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HexClad’s creative testing calendar: the secret behind keeping track of and analyzing the hundreds of assets we launch every month.
Let’s dig in to how we:
- track creative launches
- track incremental creative success
- track creative type launch frequencies
V1 vs. today 👇
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How to make shopify landing pages your bitch,
Without the dread of editing code or paying for expansive themes.
Learn to increase your conversion rate & nurture your customers journey👇🏻
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PART 2️⃣: How to make Shopify landing pages your BITCH
... without the dread of editing code or paying for expensive themes (for advanced e-com marketers)
This 1 is gonna be good 👇🏻
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too many DM’s
here’s the template 👇
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we just launched fb ads in canada yesterday with very similar results.
$0.47 CPCs // $0.63 lp views
hexclad vs. the world 🚀
which market are we going to dominate next? 👀
we launched fb ads in australia today.
we've spent $600 so far, and the purchase conversion CPCs in this market are WILD.
$0.16 on a traditional purchase conversion campaign.
$0.20 on an asc+ campaign.
wild.
feels like 2013 arbitraging cheap CPCs in the U.S. market..
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For nearly every sale YTD, we’ve created a video highlighting our bundles and offers.
Moving into BFCM, we wanted to spice up that video with a holiday ad read from gordon.
this is not the final, just an example for the creative brief. should be an interesting iteration play 👀
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We are constantly optimizing this creative testing calendar and I'm sure it won't look the same by EOY.
If you have any feedback or ideas, drop it below 👇
Also, If you want a template to use for your own brand or agency, send me a DM.
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I’ve only been eating two meals a day for a while now, and I feel better than I ever have.
Before breakfast: fasted gym, lots of water
Breakfast (around noon): Eggs, bacon, avocado, potatoes
Before dinner: quick walk
Dinner (around 7-8): Ribeye or salmon, cucumber, mushrooms
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Chopping up Q2 strategy today at the Denver headquarters w the 🐐
@connorrolain
Stoked to help grow this brand alongside extreme talent. I finally feel like I got my passion back. ALL ABOARD 🚀
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- Attention Grabber/hook
- How it works
- Where + why it works
- Soft CTA (e.g. “see pricing”)
- Benefits from buying w you, not amazon
- Social proof (testimonials/reviews)
- Hard CTA (e.g. “YES, I want it!”)
- FAQ (overcome objections)
- Soft CTA (could be a sticky ATC)
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Which Golden Nugg would you want me to make a thread about:
- How to create purchase LLA’s from amazon reports
- How to scrape data from any public website (& fast)
- How to create higher than a 10% LLA
- Webflow hacks for higher conversion rates
LMK 👇🏻
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Value bomb 💣 for all Facebook marketers:
A 10% lookalike can be performing great,
But haven’t you always wanted to test HIGHER than 10%?
Well, you can, here’s how 👇🏻
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“How are you able to do the things you’re doing without a degree” & “You really should go back to college and set a good outline for your future”
lol
Shut the fuck up & watch
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Hit $150k for two consecutive months.
Flying on auto pilot.
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Don’t forget to add pixel code to your page to track certain custom conversions (e.g. ATC Buttons)
This is pretty advanced, and makes a huge impact at scale.
I created all landing pages shown:
no steal product pls <3
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one of HexClad's top-performing assets launched in the last 6 months.
shoutout to
@MattAugusta
who produced the asset-- from ideation to iteration, he's a deadly weapon.
so stoked for our next round of assets 🚀
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@herrmanndigital
Can’t agree more. Also using an ad bank campaign makes duping to traditional/organization so much easier.
Simple naming convention:
#1
- (product/collection/slight desc.) - (discount % if any) - (asset type) - (date)
Example:
#14
- Valentine’s - 20%C - IMG - 2.14
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Here’s me 7 months ago.
I like this picture because it shows me “learning” about different aspects of e-commerce
- inventory
- suppliers
- packaging
- product design
All of which are *integral* parts of online sales.
Don’t just master media buying— learn it all.
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Duplicating success is ez when you create the success in the first place
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We also use soft metrics to help inform iterative opportunities.
For example, if a creative has a high thumbstop, but low hold rate, we would test that same hook w/ a winning asset. If an asset has a high hold rate/CTR, but low thumbstop, we would test it again w/ a winning hook
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...AS SOON AS THEY HIT THE PAGE. Adding a background video will increase the average time spent on your website drastically.
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@ecom_con
@CoryDobbin
we’ve tested into plenty of vids/other ad styles, but statics have performed the best— our twit reps are also pushing statics as top-performer.
the biggest change from meta -> x is ad copy imo.
