BANTER

In this newsletter, you’ll find: 👇

📦 5 quick wins for Bombas’ website

📦 What rhymes with 1.7 trillion dollars?

📦 Brand Breakdown Part 3: Bombas’ Website

📦 Discovering the power of personalization with Sailthru

For part three of our brand breakdown, we called up our friends at Oddit.co to analyze Bombas’ website for quick changes to raise their conversion rate and AOV.

You won’t believe number three…

Let’s dive in.

Read till the end to access exclusive DTC swag. 😎

👉 If a pal forwarded this to you, subscribe so you never miss out.

‍

CREATIVE

Our own curiosity led us down a rabbit hole…

Stick with us for a second here.

In February 2021, Bombas reported revenue of approximately $237,000,000. 🤯

We dug a little deeper and found out that their average pair of socks cost approximately $12.50.

$237,000,000 / $12.5 = 18,960,000 pairs of socks sold or 37,920,000 individual socks.

If the average sock is 3.5-6.5 inches and the total miles from coast to coast in the US is approx. 3,500 miles…

Heel to toe, Bombas’ socks sold as of February 2021 (assuming they ONLY sold socks) would cover one end of the US to the other.🧦

Well played Bombas. Well played.

‍

CREATIVE

🍌 Got Bezos by the bananas

Remember when we were all stuck at home during the pandemic and did nothing but online shopping (okay, maybe some work too…)? Unsurprisingly, this is why eCommerce has become the daddy of consumer spending.
And like Shakira’s hips, the numbers don’t lie.

In a recent summit, Adobe swung big and told audiences that the total amount of consumer dollars spent from March 2020 - to February 2022 rhymes with fun joint Kevin reptilian collars…

($1.7 trillion dollars) 🦎

Some of the large percentages attributed to that astronomical total: grocery, electronics, and apparel. Notably, online grocery sales increased wildly and doubled pre-pandemic numbers.

Walmart led the charge with an 84% increase in online grocery sales and surpassed Amazon, as Amazon’s percentage increased only 63.1% throughout the pandemic. 💵

Things to take away from Walmart’s eCommerce growth:

• Value-based merchandising. As appealing as same-day shipping is, it’s vital to promise and deliver high-quality products. Consumer satisfaction will lead to consumer retention.
• One-stop-shop platform. Frequently purchased items such as produce can turn into a sale of a high-price product. Think of the $30 box of protein bars with your parsnips.
• Third-party sellers. Not only do third-party sellers offer advertising sales growth, but the strategy also offers an expansive marketplace with Walmart’s online SKUs.

Though the eCommerce Nerf battle is ongoing, as of now, Walmart has Bezos by the Bananas. 👨🏻‍🦲🍌

‍

SPONSOR

Discover the power of personalization

Want to drive quantifiable results by delivering engaging, highly personalized experiences across email, web, and mobile? 📈

The Sailthru platform is purpose-built for retail marketers (just like you) and used by some of the hottest DTC brands, including Thrive Market, MZ Wallace, and Everlane.

Here are the deets:

• Create innovative, personalized experiences across various channels
• Use automation—especially handy for lean teams to do more of what they love without sacrificing efficiency
• Get the insights your brand needs to deliver meaningful marketing experiences that drive conversions using industry-leading, data-rich, single-view customer profiles

By understanding your customer's interests, email and omnichannel behavior, purchase tendencies, and more, you can easily personalize messaging for every single customer—no matter the channel.

👉 Sailthru is ready to be your strategic partner. Talk to their team today.

‍

WEBSITE

3 Examples of How to Turn Whitespace into Actionable Space

🔎 Let's start with the navbar

Visitors don’t always know what they’re looking for, so make sure to offer an alternate option to shopping the specifics, or even an action that prompts discovery!

Oddit’s  suggestions:

1️⃣ Use your extra whitespace in the desktop nav to offer access to the sock quiz! It’s a great way to give visitors a shopping experience while also providing education.

2️⃣ Make room in your primary navigation area by moving the account up into the top bar, as it’s a secondary action for most visitors.

3️⃣ As an additional clean-up, keep your brag bar focused. We suggest targeting your shipping offer as it’s an important part of increasing your AOV!

🛒 On to the empty cart

It’s not enough to surface links in your empty cart—make visitors feel taken care of. Make it a part of the brand experience.

Oddit’s  suggestions:

1️⃣ Add some brand voice by pulling in some secondary copy.

