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Quick question. How many emails did your brand send last week that said the exact same thing to every single person on your list? If your answer is more than zero, then you're leaving money on the table. Instant looks at what each shopper actually did on your site, what they browsed, what they carded, what price point they were looking at, and sends that email to that specific person to see. You're not using templates and it's not a generic. You forgot something. The actual right message for that actual person automatically. Brands like Third Love, Neuro and TRX are using Instant to drive three to five times more email revenue on a daily basis. Right now, you can get 50% off your first 60 days at Instant One Sharma. Welcome back to another episode of Limited Supply. My name is Nick. I'm your host. I've been your host for a long time. So if you're new here, welcome. If you're not new here, you're coming back. Well, thank you for coming back. So today's episode is going to be a fun one, or at least fun for me to talk through and go through. It's been fun to prep and I hope it's going to be a fun one to listen to because hopefully you've been seeing all of the crazy activity, whether it's funding activity, M and A activity, you know, scaling activity. You talk about companies, whether it's a Mars Men, a medv Comfort, you know, really any of these brands that are just killing it, Ima Grunds, Lemmy Gray Matter, the Absorption company, these are all companies that are just absolutely ripping right now. And you know, I've, I've been spending a lot of time working on a couple of brands that are also in the vms, the vitamin supplement space for some friends or, you know, as a consulting project. And so because my hands have been so deep in this world of VMs over the last, you know, three, four, five months, I would say I've gotten super into it and I've basically, you know, it's not like I didn't know what was going on before because, you know, I helped launch IMA and many others like it, that, that hit that kind of velocity very quickly. So I've seen from the inside how are these, how they're basically working. But over the last few months, I've basically taken notes of everything, right? Like, what is it that these brands are doing on a macro level but also a super micro level that is really enabling them to hit the ground running and scale really fast. And you know, when I think about Even a year ago from now, I would say that the brands that were scaling fast were just really figuring out like funnels that worked well or you know, sort of like a good bundle that worked well, kind of like finding that audience creative experience fit across the board. You probably remember I've talked about the ACE model before, which is audience creative experience. And then there was Trace, which is kind of the updated version, which is technology and reporting and audience and creative and experience, kind of making sure all five of those are aligned. And now when, if I think about like what are the brands doing that are just killing it right now? You know, there's basically kind of seven main things they're doing right? So one is that they treat their PDP like a classroom, not a checkout. They, you know, they all treat their product page as an education asset. Brands that are doing this are basically prioritizing education, are essentially looking to win on ltv, not just on cpa. And this is something that is becoming, you know, this, this like when I started in E Commerce and running hint E Commerce, subscription, email retention, all that stuff, everything was about ltv. That was the days when, you know, Harry's and Hubble Contacts and Dollar Shave Club, like these were all brands that were basically focused on ltv. And at the time that I was essentially getting into E Commerce, everything was also focused on ltv. And then we got to this point where there was so much VC money being poured in from, you know, 18 to basically up until the pandemic. So everything focused on top line growth and lowering customer acquisition costs. And then the pandemic happened and E Commerce accelerated even faster because everything had to be E Commerce. So it was even bigger focus of customer acquisition and nailing that. And that was kind of the time where it was like, you know, you had basically brands wanting to test a crazy variety of, of creative, you know, one piece of creative with 10 variations, one UGC video with four different hooks, one static ad with, you know, five different variations of the same thing. Essentially it was this kind of like creative volume game. And we got away from that LTV thinking, right, the whole LTV to cac and that that kind of became thought of as like, oh, that's the old way of doing D2C. It's not how we currently do D2C. But if you look at the companies that are actually winning today and the ones that are being bought out, the ones that are being funded, the ones that are still scaling really fast because they can without, you know, raising an insane amount of outside capital it's the ones that are still focused on driving ltv, not just acquisition cost. So all that to say, treating the PDP like a classroom, not a checkout, right? Focus on why should somebody buy into your brand, your product, your subscription, versus, you know, let's just get them to check out with a timer and, and shove as many things in there as fast as possible. And there are some brands that do this. Like I know of, I know of a couple brands