March 15, 2022

#178 - Shaun Brandt, Oddit: Conversion As A Service. Optimize DTC Like A PM

50 minutes

Shaun Brandt, co-founder of Oddit, is a designer and brand builder who is an expert at perfecting the customer journey and reducing friction points. His extensive agency experience (Shaun co-founded a product design agency that grew to 80 employees) helping brands grow enabled him to create Oddit. This first-of-its-kind CRO platform helps DTC brands boost conversion & strengthen loyalty. Shaun chats with Blaine Bolus and Ramon Berrios to discuss what makes Oddit unique and common CVR mistakes brands make.

Building Trust
22:01 - 22:27
If you don't have a ton of reviews, just pulling in one review, right up front and center, instead of even telling customers what it is what your product is just let a customer or a reviewer do it. So things like that, or, you know, instead of listing number of reviews, maybe list how many products you've sold. So maybe you haven't gotten a ton of reviews, because that hasn't been part of your roadmap yet, but you've sold 10,000 units. That's, that's social proof, you know, 10,000 people have trusted you

Clear Communication
33:34 34:27
There's so few users that read every piece of your site, look at a heat map, right? Like it's, it, there's there's a reason there's very specific points that are hot and cold. And it's just doesn't happen, very few users are going to read that entire flow. So I think communicating within actions as specifically as possible is really critical. Same thing with on your PDP, when you have a checkout button, or an Add to Cart button. You know, people are like, they always shy away from putting the price on the Add to Cart button. And I mean, maybe if you're if you're really worried about people being price sensitive, I mean, they're gonna ditch it in their cart if they don't know the price anyway. But I think the simple fact of showing that price and the add to cart, it all it does is it make sure the user doesn't have to look back and forth to the top of the screen. And that little millisecond, it has the smallest effect on conversion and the smallest effect on their drop off, because it's just one less thing that they're doing.

Landing Page
38:59 - 39:34
What's unique about a landing page and where where I think brands could do a lot of learning is that by driving traffic to a landing page that's a little more flexible, a single page with storytelling, checkout. Kind of the full flow on a single page is you learn what works and what doesn't really quickly and you can split test a lot easier. And take those learnings back to your actual domain or your primary site and start to implement them on that end. I don't think you need to test them on both. A lot of the traffic is the same and a lot of the places that people get hung up is going to be the same.

Humanizing Products
24:59 - 25:56
For me UGC is meant to look like UGC, it doesn't always have to be this high produced expensive video, it can really be an iPhone video of someone using it. Because when it's positioned the right way in that story the fidelity really isn't as important anymore. And the same goes with your ad strategy. So I think that's one of the main things is visuals. Like, there's something to be said about the brands that have this beautiful Apple feeling of everything is so perfect and rendered exactly with the right shadows and lighting and sizing. And that's great. It definitely makes the product look high end and does build a certain amount of trust. But I think you really can't have that exclusively. I think you have to find a balance of not UGC, necessarily, but just that more organic like hey here's the product actually in use. I think that's something that a lot of brands are missing on at least on the website.

Alternative CVRs
27:20 - 28:29
What about the conversion rate of brand ambassadors, right? Like, you're gonna get a ton of people to your site that may not purchase, but if you make an impression on them there, they still might talk about it. like Graza olive oil is a perfect example. I can't even buy it. I can't order it in Canada, right? I can’t order it. I can't try it. But I know 10 chefs/ home cooks like I have preached that brand so many damn times. And I've never tried it. I don't know what the olive oil tastes like. I don't know how good the packaging is. I'm strictly basing it off of their storytelling on their site. And traditional CRO doesn't account for that. Right? That brand converted me into a brand ambassador without ever actually purchasing and I probably converted sales for them without them knowing or anyone knowing. But that’s CRO in the Oddit lens, right? Where you're telling a really unique story, you're showing a product really interesting. And you're doing it really organically in a way that converts people into brand ambassadors and brand believers without even ever trying the product. And I think that's a huge miss for a lot of brands where they're just like data, data data.