Search Interviews:

Jeremy Weisz  24:54 

Yeah, I love what you said about people buy a solution to the price problem they have, right? And in this situation, people, they’re not just flouting the features of this, but the benefits to the pain point. And you can see, I’m going to their website for a second, but you can see they even have that on the label of their product. Right flow is the PMS and retro is glowing skin. And it looks like this is a supplement company. Yeah, yeah. Yeah, gummies and capsules. So very interesting. So we’ll go back. So we covered landing page navigation. And let’s talk about carts for a second.

Raphael Paulin-Daigle  25:38 

Yeah, cart. Okay, let’s see. I mean, you could click on anything. And if it’s bad, I’ll tell you. Maybe you click on up, right, let’s actually just order a little routine,

Jeremy Weisz  25:49 

I take vital protein, let’s take a look at Vital protein.

Raphael Paulin-Daigle  25:52 

Okay, well, I don’t know how many steps there are in their checkout flow. But let’s say assuming people just click the add to cart in this screenshot we’re seeing here is the cart page before checkout. Right? There’s a couple of things. And we don’t see much else of the website on this screenshot. But so I’m going to make a couple of assumptions. But I think this could be helpful, just to kind of see how I’m thinking about the cart. Right? The first thing I would be wondering is one I see shipping says cart calculated at checkout, taxes calculated at checkout, and so on. Now, one of the things I’m thinking is most brands ease they have a shipping threshold, right? So spend 20 bucks get free shipping. My question is do they have? Because at the end of the day, if they do have that, but they’re not mentioning it on the cart page, that’s a missed opportunity to motivate people to add more to their cart, right?

Jeremy Weisz  26:51 

Totally, a conversion thing, like if you’re like, oh, this is whatever it is, oh, you spend $99. And you get free shipping, like, oh, maybe I’ll just add another product.

Raphael Paulin-Daigle  27:00 

Yep. Exactly. Or, and I’ve seen brands, for example, where people do qualify for free shipping. And then they get to the cart page, and it says, will be calculated at checkout. And then that’s not ideal. It’s like, hey, people, they qualify, you know, motivate the push them. If they qualify, tell them they qualify, and let’s be done with it. Right. So definitely something I would say. On top of that, and I think this is probably going to be my favorite comment is the truth is, any page that we’re looking at, I don’t know what’s working, and I don’t know what’s not working for them. The truth is, I can give those suggestions based on a couple of things that I’m seeing that yes, tend to work better than others. But the reality is, let’s say we were to work with Vital Protein, what would we do? Would we just go in and start making a bunch of changes to their cart using best practices? Probably not, they’re a big enough brand that like, sometimes even best practices don’t work and can sync your performance? So would we go ahead and just make a bunch of changes? No, first, right, we’d want to follow what we call our testing Trifecta methodology, which is, before we make any changes and start testing anything, let’s look at the analytics. Right? If we look at this cart page, right, my first question would be, is it even necessary? Right? I see it as a standalone cart page, is it better maybe to have a site cart? Are people abandoning an intersection a lot, some brands are just better to go from cart add to side cart to checkout. And some are just better from the product add to the checkout? Less likely. But there are some of those situations. So we’d want to understand then when people are on this page, what are they clicking on? Does it look like there is some confusion? So we really want to understand that based on analytics, once we have maybe a couple of clues that we obviously want to look at things like click maps, heat maps, scroll maps, not that scroll maps are super important, probably here. But I’m seeing with subscription you will receive that seems to be below the fold. Are there some people that don’t see it? And that could lead to some questions people are having? Maybe if there’s a ton of abandonment on this page, should we maybe run a poll that says, is there anything holding you back and completing your order today? Potentially, right, like if it’s a big problem, let’s just go straight to the source and ask those questions. And usually, after that research, we’re going to come up with things that yes, maybe things we technically would have recommended as part of best practices, but at least we have data that proves we should go ahead and test that and invest time and money into building an AB test.

Jeremy Weisz  29:52 

Well I’m a big fan of Vital Protein overall, like I have this on a daily basis, pretty much the chocolate Vital Protein so how fleetville Male senators, then they can use it however, they wish to sell more of it, because I like the product. But, so thanks for bringing that down. That’s the cart page. And let’s go to the collection page for a second.

Raphael Paulin-Daigle  30:13 

Yeah. Let’s try to find a collection page with a lot of products.

