🎉FRMT SaaS Couture Line Giveaway Alert!🎉 To celebrate the launch of our SaaS Couture line, we’re giving away some of our fabulous pieces! Get a chance to win our Cloud Wrap Scarf, Cotton LTeeV, How Did You Hear About Us Hoodie, Secure the Banker Bag, and the Cashmere Cost Cap. Here’s how to enter: • Follow us on Linkedln, X, Insta, and TikTok: linktr.ee/fermat_commerce • Like this post 💚 •Tag a friend in the comments who would love to join our fashion revolution! 👯‍♀️ The giveaway ends on 10/21. The winner will be announced on 10/22. Don’t miss out on this chance to elevate your wardrobe with limited edition FRMT! Good luck, fashion lovers!

So out: Spotify Wrapped 2023 So in: Fermat Wrapped 2023 Shall we? 🤯 Top 5 Largest AOV Transactions: 1. $671.92 2. $626.81 3. $568.45 4. $567.22 5. $505.54 🤏Top 5 Smallest AOV Transactions: 1. $9.60 2. $11.51 3. $12.69 4. $12.98 5. $17.19 🤑 Largest amount of money saved in one transaction: $182 saved (BFCM promotion) 📦 Largest quantity of things in one transaction: 29 items ⏰ Hour with the largest transaction volume: 11/24/23 9PM-10PM PST 🏙 Cities with the most number of shop impressions: 1. New York City 2. Los Angeles 3. Phoenix 4. Atlanta 5. Chicago 6. Dallas 7. Houston 8. Philadelphia 9. Seattle 10. Denver Number of times we Doordashed Tartine for lunch at the SF office: 6 Number of times Shreyas asked to make a Doordash lunch order for him: 7 Average scoops of ARMRA ingested per day by the ENG team: 1.27 And lastly… Dollars donated to the Swear Jar: $39.76 🤣

🚨 New Series Alert: Equation of Excellence 🚨 Join our CMO, @rabahrahil, as he interviews some of the most ELITE Founders in Ecommerce. Here’s a sneak peek into the episode with @calebulf, as he highlights the unconventional way he was able to find a co-founder:

If you're an ecommerce brand, you're in trouble. Conversion rates have hit a permanent plateau and the only way to break the trend is to try something completely different. The answer lies in personalization. The answer is something called Modular Commerce. Here's why 🧵

Austin was on fire for the pre-launch party of our FRMT SaaS Couture– our brand-new Style as a Service line! From timeless pieces like our Cloud Wrap Scarf, Cotton LTeeV, How Did You Hear About Us Hoodie, Secure the Banker Bag and Cashmere Cost Cap, we’re bringing fashion’s finest traditions into the future.⭐️ The night was all about elevating the ordinary to the extraordinary – and we’re doing it in style through FERMÀT funnels, proving that innovation is woven into everything we do. Big thanks to everyone who made the night unforgettable, especially Chris H. @ecommcowboy, Dennis Suermeli, @jaronlukas, and @billmurphy42. Couldn’t have done it without everyone! Curious to see what’s next? Head over to our page to check out the official launch – because this revolution is just getting started! frmt.store/

Letting our Gen Z employee write our CEO's script... he ate that up though!

How do world-class marketing leaders manage major projects? Our own CMO, @rabahrahil, has built his entire career around organization, ownership, and flawless execution — all while making it look easy 💅 In a recent episode of the Equation of Excellence pod, Rabah explains his RACI system to explain how he assigns ownership for major projects across: Responsible The “Responsible” employees are the ones doing the actual work. These are the teams of people who build the solution and make it all happen. They take instructions from the Accountable. Accountable The “Accountable” employees are the team leaders or project managers. Simply put, this is the person who will either be yelled at or high-fived by the C-Suite. This person owns the project and is the one person who will be held accountable for its success or failure. Consulted The “Consulted” employees are the people (usually senior managers) who can give their feedback on miscellaneous ideas related to the project. They don’t have any deliverables or action items, but they’re a great resource for the Accountable to bounce ideas off of. Informed The “Informed” employees are the senior-most staff that need to keep high-level visibility on the entire project. They keep an eye on the initiative’s progress and are available to intervene on any major roadblocks. What’s the key to employing this system effectively? Create a project homepage that can serve as the single source of truth for everyone involved (the FERMÀT team is a huge @NotionHQ fan), then assign one of these four roles to everyone on the project. Want to learn more about the best ways to make your agency lean and mean? Check out the full podcast with Rabah linked below!

One of the most under-appreciated customer segments in ecommerce: The gifters 🎁 @natelagos, The VP of Marketing for Origin Grain, offers an impressive case study on how to identify and reach your gifters: If you haven’t seen them before, @OriginalGrain makes high-quality wood and steel watches for men. But, according to Nate, over half of their customers are actually women. This is an important indication that the “gifter” customer segment is a crucial part of their business. In response, they cater their marketing to the different segments during different times of the year. During Q1 and Q3, their customer base is made up of men purchasing watches for themselves. But, during Q2 (Father’s Day) and Q4 (the holiday season), most of the purchases are being made by wives and girlfriends for their partners. How do they know all this? Nate’s team conducts extensive customer surveys to gain a better understanding of their customer segments. If you’re a brand owner, are “gifters” an important part of your customer base?

👀 Check out @AlexaKilroy as she walks us through how we're selling FRMT items using our own FERMÀT Funnels!

