#general-chat

It depends on your category! Can you give a few more specifics?

Hi Nick, I'm looking for two separate categories – 'kitchen appliances' and 'beauty CPG.' Thanks!

We just hosted an event for CEW.org so here are my notes for beauty/cosmetic brands (TLDR you need all the shots, but depending on what type of brand you are and who your customer is, your mix and which one is your feature image will need to be tested). Kitchen appliances I'd need to dig into the archives on:

“BFCM is coming up. What should I be prioritising?”
• Greater ratio of New Visitor (vs. Returning). New visitors need to see:
• What are the classics/favorites/what you are known for
• Bundles and ‘starter kits’
• More Gifting intent than rest of year. Gifters want to see:
• gift options (duh) or Holiday “limited run/special edition” products
• Very clear return policies and other trust signals
Beauty/Cosmetics CRO enablers:
• Product imagery – need mix of on-model, on-table, texture shots, ingredient/decomposition shots, and “infotorial” pics (test your mix!)
• Trust signals – clinical stats, traceability of ingredients, REVIEWS (even some bad ones!)
• Representation – what does your product look like on variety of skin tones, body types, those with medical conditions. Is your product safe for elderly, disabled, those pregnant or nursing, etc.?
• Educational content – show how it’s made, how it works, how to use it (in simplest terms possible!)
• Upsells & bundles – beauty is a multi-faceted category so make sure you can monetize the whole experience
• Test, test, test – what works for one brand might not work for another

@Will Laurenson

This is awesome @Nick Selman! Thanks so much. As an aside, I've collaborated with CEW as a Creative Director for around 6 years. 🙂

They’re wonderful folks and we were lucky to get on their schedule. Our awesome partners at SUPERCO brought us along.