← Limited Supply
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- [00:02]
Nick Sharma
Welcome to season 11 of limited supply, a place for hot takes on what it's really like building and scaling consumer brands. I'm your host, Nick Sharma. Let's get into today's episode. As a brand, you know that you're spending hard earned dollars driving traffic to your site. The problem is 98% of that traffic is anonymous. You don't know who they are and once they leave, it's hard to find them again. There's a new tool that helps you identify these visitors and get in front of them. It's called Instant. Instant gives you another chance to convert these shoppers to buyers using their retention marketing platform. You can use their platform to send two to three times more site abandonment emails which you know, generate meaningful revenue and build audiences to retarget on meta, double your abandoned flow revenue and increase your roas with instant. Go to instant.one limited to learn more. That's instant one limited. Now back to the show.
- [00:57]
Unnamed Guest or Co-host
Welcome back to another episode of Limited Supply. Today's episode is going to be slightly different. I'm going to do something that I've actually, actually enjoyed on other podcasts that I've consumed myself, which is going through a live demonstration or. Well, basically I'm gonna, I'm gonna go on websites and I'm gonna talk about them. I'm gonna narrate everything. That way you can follow along. So I'll tell you what website to pull up. But I would recommend that for today's episode, if you're listening to it and you're at the gym, you're in the car, I would recommend that you, you know, listen to this now and listen along and then pull up the examples later. If you're at a computer or near a computer, pull it up as we do it and follow along with me. And then if you have any questions, just DM me on Twitter or as we're going through this, have my DMs on Twitter open and you can always just shoot me a message or email me. All right, so I want to start with. And also, where did this come from? So this past weekend I actually wrote a newsletter breaking down the funnel of one of the brands that I'm going to talk about today. And you know, I thought it was kind of a, hey, let me write this, because I can write it out really quick and I think it'll be helpful for people to pick up one or two nuggets. It was one of the emails that got the most overwhelming positive responses that I've probably written in a while. So A lot of people seem to like it. It was relevant whether you were a brand new company just starting out or you were a brand doing a hundred million or a brand doing 200 million or 500 million. So it seemed to be pretty helpful. And with today's I'm going to basically go through 20 different websites and I'm going to pull and talk about just kind of narrate and rattle off the things that I'm liking, the things that I'm picking up. And those things tend to be things that are kind of beyond the norm of what are the basics or you know, how do you, what are the best practices for a website. So some of these might be templatized websites, some might be fully custom. But the thing that I want to look for and call out to you is the things that I think are actually going to improve conversion rate in a meaningful way. So without further ado, let's get started. The first website I'm going to talk through is going to be Ridge. So I pull up Ridge and you know, I'm actually doing all of this on the computer so I recommend you look at it on the computer too. Anything we talk about or sections that we like, you can check out how they look on mobile and then look at that from a, for a design inspiration standpoint. But for the most part here the reason I'm looking on desktop and why it's okay is I'm actually just looking for content modules that I find or UX kind of strategies, tactics, tips that I see on these sites that I want to pull from. So I land on Ridge right away. It's got this beautiful pop up full screen takeover. It's saying you've got 30% back to claim your offer. Let us know what you're looking for. Wallets, rings, travel or just looking. Now if I press wallets or whatever I press then it'll ask me for my email. What does this do? This tags me in their klaviyo as hey, this user came in on this date and he's interested in wallets. So make sure that the welcome, you know the post or site abandonment flow we send them is related to the, to the wallet's product. They may also, I don't know if they do this but they may also decide what to show me in terms of the homepage right after I click that. They may decide that when I come back to the site I only see whatever category of products that I actually clicked the first time. I'm not sure how else they're using that, but just some thoughts, a couple things I like. So at the very top, their notification bar, which basically goes through the, you know, different promos and whatnot that they're running, they actually have a Valentine's Day one which is backed in red. So you actually notice the, the notification bar changing, which I think is amazing. Most people just keep the same one and they just change the text. I also like that they have this CTA style of copyright copywriting in the notification bar. It's something that, you know, I'm, I'm very much a fan of making things EAS for people to understand. And what they've done here is they've underlined, you know, up to 30% off and actually they've underlined the whole message which to the average Internet consumer makes it look like a hyperlink which is going to encourage the click. And of course if you put your mouse on it, it does actually go to a hyperlink. Next is in the navigation in the, just the nav bar, not clicking into the hamburger menu, but just the nav