Name: 20 Data-Driven Plays for Q4 Success
Uploaded: 2025-10-23T19:46:03.360Z
Duration: 1 h 57 min 52 s
Description: 20 Data-Driven Plays for Q4 Success

Transcript for "20 Data-Driven Plays for Q4 Success": Hello, everyone. Very excited to be here. Whether it is the morning for you, the afternoon, or the evening where you are, I am very excited that you could all join me today for Triple Whale's webinar series, 20 data driven plays for q four success. Now before we dive into today's session, I do feel like we need to wait a few more minutes for everyone to roll in. But while we wait, let's make things interactive. Alright. So I wanna make sure everyone can see my screen. We're doing good. Alright. So I want everyone to head over to the chat, and I want everyone to tell me how ready are you feeling for BFCM. So on a scale from one to ten, one meaning I'm surviving on caffeine and optimism, and 10 meaning ready to roll, just watching the dashboard now. Where do you fall? So I want you to drop your number into the chat so we can see how everyone's feeling heading into the biggest shopping season of the year. I know for myself, just as a consumer, I'm like a negative one. I have no wish list. I put no savings aside. I'm gonna go in blindly like I do every year, spend way too much money on myself, have no Christmas presents for December, and then I'm panicking. Okay. So we we got some okay. We got some sevens. We got some ones, some sixes, twos. Just implementing. I'm real a negative 10. I think consumer confidence will impact spending definitely a 100% it will. I'm really appreciating this honesty. And I think I mean, we we're a community. We need to know how other brands, how other people are feeling right now. So this is great. A nine, a 10. So if you're just joining us, welcome. We're asking everyone to share their BFC and readiness live in the chat. So, again, one to ten, one being not ready at all, 10 being completely prepared and unstoppable. Got a seven. Definitely just surviving over here. We got a four. We got a five. I hope we're always surviving with optimism. Right? I mean, I am. That is that is my life motto over there. Okay? Okay. So it does look like we got a real mix of rightness levels out there, and, honestly, that's perfect. Because whether you're still figuring out your BFCM strategy or you're just a seasoned pro who could give a TED talk on this topic, you are exactly in the right place. So welcome again to Triple Whale's webinar series where we dive into hot topics and bring top industry experts to share exclusive insights as well as some actual tips. I am Maryann Watt, one of Triple Whale's tech partner managers, and your host for today's session, 20 data driven plays for q four success. Alright. So we got an incredible lineup packed with experts ready to share real data driven strategies to help you crush this holiday season. So I will be your host, and I will also be presenting one of our key triple l data points, but you will also hear from leaders across the ecommerce ecosystem. This includes Aftersell, Sharma Brands, Gorgias, Snapchat, Lunar, ShipBob, Whitelabeled media, Vibe, Yotpo, Skio, Furbat, Dixxon Flannel, 829 Studios, CuddleClothes, adQuadrant, Alen, and, of course, Triple Whale. It's a lot. But I want you also to make sure that you stick around to the end. I know there's a lot to hear about and there's some really great data points and strategy to hear, but we also have a really special offer from Triple Whale, and you won't want to miss that. Okay. So now I know that everyone's not feeling a 100% ready for BFCM and, honestly, that is a okay because you still cut over just a little bit than over thirty days to fine tune your strategies, and today is really that perfect place to start. So you'll be hearing the most up to date industry data straight from Triple Whale database powered by insights for over 50,000 customers along with some expert strategies from our amazing partners and brands that will speak today. So this is how today's gonna go. Each expert will share one key data point showing where the industry is heading, the good and the bad. Then they'll explain why that trend is happening and share a strategy that you can use to respond. So by the end, you will walk away with data backed insights and expert tips to help you dominate q four. So whether you are an experienced ecommerce pro, brand new to the space, or you're just looking to level up your marketing game, you are going to lead today with actual takeaways to drive an outstanding results in this holiday season. Okay. So before I hand it off to our first speaker, just a quick note. We know that work or kids or pets might demand your attention during today's session. If you miss any part of the discussion or you want to rewatch because you couldn't take notes fast enough, do not worry. We're going to record this entire webinar, and then we'll send the recording to everyone who signed up and also who attended today so that you can revisit all the insights and strategies at your own pace. Alright. That is enough from me. Let's jump into this fun part in today's session. We now have our first data point, which will be presented by our friends over at Gorgias. Sarah, take it away. Thank you so much, Aaron Host, and, hopefully, everyone can hear me. But hello, everyone. I'm Sarah Kang. I am the senior technology partner manager here at Gorgias, and it's so great to be here with the Triple Whale crew, all of our other amazing partners that Aaron Host mentioned, and all of you really gearing up for q four. So today, I'm going to talk about one of the biggest shifts that we're really seeing in ecommerce, and how retention, not acquisition, has really become the primary profit driver, especially heading into the holiday season. And quick overview. So at Gorgias, we work with more, than 17,000 ecommerce brands from early stages new global leaders in the space. At our core, we are a help desk platform, but in the last few years, we're truly evolving to support conversational AI and really taking your customer experience from a cost center to a revenue driver. We work with some really amazing brands, and across all of them, we're seeing the same story. Customer acquisition costs are climbing, while repeat revenue is what's keeping, those profit margins really healthy. So if you take a look at this first slide that we've got up here, the numbers are pretty striking. Returning customers now drive 56.5% of total revenue. So that's up 51% from last q four. That's a 21% growth rate from your existing base, while new customer revenue is really staying flat. So at the same time, customer acquisition cost have jumped 35% year over year. So the math tells the story here. New customers are more expensive to win, but returning ones are really worth more than ever today. I think what that means for all of us on the call, is really simple here that the path to profitable growth this q four runs directly through customer retention efforts. And now that doesn't mean, abandoning acquisition at all. It just means that every new customer you acquire really becomes a repeat buyer. We're seeing this shift play out across thousands of Gorgias brands today, and the top performers aren't just trying to drive more clicks. They're designing a CX system that really works to build relationships. They're asking, like, what happens after somebody buys? How do we show up when something goes wrong? And how do we make that next purchase, easier, faster, and more personal? And the thread kinda running through all of this really is AI powered customer experience, automation that handles all that repetitive stuff, and personalization that really deepens that connection with your customers. So if q four really is your Super Bowl, retention is your most reliable playbook, and kinda let's take a look at what that means to to make this really scalable. Okay. Perfect. So this second slide is really how to, really operationalize retention because once you know it's your biggest profit driver, the next question really becomes, how do you scale without burning out your team? And this is where that automation makes such a huge impact. So most ecommerce support team spend anywhere between 70 to 80% of their time answering those repetitive questions. Right? Like, we've all seen them, where is my order? Can I update my address? What is your returns policy? And those interactions are all essential, but they don't build customer loyalty, and they definitely don't grow revenue. So that's where some of our Gorgias AI agents come in. They can really resolve those 80% of those repetitive tickets that are being handled instantly. They're pulling in live data from Shopify and many others across the technology stack, whatever tools that you're already using so your customers can get those fast accurate answers, and your team suddenly has hours back of their time every single day. So I think that's the key here that the time really gets reinvested back into high value conversations, things like post purchase check ins, loyalty messages, or proactive outreach to some of your top customers. Actually, one of my favorite examples of this, is a customer that we work with called Jackson. They're a jewelry brand that's built on really community and repeat buyers. They've actually implemented Gorgias AI agents last q four, and were able to automate those FAQs, shipping updates, and actually cut their response time in q four by 66%. But more importantly, it really freed up their team's time to focus on those personalized customer engagements that led to actually a 19%, uplift in repeat purchases during the holidays. So it's not just better service, it's automation that really drives measurable retention growth. So the big takeaway here is that automation and empathy, they're not opposites. Actually, the best brands are using automation to create more space for human connections. Now to to build on that, once you've got those systems in place, your CX team can do something that's even more powerful, and that's generate revenue. And that's where things get really exciting is you can really focus on if returning customers are now driving your revenue. Your support team isn't just solving problems. They're managing customer revenue opportunities. So the shift that we're personally seeing along, leading brands is that CX is actually becoming a revenue channel, and it's not just a cost center. And that's being powered by AI personalization. So take a look at different tools that really can help brands engage shoppers in real time throughout the buying journey before your customer even adds something to the cart. Take a look at things like adding complimentary products, suggesting bundles, answering last minute questions, and even servicing loyalty rewards. It's all that all all in one conversation that brands are really after, and it helps keep helps you keep top of mind with your customers. Awesome. So I know I'm coming up on time here, so I just wanna leave you with one last thing. Really, as you go into q four, what I'd encourage everyone to kinda think about is your most valuable customers are the ones who already know your brand. And if acquisition is getting more expensive, brands that will win are the ones that build loyalty through every single interaction and touch point. So automate those repetitive tickets and personalize those meaningful conversations with your customers. So thank you so much. I really hope this gives you some practical CX ideas to make really CX your biggest growth engine in q four as you focus on retention. I know for myself, good customer service with any brand is going to make me that much more of a loyal customer. So thank you so much for your insight, Sarah. Next at a point, we have coming from our friends at Vibe. Hello, everyone. My name is Jacob Bitterman, and I am a senior CSM for ecommerce and partnerships here at Vibe. For those who don't know, Vibe is a CTV advertising platform that is paving the way for brands of all sizes to get their brand on TV. The data point that we're going to be covering today is marketing mix modeling. To be specific, grew 538% year over year as marketers recognized the limitations of last click attribution and the need for holistic measurement across upper funnel channels like CTV. For brands generating over 10,000,000 GND, dependency on meta ads dropped from 71% to 64%, while 56.5% of revenue now comes from returning customers. The data underscores a pivotal shift. Performance driven ecom brands are moving beyond narrow attribution models to embrace full funnel strategies that prioritize brand building and customer retention, areas where CTV play an increasingly critical role. Now you might be wondering why does this matter? As paid social channels lose efficiency and cost rise, brands can no longer rely solely on Meta or Google for predictable performance. Q four competition inflates CPMs and attribution gaps make it difficult to tie awareness spend directly to conversions. CTV bridges this gap by combining premium video storytelling with measurable results, enabling brands to reach new audiences, reinforce brand equity, and retarget engaged users across multiple touch points. The 5.4 x growth in MMM adoption reflects the industry's recognition that understanding the true multichannel customer journey is essential to sustainable growth. You can go ahead and do the next slide. Sweet. Alrighty. So smarter audiences, stronger results. CTV is the bridge between awareness and performance. CTV has changed the TV advertising environment to the point that brands relying on traditional broadcasting will be outperformed by brands using CTV. Brands are looking for additional streams of reach and revenue to get a leg up on the competition, and in their search have found CTV to be a more cost effective option to reach targeted audiences at lower CPMs and major social platforms. To