Issue 073: The FB Ad Strat that Built a $250M Brand

PLUS: 15 Product Page UX Best Practices

Do your hands hurt, yet?

You know, from all the high-fives you’re giving around the place for how well your BFCM promos are going. 🤷 

So, do they? 😀🙏😀 « *Emojis high-fiving*

Meanwhile, who wouldn’t want to be in Sam Altman’s shoes, right now? Literally the hottest human commodity on Earth, that guy. Somebody needs to turn him into a consumable ASAP.

| TWEET O’ THE WEEK

Key Takeaways:

  • Our latest e-commerce UX benchmark of Product Page performance reveals that 44% of sites have a poor-to-mediocre product page UX

  • As a result, participants during testing often abandoned suitable products — solely due to resolvable UX issues

  • In this article we’ll detail 15 best practices for improving your product page UX

The product page is the centerpiece of users’ product-purchasing decisions. It’s therefore crucial that product pages perform well for the end user.

However, Baymard’s latest e-commerce UX Product Page benchmark reveals that only 48% of the top-grossing US and European e-commerce sites have a “decent” or “good” product page UX performance — and no sites have a “perfect” performance.

Clearly, there’s much room for improvement in e-commerce product page UX.

In this article, we’ll provide you with the current state of e-commerce product page UX by describing the results from our research findings.

In particular, we’ll outline 15 best practices applicable to most e-commerce sites.

| YOUTUBE UNIVERSITY

How This Facebook Ad Strategy Built a $250 Million Brand

| TOGETHER WITH SHOP CIRCLE

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| QUICK HITS

  • @DaveRekuc: The results of testing my membership offer and the lift over/under the norm. [CHART]

  • @natelagos: One of the biggest challenges I face at Original Grain: managing our inventory. Now, you might not think that’s the marketing guy’s job, but let me tell you how I messed it all up to begin with, then you’ll see why it’s my job to fix it. 🧵

  • @heyitsalexP: I think there is a certain amount of irony in Meta marketing agencies saying "you need a unique product/angle/creative/etc." But their own "unique angle" is... "we'll scale you to the moon 🚀"

  • @daniellgoldstei: The best performing ad, across all of my clients, is a carousel using Shopify imagery and copy that says ‘you’re going to love these’. And it’s been cranking for 2+ months. Literally ignore the ‘you need to spend bajillions on ads’ people.

  • @andreilunev: 🌶️ Breaking: Facebook Engineer Explains The Learning Phase [Bookmark This]

| HERE FOR THE MEMES

| AND IN OTHER NEWS…

  • The OpenAI Saga:

    • How it started: The Verge: Sam Altman fired as CEO of OpenAI

    • How it’s going: The Verge: OpenAI board in discussions with Sam Altman to return as CEO

    • The Saga Continues: BBC: Former OpenAI boss Sam Altman pictured at firm's HQ amid reports of return

    • Please stop the ride, I want to get off: ITNews: OpenAI appoints new boss as Sam Altman joins Microsoft

  • Modern Retail: Thrasio struggles, Amazon gets into car sales & retailers expect muted holiday sales

  • Reuters: Amazon aggregator Thrasio prepares for bankruptcy

  • The Drum: These 6 trends will define retail and e-commerce in 2024

  • Marketing Dive: Teen TikTok usage plateaus — here’s what the numbers say

| GET LINKED

🚨 Don't overthink your hooks 🚨

Just look at this list of hooks for the most-viewed Reels videos about handbags:

The simpler the better.

Type your product in TT or IG search, write down the hooks, make content with those hooks. Watch a few go viral. Wash and repeat.

| THE OUTRO

We’ve got one more issue before Black Friday officially comes into view like a stunning and terrible behemoth of biblical proportions. We’ll be back soon with probably 15 updates on Sam Altman’s future.

So, stay tuned. ✌️

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