The 2026 Andromeda Survival Guide

The 2026 Andromeda Survival Guide Speaker 3: Welcome back to another episode of Chew on This, powered by DigiCom. Today we're joined by the team from DigiCom, and we're actually going to talk a bit about everybody's favorite buzzword this year, which is Andromeda, right? Last year, Meta kind of pushed this update, things changed, how you run your ads, what creatives you use, what funnels you use, everything has completely changed. And today we're going to get into it, talk about account structures, creatives, what's working, what's not working, types of funnels you should be testing, offers, and some quick, quick hacks right from the from the team. Before we get into it, for those who haven't heard from you guys yet or seen you guys on our webinars or newsletters, we'd love some quick intros. Speaker 4: Sure. Thank you. My name is Hemant. I'm the founder and CEO of DigiCom. Speaker 1: My name is Mikey. I'm one of the co-founders along with the team here and head of partnerships at DigiCom. Speaker 2: And I'm Danielle. I'm the COO and co-founder here at Digi. Speaker 3: Awesome. So let's get into it, right? 2025, definitely a year of headwinds. There's a lot of macro stuff going on, a lot of changes on the platform, consumer sentiment, right? I'm curious, how did you guys, you know, net out in 2025? Speaker 4: 95% of our partners, not every single one, but 95% of our partners through the end of the year set records, which was really cool to see. It was not easy whatsoever. A couple things that were a little bit challenging, right? It's consumer sentiment and of course Andromeda, but if we're thinking about consumer sentiment, A few strategies around to work around sentiment is How buyer behavior has changed over the last couple of years, right? A lot of consumers across the country and across the world are feeling their wallets get pinched. And so what we did at the start of 25 was really nail down the seasonal calendar. And that was kind of a trend we started picking up in 24. And so what I mean by that is, the sale periods and you know, you don't always want to be in sale, but there are specific periods where it's extremely important because buyer behavior and intention is there to purchase. So the calendar sale periods, right? Memorial Day, July 4th, Labor Day, Holiday, setting and flighting your budgets for that specific sale period and understanding that consumer behavior is going to change much more because People want value and so we spent the time to understand each of our partners what their specific sale periods are to maximize that period. Of course, during non-sale period, you want to drive strong performance as well, but with consumer behavior, the highs were super high, right? Planning that out and carrying that into 26, I don't think that's any different. The one thing that I do want to call out in 25 is we had partners that, just again in this sale period, wanted to test X percent off one product or making that consumer purchasing behavior a little difficult, hard to understand maybe what the offer is. And each one of our partners that had anything site-wide won. Every time. Simplicity of offer is what won. We did BOGO, specific products, all different types of sales. By the time we get to the end of the year, it's, hey, this is the directive we're giving our partners versus the other way around. That just led to just an incredible Q4. So I think that was, that was one of the many wins. One thing that, you know, we're super proud of is we made the Inc 5,000 fastest growing companies in America. So that's more of a DigiCom win. Yeah. And I'm hoping to repeat that this year. Speaker 3: If you want to achieve the same results for your brand, click the link in the description for a free no BS audit of your current marketing efforts. I think one thing that I noticed that you didn't say was anything about account structure and then things like that. What actually matters is how you're focusing on the actual consumer, right? It's like people have these conversations around, okay, well, should I use BidCap or CostCap or should I test in CBO or ABO? And at the root of it all, ads are gonna run. People are going to click on an ad if they resonate with it. They're going to get to a page and if the page informs them, educates them, entertains them, and they see something that they like, they're going to buy. So I think it's all about positioning. Now, with that being said, I think with the actual update with Andromeda, the way that Meta is Looking at all the data that's coming through from advertisers and users on the platform, things are moving quicker. They're leveraging AI to go through the creators that you're uploading and going through the actions that users are taking on the platform and trying to pinpoint the exact moment to show a certain ad at the right time to the right person. And it's always been like that, but it's now quicker. The system is quicker to react. And so you might have an ad that will do really well and it will have some momentum, but then when momentum stops, it stops faster than it used to. And so that's why I feel like the conversations recently have been, oh, like my performance