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Extra tip/hint:
Wonder why some landing pages only have CTA’s further down the page?
For higher ticket items, it forces the customer to sift through info/graphics—
Instead of bot-clicking ATC, without a full understanding of the product, and why they need it.
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Let’s talk big picture here...
Let’s say you are running split traffic to 2 different landing pages
From the pictures below, which landing page do you think would convert the best?
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Our creative testing calendar started as a way to ensure creatives are getting launched at a frequency that fit our needs.
Zoom forward 6 months, and it’s now something we rely on heavily from a performance and production POV.
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We also use this spreadsheet to help evaluate creative performance.
At a glance, we are able to determine;
-> how the asset performed vs. controls
-> if the asset has iteration opportunities
Attached is an example of an aggregate motion report that's created for each asset.
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The efficiency of an introvert
combined with the sales & persuasion of an extrovert
=
Success
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@SCHM7DT
Whenever you meet a 🐋 in your niche
Don’t immediately storm them with questions.
A perfectly reasonable relationship can be formed just by being personable.
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Influencers are under-utilized
Just got an email from an influencer with 10m+ engagement, wanting to do a promo vid...
Get this:
For FREE
Life is good.
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Imagine being able to narrow down ad sets by emotional status
Would change the game.
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(relatively) Big purchase today.
Waited 3 years for this moment.
Feel stoned.
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@andrewjfaris
Been a while building! I actually do think all brands should use something like this imo— maybe not as in depth as ours, but something that logs your creative tests.
It’s easy to forget what you tested 4 months ago, and easy for new hires/partners to over-use certain content
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@kobegatsby
Been seeing this strategy for a while now.
Twitter rt’s are cheaper than other platforms.
Content must be demographically aligned.
However, it would be a “quick hit”— but that’s not necessarily a bad thing. (I’ll take thousands of sales in a week rather than a month)
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Hard selling (obvious selling) will eventually be extinct
Wolf of wall street selling: obvious
Free + ship: semi-obvious
Twitter courses: not so obvious
ACTUALLY FREE product on front end w/ LTV subscription model:
Priceless...
(for now)
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Ahh yes, it’s quite obvious— the one on the right.
Why is it so obvious?
It’s clearly scannable, which means:
Customers are able to understand what your product does, how it works, & why they should buy now (...instead of tomorrow)
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When creating the layout for your next landing page, think about what the average info a customer needs to make a purchasing decision.
Usually consisting of a layout similar to this:
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From there, we can start understanding what hooks, sales sequences, and CTA’s are the most effective.
We are currently building an asset "warehouse", with our top-performing hooks, value props, sequences, CTA's, + more. This will create endless opportunities for iteration.
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2: Review slider
Using a review slider lets your customer read as many reviews as they want, without taking up important space (unlike review apps e.g. loox/alireviews). Usually placed halfway through your page.
In this case, video + reviews 🤩
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The beauty in having a calendar like this is that we are able to “tag” specific assets with;
-> Net new vs. iteration
-> Creative type
-> Creative angle
-> Page / LP
-> Launch date
This allows us to easily understand important asset details, and how they were launched.
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@couuor
Due to insane demand, we’ve extended our BLACK FRIDAY SALE!
Sale ends: June 31st, 2024
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Anyone know someone who can create custom checkouts? (w/ payment processors)
Reward included :)
Drop @‘s 👇🏻
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So, how does this “conversion rate miracle” work?
Unlike the last thread, this strategy doesn’t involve Shopify pages.
Using webflow, you can setup a page with a sub domain, such as
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Not only does this calendar help keep our internal and agency partners aware of what’s being launched, it also allows those without a background in media buying to understand how their specific assets performed
This has allowed us to become more effective with our testing budget
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5: Buy buttons
How do you take them off your page to purchase? Easy. Simply insert the buy button code from Shopify at any/multiple points on your page. You can also test ATC buttons using
dm if you want to customize the css of the buy button
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Once you’ve setup and published your page, you can start to add key elements.
1: Auto-play Background video
A background video always perform better than static imagery. ALL products need to be communicated, and you can use this key element to engage your audience...
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REQUIRED: a distinct new set of eyes on digital marketing.
play by the rules for fun.
get creative for profit.
If you’re not thinking outside of the box in slightly uncharted territories, you will forever stay in your small box of 2 orders/day.