that, that do it where they just try to rush you through and their whole game ends up becoming, you know, churn reduction. So instead of like delivering a good experience, their whole game is basically, how do I not get people to churn? And. And they end up going to very shady tactics, which I'm not a fan of, and don't endorse at all by any means, because I think if you've got a good product, it should be. It should be on you to educate people as to why they should be taking it or using it or consuming it. Not, you know, trying to trick people into a subscription and then try to, you know, make it impossible for them to get out. And luckily there's some laws that now start to prevent that, but there's not really anything near what some of the most advanced brands are doing if they're doing that. So anyways, I guess we got started. The first one being the PDP is a classroom, not a checkout. There's about seven things here. I think if you're doing at least five of these seven, you're in a good spot. If you're doing seven of seven, you're in a great spot. So I'm going to go through these seven and then basically what I'm going to do, I'm just going to go through my entire list of notes and I think we'll get through about four or five chunks of sections here. Whatever I don't finish, I'm gonna put into a newsletter and send it off. But I've got my notes here, are 40 pages long. So what I'm gonna try to do is turn this into something a little bit more interactive that everybody can go through and see examples and screenshots and all that stuff. Because this has basically been my cheat sheet to helping build these brands. Like, I'm a. I consider myself a student of the market. So what I did is basically went out and studied the market. What are the best brands doing? I get a good amount of access and information into which brands are doing well and which brands aren't doing well. And what their CAC is and their ltv. And so I'm exclusively focusing on brands and pulling insights and learnings and strategies from the brands that I know are doing well. So this entire podcast, this entire report that you'll be able to download or get through my newsletter, which is just at Nick Co email, no C is going to be entire. It's already been filtered, it's already been vetted. So it's, it's probably a good thing to, to go through. So high level, here are the seven things I just mentioned. The first one, the PDP is a classroom, not a checkout. The second one is the 90 day subscription as the new default. So there's been probably three or four brands I've seen doing this well and it crushes. Why? Because you're basically promising somebody hey, if you opt in to a quarterly subscription instead of a monthly subscription. One, not only do we not have to pay the triple tax on processing, you know, credit card processing and shipping, because you know, shipping is whether you ship 1/4 or 3, 3 shipments in a quarter, there's a huge difference in price. It's way more efficient to ship one thing per quarter than, than three per quarter. But also you're basically saying, hey, if you jump in for a quarterly subscription, I'm gonna give you a better deal and we're gonna talk a little bit more about offers and whatnot in a little bit. But we'll get to that. There are some brands who now also do annual subscriptions as well. So you know, why, why is this so important? Well, you get a lot better economics when it comes to paid acquisition. And the brands that are doing the VMs, the supplements game, you know, even now you could say like the Peptides game or, or just more of the telemedicine game, it is entirely focused on, you know, how can you scale as fast as possible at break even or profitable. And the best way to do that is to increase your aov, right? Like if you have a higher aov, you have more margin to play with and more, more room to acquire a customer. So that's why the 90 day or the 6 month or the 12 month subscriptions are doing extremely well. The third thing is basically matching. It's kind of the new Andromeda friendly AI native method to acquire customers. And we're going to dive into it shortly. But at a high level it is combining an ad with a very specific landing page and then driving an offer. Now the offer, which we'll talk about in a second here before we finish this List of seven things. The offer is something that needs to be tested and validated. And then ideally, at least what I'm seeing, once these brands figure out that offer that works, then they're basically swapping that in and using that as a, as a, as a control in the experiment of the landing page and the angle that they're doing. So if you think about the funnel as like a test, right, Ideally the. You have the offer, you have the content of the landing page and you have the ad. So again, going back to ace audience creative experience, it's a little bit different here. You've got ad lander offer, right? We'll call it Allo the Allo framework. So ad lander offer audience you don't really have to worry about anymore because. Because you have Facebook doing so much work in terms of finding the right people and because the new Andromeda update focuses so much on trying to figure out based on what you're but based on what you have in your creative, does it match the audience it's going to. You almost don't have to worry about audience and we can change that a to add or add creative. The lander is basically where you're driving traffic, whether it's your homepage, your product page or collections page, a listicle, an offer