📦 - Pivot! Pivot!

DTC 518 - Blueland Website Breakdown, Four Sigmatic TOFU Strategy, and Good Margins Wednesday, March 20, 2024 Does that make sense? Do you know what I mean? (Please say yes 😅) Good morning, Dune 2 is the highest-grossing movie so far this year, earning almost $500 million at the box office and making audience-goers Google questions like ‘How exactly do you get off a sandworm that travels 30 miles per hour?’ 🤔 Instead of answering the question, Director Denis Villeneuve teases this will all be revealed in the next installment (a great way to build buzz and anticipation). In the meantime… here’s what you’ll find in today’s DTC: - How Blueland’s website does an excellent job of acquiring and retaining customers. - Why Four Sigmatic pivoted their TOFU strategy and increased their ad spend on Amazon instead of Meta. - And…why good margins are so important when you are struggling with ad performance. You’re reading this newsletter along with new subscribers from: Ahria Consulting, The Cover Guy, and FourFour Co. 👋 MMM+ 🕺 Media Mix Modeling Is All The Rage — And For Good Reason Many MMMs (media mix models) are outdated at best, confusing at worst. When your revenue’s on the line, that won’t cut it. That’s why [Northbeam created MMM+]( — bespoke for modern commerce. Think your traditional MMM compares? Check out the [key benefits of MMM+](: - An interactive dashboard, not static outputs. Choose your ideal channel mix to see its business impact. Design your budget and see how each choice affects results. - Easily interpretable visuals with decisive actions. No more incomprehensible decks or spreadsheets. The brand-new chart dashboard was built by and for modern marketing leaders. - Extreme transparency. With Northbeam, check your model's accuracy at any time. No more black boxes. It's a revolution in media mix modeling. ⚔️ The longer you wait to implement, the lower your returns will be… [Request Your Demo Today]( *Sponsored WEBSITE DESIGN 💰 Why Blueland’s Website Does Such a Good Job of Converting Leads into Customers Yesterday we talked a bit about [Blueland’s]( innovative cleaning products but their well-crafted ecommerce site also deserves a much closer look. 🔍 What makes this website so great? Their website addresses pain points from new customers and returning customers while building trust and credibility. Here’s how they did it: 👇 1️⃣ Cohesive Storytelling Blueland’s main nav structure is a great example of cohesive storytelling. For new customers who want to learn more about Blueland’s mission, a secondary navigation appears directly below with more information. Reading from left to right, website visitors are greeted with clean and easy-to-read tabs that lead them further down the sales funnel rabbit hole. The story begins with educating consumers about their founder story and introducing [the Plastic Problem]( before positioning Blueland as [an innovative solution]( and then asserting [why their brand should be trusted]( over other competitors. Their multiple certifications with organizations like EWG and Leaping Bunny help build credibility in a crowded space. [Blueland’s top nav does a great job of providing product education and leading customers down the sales funnel] This is all done on a dynamic one-pager which utilizes anchor text to tell a story made up of text, high-res images, and videos. Customers can easily scroll up and down to revisit other sections, making the user experience feel effortless. 💡 When selling a product that requires a lot of product education, this layout is a great way to educate and build trust with new customers and get them to convert into loyal buyers. 2️⃣ Clear Path to Repurchase Refills Along with creating content for new customers in mind, the site’s main nav also caters to returning customers. Their Refills tab is featured prominently in a blue text color that stands out in stark contrast with all their other tabs. This makes it easier for returning customers to immediately find what they are looking for and makes repurchasing a breeze. ⚡ Subscriptions are a big part of Blueland’s business model and they offer options for customers based on their needs and household size. Blueland also emphasizes two important points: cost savings for subscribers and also the ability to ‘cancel at any time’ to smooth out any kinks in the conversion process. 💡 Since Blueland is selling cleaning products which are viewed as easily consumable essentials, subscriptions are a great way to turn one-time customers into recurring buyers and achieve a steady flow of revenue. 