bar. I like that. Sale is actually colored something different. And when you click on sale, what's interesting is they don't go to a, you know, custom built sales page. It actually just goes to a collections page which means that, you know, on their back end they likely just tag the products they want to show up in a sale. It actually makes it very easy. Now if you click into the hamburger, you'll see a very nice navigation menu pop out from the left side. So you've got, you know, their main products. Wallets, carry rings, travel, iPhone cases, apparel. Now next to rings and travel you've got these call outs which I like because it sort of draws your eyes there. The other thing is at the very top they've got the super bowl championship team, which is the Eagles. They've got a wallet with the Eagles print on it. And why is that relevant? Well, the super bowl just happened so you know, why wouldn't it be relevant? And also it's, it's a nice call out from, you know, hey, you're coming here. If you're clicking the nav bar, you may not know exactly what you're looking for. But hey, new customer, check this out. You might relate to this product that we're trying to sell you. Now when you get to the pdp, I love that their add ons are actually done with an on button. I bet this was ab tested. So it doesn't have, you know, it says airtag cash strap. Or you can choose, you Know, the carbon airtag cash strap or, you know, they've basically got a. They've got the iPhone pro max case here, whatever, which is actually a great case. Sean sent me one great case. But instead of clicking plus or add to cart, which, you know, the reason I imagine they have this on and off switch is that probably feels like I'm about to spend money. Whereas this on switch just kind of enables it or doesn't necessarily feel like you're spending that money. But then when you click Add to cart, it'll add both products to the cart. The other thing I like about their Add to cart button is as soon as you click Add to cart, it gives you this nice check animation, which I think is beautiful and a great UX thing just in terms of, you know, you're basically giving acknowledgement. It's kind of like nodding your head if somebody's telling you something at the store, like a store associate, you know, showing that animation of a check is kind of like nodding of the head. I also do like that right above the add to cart button they've got these little videos you can click and kind of browse and see how the product comes, how it unboxes, et cetera, et cetera. What else? Their cartoon. The cart's beautiful. You know, you've got a nice banner that. That's kind of a focal point right underneath the products you add, which is to get the Ridge key case. And also that is in the Philadelphia Eagles skin. So they probably see that I added the wallet and now they're upselling me the. The key case for it. And then they've got a bunch of other upsells below. All of them are discounted as you're in the cart. This actually could just be the Valentine's Day sale being activated, but in either case, it's a very good look on the cart. If your cart's empty, they bring you to basically kind of a navigation. So you choose what category you want to shop for, whether it's wallets, rings, travel, key cases, etc. Other than that, I think that is what I would pull from this site in terms of nuggets. I really like that. I know. Also another thing that I really enjoy from Ridge is their actual checkout. Their Shopify checkout is beautifully done. If you add the products to cart and then you actually go to the checkout, you'll see that they have reskinned the very top, which a lot of people tend to forget. They have reviews populated. So whether or not you are signed into Shop Pay. Sometimes when you're signed into shop pay, it does not show you the full checkout. Theirs does, which is awesome. They've also got a bunch of value props listed underneath the total with iconography. So again, this feels like a very Shopify checkout. You've obviously got shop pay. It is Shopify, but at the same time it does a really good job of still feeling like a very trustworthy e commerce merchant. So good on them. Okay, next one I'm going to go to is tastesalud.com this is actually a site that the Sharma Brands team built. Converts extremely well. And I'm going to talk about a couple things here that I know do really well. So one is the split screen hero. This is something that does really well across a lot of sites we build. The second one is if you scroll down a little bit, you'll see this comparison chart. This comparison chart is basically a comparison chart with a video behind it. We did the same thing for Hulkin. Those those bags that you can schlep around. And the video comparison charts get people to stop. They get people to read it. They have a ton of engagement. So that's something I really like a lot. If you scroll down, we created this kind of flavor selector that you can hover over with your computer mouse and sort of see quick content. You'll notice how fast the content loads as well. I'll say. Yeah, I'll say. Three other things I love about this site. One is the build a bundle page. This converts in double digits and is just a beautifully built, beautifully done page. You know, if you add products in, you've got the products that load into the cart nicely. They use the bundling on the front end so the customer sees what the bundle price is compared to what they would normally pay. And then of course in the fulfillment and on the back end side and how the order is actually passed through, it goes in also very nicely for the fulfillment center. Number two I wanted to call out here is the subscribe and Save page. I think this is one of the more beautiful subscribe and Save pages. You know, really what