give you a quick success story, a strong example of this comes from our client, Brenda Bills, an apparel brand who leveraged CTV to extend their reach beyond traditional paid social. To be even more specific, they had a 311% ROAS utilizing Klaviyo Vibe's Klaviyo integration. So Klaviyo is one of the number of integrations that we have on our platform available that allows for first party data targeting. Next slide. Cool. Alright. So unlocking precision targeting with first party data. The first step in really getting the most out of your CTV campaigns would be to connect your CRM. We have a varied degrees of options on our platform including Twilio, Klaviyo, or HubSpot, and you can connect those directly with your CTV campaign. This allows for precise audience segmentation, reaching high value customers, lapsed purchasers, or recent site visitors with relevant messaging. Think of it as ABM on streaming TV. You can also do retargeting on CTV. So you can reengage audiences who have interacted with your brands on social or search but haven't converted. Paired with data driven creative and frequency control, CTV retargeting can drive measurable uplifts and conversion rates. After that, you can activate your top of funnel campaigns and expand your reach by introducing your brand to new look alike audiences on CTV. These upper funnel efforts, when tracked through reveal how CTV impacts long term revenue, not just last click conversion. In summary, CTV isn't just a branding tool. It's a strategic bridge between awareness and measurable performance. As data from Triple Whale shows, ecommerce brands that diversify beyond meta and adopt sophisticated attribution are better equipped to capture full funnel value. This q four leveraging CTV with first party data integration and targeted campaigns will help brands maintain momentum, drive efficient conversions, and strengthen long term customer relationships while staying one step ahead of their competition. Awesome. Thank you so much. It is so important to diversify your ad spend, and it seems like everyone should be looking into CTV this holiday season. Thank you so much. Alright. And for our next added point, we have our friends over at Dixon. Take it away. Alright. Hello, everyone. My name is Austin Urlocker. I work at Dixxon Flannel Co. I my role isn't very traditional. I've touched up many things across, you know, growth and retention, but, you know, hands on keyboards for paid media is definitely something that sits, under me as well. So when I when we took a look and saw that apparel brands who were investing in in TikTok and took a deeper dive into their actual spend breakout. TikTok was really only getting is currently only getting about 4% of a brand's, share of spend, while Meta, not unsurprisingly, owns just over 66%. But TikTok is driving a comparable ROAS as what these brands are seeing on Meta, and it's coming at a more efficient, new cost a more efficient acquisition cost. So higher conversion rate, cheaper CPA, and I myself with Dixon here, very guilty of meta over dependence. They've gotten 75% of my spend over the last, you know, thirty days. So when I see this, I see a pretty strong efficiency opportunity as as someone in the apparel space. So I'm going I'll be walking through really exactly what, you know, I'm actioning into our own accounts, based on trying to capitalize this capitalize on this TikTok efficiency. So I took a look in my own meta spend, you know, over the last thirty days, specifically at my new customer acquisition campaigns using a seven day attribution window, and I'm benchmarking the average CPA and and ROAS of this acquisition group. Now using my actual numbers here, you know, we spent 300 k for Meta new customer acquisition, $80 new customer CPA with a a 1.3 new customer ROAS. Now what I can do with from that 300 k using those benchmarks is easily find or I did easily find, you know, $30 that I can pull from that 300 k and begin a test on TikTok. What I pulled from actually average out to be spending at about a a $120 new customer CPA and a 1.2 new customer ROAS. So now I can go into TikTok and, you know, get my initial launch started, run it for thirty days. And at the bare minimum, to capitalize on this increased efficiency with my spend, I'm going to want to at least be at the before beat that a $120 new customer CTA, you know, as long as it's reported against that same attribution model that you're using for Meta as well. But the real stretch goal is, hey. Can we can we, with this 30 k of spend, beat our, you know, Meta acquisition group's account average from there? And that's where, you know, I know meta is the most incremental and scalable channel for many of us still. But out of my 300 k, am I really spending that 300 k to, group of spend as efficiently as possible, or can I see these gains by, you know, reallocating over to TikTok? And from what the data is telling us, I this seems like a very plausible, plan, route to go down on my end. I will say this is something that we are currently in prep a launch preparing to launch right now. And as I'm continuing to measure this test, what I'll be looking at is the actual impact on our blended metrics from, you know, new customer order volume, ROAS, CPA, all of that, and I'm comparing it to the previous year when we weren't running TikTok. What kind of efficiency spikes am I seeing throughout q four where I can see it's correlating with our TikTok efforts? And that helps me gauge the impact rather than solely relying on, you know, click based attribution on its own or having to pull out a an incrementality test with, house or or something like that. So I will close with my, last slide just talking through why TikTok matters. It's clear that customers are becoming more comfortable making purchases on the platform. Their 60 median average order value has climbed year over year over year. Their gross merchandise value in 2024 hit $33,000,000,000, which was double the previous year. And apparel brands, you guys are the centers we are the center stage of TikTok pretty much. It is, clothing and accessories were the most purchased items on TikTok shop in 2024. So now that they're only hitting 4% of total spend, I would say jump in now, capitalize on this opportunity for q four before competition starts increasing and those costs begin to rise in the coming years. I'll leave you with that. Thank you for that. So my big takeaway from that is maybe stop following habits and follow the data. So, obviously, we are all very familiar with Meta, and maybe it's some time once again to diversify and try some of the the the channels that are performing like TikTok and, test that for the key for shopping season. Thank you so much. Alright. And for our next data point, we have our friends over at FERMÀT. Take it away. Hello. Hello. I'm Dan Joo, senior solutions engineer at FERMÀT. So recently, a lot of our clients have asked why is contribution margin so important during BFCM? And what we discovered across the board is that conversion rates have dropped from around 3% in 2023 to about 2% in 2025. And so with fewer shoppers converting, every sale you make has to work that much harder to justify your acquisition costs. Especially during the holiday seasons for new customer acquisition, traffic costs continue to stay high and conversions continue to stay low. So the best way to protect your margins is by increasing the value of each purchase. That means finding ways to lift average order value and increase lifetime value. And so at FERMÀT, we help brands do exactly that. We have a suite of promotional tools that let you test and optimize everything from price and discounts to offers and card experiences. With FERMÀT, you can automatically apply coupons, run price tests, experiment with buy more, save more campaigns, test free shipping thresholds, add gifts with purchase. We also help you AB test these experiences from the first touch point all the way down to the cart so you're not stuck with a one size fits all experience. And so today, we'll walk through some proven strategies from our BFCM playbook that actually move the needle needle on contribution margin. The first is gonna be test smarter discounts, not just bigger ones. Most brands default to a blanket sale, like 20 off everything, but that's rarely the most effective move. Wins come from testing how you frame value and not just how deep you discount. So what if you tried something different instead of, say, 20% on everything? What if you tried bundle and save 20% off with a free gift? And now we've seen the second one often perform better because it feels like a better deal. Even though the messaging of 20% is the same, you have a much higher contribution margin, helping you to stay profitable without giving a bigger promotion. Brands running offer tests in Vermont often see a 10 to 25% lift in CVR because the perceived value is higher without cutting deeper into your margin. And that gift with purchase we talked about, either together or on its own, is another amazing strategy because you're adding a much higher perceived value at a fraction of what this gift actually costs. Again, ultimately protecting your contribution margin while still driving conversions. And so the second thing we'll talk about is cohort based discounts to build repeat customers. Okay. So instead of putting all of your effort into a single sale, spread it out. Try offering the same discount across multiple orders to encourage repeat behavior. So, for example, let's say that your product costs a $100. Try promoting 60% off spread across your next three purchases versus 50% off the first order only. And over time, these staggered offers lead to higher lifetime value and less churn. It's especially powerful for subscription brands that want customers to stick around well after the holiday rush ends. And the insight here ultimately is to align your discounts to the desired behavior rather than just relying on one off incentives. And the last thing we'll talk about is price testing and gamifying the cart. Price testing isn't just about lowering prices. It's about finding the right balance between what drives conversion and what keeps your margins healthy. One Vermont partner ran a price test at $29.99 versus $37.99 for the same product, but they use premium imagery. And they found that the sales held held steadily at the higher price point, and this instantly improved profit. We had another client test buy more, save more with several different tiers. So 15% off a $100, 20% off a 150, and then you have in the car, add a little bit more, and you get 25% off $200. And they saw much bigger baskets. So the buy more, save more is also another discount strategy that improves contribution margin. You're incentivizing higher AOBs while maintaining a healthier unit economics. And so at the end of the day, brands that really win during BFCMs are ones that treat every discount and offer like an experiment. So don't just think about dropping prices. Think about how your customer actually responds to different offer experiences if framed differently. And one of the greatest things about FERMÀT is that you can do all of this without touching your main site. I wonder how many of you guys are already in a code freeze. With FERMÀT, you can build unique off-site experiences that match the creative in your ads and allow you to test different price points, bundles, card experiences, all without worrying about cannibalizing your core store, breaking something on the site, god forbid, or slowing it down. Once you know what converts, you can always bring those learnings back to your team, back to your main site to improve the customer experience for everybody. Thanks for taking the time, folks. Awesome. Thank you so much for those data points. I love the thought of being able to customize the discount experience for all your customers and try new verbiage. I know the bundle discounting is always what gets me, buy more, save more. So, yeah, those are some great points. Thank you so much. Alright. And for our next data point, we have our friends over at Skio. Take it away. Hey. Thanks so much, Aaron. Appreciate it. Hey, everyone. I'm Sandro, principal MSM at Skio. Thanks so much, Triple Whale, for having me. Super excited to be here. So just a bit about me. I've been in the Shopify ecosystem for about six years now and focused in the subscription space for just over two and a half years. I work closely with merchants, in partnership with partners to help our customers grow profitably. So quick background on Skio. So we're basically a subscription platform built to streamline your program and turn your portal into a true retention engine. All in one platform gives gives customers a seamless, passwordless experience and merchants the toolset needed to scale recurring revenue effortlessly. So behind our product is a powerhouse engineering product migration partnership support and success team dedicated to strategy optimization and partnership at every stage. We basically make subscriptions simple and offer support by experts who care deeply about your growth. So today, I'm excited to talk about why creating VIP experiences to reward longevity and optimizing your cancellation surveys is the key to drive revenue through retention. Alright. So let's talk about what's really driving growth right now. So across the Triple Whale dataset, we're seeing overall d two c revenue continue to rise. But when you peel it back, new customer revenue has basically flatlined. Q four last year was about 7,290,000,000.00, q three twenty twenty five about 7,110,000,000.00, yet returning customer revenue jumped 21%. So that's a huge signal. Growth is no longer being driven by acquisition. It's It's instead being driven by retention. And that shift is what's been changing the d two c playbook completely. The brands seeing the biggest wins are the ones who are