tanked overnight. And in my opinion, I don't think it's a bug. I think it's a feature. I think it's as soon as Meta is seeing some sort of dip in, say, engagement or something's off in the funnel or whatever it is, Meta's goal is to keep people on platform. So if you're not, as an advertiser, not providing a good experience for the user, they're going to deprioritize you, right? So creative is so important now. The actual landing page experience is so important now. So I think talk Talk through this with us. How have you guys tackled this update? Have you guys changed anything processes wise? But walk us through, you know, how you guys are thinking about this. Speaker 2: We have started to take a much more, like, consolidated approach. So, I mean, we're running a lot of different accounts across different verticals, and so there isn't a one-size-fits-all solution. That's never the case, even in Andromeda. But what we did notice is the more segmentation we had between our campaigns, between our ad sets, the more it was kind of working against us. What Andromeda wants is Like you're saying, they want strong signals from your creatives and then it's powered by AI. So it's going to do the rest of the work. And so when you're trying to work against it too much by, you know, turning advantage plus features off or Having like a lot of different campaigns with different goals, you're working against the meta's AI. So as far as like structure goes, and you know, we've talked to a bunch of meta reps, some more helpful than others, as I'm sure you're aware. But that was kind of like the overarching consensus of, you know, The more consolidated your structure is, the better, you know, the better it's going to do because you're really letting Meta's algorithm do the heavy lifting for you. So again, like, because we structure things differently, I would say like, The biggest changes we've made is how we're approaching like our creative testing and our scaling campaigns. So we really try to have things as consolidated as possible. You know in the past maybe we used to have like A testing campaign with one or two testing ad sets or we would test a new ad set for each batch of creatives, which that in and of itself has changed pretty dramatically. Now, the way we're doing it is we're really trying to focus on one scaling campaign, one testing campaign. That's the baseline that we're trying to use. And then, you know, in the testing campaigns, what we want is to make sure that we're fueling each, you know, new test with a variety of creatives. And I think that's the part that people are Probably struggling with the most because, you know, and we talked about this, I think, on our last podcast where we dove a little bit deeper into creative, but we were guilty of this too, where we would like isolate one variable. I mean, and that's how most people were advertising. You know, if you really want to understand like what messaging is working or what, you know, visuals are working, you're isolating the variable and that's how you're A-B testing. That's the traditional way of A-B testing. Now what Meta does is through visual recognition, they're clustering creatives that essentially look the same. So if everything remains the same and you're just changing a headline, Meta sees that as one ad. So what a lot of advertisers are now seeing is that there's so many creatives that just have $0 in spend or like $2 in spend where Before, it was always the case that Meta would, you know, prioritize one creative over the rest, but they would still get a little bit of airtime, some impression volume. Now, there's so many creatives that just never see the light of day, and that's because of how Meta's, you know, new retrieval system works. And how they're clustering creatives and how they're kind of like assessing early engagement signals before really letting ads into the auction. Yeah, I said a lot there. I don't know if I actually answered your question. Speaker 3: Okay, so let's double down there because this is what people are trying to figure out what to do, right? So if that is the case where we've seen this, right, where people want to test the same say, image with different headlines and say, okay, my goal for this test is to figure out which headline resonates, right? Problem is, is that Meta's probably just going to pick one and just run with it because it all looks the same, right? So now, how are you guys combating that? Are you guys creating different styles for every single type of messaging? Speaker 1: Yeah, I think a message that I've been pushing to the team is let's say we were to create, historically, 2025, we create two concepts and each concept has five variations. I want to switch that. Let's trade five concepts. And with those five concepts, let's test two different variations. And then we also have different personas that come into play. We'll talk about that. I want us to be testing different concepts. And when you're creating a variation, there are elements that can stay the same because you know they're winning elements, but we have to create diversity between those variations. So they still look like completely different ads, but the messaging and