4 minutes of eComm Wisdom: Niccolo from Kettle & FIre

So we leverage landing pages since the beginning we started to run paid ads. Landing pages are very critical for any paid traffic, because you want to leverage landing page every time you test new offer or different audiences, or like special deals.

In my opinion, it's the best way to convert warm and cold traffic to customers. We are currently leveraging landing pages, even for retail advertisement. So if we are trying to push traffic to buy on retail we still leverage landing page because with landing page, you can tell a story. You can focus on a specific call to action and a specific offer. Meanwhile, if you drive traffic to the site or PDP, the user could be distracted by a bunch of elements (different copy, etc). Meanwhile, with the landing page, you really laser focus the offer and you really nail down the copy to target the right audience.

#1 is being mobile first always, because you have to consider that 80% of visitors nowadays just browse through their phone. So you want to always create a landing page

that's mobile first, then #2 is copy, like I said, because users are going to browse through their phone, I don't think design is going to make such a big difference nowadays on landing pages. So the majority is going to come down to copy, especially if you are like into direct response copywriting.

So you really need to tell a really good story to make the user convert. And then #3 is the offer, we found out that having an offer with 3 bundles is usually the best. Especially because on a phone, you can actually see them all without scrolling basically. So it really helps with the conversion and then you can play with some anchoring with the pricing to the user to improve conversion over time.

Actually more than a year ago, we did a nice experiment where we were trying to increase subscription opt-in rate. There are some DTC brands nowadays that kind of, uh, when you, when you visit the PDP, you're going to see like a one time or subscription offer. Some DTC sites leave the subscription offer to be the default one, but we found out that there was a bunch of people canceling. So, uh, by, signing up basically by mistake. So a test that we did to increase subscription opt in rate, because then we switched to one time offer. The default one was to, at the first add to cart ask the user if they want to switch to a subscription or not. So before adding the one time product to their cart, a pop up shows up where we say "Hey, do you want to switch to a subscription? You can save up to 20% and get, you know, a bunch of benefits". And we found out that there was a 20% increase in opt-in rate while keeping the churn flat month over month. So that was a huge win

So we think that at Kettle & Fire, we have a great team that just manages affiliate and all the partnership from a small ambassador to like larger partnerships.

It's been the #1 channel for us since the beginning of DTC, where we invested really heavily to support those partnerships. And overall, it really comes down to relationship building at this point, in fact, the people that are currently managing the affiliate, in my opinion, are one of the best in managing relationship with people.

So it's a really like type of relationship based business nowadays, of course, when you need to establish a specific relationship. You need to do your own homework and understanding the audience. If you know the person is the right fit, but outside of that, when you unlock really good partnership, you're going to see exponential revenue coming in even, after many, many years.

So for example, for podcasts that we did in the past, or even YouTube video partnership that we did in the past. We still see some revenue on DTC coming through, you know, how did you hear about us through podcasts, through YouTube? So it really pays out in the long term more than sometimes in the short term.

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