subscribe and Save you want to highlight. Why should somebody care to subscribe? Like why should somebody put another recurring charge on their credit card? And sometimes it doesn't need to be that your product cures cancer, but it just needs to be. You just need to figure out those benefits that cater back to you. In their case, you know, it's that you have this happiness guarantee. It's that you don't have to worry about reordering whatever your reason is, I would encourage you to push that. The last thing that I love here is their cart. So if you haven't already clicked on their cart, if the cart is empty, it's got social proof that pushes the energy focused product. If it's not empty, you're, you're upselling products. And you've also got this gamification bar at the top where as soon as you start adding more and more products, you unlock a sticker pack and then a tote bag and then you know, a whole other pouch which is valued at 22 bucks or 25 bucks. So anyways, this is something that I love. This site obviously converts extremely well too. I think one of the reasons this site does so well is, you know, you get to the site and you're sort of immersed in their brand, you understand their lifestyle of the brand, you know what it is. You can see how it's different than its competitors on the market. Their content obviously is next level. One of their co founders, Josh, is a professional content creator, slash youtuber slash podcaster and just create some of the most absurd, absurd meaning incredible content. And actually if you look at it, it's a great example of how good content and good branding will make this feel like a half a billion dollar brand. Next one I want to go to is Armor. So I'm just going to quickly browse the site here. Honestly, nothing too crazy on the homepage. You know, they tend to send a lot of their traffic to landing pages, some of which we have made in the past. Their product page I like, I like that they have added these little stickers and benefits on the right side of the product image. I think that's something that we find also works really well. You know, I always consider anything above the fold to be oceanfront real estate. And so having these benefits written out, these are obviously also designed by them, which makes it more on brand, you know, makes it feel more legit, etc. Etc. They've got an amazing subscribe and save box which again kind of reiterates why you should subscribe. I would probably change up some of this UX a little bit just to make it a little bit more engaging slash easier to understand right now. You know, with how everything's outlined or designed, it's not clear what's a button and what's not. I do like how they took the clinical trial numbers and added that right below the main PDP image. You can still see it above the fold on desktop. And also like that they've Put this stack of questions right underneath the add to cart button. But hopefully they break this down throughout the page. It looks like they break down some of those sections throughout the page. Look, I'm a fan of having all of these in drawers, but I also think it's important to list them out and sort of illustrate how it all works. But that said, it looks like they've upgraded a lot of their content. Even just the video that shows, you know, the shirtless guy putting powder in his glass is, is a nice touch there. What else? One thing that I do respect about Armor a lot is they have a lot of custom animations and custom illustrations which do wonders for product education and, you know, just education of how Colostrum works and why you need Colostrum. Other than that, I think it's a pretty normal website, nothing too crazy. It looks like, you know, if you add something to cart, you get a couple of upsells below. If you go to checkout, it is a branded checkout, which does look nice actually. And that is pretty much it. All right, let's go to the next site. The next one I actually chose is a brand called Clear Stem. I've never talked about this brand before, but I see it pop up on my Instagram feed all the time. Because my Instagram feed is unfortunately that reflection of a, you know, probably a 25 year old girl in New York City. That is the demographic that a lot of our clients are in and so or demographic of who's interested in the brands that are our clients. And so I end up getting a lot of ads similar. So Clear Stem is one of them and I wanted to go through it because I thought they actually have a really nice site. So it looks like it's a templated website built on Shopify. It's got a good amount of sections in it and, you know, just looks really clean. They've got really beautiful photography which makes makes the site work. You know, if you had a templated Shopify theme and you didn't have a beautiful. If you didn't have beautiful photography to go with it, it would just kind of feel janky and cheap. But having this, you know, elevated kind of very minimalistic theme, plus that photography is a really nice touch. They've got their product carousel of bestsellers right on the homepage, which I love, right underneath some social proof. Why do I like that? Well, most people who come here probably come from upper funnel traffic sources. And so as a result, there's a good chance that they are already interested in a product. So as soon as they get here, they see the best sellers. Otherwise they can choose between the different product categories. Love that they've got a 60 second skin quiz. I love that they actually mentioned 60 second. You know, I don't know if that was tested into. If it's not, you should definitely test it yourself. We know from BuzzFeed World and BuzzFeed's, you know, historical past that anytime you mention numbers in the headline or in a title, you know, it always drives more