The Perspective #15

Author

Oddit Team
October 13, 2022

Welcome to the 15th 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.

Black Friday/Cyber Monday is 6 weeks away! There's still time left to optimize your site, but make sure you purchase an Oddit Report in the next 1-2 weeks so you can start testing ASAP.

Here's what our essential & premium reports include ⬇️

In this edition 🗞:

  • Brand-first breakdown with Kanga

  • 5 questions with Shaun Cunningham, Co-Founder of future kind

  • Empty cart = sales tools

  • New brands we discovered this month

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

Brand-First Breakdown: Kanga

Kanga creates soft coolers that slide around a cold case of beer, and keeps it cold for up to 7 hours without the need for ice! (we'll take 2 🙋‍♂️)

We're breaking down various parts of their website and offering a couple of tweaks to make it an even better user experience and conversion machine. Let's jump in!

Homepage Header

 Suggestions to test:

Suggestion 1: Tighten up the navigation padding/spacing. There’s no reason for it to be taking up so much vertical space.

Suggestion 2: Tighten up the image crop, and the image + text in a way that makes the copy easier to read.

Suggestion 3: Don’t forget to tell users what you sell and what makes it great.

Suggestion 4: Make sure the call to action is full-width, easy to read, and placed at the bottom of the first fold where it is most accessible. As well, be descriptive on it — if users skipped the content above it, they still know where they are going!

Featured Product

Suggestions to test:

Suggestion 1: Add a heading to let users know why they are seeing one single product.

Suggestion 2: Create urgency and make the limited-time offer more prominent.

Suggestion 3: Pull in a few key traits of the product and pricing.

Suggestion 4: Make sure your action is full-width and communicates where they are going again!

Homepage Cross-Section

Suggestions to test:

Suggestion 1: Pull in a simple image of the Kase Mate sliding over a case. Ideally, this is a video looping showing it!

Suggestion 2: Let users know this is the Kase mate and it comes in 3 sizes!

Suggestion 3: Give users access to the 3 sizes in the simplest format possible and clearly show the product images.

Buy Box

Suggestions to test: 

Suggestion 1: The products are simple, and have an even simpler positioning — make sure users see that initially.

Suggestion 2: Make sure the “Add To Cart” is full-width, and is the loudest element on the page. Currently, it’s lost.

Suggestion 3: Make sure the “More Payment Options” link actually looks like a link.

Suggestion 4: You offer Shop Pay — let users know it’s there (if the order was over $50 this should change to allow them to apply).

Sticky Add To Cart

Suggestions to test:

Suggestion 1: Add in a sticky “Add To Cart” for users to add the product to cart as they scroll. This should only pop in once the “Add To Cart” button that's on the page is scrolled past.

Suggestion 2: Show users the product title, and let them change color/pattern easily if needed.

Founders Five 🖐

Founder: Shaun Cunningham is the co-founder of future kind - a vegan supplement brand that Shaun & his brother Eliot founded in 2019.

After studying nutrition and becoming certified nutritionists, they discovered the power of a plant-based diet, but finding the right vegan supplements was difficult.

Future Kind is focused on evidence-based products, using 100% vegan ingredients, with science and environmental sustainability at the core.

Oddit: You and your brother founded Future Kind, what’s your best piece of advice for not blurring the lines between business and family?

Shaun:  My wife actually called me out on this lately (particularly as we have a 4-month-old baby) so I'm probably not the best person to ask, but I'm making a real effort now to stop working after six and try to completely stop during weekends (no sneaky Sunday "I'll just reply to this email").

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

Shaun: Moving to Shopify native checkout (we previously used Carthook). The checkout completion rate went up massively. Same with introducing PayPal (though hate their fees!)

Oddit: How do you ensure you uphold your eco-credentials (using recycled packaging, carbon offsetting deliveries, etc.), while still remaining profitable?

Shaun: We've been independently certified as a B Corp. It was a massive PITA and required us to jump through a bunch of hoops but ultimately was a good thing to keep us on the straight and narrow. It is a challenge though balancing sustainability with commercial viability but ultimately if losing 5% margin is the price to sleep better at night, so be it.

Oddit: What’s been the most unexpected lesson learned from starting Future Kind?

Shaun: That targeting vegans is unbelievably expensive and hard. Better to focus on the plant-based market as a whole.

Oddit: In your opinion, what’s one supplement people don’t know about or give enough credit to, but should consider taking?

Shaun: Afraid I have to give 3! Almost everyone should consider Vitamin B12, Vitamin D & Omega-3 (specifically EPA & DHA).

Vitamin D is particularly important if you live in the Northern parts of the US or Europe. Also, women should get their iron levels tested as they're often low and men should avoid taking iron supplements as their levels are often high! I could go on all day...

Empty cart = sales tool

Classifieds 🔎

🚀 CMO of Jones Road Beauty, Cody Plofker, breaks down 5 key changes he's made to their website.

🎙 Oddit Co-Founder, Shaun Brandt, talks about how smaller brands can build high-converting websites

📸 How to find the perfect balance between UGC & product photography on your website

🔵 New brands we discovered this month: Day Owl, Bitchin Sauce, Oats in Coats, and Not Pot 

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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