2️⃣ Rather than just surfacing action buttons, pull in some visuals to allow the empty cart to feel like a branded experience rather than a dead-end.

3️⃣ Insert simpler buttons near the bottom where they can be quickly accessed, and make sure they are full-width!

4️⃣ Surface your shipping offer again, just in case the visitor missed it.

🤑 AOV to the moon

Offering products in multiples is the simplest way to upsell because the visitor is clearly already interested in the product. Use your cart as an opportunity to upsell and increase that AOV!

Oddit’s  suggestions:

1️⃣ Pull in a card surfacing the 6-pack version of the same product, and tell visitors what they get by upgrading. We suggest testing it with the ‘additional’ cost vs the 6-pack cost!

2️⃣ Reiterate the shipping offer where it’s most relevant—between the checkout button and continue shopping.

3️⃣ If a piece of text is a link, make sure it looks like one. At the very least, underline ‘continue shopping’.

‍

SPONSOR

We're gonna let you in on a little secret...

Understanding consumer trends across the world will help you dominate new markets. 🌍

But before your brand can take over the world, you'll need to get to know what's important to your potential customers.

Enter: Attest's UK Consumer Trends report .

You'll get the scoop on how UK consumers are shopping, what they’re saving up for, and where they're most likely to interact with brands (hello, TikTok!)

Plus, you'll get a blueprint of how marketing teams are using Attest to test out ad creative and messaging before they expand into new markets.

Looking to build a global brand? This is a must-read .

👉 Click here to find consumer insights to fuel your global growth in 2022.

‍

WEBSITE

Two Unique Locations to Utilize Your Social Proof

‍

⭐️ The proof is in the pudding

There are always going to be areas of your site that feel lacking or lifeless – there’s no reason these areas can be utilized to build trust and excite visitors!

Oddit’s  suggestions:

1️⃣ Reorganize your secondary actions to open up a little more vertical space.

2️⃣ Pull in a piece of social proof. This could be a positive user review (or at least a punchy snippet from it), or a positive press piece.

3️⃣ Give users the explorative action as you did in the desktop navigation, and ensure it’s at the bottom of the navigation where it’s most accessible.

🚀 Reviews + Discounts = $$$

Sometimes it’s difficult to describe your product simply in a single sentence or to select the one or two key traits you really want to feature.

Your customer reviews are a great place to find little diamonds of content that you can use without feeling like you’re bragging!

Oddit’s  suggestions:

1️⃣ Open up a small amount of space and insert a simple, punchy customer review. This shows users that others love you, and does a great job of describing what makes your product great.

2️⃣ Don’t forget to use your ‘Add to Cart’ button as a point of communication. Pull in the % savings to help seal the deal.

If you liked what the Oddit team had to say and want personalized insights to enhance your brand’s website, you can start your own Oddit today to get one free quick win to improve your UX instantly.

‍

BRANDS

🍪 Home Dough : When you’re craving a fresh-from-the-oven cookie but don’t have time to break out all the ingredients, this is your solution! Try Home Dough’s frozen cookie dough balls (p.s. they’re GMO and preservative-free!).

💤   WorkRobe : If you’ve been looking for the perfect excuse to stay in your robe all day… we’ve found it. WorkRobe’s robes feature sleek and functional button-down, blouse, and cowl neck tops with the comforts of a robe on the bottom. Always video call ready.

🍫 Date Better : They say dates and chocolate are like your favorite classic chocolate bars, but now's the time to test it out! Date Better’s dark chocolate-covered date to-go packs may just be your new fav snack.

‍

🔊 HAVE YOU HEARD OUR LATEST PODCASTS?

💄The Fast Road to 8 Figures with Jones Road Beauty's Cody Plofker.

❣️ Molly Garraway on Growing a CX Team to 100, and Then Starting from Scratch with LoveSeen.

👟 Restructuring Google Ads for Customer Avatars with Sean McGinnis from Kuru Footwear.

🐶 40% Repeat Purchase Rate (Without Email) and True Meaning of Product-Market Fit with James Petrellis from Mighty Munch.

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

DTC Newsletter is written by Rebecca Knight, Jordan Gillis, and Kelsey Hess. Edited by Claire Beveridge and Eric Dyck.

Was this email forwarded to you? Sign up here.

NEED MORE DTC?

🚀 Advertise in DTC Newsletter.

💰Check out our course on Facebook and Instagram ads!

📥 Work for The DTC Newsletter: Send an email to Rebecca, rebecca@directtoconsumer.co, if you’re interested in writing for us!