engagement. We've got reviews about three quarters of the way down and then a quick story as to where the brand's from. If we click into the collections page, it is nice, you know, nothing really to write home about. We've got product name. Let's see, we go into the product page. Nothing that crazy. I do like how they ask a lot of questions in their reviews. It looks like they use Okendo for their reviews, which is awesome. And they've got, you know, they ask you for age range for your skin concern, whether it feels, you know, average or smooth, whether you think the quality is, you know, truly excellent or average. And whether you think the results are life changing or you haven't noticed yet. And so I think it's a really fun way that they organize these reviews. But that said, you know, nothing crazy to write home about. I think it's a pretty generic website. Okay, on to Caraway. So Caraway is they have probably one of the most beautifully designed websites that I think exists. It's also lightning fast. It's beautiful. It's. It leverages Contentful on their front end and I believe Shopify on the checkout and back end. So right away I noticed that they've got this February picks button in their navigation bar where you can sort of choose what, what product category or type of product you're here for. And it's got these little heart animations right around it. Great way to attract eyeballs and sort of bring the mouse there. It also as soon as you, you know, if you were, if you were to go over cat cookware or food storage or bakeware, it sort of shows you the products. But they know people are going to click or hover on February picks. And so they, they've got a bundle that you know is basically the bundle they want everybody to buy for their February pick. Then they've got these shop February picks. You know, it says February highlights microplastic free pfas, free toxin free tools. And you know, even if I don't click that, just seeing that Makes me associate this with all the products that I'm looking at and it's a great positive connection there. Secondly, I would say the very right side next to Minis collection they've got this little yellow dot which consistently around the site is bringing your eyes to, you know, kind of notice something. So in the navigation it says you've got this, these new label tags which are all green. When you highlight over February picks, you know, the main product they're selling says top deal in that same yellow call out. And then the Minis collection has a little yellow dot which also again kind of brings your eyes there to check it out. Outside of that, you know, I'm a huge fan of their photography and videography. I always think, I think since day one they've always done a beautiful job with that. I also love their social proof section where they use the left side to talk about, you know, over 75, 000 cooks have spoken. That's number of reviews. And then on the right side they've got, you know, a cycle between Popsugar, The Oprah Magazine, Refinery 29 and Architectural Digest with four different quotes that speak to the benefits of the product itself. So one of them, you know, the Popsugar one speaks to, I can confirm it's worth the hype. The Oprah one speaks to fabulously sophisticated colors and ceramic coating. The Refinery one speaks to sexy, sexy cookware basically. And then the fourth one also speaks to color and design. So things that they obviously know are driving the needle or moving the needle for them in terms of conversion. Now let's go into this February Caraway Favorites bundle. So it's about a nineteen hundred dollar bundle available for thirteen hundred bucks. And let's see, we've got beautiful kind of gift style stop motion photography. Again, nothing too crazy here. You know, you've got your shop section at the top. You've got, you know, four modules of content with images on one side and, and written word on the other. You've got a comparison chart and then you've basically got a warning about when you know how long it takes for a traditional non stick pan to release forever chemicals. Which is a great selling point as to why you would buy Caraway over something else. And then you've got, you know, another product carousel set before you get to finally reviews which to Caraway's credit they have tens of thousands of reviews, which is amazing. They've also got this reviews page at the top, which I think they've always done best, where you've basically got, you know, Again, that same social proof module that they took from the homepage, they just brought it here and changed the color and then underneath that they've got all 88 plus thousand reviews. So I think this site does a really good job kind of showing social proof also labeling wise, you know, for example, if you put your mouse over prep wear or accessories, you'll see how they even change some of the labels around. Most loved. So for example, the glass lid set has a new label and a most loved label. Interesting way to figure out how. Or just an interesting way to tag products and kind of do it in a beautifully branded way. Let's see, is there anything else I want to talk about with Caraway? The last thing I. Oh you know what the last thing I will say is they have a really nice cart. As soon as you start adding things, you can actually see the savings from when you add sets. And I think that's important because you know you're buying something that's really expensive. It tells you in the line item itself what your net savings are. And then at the very bottom it takes the total set price, crosses it out next to before savings and then underneath that gives you the subtotal. I do think it would be cool to see a final, you know, tally of how much money you're saving. Right now. It's just within the individual products.