Who is FERMÀT and why are we 𝗼𝗯𝘀𝗲𝘀𝘀𝗲𝗱? 🧵

Wake up babe! New FERMÀT case study just dropped! This is how we helped @AllGoodles decrease CPA by 46% with FERMÀT: First - some context. Who is Goodles? Goodles is a high-growth DTC brand making tasty comfort foods with nutritional value that’s missing from legacy products. They faced the challenge that their static PDPs (Product Detail Pages) were no longer performing as well as they used to. After launching in 2021, Goodles had the immense task of breaking into its brand category with massive incumbents like Kraft and Annie’s. They decided to pursue a strong omnichannel strategy — This required them to maximize the impact of their current paid media while lowering CAC. With FERMÀT, the solution was simple: Curating custom storefronts. Instead of being redirected to multiple separate PDPs, customers can shop the entire product range in one intuitive, attractive interface. These storefronts: 1. Highlight all of their best-selling flavors 2. Allow users to easily and natively checkout 3. Feature a branded video asset in the background Which creates a more engaging and convenient shopper experience. Changes are nothing without results though, and results we did see. These storefronts dramatically outperformed the brand’s existing PDPs, allowing Goodles to scale their DTC user base at far lower costs. We’re talking: • 127% boost in ROAS • 46% decrease in CPA • 4.4% in unit conversion If you’re looking to see results like these, shoot us a DM! We’re always open to chat 🙌

During last year’s Black Friday/Cyber Monday sales, @OriginalGrain put up some astounding numbers thanks to their clever marketing strategy. Peek the playbook 👀 → Started the sale on November 1st → Up to 30% off (most items were 20% - 25% off) → Prices (non-discount) range from $179 - $595 → Ended after Cyber Monday The Results 📊 • Customers that bought from 11/1 - 11/25 had a 30% higher LTV than customers that bought on Black Friday weekend • Cyber Monday was about 80% of BF/CM sales (65% projected) • The sale had been live for 20 days before sales really ramped up

There is one common factor driving growth for our customers: Experimentation. So we created a new position: The Chief Experimentation Officer CEOs we see killin it 🔥👀 @RishabhMJain (obviously) @jackybh of @duradry @_phoenixha of @Ad_beacon @seoulcialite of @Vgoodlight @AaronJNosbisch of @drinkbrez @RyanBartlett of @trueclassictees Who did we misseth?

NYC, the MoMA, and a room full of visionaries? Not your average Tuesday. 🗽🎨 VISIONS: @futurecommerce brought the future to life with bold ideas and impressive speakers like Nikita Walia, Elliot Vredenburg, @caseymlewis, @daisandconfused, Erica Chen, and @dietznutz! We're thrilled FERMÀT could support! 🚀

One of FERMÀT's core values: Celebrate each other's victories as if they were your own. In any organization, regardless of your role or team, there's a tendency to focus inwardly. Your colleagues may be aware of their immediate team's efforts. Perhaps the broader department catches a glimpse of these endeavors. Yet, beyond these circles, the wider company remains largely in the dark about the individual and collective achievements that contribute to our success. That's why, at FERMÀT, we champion the practice of Celebratory Sharing. Roughly once a month, individuals from various teams take the opportunity to spotlight someone else's achievements over the past four weeks. This initiative serves as a bridge, connecting different parts of our organization by illuminating the hard work and success of others — fostering a culture of mutual appreciation and respect. We often overlook the power of acknowledging and celebrating the accomplishments of our peers, but we’re on a mission to shift that mindset. Adopt this approach with your team and the positive atmosphere it creates may just surprise you!

Too real.

Friction is death by 1000 cuts. So how do you prevent it? Every ecommerce brand builds out a customer journey to get their shopper from awareness to purchase as quickly as possible. The problem is that each element is an additional opportunity for your customer to abandon the process altogether. These elements are what cause friction in the first place. To add insult to injury, that added friction makes the final ROAS more difficult to calculate. How are you supposed to determine your true return if you have customers constantly entering and exiting your sales funnel? That’s why, at FERMÀT, we believe that content-driven commerce is the antidote to sales friction 🧪 — It maximizes the likelihood that a user will convert on the spot after seeing your ad. This has an immediate and direct impact on both ROAS and CAC. To tackle this, we built out an entire suite of tools dedicated to pairing high-performing influencer content + testimonials with storefronts. It has helped dozens of major ecommerce brands substantially reduce friction and increase profitability. After all, friction isn’t a feature, it’s an obstacle 🚧 If you want to learn more about how to remove friction from your customer journey, drop a comment below!

If your site doesn’t load within one second, you’re losing money. Speed is the key to conversion.

Brands building out their customer journey usually overlook three simple things: 1️⃣ They neglect landing page testing 2️⃣ They neglect written ad formats (articles and listicles) 3️⃣ They miss most of the opportunities to upsell in the customer journey Let’s run through each of them, in detail:

🎙️ New Equation of Excellence episode out now! @rabahrahil chats with @dankenger, Chief Design Officer at @wearehims & @wearehers, talking all things design—from creativity to business impact and gaining a competitive edge. Take a listen! Link down below ⬇️

Whether you know it or not, every company is secretly a media company 🤫 And FERMÀT is no different. For the past several months, we’ve been building out multiple media assets to share with the ecommerce community: • An Educational Newsletter • Two Podcasts • Measurement Talks — @rishabhmjain and @BryanECano discuss current trends in ecommerce • Equation of Excellence — @rabahrahil chats with ecommerce Founders about their journey • A Seminar Series • This series invites world-class operators and ecommerce experts to give a live seminar on a topic of their choosing • COMING SOON: A third podcast Over the next several years, everything we do will be focused on education, entertainment, and community. Want to join the community? Check out our channels in the replies below! 📺

👀 SPOTTED IN 4K: Our founders, Rishabh Jain + Shreyas Kumar, and our CMO Rabah Rahil, had the most unexpected weekend with none other than—our namesake—the legendary French scientist, Pierre de Fermat! 🤯 It was unreal.

Have you ever read an educational article to make a purchasing decision? We have too 💰 Educational content can be one of the most powerful ways to help sell your ecommerce product. These are a few angles that we’ve found to perform consistently well: • 5 reasons why this product will improve your life • 3 different problems solved by this product • Our product vs. the competing product • Here’s why this product isn’t for you If you’re not making your educational content shoppable, you’re losing the advantage that you gain as the resource that delivers the knowledge in the first place.

