As an ecommerce brand, your ultimate goal is turning site visitors into paying customers. What is the best way to do that? Landing pages.
They’re an essential part of any brand’s marketing strategy and an incredible growth tool. They help lower your customer acquisition costs (CAC) and improve your conversion rate, ultimately leading to increased revenue and growth.
However, building a landing page can be a challenging and time-consuming process. It requires resources and expertise from web developers and designers. Plus, it’s expensive.
This is where Replo comes in.
Replo is a powerful, no-code design platform that simplifies the process of building beautiful, effective landing pages for DTC brands. Since its launch in 2022, Replo has secured funding from Figma Ventures, YCombinator, and Infinity, among others.
The platform is a game-changer for DTC brands. It’s used and loved by household names like Hexclad, Jones Road Beauty, and Supply, to name a few.
We sat down with Replo’s Cofounder Yuxin Zhu to understand his perspective on landing pages and how brands can leverage them to drive growth.
Replo cofounders Yuxin Zhu and Noah Gilmore met while attending UC Berkeley, where they both majored in computer science.
The pair developed a strong synergy early on, working as classmates throughout college and taking on side projects together, including a digitized core scheduling system for Berkeley (built on a phone network). Ultimately, they ended up selling the software to the school.
When the duo started discussing their next project together, Zhu and Gilmore were senior engineers at Uber and Plangrid, respectively. At the time, Zhu was also running a Shopify store and consulting for multiple larger brands on the side.
“A lot of the problems that you have as a startup, big companies also have–just at a much larger scale,” notes Zhu.
Additionally, he noticed that many startup teams, especially brands, have plenty of great ideas but lack the developers and/or budget to execute them. They don’t have the bandwidth, and they aren’t tech companies.
For Zhu, it became evident that building on ecommerce can be extremely challenging for brands, especially if they lack the resources and funds to do so.
“It’s not just about getting developers to build a static page,” explains Zhu. “The page needs to load quickly. It needs to integrate with different tools. Not only do you need to hire a great developer, but you also need to hire someone who knows the full picture.”
This ultimately led Zhu and Gilmore to build Replo.
With Replo, teams can launch landing pages and marketing campaigns in no time, with full control over the whole process, and without having to write a single line of code.
Even better, Replo also has a template library that boasts multiple collections of pre-built, landing page designs from world-class DTC brands like Glossier and Athletic Greens, so teams can get started right away and build quickly.
“Even though I was an engineering manager, I was intrigued by the idea of making it easier for these companies to build online. Because, arguably, ecommerce is where your website matters the most.”
Landing Pages as a Storytelling Tool
Landing pages have always been important for ecommerce brands, but there is an even greater emphasis on them now more than ever before—due to increasing competition.
Industry-wide changes, such as iOS privacy updates and attribution tracking, have forced brands of all sizes to adapt their marketing strategies while still aiming to increase conversion.
One way that brands can achieve this, according to Zhu, is by investing in storytelling and creative design. Naturally, landing pages are prime real estate for this approach.
“I feel like ever since I got involved in this space, every other Instagram ad is another brand,” notes Zhu. “How do you stand out? How do you tell a compelling story?”
Huron, another DTC fan-favorite and Replo client, is a performance-based men’s personal care brand to “help guys help themselves.” They harness the power of storytelling in everything they do.
Their website is a direct reflection of the story that they want to share: that their brand is a safe space for men to figure out their routines from a lighthearted, educational perspective.
The flexible nature of the Replo platform gives Huron’s team the ability to quickly iterate and ship landing pages that directly speak to those values and vibes.
The best example of this is Huron’s Build Your Own Bundle page, which allows customers to create a tailored routine instead of settling for pre-made bundles that may not completely meet their needs.
Huron’s advice for brands: Remember your OGs. Note your most loyal customers who have supported you since the beginning. Segment this customer group and market to them.
“Landing pages are becoming a relatively easy lever to pull in terms of driving that storytelling of who you are, or what your brand is, and getting that sale.”
Empowering Data-driven Decisions
In the ever-evolving world of ecommerce, the brands that win are the ones that listen to their data.
According to Zhu, many of Replo’s clients are businesses generating $40-50M in annual revenue. These businesses understand that in the highly competitive world of ecommerce, even small changes can make a big difference.
And as CACs continue to increase, brands are turning to factors they can control, such as the color of a button or the copy next to a hero image.