building VIP experiences that reward longevity, not just loyalty points, but a real sense of belonging. Customers today, they wanna feel like inside insiders. They don't want a transactional thank you. They wanna feel like the brand knows them, remembers them, personalizes the experience for them, and gives them access that nobody else gets. A great example of this is Vatch. Just changing the slide. There we go. When they switched to SKIO oh, sorry. They're, one of the wellness brands that we work with at SKIO. When they switched to SKIO, they went all in on making subscribers feel genuinely valued, not just through discounts, but through experiences. They built subscriber only bundles, gave loyal customers early access to limited releases, and even launched gifting options so members could could, share their favorite products with friends. On top of that, they tightened their post purchase experience, clear communication with seamless gifts and swaps, and incentives that made staying feel good. Within months, they grew their active subscribers by four x and saved 30 ks a month in operational costs simply by optimizing retention and loyalty flows. That's what happens when you stop treating subscribe subscriptions as logistics and start treating them as relationships that come with solid perks. So as acquisition gets tougher and more expensive, the best brands are shifting focus from getting customers to keeping them, and more importantly celebrating them. When you make subscribers feel like VIPs by hitting milestones and whatnot, you're not just rewarding the loyalty aspect, you're engineering longevity. That's where the compounding growth happens. Now let's shift gears to the other side of retention, so the cancellation flow or the cancel survey you offer when someone's trying to exit their subscription. Most people think of the cancel flow as the end of the journey. But for top performing brands, it's one of the most powerful save points in the entire funnel. We see it in the data, and we work hard with our merchants on a dedicated basis to improve it. On average, 20 to 40% of subscription churn comes from avoidable reasons. Things like overstock, timing, having too much, or price sensitivity. That means you can win back a massive chunk of customers if you just meet them with the right message at the right moment. At SKIO, we always encourage our merchants to treat the cancel flow like a living, breathing part of their retention strategy. This is not just like a set it and forget it feature. So to fully harness the power of retention through humanized experience, you need to run tests, you need to try humor, and add empathy. We basically wanna make people smile before they leave. We've seen brands, use memes, GIFs, add heartfelt notes, even founder recorded videos saying, hey, before you go, I just wanna thank you for being a valued subscriber and a part of our community. We just want you to be aware of the alternative options you have so that you don't need to cancel. These little touches and reminders, emphasizing on the reason brands exist, help humanize the experience and drive real results. A perfect example of this, was well executed with one of our brands last year, so Dermatology. During VFCM, they offered a 30% off discount, for both one time purchases and subscribe and save orders. The subscribe and save aspect was subscribe and save forever, instead of their typical 20% subscribe and save to lock in more long term customers. So to prevent loyal subscribers from canceling just to go and grab that BFCM deal, we set up a targeted cancellation flow for anyone saying that they wanted to grab that BFCM deal as their reason for leaving. So by personalizing the offer to match that promotion, they retain 60% of those subscribers churning for that reason, closing the gap and keeping existing customers on their journey. So you wanna think, you wanna think of your cancel flow as a retention engine and, again, not as an exit door. Every small win and feel good moment helps compound saved revenue and gives you another chance at keeping the relationship alive. At the end of the day, growth just doesn't come from more traffic. It's coming from more trust. And when you nail both your VIP experience and your cancel flow, you're not just reducing churn, you're building a customer community that grows with you. And that's my closing remark. Awesome. Thank you so much. I know a big challenge a lot of brands do see is, especially subscription brands, that their customers are canceling to in order to get those BFCM deals. And so these are some great strategies that brands can look into when it comes to some of the challenges they're also seeing in subscription space. So thank you so much again. And for our next data point, we have our friends over at Sharma Brands. So take it away. Amazing. Well, thank you for having me. So So my name is Nick. I founded Sharma Brands. We actually just got acquired by Lunar Solar Group, a couple weeks ago, so very exciting news over here. But I'm gonna run through this case study of health and beauty brands. So, essentially, in 2024, conversion rate collapsed. It was down just under 30%, went from 4.4 to three, just over 3%. CPA surged 35%. ROAS crashed 32%. Health and beauty brands spent almost a billion dollars in q four. None of this, I think, is that surprising. Just all the changes in different ad platforms. The fact that most brands don't even think about brand, they just run a Facebook ads business, none of this is too surprising. Alright. So here are some thoughts on, patterns I saw, things I noticed that the brands were doing properly. So I'll read through the point, and then I'll just have add a couple thoughts. And, if there's any questions, drop them in the comments. But, first one is use multiple channels including TV to drive traffic and use dedicated landing pages that balance education and selling. Coordinated campaigns across paid social, email, and even TV can deliver a stronger fit in conversion when they point to landing pages built for shopping intent. So when you sync the messages across all your channels, paid social, search, email, TV, you know, creators too, that's another big one, your traffic quality improves because TV drives search and brand recall. You should align the landing page headlines and the angles with what was in the ad promise. That way, there's consistency through. And then, also, during this time of year, q four, especially around Black Friday, is some of the biggest times where TV is, TVs are on. So there's actually a report if you search, if you just Google search Atari BFCM report, you'll see a report that just came out, kinda focusing on TV there. Next one is lead with an offer to drive new customers and subscribers. The best brands focus on subscription first approaches with an offer that provided disproportionate value. So you've probably seen brands like Everyday Dose, or other supplement brands. They will basically you spend $30, you get $60 of value. You spend $50, you get a $100 of value. And what they're doing is creating this, extra value with products that are high margin, or low cogs, meaning they're you know, it's it might be a tin that holds your capsules. It might be a a three month subscription to the other ship app, which, you know, other ship is maybe lending for a dollar 99 because that becomes their acquisition cost. The brand gets to leverage that for free at the full retail price. You can see how the value gets created there and just makes it a no brainer for customers. Makes you leverage retargeting strategies outside of traditional digital media buying. It's not just about net new visitors. You need to also figure out how you can recapture everybody you've paid for. So whether you pair TV and CTV with Search Conquesting, you get your emails, SMS, all those triggers set up, you know, you should basically focus on, retargeting from all angles and, leveraging channels, whether it's TV or direct mail or programmatic. There are channels out there that exist where you can arbitrage the cost of retargeting. You don't have to only just retarget people on, Facebook and Google. Build a subscription program that explains ongoing benefits. Pretty self explanatory. You know, as you build a subscription program, you wanna make sure it becomes obvious how this becomes a habitual routine in somebody's life. The worst, is when you can build a when you've got a product that doesn't easily incorporate itself into a routine and you're basically always fighting upstream. Incorporate sophisticated and personalized email and SMS flows. Do not just use your set it and forget it basic set of flows from the beginning. Definitely look into generative AI emails if you're not already doing that for site abandonment, cart abandonment, checkout abandonment. There's a lot of signals if you think about all the tech that's come out over the last three years about understanding what people are doing on websites. All those signals are still being tracked, so you can actually use that now with generative AI, see exactly what somebody did on a site, what color genes they looked at, what flavor matcha they looked at, and incorporate all that in real time. Focus on gathering and showcasing social proof. I mean, this is a no brainer. You know, the more you can showcase reviews, UGC, expert validation, why it works, everything across I mean, every channel. The more social proof you put in, you think back to the as seen on TV ads. Those are, like, 80% social proof. So the more you can put in, the better it is. Make sure you leverage brand building and performance driving channels. So I'm a big fan of building brand, but I'm also a bigger fan of making money. So channels like Convergent TV, advertorials, partnerships ads on Meta and Facebook, leveraging creator affiliate networks, leveraging generative engine optimization, clipping, whatever it may be. These are all the kinda next channels and arbitrages that brands are focusing on. And, if you're not, then you're just basically behind. Sorry. I'm a little behind here on the slide. And then the last one is continue to keep your brand relevant on the brand marketing side of things. While you can focus on performance marketing, your brand has to feel cool. You cannot just focus on, you know, everything being bottom of funnel and offers and discounts. You have to make sure that your brand is cool in the first place so that the ads can actually work. And, so the takeaway here, you can't just run single SKU ads to product page product pages and expect customers to to try it. You have to cut through the noise, earn their attention, and then make it their idea to try the product. Best brands focus on offers, benefit education, and optimizing their subscription program. And if anybody's got questions, you can always DM me directly. There is a lot to take away from there, but some really, really great points. And you heard it from Nik himself. If you guys had any questions about these slides, please reach out. Thank you so much for the time. That was really, really, really great insight. And next, we have our friends over at Aftersell. Sorry. My my apologies. All good. All good. You, Aaron. Point. Thank you. Thank you, Aaron. First of all, tough act to follow. Oh my god. But congrats again, Nik. And I wanna kinda build up on what he said and what Sarah from Gorgias said. You know, the most valuable customers are the ones that you already have, and that's what I want to kind of talk about today. First of all, piece of good news. 12 out of 13 industries show AOV growth, between q one and 2025 with an average increase of 66.3%. So that's good news. And hopefully, you can experience that AOV growth, but we're here to help you kind of go through the challenges of this busy BFCM season and hopefully ease some of the, yeah, challenges that come your way. So what are the challenges? We all know. We've all kind of agreed. Probably, ad costs will skyrocket. Probably, margins will shrink. And what can we do? What how can we all empower you, merchants, to, you know, make this BFCM your best one possible. And what are the cool brands already doing? I think there's been so much amazing content and tips, already at this session. And I wanna share a few more that we've heard from over 40,000 customers, that are winning every BFCM and just improving month over month with us. So similar to what others said, instead of only focusing on chasing new clicks, finding new customers, Think about the current customers that you already have, that you already acquire, that you paid lots of money to acquire. What is an additional opportunity there? What is this hidden profit after the sale? And think of things that you can incorporate throughout your customer journey. So everything from cart, checkout, post purchase, thank you page. What are the additional upsell opportunities that you can incorporate? And by the way, lots of brands say, oh, that's too much. That's gonna be way overwhelming to my customers if I add an upsell at every stage of the transaction journey. That's definitely not what we're recommending. We're recommending testing different things out and seeing what works for your unique set of customers. Because every set of customers, every audience is different, and everybody's going to resonate to, different things. So why don't you try things like, finding the best sellers in your store and adding some urgency, perhaps the timer or, you know, limit the time offer. Try the post purchase, very underutilized page, on many stores right now, or a non existent page. What if you treat your thank you page or confirmation page not as just, you know, here's your order confirmation, here's your shipping details, thank you, see you next time. Why don't you add something else there and just see what happens? You can always remove it if it doesn't work, but what if it actually works? What