focused landing page, an influencer led landing page, a founder led landing page, a doctor led landing page, whatever it may be, and then the last piece is the offer. And again, that's something that is usually being set and tested first before it's being brought in to essentially like, you know, be tested within other landing pages. But what's interesting here is because of Andromeda, which you've most likely 100% learned about, heard about, talked about, discussed. You know what, what I was mentioning earlier, where you have one AD with 10 variations being tested to then find the one of them that works and scales instead. Now Facebook wants to see 25 completely different ads. They want to see an ad for fiber. They want to see an ad for menopause. They want to see an ad for better sleep. They want to see an ad for being a better athlete at the gym. And then those all have to match landing pages that speak the same way and sort of continue that congruent messaging and journey that somebody has just started on and then they've got the offer. So we're going to talk a little bit about that in a second. But essentially it's making sure there's congruency between the headline, the imagery, the promise, the benefits, and you Know, if somebody swipes up and you know, swipes up on an ad about pooping and pooping better with the supplement, which is a real thing, I just saw it. Then you want to make sure they go to a landing page where they've got that same consistent messaging, right? You don't want to have an ad that talks about, hey, this is why this product helps you poop better. And then it just goes to a collections page or a homepage. You're going to lose somebody there and you know, you've just essentially wasted money on trying to get that click there. So that was number three. Number four is Quiz Funnels. Now Quiz funnels were the biggest thing in 2017-2017-2018-2019, definitely going into Covid a little bit, but then they sort of died out. And you know, Octane, which is probably the leader in all things quiz and still is, actually just got acquired by Meta, which is probably great news for anybody who's looking to do quizzes because that product's only going to become more meta friendly and you know, their future roadmap is going to be a lot more meta friendly, more than it already was before. But Quiz funnels for sure out convert just, you know, collections pages. When you have brands like if you've got a supplement brand with a ton of options of what people could buy, you know, think like a ritual or a hymns or Bioma or you know, any of those brands like that, Quiz Funnels do really well. If you've got a brand where you're essentially just focused on driving one or two funnels, you may not need to do a bunch of work around the quiz because you know, you're just focused on driving people to one. One product like iM8 for example, wouldn't make sense to have a quiz because they've just got one main product that you're doing. So, so Quiz Funnels is the fourth one. Number five is essentially what I call industry level endorsements. So um, you know, you're not talking about just a random UGC creator. You're not talking about just a celebrity. You're actually talking about people like, you know, scientists or legit doctors, people who have credibility if you search their name on the Internet. You know, some, some examples of this are like Imate, they have Mayo Clinic and Mayo Clinic people and, and people from NASA on their advisory board. You know, Bonafide Health has Dr. Alyssa Haya, has Dr. Joel Andrew Huberman. I'm not sure if he's, I think he is a legit doctor, but he's you know, he works with Momentous and David. And these are essentially like more credible UGC or more credible testimonials that come from people who are just not customers. They're, they're people who have like industrial expertise and practice to basically be the credibility as to why you should listen to them more. And some brands don't have this also. But you know, they've got the front row Maryland Clinician's Choice badge with maybe 40 or 50 doctors behind it. So like Gray Matter. I think Gray Matter has doctors of their own. But if you go to their pdp, they've also got a section that's fully dedicated to doctor reviews from Front Row or good on you which is, you know, my favorite electrolytes brand. If you go to their page they've got an entire section from Front Row Maryland. This morning I was on, I think I forget the name of the brand, but it's Venus Williams is protein company. And they took it a step further. They have another product from Front Row which is essentially like a, a clinician AI, which is basically a quick chat bot that anybody who's got questions about the product, its ingredients, if it works with their own medication, if it would interfere with some of the things they might be taking, you can essentially use that chat. But it's all backed by clinician data and ideally a more industrially focused, credible set of Data. That's number five. Number six is the offer, right? This is like probably 40 to 50% of the funnel lies in number six, which is kind of your first order welcome kit or your offer or you know, something that sort of creates this like unboxing experience that, that stands out. So you know, some brands will do a free tumbler, some will do free travel tin, some will do a, you know, a recipe guide, some will do a three month subscription to an app like com or othership. Some might do a full giveaway. So you know, every time you subscribe you're entered in to win