While running A/B tests can be a challenge, especially for smaller brands just starting, they’re critical in understanding what messaging and creativity resonates with your audience.
Replo makes it easy for marketing teams to run tests on their own, without having to wait for a developer to make changes. Brands can quickly iterate and improve their messaging to see what resonates with their audience.
A representative from Nathan James Home Furniture, one of Replo’s clients, noted that Replo’s quick-turn program has allowed their team to be more hands-on and proactive in iterating their site to improve the user experience. Additionally, they’ve been able to add interactive elements to let the brand shine.
One of Nathan James’ top tips? Customer care counts!
Caring about your customer’s experience at every step of the buying process is key. A great way to do this on your landing page is to consider the interactive elements, and how to best highlight your products.
“There’s almost an art to how people run tests, and how they change and modify messaging.”
Building Hand-in-Hand with Community
In addition to an outstanding product that empowers ecommerce founders and operators to take full ownership of their online brand experience, Replo also has an active Slack community of experts and operators that have come together in the name of landing pages, ecommerce, and technology in general.
From the beginning, the Replo team knew that they wanted to provide a user support network, but they didn’t know it would take off.
“I don’t think we had any great ambitions of building a community right off the bat, it kind of happened that way,” notes Zhu.
Within just a few months, the Slack channel grew into a thriving online community of 750+ members, including freelancers, web designers, and users.
According to Zhu, the most active channels within the community are typically landing page-adjacent. In a channel dedicated to general marketing chatter, members frequently discuss topics such as sales attribution and the marketing tools in their tech stack.
Additionally, there are channels dedicated to finding experts and requesting Replo templates, allowing members to share their skills and collaborate with others in the community.
“A lot of building, creativity, and life, in general, is just about learning from people around you.”
- What to pledge
- How to improve
- Which tools will set you up for success
I think the most important thing brands can do in 2023 is to better manage their customer data—both ethically and effectively. There’s an opportunity for brands to know their customers better than ever before—a clear benefit for both the customer and the brand. When you manage your data correctly, you’ll create stronger and more personalized ads, creative, site experiences, and so much more.
This is a classic: Let the data guide you. Go where the buyers for your products are and communicate with them on a personal level (i.e. by persona and funnel position) and nurture those relationships (past, present, and future customers). It’s possible—all through data.
We recommend that Shopify brands analyze and update their websites using data-driven decisions. Using analytics tools such as heatmaps and scrollmaps can help brands better understand how customers are interacting with their store.
Store owners tend to make assumptions about the way customers interact with their website. Most never go back and analyze their design choices to find pain points or areas of opportunity. By using heatmaps and scrollmaps, they can see where real customers are clicking and concentrating their attention. Leveraging this data, brands can start to iterate on design and make their online store experience streamlined and intuitive.
Hotjar provides a simple way to implement heatmaps, scrollmaps, and recorded user sessions on your site, helping you acquire incredibly informative user data. Additionally, it gives you the ability to create on-site surveys, which allows you to obtain direct and often critical feedback from users about their experience.
Test various attribution models and analyze the impact on your business. At Fifty Six, we are always here to help our clients identify and optimize their approach—a critical step in any successful marketing strategy.
If I’ve said it once, I’ve said it a million times–Customer Lifetime Value. And even more importantly, Future Lifetime Value (FLTV). With the ever-growing importance of first-party data, it is crucial that brands take a good look at their CRM and FLTV metrics.
OrderlyEmails is our go-to tool for transactional emails. It helps us level up our brands’ email aesthetics with customizable, quick-to-implement Shopify templates.
Lately, I’ve been really interested in Smile.io’s loyalty platform. Their UX is fantastic for teams with low bandwidth!
Stop allocating budgets to low-hanging fruit that doesn’t move the needle on conversion. Think about what’s really going to improve your CX and the return of undertaking different initiatives—not just on what’s top on your list of bugbears on the site!
One of the best ways to understand your customer behavior is by using HotJar. Their heat-mapping and screen recording tools shine a light on where customers are navigating to and from on your site, where they're rage clicking and experiencing frustration, and where conversion is dropping off within real life customer journeys and flows!
Understanding your customers’ pain points via data and analytics , will allow you to work with your CRO/CX Agency to solve customer frustrations and improve conversion.
Rewind backs up all product, customer, and order data for Shopify sites—essential since Shopify itself doesn’t provide this solution. It's saved so many of our clients time and money from administrative accidents.