- [22:30]
Nick Sharma
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- [23:11]
Unnamed Guest or Co-host
Okay, next one I wanted to go through is actually kind of a fun one. It's much different but I feel like I learned so much about UX from this website and the website that I'm talking about is Uber Eats. So right away Uber always serves a pop up if you go to their website. And you know, I'm always curious as to how. I think Uber Eats is a lot like TikTok Shop in the sense that the small businesses that are able to figure out how to leverage the platform the best end up performing the best and are Able to move the most volume. So you get a pop up, you know, for Valentine's Day flowers. I think that's nice. It's very timely and relevant. Then as soon as you, you know, you've got your categories at the top or kind of navigations, then you've got filters but underneath that then you've got all these companies or sorry, restaurants that have got different offers, they've got buy one get one free, you know, different coupons running like spend $20, save $7, you know, buy one get a free item which is not the same as buy one get one free. That might be like you buy a wrap and get a side salad for free. Whereas buy one get one is just, you know, on that specific item. Anyways, I just think it's fascinating to kind of browse around the Uber site and see how they tag products. They also leave now reviews next to each product or each meal that you know, has enough reviews around it, which I think is also very interesting. And the other one there is their upsells. So they do a really good job upselling you at least on the mobile app as you're checking out. And I think that's something that more brands should try to take advantage of doing. I'm not sure why people don't upsell as much as they should. You know, the worst thing that's going to happen is somebody's going to say no abandonment rates really low as a result of a cross seller upsell. You know, pre checkout and then of course post checkout. Once you've got the payment token then you know, why not? Okay. Not much to learn from Uber I'll say. But it is fascinating to see. I guess maybe it's just on a more nerdy level. I get interested to see, you know, who's doing the photography, right. Who's running the sales, who's, you know, for the, for example, with Super Bowl Sunday, I was curious to see who's running sales on wings or offers on wings, who's creating bundles for the super bowl, which a couple places did, but a lot of places didn't. Okay, next one I want to show is the eight sleep pod cover product page. So it brings me to the pod four product. It's about 2,500 bucks. It's $100 off, which it looks like maybe it's always $100 off. It's got these three. First of all, I just love their design. It's very Apple esque, feels very high tech, which is the brand that they are. You've got three options. You've got the Pod 3, the Pod 4 and the Pod 4 Ultra. The Pod for ultra is obviously much more expensive. It's $4,600. Whereas the Pod 4, you know, which is just the COVID which is what I have and highly recommend is 2,500. The pod 3 is 2,300. So you actually don't save much. And I believe this is called price anchoring where you sort of show the, the one you want to push as kind of the best option. From there as you scroll, you actually change the design of the sections. So if I scroll past the Pod for option, it brings me to just the mattress and I can choose the size of my mattress. And then from there it shows me between standard or enhanced for autopilot. And then you just pretty much go to checkout and add to cart. The site is fully headless, I believe and it looks like their checkout now is also headless. But it's a beautiful one page checkout. You've got the discount called out, you've got the promo codes added. You've got, you know, it's a fully custom checkout. So they really designed this to be a performance machine of a checkout. They've also got True Med at the very end, which I love. True Med, if you don't know about it, lets you pay, lets your customers shop on your website using their HSA and FSA dollars which a lot of people don't end up using. So when you can help them take advantage of it, it's great. And those are pre tax dollars. So just another benefit. Okay, the next website I want to bring up is Manukora M A N U K O R A dot com. So when I get to the homepage, I see this very mesmerizing video of honey kind of being spread in a pattern 8 formation. And you know, a lot of times homepage heroes, they just have the worst content. You've got a static image of, you know, somebody eating honey, but it doesn't really give you, you know, tell me about this Honey. You can't, you can't. If a picture's worth a thousand words, a video is worth a million words. Most of the times these pictures and videos aren't, aren't communicating anything. This one is. You can see the texture of the honey. You can see how fast it, it just feels clean and natural because of how fast it's moving. And I love the headline here, Honey with Superpowers. They've trademarked that. It looks like right underneath it Says pure high grade Manuka honey with nutrients to support your immunity, digestion and more. And then it's got this color filled CTA shop Winter Manuka Kit. To the right of that, which I don't recommend having, two CTAs says take the MGO quiz what I do