Hi friends!
Hope you’re having a magnificent day. Thanks to everyone who replied last week and shared feedback on the new look & feel of Geometry of Growth; I’m glad so many of you are digging it!
January is coming to a close, which means the ✨ month of love ✨ is upon us! This year, the FERMÀT team is celebrating every single day of the month, highlighting daily on social how high-growth brands are implementing FERMÀT into their growth strategy. We’ll also be announcing a ton of new feature releases (and upgrades).
To get the strategy scoop + first access to February’s new releases, make sure to follow Rishabh, our Co-Founder/CEO on LinkedIn & the FERMÀT LinkedIn account! 💘
Onto the newsie. In this week’s edition: Valentine’s Day funnel inspo, Q4 2024 ad benchmarks, mastering email/SMS CTAs, and more.
Cheers,
Lex 💚
PS: I’m trying out a fancy new referral feature at the bottom of the newsie. Refer Geometry of Growth to 5 of your friends, and we’ll send you a limited-run FRMT scarf for free!
🛒 Store of the Week
Freaks of Nature
This is one stinkin’ beautiful store. You guys are gonna love this one.
Freaks of Nature is a “performance-driven skincare brand” that was co-founded by pro surfer Kelly Slater just last year. They specialize in developing natural skincare made with bio-based ingredients, and they package it in Earth-friendly recycled plastic. The brand is designed to appeal to young, energetic, outdoorsy, and daring people — and their Shopify store certainly reflects that.
It’s worth noting that part of what makes this store so magnificent is Freaks of Nature’s vibrant, captivating creative assets. But let’s break down a few more things that make this store extra-special. Starting with the homepage:
First, a callout for the product imagery in the global nav. Freaks of Nature has such striking, high-contrast product packaging, and it’s definitely one of the factors that draws their audience to buy. Smart to use a visually rich nav here.
Really visually interesting split H1. While the H1 itself is more branded and less product-focused (F-K THE GYM AND GO OUTSIDE), they make up for this by clarifying that they’re a natural skincare brand in the H2. Love that they’ve included CTA buttons for both shopping individual sunscreens, as well as shopping bundles. They’ve also included a text section beneath the H1 that shares additional product features and benefits.
Big fan of the best-selling product grid beneath the header that dynamically updates imagery on hover. The lifestyle images here actually show the co-founders of the company (pro surfer, pro freediver, and pro climber) applying the brand’s products — great aspirational play here. Also like how the product cards show the price with 3 quick feature/benefit bulletpoints.
Very strong social proof section - LOVED BY THE FREAK COMMUNITY - with UGC videos. Wish these were shoppable, but I do like that they link out to the actual post so site visitors can learn more about real buyers.
Excellent shop & save bundles section with contrasting background color. This stands out really well against the rest of the homepage.
Beautiful videography section with three co-founder stories
Ingredient highlight accordion section with easy to comprehend breakdowns of their unique active ingredients
I also think Freaks of Nature has some really beautiful PDPs. Things I especially love:
Beautiful lifestyle + product video creative to start the product carousel
Subscription default on buy box with free shipping + pause/cancel anytime messaging. Clear pricing difference between OTP and subscription.
“Upgrade to a Bundle and Save” box
High-res imagery that clearly depicts how the product looks on skin after application (“MINIMAL WHITECAST”) — on multiple skin tones
Visually interesting, informative sections on how to apply, unique active ingredients, and more.
Big fan of Freaks of Nature’s store, and their stunning creative! This store is great inspiration for brands looking to create bolder and brighter shopping experiences.
🛍 Product of the Week
Deux Donut Holes
I’ve never been much of a true donut person, but I am certainly a ~ spend too much money trying things with pretty packaging at Whole Foods ~ person. Thus, my introduction to Deux’s “Enhanced Donut Holes”. Let me tell ya — these little guys are yummy.
They come in a bunch of different flavors, but my favorites were the Classic Glaze. While they certainly don’t taste like fresh donuts, they are yummy. More of a healthy alternative kinda situation. Their claim to fame is that they’re pretty low carb, with less than 7 grams of carbs per donut hole.
📖 Content of the Week
Tinuiti’s Q4 Digital Ads Benchmark Report
If you’re still noodling on your 2025 ad strategy (or just love nerding out over performance marketing data like I do), you’re going to dig this one.