Everyone talks about why AI will change ecommerce, but very few people talk about HOW. Our take: the future is much brighter than you think. Until recently, online shopping has been a one-size-fits-all experience. Most customers are served the same shopping experience regardless of where they came from and how they arrived at the product page. This is largely why average conversion rates across all categories hover around 2-4%. This is where AI stands to make the greatest impact. At FERMÀT, we’ve been using AI to generate various product pages and match them with a number of different customer profiles and shopping experiences. As a result, we’ve seen these consistent spikes in performance that vastly outperform the one-size-fits-all shops. The key to this approach is personalization. The more personalized the page to a specific demographic and customer journey, the higher the conversion rate. With this improved conversion comes improvements in other ecommerce metrics, including: • Reduced CAC • Contribution margin lift • Increased ROAS And it’s all thanks to AI ✨

Your marketing team is testing 100+ pieces of creative in an ad account in an attempt to optimize spend and increase revenue. So, what’s stopping you from testing 50+ websites and product pages to do the same?

Have you ever clicked on an ad for one product, only to arrive on a landing page with a completely different value prop? 🧐 When the brand doesn’t build their advertisements with the entire customer journey in mind, it creates inconsistency — All the money they put into earning the click just disappears. That’s why an inconsistent customer journey can kill a brand. TLDR: when you’re building your sales funnel, think about every step of that funnel.

Last week, FERMÀT hosted Cipher AI at the iconic Oheka Castle 🏰—bringing together 34 brilliant minds across ecommerce: founders, brand leaders, AI experts, and engineers. An unforgettable retreat shaping the future of commerce. 🎥 Watch part 1 below as Willow gives us a behind-the-scenes look at the prep, the people, and the conversations that made Cipher AI so special. Part 2 drops tomorrow. Stay tuned 👀

One of our most important values at FERMÁT: Ownership and responsibility drive standards. How do we achieve this? We use a simple model to assign ownership and delegate work according to each role. It's called the RACI Framework and it has saved our team hundreds of hours 🕰

Mathematical proof that your consumers are getting more sophisticated with their deal hunting 🤑 At FERMÀT, we have the unique opportunity to track ecommerce metrics across all of our DTC customers. When we looked back at performance data from last year’s Black Friday/Cyber Monday, there was one performance metric that really stood out: Conversion rates on websites and landing pages were unbelievably high. Across all FERMÀT pages, the average conversion rate was 4.93%! This is almost double what you might expect during any other time of year. This tells us a few things: • Consumer intent was high — Instead of purchasing sporadically and impulsively, consumers were prepared to spend money over a longer time period. • Customers are shopping strategically — For years, the BFCM “season” has been growing longer and longer. Brands are beginning their sales earlier, and the promotions are bleeding into the December holiday season. As a result, consumers are likely to be more decisive about their purchasing decisions and spread out their spending over several weeks. • Some brands saw this coming — It’s clear that some brands have responded to this change in consumer behavior. Last year’s BFCM didn’t see as many deep discounts — The days of steep discounting to achieve high sales volumes are over. These brands now understand that lower sales volume + higher conversion requires a different pricing strategy. • Many brands were caught off guard — Some marketing teams weren’t expecting their advertising to achieve such a high conversion rate. As a result, ad spend was much higher than anticipated for these brands. Luckily, the higher spend was offset by a higher ROAS. The ecommerce landscape is clearly changing and consumers are getting more and more sophisticated with their own buying habits. After all, brands only have to set incentives for their own line of products. Customers, on the other hand, have to navigate an entire ecosystem of promotions and incentives. It’s made them far more sophisticated shoppers, requiring marketing teams to be more agile.

Oof. PSA for DTC marketers: make sure your customer journey is cohesive.

Talent is the lifeblood of any agency 🩸 So how do you know if you've found the right person for the job? At FERMÀT, we use something called The Talent Matrix. Here’s how to find the universal donors 🔭💉

LIVE: CX, But Make It Profitable with 20+ DTC Leaders 🗓April 16th at 11am PT Here’s the ridiculous lineup ↓ Unilever’s Alexis Katsafanas @jesscervellon, Open Late Collective Ridge’s CX Dir, Megan Johns Hexclad’s @Michael_Ludwig @michaeljbair, Bair Consulting (Fmr. FIG) Tushy's @RenWazee Fresh Clean Threads’ Sydney Chestler Simple Modern’s Katie Mitchell Honeylove’s Jenny Kushner Caraway Home’s Ashley Harris Glossier’s Cati Brunell-Brutman Saalt's Dir of CX, Bridget Laye @eliweisss from @Yotpo Tinuiti's Benno Stengel-Eskin @Richpanel's @mattlady @OctaneAI's @Aoife_Teague @Retentiondotcom's @kstandaert @ShipBob's Krista Santiago @KnoCommerce's @Tina_Donati @triplewhale's Mia Healy @IrisFinanceCo's @drewfallon12 Hosted by the one and only, @AaronOrendorff ! Spots are limited, so grab yours today! fermatcommerce.com/s-cx

Once cookies go away, brands will begin competing over the remaining closed-loop channels that will allow them to reach their customers. This includes ecosystems like Facebook shops, TikTok shops, the Amazon retail media network, and retail media. That’s why it’s better to start understanding what your levers are to get in now, rather than in 12-24 months when the cost to get in will be much more expensive. That’s also why there’s a massive opportunity in retail media with retailers like: - Walmart - Target - eBay - Best Buy - Home Depot For example, let’s say you’re selling a beauty product on the shelves of Walmart and Target — the question then becomes, how much should I be allocating towards my retail media strategy for these retailers? The key to answering this question is to determine at what audience size for a certain spend amount is no longer worth it. That’s your line. Any channels above the line should give you an ROI you’re happy with, any channels below should likely be avoided. Want to learn more about retail media? Check out this “Whiteboard Wednesday” video with FERMÀT’s Founder, @rishabhmjain, to learn more about the evolving world of ecommerce!