like. Right underneath that we call out social proof. So it says 16,393 verified five star reviews. And right underneath that, a review from Mel saying this is the best honey in the entire world. If you care about your image immune health, this is a must. I enjoy it every morning. Clearly immunity is their best benefit that they're pushing in terms of marketing. Now once we scroll down, I actually haven't been to this site before, but I love this shop section to shop the kit. So they, they call out join the 21 day challenge. You can actually click the little icon, the I icon and it gives you a little bit more information on it. The kit includes five travel stick packages, travel pack honey sticks, the Manuka guidebook, the wooden dose spoon, and a 21 day challenge card. And it looks like this whole kit is for the cost of $99. And you get all of this in, in the kit. This is basically their customer acquisition offer. It looks like it is delivered monthly. So this is a monthly subscription. But this is an amazing customer acquisition offer. It must be working well at the very top. If you click into their product page for the winter recharger kit, what do I like? Well, in their pdp, they've actually utilized a, this kind of borderless image display on the left side, so you actually don't see any lines between the images that are put together. It starts with this. You know, it says the perfect kit to prioritize your health this winter in quotes. And it's kind of overlaid in a very Instagram story format which feels, you know, it feels like comfortable as a consumer. Then you've got this, the product image, which are all product renders. They've added these nice snowflakes behind it. And then it's got this graphic that says join the 21 day challenge to earn a free gift. Again, that's clickable. So beautiful development job there. Right underneath that you've got a customer review and then some more UGC and then a video and some more shots. You know, it's, it's a, it's a really nice organization of content. Here on the right side, it starts with Renter Recharger Manuka Kit. Right underneath that it says 4.9 stars for the rating. Right underneath that, which again doesn't necessarily mean that this number applies to the 4.9. But it says trust about over 10,000 customers to support their health. So we've talked about using these big numbers everywhere and that's a great, great place to do it. It's got a little blurb and then, you know, it turns into check marks with bullet points, which I'm a fan of. I'm always a fan of bullet points. Bullet points over paragraphs. Right underneath that, it gets into the offer. It crosses out 170 highlights. 99 calls out just 2.83 per day. It calls out an orange save 31 and free gifts at 25 value. Then it get, you know, continues to show you all the stuff. You're getting what's coming for free. You also get personal onboarding. You get continued dedicated one to one customer support, you know, kind of givens. Basically underneath the add to cart button, they've got this fast free shipping in the US and then they've also got this thing that says customer's favorite dash over 7,000 five star reviews. Now this, just when you click it, it leads you down to the actual reviews. But what's nice is it's got this nice animation that kind of draws your eye toward it. Makes you think like, all right, this is active, it's online. They're here, they're real. Which is why I like that we've got something that says 21 days of manuka. That's their challenge. Again, they're just highlighting that. I like that they did this with a nice animation. They must know that these animation or, sorry, these challenge kits, kits with challenges must do really well. Underneath that they've got their, you know, standard iconography for the company, the non gmo, the corporate B Corp certified, et cetera, et cetera. And then we get into reviews, which we love. We love reviews that showcase product imagery that looks like it was taken on somebody's phone. You know, none of these images look beautiful by any means. I mean, the product looks nice, but it doesn't look like these were taken on a professional camera or by anybody with any photography skills. The reviews are also tagged. So right above the actual review. You know, the first one says taste digestive health. Second one has energy and immune health. The third one has health benefits and inflammation. So depending on what I'm here for, you know, I can just look at that and then decide which review I want to read. I also like the review card. Calls out verified customer. It's got the first name, last initial you know, that's just nice stuff. Right underneath that we've got the comparison chart. It talks about the cost per day to serve, to use, to have a serving of that we've got, you know, whether it's third party lab tested for purity and potency and we've also got a couple of other things that, you know, trusted by NBA, NFL, whatever, whatever. Then it goes into reviews, then it closes out with FAQs before the actual end of the page. Highly recommend using FAQs. I don't know who built the site, but you did almost everything I would do so love that the cart looks like it's empty. You know, I would probably fill this with some social proof. The navigation looks nice. I like that. Again, you're kind of promoting that kit and yeah, I don't know if there's