Summary

In this conversation, Alex and Shreyas discuss the perception of FERMÀT as a landing page builder and how it differs from traditional landing page builders. They highlight the importance of coherence, velocity, and surface area in the FERMÀT platform.

They break down how coherence, velocity, and surface create the best possible ad funnels in DTC. Going into detail on each piece and why they are all core to what FERMÀT is building.

Takeaways

• FERMÀT is often perceived as a landing page builder, but it offers much more in terms of coherence, velocity, and surface area.
• Coherence ensures a consistent experience from click to conversion, while velocity allows for quick creation and iteration of experiences.
• Surface area refers to the range of customizable elements within the platform, enabling brands to experiment and personalize their campaigns.
• Experimentation and personalization are key to driving better results for brands, and Forma is investing in tools to make experimentation easier at scale.
• The focus on email and SMS channels opens up new opportunities for personalization and tailored experiences.

Sound Bites

"The real power of Format... is a philosophy question of how do you believe you should be iterating on your post-click experience?"
"I can create a hundred of these in a morning. I don't have to be as opinionated because how fast, how quick, and how risky this is isn't the same."
"Experimentation surface area... I can play with more pieces of the funnel with Forma than I can with just operating on my site."

Chapters

00:00 Introduction and Background
05:37 The Power of Coherence and Velocity
09:56 Exploring Surface Area and Experimentation
28:03 Exciting Developments in Product Strategy