Cove Digest: Edition #1

Happy Sunday! We’ve got a stacked digest this week with a slew of exciting things to dive into. So without further uhdo? adew? mountain dew? nvm. Let’s jump in:

• 📈 Free SEO Resource: Instantly Audit Any Page

• 💰 $1,830,274.33 Meta Ad (Breakdown by a Top 100 Advertiser)

• ⭐️ Design Inspo—A Clever TikTok Ad

• 🤨 Twitter Becomes… X? And Threads By IG Competes?

• 🕵️ Conversion Teardown: D2C Product Page (Above The Fold)

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Free SEO Resource: Instantly Audit Any Page

Created by Logeix—a Shopify SEO Agency.

Ever wonder if your site is set up well with technical SEO in mind but you don’t want to (or can’t afford to) get a full site audit done? Here’s how Logeix’s free page audit tool works:

1. 🧑‍💻 Enter a page URL and main keyword.

2. 👀 Initiate the website audit, verify your email, and…

3. 💥 BOOM! You’re given a comprehensive analysis of any page on your site.

Insights range from SEO title length and subheading structure to the soundness of your technical setup. And the best part? You can repeat the process as many times as you’d like. 👏

A Look Inside a $1,830,274.33 Meta Ad

Yeah, you read that right. Charley T is a Top 100 Advertiser with a whopping $1B+ in generated revenue, and we got a look into how he creates his best-performing ads 🥇 👀

The framework is based on the 3:2:2 Method:

3️⃣ Ad Creatives (Same concept, just edited differently)

2️⃣ Primary Texts (Ad Copies)

2️⃣ 2 Headlines

👉 Identify the winners, grab their post IDs (to carry over social proof), and add them all into one ad set with dynamic creative and campaign budget optimization. Here, allow fully BROAD TARGETING to do its magic, just narrowing by gender and country if applicable.

And that’s it. Charley used this setup to make $1,830,274.33 in 6 months from one ad. If you’re trying it out, let us know how it went!

Creative Inspo (TikTok Ad)

@beis

What’s in Shay’s everyday bag? ✨ The BÉISics Collection is available now!

Here are 5 reasons we love this TikTok ad creative (and didn’t scroll past it 😉):

1. The brand’s target audience is young women who likely know Shay Mitchell from her acting days (PLL fans, unite 🙋🏼‍♀️), creating familiarity

2. The video is recorded in a casual vlog style that feeds in light humor (perfect for the platform) and Shay jokes she’d like to remove items from her bag before giving viewers a look inside - piquing curiosity

3. Only later do you realize she owns the brand and the video is an ad

4. Shay stays relatable to the target audience as a young mom who carries random kid snacks and toys while demonstrating how beneficial the features are and just how much space is in the bag

You can’t help but notice the vast amounts of social proof (with nearly 500k likes and over 1,200 comments), showing how well the ad is performing among the target audience.

Another bonus: commenters ask a lot of questions about the featured product, which the brand is addressing extremely well by creating video replies - further boosting the reach of the product, and creating trust and organic reliability. Well done, BÉIS.

Twitter Becomes 𝕏?

Twitter becomes “𝕏” under the direction of Elon Musk, an ‘everything app’.

Since Elon and his investors took over Twitter in October of 2022, there has been a narrative that “Twitter is dead”, with that exact phrase trending multiple times over the last few months. 🪦

Interestingly enough, the data says the exact opposite. Twitter, excuse me… 𝕏 has seen an increase of +10.3M monthly users according to Elon Musk on 𝕏.

This raises the question, will 𝕏 become a more reliable landscape for paid media spending, or will it focus more on monetizing through its subscription model?

Threads by Instagram

Since releasing on July 5th, 2023—Threads by Instagram has become the single most successful app launch with an estimated 120 million users as of August 2nd.

Now the obvious reason is because it piggy-backed off the success of Instagram, but that doesn’t diminish the fact that they went head-to-head with Twitter, and seem to be having success.

As marketers, we have to keep a keen eye on new and emerging platforms. It’s easy to look back at changes to the marketing landscape such as the emergence of the internet and say “Well, obviously that was going to blow up," but the truth is that there were PLENTY of doubters during that time. Hindsight’s 20/20 after all.

Stay vigilant in keeping up with the times so you’re not left behind—at this moment, it means staying in the know with Threads by Instagram. Which, of course, we’ll keep you informed about developments each week.

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Conversion Teardown (D2C Product Page)

In this conversion teardown, we’re taking a look at a product page from On-Running.com and giving our take on what could be tested against the existing control—particularly from a desktop perspective.

Get a look at the page we’re referencing below:

Moving into our thoughts, here are the first two things that come to mind:

1. The navigation overlayed onto the product image while also being the most vibrant color on the page demands attention.
   
   On a home page, this isn’t as big of an issue… but, on a product page—the product deserves all of the attention.
   
   We would test bringing the nav bar above the product (ideally to the very top 👆 ) and giving it a more neutral color. Possibly even taking that same orange color and using it as an outline/border around the product details section.
   

2. The product details themselves (name, pricing, description, variations, etc.) are also overlayed onto product images, requiring you to click through on the bottom left to get a better look at the product. 🙅
   
   We would test containing the product images to the left side (possibly even within a grid) and having a more traditional layout for product details. After all, if it ain’t broke, don’t fix it. 👌

Now, our biggest gripe with this product page is the lack of trust signals—we’re not seeing any presence of social proof… not even a “⭐️ 4.8 stars out of 172 reviews”, a quality certification, or any sort of satisfaction guarantee.

From our experience with conversion optimization, adding social proof (particularly positive, relevant reviews) around the checkout process makes a dramatic and positive impact on the conversion rate. Give your visitors confidence in their decision to purchase your product!

Of course, all of this needs to be tested—none of these hypotheses are guaranteed and require a control and variant with a reliable traffic source and a decent quantity of impressions to be validated.

Et Cetera

• Skims (by Kim Kardashian) hits $4B valuation—Hubspot gives their thoughts on how.

• Shopify hits $1.7B in revenue in Q2 of 2023, +31% from Q2 of 2022.

• Twitter continues the rebrand to ‘X’ by changing its San Fransisco-based HQ logo.

• Upwork reports a Q2 2023 growth of +7% YOY for revenue (hitting $168.6M), giving more confidence to the rise of freelancing.