Good morning,
As you're putting together your BFCM campaigns, make sure to use price anchoring in your PDPs. ⚓
Show the original price alongside the discounted price to emphasize savings and increase conversions, e.g. “Was $100, Now only $70.”
Found this useful? We’ll be sharing more valuable expert tips for the next few weeks, so make sure to scroll down to our Q4 Prep section so you don’t miss out on any of these insightful gems! 👇
Here’s what you’ll find in today’s DTC:
⏱️ Q4 Prep starts… now! Here’s the ultimate CRO Checklist to upgrade your site experience for high-intent shoppers.
🎾 Peek the Shopify apps Serena Williams is using for Wyn Beauty to build an A+ ecommerce site.
🫒 And…learn how olive oil brand Graza got Dua Lipa to post about their product for free.
You’re reading this newsletter along with new subscribers from: Suntory Global Spirits, Creative Hearts Retreat, and The Pink Trunk. 👋
It’s time to get connected TV advertising in your marketing playbook, and it’s never been easier to get started.
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⛏️ The Ultimate CRO Checklist
Are you in the middle of making a BFCM prep checklist? Don’t forget to add these ten tasks in order to have a successful sales event!
Pilothouse shared these insightful CRO tips with us.
1️⃣ Create Event-Specific Landing Page Flows
Build landing pages dedicated to Black Friday/Cyber Monday and Christmas. Highlight your best deals, exclusive bundles, and limited-time offers to create a sense of urgency.
👉 Try to remove content that isn't related or relevant to your offer so as not to distract from your customer's journey.
2️⃣ Optimize Your Site Speed
Use Google PageSpeed Insights or GTMetrix to ensure your site is operating at a decent speed.
❌ Anything more than a 5-second First Contentful Paint will contribute to a higher bounce rate, meaning you'll lose a significant amount of the traffic you spent money on acquiring.
3️⃣ Use Countdown Timers to Emphasize Urgency
Add countdown timers to your landing and product pages for limited-time offers or shipping deadlines.
⏱️ This adds urgency and encourages customers to act fast, allowing you to acquire customers immediately.
4️⃣ Focus on High-Impact CTAs
Test different call-to-actions (CTAs) like “Shop Now,” “Limited Time Offer,” or “Ends Tonight.” Experiment with A/B testing to determine which language drives the most conversions ahead of the peak of the sale.
5️⃣ Leverage Social Proof
Feature recent customer reviews, testimonials, and social media mentions prominently – especially if your product is seasonal.
6️⃣ Bundle Offers to Increase AOV
Create holiday-themed bundles or “Buy X, Get Y” deals to increase your average order value (AOV). Highlight the savings to make it clear why these bundles are a great deal for shoppers.
Ensure you focus on bundles THAT MAKE SENSE (products that pair well together, complement each other, etc.).
7️⃣ Optimize For Mobile
Most of your top-of-funnel ad traffic is using mobile during BFCM, so ensure your site is fully mobile-responsive. Test your mobile experience with a tool like browserstack.
8️⃣ Launch Flash Sales and Exclusive Offers
Use flash sales or time-limited offers, like “Today Only: Extra 15% Off,” to create excitement and urgency. Make sure the discounts are highly visible and easy to understand.
9️⃣ Optimize Pricing Tiers
Offer tiered pricing where customers get bigger discounts the more they spend (e.g., “Spend $100, Get 20% Off”).
This encourages higher AOV during a period where CPMs and click costs are at an all-time high.
🔟 Simplify Navigation and Checkout
Make it easy for customers to understand your deals and checkout quickly. Avoid confusing add-to-cart flows and upsells. Identify your offer first and build after.
🎾 How Wyn Beauty Built A Smashing Site
Tennis legend Serena Williams launched her beauty brand Wyn Beauty earlier this year, and it's already putting up big numbers thanks to its famous founder, inclusive shade range, and impressive Shopify tech stack.
The brand averages over 164K monthly sales on its DTC site and has implemented several tools to improve its average order value and acquire more customers across the globe.
Here are the Shopify apps she is using to build a winning ecommerce site:
1️⃣ Lucky Orange: This heat mapping tool lets you see visitors' scroll and click habits and records their behavior.
👉 Study the tapes to uncover common roadblocks visitors have on the site. Make changes to get them to the checkout page faster and decrease your cart abandonment rate.
2️⃣ Bundler: This bundling app allows you to offer discounts when customers purchase a product bundle.
We're willing to bet that Wyn Beauty will be launching some gift sets very soon for the holidays, and this app will make it possible for customers to understand how much they are saving by purchasing a bundle.
3️⃣ VolumeBoost: Easily create a discounted campaign to raise AOV. You can quickly set up tiered pricing and create quantity-based discounts.
You can also schedule these offers ahead of time to meet your Q4 sales goals.
4️⃣ Transcy: Use this AI tool to translate your site into multiple languages so you don't lose out on orders around the globe.
You can auto-translate or manually translate if there are some nuances in your copy that you want to avoid getting lost in translation.
This app also includes a multi-currency converter for price transparency.
Which site should we spy on next? 👀 Reply back and let us know!
You want ads that drive results.
Enter Roku Ads Manager, Roku’s new self-service ad platform that’s custom-built for CTV performance. It’s packed with features that make it easy to measure and optimize your campaigns. Hello, results.
Want to boost awareness? Drive conversions? Check and check. Roku Ads Manager drives measurable outcomes with every ad you run. ✅
And now, with Roku’s new Shopify integration, you can drive conversions directly on the big screen. Create interactive ads that prompt customers to shop using their remote, enabling a seamless checkout experience right on their TV. 🛍️
What are you waiting for? Get started for as little as $500.
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🌐 IN THE SOCIAL SPHERE
Social media consultant Kendall Dickieson breaks down how the olive oil brand Graza turned Dua Lipa’s love of EVOO into a golden marketing opportunity. ✨
Here’s how she did it: before mailing the product to the British pop star, Dickieson created a custom label featuring the singer.
Not only does this add more of a personal touch, but it also increases the chance of Dua Lipa posting about the product.
The bet paid off. Dua Lipa shared an IG story of the gifted product to her 87.6M followers and praised the Graza brand for ‘knowing her well.’ 😉
⚡ QUICK HITS
📺 Drive sales directly on the biggest screen at home: TV. Launch shoppable CTV ads on Roku and drive conversions directly on the big screen with their new Shopify integration. Learn more about this integration here. *
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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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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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