The Perspective #23

March 08, 2023

Welcome to the 23rd 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 brands in the world!

Heads up: Next Wednesday, we'll be Odditing sites LIVE with Nik Sharma and our Co-Founder Shaun. It's FREE for everyone and a great opportunity to receive feedback on your website! SIGN UP HERE!

In this edition 🗞:

  • Brand-first breakdown with Havana Loops

  • 5 questions with Founder Austin Lovell

  • Collections Page Guide is Live!

  • New brands we discovered this month

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

Brand-First Breakdown: Havana Loops

Havana Loops have created the ultimate Apple Watch Band for the eco-conscious and active individual. Made from recycled materials, these bands are not only environmentally friendly but also sweat-wicking and ultra-soft to the touch.

And with every purchase removing 1 kilo of ocean plastic, it's just another reason to feel good about purchasing from them.

Close the loop and let the vacation vibes flow! 🌴

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

Mobile Drawer

Suggestions To Test:

Suggestion 1: As much as this menu is more accessible, it just really isn’t doing a great job of surfacing products simply. We would suggest adopting a more standard navigation. If you want to keep the bottom menu, at least implement the changes shown, just coming in from the bottom.

Suggestion 2: The focus here is selling products — make that clear. SHOW the color / pattern options.

Suggestion 3: Give a clear, accessible option for users to “Shop All” if they aren’t ready to decide just yet.

Cart With Items

Suggestions To Test:

Suggestion 1: Call-out the number of items in the cart directly in your title.

Suggestion 2: Increase your Average Order Value (AOV) with a quick add-on section. If you really want to get crazy, surface the other colors / patterns and let them add right there!

Suggestion 3: Trust and credibility are cornerstones of conversions. The checkout button is a crucial conversion point. Add a secure lock icon to signify secure checkout which builds trust.

Homepage Header

Suggestions To Test:

Suggestion 1: Whether it’s buy 2 get 1 free or the shipping offer, keep it to a single line, and make the action they are taking CRYSTAL CLEAR!

Suggestion 2: Make sure users can see the content and image clearly. Separate them to make everything easier to digest.

Suggestion 3: Whether it’s reviews, or number of bands sold, new customers want to see that other people support Havana Loops.

Suggestion 4: Rather than a paragraph of content, pull these into bullets / checks so they are easier to scan.

Suggestion 5: Leverage a full-width Call To Action (CTA) and place it at the bottom of the fold. If you are keeping the bottom menu, have it pop-in once the user starts scrolling instead.

Product Card

Suggestions To Test:

Suggestion 1: Make sure your product is the actual focal point here — not the Apple Watch (which you don’t sell). Show the product clearly and close up, and consider adding the key traits as call-outs directly on it!

Suggestion 2: Pull in reviews here again, as well as price (and show the savings!).

Suggestion 3: Same as in the header, make sure the key traits are shown in a way that is easier to scan for users.

Suggestion 4: Leverage a full-width CTA and ensure you are transparent when showing where your user will be directed to. Layer your free shipping offer directly below this to break down any purchase barriers.

Sticky Add To Cart (ATC)

Suggestions To Test:

Suggestion 1: Your sticky ATC can sit at the top of the screen on desktop, but when it comes to mobile it needs to be where the action is most accessible — at the bottom of the screen.

Suggestion 2: Show the selected strap and make it easy to change if they want!

Suggestion 3: Make sure this only pops in once users scroll past the ATC button that is on the product page. A sticky ATC is a secondary action to take once the primary action has been passed.

Comparison Chart

Suggestions To Test:

Suggestion 1: The generic column is adding no value here — cut this down to just the Apple and Havana Loops columns.

As well, make sure the content is true. You may do some things better than Apple, but they are a fantastic company with great products — it is simply not believable that you do EVERYTHING better than them, and are cheaper. Make this content believable by having a few checkmarks in the Apple column (you can design them differently to help downplay them!).

Suggestion 2: Add some brand detail here and show the Havana Loops logo at the top.

Suggestion 3: Make the Havana Loops column pop off the page.

