Happy Friday, friends!
Hope you’re having a magnificent week. We’ve just entered one of the most fun (and busy) times of the year — events season. 🥳
This week some of the FERMÀT team took eTail West by storm, last night we co-hosted a really awesome dinner with Air here in Austin, and soon we’ll be heading to Shoptalk!
I’m excited to share that this upcoming Tuesday (3/4), I’ll be speaking on Okendo’s webinar — From Cart to Closet: Customer Marketing Tactics to Elevate Your Fashion Brand — alongside a number of DTC experts. The fashion industry is absolutely booming right now; global revenues hit a staggering $350 billion in ‘24. But standing out in the ultra-competitive DTC fashion space? That's getting tougher by the day. I’ll be sharing my favorite customer acquisition tactics that convert shoppers faster than ever before. 🔥 Even if you can’t join live, make sure to RSVP so you get the recording after!
We also released a killer new podcast episode featuring Dr. Anish Nanda of TikTok Shop giant GuruNanda. In the pod, Dr. Nanda discusses his transition from the world of medicine to e-commerce, highlighting the impact of TikTok on brand visibility and his strategies for navigating challenges associated with selling low-AOV products. You can listen to it here.
In this week’s newsie: a conversion-optimized veggie subscription, a $680 sleep headband, your invite to a VIP penthouse party at Shoptalk, and more.
Hope you have a very restful weekend! 🙂
Cheers,
Lex 💚
BTW - If you’re in Austin and you’re a brand founder/operator, I highly recommend coming to see us at Willpower’s SXSW Wellness House event on March 8th! There will be a ton of cool things happening at the house all day long — a morning run, a wellness lounge from Hyperice, CPG/ecomm programming from 10 to 3, and a pickleball party from 3:30 to 6:30. RSVP & more info is here.
🛒 Store of the Week
Pot Gang
This week’s featured store is SO much fun — and it’s highly conversion-optimized. Double win.
Pot Gang is a UK-based subscription brand that makes it simple for anyone to grow their own fruits, vegetables, and herbs at home, regardless of experience. Their monthly subscription boxes are chock-full of seasonal seeds, pots, peat-free compost, and detailed growing guides. They also include recipes! One of my favorite things: they have WhatsApp support called “The Potline” to help customers with questions. Adorable.
As you poke through their website, you’ll quickly see how bold, creative, and even goofy their branding is. But don’t be fooled — it’s not all fun and games. Pot Gang knows their CRO stuff. Let’s peek into some best parts of this site.
Homepage/Hero → Social-proof focused hero, which is critical for their brand value prop (making gardening accessible for all). They lead with “JOIN 50,000 OTHERS” before their H1, include their number of & avg ranking for Google reviews, and use customer UGC for their hero creative. The giant, color-contrasted “SEND ME A BOX” CTA is awesome.
Social Proof Banner → More social proof - scrolling logos from a variety of publications including BBC, The Telegraph, and The Independent. This is great in terms of speed and visual contrast.
”The Gang’s Harvests” → More social proof! Lot of solid UGC videos here to check out.
”No Guesswork, No Prep” → Simple product features section with emoji icons + another giant SEND ME A BOX CTA
”We Make Growing Simple” → No-fluff outline of how their subscription program works + another giant SEND ME A BOX CTA
”What’s in Each Box” → Easy-to-read breakdown of the types of products that come in each box. Wish this was more visual beyond the emojis, but good info nonetheless
”So, Who We?” → Really cute, playful, and highly branded “meet the founder” style section that humanizes the brand and helps build an authentic connection with shoppers
Buy Box → BIG fan of homepage buy boxes like these for stores with low SKU counts. There’s really no reason not to make it easy as possible for people to shop from you! Bonus points for the “gifting and one-off boxes” section here that supports non-traditional orders
”Seasonally Planned Seeds” → Great visually-rich section that sets product expectations for each season’s shipments, followed by customer reviews with another giant SEND ME A BOX CTA
”Pot to Plate” → Lovely recipe section that shows shoppers all the cool kinds of dishes they can make with their gardened items
”Growing Made Easy” → Lightweight Us v Them section that compares Pot Gang to traditional gardening, thus emphasizing the convenience and ease of use
”Get the Low Down” → Synthesized FAQ section for major purchase objections
”Gang Snaps” → More social proof — extra adorable in this section, lots of cute kiddos!
I’m already running a bit long here in this week’s featured shop section, but I do want to call out a few more of my favorite things that Pot Gang has implemented for CRO magic:
Overall, a simplified site structure. Homepage is dual purpose; it’s a homepage and a PDP. The nav just scrolls to different anchored sections on the page.
Sticky nav with giant BUY NOW CTA
Gift Subscription in the footer - great so folks can COMMAND + F for “gift”
“Other Growing” and “Gardening Gear” sections in the footer - likely designed to cross-sell prior customers
Y’all know I am a sucker for shops that are both fun & performance oriented! Bravo to the Pot Gang team.
🛍 Product of the Week
FRENZ Brainband
You’ve heard of smart watches and smart rings, but have you heard of this smart headband?
