Hope you had a great weekend. I alternated between watching college football and The Boys (on Amazon Prime). Have y'all seen it? It's whacky, but I am officially hooked.
The FERMÀT team had an absolute blast last week with our Singularity: Black Friday webinar. Sending a major shoutout to our 20+ incredible speakers, and everyone who tuned in, too! If you didn't get a chance to see it live, don't worry - you can get the replays here.
This week, we have two awesome IRL events happening on Thursday (9/12). Catch us in either NY, NY or Austin, TX:
We also corralled together some creative strategy experts for a sweet virtual event on 9/16. Join FERMÀT, Alex Cooper (AdCrate), Jonathan Packer (GOAT Foods), and Barry Hott (Hott Growth) for Full-Funnel Creative Strategy: Catapulting Conversions with Performance Creative at 6PM EST on LinkedIn Live. It'll be a real, authentic, and deep-dive chat with the pros on high-performing ad creative.
In this week's newsie: a super cozy robe, data on the efficacy of screensaver ads, a tool for turning your voice memo ramblings into coherent text, and more.
Sending you good vibes for another awesome week!
Cheers, Lex 💚
🛍️ Store of the Week
Jaxxon
Years ago, I was gifted a Jaxxon set by my dear friend Mia Healy - you might know her from Triple Whale! The necklace and bracelet became my everyday favorites. I've kept an eye on Jaxxon as they've grown over the years, and remained a huge fan.
Jaxxon's sales strategy is built on offering affordable, yet high quality pieces. They sell a ton of SKUs, but masterfully merchandise as to not overwhelm shoppers while still boosting AOV.
Here are a few of my favorite things about Jaxxon's homepage:
Hero CTA with clear, close-up product imagery and CTA for Best Sellers
Social proof section right below the hero with ESPN, GQ, Forbes, and Men's Health logos (note: they primarily sell men's jewelry, so their site reflects this persona)
Section for purchase objections right below the social proof - highlighting 50,000+ 5 star reviews, free shipping for US orders, and 30 day returns
Featured Best Sellers section with high-res product photography, tags like "Selling Fast" on product cards to increase urgency, and additional product callouts like "#1 Men's Bracelet" and "Free Engraving" below product cards
"Need Help Deciding" section, which allows shoppers to input if they are shopping for themselves or a gift, their ideal product style, whether they want a single product or a chain stack, and their preferred metal. I tested this out and was sent to a PDP for a product with a BOGO 50% offer -- brilliant AOV boosting move here.
They also have mega-optimized PDPs, too. Callouts here:
"Find My Size" hyperlinked chain guide with visuals to determine best chain length
"Get it as early as" with estimated shipping times
"Fair pricing" Us versus Them pricing comparison accordion
Sticky Add to Cart CTA as you continue to scroll through more PDP info
Video creative of the product in motion, UGC testimonials, etc.
Last few things I love about Jaxxon's site:
Their "Start Here" in the global nav is brilliant, directing shoppers (likely those purchasing gifts) towards best selling products
Their "Unlock $50 Off" email capture - comes as a popup & lives in the footer nav. Super strong offer. Gets customers in the door for their first purchase, and with high repeat purchase rates, nets out with LTV.
Big fan of how Jaxxon keeps things robust and conversion-optimized at the same time. Props.
I've been hearing great things about Parachute's bedding for years, but never had the chance to try it myself. Recently I purchased this Waffle Robe as a gift for a friend's birthday...and then promptly bought myself one, too. 🤣
This robe is cozy but lightweight - meaning it keeps you warm out of the shower, but not too warm! Big fan.
"LG Ad Solutions Finds that Screensaver Ads are In Fact Effective"
ICYMI, LG recently announced the launch of native screensaver ads on their connected smart TVs. Along with the product release came this article - which contains some interesting findings from LG's R&D department.
This one's a super short read, but has some fascinating implications for those considering various CTV and display ad formats.
Big Shot - Bobbi Brown's Billion Dollar Beauty Legacy
Bobbi Brown is an absolute legend. In 1991, she launched Bobbi Brown Cosmetics...and then in just 4 short years, her brand was acquired by Estee Lauder for a whopping $74.5 million dollars. The acquisition came with a 25-year non-compete for Bobbi. As soon as it expired, she launched DTC clean-beauty behemoth Jones Road Beauty.
This episode of the Big Shot podcast, hosted by Harley Finkelstein (President of Shopify), is an honest and thoughtful exploration of Bobbi's multi-time founder journey, the challenges that come as a result of a major acquisition, and more. I was soaking up every second of this pod!
You know that moment when you go to message someone and think, "You know what? I'm just going to send them an audio message. It'll be easier." Tale as old as time...and it often ends up in a 2 minute, rambling voice memo with various sirens and coffee shop jams in the background. Letterly is the perfect little AI solution for this problem. With Letterly, you can ramble your musings into a voice memo, and this nifty tool will turn your speech into a coherent email, text message, or whatever else you're looking for. Très manifique!
We've said it before, and we'll say it again. The best shopping funnels are the ones that get specific - specific to a persona, a value prop, or in this case - a specific competitive differentiator. This funnel from supplement brand WonderCow focuses on what makes their colostrum stand out from the rest: a rich, gold tone.
WonderCow's funnel begins by targeting consumers already familiar with the benefits of colostrum products with Us Vs. Them style ad creative, emphasizing what buyers should be looking for in their supplement (versus what they might already have). Shoppers who click on the ad then land on an advertorial-style LP from WonderCow, which digs deeper into why buyers should switch to their brand as their chosen colostrum provider -- and why the gold color visible in their supplement is an indicator of their unparalleled product quality.
The LP goes on to present additional product benefits, with an in-line, simplified buy box to purchase. This minimalist buy-box formatting is intentional; it removes additional product education (typically present on WonderCow's main PDP) that isn't necessary for shoppers within this funnel. These shoppers already understand colostrum product benefits and are interested in purchasing a higher quality/more effective supplement. Therefore, the LP is designed to only contain the elements necessary for this buyer persona to convert.
Additionally, because the prospective consumers in this funnel are likely already colostrum enthusiasts, the funnel is optimized for subscription purchases. On the embedded PDP, the subscription purchase option is defaulted, enouraging shoppers to take advantage of a 30% subscribe and save discount.
With FERMÀT, WonderCow has built an end-to-end shopping experienced targeted to a very specific buyer - a buyer switching from a competitive product to theirs. FERMÀT makes this level of deep, end-to-end funnel specificity possible for all creative hooks, buyer personas, and more.
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.
Join FERMÀT, Alex Cooper (Co-Founder, AdCrate), Jonathan Packer (Co-Founder, GOAT Foods), and Barry Hott (Growth Marketing Consultant, HottGrowth) for a deep dive into all things performance creative via LinkedIn Live. Whether you're a brand leader, a performance marketer, or a creative strategist, this one is a must-watch!