Generative AI has changed the game for ecommerce brands. There are so many different ways to take advantage of this new tech and it can seem overwhelming if you’re looking for a place to start. So, we built our own little framework called the “AI Staircase” to help new brands find a starting point. It all begins with 6 questions: • What’s the Problem Area? • What are the Levers of Impact? • What are the current pain points? • What are some possible AI tools to alleviate those pain points? • What needs to be done to implement an AI solution? And, voilà! You’ll have your own suite of AI tools at your fingertips before you know it.

It’s not about how much data you’re working with, it’s about how you use it. When a brand connects its e-comm site to FERMÀT, we’re actually able to take the product metadata and do a little magic 🪄 We use the product and product metadata to auto-generate shopping experiences that match AND calibrate against the brand’s ad campaigns. For many of our clients, the resulting changes in CAC and lift have been unbelievable. If you want to see for yourself? Check out our video overview in the comments below 🎥

🎬 Missed last Monday’s full-funnel creative masterclass? Don’t worry—we’ve got you covered! @alexgoughcooper (Adcrate), @Packerj16 (G.O.A.T. Foods), and @binghott teamed up with the FERMAT crew, @rabahrahil and @rishabhmjain, to break down expert strategies that will level up your creative performance across every stage of the funnel. Catch the full session on YouTube for actionable tips and key insights! Follow us to stay updated on more upcoming events and webinars! 🔥piped.video/live/IJkyBfFlLbo…

So real.

Producing creative assets for a brand is an unending pursuit of perfection. And, while perfection is impossible, @OriginalGrain has gotten pretty close in a short period of time. In this episode of Equation of Excellence, @natelagos shares how his team was able to iterate their way to beautiful creative assets in just over 18 months. Here’s his secret 🤫

HOW DERMACLARA INCREASED ROAS BY ~50% WITH FERMÀT If you haven’t heard of Dermaclara before, you’ll probably be seeing a lot more of them soon. They offer a natural solution for scar removal and stretch mark treatment through their 100% medical-grade silicone patches 🩹 Challenge: Dermaclara is a direct-to-consumer company with strong roots in eCommerce. They had seen early success from a series of short, shoppable videos. By the time they reached out to FERMÀT, they were ready to double-down on those efforts. Dermaclara wanted to: • Share shoppable ads on social media • Make organic social media posts and stories shoppable • Integrate those shoppable posts with their online Shopify-based presence Solution: Simple! The solution was FERMÀT’s rapid experimentation and shoppable content. • Rapid experimentation allowed the Dermaclara team to A/B test their customer journey • FERMÀT’s content feature allowed Dermaclara to post shoppable videos to social media with a single click Results: • A consistent 25-50% increase in ROAS • A $5 decrease in cost per acquisition • Across every metric, FERMÀT outperformed Dermaclara’s previous platform partners “We’ve already been working with FERMÀT to tell more segmented stories through more proofs-of-concept on various platforms. We’re going to continue to use them in every feasible way.” Want to see what FERMÀT is capable of? You know where to find us 😏

Show us the images on your PDP page and we’ll show you your future 🧙‍♂️ Most ecommerce professionals don’t realize this, but the order of the images on your product page has a massive impact on how the brand (and the product) is perceived. Take @Hero, for example. Any product in food/beverage, supplements, or beauty needs to follow a specific order: 1. Product photo 2. nutritional information, ingredients, and/or certifications of quality 3. Close-up photos 4. Product in use Why this order? Consumers want to get to the details of the product as quickly as possible. For consumables, quality ingredients are the most important factor. If you’re putting stuff on or in your body, you want to know what’s in it. Hero Bread understands this, and their conversion metrics are proof that it works 🍞

The Commerce Roundtable San Diego presented by @Sendlane is just around the corner, and FERMÀT is thrilled to be a part of the action! 🏄‍♂️ 🌊 Join us September 23 & 24th in San Diego & learn from the brightest minds from YEEZY, @hexclad, @simplemodernco, @noodskin , @OriginalGrain, & more. And yes, the entire event will be masterfully guided by the DTC guru, @iamshackelford! Save 25% with code FERMAT25! Don’t miss out on this epic opportunity to elevate your DTC game! 🔗 Register Here: bit.ly/3XeWDI3

A few simple ways to increase your CVR: • Make sure the language in your ads matches the language on your landing page. • Use relevant images and videos when possible to show the product in action (and also make sure the imagery matches the ad creative!) • Answer any questions your customer might have before buying the product. What other CRO tips would you add to the list?

CALLING ALL CRO TEAMS: We made this one especially for you 🥰 We know you’re all a bunch of ambitious, curious experimenters. So, the FERMÀT team made it easier for you to run meaningful experiments, fast. A/B test your discounting strategy, optimize your creative angles, or even determine your best free shipping threshold — All with one single tool. FERMÀT can: - Automatically sync data from ad networks and on-site sessions - Quickly review past experiments to train new team members, remind executives of past work, and highlight the impact of your CRO team - Run 10s of experiments per month If you want to learn more, just bug @rabahrahil in the DMs and tell him I sent you 🤝

The best sales funnels are good for different reasons. The worst sales funnels are bad for the same reason: They all leak 🚰 These are a few of the most common points in a sales funnel where customers fall off: 1. Right after the click from the ad — If your customer is confused about what to do after the click, you’ve already lost them. 2. When the customer arrives at the PDP — If a customer doesn’t see what they’re expecting to see on the product page, they’ll immediately drop out of your funnel. 3. The shopping cart — Your brand’s “cart” page should not have a single speck of friction. If your ad features a product discount, make sure the discount code is automatically applied at checkout! Don’t fall prey to easy mistakes in your sales funnel. Go out there and fix that leak!