if it can be the next amazing cool thing, that really helps you stand out? So one sec. Yeah. So similar to what I said, I'm gonna leave you with three things you can try this BFCM and see what happens. Bundle with intent, see what's already selling very well, make the limited time offer, to that best seller because you know that, it's already working. So just try it again. You know, double down on what's already working for you. Upgrade that thank you page. Don't waste that real estate. Put something else on there. Something that could be useful and relevant, and see what happens. And try that post purchase. I know lots of people are feeling that maybe it's not gonna work, maybe it's too intrusive. Give it a try and see what happens. And of course, we're here to help you with all of this. And not just to apply the same approach to every single customer, but to find the unique combination, the unique recipe that's going to resonate with your specific audience. One more thing I wanted to say before, I pass it on. We've all probably heard Shopify and OpenAI are partnering up, which means, this is the key moment to make sure that your brand is recommended in ChargeGPT. How do you do that? Start looking into it. Start optimizing. Partner with the tools that can help you actually get indexed and recommended by those LLMs, and that's how you're gonna stand out. Because everybody from me to my dad, they're already asking to GPT, where do I go? I just find Christmas presents. So start leveraging those new opportunities and shy away from them, but actually capitalize on them. Thank you so much. If you have any questions, please let me know. We're here to help you, and thanks everyone. Thank you. I know I'm a sucker for post purchase offers. If I was hemming and pawing on a product before I went to checkout and then that product and my post purchase offer is there with a percentage off, you got me. So really, really good ideas for, this coming holiday season for people to look at. Thank you so much. And on to our next data point, we have our friends over at Alen. Take it away. Thanks so much, Aaron. My name is Joey. I'm the vice president of marketing at Alen. We make premium in home air purifiers. Today, I'll be sharing tips on electronics. So consumer electronics brands grew AOV by 7%, 7.2% in 2025, six times better than home and gardens, which only had a 1.1% increase. So when it comes to smart home electronics, it's key to take an integrated approach. At Alen, product development and marketing go hand in hand from the beginning. Our marketing research informs our engineering teams to ensure that we're building products that have the right product to market fit from the ground up. We implement a lot of customer research data around high value technology needs into our product road map to ensure that the innovation isn't just about the next best thing, but it's really focused on how we provide customers with something they're truly seeking but haven't been able to find yet. After the new technology is produced, we develop our marketing messages. When it comes to key differentiators, we go right to our mid and lower funnel messaging and channels and campaigns to drive more education around these features and how they set our brand apart from the competition. The mid funnel is really where customers are evaluating your brand against the competition and it's where your unique selling points and proprietary value drivers will lead customers to the conclusion that, yes, this is the brand or product for me. We see with the many platforms, the retargeting capabilities of competition around people who are considering products are very high. So you have to understand that when someone's looking at your product, they're getting hit with your competition. So setting yourself apart, is really key in those mid funnel messaging. As marketers, sometimes we can get focused on closing the sale, drive a lot of value or urgency messaging, and we can inadvertently assume that all the information on our site or PDPs have told the customer everything they need to know about our products to make their purchase. When it comes to technology specifically, we should take each customer touch point as an opportunity to educate and convey the key messages we want customers to take away. And so I see it often. It's all too common for brands to speak around the engineering or the specifications or the material difference of their products mirror those with your brand's emotional connection to your target cons customers and win their hearts on the brand. We don't just tell them what the new technology is, but we tell them why it will make their life better and how they cannot find these features in other products. This is what can really earn a customer for life even if if a competitor has a slightly better feature or spec than yours. They're envisioning what their ultimate reality will be when they use your product or purchase your product. So one one example of that is our air ID feature. Customers wanted to know exactly what is in their air at their homes. They were getting notifications that the air quality is lower, and they have a an air purifier, so it's a great solution. But when they saw a generalized air quality indicator number for the air quality, it didn't really mean anything to them. They wanted to know what the trigger for the decline in air quality was. This would enable them to adjust their lifestyle choices in alignment with their environment. AirID was developed to identify the change in air quality due to factors such as pollen, dander, smoke, and now customers can take allergy medication. They can get their dog groomed, or they can avoid outdoors to compensate for the identified air quality issue. Giving customers this knowledge and showing how to respond to the new technology led to quick adoption of our new units with this feature. And then we bundled these units, together to cover their whole home and had a significant impact on AOV. More than 40% of the units sold each month are sold in bundles, and the number of units sold to new customers went from an average of 1.2 to 1.8. Thanks so much. If you have any questions, happy to help you out. Awesome. Thank you for that. Yeah. My big takeaway, it's the importance of education, but education that triggers an emotional response, and that will fuel the buy and the loyalty. So that was wonderful. Thank you so much for your time and and those points for us to, learn from. Our next speaker is from ShipBob that will be sharing their data point. Hello, everyone. Thank you for having me. My name is Maxwell. I'm on the partnerships team here at ShipBob. A little backstory. I've been at the company a couple years, begun an outbound signals, and I was able to chat with a lot of customers, face to face because of that. And, I have this is my second career. I came from the film industry. Please look me up on the Internet movie database, and ask me questions later. But, I'm here to chat about some of the complexities behind, you know, the different strategies behind some of these categories and, how it differentiates. You know, consumable categories, they have distinct omnichannel strategies. Spoon beverage is definitely the most meta dependent. As you can see there are some of the numbers, almost 75%, plus in meta. Health and beauty aggressively test new channels, also with meta leading, in in some of the analysis there. And pets and animals is most diversified with a pretty, robust share between the different channels. So replenishment brands, you know, they're gonna need omnichannel three p l infrastructure as they expand beyond Meta. Health and beauty's heavy app loving investment, you know, 2.2% of total spend is, like, 70,000,000, and pets balanced Google strategy, and that's 28.8%, versus eighteen, nineteen for others. They show that these categories are selling, across multiple platforms simultaneously, and therefore, it requires fulfillment partners that can handle diverse order sources as well as maintaining consistent delivery for the returning customers to drive revenue. So moving on, I'm it's, you know, it's clear that omnichannel advertising drives growth, but it also drives operational complexity as well. You know, as brands are and then oh, am am I controlling this, by the way? Didn't mean to jump off. I think I'm gonna use go to the next slide if I'm not, unless I am. Okay. Yeah. Thank you so much. Okay. So but pretty much, it's clear that omnichannel advertising is driving the growth like I was saying. You know, as brands are expanding into multiple ad channels and storefronts, like TikTok, their website, their Shopify, their Amazon, they need fulfillment that can support and fulfill orders according to each channel's requirements, so while keeping the returning customers happy. Brands expanding into multiple channels will usually find that, you know, omnichannel sales can create fragmented order sources. You might be using one fulfillment partner for d to c orders from your website, another to help manage your marketplace orders from Amazon, and the third to manage TikTok orders. That likely means reconciling orders across three different platforms. It does not sound fun. Returning customers expect consistent delivery, experiences no matter where they place their order. So whether it's Amazon or TikTok shop or your website, the experience should remain consistent. Again, that's difficult to manage across multiple multiple fulfillment platforms. And some of you might could, you know, attest to the fact that if you are a certain brand's customer, you do expect the same experience no matter where you're buying them. So, you know, that can give you a a sour taste in your mouth. So some operational challenges here include managing multiple storefronts, handling peak season spikes in subscription fulfillment, delivering branded memorable unboxing experiences at scale, and allocating inventory efficiently across warehouses. So to move on to the final slide here, essentially, you know, if you're a brand with intentions to scale, you need to make sure your fulfillment partner has the capabilities to grow with you. You know, like like we said, replenishment brands need omnichannel three p l infrastructure as they expand beyond meta. Brands selling across multiple platforms simultaneously require fulfillment partners that can handle diverse order sources and maintain consistent delivery for the returning customers as well as driving their revenue. So as you evaluate your three p l after peak season, end of the year, make sure you're asking the right questions about omnichannel order management. Are they integrating, do they integrate across d to c marketplaces and other social channels? You wanna also ask about the shopper experience. Can they support branded packaging, support for Amazon fulfillment, and automated gift notes to maintain loyalty across the channels? Scalable infrastructure. Where are their warehouses located? How do they plan to lower your fulfillment cost while they're improving your delivery speeds? And, you know, finally, data driven insights. Can you analyze your omnichannel orders from one dashboard? Do they have an integration from Triple Whale to help you better analyze real time tracking of fulfillment costs, shipping times, and inventory. So, you know, this is all to say that, of course, ShipBob, we're offering all of these capabilities and more. So, you know, if you're looking for a new three p l or you plan to in the near future, please do reach out. Look me up on, like I said, IMDB, LinkedIn, all that. You know, ShipBob never stops, taking in new inventory for q four. So, it's a very busy time of year, and we're happy to help. So thank you. Thank you so much. Sorry. You heard it there. If you guys are looking for a new partner, definitely consider ShipBob. There is also we have some people in the audience speaking very highly about ShipBob, services as well. We all know how important the delivery experience is for a consumer. So thank you so much for your points. This was amazing. And next up, we have my friend and colleague over at TripleL with our next data point. Take it away. Hey, everyone. I feel so privileged to be presenting on this panel. There are so many experts on this panel. So, again, yeah, super grateful to be here. Aaron, thank you so much for having me. Alright, guys. I am Simone Abawa. I'm one of the tech partner managers here at Triple Whale. And if you're not familiar with Triple Whale, we are, the data intelligence platform built for faster, more confident decisions. Now most platforms are probably telling you what's happening, but here at Triple Whale, we actually tell you why and more importantly, what to do next. We work with 45,000 brands and, I will also put my LinkedIn, in the chat afterwards. So if you have any questions, feel free to reach out to me. Alright, guys. Now let me share a compelling data point with you. Brands using no bid strategy achieved 2.53 ROAS. Now that's 14% higher than lowest cost without cap campaigns. Yet 85% of spend still actually goes to bid constrained campaigns. So let me show you what the data tells us. Now looking at meta segmentation strategy data from the past thirty days as of 10/15/2025, we can see that the performance across different we can see, sorry, the performance across different bid strategies. Now all bid strategies combined show a 2.32 ROAS across over 23,000 accounts and nearly 300,000 campaigns with total spend over $4,600,000,000, and that's billion with a b. But when we break it down, no bid strategy where you're essentially letting Meta's algorithm work without constraints delivers a 2.53 ROAS. Now that's the highest performance we are seeing. Compare that to the lowest cost without cap at 2.21 ROAS or the various cap strategies ranging from 2.02 to 2.19. Now despite this clear performance advantage, we're still seeing 