Jeremy Weisz  30:19 

Maybe no?

Raphael Paulin-Daigle  30:21 

Yeah, maybe no, I don’t. Or, yeah, let’s click on maybe no, I’m not sure what that page looks like. Okay, well, look, I think this is actually a wonderful collection page. I don’t know how many products there actually have in their inventory in the sense that like, I don’t have this page goes much, much, much, much, much longer. But you know, or if there’s other pages, but just looking at this, I’m gonna highlight what I like. And the reason why I like it so little different than the others. This is probably like their shop all page. One of the things I like is obviously the options to sort by cleansers, moisturizers, night creams, serums, mask, eye and lip care and bundles. very clear, very easy. They have the star reviews, 4.8 reviews, 4.8-star reviews out of five at the top, the thumbs up as well, with how many people recommend the products. I think that creates a lot of trust, just from the get go. Great implementation, it’s clean, bam. Now, those are things that I would test right, but I’m seeing okay, well, they’re starting with the cleanser, the moisturizer in the night serum, which I’m guessing in the industry, usually those are some of the top-selling products no matter the brand. So I’m guessing maybe those three products are ordered by best sellers. But hey, I’m thinking they do have bundles. And maybe there’s a lot of people that are new to the brand. And they’re seeing all these products. And obviously a cleanser people know what a cleanser is. So that’s easy to understand a moisturizer as well. But how do we direct customers towards new products that they maybe haven’t tried? Right? The bundles probably do that generally, if we have like a starter bundle for oily skin starter bundle for dry skin, right? So needs specific starter bundles can help new customers discover a larger set of products and also your as a brand, maximizing the chances of them having success with your products, right if they’re using the entire suite of products. So I see the bundles at the very bottom, maybe oh, look at that. I didn’t even see that. But they do have like the oily skin set the brightening set? Right? How about featuring those at the very top at the end of the day, if we can, you know, just push more people towards that, why not? I would AB tested, of course, because we don’t know maybe if we look at the long-term value of the customer, it’s better if they just buy the cleanser and eventually come back for other products compared to just promoting bundles. But hey, that’s an idea.

Jeremy Weisz  33:19 

Love it, so there’s the collections page. And let’s go to the product page for a second.

Raphael Paulin-Daigle  33:26 

Yeah. Can we actually open you had Vital Proteins and I thought there’s a lot of opportunities here, I think that can be taken advantage of. Again, everything that I’m mentioning should be AB tested because those recommendations I’m going to mention have worked really, really well with some brands and with some other brands. Maybe it hasn’t that much, right.

Jeremy Weisz  33:51 

So on Vital Proteins that people are looking at it I obviously gravitated towards the chocolate since I get it anyways. And so that’s what we’re looking at as the chocolate Vital Proteins.

Raphael Paulin-Daigle  34:03 

Yeah, so let’s look for example, just that the size selector. To me, there’s a bit of a lack of clarity, right. So if you see this right now you have the 13.5 ounces canister, but what’s the one next to it? It looks like wider but not as tall. Is it smaller? Is it bigger? Oh, turns out it’s bigger. I assumed it was smaller. Right? One of the things I wouldn’t necessarily say oh, just…

Jeremy Weisz  34:30 

I didn’t even notice that, by the way. I just was assuming that I was on the 13.5. Yeah.

Raphael Paulin-Daigle  34:40 

If the sizes are not actually shown, no one’s gonna know by those two images, that there’s a bigger size or smaller size like it’s not clear. And you obviously as a brand want more people to buy the bigger size. Chances are a lot of people wouldn’t even realize that there is a bigger size? Because it’s not indicated and you don’t see it unless you click on the image? And does that second image really give you a reason to click on it? Not really, it looks like the same thing except one is more squished. Right? So, definitely an opportunity there. Even within the size selector, I’m wondering, could we AB test having the bigger size selected by default versus the smaller size? I mean, I know when I order protein powders, and creatine and everything. Like I always want the bigger size, I don’t want to have to order every couple of weeks. Right? So how about that? Or maybe we do run a personalization test where for new visitors, it’s a smaller but returning visitors, it’s always the bigger, right? Opportunities there again. I see the size selector, right one two three. How about just motivating people to buy more through discounts or bundled discounts, instead of having something like this, something like we’ve implemented on Dr Squatch’s soap bars, where they have one bar, two bars, or three bars, and we’ve done similar things with a lot of different clients. Like if you click just on the Pine Tar Bar, you should see it unless there’s tests running right now that see one bar, two bars, three bars with Dr. Squatch, we didn’t we never even bothered to like offer quantity discount because we didn’t need it. But for a lot of other brands, you know, the quantity could be bigger, maybe it’s one bar, it’s 30 bucks, or, well, I’m talking about the protein, maybe when you get to two, it’s like two containers and free shipping. And then when you get to three, it’s three containers, free shipping and 10% off, right, lots of opportunities there both just in the way the size is displayed, and the quantity is displayed to increase AOV. And those are two ideas out of a million ways we could implement this right? Yeah, I’m thinking what other products go well with this, there could be checkbox upsells, there could be a built-in bundle builder that’s included within this. So anyways, I could go on.

