FERMÀT
@fermatcommerce
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Maximizing conversion for thy brand through experimentation and highly-personalized shopping experiences 🛍️🛒
San Francisco, CA
Joined April 2021
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So out: Spotify Wrapped 2023
So in: Fermat Wrapped 2023
Shall we?
🤯 Top 5 Largest AOV Transactions:
1. $671.92
2. $626.81
3. $568.45
4. $567.22
5. $505.54
🤏Top 5 Smallest AOV Transactions:
1. $9.60
2. $11.51
3. $12.69
4. $12.98
5. $17.19
🤑 Largest amount of money saved
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🚨 New Series Alert: Equation of Excellence 🚨
Join our CMO,
@rabahrahil
, as he interviews some of the most ELITE Founders in Ecommerce.
Here’s a sneak peek into the episode with
@calebulf
, as he highlights the unconventional way he was able to find a co-founder:
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If you're an ecommerce brand, you're in trouble.
Conversion rates have hit a permanent plateau and the only way to break the trend is to try something completely different.
The answer lies in personalization. The answer is something called Modular Commerce.
Here's why 🧵
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How do world-class marketing leaders manage major projects?
Our own CMO,
@rabahrahil
, has built his entire career around organization, ownership, and flawless execution — all while making it look easy 💅
In a recent episode of the Equation of Excellence pod, Rabah explains his
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One of the most under-appreciated customer segments in ecommerce: The gifters 🎁
@natelagos
, The VP of Marketing for Origin Grain, offers an impressive case study on how to identify and reach your gifters:
If you haven’t seen them before,
@OriginalGrain
makes high-quality wood
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Wake up babe! New FERMÀT case study just dropped!
This is how we helped
@AllGoodles
decrease CPA by 46% with FERMÀT:
First - some context. Who is Goodles?
Goodles is a high-growth DTC brand making tasty comfort foods with nutritional value that’s missing from legacy products.
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During last year’s Black Friday/Cyber Monday sales,
@OriginalGrain
put up some astounding numbers thanks to their clever marketing strategy.
Peek the playbook 👀
→ Started the sale on November 1st
→ Up to 30% off (most items were 20% - 25% off)
→ Prices (non-discount) range
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There is one common factor driving growth for our customers: Experimentation.
So we created a new position: The Chief Experimentation Officer
CEOs we see killin it 🔥👀
@RishabhMJain
(obviously)
@jackybh
of
@duradry
@_phoenixha
of
@Ad_beacon
@seoulcialite
of
@Vgoodlight
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One of FERMÀT's core values: Celebrate each other's victories as if they were your own.
In any organization, regardless of your role or team, there's a tendency to focus inwardly. Your colleagues may be aware of their immediate team's efforts. Perhaps the broader department
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Friction is death by 1000 cuts. So how do you prevent it?
Every ecommerce brand builds out a customer journey to get their shopper from awareness to purchase as quickly as possible.
The problem is that each element is an additional opportunity for your customer to abandon the
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Brands building out their customer journey usually overlook three simple things:
1️⃣ They neglect landing page testing
2️⃣ They neglect written ad formats (articles and listicles)
3️⃣ They miss most of the opportunities to upsell in the customer journey
Let’s run through each of
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If your site doesn’t load within one second, you’re losing money.
Speed is the key to conversion.
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Have you ever read an educational article to make a purchasing decision? We have too 💰
Educational content can be one of the most powerful ways to help sell your ecommerce product. These are a few angles that we’ve found to perform consistently well:
• 5 reasons why this
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👀 SPOTTED IN 4K:
Our founders, Rishabh Jain + Shreyas Kumar, and our CMO Rabah Rahil, had the most unexpected weekend with none other than—our namesake—the legendary French scientist, Pierre de Fermat! 🤯
It was unreal.
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Whether you know it or not, every company is secretly a media company 🤫
And FERMÀT is no different.
For the past several months, we’ve been building out multiple media assets to share with the ecommerce community:
• An Educational Newsletter
• Two Podcasts
•
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Everyone talks about why AI will change ecommerce, but very few people talk about HOW.
Our take: the future is much brighter than you think.
Until recently, online shopping has been a one-size-fits-all experience. Most customers are served the same shopping experience
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Your marketing team is testing 100+ pieces of creative in an ad account in an attempt to optimize spend and increase revenue.