We’ve said it once before and we’ll probably say it another dozen times before the end of Q1: Black Friday was a massive success for most ecommerce brands. In fact, we recently got the chance to sit down with @calebulf, the founder of Haven Athletic, who shared some of his incredible numbers from last November: The Strategy Haven ran a traditional Black Friday/Cyber Monday sales cycle with a simple strategy: Start 2 weeks early and offer a single discount for $80 off any bag. The Pricing Most Haven bags are normally priced between $300 and $350, so the discounts were anywhere between 22% and 27% off. The Results From day 1, they were able to achieve: • 3x revenue • 2X MER • $50K of revenue on the day of Black Friday • ~$150K of revenue from all BF/CM sales The Reason Caleb described something that we’ve heard from many FERMÀT customers about Black Friday 2023: Ad performance was much better than expected, resulting in higher sales and a better contribution margin % than anyone thought possible. It just goes to show that even the youngest brands can achieve incredible results with nothing but a great product, an enjoyable customer journey, and a few good ads along the way.

FERMÀT is bringing the heat to this DTC talk 🔥🔥 We’re hosting with @rishabhmjain, and we've got @beckylitv from Get Dirty + @archittbatlaw from Reach Digital in the mix. Get ready for AI creative goodness - ethical dilemmas, campaign insights, and all that jazz! See you Monday! 👾

Domino’s Pizza is one of the best performing stocks of the last 15 years. We’re inclined to believe it’s because they’ve mastered the art of the upsell. They take every opportunity they can in the ordering process to increase that AOV and make some more cheese 🍕💰

An ecommerce brand is only as good as its customer journey. But what differentiates a good brand from a great one? It's all about the attention to detail. Here's a list of tactical tips for building a ruthlessly efficient customer journey:

Join Willow and Sarah as they unbox the stunning FRMT Couture Line! ✨

Us versus them🤷🏻‍♀️

15 CRO secrets from 15 ecommerce legends—no, like actual legends. Check out this stacked lineup ↓ ILIA Beauty’s @ChereneAubert Cheeky’s @shanerostad Ridge’s @couuor @PRTLNDLTHR Matt Fey Simple Modern’s @mikebeckhamsm OLLY’s Jennifer Peters Original Grain’s @natelagos Laura Geller’s Harry Roth Obvi’s @ashvinmelwani Dr. Squatch’s Scott Wicken Head of Growth @itswealthjr @FreshCleanThrds' Daniel Silverman @GrowthAssistant’s @jspujji @justunosocial's SJ Carcamo @motionapp_’s @evmklee @luckyorange’s @schwanmccarthy @KnoCommerce’s @Tina_Donati @itsOddit’s @brandtify @PostscriptIO’s @mikemanheimer FEb 27th at 11am PST. Don't miss out!

My New Year’s resolution is to reduce friction in DTC shopping experiences.

Catch our CEO & CMO at VISIONS Summit Austin tomorrow! 🗣️👀 #SXSW2024

A successful product launch lives and dies by first-party data. What’s the difference between selling out in the first week and flopping into ecommerce obscurity? It’s all about the size of your list. Here’s why: When launching a new brand or a new product, you need to be able to speak directly to an audience of potential customers without competing with social content and other advertisers for their attention. Before your launch, you should be building a core group of well-connected supporters who can make the first purchases of the product and introduce it to new people. A social media audience is great, but first-party data is even better. That’s why collecting phone numbers and email addresses within this core group is so important. So, what’s the optimal size of this group to ensure a successful launch? According to @chrissyoyler, the VP of Ecommerce at @Hero, it should be somewhere around 10,000 people. It’s an attainable number for a small brand, but large enough to kick off a word-of-mouth flywheel when it’s finally time to go live.

autodidact x FERMÀT case study in 90 seconds or less: The Client: Autodidact Autodidact is a boutique performance marketing consultancy working with Seed to Series B startups to drive sales and acquire users. The Challenge: Marketing agencies need modern, content-native tactics to boost metrics Increasing just one metric can make a big difference in a brand’s bottom line. Everyone wants to know how to maximize clickthrough and conversion while controlling cost — but the average shopper's journey will always contain friction and opportunities to abandon the funnel. Traditional marketing strategies are no longer effective. Autodidact needed a completely new marketing solution that met 2 criteria: 1. It had to meet end customers where they were in terms of digital, content-driven habits 2. It had to be a breeze for Autodidact clients to implement The Solution: Content-native storefronts to maximize every ad’s conversion potential Autodidact leveraged several of FERMÀT’s features, including: • Shoppable interfaces in every piece of ad creative • Branded landing pages with embedded media • Frictionless purchase flow • Industry-wide data for internal benchmarking The Outcome: Huge wins for both Autodidact and their clients! The results speak for themselves: • 3 joint partnerships to date • 180% increase in ad spend with a shared client due to optimized performance • 20% decrease in CAC with FERMÀT ads on another shared client Interested in leveraging FERMÀT to help your own clients reduce CAC and drive CVR? Shoot us a message or drop a comment below!

At FERMÀT, we ❤️ agencies. Why? Because agencies are first and foremost about people and expertise! When you look closely, they're some of the most interesting businesses in the e-commerce ecosystem:

🥁 Drum roll, please… FERMÀT is thrilled to announce our collaboration with @motionapp_ Combining Motion’s creative analytics with FERMÀT’s tools for high-converting shopping experiences. Get ready for streamlined processes, personalized journeys, and results-driven strategies! Let’s elevate DTC success together!