there's particular elements that are still going to stay the same. Speaker 3: Okay, I like that. So let's just say a weekly sprint, right? You're five concepts, two variations, each 10 ads. On a structural basis, how are you guys testing that in the ad account? Speaker 1: So we're testing in what we call batches. I know a lot of people are also using that terminology, but it's not based off of The concepts that are created is actually like almost the time in which we are developing the ads. So we want to one, give ads the, I know things are moving quicker, but we want to give them the proper time to actually get spent. And then when we have a larger set of diverse creatives, like the five different concepts, then we feel comfortable to put them into an ad set, which is going into our creative testing campaign, which is CBO and allowing the algorithm to then determine, you know, where the ads are getting spent. What ads deserve more signal or less? Speaker 3: Okay, so you guys prefer to test in CBO versus ABO? Speaker 2: Yeah, that was the one big change that I looked at. Yeah, we've like almost entirely moved to the CBO. I think like we're using it in here and there when it makes sense or for accounts that just like aren't seeing the same success with CBO. But yeah, we used to use ABO for creative testing and Now it's CBO and we use, you know, ad set spend limits to control the spend. So if, like, it's a new test, we'll usually, you know, launch it with, like, let's say a 5 or 10% spend minimum just to make sure it's getting some airtime. But then, you know, after a while, we'll probably, like, remove it to just let Meta do its thing, really. Speaker 3: Have you guys run into the issue, because I've run into this, a few people run into this, where you're constantly testing new concepts and different ad sets and to your point you can force a little spend but like sometimes they just never get anything and you'll have this one ad that's just constantly taking up everything. Whether it's converting or not is a different question, but how do you guys address that part? Speaker 1: It's funny that you say that because I had seen something that you had posted either on Twitter or Instagram, and I tested it myself in our scaling campaign. You have one creative that's working average in scaling, but obviously it's about 70% of your budget, so you're like, I need this to be under our break-even point. Let's say I had 30 ads there. We're not gonna get 30 ads worth of spend. So we broke that. I just duplicated that ad set and ran with 15 of the ads that weren't spending, the 15 that were spending. And actually I've seen the distribution of spend between the ads is a little bit more equal. So now maybe I was only getting two ads in the 30 and now I'm getting four. And then we can maybe optimize through that. So I know that's something that you were struggling with too. I literally tested exactly what, tested exactly that and started to find some more success there. Speaker 3: Yeah, I feel like it's funny that you mentioned that we've been like I've been testing that more often especially with our stuff where I like I and this kind of goes back to this whole thing of like whatever meta tells you to do It's like take you with a grain of salt, right? Yeah, people are like consolidate everything into a single ad set have 50 100 ads in there I'm just like man is not smart enough to figure out like Where to spend, right? And like you have 100 ads that are getting two cents of spend. Why not like split this up? 10 ad sets, you know, 10 ads. And it's been helping a lot. But glad you tested that. Speaker 1: It logically made sense. Yeah, it's like, why not try it? Speaker 3: So then for the test, so then typically I see that do work for like, ads that are proven right because you already know that they've worked in testing and if they're they're working in scaling I'll see days where one ad will get distribution the next day something else will get distribution which is fine right things change but for testing I feel like it's a little tougher. When you guys find a winner in testing, are you turning it off and moving it? I guess it kind of goes back to my original question, which is if in four to five weeks you have one ad that's only getting the spend and you guys are pumping out batches and nothing else is getting spent, how do you troubleshoot that? Speaker 1: This isn't always the best way, but just thinking about it, right? If you have a brand where maybe we don't have a set budget and as long as we're hitting breakeven goals, we can continue to spend. If that creative is working exceptionally well, one, why not continue to scale it, right? Let's scale it. If we've continued to scale, it still works. It's not exactly with the Andromeda structure, but let's just duplicate, leave that particular ad working, and work in a different campaign. But also, why not push it to exhaustion? Let's get the most we possibly can out of it. Let's double, triple the budgets over time slowly. And if we can get really good performance out of it, and when it's not working, we can then pause down. And it's still testing. We still are scaling in our scaling campaign. We don't want