💰 3️⃣ Transparent Messaging Is Everywhere Throughout Blueland’s ecommerce site, they do a great job of communicating their mission of reducing plastic waste. Some brands only feature their sustainability mission on the homepage or their About page, but Blueland’s mission is everywhere including their PDPs. When viewing product info, they also have a tab called sustainability which breaks down the environmental benefits of purchasing Blueland products. [Blueland’s sustainability messaging emphasizes how purchasing their products helps with the plastic problem and pollution] Blueland also quantifies their impact with revealing stats across their web pages with the most impressive one being that Blueland has eliminated over 1 billion single-use plastic bottles from landfills and oceans since 2019. 💡 Since their mission is closely ingrained with their products, this transforms their customers into environmental activists, and makes them feel like their order is making a positive impact. And who doesn’t want to feel good about online shopping? We love how Blueland’s website does a great job of educating consumers and telling an impactful story. 💙 CREATIVE 🤷 Is Your Content Good Enough? Time spent on social platforms is only going up, up, up. More eyes, more time, more impressions. Today, content isn’t just king, it’s the whole dang kingdom. SO what would it look like if you had content that actually worked? Plant People, GreenPan, immi, AdoreMe, and Cocokind can tell you… With [minisocial](, they get content that hits the KPIs of their ENTIRE MARKETING TEAM (yes, really) from social media managers to acquisition teams. minisocial’s [micro-influencer produced content comes to you fully-licensed, ready to share, and full of fresh ideas and angles]( so you can increase your ROAS, CTR, add to cart, you name it. So, is your content actually good or just ‘good enough’? 👀 [Get Content That Converts]( *Sponsored PODCAST 🎧 How Four Sigmatic Pivoted Their Top Of Funnel Strategy In the latest episode of the podcast, we chat with Rick Cadotte, Head of Growth at [Four Sigmatic](, a brand that's reshaping how we view our morning brew with its adaptogenic coffee products. ☕ Rick shares why the decision to target beyond mushroom coffee aficionados to everyday coffee drinks led to remarkable growth and why they chose to increase their ad spend on Amazon over Meta. 📈 Rick explains: "It’s about not just reaching out but reaching the right people at the right moment. Amazon has allowed us to do that with precision we couldn’t find elsewhere." In this podcast, we cover: - The art of keyword magic: reaching people who were tired of the same old coffee routine and wanted a healthier alternative. - Moving from Meta Ads challenges to Amazon's opportunities. - Embracing Amazon's sophisticated targeting capabilities to connect with high-intent audiences. 👉 You can listen to the full episode with Rick [here](. ⚡ QUICK HITS 📸 Badly photoshopped product images may be affecting your conversion rate. Create pristine, professional, and cost-effective photos for your product using human and artificial intelligence with Snappr. [Get your free trial here](. * 🌍 Don't let borders limit your sales! Expand your reach to 220+ countries and territories effortlessly with [Passport Global — your partner in global success.]( * 🌐 IN THE SOCIAL SPHERE With so many ecommerce businesses struggling with Meta Ads right now, this is an important reminder that having good margins is crucial during a time of volatility. ❓ Does your paid ad strategy rely heavily on Meta Ads? - [Yes, Meta is all I have]( - [We are redistributing our ad spend]( - [No, we rely on other ad channels]( Can't view the image? [Click here]( 📰 NEWS - Instagram [is rolling out a new promo code ad feature]( globally. - Amazon [extends its partnership with NVIDIA to improve AI infrastructure and security]( so it’s easier to scale generative AI models across various industries. - Meta [offers to reduce the cost of ad-free subscription]( to meet European strict data privacy regulations. - Matilda Djerf, founder of Djerf Avenue, [expands into the beauty space with haircare products.]( SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 🍪 [AKNF 387](: How to extend the life of your cookies - 🪑 Dayne Rusch on [Vyper Industrial’s Eight Figure Shop Chair Journey]( - 📹 [AKNF 385:]( Why 3-5 second ads are crushing it on Meta - 💪 Dan Crosby on [BioSteel and Revitalizing a Hydration Empire]( - ✍️ [AKNF 383:]( Meta State of The Union 2024 - 👚 Oren John on [Launching a Premium Niche Fashion Brand]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. Please note that items in this newsletter marked with * contain sponsored content. 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