Just a very long generic landing page with five equal product offerings. Customers are seeing different athletes in different ads talking about how to use a specific Sidekick tool, but after clicking through to the website, there is no mention of said athletes or the tool they were talking about. You can see that there is a huge mismatch between the ad and the landing page messaging. Here are a couple of examples from their Facebook ads:Īfter analyzing the heuristics of the ads, we took a closer look at the landing page they were leading to. So we took a closer look at all of the specific ads and their corresponding landing pages to understand visuals and messaging as well. The conversion rate was extremely low as well and the paid campaigns were clearly not earning their keep. We looked at the analytics first and saw that most of the landing pages tied to Sidekick’s paid ad campaigns had a dropoff rate of over 80%. We started looking at Sidekick’s overall marketing campaigns and messaging and saw that a big part of the content in paid ad campaigns and social media already revolves around the endorsements from these great athletes and how Sidekick products have helped them in their recovery journey, preventing and healing injuries. Here is a quote from a customer survey we launched and analyzed that illustrates this point even further: One of the main factors that seem to alleviate these fears in Sidekick’s case is their continuous collaboration with well-known athletes like Emily Infeld, Sara Hall, Annie Thorisdottir, and Tim Tollefson. There are similar products available that are cheaper and of lower quality, so communicating the value that Sidekick products provide is crucial. This is completely justified of course as health is one of the more personal topics there is. There seems to be an added layer of hesitation and fear with health-related products. People who haven’t had a personal experience with your products before will always wonder if it is worth their money and if it would actually solve their problem. This is not unusual for e-commerce businesses trying to acquire new customers. We had been working on Sidekick’s site optimization for a while and noticed from our own customer research that one of the big issues that kept coming up was price vs value. On top of that, you can download a wellness app from their website packed with personalizable recovery and mobility routines and tutorials on how to get the most out of Sidekick tools. The products vary from muscle scrapers for Gua sha massage to vibration rollers that connect to your phone via Bluetooth. Sidekick is a company focused on building the best muscle recovery tools for athletes.
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