to over leverage on that one particular ad, but why not push it to its limit and get the most we possibly can out of it instead of almost being like, I don't want to touch it because it's working well. We still need to test and learn. And you can also, I hope people are doing this. If you're not, you're using the post ID, you're keeping the engagement. It's extremely important. And you're moving that into your scaling and then also retargeting. Speaker 3: Yeah, makes makes sense. For OK, so. Testing CBO you're not. You're not splitting it up by persona per se. You're doing it by batches, which I like because it keeps the diversity within the ad set even even for us. If say we have multiple creative sources right internal external. I don't care like. what the difference in angles are, I'm like, okay, this batch came from, you know, agency X, this came from agency Y, like testing two different assets, let it rock, right? So I like that concept of not being too strict with it. For scaling, it sounds like you're taking winning post IDs, moving it over to another campaign, which is great. Let's talk a little bit about creative, right? Obviously, we talked a little bit about how diversity is important and how, you know, visually something needs to be completely different. Otherwise, Meta's gonna treat it as the same, right? What are you guys seeing from like just a creative standpoint of, What's working now in terms of formats, right? Like obviously you have static ads, you have video ads, but I feel like the formats from like two years ago, one year ago, what was working is no longer working now. And it's kind of getting tougher to find winning ads. So curious like what styles you guys are seeing are working really well. Speaker 2: I feel like what I'm seeing is it's like it's overwhelmingly like anything that feels UGC or like lo-fi. So like, and I mean, I see this all the time and ads that like span so many different like industries. But a lot of, I mean, UGC videos have always been top performers. I think everybody knows that. But like a lot of lo-fi style ads where it's like, you know, like a tweet or an email, like a lot of text heavy ads with no imagery whatsoever. Or like the post-it style ads, whiteboard ads. I'm seeing more and more of those across advertisers and for the accounts where we do test those pretty heavily, Nine times out of ten, they're outperforming, like, the more, like, It may have been easier to get to work in the past, but I think that's definitely an area that's been a lot more of a struggle recently. So I've been trying to lean in a lot more to these like lo-fi styles. And you know, we have clients that are always like, you know, let's think outside the box. Like what new like crazy creative ideas can we use? How can we leverage AI to like make really cool content? And it's like, Most times when we try to do it, it falls pretty flat and every time you like come back to just like the really like simple, easy, something that feels native to the platform, that's what ends up doing well. Speaker 3: I love that. So one thing that I've also noticed is for more top of funnel, not having the product in the ad itself has been very helpful. Not to say we're making like clickbaity stuff, but The whole point is to reach people that you haven't reached before and I feel like the second you put the product in the image, right, or the video and it's showing up in the first couple seconds, two things are happening. One, the people that know the brand and have seen the product, they're most likely gonna engage with it, right? More so than people that haven't and so automatically it starts retargeting, right, for the most part. Second, I think people are just sick of seeing ads in general. So the second they see something being promoted, they're gonna scroll, right? And so like you're just kind of, you're getting unqualified people, right? Now, if you put out an ad that says, like there's a one winning ad that we had recently, which was like, it doesn't show the product. It's literally just like a, um, a scoop of powder on the, on the table. And it's like, if you're taking collagen, you need to know this, right? And so who is that going to attract? It's going to attract the people that are already using a product, right? Um, has nothing to do with whatever product, like you don't see a product at all. And we're sending that to, um, a quiz, right? And so we're asking them about, What are you currently taking? What are the ingredients like? Are you seeing results X, Y, and Z, right? So you're kind of qualifying them through the quiz to say, eventually, hey, the formula that you have isn't great. This is what you need and then you prime them up to send them to like a product page, right? So I think for top of funnel, whether it's like static ads or like video ads, static ads like not showing the product at all, text heavy makes a lot of sense because you're getting in front of the people that you truly want to. And then for video, I mean we're seeing videos that like somebody's talking about kind of just like these yapping videos where they're talking about like their life for the first 45 seconds and then bringing in the product. I think