Friday, Jan 10

Author

Crys A.
January 10, 2025

In partnership with

 đźš¨ In today’s newsletter đźš¨

  • UGC That Boosts ROAS by 30%

  • The Golden Rule of Creative Testing: One Variable at a Time

  • Seed-Stage VC Trends in 2024: A Wake-Up Call for DTC Brands

  • Ibrahim Nuggets

  • How Warby Parker Built Trust and Disrupted a $140B Industry

  • NBA, Oatly & More – Exclusive Marketing Insights Await!

  • Latest News: Meta drops fact-checking for Facebook and Instagram & more…

    Let's Dive Into It! 👇

#1

UGC That Boosts ROAS by 30%

JOIN 1,000+ BRANDS WHO TRUST MINISOCIAL

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Seamlessly activate 10, 25, 50, or 100 micro-influencers without any of the lift AND get content that converts, it's the best of both worlds.

#2

The Golden Rule of Creative Testing: One Variable at a Time

If you’ve ever tried to decipher why an ad flopped or soared, you know the frustration: Was it the headline? The visuals? The call-to-action? Or maybe the color palette? 

This guessing game is exactly why most creative testing goes off the rails.

The only reliable way to test your ads is by isolating one element at a time.

Let’s break down why this method is a game-changer and how to implement it effectively.

Why Testing Everything at Once Is a Recipe for Chaos

When you tweak multiple elements of an ad simultaneously, you lose sight of what’s actually driving results.

  • Too Many Variables, Too Little Clarity: Was it the new headline or the bold colors that boosted clicks? You’ll never know if you change both.

  • Confusing Your Audience: Drastically altering multiple aspects of your ad risks disconnecting your audience from your brand. Consistency is key to trust.

  • Wasted Time and Money: Testing everything at once often leads to inconclusive results, meaning more ad spend and time wasted on re-testing.

The Only Way to Test Ads Effectively: Isolate One Element

Think of creative testing like a science experiment: control all variables except one. This approach ensures that any changes in performance can be attributed to the element you’re testing.

What You Can Test, One at a Time

  1. Headlines: Test variations in tone, length, or focus. Example: Version A: “Get Fit Fast”. Version B: “Transform Your Body in Just 30 Days”

  2. Visual Aesthetics: Experiment with color schemes, font styles, or layout designs. Example: Version A: Bright, vibrant colors. Version B: Minimalist, muted tones.

  3. Bylines or Subheadings: Try different ways to reinforce your message. Example:Version A: “100% Organic Ingredients." Version B: “Pure Goodness, Zero Compromises.”

  4. Imagery or Video Elements: Test static images against motion graphics or different visual themes. Example: Version A: A product on a clean background. Version B: The product in real-life use.

  5. Call-to-Action (CTA): Swap “Shop Now” with “Discover More” or tweak the placement.

How to Structure a One-Variable Test

  1. Start with a Baseline Ad: Use your best-performing ad as the control.

  2. Change Only One Element: Keep everything else the same to ensure the results are accurate.

  3. Run Ads Simultaneously: Test versions in the same timeframe to avoid biases caused by timing or external factors.

  4. Measure the Right Metrics: Align metrics with the variable you’re testing. If you’re testing headlines, focus on clicks or engagement rather than conversions.

  5. Analyze and Iterate: Use the results to inform your next test. Repeat the process with another element.

Why This Works

Isolating one element eliminates guesswork. It’s the advertising equivalent of a controlled experiment, where you’re systematically uncovering what resonates with your audience.

  • Clear Insights: You’ll know exactly what worked and why.

  • Scalability: Once you understand which elements perform best, you can confidently replicate and scale those learnings.

  • Brand Consistency: Small, iterative changes ensure you’re not alienating your audience with drastic, untested overhauls.

Common Mistakes to Avoid

  1. Changing Multiple Elements at Once: Resist the temptation to tweak everything. You’re testing, not redesigning.

  2. Relying on Insufficient Data: Ensure you run your tests long enough to gather statistically significant results.

  3. Testing Irrelevant Variables: Focus on what matters most to your audience and objectives.

Testing one variable at a time may feel slower, but it’s the fastest way to uncover what truly drives performance. You’ll save time, money, and effort in the long run by making informed decisions backed by data, not guesses.