85% of spend going to bid constrained campaigns. So there's a real opportunity here. So why is this happening, you may ask? Well, trying to control Meta's algorithm actually hurts your performance. So first, campaigns with minimum ROAS targets pay a 40% higher CPA, which is $43 versus $30.61. So you're literally paying more to get worse results. Second, big caps limit delivery and stop the algorithm from learning efficiently. So you're essentially tying one hand behind Meta's back. And third, and this is the key insight, hands off campaigns not only scale faster, they actually drive stronger ROAS at a lower cost. So the algorithm is designed to optimize, but it it does need some room to work. Alright. So here's the tip. Stop over optimizing. Trust the algorithm to do its job and focus your energy on what actually moves performance. Now what does this mean? Well, this means that strong creative testing giving the algorithm great assets to work sorry. This means that, strong creative testing is giving the algorithm great assets to work with. So clean, high quality data signals, making sure your pixel and conversions API are actually set up properly is super important. And broad audience strategy testing. Now letting the algorithm find your customers rather than constraining it with narrowing targeting is going to be key. So sometimes, honestly, the best optimization is actually just getting out of Meta's way. Alright. Now here's another critical insight. Brands are overspending on less efficient campaigns. So search campaigns deliver 4.95 ROAS, a 6.72% conversion rate, and a $16.71 CPA. Performance Max, on the other hand, generated 3.62 ROAS, a 3.75% conversion rate, and a $23 CPA. Yet here's what's really happening with budget allocation. Brands are spending 46% more on Performance Max, $454,000,000 versus $312,000,000 on search. So let me break that let me actually break down what we're seeing in this quarter. And data from Google Ads campaign, sorry. Let me try that again. Let me break down what we're actually seeing, this quarter, q three, from Google Ads campaign segmentation stats for 15,000 brands. So in terms of total budget allocation, Performance Max is getting 59%. So that's $454,000,000 shown in red while search is only getting 41% or $312,000,000 in Ubergy. So when we look at actual ROAS performance, Performance Max delivers 3.62 compared to searches at 4.95, which is a significant gap. Now conversion rates tell the same story. Now Performance Max converts at 3.75%, while search converts at 6.72%, which is which is nearly double. Right? So the data is clear. We're putting more money into the campaign types that are actually performing worse. Now the send it and forget it automation can be costly, and I think Nik Sharma Brands also touched on this. Performance Max gets more budget despite despite lower efficiency. So brands are essentially rewarding underperformance with more investment. Meanwhile, search campaigns are cheaper, they convert better, and they drive higher ROAS. So the metrics really speak for themselves. Search is the more efficient performer. Now the issue is that over investing in automation limits the algorithm's ability to focus on proven winners. So when you're spread when you're spreading your budget too heavily into automated campaigns without strategic oversight, you're actually diluting investment away from what's actually working. So what's the answer here? Well, rebalance for performance. Allocate more to high performing search campaigns. Let your winners win. Give more budget to what's proven to deliver. And use automation to complement, not replace manual wins. Performance Max has its place, but it shouldn't be your entire strategy. So use it to supplement your core search campaigns. And then feed your algorithm strong creative and clean audience signals to actually maximize its learning. So whether you're running search or performance max, the fundamentals remain totally critical. Quality inputs drive quality outputs. And that's pretty much it for me. So I wish you guys all the best for BFCM this year. You guys are gonna crush it. Thank you so much, Simone. Really appreciate that. I know that you kinda jumped into the second data point, but, like, I think the big first one that you guys were talking about too is just how the data was really showing that you wanna be hands off, with your campaign just to scale faster and deliver those stronger ROAS at a lower cost because, really, the algorithm for Meta, like, it just needs room to optimize from what I gathered from that. So thank you. Thank you so much for your points. Alright. Let's move on to our next speaker. So we have our data point coming from Snapchat. Snapchat. Thank you. Can you guys hear me okay, Aaron? We're great. Sweet. Greetings, everyone. I'm Rick Lucas. I'm the head of performance go to market at Snapchat. Very excited to have this conversation. Yeah. I was at watching the the the the comments, and somebody was like, oh, man. This might be a sales pitch by everybody. And then I was like, oh, man. This might be a sales pitch by everybody because I haven't seen all the slides. But, like, as I'm listening to this, this stuff is fantastic. I'm I'm actually learning so much. I hope that you guys are getting as much out of this as as I am, and I hope that you get as much out of this part as as I hope that you will. So it sounds like this conversation is is is making a couple things pretty clear to me, and that is, finding new customers is really hard, and focusing on retention is very, very important. And those things are both extremely true. But I contend that you certainly cannot ever, under any circumstance, never ever ever take your foot off the gas when it comes to trying to reach new customers. And so I'm making one point in this and I will be brief. Acquisition is incredibly import incredibly important and Snapchat can help you do it, maybe even on the cheap. So this is some good information, I think, to start with. You know, having third parties support some things that we feel like are true, unprompted by us, makes us feel really good. That's a very, very, very strong ROAS. Our conversion rate is highest in the industry. A 3.37 conversion rate is hard to achieve, especially for a platform that historically was known as as kind of an upper funnel, kind of fun engagement AR platform. If we're dry if we're driving 3.7% conversion rates, for lower funnel campaigns, that's amazing. And then it makes sense why you see something like the third bullet point, which is, according to Triple Whale, Snapchat has the, a much lower CPA, lowest in fact, and and 42% lower than Meta. So that's that's all good stuff for you to be aware of. And let me if you jump to the next slide, there's a couple of other ideas related to that. In order to capitalize on that during this time period. Right? So it's like we're telling you, new customers, you need them. We feel like because our audience is so unduplicated that you can find them in abundance on Snapchat. But our message to advertisers is is was very clear, start early. Don't wait. You'll get a lot more out of you launch the campaign early, and we were so bullish on on this idea that we had an event in September where we offered every attendee that was at the event as a as a performance focus event, a one to one match coupon if you were there in October, because we knew how important accelerating in October was. So that message is is pretty much clear through the second point. You wanna have some momentum going into Cyber Week and and not start to rev the engine beforehand, especially as a lot of folks on this call would be if you're new to to Snapchat. And I would say that the the fact that we are doing so well is not just a fact that comes from from Triple Whale, although we do appreciate it, but this is industry wide. Again, proactively, third party attribution part measurement partners are coming to us and telling us that when it comes to acquisition, Snapchat is the strongest. That final step there is from, a study from FOSFA in 2024 that Snapchat's just got a a a better way to acquire new, maybe because there's so many new of them that aren't on Meta and some of the other places where a lot of folks are spending their time. One other stat from, Business Insider, they also say that Snapchat has the lowest new customer acquisition cost. So wanna make sure I emphasize this point, new customers incredibly important, hard to find them, maybe we can make it a little bit easier. If we jump to the next slide, just a few points on on on why it would be easy for you to transition to whatever you're doing, to giving Snap a chance. It works. The creative that you're using a lot of other places works, especially right out of the gate. Over time, as we start to build up, we wanna do some things that are very unique to Snapchat, but we've seen that if you have some good performing creative on TikTok, talk a lot about that, or on Meta, and you bring it to us, has a very good chance of of of working. For us, our I'll be honest, our models ain't as big as matter just yet. So we need strong signal. So, we won't let you launch unless your signal's strong. Pixel, CAPI, you know the stats, but we won't let we used to let them do it, we don't want we won't let them do it anymore. And the thing about Snapchat and where we would go over time with your brand is towards authenticity. So, like, we're paying creators a ton of money to post content on Snapchat. And the difference on Snapchat is that they make so much money from really just getting out of bed and posting. They don't have to have a shiny veneer. They don't have to be doing anything special. They just have to be them, and that stuff works best for us on the creator side and certainly works best for us on on the brand side. So I'll say this just to to kinda close it out. Every dollar is really important at this time of year. Capturing new customers, we know it's not easy to do. Do not give up on existing customers. I love all those points. I'm glad they're making them. Retention is super, super, super vital. But Snapchat can help make it a little bit easier, to to to find those new customers in this period. And for those of you that are interested, I'll post my email in the chat and and hit me up. We'll have a little something, to make it even easier for you to to launch a a a Cyber Week campaign with us. That's it. Thank you. Well, thank you. You have a lot of questions, so if you can stick by in the chat, they would love to hear from you. I know for myself as a consumer, I'm looking for more authentic content with my brands. So it sounds like Snapchat can really help you do that with yours. It might be something you wanna consider. But, yeah, if you can stick around to answer some of the questions, that would be great. Thank you so much for those points. Next up, we have our friends over at 829 with our next data point. Oops. Need to switch out the speakers. Give us one quick second. Awesome. Alright. Alright. Hello, everybody. My name is Jack Giblin. I'm the, head of AI search and strategy here at 829 Studios. We're located in Boston. We're a performance marketing agency. I will hop right into it, with a data point on from our host at Triple Whale. Brands generating over $10,000,000 in gross merchandise volume tend to have much stronger channel diversification even when their cost for acquisition or cost per thousands impressions are similar to smaller brands. So for brands under 10,000,000, we see a heavy dependency on meta advertising, typically over 70% of total ad spent. That makes it difficult to test other channels effectively, and their return on ad spend on Google tends to average just 3.48. For brands greater than 10,000,000, with the, gross merchandise volume, strategies the meta dependency drops to 64%. The higher Google profitability, ROAS jumps to 5.33, and Amazon is a key, growth driving channel here, achieving a 10, 27, conversions. So what we're trying to say here too is that growth and scalability come from connecting your marketing channels. Right? And that's exactly what we actually set out to prove at 829 Studios, that you can build a connected system where paid search accelerates your organic visibility and wherever campaign feeds a smarter, more efficient, content flywheel. And that's exactly, what we set out to do here. We created a content flywheel. So our client is a, outdoor furniture client. They sell lots of patio furniture. If you've looked for an Adirondack chair, you've probably seen them, in out there, just even at Home Depot, in the wild. So they've got strong visibility for branded terms, and people already, search for their products. But they've got very limited coverage in mid funnel and unbranded searches. Things like best outdoor lounge chairs or Adirondack chairs, versus, Adirondack chairs with, HCE lumber versus wood. And these sort of long tail queries are exactly what LLMs are pulling in, especially ones that are personalized to the user. So what we did is we utilized something called query panel, which I'm sure you've all seen this before. But when ChatGPT, when you type in a search, ChatGPT actually fans out that search into 10 or 20 other searches. Right? And these are all relevant searches that are very long tail, and they're somewhat personalized to that original search. They're reformulations related terms, comparative searches, and they're like implicit needs. So some examples would be like best outdoor lounge chairs, Adirondack chair cushions, comfortable Adirondack chairs for tall people. Very hyper specific, pretty tough to optimize for, with just a traditional content strategy. So we leveraged, persona building and AI to create this content. And then what we did is we created DSA campaigns for each of these posts, and the results were pretty astounding. So we did 2.7 k spend over thirty days. We had 60 k in conversion, a 