How can you make your brand’s influencer content even more effective? Just ask the team at Volt ⚡️ Volt is a boutique performance marketing agency that specializes in growing DTC businesses. Since 2018, their influencer whitelisting service has been the best-kept growth secret of DTC brands like DIME Beauty, Care/of Vitamins, Dermaclara, and Allbirds. But there was a problem: Volt’s DTC clients needed to streamline customer purchasing journeys Challenge Before FERMÀT, Volt’s path-to-purchase pipeline was inefficient: • Influencer ads would direct traffic to a landing page • The landing page would take potential customers to the product page • The customer would then decide to make a purchase while on that product page All of these steps caused extra friction and left too many opportunities for the potential customer to abandon the process altogether. Volt’s DTC clients needed a way for customers to go straight from the influencer content to a purchase point. Solution FERMÀT’s shoppable content feature was the perfect fit for Volt’s clients; especially the ones that focus most of their marketing efforts on influencer videos, In addition, FERMÀT links played a crucial part in determining which high-performing content would drive the best results for their clients. Results Now FERMÀT powers Volt’s ability to drive influencer results across its entire client roster – increasing ROAS by over 25%. Many of Volt’s clients saw: • 25%+ increase in ROAS • 3.5% conversion lift • $5 decrease in CPA “The results speak for themselves. We’re doing significantly more for our clients now, after FERMÀT versus before FERMÀT. It’s a token to the platform and how good it’s been to our brands.” - Ryan Waranauskas, Founder and CEO of Volt Curious about the power of UGC and shoppable content? Just check out our website to learn a little more!

🥁 Drumroll, please… The time has come to announce our FRMT Giveaway winners! Big congrats to @lovevalgeisler and @RosenZone 🥳. Slide into our DMs to claim your exclusive FRMT luxury pieces and join the funnel révolution in style! A huge thank you to everyone else who joined the fun! Those who registered will receive an exclusive link this afternoon for first dibs on your own piece of timeless luxury. Vive La Funnel Révolution!

Your customers when they land on a page that has totally different messaging than the ad they just saw.

Here we go again—some of the coolest DTC finds to highlight, handpicked by @AlexaKilroy ⤵

Big news! We're hosting a virtual conference: AI in Commerce on June 1st, ft. an impressive lineup of speakers in: 👩‍💻 Customer Support 🎖 Performance Creative 📉 Analytics ✍️ Copywriting 📷 Image Generation Register now! bit.ly/41iDQfi #AIinCommerce

🎨 Ready to turn your creative game from “meh” to “wow”? Join us on Sept 16th for a full-funnel performance creative masterclass! 🔥 Featuring @alexgoughcooper (Adcreate), @Packerj16 (G.O.A.T. Foods), @binghott, plus FERMÀT’s own @rishabhmjain & @rabahrahil. Get game-changing tips to level up your creative chops. Don’t miss it! 👉 bit.ly/3TmvCSa

SXSW-goers, you don't want to miss this one. 👀 We're partnering with our friends at @futurecommerce for an epic event. Featured speakers include our very own @rishabhmjain & @rabahrahil, along with @pauljauregui ,@alexa_lombardo, and more. RSVP here: bit.ly/48xUTgT

To all the brand owners out there, let us save you a lot of heartache by telling you something that no one wants to admit: Twitter (or “X” if you’re calling it that) as an advertising channel is completely overrated. Unfortunately, it doesn’t work for the vast majority of brands and it probably won’t work for you. (yes, we see the irony here)

Kicking off our advent calendar series, @rabahrahil and @AlexaKilroy unboxed some of the most exciting and unique picks for 2024. First up: @PIPERANDLEAF’s tea-filled advent calendar—a cozy way to count down to the holidays!🫖

We just announced our $45M Series B 🎉 Huge thank you to our team, partners, clients, and everyone who’s supported us along the way. Read more below ↓

The best customer journeys have 2 fundamental traits 🧬 • Specificity • Consistency As an ecommerce brand, your job is to make sure your messaging speaks to a specific consumer base, then make sure that message never changes. So, how do you tell if your brand has a specific and consistent buying experience? Ask yourself these questions: 1. Are you speaking in a focused manner to a focused audience? 2. Is the buying experience consistent throughout the customer journey? 3. Does your product offering actually connect with your initial message? If your answer to any of these is no, it’s worth revisiting your customer journey. You might ask: How do you maintain a balance between specificity and consistency? The answer is simple: Build multiple specific funnels with consistent messaging. This is something we can help with at FERMÀT, just hit our DM’s 📩

This week’s Geometry of Growth newsletter from @AlexaKilroy is packed with insights you won't want to miss! 💌 Dive in as we spotlight trailblazing brands, breakthrough tools, and the latest trends that are redefining the e-commerce landscape.

.@rabahrahil = The Picasso of Analogies 🎨

The worst customer journeys all have the same things in common: 1. They lack consistency 2. They don’t consider the entire funnel If your customer isn’t receiving the same message throughout the entire purchase process, you’re going to lose them.

Living rent free in some peoples head...

Now that third-party cookies are being phased out, retargeting is about to get weirder 🎯 The brands that have already invested heavily in DSPs and retargeting platforms are likely to be the ones who are most affected. What’s the outcome of this? Just look at Safari 🧭 Even before the announcement by Google, CPMs in cookie-less browsers (like Safari) are anywhere between 50% and 70% lower than in Chrome. If there’s no logged-in ID associated with a browser user, the traffic data isn’t useful to advertisers. Therefore, they’re not willing to pay as much money for that traffic. Moving forward, consumer behavior isn’t likely to change (after all, no one switches browsers because it has *too much* security), so brands will be forced to adapt. Our recommendation, as always, is to find more creative ways to collect first-party data instead.

