How you position your Offer to increase conversions

The biggest thing I can say, you're not going to achieve a conversion rate difference by designing anything new. Okay, for the US market, because we know it's working for Italy. So this type of experience is working, then what I would say that you can do to change is your messaging. And I think the biggest thing to communicate is this paragraph over here. This is your main selling point, isn't it?

Yes.

So this needs to be communicated. I would love to have seen your ads. On what you are communicating to your US—

I can share the link of the Meta Library. Is it okay?

Yeah, yeah, share that. And then what I would say is in your carousel photo over here, communicate that with text. Communicate this, like show a close-up of— you could even do a side-by-side split showing your Sapphire over here on the left and then a regular mainstream sapphire on the right, you know, your lab-grown one over here, and the real one over here on the right, and basically showing that they're indistinguishable, and have a close-up of it so that you can actually see the crystals, you know, and then show the actual process of manufacturing it. We grow in the lab, blah, blah, blah, blah, blah. You can also— another selling point of it is the environmental aspect of it safer, it's better for the environment. No one's getting into, you know, people that are not working in dangerous environments, people are not being exploited. There's so many aspects that you can reinforce and sell this to. It's not only cheaper, it's the same quality, it's beautiful, and it's, it's safer to manufacture, it's better for the environment, etc., etc. You can really hammer home all of these in here, in here, because I guess the biggest objection people are going to have is, Is it going to be cheap? Am I paying cheap for a sapphire ring? Will my wife know it? You know, like, who are these people buying this ring for? They buying it for themselves? Are they buying for their partner?

They buying it for their, their, you know, who, you know, that's something you've learned for themselves. But a good number, like 40%, 35%, for a gift to someone.

Okay, so that's, that's a good thing to mention. And so what I would also try and do is down below here, put in a quote and say it's like the perfect gift. You know, I bought this as a gift for my wife's anniversary. And she was, she was amazed. She was over the moon with it. She's always wanted sapphire. It's always been super expensive for us. But we tried out this brand. And the quality has been amazing. You know, we honestly can't tell the difference between the lab-grown diamonds and the real ones.

Yeah, so like a review, where someone is gifted and is happy.

Yeah. Okay, I would do that. So that's the first thing I would do, bring in a gift on the, on the gift angle. Bring in another quote in your carousel photo, talking about another main selling point about the quality of it, bringing other images in here, like the comparison, the before and after comparison, the side by side one as well. Bring in more communication, resell why lab-grown diamonds or lab-grown sapphires are amazing. I have, I've worked with a brand, Goodstone Jewelry, lab-grown. I've worked with a brand that has done, and then of these companies, where they, that's done lab-grown jewelry as well. But these are still, you know, super premium, super premium jewelry. So the quality, when you communicate this in the right way, people can perceive it in an equal if not superior value to the real thing. It's still going to be cheaper than, you know, actual diamonds. But you get what I'm trying to say is how you communicate is the quality of your images. These are the real important things when it comes to fashion brands and jewelry brands, the quality of the images, the models you're using, the environment. So what I mean by that is the website, how you're displaying that information, the copy that you're using. These images over here are all AI generated. These graphics over here. So maybe that's something you could also leverage. You know, if you want to come up with little icons, you know, instead of these ones, which look a little bit, you know, they look a little bit cheap, they give off a little bit more of a cheap vibe, maybe upgrade them for some AI sketch icons like this, you know. Okay, just some small things, how you display, how you communicate what you're offering influences people's perception. You know, what I say in the course is marketing is all communication. And when you're working with jewelry, with fashion, people are more sensitive to that.

This is like a new one that is working, uh, not bad for now.

Okay. We have younger people in here, but your target market, you said, are older women?

Yes.

Okay. That's not, it's not necessarily a problem, but Princess Diana. Yeah, that's a good, that's probably a good thing that wasn't it. I would do a little bit. Have you done any ads with her, the princess, as the hook?

Princess, sorry?

Princess Diana as the hook?

Uh, yes, I have done a few of them, yes.

And how are they performing?

Yeah, they work for a few, for some time, and then they stop working. They, I don't know if it's normal or not in the US, but the ads die very quickly.

I would, I would have done, I would have done more on that Princess Diana's, because that, that gives it, that's the backbone of what your product is, Diana's Sapphire Ring. So you're basically saying to people, get the same ring as Princess Diana wore, but for a fraction of the price, because we're literally lab growing it, you know. So well, that should be on your ad, right? And that should be on your page. The same type of communication. Still keep everything I mentioned, all the points to do with your unique selling point, but make your hook. I would test new combinations of hook. Just because it didn't work in one ad for Princess Diana doesn't mean that that ad, that ad type is not going to work, that ad angle. You need to test different ways of communicating it, you know. So it might just be the hook they're using, that image of Diana, or maybe the text, maybe it's the voice narration. There's so many different variables in the ad. When I was doing ads before, we would keep the, you know, the— there's the two parts in there, the hook and the hold. Hook is like the first 3 to 5 seconds, the hold is the rest of the ad. We would, we would basically spend about the first couple of days working on the hold of the ad. And that would cover like a landing page, all of the main selling points of the, of the product, really hitting it home. Then all we would do is we duplicate it, and we come up with new hooks. And that's all we'd spend the rest of the month doing. Just create new hooks, new hooks, new hooks. And that's honestly how we spent— we spent over $10 million in ad spend doing that. And on with, with the same hold, we didn't even change the whole of the ad. We just tested new hooks. That's all we did. So that was, that was a year or two ago. So that was a few years, but the same principle still applies now. You know, it's still the same. So when you really get your hold really dialed in, and what I mean by that is, you you know, all the main selling points of your ad, it should be all about lab-grown diamonds. Keep on hitting them on that— the quality, the durability, the cost, the environment-friendly, how your friends will never be able to tell the difference, how it's the perfect gift, it's so, so affordable, how real diamonds or real sapphire diamonds— the reason why they're so expensive is not because the quality, it's because of the scarcity, because the, the people who mine them control the supply chain. That could be another thing that you communicate. The diamond trade is completely artificially price inflated. You know, I studied it before, and the same with the sapphire ones. The companies that own it, they control the supply chain. It's not because those minerals are actually scarce. It's because they make them scarce. You know, value is perception. Scarcity is all about perception. Point I'm trying to mention is you can communicate that to people. Okay, you are getting literally the same quality diamond, or Sapphire, but you're getting it without all of the BS attached to it. Do you see what I mean? Do you see how you can make your communication super strong? And then you anchor everything with this product around Princess Diana. And that will definitely help better sell your product. And then just make a little few tweaks to improve the communication of what you're doing here, you know, use better icons, maybe choose a little bit nicer font, maybe make it not so salesy. Give a reason as to why it's on sale. You're running maybe a January clearance sale, something, something like that.

And where should they put this reason? Like, close to the price? Or like in the, in the headline?

Underneath here, underneath here, and in your announcement bar. So instead of having all these reasons up here, which people are not going to see and swipe through, just say, we have an XYZ sale on and it's expiring in X days. You know, have— always have an end date when you're running a sale.

Yes, thank you very much.