13, x ROAS in ninety days, and a single query generated a five ten x ROAS. This strategy, helped our content immediately rank as well. So we noticed that if we were publishing organic content and we set up a DSA along with that organic content, it immediately got indexed a lot faster than normal. And we could actually use the feedback from Google Ads, the keywords, that we're ring for in the DSAs. We could then go back to the article and then reoptimize the article for greater visibility. So, again, DSAs signal new URLs to Google. They help you bypass the organic lag time of just waiting. They kind of kick start your content strategy. It helped us validate and derisk our content. So even though we were using some AI content, we still had everything reviewed by a human. We think that's very important still. And we then were able to take the feedback and and keep authorizing this content. So this is content that's gonna last a long time. And then this helped us just create a self sustaining asset. We can keep publishing and updating these blogs, and we know that we have valuable content because it is things that people are searching because we have that feedback from the OLMs, and we can see it in the campaign data. And that's all I got for you today. Sorry. I wasn't unmicking my unmicking my my apologies. Alright. So we need to use the DSA as our content testing lab. So thank you so so much for your insight there. Really, really appreciate it. Next up, we have our data point from Yotpo. Hi, everyone. I'm Michal from Yotpo. Been at Yotpo for about five years. This is my seventh BFCM, in the industry. So very excited to bring all of that, in today's chat. Specifically, where Yotpo kind of enters the conversation is around how we can help, merchants convert shoppers faster faster and keep them coming back for longer. Specifically, as it relates to Black Friday, Cyber Monday, a lot of what we will do is exactly what this data point is sharing with you is help you once you are working with, companies like Snapchat to acquire those customers or even speak to them with companies like Gorgias, helping you to continue to drive them back for more and more purchases when January or February sales are struggling a little bit. And as you can see here, the data shows that more and more customers are actually or excuse me, more and more brands, are generating revenue from returning customers rather than new customers. So today, I'm gonna show you some strategies and talk through some ways, that post BFCM. And during BFCM, you can accelerate some of those sales, drive customers to make that purchase that much quicker, and also keep them coming back during some of those slower months. So, specifically, when it comes to, before Black Friday, Cyber Monday, we like to think about warming that engine and creating some of that urgency and excitement. If you don't have a loyalty program, or if you do, something that we like to make sure that we're recommending to brands is that we're creating that urgency and excitement early. So launching some double point campaigns or early access perks specifically for your VIPs, maybe letting them get send out a better referral bonus to their friends, who bring in other friends into the fold. Essentially, we know and our data shows that when shoppers, know that they will earn more, they're more likely to buy more and to buy faster. When it comes to during the sale, the other thing that we help brands think about is once you're using all those many channels to drive customers to the site, how are you making them feel confident in making that purchasing decision no matter where they're finding you? How are you helping them make sure that if they haven't heard about your brand before, but they're scrolling through Snapchat or scrolling through TikTok or wherever they discover you, that they can quickly click on the product, learn everything that they need to know about it, and make sure that they're making that purchase with all of that social proof. So we have a tool essentially. I know everyone's talking about AI these days and shopping through chat QPT. Guess what? We also have a solution. So what we're helping you do is basically look through all of those many thousands of reviews that you've collected and give a quick summary, like, maybe you've even seen it on Amazon. Customers typically talk about loving the fabric and loving the fit, and they typically actually size down in products like this. So we have a tool just like that to help your shoppers convert faster by summarizing all the many thousands of reviews that you might have on your site to help customers and potential customers understand what they love, what they don't, and make that faster buying decision. And brands that actively collect and display those reviews in a cohesive way during shopping periods end up seeing a much higher conversion rate, think 63% higher, than those that don't. During the sale itself, after you've already kind of warmed that engine and your car is on, loyalty shouldn't sit in the background. If you do have that loyalty program, something that we typically advise for brands is that they make those rewards or those extra bonuses super visible across the buying journey, whether it's on that product page, in the account experience, or at checkout. Make sure the shoppers and your VIPs can see exactly what they'll earn when they place their order, and specifically make sure that they know that they can come back and make that next purchase and use those perks. And that's where I kinda get to the core, of where some of the bread and butter is with make sure making sure that you're retaining those customers is in that post BFCM window. After they think they've gotten the best that there is from you, that's when you're able to retarget them and say, hey, so and so. Do you know that you have 300 points that you earned on Black Friday, Cyber Monday? That's a $30 discount. You should come and claim that before it expires. I don't know about you, but when I get that sort of perk or email from Starbucks or wherever else, I'm like, oh, shoot. I gotta go get my coffee. Otherwise, I'm throwing money in the street. Your shoppers have that same kind of psychology, so it's a great way to engage them post VFCM and make sure that these rising rising acquisition costs, you're able to justify them over a longer course, a period of time through retention. And so, really, what this breaks down to is bringing loyalty into the forefront, optimizing some of those trust signals to make those shopping decisions faster. We showcase reviews across, obviously, your website, but all various different social channels and retailers as well so you can then capitalize especially on that post BFCM window. Really excited for you all as we head into this next BFCM season together. If we can be helpful, just give us a shout. I'm really thankful to the Triple Whale team for putting this all together. I know I've learned so much. Awesome. Thank you for that. I cannot stress enough the importance of letting your customers know where they're at with their loyalty program. It's one thing to be a part of one, but if I have no idea where my points are at, what my points can get me, the percentages off, I will never utilize it. And then there's no point having that loyalty program. So really, really, really great reminders, and thank you so much for those points. Alright. And for our next data point, we have Cuddle Clones. Take it away. Hi, guys. My name is Miranda. I work at Cuddle and we make a bunch of custom products that feature your pets. It's a really fun brand. And, I'm our performance marketing manager, so I'm here to kinda take what everyone has said from, you know, software or advertising companies and kinda bring it into how we work as a brand and how we've been able to utilize different channels. I think there's been similar sentiment said this whole, you know, this whole debate of how, you know, CPMs are rising and costs to acquire new customers are increasing. So I think being able to diversify your ad spend really, really helped our brand, and I'm hoping it can help yours as well. So our data data point is that we diversified our ad spend last q four, and we saw a 60% increase in revenue. We're a pretty large brand, so that is a big jump for us. And by adding new channels, we really saw the effects of how we were able to combat the rising costs that come from Meta. So, yeah, diversifying ad spend drives more revenue. If you can reach customers in new spaces, you're able to increase your brand's awareness, eyeballs on your website, and drive sales. So many brands really only focus on Meta and Google, so they're leaving other audiences untapped. I think Rick from Snapchat did a really great job talking about this where there's people on other channels that aren't just Meta and Google that really do wanna buy your product or interested in your brand. So if you can reach them with advertising, maybe you could have could not have been able to reach them organically. So if you can add ad spend in new channels, it's really a good way to grow your brand. So we did add two additional channels last q four, and we drove an additional $2,500,000 in revenue. And that was at a 28% lower CPA than Meta. So last q four, we added, AppLovin and we added Pinterest, and those were the results, which was really great for our brand. This year heading into q four, we added Snapchat, and we also added YouTube. So I'm excited to maybe come back next year and share what those two new channels are doing for us. But, it really was a great way to grow our brand. And existing ads can be repurposed across these channels. So, again, echoing what Rick said where you can just take those meta creatives and plug them into Snapchat and get a lower CPA and a better ROAS, in a new place. So managing more channels can be more work and it can be a pain point of wanting to add, you you know, another channel. Oh, that's gonna be more work. But to start, you can always take creatives that you already have and they're already working and really grow your brand by doing that. That also helps with the brand halo. So that's going to improve your conversion rate and your click through rate, via brand recall. So if you're on a meta ad and, oh, I saw that brand on Snapchat or, oh, I saw that brand on TV, you're going to convert probably faster and need less convincing on that ad. So all of these brands will work together when you're advertising on several different channels. And then increasing a lot of CPMs make everything harder and more expensive. If you're only dependent on one channel, it gets really hard to crack that channel when the costs increase. The cost have increased significantly this year on Meta, and I think that's gonna be even harder in q four because we know that CPMs will increase in q four regardless. So we know that if we can add these new channels, we're going to be able to drive more revenue. And, yeah, this is just showing the data based on Meta and, that they're three times more than Snapchat and TikTok and Pinterest. So you can add these channels and drive a lower CPMs. So if the cost to show it to a thousand people is lower, you're going to overall see better results. So again, diversifying just two to three channels can help, reduce your CPAs. We're seeing that across all of the channels. And I think that there's a fear that a lot of people have that, oh, well, if I go on to a new channel, then, you know, I'm just gonna be posting to the same people. We actually saw very little overlap, when we did this with other channels. So you can take Triple Whale's channel diversification and you can map out and see where, if there's any overlap from the channels. And we actually saw a less than 5% overlap on $3,000,000 of spend. So we were able to compare Meta and AppLovin and Pinterest and say, okay. Well, are the same customers coming in? Are they overlapping? They really weren't. These were brand new customers that we are reaching that we would not have reached otherwise. So I really highly recommend other brands adding new channels to, you know, their q four road map. You know, we're almost in November, so we're getting really, really close to the finish line of Black Friday. So, if you can get in there earlier, you're gonna have more data to learn off of, and you're gonna be able to take those learnings and apply them into q four. So I would really highly recommend any brand getting into a new channel very soon, you know, as these costs increase going into q four so you can find success. I mean, I don't know about you guys, but as a brand, if I was on the fence about adding a new channel and I just heard that CuddleClones, they added two additional demand generational channels and drove 2,500,000.0 more revenue at a 20% lower CPA than meta. No more convincing. I'm done. I'm doing it. Thank you so much. Those are some great data points. Really appreciate having you here. Yeah. Alright. Next up for our next data point, we have our friends over at adQuadrant. Take it away. Aaron, thank you. My name is Jeremy Fenderson. I'm the senior director of strategy here at adQuadrant. We are a AI powered growth studio that helps consumer brands scale. Right? We do that through fusing AI, media, creative, and commerce. And, really, what I'm coming to you today with, if I can talk to you as if you were a client, is over ten years of Black Friday, cyber Monday in the trenches scaling, waking up on December 31, analyzing whether we grew by 30% or not or whatever your goal is. And I'm gonna give you a bit of insight that's not on these slides as well as what's gonna go next. We're gonna go strategic for a second and say, if I were you if I if I were standing in your shoes, here's what I would do, and I'm gonna give you something tactical you can turn on right after this call if you allow. Right? So, the one thing I want