Pro-tip to sell more products during the holidays: Create articles pitching specific SKUs as ideal holiday gifts. Use FERMÀT’s AI (shameless plug 😉) to generate articles that explain why certain products are great gifts for the holiday season. With every brand on the internet vying for customer attention, these pieces keep your products top of mind and help them stick out from the crowd. Creating them is this simple: • Pick X amount of SKUs • Tell FERMÀT’s AI engine to describe why they’re ideal holiday gifts • Let the article generate • Share the article via email copy and promote it on socials. This article will render those SKUs more marketable for the season. Then, you can prep influencer content, marketing assets, and discounts for the products you highlight in the article. Not sure which SKUs to feature? Pick the ones you’re overstocked on so that you can: • Improve your margins – gain revenue on products that may not have sold • Plan inventory better – make the process work to your advantage! We’ll be posting more tips like this, so follow along if this was helpful 🤝

What’s 1 prediction you have about DTC in 2024? (Wrong answers only)

Huge thanks to everyone who joined us—tagging all our incredible attendees and speakers: @alexgoughcooper, @barrydauber, Basia, Brendan, Brian, @chiraggkulkarni, Cody, @EliZauner, Ellen, Emily, Evan, @jacob_posel, @jimmyslagl, @joelpadronn, Joshua, Keelan, Khaled, @ImKushanK, Logan, Meghan, @fastvy, Nicole, Roshan, Rose, @RickyGilbert11, Seth, @volcanosurfer1, and @Tylerz_55

Don't walk, RUNNN!! Our free DTC marketing funnel analysis is LIVE! 👇

Buckle up for a mind-bending ride with our Season 3 opener: Potential and Prodigy! 💫 Hosts @philwinkle & @rabahrahil are digging deep into the world of Srinivasa Ramanujan, unraveling the secrets of intuition and genius. From ditching the norm to bouncing back from failures, this episode is all about breaking boundaries and finding your groove. Press play:

Navigating tariff changes? We're right there with you. At FERMÀT, we understand the uncertainty these shifts create for your business. That's why we've built a dedicated resource hub to support brands during these challenging times. Our new tariff site is a living document—and we’re building it with you in mind. Have a resource, strategy, or question you'd like addressed? Let us know. 💚 Check it out in the link below! ↓

🎧 Listen of the Week: @DenneyDara - The State of Meta Ads 2024 Dara Denney and @YardenShaked of @Varos_com break down Meta ads performance in Q4, including the impact of the 2024 US election and strategies for brands to take advantage of the season. It's packed with insights as we head into the busiest shopping season of the year. Listen here: t.ly/8UeI4

🔥 On this latest episode of Equation of Excellence @rabahrahil sits down with Jess Bachman @HireFireTeam, Creative Strategy Director and Co-Founder of Fireteam. If this clip gets you thinking, the full episode will blow your mind. 🎧 Tune in here: piped.video/watch?v=MeuT6K57…

🚨 PSA: If you missed @AlexaKilroy, FERMÀT's Director of Marketing, at the DTCx Media Buyer Summit, we've got you covered. Her topic? “Tactics on How to Personalize the Buyer Journey.” In other words, turning “I’m just browsing” into “Take my money!” 🎥Catch the full presentation here and get ready to level up your marketing game: piped.video/watch?v=YgQefFmg…

🔥 Our CEO, @rishabhmjain, joined @_phoenixha, CEO of @ad_beacon, on her podcast, Fail With Fire! They dive into everything from business to marketing, failures, and growth—no stone left unturned! Check it out here: piped.video/watch?v=nP0EJvDW… 🎧

🎉 Breaking News: FERMÀT and @hawkemedia are joining forces! We're excited to partner with Hawke Media, combining our advanced marketing tech with their performance marketing expertise to drive growth and maximize ROI for brands. This collaboration will turn marketing chaos into cash flow and elevate customer engagement. Discover the power of our partnership and get a head start on your BFCM strategy!👉 Sign up for a complimentary BFCM Strategy Session and see how FERMÀT and Hawke Media can elevate your brand: bit.ly/3MwPtdt

🌊 Ready to ride the DTC wave? We're thrilled to sponsor @Sendlane 's Commerce Roundtable San Diego on Sept 23-24! Join us + top brands like Yeezy, @hexclad , @noodskin for keynotes, workshops, live podcasts & seaside networking.

HOW GOOD LIGHT DROVE A 50% LIFT IN ROAS USING FERMÀT Born in 2021, Good Light creates gentle and effective personal care products for users for everyone, regardless of gender identity. For several years, good light had been able to maximize their brand exposure through the clever use of UGC. After some initial success, the team needed help transforming those evergreen pieces of content into conversion centers and revenue drivers! Challenge: • good light is a disruptive company offering non-binary, gender-inclusive skincare products • As a result, customer education is a vital part of the purchase funnel • In the process, good light’s goal was to increase their share of DTC revenue coming from paid media Solution: A blend of commerce + social proof from some of the brand’s most influential supporters. • Transform current UGC into an interactive shopping page post-click • Leverage the authentic videos and testimonials to bolster engagement while educating the customer base That seamless journey from content to content-native shopping experiences was effective for two reasons: 1. The shopper learns about the benefits of good light from UGC while simultaneously browsing good light products — all within one interface. 2. With FERMÀT’s fully native checkout, the shopper can purchase without exiting the UGC. Results: • 50% increase in ROAS • 30% decrease in Cost Per Action • 50% increase in Conversion Rate “When pairing that up with FERMÀT’s shoppable video experience, you get a perfect blend of social proof + commerce — it’s unique, engaging, and unlike anything we’ve tested before.” Want to see what a content-native storefront might look like for your brand? Check us out!

Welcome to the 12 Days of FERMÀT! Day 1 (partridge in a pear tree 🦜🍐): Why is FERMÀT named FERMÀT? Inspired by Pierre de Fermat’s Principle of Least Time, which shows how light follows the fastest path when bending between mediums. This idea evolved into the Principle of Least Action in physics, where nature always finds the most efficient way to reach its goal. At FERMÀT, we apply this principle to commerce—guiding brands toward the fastest, smartest path to success, even when it’s not immediately obvious!