So, what’s stopping you from testing 50+ websites and product pages to do the same?
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Have you ever clicked on an ad for one product, only to arrive on a landing page with a completely different value prop? 🧐
When the brand doesn’t build their advertisements with the entire customer journey in mind, it creates inconsistency — All the money they put into earning
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Oof.
PSA for DTC marketers: make sure your customer journey is cohesive.
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Mathematical proof that your consumers are getting more sophisticated with their deal hunting 🤑
At FERMÀT, we have the unique opportunity to track ecommerce metrics across all of our DTC customers.
When we looked back at performance data from last year’s Black Friday/Cyber
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One of our most important values at FERMÁT:
Ownership and responsibility drive standards.
How do we achieve this? We use a simple model to assign ownership and delegate work according to each role.
It's called the RACI Framework and it has saved our team hundreds of hours 🕰
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Generative AI has changed the game for ecommerce brands.
There are so many different ways to take advantage of this new tech and it can seem overwhelming if you’re looking for a place to start.
So, we built our own little framework called the “AI Staircase” to help new brands
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Once cookies go away, brands will begin competing over the remaining closed-loop channels that will allow them to reach their customers. This includes ecosystems like Facebook shops, TikTok shops, the Amazon retail media network, and retail media.
That’s why it’s better to start
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Producing creative assets for a brand is an unending pursuit of perfection.
And, while perfection is impossible,
@OriginalGrain
has gotten pretty close in a short period of time.
In this episode of Equation of Excellence,
@natelagos
shares how his team was able to iterate their
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Talent is the lifeblood of any agency 🩸
So how do you know if you've found the right person for the job?
At FERMÀT, we use something called The Talent Matrix.
Here’s how to find the universal donors 🔭💉
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It’s not about how much data you’re working with, it’s about how you use it.
When a brand connects its e-comm site to FERMÀT, we’re actually able to take the product metadata and do a little magic 🪄
We use the product and product metadata to auto-generate shopping experiences
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A few simple ways to increase your CVR:
• Make sure the language in your ads matches the language on your landing page.
• Use relevant images and videos when possible to show the product in action (and also make sure the imagery matches the ad creative!)
• Answer any
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CALLING ALL CRO TEAMS: We made this one especially for you 🥰
We know you’re all a bunch of ambitious, curious experimenters. So, the FERMÀT team made it easier for you to run meaningful experiments, fast.
A/B test your discounting strategy, optimize your creative angles, or
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HOW DERMACLARA INCREASED ROAS BY ~50% WITH FERMÀT
If you haven’t heard of Dermaclara before, you’ll probably be seeing a lot more of them soon. They offer a natural solution for scar removal and stretch mark treatment through their 100% medical-grade silicone patches 🩹
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FERMÀT is bringing the heat to this DTC talk 🔥🔥
We’re hosting with
@rishabhmjain
, and we've got
@beckylitv
from Get Dirty +
@archittbatlaw
from Reach Digital in the mix. Get ready for AI creative goodness - ethical dilemmas, campaign insights, and all that jazz!
See you
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Show us the images on your PDP page and we’ll show you your future 🧙♂️
Most ecommerce professionals don’t realize this, but the order of the images on your product page has a massive impact on how the brand (and the product) is perceived.
Take
@Hero
, for example.
Any product in
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The best sales funnels are good for different reasons.
The worst sales funnels are bad for the same reason: They all leak 🚰
These are a few of the most common points in a sales funnel where customers fall off:
1. Right after the click from the ad — If your customer is
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We’ve said it once before and we’ll probably say it another dozen times before the end of Q1: Black Friday was a massive success for most ecommerce brands.
In fact, we recently got the chance to sit down with
@calebulf
, the founder of Haven Athletic, who shared some of his
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At FERMÀT, we ❤️ agencies.
Why?
Because agencies are first and foremost about people and expertise!
When you look closely, they're some of the most interesting businesses in the e-commerce ecosystem:
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Domino’s Pizza is one of the best performing stocks of the last 15 years.
We’re inclined to believe it’s because they’ve mastered the art of the upsell.
They take every opportunity they can in the ordering process to increase that AOV and make some more cheese 🍕💰
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Your customers when they land on a page that has totally different messaging than the ad they just saw.
