The Perspective #11
Welcome to the eleventh edition of The Perspective by Oddit!
Twice a month we send out actionable tips for creating brand-first and conversion-optimized customer experiences from the best in DTC.
In this edition 🗞:
- Brand-first breakdown with RACEWKND
- 5 questions with Founder of Switch Research Naveed Avery
- How to dial in key conversion points
- New brands we discovered this month
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If you missed our last editions, you can read them here!
Brand-First Breakdown: RACEWKND
RACEWKND is a fresh take on the circuits, cities, and customs of Formula 1 through a collection of awesome magazines.
We're breaking down their Product Display Page and offering a couple of tweaks to make it an even better user experience and conversion machine. Let's jump in!
Suggestion to test: Regardless of the image type, make sure they are all cropped to the same aspect ratio.
Currently, the images change and as the user swipes, the rest of the content on page moves which is a bad customer experience.
Suggestions to test:
Suggestion 1: Remove the zoom action. It’s added clutter that isn’t adding value.
Suggestion 2: Simplify the actions needed to view more images. Whether it’s arrows or dots, pick 1. Adding more interactions is just another element to distract users from the task at hand – purchasing.
Suggestion 3: The title looks cool, but it’s killing conversion. Cut the font size in half to allow key actions to sit higher in the fold.
Suggestion 4: Link the reviews so if users want to see them easily, they can click and scroll down the page!
Suggestions to test:
Suggestion 1: RACEWKND is a magazine subscription but there’s no info on site on how to actually subscribe (recurring orders). The user can only order the existing issues.
We suggest adding the option to sign-up for the actual subscription so when the next year of issues starts, you can bill users again. This should be cheaper than the single purchase, and even consider offering a free tote or sticker pack or something as an added gift.
Suggestion 2: Offer a simple action to learn more about the subscription option. (See the next image below!)
Suggestion 3: Make your add-to cart the loudest element on the page. Pink!
Suggestions to test:
Suggestion 1: Surface a simple pop-up for users wanting more info. Make it easy to close!
Suggestion 2: If you’re offering a freebie with subscriptions, show it off!
Suggestion 3: Give users all the info they need, including any terms (cancel anytime, no commitment, etc)
Suggestions to test:
Suggestion 1: Simplify this first section describing the product, and minimize to draw less attention.
Suggestion 2: The magazines are beautiful – leverage that. Call out the 4 covers, the titles, and the issue #.
Suggestion 3: Just like on the homepage, let users take a peek inside if they want! This is a great way to build trust with users that are on the fence.
Suggestion 4: Collapse all additional information into simple accordions that are easily accessible.
If you enjoyed these tips, reply to this email and let us know. We love feedback :)
Founders Five 🖐
Founder: Naveed Avery is the Founder of Switch Research which creates easily accessible mental health resources. They partner with psychologists, clinical therapists, researchers, and psychiatrists who have years of academic or clinical experience to provide evidence-based resources that improve lives.
One of their best sellers is the Self-Love journal which is packed with strategies to shift your brain from a state of self-judgment and turbulence to a healthier mindset of compassion and positive self-talk.
Oddit: You’re an A/B testing machine, give us 2 of the most surprising/unexpected results from A/B tests you’ve run?
Naveed: I try and always have a split test going, might as well right?
Here are the last two that had a very clear winner.
1. Price Point Test: I recently tested $29.00 price point vs $29.97 price point and saw a 9.65% increase in revenue per session on the $29.97 version. But what really stood out to me was the fact that the conversion rate was higher on the more expensive variation.
2. Copy below the add-to-cart button: The original copy below the add-to-cart button was "Free Shipping On All Orders Above $60", I split-tested that against "100% Money Back Guarantee". The guarantee gave us a 12.3% increase in revenue per session.
Oddit: What’s the most recent site adjustment you’ve made that had the greatest impact on revenue?
Naveed: I’d have to say implementing a post-purchase upsell. Before the Thank You Page we offer a one-time discount for the customer to purchase our newest journal, this immediately increased our AOV by 7%.
Oddit: When it comes to tech stack - give us a tool that you think is super underrated but extremely useful.
Naveed: Definitely ShipScout. I think everyone should A/B test their shipping thresholds/prices. I don’t have the data anymore since I ended up just deleting the app after figuring out the best shipping price, but I saw a significant increase in revenue per session with a lower shipping price.
Oddit: Switch has a podcast called Therapy Talks - who’s your dream guest & what’s been the most personally impactful episode so far?
Naveed: I think our hosts would love to interview Brené Brown one day. They’re constantly quoting her books. 😛
The most personally impactful episode so far has been the one we did on eating disorders - as someone who has struggled in this regard, it really resonated with me.
Oddit: What book do you recommend to grab or gift for those looking to improve their relationship with themselves?
Naveed: If I wasn’t going to recommend one of our journals 😉 I’d say Meditations by Marcus Aurelius.
How to dial in key conversion points
Key conversion points MUST be dialed in, but it can be difficult to know where to start.
Test these 6 things ⬇️
— Oddit 👀 (@itsOddit)
Aug 3, 2022
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The Perspective is written by Shaun Brandt, Taylor Davies, and Thomas Schreiber
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