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@ConversionDude
increased output is probably the number one answer, but creative diversity is also a big one. All agencies have their “bread and butter” when it comes to creatives, usually that falls in line with certain creative types— e.g. UGC, mashup iterations, channel-specific, etc
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$10 burrito or $10 more in ad spend which allows you to eat that $10 burrito for free...
choose wisely.
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What’s wrong with this video I made for bombtech? I made this video a while ago and it’s cool to see what changes I would’ve made now vs. when I was creating it.
Interested to hear what you might change 🤔⬇️
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The minority will succeed.
Narrow minds see only that and not the other 9/10 who fail.
Stop skewing your mind
Take notes of the failures
Get the bigger pic 📸
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Utilizing unprofessional, “edgy” leverage for social pages have skyrocketed recently
Wendys & Cornnuts are 2 advanced examples of targeted, “edgy” copy
However, you only see this on twitter, because their product is sold to all ages
Specialized copy for demo specific platforms
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You are actually FUCKED if you can’t;
- make a website
- edit small parts of html/css
- use photoshop (the basics)
- wake up and have the drive to kill a FUCKING TIGER
- sell something
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Using our account-wide aggregate category control metrics, we are able to understand how a specific asset performed in comparison to both account-wide testing AND that same asset type/angle.
The same reason you wouldn’t compare a recent launch to your assets launched 2 years ago
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@binghott
@herrmanndigital
You can use filters and other manual methods for negative comments— but in my experience sometimes negative comments can actually help build engagement. (Ofc brand to brand)
I used to start comment wars on alt accounts that would bring in engagement. 😂
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“Everyday is a Monday until everyday is a Saturday” -papajohn(dot)com
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4: Endless capabilities
You can do just about everything you can do with a regular Shopify page + thousands of more capabilities. From timers to sticky atc’s to a comment section.
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Don’t sacrifice an early month deciding wether or not your chosen niche is worthwhile—
Instead
Take a week to understand models around your niche and choose ONE.
Then go balls to the wall and disrupt that shit.
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@HireFireTeam
@danpantelo
@JeromySonne
@herrmanndigital
Daba’s and DPA’s in general should definitely not be overlooked— hit or miss but more often than not outperform static ads. Catalog size and product frequency both play into the potential success though.
Also, overlays have always outperformed reg DPA’s in my experience
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This helps us refine and understand what % of assets we are launching in each category, and if we are over or under-indexing.
Which in turn influences our creative sprints, and informs our creative partners on what asset types we should (or shouldn’t) be producing.
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@esgv_epilogue
Honestly that one shouldn’t be given out for free but I hate twitter money, so ya it’ll be free
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Instant success is the fast-paced route to long-term failure.
Split the focus between success and failures to make calculated decisions for growth.
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3: Near instant optimizations
Want to change an image? Or maybe test under-the-fold content placements? It’s as simple as a few clicks.
Really... it’s fast as fuq ;)
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Josephine sans + poppins
Unbeatable font pairing
Just check the latest luxurious brands...
e.g. Harry’s + many more
Innovative design = multiplied conversion rate (subliminal trust factor)
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@sebastian_dtc
@therahulissar
because the fractional improvement from turning it on (if it even does have a positive impact) isn’t worth client seeing random ad formatting issues.
If I had my own brand I would split test it tho.
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@GT3TV
@BowtiedJester
took about 2 weeks for our dev to figure it out… still so many issues with GTM setup.
feels like 2011.
has the best 1dc roas/cac compared to traditional paid social channels tho, so ig i can’t complain
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@iamshackelford
@finishwhatucart
Also guilty...
In my opinion, no media buyer should or would spend/scale unprofitably for any relative period of time (although I've seen it). However, it would be cumbersome to think 100% of that spend was spent profitably-- Sort of a catch 22.
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@binghott
@herrmanndigital
@uncrushednuts
Agreed, some brands will ALWAYS have a negative connotation, but honestly I’ve only worked with a few so I may not be that versed.
What’s products/brands are you advertising for that are hated that bad 😂😅
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@rokhladnik
The road back to you— understanding different personalities to help better identify myself and others.
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@Kalieth0
@rubirosajunior
You can already do this- to an extent:
- google adwords
- twitter ads
- blog ads
- YouTube ads
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@binghott
Way too many accounts optimizing for everything but purchase.
"Cheaper traffic 😜😎"
"Our CPC's dropped by 98%!"
"We focus on driving traffic, our website does the selling"
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@YousXP
Scared I will need validation for my whole life
When I know now I don’t want to need that validation my whole life
Money will always be my biggest weakness and strong point— but never for someone else.
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