you to think about as I I bring this to you is we have connections with all the ad platforms, all the tech platforms. We've deployed the strategies. So when I bring this to you, I I'm I'm gonna ask you to develop a set of skills. Right? So the first piece is, that you want to develop an innovation framework. Right? You want to look at your goals, how much do you wanna scale, and take all these amazing ideas and put them on a list. Right? And you wanna, prioritize that against, impact and time to execute. And what you're really building is a war chest for go time on Black Friday, Cyber Monday. You wanna know what creative works to what audience. You wanna have that beeline strength to the CFO so you can scale to get that incremental revenue. If I were listening to this entire, day of presentations, I'd be listing that out to say, what do we wanna implement ahead of Black Friday, Cyber Monday? So you know we go after, really scaling, Challenger brands, and we love a scoreboard. So what are we up against? CPMs are up eight to 33% year over year. CPAs are up one to 43. We know costs are rising, but that's the exact game we were stepping into, and we're gonna articulate how we can win on that. So let's talk about it. So the q four playbook has changed. Right? Last year's strategies are not going to work this year from a, and they'll they'll drain budget. Right? So auction dynamics are fundamentally different. Right? There are things going on in the world that are also impacting your, your buyers, buying decisions. Right? Higher budgets and scaling isn't gonna fix it. Right? So we need to do something different. Also, shocker to the system, one generic promotion and message is not going to resonate with everybody. So what I'm going to do today is give you a bit of a framework and give you some tactical pieces on how you can leverage AI driven efficiency to scale. Right? Let's talk about this for a second. And the example I'm gonna give you is Meta, but I want you to take that lens off and think about every platform that you have available to you, and how they're leaning into AI, and what their algorithms are really driving. I'm gonna give you some insights from some strategies that I literally talked to yesterday. Right? They're prioritizing, driving the right signal into platforms, like like Meta and TikTok and others. Right? So it's not just ROAS. It's not just your revenue. You wanna embed your cost. You wanna tell the platforms which purchases matter most to you, like a net new customer purchase, like a customer purchase that has a higher LTV. You wanna give them better signal. Right? The other thing you wanna do, and I'll get into it here if we go to the next slide, are these two things. We all know that we go back one. We all know that we've created a persona document that we published and we never looked at again. Right? That's not helping our strategies. So the first thing I want you to do is to leverage Meta's persona based text generation. Right? We did this for a, for a haircuts brand, and what it it actually does is it takes our original assets, our copy, our creative, and it generates personas based off the data we're giving you giving it, and then it says here your top three personas, and it generates copy. What this does, it allows us to speak more specifically to the audience and get them to convert. Your, 20% off discount may be consistent, but how you talk to the grandmother, to the, daughter, to the working father needs to be different in order for it to resonate. Right? The second thing you wanna do because your creative team isn't gonna triple overnight, you and I both know this. But you wanna be able to scale creative with limited assets. So another thing we did was we turned one asset into 10 plus assets, right, by leveraging, placements, audience diversification, and creative sizing, which allowed us to change one asset into 10 plus and feed the algorithm better content to convert. That led to, 7% more purchases, 6.5% lower cost per purchase, and it actually allowed us to unlock additional personas that we weren't even testing. Right? So when you think about those as two strategies on this road map or this war chest you're creating, you wanna think what AI enabled strategies and and features are these app platform that I'm testing on and scaling on, or do they have today? And how do I test those against, my goals ahead of Black Friday, Cyber Monday? These are two that you can activate today, the advantage plus features, and then also zoom out a bit because the other side of it is if you're on Google, if you're on Meta, if you're on TikTok, with Symphony, and so on, you can create this competitive advantage while others are looking at kind of piecing to get out their solutions. Right? Yes. You can generate any image. Yes. You can generate a voice over, but we want you to put together a war chest of scalable and proven AI driven strategies that you can take into Black Friday, Cyber Monday. These are two, but there are a lot more. If I were you going into q four and we're already here, then this is happening again, I would be thinking about what are my goals, how do I accelerate, what can I test improve, and then how do I make sure I can double down on that for Black Friday, Cyber Monday? So unlock this today, and if any of you wanna talk with us about how we're doing this because this is just a tip of the iceberg with our other clients, we're happy to speak with you. But crush q four. Thank you. Megan said alright. I'm on the edge of my seat for that presentation. Thank you so much. And what I really wanna take away from that, no more generic messaging or promos. We need to be utilizing AI to personalize messaging, some automate creatives, and we really wanna win by being just more relevant to the right people and not just outspending everybody else. So, yeah, that was a really great presentation. Thank you so much for your time. And on to our next data point, we have our friends over at Lunar speaking. Take it away. Hey, Aaron. Thanks very much for having me. You guys can hear me okay? Cool. Yeah. Jeremy, that was a great presentation. Really, as Megan said, edge of the seat stuff. Gotta be a hard one to follow, but I'll try my best. Obviously, you know, we're an hour and forty minutes deep here, so I'll try and keep this as, precise as possible and as educational as possible. I'm coming in here from Lunar Solar Group. We're a tech enabled full funnel performance marketing agency. That's a lot of words. Essentially, what we do is we partner our brands. We leverage some of the technology that we have built in house. Some of that including, which most of you may know, the likes of no commerce, stay AI. They've now gone through their own things. And we really try to lean into matching what our media strategy is to our ecomm strategy is to what our retention strategy is. The way I like to look at it is if, you know, if there's any like football fans in here, if you as your offensive coordinator and your defensive coordinator, it's gonna be very important for a successful team for those two people to be working in unison and communicating all the time. You can go out and put down 50 points on a scoreboard, but if you're conceding 51, it doesn't matter. At the end of the day, the whole team as a group still loses. So that's where we do try to position ourselves and try to solve problems. I'm not here to try and sell you on, Leonard. You can look us up or DM me if you want. I'm gonna try and give you some action items ahead of q four. Being conscious of the fact that realistically most Black Friday sales for, I would imagine, most of our watching this are gonna start within the next month, given code freezes and whatnot. Probably not gonna be a whole lot of very technical deep dive time for testing in that period. So we're gonna try to give you some things to watch out for and easy shifts, both both both from a mentality perspective and an execution perspective that you can apply. These data points are good. They show they show some decent trends here. Obviously, conversion rate dropping down, marginally from 2023 and 2024. CPA increasing, as well across the board too. I wouldn't if you're not within these ranges, I wouldn't worry too much about that. These are very much just just benchmarks. These are gonna be obviously dependent on what vertical you you are in, how much money you're spending, what your price points are. So I wouldn't worry too much if you're not within these, data points. But, yeah, moving on to some of the moving on some of the highlights here around what you can prep for or I guess ways to think about your entire full funnel ecosystem moving into q four. Obviously, do we all know those front end metrics unpaid are are gonna be very much more expensive than q four. You're gonna have higher CPMs and higher, CPCs. I think a really good way to you know, a really good metric to look at in this period is, obviously, intent is gonna be higher, blah blah blah. We all know that. But something to really look at is going to be your revenue per session, and how that reflects, or how that relates to your CPMs and your cost your click costs. Obviously, you know, we're gonna see that high intent. As I said, we're gonna see that massive spike in Black Friday, Cyber Monday period. But making sure that we are seeing that increase in revenue per session as well so that we're offsetting that much more that we're paying on our paid channels is gonna be very important. You don't need more traffic. You're gonna probably get more traffic. And in that case, because you're gonna have this massive influx of high intent traffic, you're gonna wanna make sure that wherever the traffic is coming from is cohesive to wherever that traffic is going to. Don't just don't buy your traffic on your homepage unless it's working for you, then definitely do that. But don't just, you know, assume that if you put them on the homepage, they'll be able to find where they're going. Attention spans are somewhat getting smaller as we all know. So making sure that, you know, whether you're running like your DPAs, whether you're running, your top of funnel retargeting, whatever that might be, making sure that where that traffic is going to, knowing the knowing the customers, knowing the segments as well, are they people who are top funnel who need education, and are we giving them that education as an award for that click? Or are they people who are coming back, return customers, you know, middle, bottom of funnel in that consideration phase? And we just need to get them on a path to purchase as fast as possible. Making sure we're thinking about these two these these two things and not just treating all audience segments as as the same people. AOV, that's gonna be a massive lever, Black Friday, Cyber Monday. As I said, intent's gonna be there. People are gonna be probably I would imagine a lot of brands right now are seeing that potential dip right before the holiday season. People are gonna be coming back with intent. Let's leverage that intent with AOV levers. Right? Your conversion rate's probably gonna increase a little bit because we're gonna see those people who are gonna be waiting right now to come in for Black Friday, wait for them to see those ads for those big discounts. Making sure that we have AOV levers active, at least in some parts of the funnel, if not all, making sure that we are leveraging that high intent. People are gonna come they're gonna convert anyway. How can we nudge them that extra 10, that extra 20, that extra $30 from them? Because over the course of a 100,000 sales over Black Friday, that's gonna add up to a ton of revenue that you haven't really actually had to work harder, at least from the traffic acquisition side, to get. Finally then, if you are CPG or or even otherwise, making sure that you're using this high intent period to leverage subscriptions is gonna be crucial. I'm sure we all are more than familiar with the massive dip that we get from q four into q one, q two, and so on and so forth. The spike that you're gonna get in q four is pretty much I got, you know, broad strokes here. Pretty much are relevant unless you're leveraging those customers throughout the rest of the year. Ideally, what we're doing in q four is acquiring customers, not just acquiring revenue. And if we're able to bring customers back, whether that's a subscription model, whether that's just, you know, creating a loyalty program, I know we have a few of those in here today as well. That's really, I think, a a very important mindset shift, both agency and brand alike to think about, hey. How are we actually building LTV in this period, and how are we leveraging this high intent season for that LTV rather than just seeing how much money we can, you know, generate in the space of a two week sale? Okay. So I'm fast placed wrong. There is a lot of text in here. Please don't try to read it as I talk because, if you're like me, you can't do that. I'm just gonna try and highlight some of the, main action items, which really piggyback off everything I've just said and what others have just said, as well. Making sure that we are optimizing for that high CPM, high click cost reality, making sure that, you know, if we are running to top of funnel prospecting people who may not be familiar with the brand, making sure we're giving them education after the ad. Right? Look at the ad grade we're running. Look at the ad copy. Whatever is not being communicated there, what is enough to generate that click, how can we fulfill that click, how can we fulfill that customer's interest on a landing page, on the BDP, on a homepage, wherever that might be? If you're running more middle bottom of funnel, you're retargeting, whatever that might be, your email, Have we just get them as close to purchase as possible? These people don't wanna be bored with the same education they've