If you want loads of fresh insights like this for your site, check out our Quick Win 10-Pack and Full Reports!

Founders Five 🖐

Founder: Austin is the Founder of Crafted, an agency that creates, launches, and scales e-commerce brands.

To date Austin's worked with 100+ brands, creating over 2,000 video ads (and counting), helping clients generate an additional $10M in revenue!

Now, he and his team build their own brands from the ground up... In house and in control.

Austin also sends products up to the edge of space for fun with “Up&Up”, generating out of this stratosphere creatives for viral campaigns.

Back on earth, Austin also presents “The Lift Off Show” Podcast which helps ambitious e-commerce entrepreneurs increase sales, profits and build a powerhouse brand — fast.

Oddit: Tell us more about sending brands up to the edge of space for creative campaigns?! Where did this idea come from?

Austin: Sending products up to the edge of space was honestly a lot of fun. I love space. And I love marketing. So at the end of 2021, I was thinking "How can I combine both of these?".

At the time, I owned a UGC video ad agency and was always looking for creative that would stop the scroll and grab people's attention. As an experiment, decided I would send a product up on a really large balloon and get footage of it 30 kilometers (over 100,000 feet) in the sky. Recruited some aerospace engineering students over the Christmas break in 2021/2022 and had our first mission for Up&Up (the name I gave the project) in February 2022. Reached out to a few brands who I thought would be a great fit for missions throughout 2022, and we ended up doing 6 launches total.

My favourite one was a collab with the Triple Whale team where we sent an iPhone with their app on it to the edge of space — see it here!

Our last ever mission was before Christmas last year for a well-known DTC brand and that video is launching very soon.

Oddit: You’ve worked with 100+ brands and created over 2,000 video ads — What’s the biggest mistake brands make when creating an ad?

Austin: Swimming against the tides of the platforms they are advertising on.

If people consume selfies and raw photos on Instagram, run selfies and raw photos with your products in them as ads. If people consume funny and relatable videos on TikTok, run funny and relatable videos with your products in them as ads.

Make the kind of content people are already consuming on these platforms, run those as ads and you'll see your ROAS (Return On Ad Spend) boom.

I've seen many brands spend big bucks on large-scale productions only to realise it just doesn't convert. If you want to get to the 7-figures in annual sales profitably, I believe UGC is the most simple way to get there.

Oddit: What’s been the most successful ad you’ve ever created? And what do you think (or know) made it so successful?

Austin: Back when I ran my UGC agency, we made a bunch of video ads that generated over $250K in revenue (profitably) each. My favourite type of ad creative has been UGC for a long time, and if you get it right, I'm confident they can work for any brand with any product.

My top tips for nailing UGC creative are to find great creators (a lot of great ones on StarNow, and UGC creator Facebook groups), give them a guide to follow (include scripted sections, as well as open prompts so they can speak authentically about your products), ask them to also shoot photos (simple selfies with a product can outperform video ads) and then edit the ads so they look like native content for the platforms you're running them on.

Oddit: What’s the most recent site adjustment you’ve made that had the greatest impact on revenue for one of your brands at Crafted?

Austin: Improving the site speed. Go find someone on Fiverr that can optimize your site and it will have a huge positive effect on your conversion rate. It will be the best $100-$150 you'll spend this year.

Oddit: What marketing or business book have you most often gifted or recommended?

Austin: $100M Offers by Alex Hormozi. Whether you own a service or product-based business, this book is absolute gold. Read it 3 times over if you have to because it will change everything.

The importance of site speed!

Classifieds 🔎

🚨 Sign-up for our next Oddit Live with Nik Sharma and our Co-Founder Shaun Brandt!

👀 Our collections page guide is now LIVE! Check it out here! 

🚀 If you're building a product page, make sure you feature these types of images

🔵 New brands we discovered this month: CanDo, Sweedies, Mochidoki, and KoaKoa

Want your own brand-first breakdown? 🚨

Check out our full reports — Or even start with a Quick Win 10-Pack!

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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