that's what you need to do. It just goes back to being native and feeling native on the platform. Speaker 2: Yeah, it's important because I think that's the part that people miss a lot of times when they're thinking about like creative development. How do you reach people at different awareness levels? And like you're saying, when you're leading with the product, it's also What ends up happening, and I've been noticing this a lot more recently, is if you have too many product-focused ads, you'll start to see your frequency climb even on your prospecting campaigns. Even if you're not spending the same amount as you were previously, you could be spending a lot less because meta is just constantly serving to those same people. So you really do need to start thinking about ways to Expand and build the top and middle of the funnel. And we have a client that's, you know, they're spending over a million dollars a month on meta and they're turning out a ton of creatives. And week after week, like static-wise, I mean, again, like video, it's always going to be king, but static-wise, everything was lo-fi formats. And then when we dug deeper into just like the different visuals, It was like a lot of product shots with like, you know, either like it looked like an Instagram story or had like handwritten text and then like a lot of like tweet ads. The tweet even engagement wise, tweet ads had like almost double the engagement that the product ones did. It creates intrigue and you're able to like tell more of a story and also like reach Different personas, different awareness levels, just with like text that is feeling, you know, like more native. People are going to engage with it more and Meta is going to reward you for it because that's what they're looking for. They're looking for those early engagement signals and the potential there. So if it feels like this is the type of content that a user is going to engage with on platform, it's going to get prioritized in the auction. Speaker 3: Yeah, that makes sense. I think it's like, especially with When you when you when you have these ads that like there was a hack that we did like a few years ago where we would like Intentionally misspell certain words just to get people to engage those ads would rip Yeah, like for example, there was one thing that we did was Instead of lose weight, so lose would be L. Speaker 1: Add an extra O or something. Speaker 3: Yeah, add an extra O. And so it was like loose. So it's like loose weight. And then you have all these like, you know, Grammar Police people coming like, that's not how you spell it. I wouldn't trust this brand, blah, blah, blah. But like it was our top performing ad. Just because like Meta kept pushing it. But yeah, I think whatever you could do to like get engagement up, that's really the name of the game. Because Meta is going to reward that. Speaker 2: Yeah, and the challenge is like, You know brands at the end of the day they're gonna feel like really precious about the type of content that they're putting out there and they're like I don't I don't want to like play Meta's games and it's like well you have to. You have to or get out because it's not sustainable. Speaker 3: One more question on the creative side and then we'll go to funnels, but research. How are you guys conducting research for preparing creatives? Speaker 2: Yeah, I mean there's like so many different ways. I think like the best way and again this goes back to like the personas and we talked about this a little bit last time, but I think that's the part that people like are missing a lot of the times. It's like too much like generic messaging and like you really need to start honing in on like very specific people with specific, you know, desires. So one, I think like everybody needs to like have some sort of like matrix of like personas and desires at like different awareness levels because that really helps unlock a lot of different styles of messaging and can help you like really find really niche ways to like reach users that will engage with your ads. But as far as research, I mean obviously we're always looking at other, you know, ad libraries and what other advertisers are doing. There are some advertisers we have like a running list of advertisers that we like to look at because they are just like Doing amazing work creative wise. But then also just like looking in platform at like what's trending. I think that's honestly like the best way because again, you're trying to like hack the system to get engagement on your ads. That's really what it is at the end of the day. Like sure, yes, you like need the right offers and the right product market fit, but in this age of meta like you really do need to try to hack for engagement and so Looking at the type of content that people are engaging with, whether it's on TikTok or on Instagram, but what are the types of videos? What are the types of content that people are engaging with? So I would say a lot of time spent in the platform, just looking for keywords. And seeing what's coming to the top, what has the most shares, likes, comments, and trying to figure out, okay, how can I take a similar approach with my product? Speaker 4: And