The FRENZ Brainband is a AI-powered headband that helps improve your quality of sleep. The headband reads your brain activity and plays personalized audio through bone-conduction speakers to guide you into a deeper, more restful sleep.
And like most smart wearables, the Brainband comes with access to the FRENZ app,
where you can track your sleep quality, position, oxygen levels, and heart rate in real-time.
Fair warning — it’s not cheap. But this isn’t your average wearable.
📖 Content of the Week
Ask a SEO: How Should Ecommerce Stores Deal with the Arrival of AI Overviews?
If you're wondering what those AI summaries popping up at the top of search results mean for your e-commerce traffic, look no further. This article from Search Engine Journal helps tackle the topic.
The article breaks down how AI-generated overviews could impact your product pages. It offers some pretty smart strategies for staying ahead of the curve, from spicing up your product descriptions to creating content that even the smartest AI can't simply summarize away.
I really liked expert SEO Kevin Gibbons’ take on turning this potential challenge into an opportunity. It's a quick read that gives you actionable tips you can implement right away to keep your products front and center, even as search evolves.
🎧 Listen of the Week
Honest Commerce E318 - Transforming a Simple Idea Into a Business, with Liam Eriksson
I stumbled across this episode of Honest Ecommerce this week and immediately knew I had to share it with y’all. Host Chase Clymer sits down with Liam Eriksson, the CEO and Co-Founder of GUY FOX, and wow—this conversation is packed with gold for anyone in the DTC space.
GUY FOX completely flipped the traditional fragrance buying experience on its head. Liam breaks down their super-smart sampling strategy that’s not only crushing when it comes to customer acquisition/CVR, but is also helping GUY FOX to build a loyal following in the highly competitive fragrance industry.
I also really liked Liam's candid discussion about balancing a full-time job while scaling GUY FOX. If you're wearing multiple hats right now, his practical advice on not overcomplicating your business processes is certainly worth hearing.
🧰 Tool of the Week
Hypotenuse AI
I feel confident that a whoooooole lot of brands aren’t thinking about SEO-optimizing their PDP descriptions. This week I've been exploring Hypotenuse AI, and it's a pretty neat solution!
Hypotenuse generates on-brand product descriptions at scale while optimizing for SEO, and can extract details from product images and vendor pages to enrich your data. Their image standardization feature is also pretty cool - it cleans up product photos by fixing backgrounds, shadows, and even improving resolution on lower-quality images.
Beyond product pages, Hypotenuse helps with blog posts, ad copy, and social captions, plus tracks performance across marketplaces like Google and Amazon. It integrates with Shopify, Webflow, and WordPress, making implementation easy breezy.
🌪 FERMÀT Funnel of the Week
Clocks and Colours Collaboration Funnels
This week's featured funnel showcases how rugged jewelry brand Clocks and Colours leverages FERMÀT to create powerful, dedicated shopping experiences for their artist collaborations.
Clocks and Colours specializes in hand-carved sterling silver pieces - and their new partnership with progressive rock band Polyphia demanded an equally bold shopping experience. Rather than simply listing collaboration products on their main site, the brand has created an immersive, narrative-driven funnel that truly celebrates this creative fusion.
The journey begins when fans encounter Polyphia x Clocks and Colours social ads. Upon clicking, they hit a collaboration-specific landing experience rich with custom videography, detailed product photography, and editorial content that tells the story behind this unique partnership. As shoppers scroll, they discover styling guides, size recommendations, and a curated "complete the look" section that showcases complementary pieces from the collection.
This funnel transforms a simple product showcase into a comprehensive brand experience. By leveraging FERMÀT, Clocks and Colours has created a dedicated space where the Polyphia collaboration can truly shine - complete with unique visuals, custom messaging, and targeted cross-sells that keep shoppers engaged with the collection.
Ultimately, FERMÀT enables the Clocks and Colours team to build these specialized funnels without disrupting their main ecommerce operation. They can rapidly launch and test collaboration-specific experiences without requiring extensive development resources - a serious advantage in the fast-paced world of limited-edition partnerships!
Want to build and experiment on highly-optimized, collection-specific shopping experiences like this one? 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.
From Cart to Closet: Customer Marketing Tactics to Elevate Your Fashion Brand
March 4 // Virtual
Join experts from Gorgias, Tapcart, Justuno, and FERMÀT as they share proven customer marketing tactics for fashion brands. You’ll walk away with actionable insights to strengthen customer relationships, boost conversions, and drive long-term loyalty—helping you elevate your fashion brand and create lifelong Superfans.
The Ultimate Vegas VIP Penthouse
March 25 & March 26 // Las Vegas, NV
Step into the ultimate VIP penthouse experience at Shoptalk 2025—where luxury, relaxation, and once-in-a-lifetime moments collide. Mingle with the Mike Tyson & snap a pic, sip a signature cocktail, unwind with a pro massage, and try your luck at our claw machine packed with insane prizes. Escape the chaos of the conference floor and join PostPilot, Postscript, Nift & more for two days of pure Vegas magic. Space is limited—lock in your spot now! 🎉