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A successful product launch lives and dies by first-party data.
What’s the difference between selling out in the first week and flopping into ecommerce obscurity?
It’s all about the size of your list. Here’s why:
When launching a new brand or a new product, you need to be able
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Catch our CEO & CMO at VISIONS Summit Austin tomorrow! 🗣️👀
#SXSW2024
Our Nondeterministic Future: The Future of Web Commerce
w/
@rabahrahil
and
@rishabhmjain
of FERMÁT
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How can you make your brand’s influencer content even more effective? Just ask the team at Volt ⚡️
Volt is a boutique performance marketing agency that specializes in growing DTC businesses. Since 2018, their influencer whitelisting service has been the best-kept growth secret
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My New Year’s resolution is to reduce friction in DTC shopping experiences.
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autodidact x FERMÀT case study in 90 seconds or less:
The Client: Autodidact
Autodidact is a boutique performance marketing consultancy working with Seed to Series B startups to drive sales and acquire users.
The Challenge: Marketing agencies need modern, content-native
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An ecommerce brand is only as good as its customer journey.
But what differentiates a good brand from a great one? It's all about the attention to detail.
Here's a list of tactical tips for building a ruthlessly efficient customer journey:
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The best customer journeys have 2 fundamental traits 🧬
• Specificity
• Consistency
As an ecommerce brand, your job is to make sure your messaging speaks to a specific consumer base, then make sure that message never changes.
So, how do you tell if your brand has a specific
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Pro-tip to sell more products during the holidays:
Create articles pitching specific SKUs as ideal holiday gifts.
Use FERMÀT’s AI (shameless plug 😉) to generate articles that explain why certain products are great gifts for the holiday season.
With every brand on the internet
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Don't walk, RUNNN!! Our free DTC marketing funnel analysis is LIVE! 👇
BEHOLD ↓ The most comprehensive funnel analysis in DTC history
1️⃣ Full (124 Page) Guide
2️⃣ Step-by-Step LTV Playbook
3️⃣ Notion Database of 45+ Brands
Is the ecommerce funnel dead? Short answer: Yes.
Long answer: No, with a “but.”
Far from linear,
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To all the brand owners out there, let us save you a lot of heartache by telling you something that no one wants to admit:
Twitter (or “X” if you’re calling it that) as an advertising channel is completely overrated. Unfortunately, it doesn’t work for the vast majority of brands
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What’s 1 prediction you have about DTC in 2024?
(Wrong answers only)
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Now that third-party cookies are being phased out, retargeting is about to get weirder 🎯
The brands that have already invested heavily in DSPs and retargeting platforms are likely to be the ones who are most affected.
What’s the outcome of this? Just look at Safari 🧭
Even
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Big news! We're hosting a virtual conference: AI in Commerce on June 1st, ft. an impressive lineup of speakers in:
👩💻 Customer Support
🎖 Performance Creative
📉 Analytics
✍️ Copywriting
📷 Image Generation
Register now!
#AIinCommerce
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Buckle up for a mind-bending ride with our Season 3 opener: Potential and Prodigy! 💫
Hosts
@philwinkle
&
@rabahrahil
are digging deep into the world of Srinivasa Ramanujan, unraveling the secrets of intuition and genius. From ditching the norm to bouncing back from failures,
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The worst customer journeys all have the same things in common:
1. They lack consistency
2. They don’t consider the entire funnel
If your customer isn’t receiving the same message throughout the entire purchase process, you’re going to lose them.
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SXSW-goers, you don't want to miss this one. 👀 We're partnering with our friends at
@futurecommerce
for an epic event.
Featured speakers include our very own
@rishabhmjain
&
@rabahrahil
, along with
@pauljauregui
,
@alexa_lombardo
, and more.
RSVP here:
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Incredible humans.
Stunning restaurant.
Immaculate vibes.
TY everyone for coming out.
We'll see y'all tomorrow in NY.
Then next week in SF.
Hang out with friends, talk about business and fight about ChatGPT.. this is the good life. Thank you
@fermatcommerce
for a gorgeous dinner & great memories
Always amazing to see
@rabahrahil
@growwitharjun
@foodog85
@mattwisdtc
Mackenzie Knapp
Amelia Coomber
& so many more
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“Want a strong 2024? Consume fewer cookies 🍪”
— Google, probably
If you haven’t heard, Google has decided that they’ll begin the process of phasing out one of the most important web tools since the early 90s: Third-party cookies.