15+ DTC Experts Share Experiments That Actually Worked 🎯 - 5 min. each - No slides, all action - One experimentation tip Here’s the ridiculous lineup ↓ HexClad’s Dir. of CRO, Phil Tran Tommy John’s Talia Weisner Obvi’s CEO & Co-founder @obviceo Simple Modern’s CMO @hoyle24 Tushy’s H. of Growth @jerelblades ALEX + ANI’s Dir. of Site Puja Patel Caden Lane’s CFO Kristin Swarek Ozlo Sleep’s @BryantGarvin Love Wellness’ Dir. Erica Gray Title Nine’s @JesseMontano Mott and Bow’s Santiago Bolivar Livingood Daily’s @lalasretention @attentiveHQ's Keri McGhee @gorgiasio's Emily Hooker @triplewhale’s Mia Healy @luckyorange’s @SchwanMccarthy Hue’s Co-Founder @janvicshah @motionapp_’s @evanmklee @creativeos’s @chasemohseni Hosted by the one and only @AaronOrendorff! 🗓 July 31st at 11 AM PST (2PM EST) Spots are limited, so get yours today using the link below↓

Going to be too good!!

The VP of Growth and reigning King of Slay, @AaronOrendorff , has been busy leveling up his cart game with some truly iconic buys this year. 🛠️ Most Useful: @hexclad All-In Bundle 🔄 Best Subscription: @plumdeluxe Deluxe Tea Club 💸 Biggest Splurge: @PlayStation PS5 Slim Disco Console Bundle 💲 Best on a Budget: @FreshCleanThrds Winter Essentials Crew 5 Pack 🧐 Most Interesting: Rounderbum Boxers 😩 Worst Regret: Checkered Chef Pizza Cutter Which one is making it to your list?

“Want a strong 2024? Consume fewer cookies 🍪” — Google, probably If you haven’t heard, Google has decided that they’ll begin the process of phasing out one of the most important web tools since the early 90s: Third-party cookies. Through a new program called Tracking Protection, Google will limit cross-site tracking by restricting website access to third-party cookies by default. The rollout has already begun with ~1% of Chrome users globally. Google plans to phase out third-party cookies for everyone in the second half of 2024. So what do you do if you’re a brand running ads, SMS, or email campaigns? Here’s what our CEO, @RishabhmJain, recommends: 1. Set up CAPI, or your server-side integration for Facebook and TikTok This will make it so that customer journey data is actually stored in a first-party cookie thanks to the sophistication of these platforms. 2. Create unique routes for every campaign This will make it so every campaign goes to a totally unique experience and your campaign will be much easier to measure. If you need help with either of these 2 actions, our DM’s are always open 💛

Incredible humans. Stunning restaurant. Immaculate vibes. TY everyone for coming out. We'll see y'all tomorrow in NY. Then next week in SF.

The best marketing strategy is like a great cake — It’s all about the layering 🍰 First, you begin with your most important channels, including search and social. Search Engine Marketing might include SEO, Pay-Per-Click, Paid Search, etc. While Social channels can include most major social media platforms like Facebook, Instagram, Twitter, Pinterest, etc. These are layers one and two. It’s only after you master these primary channels that you should be layering on additional, more complex marketing channels at the same time. This achieves two things: 1. It allows you to pursue the highest-converting audiences within the highest-leverage channels first. Identify the customers most likely to buy your product, then go to the places you’re most likely to find them. 2. It allows you to drive awareness amongst the secondary and tertiary audiences that you can pursue through additional channels later on. So, want to be the best baker in Ecommerce? Focus on your core audience, then learn to layer!

Struggling with mismatched landing pages and ad creatives? Our Director of Marketing, @AlexaKilroy , shares how brands like @mindbodygreen master congruent funnels—delivering the right message at every touchpoint. Catch the full FERMÀT Friday episode on YouTube⬇️

Social proof remains one of the most powerful tools for driving first-time sales. One of the most under-utilized means of creating that social proof: Review articles. These are the product articles with titles like: • 5 reasons why this product changed my perspective on shaving. • 3 benefits of adding an extra step to your skincare routine. • Here’s how this service saved me 8+ hours a week on chores. Marketers will spend hours writing an article to build that social proof while also mentioning the product. But, most brands aren’t paying close enough attention to the purchase itself. Adding a “Buy” button os no longer enough. That’s not a familiar experience. The customer needs some sort of PDP interaction inside the article to facilitate the purchase. That’s where Embedded Shopping comes in. With the right tools, any customer can access a CRO-optimized shopping experience right within the webpage itself. This combines the article’s social proof with the ease of using a PDP. Together, they help your conversion rate improve by multiples. Want to learn more about the secrets of Embedded Shopping? 🤫 Check out the article linked in the replies!

After compiling a list of over 400+ BFCM sales and offers, @AlexaKilroy, our Director of Marketing, has proven she’s as much a shopping strategist as a marketing genius. Here’s what’s on her 2024 list. 🛠️ Most Useful: @snowteethwhiten Original Teeth Whitening Kit 🔄 Best Subscription: @LaundrySauciety The Signature Package 💸 Biggest Splurge: @ourplace Appliance Suite 💲 Best on a Budget: @LinjerCo 14k Gold London Blue Topaz Ring 🧐 Most Interesting: For Love of Pampas Aurora Dried Bouquet 😩 Worst Regret: Beetles DIY Manicure set Which one will you be adding to your cart?

Influencers are still dominating brand marketing, and this is just the beginning 💅🏻 In fact, influencer activations are one of the most powerful ways to market your brand and drive sales, but only if you do it right. Here’s how (in 30 seconds or less): 1. Influencer-branded shops — Partner with an influencer to spin up a co-branded shop with their name and likeness and upload custom UGC videos to showcase the influencer actually using the product. 2. Influencer-specific merchandising — Highlight the influencer’s favorite products through custom bundles catered to them. Make it as easy as possible for fans and followers to buy the products their favorite influencer endorses. 3. Custom discounts and offers — Everyone likes to feel like an insider. Especially if their favorite TikTok personality is hooking it up with a free discount. Don’t just offer an affiliate code — provide a bundle discount that applies to the influencer's favorite products mentioned above. If you’re interested in taking advantage of any of the strategies above, this is exactly what we do @fermatcommerce. Just hit our DM’s or drop a comment below.

sneak peek of what thou hath missed:

Okay but seriously like this post @rishabhmjain went through all 5 stages of grief to make this masterpiece...