From AD to BAG : 4 Perfect Ecommerce Funnel Strategies

Aaron Orendorff: So my big idea here today is uh, getting small to go big.

Aaron Orendorff: Uh, personalization, okay? So I'm gonna walk you through not just uh, a number of ads, but also a number of funnels because, ha ha, spoiler, at Fermot, our tagline is create funnels the same way you create ads. This is a twofer. I'm gonna give you value, and I'm gonna dress it all up in the thing that we sell. You ready for this? All right. I am a shill. Barry's not, I am. Let's roll.

Aaron Orendorff: The three big ideas are gonna be offers, audiences, and value propositions. Aligning, focusing, not this siren call off of, I would say, meta into new ad platforms, but milking meta for as much as it is freaking worth. And the key to that is in your creative, going small to identify the offers, audiences, and value propositions that the machine, the greatest machine in the history of demand generation and demand capture that has ever been created, meta, can do its thing well. So that hinges on creative, but I'm gonna break it down throughout the funnel, offers, audiences, and value propositions, okay? Now, to do this, I'm gonna dress it up in some real brand clothes. Haha, pun intended.

Aaron Orendorff: First up is gonna be True Classic. Probably needs no introduction, right? One of the fastest growing, most successful D to C men's apparel brands in the history of all things internet, right? Now, this ad that I'm showing you right here, uh,

Aaron Orendorff: originally created for last year's Valentine's Day campaign. So there's a a couple vibe to it. Opens with this sort of ego stroking, and then all throughout the ad, I'm showing here on the left, you'll notice there's this emphasis not on single products, but bundle and save. It's inside of the CTA. And what we do at Fermot is allow you to take that exact same creative, just like True Classic has done here, embed it onto the page so it feels like an extension of that winning ad, and then merchandise it so that instead of going from the wait, what? I was looking at bundles, where are the bundles? Now it's a single sweatshirt kind of feel that often happens. You go right into a page with single shirt, bundle, bundle, bundle, arranged to buy more, save more. Now, it's the same thing when you go inside of the embedded PDP. You get the same thing when you go inside of the cart so that you've got like the three pack, upsell to six, upsell to nine, and then off into checkout, okay? Now, this is a one for one example. Very obvious when you look at the creative and the experience on the landing page.

Aaron Orendorff: More often than not though, especially when you're using stills, what you're gonna be doing is many to one. So in the case of True Classic, this is one of their most successful new customer acquisition campaigns. It's the only pay for what you keep, try before you buy. So they've loaded up multiple types of creative, uh, multiple, uh, images, uh, body copy, all driving to this very clearly connected try before you buy lander into a zero dollar product that carries on through to the cart with those bundle upsells we saw. And then no surprises when you hit checkout, it's still a zero dollar product ready and waiting for you there. This is one of the reasons that it's such a successful new customer acquisition is there's no hoops to jump through. It is simply a continuation of the offer on the front end all the way through, right? That's many to one.

Aaron Orendorff: Now, Laura Geller, and I love this. Uh, I think she already bounced from backstage, but this very first example from Laura Geller, here we're moving into personas, right?

Aaron Orendorff: Look at that. The five minute makeup routine, okay? So I'm gonna show you what the rest of the story looks like from this grid ad. Right into from the the grid five minute makeup routine to a landing page built exactly off of it, walking through what that routine looks like, embedded videos, checklists, right? Buy box, A plus Amazon reminiscent content into a PDP for the exact same item. And then what I want you to pay attention to here with Laura Geller, and I'm gonna show you a couple more examples from them in just a second, is that the upsells, in the case of the add to bag triggered, what we've got is the baked and brilliant color correcting foundation followed by brushes that are then also upsold once you hit the cart itself. So that uh, fourth panel right there is a really powerful two for one, building on top of the routine that brought them in to begin with.

Aaron Orendorff: Now, this is an example of a different product, different type of creative, why this one went viral on TikTok. This is the baked in brilliant color correcting foundation. So one item, continuation from the ad to the landing page, on into the product page. And in this case, what they're doing is they've actually dropped the upsell prices. So it's just the blending brush set to go with it, and then a concealer instead of the higher price point upsells that took place with the routine.

Aaron Orendorff: And we're gonna see something really, really similar as well in this third example from Laura Geller where this is their baked starter kit, right? So, still creative on the front end, going into the landing page. This is more of that advertorial five reasons why. Same thing happens here in the PDP, but notice that the the PDP upsell and on into cart has now been matching the actual shade and then the brush upsell, okay? Now, I may be giving new meaning to the phrase lightning round, but we're gonna keep going.

Aaron Orendorff: That that was offers. Now we're into personas, okay? Fresh Clean Threads. Fresh Clean Threads also probably needs no introduction, very similar to True Classic. You can see here on their homepage, this is live, Valentine's Day sale, predominantly focused on a male demographic, okay?

Aaron Orendorff: So, by going small to go big, what I mean is what Fresh Clean Threads has begun to do is launch women selling to women ads, then hitting a landing page that's reemphasizing very clearly who that demographic is and the driving value proposition behind it, so that it's merchandised with the female product front and center. We go into the PDP that's there, same thing, women's five pack V-neck added to, gets the crew five pack as the upsell.

Aaron Orendorff: So this is, this is what I mean by personas, matching that creative that can go find your audience to the experience of what happens next. They did the same thing over the holidays with women selling to men in this case, right?

Aaron Orendorff: So we've got that matching creative between the two to begin with, and then on to, if it's women selling to men, right? It's male products that are then on the PDP as well in the shopping cart itself. But of course, we've also got their bread and butter staple, which is men selling to men, matching on the PDP across the board. All right.

Aaron Orendorff: Value propositions. What do I mean by value propositions? Let me give you an example from uh, ARMRA and a few of these, okay?

Aaron Orendorff: So, uh, this is one of ARMRA's top performing ads. Very simple, and they've seated their account with a lot of contenders to this simplicity. Some of them are video creative as well. But it's the information, five benefits of ARMRA, it's kind of a take on the five reasons why. They experiment a lot with matching the hook and the content on the lander to their top performing creative.

Aaron Orendorff: This goes into the length that takes place on a landing page from five reasons to 10 reasons why.

Aaron Orendorff: Then they take their top performers, and when they launch new products, they look at this, look at this, just a simple change in the background, to now their new flavor that's been launched. And when you hit the embedded PDP, this is the comparison between on the right, the immune revival jar, $76 price point versus the new single product flavored drop, it's sticks for 34.67. So they're adapting the first product that you see through the funnel to match what takes place in the ad account, on that hero section of the landing page, and then on into cart.

Aaron Orendorff: But this is where these people get so freaking clever because it's not just five or 10 general reasons. They've also identified that their same product can serve various value propositions that in this case relate directly to hair. It also relates to beauty and skin, and it also relates to bloating.

Aaron Orendorff: So the ads in each one of these cases, right? Hair, skin, beauty, bloating, and then this is just one of my favorites that in my heart of hearts, I really hope that uh, Barry had something to do with. Have you pooped yet? Just one of my favorites, right? Okay.

Aaron Orendorff: So, if you take nothing else away from my presentation today, I want you to constantly be thinking about yes, those creative, those ads on the front end, offers, audiences, and value propositions. How are you creating a through line so it it matches your audience at every step of the journey.