a car or a watch or whatever it may be. What I've seen always work. The best is essentially product plus a couple of gifts, some level of a discount on top. And we'll talk about what are the best brands doing for each of their offers, what percentage and all of that shortly. But number six is essentially building out a really good offer. And then number seven on this kind of like high level list is really like PDP's that default toward subscription, you know, skip before cancel flows and exit surveys that basically feed your internal R and D. So you know, Seed, I think, does one of the best jobs of this. And again, it's not like you're, you're not making it impossible for people to cancel. You're just making sure that they're actually trying to cancel versus maybe skip an order or change their flavor or try a different product or whatever it may be. But this kind of churn reduction section is really another big chunk that more people need to focus on. Part of it too is the actual interface of the subscription. So if you just use the out of the box subscription tools and you don't customize them and you're wondering why people keep churning, well, it's probably because it's hard to use. It's not designed properly. It feels like it's a mismatch from your brand. And you know, you probably don't have anything set up in terms of, you know, good exit surveys or I guess they wouldn't be upsells, but more like down sells as people are leaving. Technology companies do a really good job of this because, you know, they try to save cancellations. Newspaper companies do a really good job of this. Like Wall Street Journal does a good job of their cancellation flows. And they have offers as you're about to cancel. They'll give you offers for the next, you know, like if you're about to cancel, I don't know how, I don't remember how much it costs, but let's say it's like 30 bucks a month and you're about to cancel. They'll say, hey, but we'll give you the next full month for a dollar if you stay on. And what does that do? Well, it keeps them allowed to basically one, you agree to basically being billed for a dollar and then back to normal price. But two, it allows you to stay on as a billable person versus going away. And they probably know that the, the, the conversion rate from people being a billed a dollar to staying to the next month or maybe the next three months is really high, which is why they're down to give you that dollar offer. So that's number seven is basically figuring out like, how are you just being smart now as we get into so now. Okay, so those are kind of the seven things. Right now I want to get into some of the things individually. First I want to talk about the funnel. So you know, I want to talk about some of the ad creative patterns I've seen with working with or not working with. But just observing all of these brands and you'll notice that, you know, some of the best ones are Basically matching ad to the landing page. So here are Basically the top 10 types of funnels that I see work really well. The first one is quiz gated intent funnels. You see this a lot with telemedicine. You know, whether it's the peptides, whether it's the scripts, whether it's, you know, anything you'd find on a hymns or a row. But these are basically quiz gated intent funnels. Quizzes also work really well for telemedicine because you can't, you probably remember the rules around companies being, you know, health companies on Facebook. There's now rules around the data that can get passed back and the way quizzes work, you can actually, you know, like if you're, if you're running a seven question quiz based on some of the answers and maybe slides three to five, you can understand the pattern of intent. So that, so for example, if you as a data team realize that you know, 85% of people who answer yes to question five in the quiz leads to a conversion, then you might earmark that yes as a positive conversion event that comes back to Facebook as a positive intense signal. And that's why quizzes do so well. Because even though you can't necessarily run the same level of tracking and identification with your pixel or your data integration, you can still do that from a quiz standpoint or you know, some level of a pre lander across your funnel. Now if you're a HIMS or a ro, you're whitelisted by meta in, in in the health and wellness program. And there is ways, there are ways I should say to do that. And a lot of brands do do that, but not everybody that. And so that's why a lot of these brands tend to run quiz gated intent funnels. Time for the retention tip of the week brought to you by Instant Now Wellness and supplements brands. I see this constantly. Your retention emails are full of ingredient call outs and clinical claims. Contains 500mg of Ashwagandha, clinically studied KSM66. That's great for acquisition landing pages, but for retention, for getting someone to reorder and you need to lead with outcomes. Your repeat customer already bought it. They already read the ingredients. What they now need is reinforcement that it's working. Your day 14 email should say by now you might be noticing deeper sleep and less morning grogginess. Your Day 30 email should say something like most customers report consistent energy levels by week four. You're giving them the narrative to keep going. The number one reason supplement customers Churn isn't price is that they feel like their thing is not working. Your job in retention is to tell them exactly what to look for so they can connect the