Landing Page Split Test for DTC Mattress Brand Nectar
The brand:
At the fast-growing DTC mattress brand Nectar (now part of Resident), I was responsible for driving revenue growth through performance content marketing.
The hypothesis:
Based on successful initiatives with influencers and affiliates, I developed a hypothesis that we could reduce CAC by combining 2 things —
At the fast-growing DTC mattress brand Nectar (now part of Resident), I was responsible for driving revenue growth through performance content marketing.
The hypothesis:
Based on successful initiatives with influencers and affiliates, I developed a hypothesis that we could reduce CAC by combining 2 things —
1. paid content funnels
2. ads from non-brand handles
I ran the same funnel with the same creative and same landing page, isolating the variables as much as possible.
It was Nectar vs. Sleep Authority, testing which brand – ours or an unknown but authoritative sounding one – would convert better.
You see, the non-brand handle we chose was SleepAuthority.com -- a very convincing domain for a mattress brand to own!
I led the strategy and execution of this campaign, including overseeing design and development of the landing pages, creatives, copywriting and ad campaign structure:
The work:
The campaign was “9 Reasons Why Nectar May Be Your Best and Last Mattress”
I assigned and edited the copy
I secured a new IG handle
Led the launch of the ads
Measured the results
Shared the results
Got buy-in
Expanded my program
Both campaigns beat our internal benchmarks, but the Sleep Authority campaign really knocked it out of the park — we acquired customers at around half the CPA of our internal average ($60 vs. $120 CPA on an ~$800 AOV).
The takeaway:
By testing which brand would convert better, our mattress brand or an unknown but authoritative-sounding "brand", I learned the true power of third-party social proof. A brand spun up overnight was more convincing than the brand itself.
The results:
I was able to drive $15 million from $5 million in ad spend, a 3x return on ad spend over the course of a year, earning the media budget as we proved out wins.
By testing which brand would convert better, our mattress brand or an unknown but authoritative-sounding "brand", I learned the true power of third-party social proof. A brand spun up overnight was more convincing than the brand itself.
The results:
We tested the same landing page on nectarsleep.com and our content hub sleepauthority.com. Customer acquisition costs were nearly 50% lower when sending traffic to the Sleep Authority page, especially when utilizing the Sleep Authority Facebook handle. To avoid duplicate content, I wrote the content for the Sleep Authority page while we had another writer tackle the Nectar page.