anything really else I would change. Their product pages in general are nice. They do a really good job keeping the brand cohesive and consistent and yeah, highly recommend. Okay, let's go to this one called Koala. Koala is a furniture brand I actually just came across as I was looking for a sofa bed for my apartment and I thought, wow, these guys have a beautiful website. So as soon as you get here you see a video in the Hero, which, you know, it is a little blurry but could be done better. You've got this copy that says cozy as a sofa, dreamy as a bed. Perfect blend of a luxurious sofa and dreamy bed. I would probably change that because I think you just say that right above. But everybody's here to shop for sofa beds and that's what they sell. So they've got their best sellers right up top. You know, these guys have a very beautiful, you know, caraway esque design slash branding to them. It feels very clean and they do a really good job also incorporating lifestyle UGC customer content. You know, shots of, of the product that are just not studio like or they don't look like they were shot just for the website, which I think is great. I do like that they've got this fast delivery, 5 year warranty and 120 day free return icons up in the. Up at the top near the hero. I would probably also add some social proof. I think they've got the social proof right below the first product carousel, but that's not above the fold. I think you could probably add some social proof below the CTA in the Hero or, or below the copy. Kind of like the it was on that honey website. All right, as you scroll down, you've got A couple of different benefits as to, you know, why you should shop from them. Then we've got more social proof calling out over a hundred thousand happy customers and 50,000 five star reviews, which is also just amazing. They've got a very similar design system to Caraway, it looks like, with the labels. So, you know, if you go to a collections page, you can see what's award winning, what's new and what may be a bestseller. Also, let's see, they're. Oh yes, their product pages I'm a fan of. So I think their product pages do a really beautiful job explaining something that is very expensive and very complex. The photography that they've chosen does a really good job showcasing the form and function of the product. And on the right side you've got, you know, the product title, you've got the reviews, you've got a customer quote which I like. This one says it's absolutely gorgeous and cozier than my main bed, which is, I mean that's, that's a two for one right there. You've got the product, you've got the shop pay installments, it calls out the price or, sorry, the, the length of the couch, which is good because, you know, a lot of people probably miss that. You've got a very easy color selector with a question mark that allows you to learn about the different fabrics and then it even calls out when it ships, which is huge because in furniture, you know, you never know if it's going to ship in two days or two months. You've got these videos which I actually ended up clicking and going through and found very helpful, which shows just different customers, you know, unboxing it, putting it together, yada yada. And then you've got this accordion of questions where if you were basically waiting to make a purchase because you're, you have a question, most of your questions will probably get answered here, but if not, then you can continue scrolling. They've got this four reasons why section which I love. It's a horizontal scroll and you know, I just love having these four reasons why sections or five reasons why on the product pages. I think especially for a brand like this, they're probably running a bunch of catalog ads and so this probably acts as a good landing page. Another big question, like I mentioned earlier, is the dimensions which they called out nicely at the top. They've also got a note, nice section here, calling that out. I do also like that a lot of their, you know, photography is actually animated. So it's either, well, they're all gifs but or stop motion. But it does a really good job kind of displaying and demonstrating how the product looks, how it works, how it folds out, how the storage looks. We've got a comparison chart, reviews, faq, pretty much standard stuff there. Okay, I'm gonna do one more for now and that is going to be. We're gonna do. Yeah, let's do ring concierge. So we get to the ring concierge site, of course they do such a good job bringing the brand together. The fonts are beautiful, everything's consistent and cohesive. They've got this massive 30% off site wide call out in the Hero. You know, you click the CTA there and it takes you to the collections page of Valentine's Day jewelry gifts. But if you continue scrolling then you see probably, you know, the best stuff. So you see rings, necklaces, bracelets, earrings, rings and wedding bands. You've got two big call outs. One is the tennis collection, which everybody loves a tennis bracelet. The second one is under 500, which is probably a big section for them that people go and shop, especially first timers. They've got reviews immediately there with shots of the jewelry being worn by these customers. Then it just goes into a couple of more editorial, style content sections before finishing up to the footer. Let's go