I think for our viewers, the last podcast we did, we spent a solid 40 minutes on creative and creative style. Different ways to think through creative and no, they should definitely check out that video. Speaker 3: Yeah, we'll link that link in the description. Um, no, I love that. Let's get into funnels, because I think one of the biggest mistakes I personally made was using the same kind of lander for pretty much all the ads we were running, right? Obviously, we were doing like CRO testing, AB testing, you know, headlines and trying to improve the conversion rate over time. But I feel like now more than ever, The ad and the landing page are, you have to think of it as kind of one entire unit, right? So, there's gonna be times where, you know, one ad will perform better with a certain landing page versus another ad and then vice versa, right? And so, I guess, how are you guys thinking about, obviously we're testing ads all the time, but how are you guys thinking about landing pages and testing landing pages? Speaker 4: So I just starting off like we have a CRO team in-house, right? So we're constantly auditing all of our partners and the majority of our partners, yes, there's a creative problem. I think there's a even larger problem on thinking through conversion rate on site because like as traffic has been shifting and you know, Meta's algo has been shifting and you know, just user behavior is different. There's been an overall downward trend. I don't know if you're seeing this like in conversion rate, and we're seeing this across verticals, right? So what you're asking is very important. It's what is that user journey? Where are the gaps, right? Specifically, and that's what I was kind of also alluding to a little bit for 2025 wins. It's like, we've worked so hard to look at All Things Conversion Rate as part of all of our reporting, breaking it down to product landing pages, all of the tests, and I know that's exactly what you're doing, but other partners or DTC brands aren't looking at that at all. They're just like, oh, meta's not working. It's just a meta issue. It's hey, even if meta is working, if you're not continuing to improve the user experience on site, it's never gonna work right like because costs are going up too. So a lot of things we're doing is we're breaking down the funnel and we're consistently looking at like your add to cart rate, your checkout rate, your Purchase on checkout rate, right? And like comparing the deltas between each part of this funnel, right? And then also we're looking at your session, your sources of session because not all traffic is equal. And with all this information, and it's a lot of information and constantly pulling it, it's a ton of work, but That's helping us isolate. These are the landing pages for this product. What about this specific page is working? Is it the messaging? Is it the design? What is that user journey? And then if that specific messaging is working, how is it pairing to the ad, which is what you're alluding to, right? Like having that cohesive journey. For a lot of brands, even larger brands, it's going to be hard for them to pump out multiple Landing pages, right? Like even if you find a design and we're like, hey, let's work on the messaging. I think a good way to start at the very least is understand which pages are converting and where the drop-offs are in your funnel. And that's very, it's just, you have to look at that, right? And then adding a layer, do it by your traffic source. So if meta is where you're spending most of your money, Look at how that traffic is flowing through your site. Identify the gap and then, you know, you might not be the expert at this but like, you know, to our viewers and listeners, you might not be the expert but it's, hey, this is the ad to cart rate should be 7% however on site for whatever reason it's 2%. Well, you know you have an ad to cart rate issue, right? Because the general industry in your vertical is much higher. So, how do we improve ad to cart? Now, you've isolated what you need to fix and let's start testing to fix that. It's just, it's the other half of the equation, right? You have the platforms but site is just as important and then If you have pages that are winning, fantastic. Take those pages and then how do you replicate the page really easily and match messaging, right? Like busy mom messaging with... On this specific page or calling out five reasons or having a paragraph of like information depending, and I know that's not a best practice, but we are seeing that work, that content on pages to educate is working, right? So how do you loop that in? And it's important for, again, these DTC brands to think of that part of the journey as well, not just what's happening on meta. Speaker 3: I love that. I think this kind of funnel hacking and looking at where the biggest drop-offs are and optimizing accordingly is such a key thing, right? I know there's a brand that we're helping. Their biggest issue was their add-to-cart rate, right? Everything after the funnel, like everything after you add to cart, everything was fine, right? You get through checkout, the cart was fine. The actual checkout itself was fine, but the lack