Jeremy Weisz  37:17 

No, I love it. Yeah, so that’s kind of the product page piece. Let’s take a look. I know we only have a couple more minutes. Yeah. But let’s just take a look at some sites because I pulled some up ahead of time, obviously, he just mentioned, Dr. Squatch, which, again, all these things you mentioned here, I actually buy the products is interesting. But a couple things you want to point out on the Dr. Squatch?

Raphael Paulin-Daigle  37:43 

Yeah, well Dr. Squatch is a great direct-to-consumer success story. You know, they went from being a small brand to advertising during the Superbowl last year. Right. And the funny part is, we’ve actually been working with them for four and a half years. So we’ve seen that growth, pretty much from the beginning to today. And we’re still working with them as well. I think one of the things that makes them so successful is, they really have that understanding of testing as a way of growing, right, they are really, really big on testing to making sure things that look better, will actually perform better, and won’t destruct or completely destroyed their conversion rate. They really see it as a way, hey, obviously, we want things to make us more money. But we also want to make sure that things we implement don’t cost us more money. Right. So they see it as a way to experiment more than a way of just getting quick wins. And that mindset is something that really the entire company has. And they’ve done a really, really great job kind of rolling this out across departments how they do just their product releases. And they’re a prime example I think of why they were able to grow so fast. I’m not saying it’s because of CRO but it’s because the mentality that they have that obviously, our programs with Dr. Squatch have generated a minimum of a million dollars a month in additional revenue generated I’m saying a minimum because I haven’t checked it the updated numbers since like last year and it was above a million last year. So it’s probably even more now. But this I would say is one of the reasons why they’re so successful is because they have the right mindset when it comes to it.

Jeremy Weisz  39:39 

So I want to talk I pulled a couple up here. I don’t know if you’d rather do other land and I pulled up wore paint for men. Which one should we look at? Because we only have time for one? Okay.

Raphael Paulin-Daigle  39:54 

Yeah, I’m not super familiar with the brand but the reason I told you to open it is because this is the perfect example of a brand that is a bit new to its market, right? So they are selling makeup for men. And it’s not like, glittery makeup or anything, it seems like it’s very much, hey, just make your skin look better have more confidence in yourself. Obviously, you have a couple things there one, men who aren’t necessarily used to buying makeup will have a lot of questions around it, there might be some insecurities, there might be some concerns in terms of how it works, we’ll be off just that I’m wearing makeup, right? So how do you optimize for a site like that? Well, guess what? Sure, you could apply best practices. But the fact that I don’t know, a link is missing from some page may or may not be what helps you increase conversion the most. Right? It might be answering your customers questions that would help you increase conversions the most. So in this situation, this is a great type of grand where customer research is of foremost importance, because you get to find out understand and research, hey, why are people buying this? But also why are they not buying this and then you get to kind of utilize that to shape your message and hopefully remove any hesitations doubts or questions that customers have in order to make the purchase. So that’s why I wanted to go over that because yeah, I think this is a brand that has to listen to their customers.

Jeremy Weisz  41:33 

Raphael, I just want to be the first one to thank you. Thanks for walking through and sharing all this and if people want to learn more, they can go to to learn more from you and your site and you saw the swipe files you can check out any of the other information on their blogs or podcasts or case studies and I just want to be the first one. Thanks for sharing your expertise and knowledge.

Raphael Paulin-Daigle  41:56 

Yeah, thank you so much. That was a blast.

Jeremy Weisz  41:58 

Thanks everyone.