Do you need help building a testing plan for your ads?

#3

Seed-Stage VC Trends in 2024: A Wake-Up Call for DTC Brands

DTC Retail and Food sectors may have been shunned by seed stage VCs in 2024, but if you're in these spaces, don’t let it dampen your spirit. Great businesses often thrive where others hesitate to invest. Stay nimble, adapt, and play the long game.

#4

DTC Playbook: Graza’s Welcome Flow

Today, let’s break down Graza’s first welcome email. You receive this email from Graza if you go to their website, give them your email via a pop-up, but don’t make a purchase.

When this happens, you’ll automatically enter what we call, a Welcome Flow－series of emails to educate you, and then eventually try and get you to convert. This flow can include emails from the Founder, educational emails, us vs them, promo, etc.

Alright, let’s get into it..

What I Loved:

  1. Bright Personality: The email screams fun and welcoming vibes—“WELCOME!!!!” with a sprinkle of humor really grabs attention!

  2. Clear Focus on the Hero Product: The Starter Kit gets the star treatment with visuals and easy-to-digest info on what’s inside.

  3. Compelling Offer: Free shipping and a subscription hook (“save moolah”) are simple but effective CTA drivers.

  4. Nostalgia Meets Modern: The design feels retro yet fresh, making it stand out from overly polished DTC emails.

  5. Stand out: That’s a really nice way to end the email, and also emphasize on what they’re all about!

What Could Be Better:

  1. Too Much Visual Chaos: While the energy is great, the busy design can be overwhelming.

  2. Unclear CTA Hierarchy: “I’m ready” and “Subscribe” fight for attention. Prioritize one—are we pushing the kit or the subscription?

Takeaway for Your Brand:

Let your personality shine, but don’t forget to keep things clean and actionable. A well-paced email doesn’t just look good—it converts.

That’s a wrap

This wraps up our Graza series in the DTC Playbook! Over the past week, we’ve shared key insights into Graza’s Tech Stack, Meta Ads, Social Media Strategy, Website, and finally, their Welcome Flow.

For each post, we focused on one standout element from each stage of their funnel to give you actionable insights you can apply to your own brand. But there’s more!

We’ve done a detailed breakdown of Graza’s entire funnel—from their tools and ads to their customer journey and email strategy. This comprehensive playbook will be shared with all our subscribers shortly.

Stay tuned, and let us know which brand we should feature next in the DTC Playbook! đź‘€

Poll: Did you like the DTC Playbook Series

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#5

How Warby Parker Built Trust and Disrupted a $140B Industry

Back in 2010, Warby Parker convinced customers to buy prescription glasses online—something unheard of at the time. Their secret? Tackling buyer hesitation with a home try-on program that revolutionized e-commerce. Learn how they turned friction into opportunity, built trust, and disrupted a $140B industry.

Want to see how they did it?

#6

NBA, Oatly & More – Exclusive Marketing Insights Await!

The Ultimate Marketer’s Newsletter

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Subscribe to Masters in Marketing by HubSpot and get:

  • 🏀 Exclusive stories from brands like the NBA and Oatly.

  • đź“š Easy-to-digest tips you can act on today.

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đź“°IN THE NEWS

Meta has discontinued fact-checking on Facebook and Instagram, raising concerns about misinformation on these platforms. Without this feature, users and brands must navigate content more critically, potentially affecting trust and engagement.

X is considering removing timestamps from posts. This potential shift could change how users interact with content by de-emphasizing chronological context. For brands, this may complicate strategies around timely engagements and trend monitoring.

U.S. consumers increasingly rely on digital platforms, with shifts in social media usage, mobile shopping, and online spending habits. Younger demographics lead the adoption of tech-driven experiences. Adapting your strategy to match these habits ensures you're connecting with customers where they are—online and mobile-ready.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.

If you want to reach our audience, email [email protected] or set up a call here