of add-to-carts just... I guess like from a seasoned, you know, from seasoned individuals like yourself, right, add to cart rate could mean two things, right? One is either the ad is just not driving the right traffic, right? Or the page itself is just not doing a good job at selling, right? How do you guys determine which is the issue? Speaker 4: Sure, I think that's part of the challenge, right? I think if you're looking at your overall add to cart rate and you're breaking out by traffic source, right? Like you might see a much higher add to cart rate on Google. There's more buyer intent or a non-paid channel or TikTok, let's say, right? And add to cart rate is consistent, but meta is not. It might be a targeting issue, right? On the flip side, if all your channels are showing an add to cart rate and you go through the user journey, and for folks that aren't CRO experts, it's like, hey, compare how add to carts are happening on your site versus your competitors and other sites, right? Like, is it easy to add to cart and get everything in cart or are you clicking like four different buttons, right? Or is the shopping bag like, A little button at the top right for you to get to the checkout page and it's impossible to find. Those are items that you have to think through from a consumer perspective. And more importantly, as you're doing that, you also need to look at your traffic split between mobile and desktop. Chances are the majority of that traffic is mobile. You go on mobile, you go through the experience, you're looking at your competitor's experience and add to cart, add to cart, add to cart. For you, you might click add to cart but there's some pop-up or there's something or you have to scroll, like you scroll down, you read a bunch and then you got to scroll all the way back up and you don't have like a sticky CTA, right? That's much more a site issue, right? So it's unique by partner and the reality of it is for us, we need to look at exactly what that partner is doing and then sources and device type and then go through the user journey and then come back and make an informed decision of where. So I know it's not, hey, do this and if it's this, it's this. You have to be thoughtful about that user journey. Speaker 3: Yeah, it's a lot of qualitative research. Especially so with with obviously Andromeda, right? Are you guys testing more landing pages than you before? Or how does that kind of change over time? Speaker 1: I have a good example of a couple of landing pages that we tested for a CPG brand. It's happened over the last like four to six months, so it's not just more recently, but obviously Andromeda has been around for a little bit of time now, just kind of hitting the spotlight, I think, after the new year. The CPG brand, we were trying to understand where there were drop-offs in the funnel. We didn't really see any until we broke down the individual products that they had. They had a singular product. It was this three-pack of their product. It was $15. Then you had the next best bundle you can get to bundle and save was a nine-pack for $37. The 15-pack had a drop-off from getting to the checkout point until purchasing, while the $37.09 pack had a drop-off point from add to cart. But if someone did add to cart, their purchase conversion rate was like really strong. So, wondering what the difference was. And, you know, we're driving to these different landing pages and we're seeing drop-offs in different areas. The $15 you had to pay an additional 20% for shipping essentially, while the 37 pack was free shipping. But at the end of the day, you're getting someone brand new to buy something that is nine units of your product at $37. It's not going to work. So we went back to the team. We're like, we need to develop a landing page that meets somewhere in the middle, will be able to reduce shipping, and also provides more detail because we're still not getting enough education on the landing page. So we developed two different versions. One version which provided product details front and center, like first click right there. Flat icons, third-party validation, testimonials like FAQ, these are all things that need to be on your landing page and maybe they don't need to be on your Actual product pages, but for paid efforts, all of this information needs to be there. And then we provided a small discount. I think a new customer discount already was 15%. So we said, why don't we do bundle and save? We worked with the team and made sure it made sense with COGS. And performance has just been significantly better with this. And actually what's working the best, which is a little bit different than what we typically run, is having the product detail secondary. And not having the product details first, but more what the customers are more likely looking for. And it kind of answers their problem. It finds a solution to the problem in the first text and then they get down to the product details and we also skip the add to cart and now it goes straight to checkout. So it's like skipping a couple of extra steps and the checkout process has been really helpful and also just providing the answer to their problem. Speaker 3: I love that. I