Learn how CADDIS leverages FERMÀT funnels to maximize marketing efficiency and experimentation, presenting shoppers with highly optimized, curated buyer journeys.
About
Launched in 2017, CADDIS built their brand with a crystal-clear mission: to reframe the narrative around aging with high-quality, stylish reading glasses. (No pun intended). Since their launch, they’ve vastly expanded their product offerings, now selling prescription eyewear, sunglasses, blue light glasses, and more.
The Challenge
Although CADDIS’ ads showed stellar CTR and engagement metrics, conversion rate was dwindling. It was time to start optimizing post-click, but clunky landing page builders were too time consuming to build with, and instant experiences like Meta Shops were far too restrictive.
An experienced growth marketer, Erin (Director of Marketing) knew that in order to scale customer acquisition, her team needed to start optimizing beyond just the ad creative and copy.
While the ad creative they were running appeared to perform well - achieving high CTR and engagement rates - their conversion rate continued to dwindle. Erin knew the landing experience, particularly for the traffic coming through these new “winning” ads, needed to better align with the ad creative itself.
With conversion rate continuing to decline, Erin’s team tried switching up a variety of onsite elements, but still couldn’t get performance up to their standards. Erin also hypothesized that their ever-growing, expansive SKU catalog was a contributing culprit. With so many options, decision fatigue was stirring up friction for shoppers.
“I think part of the reason that our prior landing pages stopped performing for us is that once someone clicked into the CADDIS PDP experience, there was a lot of overwhelming information - on top of an already content-heavy campaign. That's where we started testing with FERMÀT—to understand if our site and the number of choices presented were a roadblock for first-touch conversion.” - Erin Silvia, Director of Marketing, CADDIS
The Solution & Strategy
FERMÀT enabled the CADDIS team to rapidly conduct experiments on shopping experiences, meaningfully informing the team’s strategy for product presentation, variant merchandising, and even SKU production.
With FERMÀT, Erin and her team have launched a variety of experiments to not only scale up CVR, but to also inform the future direction of merchandising on their core Shopify site. They’ve even used FERMÀT data to support SKU purchasing decisions.
- Simplifying Variant Selection with FERMÀT’s Embedded PDPs CADDIS has an expansive catalog, featuring over 52,000 SKUs. With so many frame styles, lens types, tints, and magnification levels, managing the merchandising experience on the site can be difficult. From the customer’s perspective, presenting all of those choices can cause decision fatigue, ultimately presenting a high-friction experience. FERMÀT has enabled Erin’s team to build custom embedded PDPs that simplifies that multi-variant selection experience, allowing customers to build their own pair of glasses while presenting their selection as a single SKU. The simplification of variant selection within the shopping experience has significantly increased conversion rate.
- Presenting Paid Ad Traffic with Concise, Curated Buyer Journeys Before partnering with FERMÀT, the CADDIS team was sending 40% of their ad traffic to PDPs or collection pages. Again, the diversity of options proved overwhelming. Using FERMÀT funnels, paid ad traffic now drives shoppers into a carefully selected, specific assortment of SKUs, or a single SKU alone. The team has also refined the variant selection to just the best-selling customization options, again reducing friction. These concise, curated buyer journeys have lifted conversion rate, and even boosted AOV along the way.
- Leveraging FERMÀT As a “Proving Ground” for Site Change & Inventory Buying Decisions In addition to experiments run within FERMAT acquisition landing experiences, Erin also uses the solution as a “proving ground” for broader CADDIS testing. The team leverages FERMÀT funnels for testing hypotheses related to product messaging, creative, and merchandising before making changes to their core Shopify instance. They also experiment with hypotheses related to the development of new products. For example, Erin suspected that offering customers clear lenses - rather than the tinted default - would result in higher conversion rates for a particular SKU. At the time, clear lenses were only offered as a custom-order product. The process of ordering clear lens inventory, building a new PDP, and testing its efficacy would be a 90 to 120 day cycle – and that doesn’t even account for the risk of purchasing new inventory on a hypothesis. With FERMÀT, the CADDIS team was able to build a funnel that featured clear lenses rather than tinted, and see how it converted without the noise of colored lenses and multiple other variant options. After rigorous testing, they achieved a strong CVR and comfortable CPA. This performance data was then shared with CADDIS’ merchandising leaders, and together, merchandising and marketing developed a plan for launching the clear lenses with better margins, rather than offering them as a custom product. This enabled them to proof out the creation of new SKUs in a risk-averse way.
"Now when customers get to the product on the landing page, there’s a much more concise number of options. We’re able to serve up what people are actually purchasing, as opposed to every single option. It’s much closer to a one-click experience as opposed to an 18-click experience.” - Erin Silvia, Director of Marketing, CADDIS
The Results
Using FERMÀT funnels, CADDIS has revived their conversion rate, while simultaneously acquiring new customers at a more efficient cost.
Since implementing FERMÀT, CADDIS has launched a variety of funnel experiments, resulting in:
- 10% Reduction in CAC using FERMÀT funnels
- 16% Increase in CVR with simplified funnel merchandising
- 20% Lift in ROAS through FERMÀT funnels
Erin and the CADDIS team plan to continue using FERMÀT funnels as a “proving ground” for broader experimentation, in addition to providing their shoppers with highly targeted, concise, and optimized shopping experiences.
FERMAT is a conversion rate optimization tool at its core. The flexibility in terms of testing specific content experiences or PDP experiences - you can really tailor the tool to your needs, to answer your business questions. There’s so much more depth here than just an A/B testing tool.