into the collections page. So they also do a really good job calling out, you know, what is limited time, what is a bestseller, what is almost gone. I like the almost gone call out a lot. I haven't seen that on any of the sites yet. They also have this toggle at the top called in stock only, which I have seen, but usually on furniture websites I'd imagine in this case, because Valentine's Day is coming up in three days, it's probably most helpful for people to know what they can get now and still get before Valentine's Day. If you click into the pdp. The PDP is actually pretty standard. There's not really anything on it, which I always find so interesting in high end brands like brand, you know, Tom Ford for example, or here ring concierge. Like why, why isn't there more talking about, you know, the stone or where it's from, where it's sourced, you know, why is ring concierge the best place to get it? I'm not sure why, but in any case, I think the product pages could probably use some more love the cart. Looks like it's not a slide out cart, it's its own separate page. But if I add something, it'll show a pop down will It. No, it won't. Let's see. I added something to cart and it didn't add. Maybe it's just up. Okay, now it did. So maybe it was just a glitch. Makes you go and click to the shopping bag before you can go to checkout, which I'm not a fan of. You know, this should probably be a slide out cart just to maximize efficiency and, and time. The product image that's chosen here also and shown in the cart is not the product image from the collections page, which is likely just a coding issue in terms of which one you pull. I would probably change that as the, you know, a tiny little diamond stud on a big side profile of an, of a face is hard to see when you're checking out and you're about to pay 900 bucks for. Other than that, I like at the top they've got their. All of their things are clickable and underlined and you know, they've got this wish list feature which I don't see much on websites, but it's a great feature for higher AOV products or higher AOV brands. Let's see. I think that's pretty much it. The only other thing, I mean, they've got a lot of accessories here and I'm surprised that they don't upsell you into accessories. The only thing they try to upsell you into is adding a gift box. But they don't upsell you into, you know, anything around a jewelry cleanser, a jewelry care kit, a jewelry case, a jewelry box. These are all these, these have to be some of the higher margin products on their site, which is probably why they're all discounted. And I'm just surprised that they haven't done more to push that, especially if it's gifting season. You know, if I'm buying this for a girlfriend or a wife, you know, and I'm the guy buying it, I'm like, I gotta make sure everything is there and done the right way the first time. AKA you know, let me make sure I also buy the gift box, not just the product itself. Okay, well, this didn't go as planned. We were supposed to try to get through 20 sites and we only got through, I think five or six. There's just so much to pull from on these different websites. But I tried to keep it different in terms of, you know, I didn't want to just talk about supplements or just talk about whatever it was. I tried to go all over. So hopefully this gave some good nuggets or inspiration. If this was Helpful. Let me know and I'll do another one of these. And you know, I had another thought. I want to get your feedback. Shoot me an email if you're into this, or a Twitter DM if you're into this. But I talk to about 25 to 40 brands per week and the one most common thing is trying to figure out how do you A, make your brand cool and relevant and B, drive eyeballs Upper funnel awareness, you know, just basically awareness. For me, I feel like, you know, you're either gonna generate awareness as a result of creating content and getting views because the content is good, or you pay for those eyeballs with ads. Now, if you want to do it the free way, which is creating content or the cheaper way, I guess you could say that's where I think a lot of people struggle. And what I want to do is put together a event, kind of like a virtual conference where I bring together all of the biggest experts in short form. I know some of these people who are doing some underground TikTok stuff that no one knows about, and I think it would be valuable to bring those in and turn it into maybe like a. I don't know, maybe it's like a three hour virtual event. Would you join that? If you would shoot me an email nharma.com or shoot me a DM on Twitter. And one, I'll just reserve a seat for you on me. And two, that'll give me the validation to go out and make this thing happen and put it together. So if 100 people sign up, if 100 people email me or 100 people DM me, I'm doing it. I know I can get 10 or 20 times that if 100 people from here jump on. All right, well, that is all we have for today. I know that we promised more. Didn't get to it. We'll get to it soon. But I hope you have an amazing rest of your week and I'll see you next week. Thanks for listening.
- [44:26]
Nick Sharma
We'll be back next time to cut through the noise on cpg retail and E commerce. If you enjoyed this episode, why not share it with a friend? And be sure to subscribe wherever you listen so you don't miss the next one.