The Perspective #29

Author

Ihtishaam Choudhary
September 12, 2023

Welcome to the 29th edition of The Perspective by Oddit!

First and foremost, we acknowledge that it's been a tad quiet on our end, and you might have noticed a slight delay in receiving this edition of "The Perspective." We deeply appreciate your patience and understanding.

The reason for this brief hiatus? We've been hard at work behind the scenes, reimagining and revamping "The Perspective" to bring you even more value. We believe in continuous growth and evolution, and sometimes, that means taking a step back to assess, refine, and come back stronger. While the start of this year might have felt a bit stale, we promise it's all been in preparation for the exciting content we have lined up for you.

While this edition continues in our current format, we're excited to hint at the fresh, revamped content coming your way very soon.

In this edition 🗞:

  • Brand-first breakdown with BEACN

  • 5 questions with Duradry's founder Jack Benzaquen

  • Quick tips on product cards

  • Need site speed optimization? Talk to Rise Speed

  • Sign-up for our next Live CRO Teardown

  • Plus, new brands we love!

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

Brand-First Breakdown: BEACN 🎙️

Say hello to BEACN, the innovative tech star serving gamers, streamers, and content creators with top-quality sound solutions. More than just crystal clear audio, BEACN stands out with its patent-pending noise suppression and a strong commitment to local production.


We'll be dissecting key areas of their website, from the often overlooked mobile drawers to product cards and much more. Are you pumped to explore these spaces and ramp up your UX chops?

Let's dive in!

Mobile Drawer

Suggestions To Test:

Suggestion 1: Remove the logo here as it is not needed. Instead position the “X” function where the hamburger menu is.

Suggestion 2: Provide clarity on what your products actually look like to increase CTR (Click-Through Rate). Do this by adding a product image for each one.

Suggestion 3: Your primary shop links, which for this case are your main products, should be prominent and the rest you can keep as secondary below such as “Parts & Accessories”.

Suggestion 4: Provide transparency by including a chevron to indicate that it’s a dropdown.

Suggestion 5: Move the rest of your tertiary navigation links into a line of 3 to save vertical space.

Homepage Header

Suggestions To Test:

Suggestion 1: Remove the carousel to avoid slowing down your site. Zoom in to show off your product and the details in its best light! Add a sticker directly on the header to highlight your award for being the best microphone choice of 2023.

Suggestion 2: Add in some quantitative social proof by either bringing in the total number of 5-Star reviews you have, or customers you’ve served (numbers in the mockup are for example only).

Suggestion 3: Consider testing a new enticing headline that grabs the users’ attention. Move all your key traits below the headline into one line to make it easier to scan while reducing vertical scrolls.

Suggestion 4: Ensure key action buttons are full-width on mobile, and sit at the bottom of the fold for optimal accessibility.

Product Key Traits

Suggestions To Test:

Suggestion 1: Remove the image here since you’ve already surfaced it on the hero image. Utilize your subcopy as your headline to highlight the benefits of your product.

Suggestion 2: There’s no need for your icons to be so big; move them inline and surface direct, concise — yet effective labels.

Suggestion 3: Create a visual hierarchy on your CTAs and make sure “Shop Beacn Mic” is more prominent to let users know it’s the primary action.

Suggestion 4: Convert the secondary action “Learn More” into a text link instead.

Instagram/UGC

Suggestions To Test:

Suggestion 1: Surface your social handle to get users tagging you when they’re using your products to build brand exposure.

Suggestion 2: Add a cross-section featuring tagged Instagram posts of happy customers, and use the headline to communicate additional trust building factors (number of followers, verified account, etc.).

Suggestion 3: Add UGC and make it swipeable, allowing users to swipe through multiple. Keep the number of images here restricted. No more than 10 to avoid this impacting the speed of your store.

Suggestion 4: Adding the username of the user providing the review brings authenticity to your brand thus making your brand more trustworthy.

Collections Product Cards

Suggestion To Test:

Suggestion 1: As mentioned, keep your headline copy to one line. Keeping this concise also makes it easy to read and saves vertical space.

Suggestion 2: Add a bounding box on the product cards make them noticeable and feel more actionable.

Suggestion 3: Align product card information to the left for better scannability.

Suggestion 4: Positive reviews are a great way to build trust with users new to your brand — make sure review numbers and stars are included for each product.

PDP Header

Suggestions To Test:

Suggestion 1: Remove the carousel indicators and let the next image peek instead to prompt exploration.

Suggestion 2: Pull up your positive reviews above the product title; they are a great way to build trust with users new to your brand — make it clear that reviews can be clicked to scroll down and read them.

Suggestion 3: Your current product title is way too big and pushes the key elements on your PDP lower on the page. Dial this down into two lines to make it easier to read and save vertical space.

Suggestion 4: Move the variant selectors out of the dropdown and surface them side-by-side; add the variation images with labels to further guide users in their shopping journey.

Suggestion 5: Your ATC button should be the most prominent element on the page. Do this by increasing the height of the button.

Suggestion 6: Surface your most frequently used dynamic buy button below your ATC button. State that there are other alternative payment options available at checkout for clarity.

If you want loads of fresh insights like this for your site, check out our Full Reports!

