Geometry of Growth, Issue #64

Hey there!

Happy Friday 🎉 Apologies for the late newsie send this week; just got back home last night after a long week in New York for NRF.

This was actually my first time attending NRF, and it was a pretty crazy conference. Some of the expo booths were wild. I think my favorite was Zebra - they demoed a crazy cool RFID clothing tagging solution that identifies shoppers' items as they enter a fitting room, and then displays recommended matching products from the store onto a screen so shoppers can build a complete outfit. Really rad.

Anywhoo, back to FERMÀT/ecommerce land!

In case you missed it, we announced some major product releases this week! You can check out all the details at the link, but here's a quick TLDR:

There's a whole lot of awesomeness in this new release; we can't wait for you to experience it all.

But for now, let's dig into this week's newsie. Inside: pro tips for AI prompting, the 16 human desires that fuel purchase behavior, and a breakdown of the buzzy new sleep health brand that's taking over Twitter.

Happy (almost) weekend!

Cheers,
Lex 💚

Extremely stoked to feature one of my new favorite brands as this week’s Store pick!

Multi-time entrepreneur Hugh Thomas has done it again. You may recognize his name; he’s the brain behind several winning DTC brands like Top of the Mornin’ Coffee and GIANTS, as well as an investor/advisor to Vacation Inc., Halfday Iced Tea, and more. Unsurprisingly, his years in the DTC space have led to another incredibly successful launch on his resume - Cuddle Sleep Health.

After over 2 years of development, Cuddle officially hit the market in November of 2024. They’ve been scaling rapidly since, and have already amassed thousands of glowing reviews. This brand has certainly already made itself a standout — especially with consumers who seek out quality formulations and research-backed natural products.

Cuddle’s entire shopping experience is highly optimized for their target buyer demographic: an educated, well-resourced buyer who’s interested in investing in a quality product (and not going to fall for a snake oil supplement). Let’s dig into how Hugh & his team have made purchasing this product irresistible with their store setup.

Starting with the homepage:

Because Cuddle currently only offers 1 SKU, the site navigation is both simple and effective for driving shoppers exactly where they want to go. Pages include Shop (a comprehensive, educational PDP), Science (an information-rich page on Cuddle’s ingredients with a buy box), Reviews (a jam-packed social proof page with both UGC & authority-positioned testimonials), and Learn (a mini-nav dropdown with linked pages containing FAQ, consumption how-to info, an About Us founder story page, and company contact info).

I refer to this site strategy as “elevated direct response”. Cuddle has skillfully blended proven direct-response principles with luxury branding and education-rich content to create the perfect shopping experience for their target demo.

Chef’s kiss.

Check out Cuddle here.

The old-school “chore chart” has been DTC-ified, and I’ll admit it…I love it.

Meet Charmspring’s Springboard. It’s an illustration-based visual routine board designed to help kiddos build daily routines, develop independence, and develop language skills.

Boards can be custom-built for kids ranging from newborns to 12 years old and are composed of illustrated magnetic tiles that represent various daily activities. It’s great for little ones, great for parents, and great for the Earth (because it’s made with eco-friendly materials).

Plus, it’s aesthetically pleasing! Big win.

Upgrade your chore chart with Charmspring here.

A quick read for this Friday afternoon! If you’re wondering how to get the most out of your GPT convos, this prompt guide from Ben Hylak (via Dan Mac) is a great reference point.

The Twitter thread is also full of questions & convos on maximizing the value of GPT interactions. Super interesting!

Read the Anatomy of an o1 Prompt here.

Not a lot of people know this, but back when I started my career in ecomm, I actually worked in CX. (And before that, I was a high school English teacher!)

Back in that CX role, my boss recommended that I read Drew Eric Whitman’s Cashvertising — and from there, I became a voracious reader of advertising psychology books. This video from Dara Denney covers the 16 Human Desires explored in another one of my favorite ad psych books, Who Am I? by Dr. Steven Reiss.

Give this video a listen to learn about the core human desires that drive purchasing behavior, and how you can use them to create ads that convert like crazy!

PS: Cashvertising is a must-read if you haven’t already.

Dive into the 16 Human Desires here.

I had the pleasure of meeting the Firework team at NRF this week and dang, what a cool product suite they have!

Firework combines the power of AI and video to create immersive shopping experiences. Features include digital showrooms, personalized virtual shopping assistants, and 1:1 virtual shopping with brand experts.

Basically, Firework helps you grab attention, keep shoppers engaged, and make buying way more fun. If you want to boost sales and wow your customers in 2025, Firework is definitely worth checking out.

Make shopping a blast with Firework here.

This week's featured funnel comes from Beam Organics - a wellness brand founded by former professional athletes Matt Lombardi and Kevin Moran, who are on a mission to revolutionize health through better sleep and all-day wellness solutions.

When transitioning between promotional periods, updating offers across multiple funnels can be a time-consuming process; it can even requires engineering support. However, with FERMÀT's new Offers feature, Beam transformed what was once a multi-hour undertaking into a seamless 10-minute update.

After seeing strong performance from their new year promotion, Beam was ready to transition back to their evergreen offer structure - 18% off all one-time purchases and 35% off all subscription purchases. Using FERMÀT's Offers feature, the team quickly implemented these updates across their acquisition funnels without any interruption to the shopping experience.

Let's look at how this evergreen offer comes to life in one of Beam's acquisition funnels for their women's health supplement, Glow.

The journey begins with an ad that drives to a "3 Reasons Why" listicle-style landing page. This page serves up compelling product benefits alongside authentic customer reviews and lifestyle imagery of women enjoying the product. As shoppers scroll, they encounter both an embedded buy box and multiple CTAs that open a product detail page. The evergreen offers are reflected within the embedded buy box, directly on the landing page.

Within the embedded PDP, the evergreen offer structure is front and center - 35% off subscribe and save, or 18% off one-time purchases for new customers. These offers are reinforced through highlighted elements in the product photo carousel. After adding to the cart, shoppers are presented with cross-sell opportunities featuring the 18% discount on complementary products and flavor variants. The cart experience includes an additional "we think you'll love these too" section, maintaining that compelling 18% off discount offer throughout.

By leveraging FERMÀT's new Offers feature, Beam has eliminated the technical complexity of offer management, allowing their team to focus on what matters most - creating compelling shopping experiences that convert. What once required engineering support can now be accomplished in minutes, enabling rapid experimentation and optimization of their acquisition strategy.

Want to experiment with your new customer acquisition offers within minutes?

Click here to book a demo, and we'll show you how.

👉 PS: Want to secure your spot on the guest list for future FERMÀT events in your city? Add your name to the VIP guest list here.

January 30 // Virtual

Join Motion, FERMÀT, and 10 performance marketing experts for this virtual event designed to help you make even better ads in 2025. You’ll leave with a long list of new ideas to try, new formats to master, and a deeper understanding of what is working right now on social ad platforms. A quick peek at some of the expert speakers on the lineup: Nik Sharma, Dara Denney, Barry Hott, Sarah Levinger, and Savannah Sanchez.

Save your spot here.