CP #60: Unidentified Frying Object

Welcome to Conversion Party. This week, we’ve got…

• 🪤 Clickbait: Do Your Own Research

• 🕳️ CRO Deep Dive: How Hexclad Tied Their Home Page + Super Bowl Ad Together

• 🗺️ Goings On: Not nothin’

• 🔦 Partner Spotlight: Roswell NYC

• 👾 CRO Hack: The best time to have a CRO strategy is now

Let’s ride.

🪤 CLICKBAIT
Do Your Own Research

Get your fix of the week’s best content with our Read, Listen, and Watch picks—complete with a dash of color commentary to keep things interesting. Whether you’re in the mood for a quick blog, a must-hear podcast, or a video that’ll spark new ideas, we’ve got you covered.

📚️ Read: Deep Research & Knowledge Value (Stratechery)

OpenAI’s new “Deep Research” tool can perform multi-step web searches and synthesize information, approaching a practical—but not truly creative—form of AGI. Here, Ben Thompson discusses how Deep Research saves time by generating useful, analyst-like reports on topics such as Apple earnings and interview preparation.

However, the tool occasionally omits critical information not readily found online, creating a misleading sense of completeness. Consequently, proprietary or “secret” data is poised to become even more valuable, while manual research risks disappearing.

Impact on you: Deep Research underscores how AI could revolutionize the way ecommerce brands operate, from inventory management to marketing campaigns. By rapidly synthesizing competitive data and consumer insights, this tool can help brands find new growth opportunities and refine their customer experiences more efficiently. At the same time, relying too heavily on widely available data—even if AI-generated—risks eroding brand distinctiveness. The real competitive edge for ecom brands will lie in combining proprietary knowledge with AI-driven insights to provide a deeper, more personalized customer journey.

Check it out

🎧️ Listen: Marketing Insights with Ari Rubin (EofE)

In this engaging conversation, friends of the pod Rabah and Ari delve into the fascinating world of marketing, exploring Ari's unique journey from humanitarian work to leading innovative marketing campaigns at Air. They discuss the importance of storytelling, creativity, and brand building in marketing, as well as the impact of AI on the industry.

Check it out

 📺️ Watch: Seal (as a seal) x Baja Blast

I refuse to endorse Coffee Mate, so the best, most unhinged Super Bowl commercial goes to… Mountain Dew. Powerful.

🎵 My flippers can’t hold Mountain Dew, it slips right on through, what a shame 🎶 

🕳️ CRO DEEP DIVE
Unidentified Frying Object: How Hexclad Tied Their Home Page + Super Bowl Ad Together

Discover the strategies and tactics you need to optimize for more revenue in ecommerce. In this in-depth essay we explore data-driven approaches, real-world examples, and proven best practices to help you drive more sales and revenue.

Every year, the Super Bowl transforms from a mere sporting event into a national celebration—complete with food, festivities, and, of course, a flurry of advertising. Even if your brand doesn’t run a costly TV commercial, the “Big Game™️ ” presents a golden opportunity to capitalize on the heightened attention.

Hexclad did just that, firing off a Super Bowl spot starring longtime pitchman Gordon Ramsay and known alien Pete Davidson.

Let’s take a look at how Hexclad prepped their home page to capitalize on an $8M ad buy.

The Hexclad Homepage: First Impressions and What Works

Clear, Event-Specific Messaging

On arrival, Hexclad’s homepage incorporates a prominent banner referencing the “Big Game Sale.” This is a strong move: visitors instantly know there’s a special offer.

By using event-specific language—“game day” or “Super Bowl”—the brand tailors its usual promotional copy to match a moment when many households might be thinking about new cookware (especially if they’re hosting a watch party).

• Why It Works: Specific, timely messaging grabs customer attention. It tells them there’s a limited-time opportunity, motivating immediate consideration.

• Action Tip: Create personalized or event-specific text for sales. Instead of “Winter Sale,” try “Big Game Kickoff Sale” or “Holiday Feast Special,” etc. Injecting specificity helps your brand stand out.

Showcasing Best Sellers Right Away

One of the standout design elements on Hexclad’s homepage is a clear, easily accessible display of four key product categories: Top Picks, Pans, Aprons, Knives.

Research shows that a significant percentage of users prefer a direct path to best-selling items. These items often have social proof—testimonials, popularity—and can simplify the decision-making process for people who are new to the brand.

• Why It Works: Presenting best sellers helps visitors quickly identify popular products. This reduces friction and offers a shorter path to purchase.

• Action Tip: Reserve prime “above-the-fold” real estate for your best sellers or hero products. Ensure each product listing includes concise, compelling descriptions and a quick “Shop Now” button for easy add-to-cart or product detail page navigation.

