We Compare a $100 DTC Funnel vs a $100M DTC Funnel

So I've got one last thing I'd be curious to your guys' perspective on.

If we were gonna generalize funnel building advice for people, you guys talked about very specific examples for Winx and Hexclad.

If there was gonna be generalized advice for people who want to turn around, look at their brand, and maybe improve or build out some of their funnels initially, what might we say? So I guess one of mine, and I hit it hard with the Hexclad example, would be just thinking about the complimentary products.

You have a hero product like the Japanese egg pan.

What are you most often selling alongside that? Make sure that's advertised in ads on the landing page.

Easy upsell opportunities.

You can be value oriented there, which I think is cool.

I think that sort of thing can go a really long way and can be applied across a lot of other businesses.

I think for me, like the biggest thing, at least if you think about it from like top of funnel to beginning of funnel, top of funnel being the ads, middle of funnel being the land or destination, bottom being the conversion point.

Like again, these ads do not exist in a vacuum.

I think too many brands, they're like, Oh, we made one ad around this product and it didn't work well.

So we're going to write that off.

It's like, well, it might've worked if you had 10 different ads, right? Like, cause they all do, you know, they are additive.

They work together.

People are seeing multiple ads and like, You've got to have different asset types.

You've got to have different angles.

You have to have different, you know, value props and creators.

And, like, these funnels work together.

These ads work together.

They don't work in a vacuum.

I think that's, like, don't write it off if you haven't taken a strong enough, like, creative swing, I think is the first point I would make.

And then as far as destinations go, like... don't need to like necessarily have a landing page to test with right like start with what you have if performance is good there great scale it if if conversion rate's bad like i think that's the signal to go and maybe like if you have a really high outbound click-through rate and good engagement on the ad but conversion rate's not there okay well then maybe you have a destination issue like go try to go try to create a landing page but like i always like to start with just like a really strong breadth of creative I also think like this is our existing technology, right? Like we're not, this isn't like a totally new category that I have to really educate someone on.

So I think that also is a reason the product page is probably working better here.

But I would start with those points.

The other one I would add, we did this, we're trying to rapidly like increase the rate at which we're developing landing pages.