Through a new program called Tracking
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Social proof remains one of the most powerful tools for driving first-time sales.
One of the most under-utilized means of creating that social proof: Review articles.
These are the product articles with titles like:
• 5 reasons why this product changed my perspective on
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Influencers are still dominating brand marketing, and this is just the beginning 💅🏻
In fact, influencer activations are one of the most powerful ways to market your brand and drive sales, but only if you do it right.
Here’s how (in 30 seconds or less):
1. Influencer-branded
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HOW GOOD LIGHT DROVE A 50% LIFT IN ROAS USING FERMÀT
Born in 2021, Good Light creates gentle and effective personal care products for users for everyone, regardless of gender identity.
For several years, good light had been able to maximize their brand exposure through the
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The best marketing strategy is like a great cake — It’s all about the layering 🍰
First, you begin with your most important channels, including search and social. Search Engine Marketing might include SEO, Pay-Per-Click, Paid Search, etc. While Social channels can include most
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My kidnappers got tired of me talking about customer journey optimization…
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My old friend use to say
“You either get busy testing, or you get busy dying”
Every test you run is a small pile of stones in the yard.
Are you going to be a breakout brand this year?
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What’s the difference between creative testing and offer testing? 🎨
Trick question — They’re the same thing! And here’s why:
Creative testing can serve as a proxy for offer testing. If you don’t know which audiences will be attracted to which offers, try this:
1. Use the Meta
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We asked genius marketer and friend of FERMÀT,
@natelagos
, about his advice for people just starting out in marketing. These were his recommendations:
→ Follows industry professionals on Twitter like
@garyvee
and
@SeanEcom
.
→ Read the books about the fundamental principles of
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📧 Have you seen FERMÀT's Newsies yet?
Curated by our very own
@AlexaKilroy
!
Find out what she's raving about:
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Most marketers are optimizing for the wrong wrong part of the customer journey.
Why are you spending hours optimizing your homepage hero when the purchasing decision is made on the PDP?
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Some valuable advice from Nood’s Head of Marketing,
@BryanECano
:
You might have a great product. You might have the best ecommerce tools on the market. But, if you don’t understand your brand’s financial metrics, you only have half the story.
The next generation of marketers
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Seeing the value in both hypothesis-driven and discovery-based experimentation keeps us sharp.
We're all about blending these methods to keep our strategies fresh and effective 👇👀
Most people will say that being hypothesis-based is the primary way to conduct an experiment… but not me.
I think it misses the big opportunity.
There are two totally different, yet completely effective ways to conduct an experiment:
- Hypothesis Based
and
-
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”Content is always king.”
ICYMI: Joshua Feiber spills the tea on FERMÀT landing pages with
@alexmcea
— from video landers to advertorials, they cover it all. Plus, how Amazon and Walmart are changing the game. 🛍️
Get the scoop on content, layout + future gains from FERMÀT
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Without consistency, your customer journey is disjointed and doesn’t convert customers.
So, we polled our team of experts and put together a summary of the 6 functions of brand consistency (bookmark this for your Q1 strategy session:
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sneak peek of what thou hath missed:
Cool DTC networking party by
@AlexaKilroy
@fermatcommerce
Shoutout to the cool new people I met!
Hope to see you guys around SXSW!
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FERMÀT is using AI to help commerce companies enter a new era. How?
In the latest podcast featuring our CEO
@rishabhmjain
and
@saammotamedi
from
@GreylockVC
, they explore how FERMÀT is transforming the landscape with AI by creating end-to-end customer experiences.
🎧 Listen in
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Let’s talk about incrementality vs. attribution.
If attribution is a measure of performance, then incrementality is a measure of impact.
Attribution and the analysis of single variables are a one-dimensional way of looking at your business. It’s kind of like a proxy metric.
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Our CMO
@RabahRahil
isn't just your average shopper; he's THE DTC Hunter.
It's not just a review; it's a full-blown expedition into the customer journey, from first click to unboxing.
Catch up on episode one now:
"Babe wake up! The first episode of DTC Hunter by
@fermatcommerce
just dropped."
On the maiden episode of DTC Hunter, I take a walk down memory lane and review the 10 Most Absurd Purchases from 2023 🫡.