already read. Even if it's top of funnel, maybe they've read this in the ad, maybe they've seen it in the UGC running. We don't wanna re we don't wanna just keep iterating the same points to them. They're gonna get bored. They're gonna bounce. There's some examples in here too. I'm not gonna go into this slide will be shared around so you can check them out there if they relate to you. Smarter tends to grow AOV. That's not just throwing, like, random upsells everywhere, in as many places as you can. If you're selling a $30 supplement, don't try and upsell, or cross sell them into, like, a $60, product. You know, if people are already having hesitancy around buying something for $30 or not going to want to then be like, oh, yeah. You know, I shall pay $90 instead and get this extra thing. Try to leverage it to some of the data points you already have. What is your current AOV? Is it $30? Okay. Can we do free shipping on orders of $40 plus? And then in all those upsells that we have connected with the $30 products, let's add a $10 or 11 or $12 product in there. That way you'll give people the validation of buying that extra thing, adding that extra thing to their cart because they're gonna get that free shipping validation ahead of time. Other things you can do there as well, is, you know, gift for purchase. Gift cards are great. I know inventory is often a mass of concern this time of year. Gift cards or gift cards or, like, you know, discounts, whatever Shopify has built into the native platform these days. Really good inventory agnostic tool, and lever to leverage. The only other thing I'd add on that as well is just making sure your offer is simple for Black Friday. At this point, you've already probably locked it in. That's fine. But maybe this is a lesson going forward. Don't try and do anything that's really complicated. Don't do anything that's, like, very SKU specific. Just try to make it clear and specific for people so that as they are going through it, they can understand what the math is behind it. Ideally, you have strike two pricing in your current checkout. But just trying to make that offer very, very clear and not trying to do anything, like, crazy fancy with it. And then, yeah, I put I put on this in the last slide. Oh, I'm getting my wrap up going in here. Putting this on the last slide. If you are in CPG or otherwise, really try to leverage this period for q four or for customer acquisition more than just pure revenue. I've seen a lot of brands who really lean into that offering, you know, sometimes even free, first month free first time purchase if they subscribe. Obviously, that is risky because there is that narrative that well, oh, well, people are just gonna immediately unsubscribe in the second month. That is always gonna be the case. That's just something that you have to accept. If you have a ten, twelve month retention rate as is right now, consider what reducing that price, cutting into that margin even further would be on that first time subscription purchase, what that would do to your LTV. If that brings your LTV down to seven or eight months, you're still gonna generate a lot more long term revenue even if you are just breaking even, for example, on that first time purchase. And, yeah, I could go on for days about this, but I know there are still other people who are coming to speak here. Hopefully, that was valuable. If anybody has any questions, anything like that, feel free to find me on LinkedIn, or through this webinar. But thank you so much for your help. Thank you. Thank you so much. Really, the big takeaway for me at least was don't just buy more traffic. We need to convert it better. And it's all about scaling efficiency and not just spend. So there was some really, really great tips there and lots for that we can be reading even after the webinar. So thank you so much for your time and and the points that you provided us. For our next speaker, I am very excited to introduce our friends over at White Cable. Take it away. You are currently muted. Graham. Hello, everyone. Thank you, Aaron. My name is Sean Cosentino. I work with Whitelabeled media. I head up our product and and AI groups here. Whitelabeled media is a full stack performance marketing agency. And we we focus on growing our brands through paid media, CRO, and retention and marketing. And today, I am here to talk about what shoppers are really optimizing for. So one of the most consistent and underrated patterns that we're seeing in ecommerce, especially during q four, is that shoppers will spend more to earn a perk. And that's not because they need more stuff, but because there's something incredibly motivating about unlocking a reward. It could be free shipping. It could be a bonus item, early access. Even something as simple as a progress bar that says you're $12 away from free shipping can change behavior on the spot. And the beauty is these incentives don't rely on you slashing prices. You're not offering 30% across the board, you're letting the customers opt in to a better deal on your terms. And we call these margin savvy offers. And they're one of the most reliable ways to increase, reliable ways to increase conversion, and and order value without cutting into profits. So we wanna kinda dive into understanding some of the psychology here. Let's let's break this down with data and a bit of human nature. First, free shipping works like magic. 58% of shoppers will literally add items to their carts just to hit a free, shipping threshold. And nearly half of shoppers say they'll spend more just to qualify for that perk. That's not a discount, it's a psychological win. And the win is framed around access, not loss. Second, framing changes everything. BOGO and gift with purchase, deals consistently outperform, raw percentage discounts. In fact, 66% of consumers say that they prefer buy one get one deal over 50% off. And if we think about it, why is that? It's because getting something free feels like a gain, whereas 50% off makes the brain do math. BOGO creates excitement. 50% off feels like a negotiation. And third, urgency beats generosity. Flash sales, countdown timers, low stock messages, these aren't just gimmicks. They're and when when when they're executed honestly, they create context for action. A short lived 10% discounts with a ticking clock often outperforms the standing 20% off. Because urgency flips the question from do I want this to will I miss this? And that shift can double your conversion rate. And next slide. And so, if we wanna think about, you know, kind of three plays that we can actually action on in q four, it's, you know, thinking about this, putting this into play quickly and without a full blown overhaul. Here are kinda three simple but high impact moves any brand can test. One is set free shipping thresholds just above your average order value. If your AOV is $47, set that threshold around 60. Use card nudges that say, you're 13 you're $13 away from free shipping, and watch card size grow. This works across categories and doesn't require a discount at all. Two, swap site wide discounts for perceived value. Instead of 20% off everything, test a BOGO on best sellers or a free gift over $50. The cost to you may be lower, but it feels higher to the customer. And that gap between cost and perceived value, it it it is your margin win. And three, make urgency feel real and reasonable. A countdown timer that ends on Sunday. A note that says only 12:12 left in stock. A bonus that disappears in forty eight hours. These tools prompt action without pressure. They let customers decide to move now rather than keep browsing. Each of these plays is simple. None requires engineering, but they align perfectly with our shoppers think during q four. They want to earn something, they wanna feel smart, and they want to win. Thank you all for the time. And if you have any questions, feel free to chat them, drop them in the chat, and I will, get get to you. Thank you. Thank you. Thank you. I don't know about everyone else here, but I don't wanna do math when I'm shopping. So I think we all need to start be looking into the BOGO because it definitely feels better than that percentage off and also these urgency. So, like, that flash sale also is gonna sound like do you help convert, than those deeper discounts. So thank you so much for your time. Really, really appreciate it. Alright, everyone. I have to just applaud everyone for who has stuck around for this entire webinar. It has been a long webinar, but with some incredible speakers and some amazing takeaways. And it's hard to believe, but we are now actually at our last point, which is going to be a triple l data point coming, from Triple Whale. And, this one actually might surprise you. So most brands leave performance on the table. And I know this is something that we've actually talked about throughout this entire session. You know? We've heard it from CuddleBonds. We've heard it from Snapchat. And we can see here that in 2025, that data reveals the really critical gap in how smaller brands allocate their ad budgets. So when we compare brands under 10,000,000 in GMV to those over 10,000,000, we just see a really clear pattern of over concentration. So Facebook ads dominate smaller brand budgets at 71% of total spend compared to 64% for larger brands. So Google ads shows the inverse with smaller brands allocated about 21% versus 24% from their larger counterpoints counterpart. So together, these two platforms account for over 92% of the smaller brand budget. But the real opportunity lies on what's been left on the table. So TikTok ads received just 2% from smaller brands compared to 4% from larger ones. Two times difference. And then when we look at Snapchat, Pinterest, Apple, Bing, all of these are receiving less than 2% from smaller brands despite being proven performers. So the insight here is really clear. Smaller brands are concentrating nearly all of their investments on platforms like their Facebooks and the Google, while larger brands are diversifying strategically across multiple channels. So this over reliance on Meta just limits testing opportunities. It also reduces overall reach and also creates significant platform risk. So the brands that are scaling past 10,000,000 are just spending more. They're also spending that investment just more strategically across a diverse channel mix. Okay. So now I know it's gonna sound crazy, but playing it safe is actually hurting your return on investment. So the data shows that 71% of ad then is going to Meta yet only delivering about a 1.84 in ROAS. Meanwhile, brands that actually test other channels are discovering significantly better performance, and we we heard it even from brands like Huddl clones. Right? So we also see that Snapchat delivers about 3.7 in ROAD, which more than double Meta's return. And Pinterest drives about $81 in average order value, both substantially outperforming the default choice when it comes when when given those chances. So the real opportunity here is that strategic reallocation can unlock about 30 to 50% higher ROAS without actually ever increasing your total spend. So this isn't about you asking for more budget, and I know none of us have it. So it's about deploying what you already have, just more strategically diversifying beyond those familiar channels. Okay. So here's gonna be the big takeaway, the approach. We just wanna test smarter, not bigger. So as mentioned multiple times on during this webinar, explore underutilized channels with proven performance. Don't just assume Meta is your best option. Validate that with data. So you really wanna reallocate budget based on data, not have it. And this is something that we talked about earlier. So too many brands just stick with original channel mix simply because that's what they've always done. Just let the performance metric guide your decision. And what your data is is gonna say is gonna be different than somebody else's. So feed algorithms with strong creatives and clean audience signals. So whether you're on Meta or Snapchat or Pinterest or TikTok, honestly, the fundamentals just really remain the same. Strong creative and quality data, we're gonna drive results just across all of your platforms. Alright. Now that was our last data point for the day. But before we wrap up, I do think that we need to bring everything to a full circle. Now today has been all about data driven plays and how understanding your numbers empowers you to make smarter decisions, optimize performance, and, of course, also win in q four. And we want to make it super easy as possible for you to put all those insights into action, and that is why we're offering everyone here a free Triple Whale dashboard to get you started. So because here's the truth, you can't optimize what you don't understand. So our dashboard will give you a simple but really powerful way to see your metrics in one place, track what's working, and making those truly data driven decisions for your brand. So there's zero strings attached. It's completely free, and it's also gonna give you a chance to get hands on with the tools and insights that we have been talking today. So if you would like to try it for free, I will share the link in the chat right now for everybody. There you go. Let me know if you if that link also works. And then finally, just a big thank you to everyone who attended today's webinar. Your participation is what makes these sessions possible, and we truly appreciate your engagement and making them super informative as well as interactive. If you do have any questions about Triple Whale or comments about how we can make our webinar series even better, feel feel free to reach out via LinkedIn or you could email me. It was wonderful being your host, and we a big round of applause for our speakers who were here for us today, and we look forward to seeing you at our next event. Thank you again.