dots. Combine that with a well timed subscription nudge at day 25 and you've got yourself a retention machine. Instant helps brands with building these kind of life Cycle flows with AI personalized to each shopper's behavior and not just a one size fits all drip. Go to Instant1Sharma to see how it works. The second one is a founder or origin UGC. You see this a lot with companies like a ritual or imate. It's basically like, you know, or even grooms I've seen recently, but the founder gets involved or there's some level of UGC that kind of makes it feel like they're coming from the starting point. But those funnels work extremely well. The next one you'll see from places like Momentous or David Protein are more doctor level endorsements. And the entire funnel is that. So the ads are, you know, a photo of that guy or girl who are, you know, making the endorsement. It goes to a landing page. It's got that person's favorite bundle or that person's favorite flavors or that person's recommended stack. It's, it's completely layered with social proof and whatnot and you know, essentially gets you to want to try it because that person is recommending that it's a good idea. The next one is what I call like either just competitor comparisons or comparacles but which is like a listicle but you're comparing things but you know, you'll see things like for example, Groons versus AG1 or Huel versus my protein or you know, name any two kind of category leaders or competitors and basically going against each other to show which one's the best. These work really well because a lot of times Meta is finding people who have some level of intent within the product category or within the problem you're solving, the solution you're offering. And they've probably heard about, maybe They've heard about AG1 but they haven't heard about, you know, your greens powder or maybe they've heard about Huel but they haven't heard about your smoothie brand. And so what this does is it sort of opens the door a little bit to say, hey, you haven't heard of us, but you've heard of the other ones. Let us show you why ours can be better for you. And those funnels work extremely well. Even when I think about advertorials which we'll talk about in one second here. Advertorials that do comparisons between brands work extremely well if you look at the ads library for. Well, first of all, if you find good advertorials coming from Facebook pages, you should go check out their ads library in Facebook ads library because you'll see, you know, what are majority of their creatives look like and that's essentially what's working well. But you'll also just realize that like for example, if you go to MSA's Facebook ad library, you'll see that so many of their ads are the brand versus brand because they do super, super well. You might piss off a competitor and they'll for sure see it because if you're using their name, they're probably going to for sure see it at some point, but they do work really well. Next one, number five out of ten, we're going through these a little quickly so you know, feel free to message me or email me DM me if you've questions on these or want to see more examples. But number five is problem agitation and then solution ugc. So brands like Love Wellness do this really well. Lemmy does this really well. Essentially you've got UGC that clearly states the problem. That's kind of your like, you know, extending your arm out to somebody who's scrolling, right? You're not just being like, hey, this is the best product and this is why and blah blah, blah, you're saying hey, I've got this problem. Do you have this problem too, right? Gets you to stop scrolling. You sort of show that you have a shared understanding of the problem. That's you talk about the agitations, what bothers you, what, what, you know, why it hasn't been solved, whatever. And then you show the solution and it's kind of like the, if you think about, you know, the, the art of the sale, right? In sales, person to person sales, right? You try to establish some level of common ground. You try to understand what's wrong, what, what the problem is and then you sort of, sort of show them the solution. That's essentially what we're doing here. Problem, agitation, solution. And these are amazing funnels to run. The next one is an ingredient LED mechanism visual. So companies like Thorn, like Element, like Armor, even brands that you see like Array, where they basically buy other companies branded ingredients that have the studies done and then leverage those studies as their marketing. These, those types of companies do really well with this funnel which is the ingredient LED mechanism visual. So you know, what can you do to Essentially illustrate the ingredients and what those ingredients are doing. The next one is very similar. It's kind of the stat led editorial or sorry, I'm going to go back one real quick, which is the advertorial native strategy. And so these are essentially advertorials, editorial pieces of content that feel very much like stories people could relate to. So, you know, I remember one of the best ones that we ever did ever back in the day was it was like seven reasons why Home Chefs Can't Stop Cooking with Caraway Home or Caraway Cookware. And that exact headline formula is now used basically across a ton of different brands. But that sort of approach of like, hey, this is an editorial piece of content. You're, you might be, you know, on the toilet scrolling Instagram, you might be, you know, taking a piss scrolling Instagram, you