🎉 CP#0046: An ode to Bennifer II

Welcome to Conversion Party #46. I missed you last week. Unfortunately, launching seven features, a brand refresh, and a new website nudged Conversion Party from the back burner to the uncleanable crevasse behind the stove. I’m only one man.

But this week, we’ve got…

• heatmap update: Compare mode. It’ll change the way you CRO your site (for the better)

• CRO Deep Dive: An ode to Bennifer II

• Goings on: We’ve got friends now (nbd)

• CRO Hack #356: CRO is understanding

• Obligatory Roundup™️: Random musings

Let’s ride.

HEATMAP UPDATE
Compare mode is the truth

Sure, other on-site analytics tools allow you to filter your data. But they limit you to viewing one segment at a time.

We… don’t?

Compare Mode enables you to apply filters side by side, providing a seamless toggle between each heatmap. This makes it incredibly easy to visually and analytically compare different segments.

Curious about the performance of Meta ads vs. Google ads? Done. Or how New Users compare to Returning Users? Easy. Purchasers vs. Window shoppers? It’s why we built the damn thing!

And if you’re far smarter than I am and interested in comparing two esoteric slices of engaged sessions I couldn’t possibly dream of, you can create two custom filters, throw ‘em in compare mode, and unlock insights unavailable anywhere else.

Of the seven new features we dropped last week, this one is by far my favorite (if you’re listening, sorry, heatmapAI). Give it a gander.

CRO DEEP DIVE
RIP Bennifer II

Experts move the needle. Celebrities move decimals to the right.

Yes, even niche ones.

It’s why influencers have become such an important part of brands creative process. They drive massive trust through their authority. This authority passes directly to you as the brand they are endorsing.

How many times in your life have you seen someone you recognize or someone with a title that you respect and automatically had a higher intent in your shopping experience?

The product didn’t change, your view of the efficacy of that product did.

So in memory of today’s Ben Affleck x Jennifer Lopez divorce news, we’re taking a look at effective use of celebrity.

Meet Beau Domaine, a skincare brand that leans heavily into, well, look:

Why?

• Brad Pitt - Duh!

• “Not another celebrity brand”

• Product visible in the foreground

What could be better?

• What are you selling? The copy doesn’t say that it’s a celebrity skincare brand.

• Would love to see him using the product

• Don’t know any of the core values of the product - would love to know WHY it’s better.

What did we learn?

• That the endorsement of a face we trust and love makes us want to learn more - it’s auto social proof.

  • You can leverage this is many ways - on landing pages, ads, product pages, etc. For instance: Brad’s routine and create a bundle around those products → would I use his routine? Yes, please let me look like him in Legends of the Fall!

• Counter positioning against yourself can drive massive impact in your copy → hit the objection before your customer can even think it.

• Show off your products in action, rather than statically - especially if there is nothing to see outside of a bottle.

GOINGS ON
Not nothin…

Instead of using that funky Beehiiv link widget thing that looks like a v1 display ad, Goings On is where we’ll share things we’re doing with friends soon. Interested in collaborating? Hit me: allen at heatmap dot com

DTCx8 (Sept. 4-5 @ 10am EST)

DTCx8 Global, the largest virtual eCommerce event, returns on September 4-5, 2024, bringing together top minds from around the world to share insights and strategies for eCommerce success.

The event will focus on AI, automation, and other emerging trends to help brands stay ahead in the evolving digital marketplace. Attendees will have the opportunity to learn from industry leaders, discover innovative technologies, and network with peers to drive their brands forward.

Nostra (Aug. 28 @ 2pm EST)

On August 28, we’re teaming up with Nostra to share CRO tactics that drive growth. The livesession will cover strategies that boost conversion rates while supporting sustainable growth, including avoiding common site optimization mistakes and implementing proven conversion practices. Don’t miss it!

The Singularity (Sept. 4-5 @ 10am EST)

Join over 20 of the biggest brands in DTC like Simple Modern, Ridge, HexClad, and more! These experts will delve into the strategies they’re using this Black Friday to drive insane conversions. It’s a two-day event with one goal … Equipping you with at least one takeaway to make your ecommerce business one percent better.

The Final Send (Sept. 9 @ 7pm PST)

Unfortunately, you can’t attend this one in athleisure. Hosted by Nick Shackelford and Druv Patel, it’s the first annual All White Outfit Themed CPG industry party. Come dressed up in all white outfits and let's hang out in a beautiful castle with amazing views :)

CRO HACK
#356: CRO is understanding //
Understanding is CRO

MOSTLY RANDOM
Obligatory Roundup™️

• Meta recommends ugly ads.

• Where were these when I was a kid? I took my sh*tty ham + butter sandwiches to school in a Market Basket bag.

• Shoutout to my former employer on the launch of their new website. Kno, too (the Reading Rainbow integration hits).

• Why are you sleeping on the Valuable shoe bag?

• I’ve had this song stuck in my head for two weeks, because “I-75 is the swallower of Christmas” is a bar.