Incorporation of Social Proof

Whether it’s star ratings, high-profile endorsements, or user testimonials, social proof is a powerful persuader.

From Gordon Ramsay’s endorsement…

… to glowing customer reviews, Hexclad benefits from strong brand advocates. On the homepage, references to reputable chefs or popular cooking shows lend credibility.

• Why It Works: When a professional chef or satisfied customer vouches for your product, it helps build immediate trust. Customers are more likely to see the brand as high-quality and worth the investment.

• Action Tip: Clearly feature logos, quotes, or star ratings in a place where users can see them without scrolling too far. Make it visually distinctive (e.g., large quotes, prominent star icons) so visitors don’t skip over it.

Straightforward Content Blocks

Hexclad’s homepage is relatively simple and uncluttered.

The main sections—hero banner, best sellers, social proof—provide a clean layout that doesn’t overwhelm the visitor. Additionally, the sections that tie back to the ad creative, introduce deeper content (Super Bowl recipes!), and highlight Super Bowl-specific deals (BIG GAME SALES) speak to the brand’s commitment to timeliness.

• Why It Works: A pared-down design keeps visitors focused on the promotion and product selection rather than distracting them with too many modules.

• Action Tip: Organize your homepage into digestible sections. Each section should have a clear purpose—whether it’s educating customers, showcasing products, or offering a special discount.

Where Hexclad Can Improve: One-by-One Sections vs. Two-by-Two

Even well-designed websites have room for optimization. Here are a few areas where Hexclad could potentially improve its homepage experience to maximize conversions.

Our research indicates that grouping products in two-by-two sections on mobile yields better revenue per session. With large images stacked one by one…

… the homepage can feel elongated and might require too much scrolling.

• What’s Lacking: A single-column layout can work for certain sites, but for a brand like Hexclad that has multiple product lines, a grid or two-column layout is often more efficient. It also showcases more products at a glance.

• Action Tip: Use a responsive grid to show related items side by side. This approach not only reduces scrolling but also allows customers to visually compare products. Aim for clean photography and consistent image sizes so everything looks polished.

Copywriting Opportunities

While referencing the big game is excellent, the copy could go further in painting a picture of the cooking or hosting experience. For example, “Upgrade Your Game Day Spread with Hexclad Cookware” or “Impress Your Guests This Super Bowl Sunday.”

• What’s Lacking: Simple references to a “Big Game Sale” exist, but the deeper emotional payoff—making the user the hero of their own party—isn’t fully leveraged.

• Action Tip: Instead of generic sale messaging, tie the value proposition to the emotional context: hosting, fun, gatherings, or even healthy cooking. “Cook Like a Pro for the Biggest Game of the Year” can push a user from browsing to buying.

The Competitive Response: Caraway’s Clever Counterpunch

While Hexclad went big with its Super Bowl moment, Caraway seized the opportunity to run a complementary (and slightly cheeky) campaign that piggybacked on the buzz—referencing “alien materials” and “sci-fi fantasies” in both email and SMS. By leaning into an otherworldly theme right as Hexclad’s cosmic-style ad hit the airwaves, Caraway managed to position itself as the “earth-friendly, non-toxic” alternative, all without outright naming the competition.

It’s a classic subversive play: when a competitor invests massive resources to capture the market’s attention, a savvy rival can slip into the conversation by riding those coattails. In Caraway’s case, they used fun, on-brand copy (“Alien materials? No thanks.”) to underscore their cookware’s key benefits—natural ceramic coating and safe, non-toxic materials.

The timing is no accident: when consumers are actively searching for (or hearing about) Hexclad’s big event push, Caraway’s cleverly phrased messages create an immediate contrast that stands out.

Additional note, they may actually have had the BETTER strategy, given how sus that game was; folks were second-screening hard as hell by the time the Hexclad commercial aired 🦅 

Why It Works:

1. Timely Relevance: Catching consumers in the exact moment they’re talking about or researching Hexclad’s Super Bowl spot ensures Caraway’s message feels fresh and relevant.

2. On-Brand Tone: The playful, eco-conscious spin fits Caraway’s established brand persona and highlights its differentiators without being overly combative.

3. Minimal Investment, Maximum Impact: Caraway didn’t need a pricey ad buy to steal a bit of the limelight—just a targeted email and SMS blast with creative copy.

4. Subtle Yet Memorable: By not directly naming Hexclad, Caraway avoids legal or PR pitfalls while still nudging customers’ minds to compare the two brands on the spot.

In short, Caraway’s quick, clever approach demonstrates how a well-timed campaign can align perfectly with a competitor’s splashy ad—and potentially give Caraway a share of that spotlight.