think it just goes back to just test everything. Speaker 1: Yeah. Speaker 3: Right. I love that. I think one point that I wanted to bring up which We were actually just recently testing a quiz funnel for our ads. And so we were just A-B testing, traffic, 50-50. And so I would say the first half of the week, the quiz was crushing. Second half of the week, it flipped again. So what happened, right? And so we looked at the spend distribution of the ads. And so for the first half of the week, there was these two ads that were getting all the spend. Second half of the week, a different ad popped up to the top. And so from that, we're like, huh, it's a very clear shift in spend to a different ad. This ad is going to convert better with this landing page, but these ads convert better with a different landing page. And it kind of just solidified in my head. It's like, oh, well, I should be testing my ads with multiple landing pages instead of like putting all ads to go to one place, right? So are you guys doing that? Like are you testing multiple landing pages at the first touchpoint when you're testing creatives? Speaker 4: It depends on the partner, right? And part of it is like the dev work that has to be done. So with what we've been doing is we've been designing for partners that don't have that capability, right? Like we've been designing the pages and asking them to get it developed and then Running tests and then building off of that, while other partners where they have the capability, and we have multiple pages to test against, and they have the budgets, because budgets are a very important portion too, right? In terms of your creative testing, you can only test so many creatives and get statistically significant data. Same thing with the landing pages, right? With partners that have both, yes, we are, right? Speaker 3: And how do you guys test that properly? Because I would imagine you have the same exact ad going to two different destinations and obviously the conundrum is if you're running the same ad, Meta's going to pick one and push spend to it. But how do you guys think through kind of testing landing pages with the same stuff? Speaker 4: I think that kind of changes like I don't have a clear cut let's do it in this specific way because the partners landing pages are all different. Speaker 3: They're all different, yeah. Speaker 4: So it's like you know you might have just again five reasons that pairs with this set of ads right and we've seen conversion rate be really high on this page so it's like let's test this together while Like it might or might not make sense to test it with another set of ads, right? So it's not like a if this then that. Like it's hey this is the qualitative information we have and the quantitative so let's pair this together and run the test and see what insights we generate and you know what the data says and then how do you continue building on that. Speaker 3: Make sense? Yeah. No, I like that. DigiCom has managed over 200 million in ad spend and generated over $1 billion in revenue for over 200 e-commerce brands. If you want to achieve the same results for your brand, click the link in the description for a free no BS audit of your current marketing efforts. This has been an incredible episode. As usual, you guys always, you know, bring the heat. So before we sign off, would love one final Chew, something to take away, implement, you know, for the viewers to implement in their businesses starting today. Would love one thing from each of you. Speaker 4: For me, it's take time and break down the funnel. And yes, meta is a big problem for everybody in DTC, but That still doesn't mean that we shouldn't be thinking about the consumer journey on site. So spend the time at least once or twice a week going through your e-com funnel specifically. And as you make improvements, it can make a monumental impact to your entire business. Speaker 1: For me, in terms of creatives, just because it doesn't meet your brand guidelines doesn't mean that you shouldn't try it. You have to go out of the box. It's not going to be polished. It's not going to be perfect. We spoke about creatives that don't even have the product in it until the last 15 seconds. Go out, get out of the box a little bit, do something different and try it out. And that's the only way you're going to know if you'll find something that's successful. Love that one. Yeah. Speaker 2: And I mean, to kind of piggyback off that, I would say Get to know your audiences, but also like don't be afraid to, you know, try to reach new audiences that might feel like a little bit niche or maybe don't feel like they make up like a huge part of the market. You know, take the time to do research. See what people are engaging with on platform. Goes hand in hand with, you know, not adhering to brand guidelines, but Really try to understand like what it is that's that's getting people to tick and Try to try to align your your creatives with that and try something a little bit different and new. Unknown Speaker: Love that. Speaker 3: Chew on that. If you want more from us, follow us on Twitter, follow us on Instagram, follow us on TikTok and check out the website ChewOnThis.io.