LMK which one is your favorite in ze comments?
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How often is your product purchased as a gift? How do you know? 🎁
If they were honest, most brand owners would tell you that they don’t know for certain. To find out, you just have to ask a few qualifying questions:
What’s the price point?
Is this something that someone might
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Still can't believe this is 🆓👀
This season was made possible through a partnership with
@fermatcommerce
Grab our 20-page companion guide and learn Five Principles to Bigger Thinking for freezies:
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Knowledge is power.
So how are you collecting knowledge about your brand through ruthless experimentation and then applying those learnings to out-scale your competitors?
Oh you aren’t doing that?
Let’s talk…
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Your brand isn’t upselling enough 🎯
It’s one of the quickest and most effective ways of increasing AOV. On average, upselling can increase total revenue by between 10%-30%.
The opportunities in your customer journey are endless:
• in-cart upsells
• in-checkout upsells
•
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Me after testing my 197th creative asset and still landing above my target CAC
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Hey DTC brands, there’s more to online sales than just having a killer product page...
We had the pleasure of having
@natelagos
on Equation of Excellence + he dropped some awesome eComm marketing pointers:
🔥 Conversion rate optimization (CRO) tips
🛍️ Black Friday & Cyber
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Are you going to The Whalies this year? If so, we'll see you there. 👀
Catch us celebrating the brand with the Best Customer Experience with our Whalie award. 🎉
PS - If you haven't voted already, you totally should. Here's the link:
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Introducing Pierre de Fermat, a French mathematician who developed a theorem based on 𝘵𝘩𝘦 𝘱𝘢𝘵𝘩 𝘰𝘧 𝘭𝘦𝘢𝘴𝘵 𝘵𝘪𝘮𝘦—a principle derived by the shortest path taken between two given points.
What does that have to do with us?
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Our Januaries may be dry, but they’re never boring 🎉
Especially for the non-alcoholic cocktail company,
@curiouselixirs
. Last year, they partnered with FERMÀT to elevate their UGC strategy and supercharge conversions during their peak season.
The solution was clear: using
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Have a need for speed 🏎️🔥?
With FERMÀT
✅ Automate your landing experience creation
✅ Dive deep with full-funnel insights
✅ Run multiple tests concurrently - discounting, shipping, gifting, you name it
Why take months to run tests that could be run in days?
Time is money.
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Cash ≠ Crash.
Tune in soon for expert advice from our live panel discussion on financing thy DTC brand. Avoid cash flow pitfalls and keep business thriving!
6PM EST 👇
There are few things more paramount for the growth of your DTC brand than financial responsibility.
If you aren't focused on cashflow and financing early on, your business may end before it even begins.
Tonight at 6:00PM EST, I'll be joining Daphne Che and Jason Fleming, two
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Meet our CEO and co-Founder, Rishabh Jain.
A trained physicist with degrees from both Wharton & MIT, Rishabh
@rishabhmjain
, wholeheartedly believes in Fermat's principle: everything in nature follows 𝘵𝘩𝘦 𝘱𝘢𝘵𝘩 𝘰𝘧 𝘭𝘦𝘢𝘴𝘵 𝘳𝘦𝘴𝘪𝘴𝘵𝘢𝘯𝘤𝘦.
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Each week
@AlexaKilroy
handpicks and highlights the freshest DTC finds you didn’t know you needed—check out the Newsies 👇
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Here’s our latest shopping showdown. We hit Vuori and Lululemon for a retail experience comparison.
Which one came out ahead? Let’s take a fast glance 👀
Vuori impressed
@rabahrahil
with great in-store aesthetics and standout customer service, but had a smaller selection than
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That link from earlier today has a new purpose. It’s the announcement of our latest feature.
FERMÀT Forever Links
Re-routable URLs that allow you to change the post-click experience of your content that’s already in-market. Go ahead click that old link.
Or just take this
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Another Wednesday, same whiteboard 🧑🏫
It's important to study impact moments -- the 10x or 100x moments tell you a lot about your business -- and I use a method inspired by Andy Grove.
We just went through a high impact moment at
@fermatcommerce
with our Series A fundraise announcement.
Around that announcement,
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your face after realizing that the growth and scalability of your business directly correlate with the number of experiments you run each month
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