Founders Five 🖐

Founder: Here’s Jack Benzaquen - the driving force behind Duradry, and an advocate for hyperhidrosis. His own experiences fueled the desire to launch Duradry. Jack is not just a business leader; he's actively fighting against the associated stigma.

Coming up, we'll journey with Jack from the inception of Duradry to its current success. For Jack, Duradry signifies more than a brand; it's a testament to his grit and commitment to positive change. As we delve into his experiences, brace yourselves for a behind-the-scenes tour of what it takes to build a meaningful brand in a specialized market.

Oddit: Having a background in Systems Engineering is a bit unique in the DTC space. How did your technical expertise and attention to detail help you in conducting research and developing a successful product like Duradry?

Jack: Collect feedback via email campaigns, email flows, subscription cancellations, etc.

Also, having a founder-market fit helps a lot. I recommend people solve problems THEY have.

Last comment: our products are not "done". We keep iterating, and so should everybody UNTIL word-of-mouth alone can sustain your business.

Oddit: What's one marketing campaign or tactic that you implemented early on that had a significant impact on Duradry's growth?

Jack: Tactical - grab the low-hanging fruit; it's the most delicious. That means selling on Amazon (good listing + reviews + Amazon ads) and getting high-purchase-intent traffic searching for your product on Google (non-brand and PMax campaigns). On your site, make sure you have a TON of social proof.

Strategic - crafting a good offer (product value vs. cost) and iterating on messaging. Also, gather product feedback to start iterating on it.

Oddit: Duradry has become a trusted name in the hyperhidrosis community. It seems that in this category there are a ton of products making promises they don’t quite deliver on. What steps did you take to build trust with your target audience and establish Duradry as a reliable, go-to solution?

Jack: We need to separate acquisition KPIs from retention KPIs. The acquisition is relatively straightforward. It'll be about the offer, messaging, branding, social proof, etc.

But retention will make you rich, at least in consumable products. Retention is 20% tactical and 80% product experience. Ensure your products are better than alternatives, at least in ONE dimension (cost, quality, speed, output, shape, etc). Our products are imperfect, and we keep iterating on them, as should you.

REAL trust is seen in unrequested word-of-mouth and social proof.

Oddit: In this category there seems to be a lot of brands that’s aesthetic leans very medical, your brand seems to take a bit of a different approach. What was the overarching thought when you kicked off building this visual identity and tone for Duradry?

Jack: We started looking very medical. Google "Duradry" and check the images tab, haha.

We need people NOT to feel embarrassed to grab our product from the shelf and exhibit it on their bathroom counter. We also wanted the packaging to be part of the communication, so we chose a particular shade of red that's unisex, powerful and stands out.

Oddit: At first glance we would imagine that collecting UGC from folks struggling with hyperhidrosis would be a difficult task given the sensitivity of the issue for some - how do you collect so many authentic reviews from your customers?

Jack: 1) The law of numbers haha.

2) Not everybody is ashamed. Some people sweat too much, some lose their hair, some are overweight, some are short, etc.

3) Ask EVERY customer to share a video review, and you'll see the magic happen. The more you post, the more people feel encouraged to submit a review.

Oddit: Bonus Question! What are some books you’re always referring people to?

Jack: One book that I always recommend is "The Lean Startup" by Eric Ries. It provides invaluable insights on how to effectively grow your business, especially for new entrepreneurs. Podcast-wise, I love "A Diary of a CEO" by Steven Bartlett and a shout-out to "Hungry" which is a niche food podcast for challenger brands.

Test this format: Carousel vs. Grid

Shaun Brandt Takes the Stage in NYC to Empower DTC Brands on 19th September 2023, 6:00pm🌆

Shaun, is gearing up for an exciting event in the heart of New York City. Hosted by Shopify, the event which is called "Shoplift: Selling Smarter" promises to be a hub of innovation, insights, and networking opportunities for e-commerce enthusiasts.

If you're in or around the NYC area, we'd love for you to come along! It's a fantastic opportunity to connect, share experiences, and learn from the best in the business.

Shaun will be shedding light on his unique approach, emphasizing the importance of empowering DTC brands to adopt brand-focused, long-term conversion strategies. His insights are geared towards ensuring brands not only attract customers but also build long-term customers.

Don't miss out on this chance to gain firsthand knowledge and interact with industry leaders. We hope to see you there! See More Details

Classifieds 🔎

Before we dive into this section, a quick note: Some of our readers might find a few of these highlights familiar. We've brought back a few key points from a previous edition of "The Perspective #28" that we believe are still highly relevant and worth emphasizing. Consider it our way of ensuring you don't miss out on any valuable insights!

⚡ In case you missed it, meet Rise – an Oddit brand, and your key to a faster, more efficient online storefront, guaranteed! Get a faster site here.

🚨 Another Oddit/Replo Live Teardown. Get ready to explore high-performance pages, real-time data analytics, and a brand-first CRO approach in a Live Teardown with our Co-founder Shaun on September 27th. Sign up here.

🎯 2023 is changing the DTC game! Explore how the economic landscape is reshaping retail strategies in this article.

🔵 5 high-growth brands to watch this year: Behold, Sakuraco, Lovevery, by Humankind, Rowing Blazers

Don’t just take our word for it! ⭐⭐⭐⭐⭐

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