might be at the gym on a treadmill scrolling Instagram. People just want to be entertained when they're on social. And these advertorials do a phenomenal job of that. Because you're not leading with, hey, you know, come try bulletproof coffee, right? You're saying you might be talking about the fact that when you wake up you don't feel as alert, or when you wake up, you know, you've got morning fog. And that becomes your lead in to basically that becomes, if somebody clicks that and wants to read about morning fog, that is your permission to then introduce good on your electrolytes, right? So advertorials do really well, I know for a fact in supplements, vitamins, telemedicine, telemedicine across the board. Advertorials are generally making up anywhere from 15 to 40% of ad spend. And the reason they do that is because they're so good at helping you find new audiences, right? Somebody who is just the average person may be like, well, I don't need good Anya electrolytes. But the average person might go and read about morning fog and how morning fog can be directly tied to not being properly hydrated the night before or throughout the night. And you know, when you, when you do sleep, you sweat, so you kind of deplete yourself of hydration. Now somebody might be like, wait a second, why wouldn't I take good on your electrolytes, right? The next one, number eight is kind of a parallel to that, which is stat led editorial. So companies like a seed or a thorn or a legion, like, you see these brands do this where they've got real clinical studies, clinical trials, clinical data, and their editorial content is all kind of stat led those Work really well too. And then the last two, which are, you know, I would say not as impactful, for example, as like an advertorial. One is a, is a creator video creator LED video with a promo code. These are usually just more lower funnel and you know, the idea is more psychological here, like, oh, this creator is also talking about the brand that I've been, I've been seeing and you know, interacting with or getting to learn the past few weeks. Well, it must be doing, it must be a brand we're trusting if all these different people are talking about it. And because it comes with a promo code, you know, it's more likely to be lower funnel and they're more likely to convert. I remember doing this Strategy back in 2017. I would have like 25 different creator pages running retargeting ads. And the entire idea was to get people to think like, holy shit, this, this brand is being talked about by everybody. I have to try it. And, and it works. And then the last one is basically like a meme strategy. So I don't see this being used a crazy amount. But there are brands that are basically using memes as their ads. And it does work for sure because otherwise they wouldn't continue to be doing it. But of course it's not going to be as effective as maybe you know, a doctor led endorsement or you know, figuring out like an advertorial strategy that works really well. Now the biggest piece here is making sure that your ad matches the landing page. This, this ad to landing page. Congruency has been entirely enabled and accelerated in the last two, two months, definitely in the last, you know, four to eight weeks because of generative AI. Now whether you're using Claude code, you're using Codex, you're using Manus, you're using whatever you may be using, you might be like me. And I have four different open claw computers behind me, you know, each with five to ten agents on it. Whatever you're using as your mechanism to do it, the add to landing page congruency is, is, is a huge thing that you gotta focus on. You cannot have mismatching funnels because meta doesn't like that. And to be honest, if you do that, sure you can, it's not gonna say you can't do it, but you're just gonna end up paying more. So I don't know why you would do that. You know, you wanna make sure that the experience feels congruent. If you've got, you know, a doctor talking about why this, you know, powder brand is really good for women going through menopause. You want to go to a landing page or an advertorial page that talks about menopause and the issues and then introduces the product and how this product can help. Right? So all that said, this congruency has to be really good. Now when it comes to the product pages, um, one of the things I've had a lot of fun going through is product page carousels, like the image carousels and what is in every single carousel slot. So most brands have. Actually every brand I looked at had a minimum of five images. But you know, if you can have eight to 10, that's better. You know, usually like what, what I've seen from a heat map standpoint is people might get through the first five or six, but eight to 10, it's fine to have it because if they're invested in the first five to six, they'll keep scrolling. And what you want to do is, you know, kind of the best in class formula right now is, you know, your shot number one is like your hero product image, usually with some overlay of text and some icons. Number two might be a lifestyle shot. It might be some celebrity pouring the product, it might be somebody holding the product. It might be UGC crater mixing in the electrolytes into the water. The third one is basically an ingredient or benefit infographics. So you know, whether it's, whether it's like these are all the ingredients, these are the eight ingredients we have, these are the nine benefits you get almost like a little mini listicle to some degree