📦 Websites that wipe the competition
May 21, 2023
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Saturday, January 22, 2022

And getting your weekly dose of DTC Brand Breakdowns!

Grab your coffee and get comfy. This is a good one. ☕️

In this newsletter, you’ll find: 👇

Brand Breakdown Part 3: Who Gives a Crap (website)

We’re back with Part 3 of our brand feature on Who Gives a Crap. 🧻

Our friends over at Oddit dove deep into Who Gives A Crap’s website and pulled out the best tips for converting more sales and building brand loyalty.

👉 If a pal forwarded this to you, subscribe, so you never miss out. And be sure to follow us on Twitter and Instagram.


🏠 First up, the homepage

Currently, Who Gives A Crap has 5 images on their homepage carousel. We suggest removing the image slider completely.

Data suggests that carousels typically create less engagement above the fold and that 90% of carousel interaction happens on the first slide.

Multiple messages also distract from the core goal of selling toilet paper.

Humans prefer simple direction—the easier you make the initial step, the greater chance your visitors will take action and follow through to the end.

If these pieces of content are important for your brand, make them cross-sections on your homepage. Placement on the page should be based on their importance (higher up the page = more important).

Here’s what we’d change:

One of the current slides 👇

Updated 👇

Oddit’s suggestions:

1: Your most compelling brand statement is your 50% donations—lead with that!

2: Your review volume is insane. Make sure to call out the reviews at the very top. This is critical for building instant credibility and trust with uses new to the brand.

3: Don’t make copy on actions cryptic. Speak clearly and tell visitors exactly what they are doing when they select it.

4: Pull in a few more key traits below your action button to round out the brand story!

👀 Now let’s chat product cards (on the homepage)

Product cards need to be easy to scan and give visitors all the info they need to take the next steps in their journey.

Creating an information hierarchy that allows visitors to see the most important info first is essential.



Oddit’s suggestions:

1: Pull out “Best Value” into a tag over the image. Much easier to see.

2: Your reviews speak volumes about the products. Always call them out on product cards.

3: Separate your title and info into multiple sections so that content is easier to scan/read.

4: Consider displaying the price as per unit. This allows visitors to see why this product would be ‘best value’ compared to the bamboo paper ($1.25/roll).


UGC guide hot off the press 📰

Do you know the difference between boosting a post and using a creator's handle for ads?

💡 If you’re using UGC in your ad campaigns, you might have some questions about how to get the most out of your relationship with the creators you work with.

We've simplified the pros and cons of these tools to help you choose the right option for your campaigns in 2022.

In this exclusive guide, you will learn the pros and cons of Facebook’s Branded Content Tool, Dark Posting, and Whitelisting.

You'll learn:

  • How to get actual ROAS data on influencer campaigns, as opposed to only surface-level engagement metrics.
  • Which tool allows you to edit, test and change the placement at ad level.
  • What Whitelisting is and how it compares to the Branded Content Tool.

📝 Whether you're new to UGC content or a seasoned pro, use this guide to get the most out of your campaigns.

Download the Guide on Whitelisting vs the Branded Content Tool.


🛒 Up next: The ‘Add to cart’ button

Make sure your sticky ‘add to cart’ communicates enough information to drive action.



Oddit’s suggestions:

1: Add a subtle shadow to the BG band to give the cross-section a visual presence that sits clearly above the rest of the site.

2: Don’t make visitors scroll back and forth. Remind them what they are adding to cart, how much of it, and let them know it’s delivered free to make the decision a little less stressful.

🛍 Now onto the PDP:

There are some great elements here but lots of missing info.



Oddit’s suggestions:

1: Your reviews are your barrier breaker. Put them at the top and make them large enough to read.

2: Paragraphs of text and marketing fluff can live further down the page—this area is for action. Pull in the 3 key traits of your product and clearly display them.

3: Don’t make customers do the math. Tell them your price per roll and sheet directly.

4: None of the products allow the visitor to change the ‘size’ variant selector. Don’t confuse visitors by making it look like an action.

Combine this with ‘quantity’ so that the visitor has 1 variant selector to access.

5: Display the price difference between one-time and subscription directly on the variants. Very important!

If you want these kinds of tips for your site, start your own Oddit for FREE and improve your UX instantly!


The power of Machine Learning 💪

Bearaby's weighted blankets became one of the must-have home comforts during Covid times.

But with the impact of IoS 14.5, paid media performance had taken a bit of a hit.👎

Bearaby turned to no-code Machine Learning platform Black Crow AI to give retargeting and prospecting a boost.

⏯ Bearaby was able to make the most of their first-party data to focus budgets on visitors with the highest potential value.

Chief Growth Officer at Bearaby,  Joaquin Arce, said, "Black Crow has kept continuous ROAS improvement – essential at the moment! It’s been easy to use, with lots of support."

Bearaby’s Facebook retargeting ROAS improved by 100%.🤯

Read the case study and find out how Bearaby X Black Crow did it.

🌪 Want to give it a whirl?🌪

Get a 30 day free trial with Black Crow AI.


🥛 Upright: Finding yourself throwing away half-used cartons of oat milk? Upright’s original, chocolate, and vanilla single-serving powdered oat milk packets have got ya covered!

☕️ Sunriser: CBD cold brew… Did we hear that right?! Sunriser’s coffee grounds, cans, and bottles are formulated to bring you ‘calm focused energy’.

🦜 BirdBuddy: You’ve heard of smart video doorbells, but how about one for your bird feeder? BirdBuddy’s smart bird feeder notifies, takes pictures, and makes photo collections of your visiting bird friends.


🍪 How HighKey Raised Their AOV by 40% with Chief Digital Officer Ryan Rouse.

🍫 Muddy Bites CEO Jarod Steffes on Growing 1000% YOY By Delivering Delight and Mastering Memes.

🍽 The New Non-Profit Growth Model: Wellfare CEO Cole Riley on Food Security and $12 Million Economic Impact.

🤰 Paul Singh from Bump Health on Becoming a Distribution Company and the Road to $200B.

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

DTC Newsletter is written by Thomas Schreiber, Kelsey Hess, and Rebecca Knight.

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