance with enriched data and innovative automation solutions. We'll kick things off with insightful roundtable discussions and close with a happy hour!
Giddy Up! FERMAT is partnering with League of Originals for an Austin popup, bringing together the most influential brands to talk shop and learn from experts at Marlow Bar. Doors open at 5PM, panels begin at 5:30 PM, and then it's time for the fun stuff - networking and drinks from 7 to 10.