with the benefits. The next one might be like a how it works visuals. So you know, do you scoop, shake, drink, do you open, take, feel it by week two. Um, and usually here you can also add kind of something like what you can expect in, you know, within three days, you can expect this. Within 10 days, you can expect this. By day 30, you can expect this. So again, you're sort of getting ahead of somebody being like, hey, this doesn't work because you're again explaining it. And then the last piece is usually some sort of like proof or credentialing card. So whether it's a quote from a doctor, whether it's a, you know, ima, it's got like Mayo Clinic logo because they have doctors from Mayo Clinic on their board. You know, you might have an NSF certified logo or badge, you might have a clinical trial result. But whatever it may be, you're sort of coming in with some real credentials that are third party and not created by your own brand. If you've got some more shots, you might have like a welcome kit flat lay. You might do a competitor comparison chart. You might do a founder shot with a quote as to why they started it. You might screenshot a few different Okendo reviews and overlay it on top of a collage of some photos. It might be a UGC video, it might be another infographic. But essentially what you want to do is really like think of your product carousel as a landing page. And I've talked about this a lot before as it relates to TikTok shop. You know, if you look at Jolie or Neuro Gum or Medicube or you know, any of these brands that are just crushing on TikTok shop, majority of them use their image carousel as the landing page. Think of it as just different sections of a landing page. And if we know for a fact, which we do because we have the data and I've seen it and you've seen it, probably that most people don't scroll that far deep on your product page or your landing page, then you should for sure rush all the information up top in the image carousel. And it's not like you're basically just hard selling. You're essentially all the things I just listed out, whether it's the how it works or the credentialing card or the infographics or the lifestyle shots, these are just kind of soft sell things and things that are giving them more information. Right? Going back to that same concept before of educating people, not trying to just get them to convert. And then the other stuff that you want to make sure you've got above the fold, you know, review count and star rating next to the product title. It's crazy how many people don't have this, but that is one of the first things people look for a supplement panel or nutritional panel, which basically shows you what all is in there, what are the ingredients at what dosages and all of that. And if you can and you have dosages that, that rival clinical trials or you know, for example, let's say, I'm just making this up, let's say you've got 200 milligrams of X, right? But you know that 180 milligrams of X is the clinical dosage to wake up with less brain fog, that then you can call out next to 200 milligrams, you call out in parentheses, you know, clinical dosage for X, which again just makes your product like better and more marketable and all of those things so again, review count a star rating next to the product title, expert endorsement above the fold. I'm always a fan of doing this above the fold buy box default being subscription, but also making it very clear what you get in the subscription and what you don't get in the subscription. So if you were to go buy one time versus a subscription, like what are you missing out on the subscription price framed per day. So you know, having something that's, that shows like less than $2 a day is better than just showing it's you know, 55amonth. And you know, your idea is to basically make it easier for somebody to contemplate or understand or comprehend that, you know, for less than basically a cup of coffee a day I can get all these benefits, right? That's kind of like the, the girl math you want to impose on your customer and basically kind of show them that angle the strike through obviously from one time to subscribe. That's a given trust bar below your buy box. So is there a third party tested? Is there a money back guarantee? Is there no artificial colors? Is there whatever it may be, you want to have some level of trust, social proof. And again, third party stuff here is way better than first party stuff where you're just kind of saying that it's the best quantity and variant selector depending on, you know, what you're selling. If you're selling like an IMH starter pack, you're probably not going to have a quantity selector because it's kind of weird. You know, most people are probably buying one or they're buying the couple set. Or maybe you're like grooms. Grooms has a option for a couple and a single person. So you can choose if you want to get it for you and your partner. And then the last one is the risk reversal line. So 30 day money back guarantee. You know, I've talked about Magic Spoon has their happiness guarantee and all of that good stuff. But those are kind of the things you want to make sure you've got above the fold and then below the fold. Some of the things that I see the best brands do, they've got 10 kind of things they call out for sure. One is the who is this for? Right? So if you're a woman in her 30s dealing with brain fog in the afternoon, this is for you. I, I liked, I used to call this the Y section, like why brand question mark and essentially