Never miss an update from Tydo
33% of customer service inquiries are pre-sale questions. What does this mean? If you’re not investing in customer service, you’re missing out on revenue-generating opportunities.
The benefits of elevating your customer experience:
- 10% to 25% increase in AOV for customers who engage with live chat pre-purchase
- 21x higher conversion rate for customers who reach out via Live Chat or SMS compared to other site visitors
- 87% of customers who have a great customer experience will make another purchase
- 72% of customers share positive experiences with 6 or more individuals
Gorgias is our favorite Helpdesk platform. They can reduce costs by 35%, primarily by decreasing the average ticket handle time. Their machine learning algorithms are trained on millions of ecommerce-related interactions across Gorgias’ customer base and provide accurate, automated replies for the most common ecommerce inquiries. This helps our agents resolve tickets faster, which provides the customer a seamless experience.
Trust your agency! Agencies do the same things across multiple brands and niches, so we see the trends and have the practice and experience!
Don't be afraid of data and insights. If customers aren't clicking on your emails, try a new CTA. If your ads are driving good metrics at a small spend, start scaling. If your customers are complaining about a product, look into QA! If the data tells you something isn't working, let it go and try something else!
I'm supposed to say Tydo, right? 😉
Double down on differentiation. There will be a lot of headwinds this year and standing out from the crowd will set you apart.
A picture is worth 1,000 words. A video? Probably millions. In ecommerce that value translates into engagement, acquisition, and retention—everything you need to impact your bottom line.
At soona, we've seen the we've seen the impact of creative and the continuous split testing of it yield results. Our resolution is to challenge ourselves and double down on innovation and creative optionality so that each brand we work with can distinguish themselves in a crowded sea of D2C ecomm. We'd love to see our brands share this resolution and keep pushing the creative limits.
Klaviyo. We're using it to power our email and newsletter at soona too!
Optimize your returns strategy! This can lead to valuable customer insights, enhanced user experiences, and increased revenue and customer loyalty.
Brands need to dive deeper into understanding their customers to set themselves up for success. Conduct research to gain insights into customer needs, preferences, and behaviors. By doing so, you can develop targeted strategies that will enhance customer experience and boost overall retention.
Right now I would say Gorgias. Having a good customer service tool is crucial to building strong customer relationships.
Start paying heavy attention to data, specifically around retention. We see a lot of effort put towards acquisition with the assumption that once someone buys, they are your customer forever. Instead, get to know your customer, understand their needs, and analyze their behaviors once they are on-site and judge their sentiment after they have visited. Work with a retention focused and data-driven agency to implement tools that contribute to repeat business and customer delight. It will pay dividends.
When surveyed, about 80% of ecommerce merchants think that they are delivering a great experience to their customers. However, when the same customers are surveyed, only 8% of those customers think that they are getting a great experience from the merchant. Now, more than ever, retaining loyal customers is an essential part of any online business and you should spend time with your customers to judge their experience with your website and products and offer improvements based on that feedback.
Tydo's report cards are an essential tool, along with Klaviyo for email and SMS, Recharge for subscriptions and memberships, Okendo for reviews and surveys, Rebuy for AI driven collections and upsells, Loop for self service returns... each tool is great on their own, but their strength as the ultimate tool comes from when they are used together!
Never miss an update from Tydo
Report Cards is a customized glimpse into your business, delivered to your inbox for free.
Report Cards consolidates all your key metrics across platforms for an at-a-glance pulse of your business.
Discover metrics for every team member so they can stay updated with the right data on a daily, weekly and monthly basis.
It's free because we believe everyone should have access to the basics.
Portfolio is a hub for analytics across multiple Shopify stores. The perfect tool for agencies.
See an aggregate view of all your data for all your stores in one place.
Make real time assessments on marketing initiatives across every storefront you manage.
Analyze the performance of one store versus another in seconds.
More about the project
Here at Tydo, we try to highlight DTC founders who run their business in various ways. And, that's because there's no "right" way to run a DTC brand.
This project illustrates exactly that. Whether it's how a founder supports their team or how they talk about mental health in the workplace, every founder has a different approach. How do they discover these different approaches? One way: reading. Discover the greatest books that have changed the way 15+ founders think about or operate their business.
You can also listen to these book picks on Spotify or Anchor.fm.