Tinuiti just released their Q4 2024 benchmark report, and it’s absolutely packed with insights across paid social, search, display, and more.
Unsurprisingly, Meta remains supreme, showing a whopping 15% YoY growth, with Reels and Advantage+ shopping campaigns stealing the show. But you’ll also find some interest insights on Youtube, Google PMax, and Amazon advertising in here, too.
🎧 Listen of the Week
Mastering CTAs in Email & SMS Marketing | Effective Retention Marketing Techniques - EP 15
In the world of ecomm, we’re always looking for ways to squeeze more conversions out of just about every campaign we run. This episode of Send It — hosted by email marketing experts Jimmy Kim and Chase Dimond — is the email & SMS CTA masterclass you didn’t even know you needed.
In the pod, Jimmy and Chase team up to break down everything you need to know about crafting CTAs that actually get clicked. They dive deep into the psychology behind what makes people take action, share their tried-and-true tips for both email and SMS, and even expose the common pitfalls that might be tanking your conversion rates right now.
It’s a super actionable podcast episode. And that’s my favorite kind of podcast episode. 😍
🧰 Tool of the Week
Butter
Guys. I have been playing with Butter non-stop, and I LOVE it. This is not sponsored content. I just love this thing!!!
Think of Butter like Canva, but specifically for video creation. They offer modular templates, meaning you can quickly whip up brand videos or ads without starting from scratch — and they’ve packed in smart AI features like background removal, captioning, and “magic” resizing for various video formats.
The best part, in my opinion, is that you really don’t need any design experience to create eye-catching motion graphics. Butter makes it easy to create things like 3D product showcases, fluid text, dynamic callouts and customer quotes, and so much more. It’s hard for me to explain how awesome it is, so I recommend you just get in there and try it. Their free trial is very generous.
🌪 FERMÀT Funnel of the Week
Glossier's Valentine's Day Virtual Bundle Funnel
This week's featured funnel comes from Glossier - the powerhouse that has been revolutionizing the direct-to-consumer beauty landscape since 2014.
When it comes to seasonal shopping moments like Valentine's Day, a brands’ ability to experiment with and optimize unique offers is often inhibited by things like design and development resources. This is especially true when it comes to bundle experimentation, as bundles typically require additional operational adjustments.
Using FERMÀT, Glossier has elegantly solved this challenge by implementing FERMÀT’s "virtual bundles" within their highly successful evergreen fragrance funnel. The funnel begins with Valentine's Day-specific H1 messaging - "Nothing says 'I love you' quite like the gift of Glossier" - followed by a curated grid of their best-selling fragrances. As shoppers scroll, they encounter two specially crafted seasonal sections: Date Night Makeup and Daytime Makeup. Within these sections, Glossier leverages FERMÀT's virtual bundle functionality to create Valentine's Day-specific product combinations with associated offers.
What makes these virtual bundles particularly powerful is their simplicity of implementation. Rather than creating new SKUs in Shopify or adjusting fulfillment operations, Glossier can quickly experiment with different product combinations and promotional offers. The bundles are displayed alongside individual products in a strategic product grid, making it easy for shoppers to recognize the value of choosing a bundle option over purchasing a single item.
By leveraging FERMÀT, Glossier has maintained the high-converting elements of their evergreen fragrance funnel while seamlessly incorporating seasonal offerings. This approach allows them to capitalize on Valentine's Day shopping intent without compromising their core product strategy or operational efficiency. The ability to rapidly deploy and test these virtual bundles enables Glossier to optimize their seasonal strategy in real-time, ensuring they're maximizing every holiday shopping opportunity.
Interested in building funnels like this one for your brand? Click here to book a demo, and we’ll show you how.
🎉 Upcoming Events
👉 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.
eTail West BMW Experience
February 24 // Thermal, CA
This February, we’re stoked to team up with Digioh and SeaMonster Studios for a crazy unique eTail West experience — BMW racing! We’ll kick things off afternoon fireside chats from industry experts, nibble on some snacks, and then hit the racetrack for some hot laps with pro BMW drivers. This one is going to be an afternoon to remember! Spots are extremely limited; we encourage you to RSVP as soon as you can. Don’t forget to mark FERMÀT as the referring partner, so you get on the list.