just dumb it down and explain it to somebody like they're 10 years old. Because people often make that too hard to understand or too Hard to find or too hard to figure out. The second one is the problem. So again, kind of tugging on that, that agitation, right? The 77% of Americans take supplement, but 90% remain deficient. That's why the absorption company is the best one for you, right? Like explaining the problem and the solution in, in one or two sentences. The next one is how does the problem solve it? So plain English of how does our problem, how does our product do a better job than what is out? What else is on the market? The next one is ingredient breakdown with dosage and citation. Number five, clinical trial modules. Ideally you've got clinical trials. If you don't, maybe you bought ingredients that have it and if not, then maybe you have ingredient dosages of other clinical trials you can leverage. In number six, comparison chart. This is easy to understand. Number seven is a timeline to results. This is one that so many brands don't do. And it causes the returns to go up or complaints to go up because people don't may not feel anything right away. It's kind of rare in supplements that you actually like, feel something. You know, a supplement might have like B12 or cayenne pepper, which you might feel right away and, and like that helps. But for most supplements you kind of, they, they work over time, right? It's not like you're taking a prescription. So it might take like two weeks for you to start feeling the effects. And that's where this timeline of results really plays in. Another layer of social proof. So whether it's, you know, reviews, whether it's UGC videos, second to last is FAQs with real objections. So not your standard FAQ, but real questions that your customers are going in and asking. And then the last one is basically your final CTA with some level of a guarantee. Now I would if I like if you don't know where to start, all those 10 sections I just mentioned, you should have them all. There might be one or two that you can't like if you don't have clinical trials or, you know, actually that should be the only one you probably don't have. The rest you should have. And then the last thing I would say when it comes to the pdp, which might have to be the last section of this episode here, which is crazy, we only got through section one. But the last section here is. Or the last, the piece of advice here is design everything mobile first and design it in a way where you think people don't want to interact with you. And what does that mean? Well, don't put Any bullshit on your page, don't let yourself focus on fluff. Design for Mobile first, make extremely good use of the real estate. Check out some of the brand sites I've mentioned or any of the sites that my team at Sharma Brands has designed before and you'll see what I mean by making perfect use of the mobile real estate. What does that mean? 70 to 85% of your traffic is going to be mobile. So if you design for desktop and then cramp it to mobile, it's going to feel cramped. You want to make sure you've got horizontal swipe with dot indicators. You want to make sure you've got sticky add to cart buttons. You want to make sure you've got a cart that knows how to upsell. You want to make sure that the right things are collapsed and the one right thing is expanded. You want to make sure that your UGC videos, when you hit play on the pdp, it doesn't open into a full screen video in the native Apple player. You know it plays nicely within there. You want to make sure that you know your photos are loading with good file names, good alt text to the photo and then also that they're super efficient in terms of file size. But if you're not building mobile first, which I know it sounds crazy because it's 2026 and everybody's been saying mobile first since 2017. I remember was the first time the CEO of laundry service sent out a Slack message and it was a shocking thing to think like everything needs to be mobile first. If you're not doing mobile first, you've already lost and I don't know what else to say to you. Okay listen, this coming weekend is going to be a newsletter of everything, all 40 pages of notes I have. So if you want that newsletter and you want the I'm going to try to build like a deck or some level of interactive site that has everything with screenshots and examples. Then make sure you're signed up for the newsletter. It's just Nik co email sign up there. I'll make sure you're on the list for Sunday and that you get a copy of this. And if today's episode was helpful, like if you like how deep I'm diving in and breaking down some of this stuff, then shoot me a DM on Twitter or leave a review on Apple and tell me that you want more of this. I've got, you know, we went through one, we basically went through section one and I've got 12 full sections here. I'm gonna also bring on one of the guys who's a good friend of mine who helped build a lot of these subscription programs and still today continues to operate them behind the scenes so we can just talk all things subscription. So if either of those things sound interesting, let me know either with a review. DM me on Twitter, shoot me a mention on Twitter. And yeah, I hope today's episode was helpful and fun. Be on the lookout for this weekend's newsletter, and if you've got any other questions, just shoot me an email or shoot me a DM and I'll see you next week. Thanks for listening. 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.