Bringing It All Together: Hexclad’s Super Bowl CRO Takeaways

Hexclad capitalized on the Super Bowl by pairing celebrity endorsement with a zany creative campaign and some hellacious discounting. This all-out approach resonates with customers in the market for cookware, especially during a food-heavy event.

Here’s how we can summarize their wins and areas for growth:

🏆️ Wins

1. Clear Reference to the Super Bowl: Immediately signals a time-limited offer tied to a culturally relevant event.

2. Showcasing Best Sellers: Allows shoppers to see popular products upfront, reducing decision fatigue.

3. Clean, Uncluttered Layout: Focuses user attention on promotions and top product choices, preventing confusion.

4. Social Proof: Leveraging celebrity chefs and customer testimonials fosters trust and brand credibility.

📏 Room for Improvement

1. CTA Text Specificity: Using more compelling, event-themed language can boost click-through rates and conversions.

2. Visual Layout: Grouping product images in a more user-friendly grid might reduce scroll length and improve user experience.

3. Deeper Emotional Copy: Tying the product’s benefits to hosting or party scenarios can make the purchase feel more fulfilling.

For any brand seeking to maximize conversions around big cultural events, these insights form a playbook.

Start with eye-catching event references, refine your CTAs, leverage social proof, and ensure your site’s layout is intuitive. Combine these elements effectively, and you’ll transform curious site visitors into enthusiastic customers—especially when there’s a big game or other special occasion spurring them to shop.

As you plan your own event-based campaigns—whether it’s for the Super Bowl, Valentine’s Day, or a new product launch—remember these best practices:

• Be Specific: Generic sales don’t resonate like targeted offers that tie into a real-world event or emotional context.

• Optimize Your Layout: Align product grids, emphasize best-sellers, and keep the user journey fluid.

• Inspire Action: Inject urgency, scarcity, and a compelling call-to-action to prompt an immediate response.

• Stay On-Brand: Carry consistent messaging across your site, email, and social media channels.

Get these elements right, and you’re bound to see a surge in conversions—not just on the day of the big game, but throughout every special event you celebrate.

🗺️ GOINGS ON
Not Nothin’

Stay in the loop with our latest partner activations—from webinars and in-person meetups to fresh content collaborations. We’ll highlight upcoming events, share key takeaways from recent gatherings, and give you an inside look at what’s brewing in our network.

🛑 Stop Losing Sales: Proven Tactics to Fix Cart Abandonment

Join us for a live virtual workshop to discover proven strategies that will help you fix cart abandonment and recover lost sales. 💸

​What you’ll learn

🔧 Actionable tactics to uncover and address the hidden causes of cart abandonment
🎯 Tools and techniques to reduce friction and increase checkout conversions
🔥 Real-world examples from top eCommerce brands who’ve successfully boosted cart recovery and sales

🔓️ Unlocking Smarter Marketing: Overcoming Wasted Spend and Attribution Gaps

Wasted spend is so 2024. In 2025, we're unlocking smarter marketing, and overcoming wasted spend AND attribution gaps. If you want to take your marketing to the next level, you can't afford to miss this webinar!

On March 6th at 1 PM EST, we'll be joining Triple Whale, PostPilot, Justuno, and more for an un-missable webinar all about making the most of data-driven insights.

🤖 AI-Powered eCommerce: The 2025 Guide to Smarter Marketing & Sales

Discover 11 proven strategies that today’s leading eCommerce brands are using to enable AI, drive traffic, optimize conversions, and boost revenue in 2025. Sections include:

• Driving High-Intent Traffic with AI

• AI-Powered Website Optimization for Higher Conversions

• AI-Driven Checkout and Post-purchase Strategies

🔦 PARTNER SPOTLIGHT
Roswell NYC

Each week, we shine a light on an outstanding partner—be it an innovative tech platform or an agency doing game-changing work. Learn about their expertise, what sets them apart, and how they can help take your ecommerce strategy to the next level.

Roswell NYC builds tailored eCommerce ecosystems designed for scalable growth. As a trusted Shopify Plus Partner since 2016, they’re proud to work with brands like Amika, Pura Vida, Diane Von Furstenberg, IQBar, TYR Sport, and Bachan’s.

🪞 What sets them apart
Roswell specializes in empowering mid-market to enterprise brands through expert UX/UI design, custom development, CRO, retention marketing, content production, and full-funnel performance marketing strategies.

🎁 Special Offer: FREE UI/UX Audit
Kick off the year with a free UI/UX audit to uncover growth opportunities on your site.

🤔 Interested? Email [email protected] to learn more.

👾 CRO HACK
Never a better time to have a CRO strategy

Our featured tweet of the week, where we share bite-sized insights or a quick tip that’s making waves in the world of e-commerce. Consider it your fast track to staying updated on what’s trending.