The Perspective #14

Author

Oddit Team
September 29, 2022

Welcome to the 14th 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 Grinds

  • 5 questions with Stefany Nieto, Co-Founder of Gwella

  • Clear copy vs Cute copy

  • New brands we discovered this month

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If you missed our last editions, you can read them here! 

Brand-First Breakdown: Grinds

Grinds create small pouches of flavored coffee that help you feel focused. It was originally designed as a healthy tobacco alternative for professional baseball players to kick their bad habits. 

We're breaking down their "Build Your Own Pack" and Subscription page and offering a couple of tweaks to make it an even better user experience and conversion machine. Let's jump in!

Build Your Own Pack

 Suggestions to test:

Suggestion 1: Simplify the initial intro copy allowing for your products to draw the user in.

Suggestion 2: Use a two-column grid and display all the important details the user needs to feel confident when purchasing.

Suggestion 3: Consider removing the four can minimum. If the user only wants to buy two they shouldn’t be forced down another pathway.

Build Your Own Pack

Suggestions to test: 

Suggestion 1: Move the pack overview information to the bottom and make this sticky. This allows the user to see this information and add to cart from wherever they are on the page.

Suggestion 2: Make this information expandable so they can see all the products they’ve added, and have the ability to shrink it when they want to shop. 

Build Your Own Pack

Suggestion to test: Throughout the product cards, highlight the buy more save more encouraging users to build larger packs!

Subscription

Suggestion to test: Decrease the amount of information leveraged upfront and tighten everything up. Users came here to shop! Show off the products faster.

Subscription

Suggestions to test: 

Suggestion 1: Left align the information and pull in key details like reviews.

Suggestion 2: Drive the user to the PDP to learn more instead of prompting them to add to cart.

Suggestion 3: Give them a baseline price to encourage them to learn more.

Subscription

Suggestion to test: When the user gets to the bottom of the page, keep them in the shopping mindset by prompting them with other similar product options.

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Founders Five 🖐

Founder: Stefany Nieto is the Co-founder of Gwella - a mushroom company exploring the intersection of wellness, mushrooms, and psychedelics. 

Their Mojo chews are made from functional mushrooms that help with clarity, energy, and patience!  

Oddit: How do you begin to navigate the potential medical, marketing, and legal obstacles with a novel product in the psychedelics arena?

Stefany:  Our strategy is to lead with a clear, direct, and education-forward communication strategy that is focused on the background, benefits, and intersection of psychedelics, functional mushrooms, and nootropics.

We have found that this approach is the key to winning customers' trust and gaining traction across social platforms because, at the end of the day, Mojo Microdose isn't an illicit product, it's a legal alternative. We want to ensure our growing community is not only informed about our magical recipe but also proud of the efforts our team is continuously putting into the brand. 

We're one of the few who have succeeded in navigating the marketing and legal obstacles with a novel product and as legalization comes to fruition for psychedelics, our team's experience with cannabis legalization will come in handy as we explore new products in this burgeoning space. 

Oddit: When you were designing the Mojo Gummies, what did your validation process look like?

Stefany: Mojo's origins are a decade old, born from a desire for a productivity and study aid that was legal and accessible, while also safer than the many questionable stimulants on the market at the time.

The Mojo formula took shape as a well-balanced composition of bioactive ingredients designed to induce a flow state — a psychological concept only familiar to niche biohacking groups at the time. We developed multiple iterations of Mojo in-house with different sweetness levels and ingredient blends for varying benefits/strengths. We then would test Mojo batches with our team and beta community to review their taste, texture, and effects. 

We utilized both SEO through Google and Amazon to understand the gaps consumers were searching for and then also understand how many were looking for a legal alternative. The rise in psychedelic usage during the pandemic further validated that an entry-level product would be successful. 

Oddit: For all the future founders out there, what’s one mistake to avoid when starting your first business?

Stefany: There are so many! My two top tips would be to a) write down the main purpose or key activities of your business to make sure mission drift doesn't seep in - focus is one of the key determining factors of success and b) If you start your company with friends, make sure you consider and communicate boundaries to ensure the company can stay drama-free. 

Oddit: What’s the most recent site adjustment you’ve made that had the greatest impact on revenue?

Stefany:  We recently updated the communications on our website to reflect our recommended routine (5 days on, 2 days off with Mojo) that organically inspires an uptick in subscribers and streamlined our subscription program using Skio. This removed the login process and also allowed upsell features to drive further growth on the subscriber base and allowed them to pause and skip months without losing them entirely.

Oddit: Understanding customer demographics in a category that's historically been hidden can be a challenge — who is your current target demographic? And how did you pinpoint that group at the start?

Stefany: We started by casting a wide net and then testing our messaging through channels where we could have more open discussions around psychedelics, mainly earned media. We found certain audiences responded better than others and started to narrow our target. We’re continuously monitoring our demographics across ads, social and website and we’ve supported this research with feedback from existing customers including surveys and picking up the phone to have 1:1 conversations with people and hear directly why they’re using Mojo and what types of challenges they face.

Bonus: If someone wants to explore the world of mushrooms more, where should they start?

Stefany: Start with 'Fantastic Fungi' (fun fact: Mojo is a staple in their mushroom forage box!) Jump on Netflix - it's a gateway for many consumers to understand mushrooms beyond illicit misconceptions. Also, I'd recommend they check out the Gwella blog (click here) for how-to guides on mushroom use. 

Clear Copy > Cute Copy 

Classifieds 🔎

🚀  The Homepage Header Guide - part 1 is LIVE. Check it out!

🔥 Hot Take: You don't need a copywriter. You need reviews - Our Co-founder, Shaun, explains here.

🔵 New brands we discovered this month: Tabeeze, Flex, Awkward Essentials, and Explorer.   

👀 Davie Fogarty breaks down his Oddit Report and how we helped his 200 million/year website increase CVR

Want your own brand-first breakdown? 🚨

Check out the essential and premium reports!

 If you don’t find any value you’ll get all your $$ back. No questions asked. 

The Perspective is written by Shaun Brandt, Taylor Davies, and Thomas Schreiber

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