DTC559: Creating a Product Listing Targeting Older Buyers

Good morning,

This week, OpenAI made ChatGPT more accessible by making their latest model, GPT-4o, available for all users to test.

The AI chatbot awed users with its ability to respond in real-time and pick up on emotional cues which can be helpful for businesses who want to improve the online shopping experience using live chat.

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Here’s what you’ll find in today’s DTC:

• How to create a high converting product page for an older target audience.
• Is your Meta Ads performance tanking? Here’s how to fix it. 👇
• And…why these two things are key to becoming a successful DTC business.  

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You’re reading this newsletter along with new subscribers from: Primo Water, Bath Wizard, and Disc Golf Warehouse. 👋

🏆 Creating A Winning Product Page For An Older Age Group

Are your main buyers in an older demographic?

The beauty brand BOOM! does a great job of creating a site experience that caters to an older crowd and alleviates any friction along the path to purchase.

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Here’s how they did it:👇

On their PDP pages, they have all the relevant information a user could want to see but have made some thoughtful design choices to help nudge users down the conversion process.

Let’s take a look at this specific PDP featuring their Boomstick Trio.

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• Larger font size: The increased font size makes the copy on the page easier to read and causes less eye strain.
• Color contrast: The text font and styles are legible across different screen sizes so the potential customer can view the assortment across devices. There’s also an accessiBe widget on the bottom left-hand side of the screen where visitors can further customize their site preferences based on their individual needs.
• Includes a video demo: This is not a cheap product, but the video highlights its value and ease of use. Since it’s a multi-stick, it can be used in over 8 different ways.
• CTA is loud and clear: The size of the CTA is larger than most sizes, and the black button is impossible to miss against the stark white backdrop.
• The image gallery features older models: The product thumbnails make it clear it is targeting a specific age group, and also shows how the product looks on different skin tones.
• No sensory overload: Unlike sites aimed more at Gen Z, there are no moving animations, such as rotating banners or flashing GIFs, that can feel overwhelming and cause older visitors to leave the site and abandon their cart.
• Builds customer trust: Below the CTA is a 100% guarantee for first-time buyers. The message also emphasizes that there is no risk associated with purchasing, which works well with this older demo who may be wary of shopping online.

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This is a great example of creating a listing that caters to an older demographic. Having bigger fonts and CTA buttons are easy ways to appeal to older buyers along with having the right imagery that makes them feel seen.

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📉 What To Do If Your Meta Account Is Tanking

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Is your account-wide performance down? 🥵

Don't stress, the Pilothouse Meta team has you covered.

Taking deep breaths and reviewing the data before making drastic changes to the account is important.

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👉 When did this start happening? Look at a week-by-week breakdown to see when performance started to dip.

A breakdown similar to the one below can help you identify trends and pinpoint precisely when performance began to drop and whether it's a pre or post-click issue. (More on how to make custom reports here.)

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Here are some tactical strategies to try:

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1️⃣ Top ad campaign rebuild

• Dig into your ad account and identify the top ads before performance drops. The Pilothouse Meta team often reviews top ads from the prior year to find opportunities to bring back previous winners.
• Duplicate these into a new scale campaign. It's also best to review your top campaign type (eg. Advantage+ Shopping Campaign vs. Business As Usual) and which attribution setting has been performing best in the account (e.g., does 7DC1DV outperform 7DC or vice versa?).
• The Pilothouse Meta team also recommends using post IDs for your new campaign to carry over social proof (More on post IDs here.)

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2️⃣ Bring back old top campaigns

• Review top campaigns from the last 14, 30, and 60 days for top campaigns that slowed down and ended up paused.
• The Pilothouse Meta team recommends starting with a low budget and scaling up when relaunching. Typically, a campaign will be back in learning but should exit the learning phase quicker and can be scaled back up.
• The team recently implemented this tactic and saw 11.57% lower CPAs compared to the account average, and they’ve begun scaling up a legacy campaign. The campaign is now making up 42% of the total account spend, making it a main performance driver in the account.

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3️⃣ Read through recent comments

• Review the top spending ads with comments and review what users say about your brand and products.
  • Are there more objections than usual? Try overcoming these in ad copy or in creative.
  • Are users commenting on site speed or post-click issues? Do a site audit and ensure all components are working.
  • Are you responding to comments? Take advantage of positive and negative comments to give users more information on your product and turn comments into conversions.

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Don't let slower performance get you down - try these tips to make a strong comeback in your ad performance.

‍🌐 IN THE SOCIAL SPHERE

If it’s not adding value, then it’s time to streamline your processes. Learning to be more efficient is key to getting ahead. Remember time is money!

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‍⚡ QUICK HITS

📈 Looking to drive more orders, faster? Predict patterns in your shoppers’ behavior and discover untapped revenue in your Shopify store. Book a 30-min. call and get a $100 Amazon gift card. *

‍📰 NEWS

• Google has launched the multimodal AI assistant Project Astra, which can respond to video, text, and voice prompts. This is an effort to compete with OpenAI’s latest model, GPT-4o.
• Temu looks beyond the U.S. for business growth after the TikTok ban.
• Snap offers steep discounts for advertisers to try new features like its sponsored AR filters.

📥 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.

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‍Have you heard our latest podcasts?

• 📈 The Marketing Millennials on Cracking the DTC Success Formula
• 💰 AKNF 403: Early Indicators of Amazon Success
• 👕 How True Classic Turned Customer Support Into a Profit Center
• ❌ AKNF 401: Common Google Ad Mistakes
• 🤠 Bart Szaniewski Shares How Dad Gang Sold 100K Hats
• 🛒 AKNF 399: Mastering Meta Shops and Ad Instability
• 🌎 Pela Case’s CEO Matt Bertulli on Sustainable Consumer Goods

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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‍DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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