042: How EveryHuman can convert more humans with their ads

Hello, you powerful Creatives!

Welcome to Volume 4️⃣2️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

Today, we’re going to go over an ad with you like and give you some great takeaways so you:

• Understand the quality of the assets

• Strength of copy

• Psychology used to convert customers

• And how you can leverage these tactics easily

Now that you know what you’re in for, onto the show 👊

Best,

Chase

EveryHuman’s Ad 💪

What’s working ❤️‍🔥:

1. Clear and Compelling Headline:

   • The "Back In Stock" message is bold, clear, and immediately conveys urgency. Stock availability appeals to FOMO (fear of missing out), a key psychological driver in eCommerce.

   • The secondary message, "Available in Medium & Wide," targets a niche audience, demonstrating attention to detail and customer needs.

2. Visual Hierarchy:

   • The design effectively uses contrast between the text and imagery, with "Back In Stock" in large, mint-green typography drawing immediate attention.

   • Supporting text and the CTA (Call-to-Action) button, "Shop Now," are easy to spot due to their clean layout.

3. Product Display:

   • Featuring multiple shoe styles and colors communicates variety. It subtly reinforces the idea of inclusivity and choice, aligning with the brand's "Everyhuman" positioning.

   • Highlighting feet rather than full models keeps focus on the product while maintaining simplicity.

4. Minimalistic Aesthetic:

   • The neutral background keeps the focus entirely on the shoes, avoiding distractions and enhancing the visual impact.

What Could Be Better 🔨

1. CTA Placement and Design:

   • The "Shop Now" button is understated in size and color. It doesn't pop enough to demand action, which risks lower click-through rates.

   • Its placement at the bottom might reduce visibility on smaller mobile screens.

2. Lack of Emotional Connection:

   • While practical, the ad misses an opportunity to appeal to the audience's emotions. Storytelling or a relatable tagline could create a stronger brand resonance.

3. Limited Information on Benefits:

   • While the ad shows variety, it doesn’t explain why the audience should buy these shoes. What’s unique about them? Comfort? Sustainability? Durability? Adding a unique value proposition (UVP) could help.

4. Mobile Optimization Concerns:

   • The wide layout may not translate perfectly on mobile devices, where most users access email. Important text and product imagery could become misaligned or less visible.

5. Underutilized Personalization:

   • The email could improve engagement with tailored messaging, such as addressing the recipient by name or referencing their past purchases.

What To Do 📈

1. Enhance the CTA:

   • Increase the size of the "Shop Now" button and use a more contrasting, attention-grabbing color, such as bright orange or bold green.

   • Add a subtle directional cue (e.g., an arrow) to emphasize interactivity.

2. Incorporate a Unique Value Proposition:

   • Include a short line above the headline that highlights a key benefit, such as "Designed for All-Day Comfort" or "Made for Every Step, Every Style."

   • This addition builds on the brand's ethos while distinguishing the product.

3. Integrate Storytelling:

   • Add a short blurb under the headline to describe the inspiration behind the collection, a customer testimonial, or the shoes’ standout feature.

   • Example: “Our best-selling shoes are back – loved for their unparalleled comfort and versatility!”

4. Optimize for Mobile:

   • Test responsiveness to ensure text, images, and the CTA remain prominent across devices.

   • Use a sticky CTA button that remains visible as users scroll on mobile.

5. Introduce Personalization:

   • Add dynamic text for the recipient's name or a greeting line. For example: “Hi [Name], Your Favorites Are Back!”

   • Alternatively, showcase products the user previously browsed or similar styles.

6. Social Proof Integration:

   • Use a line such as “Loved by 10,000+ happy customers!” to leverage social validation.

   • If possible, include a subtle user-generated content (UGC) snippet or an image of a customer wearing the shoes.

7. Inject Urgency:

   • Add a time-sensitive incentive like “Limited Stock – Order Now!” to encourage immediate action.

   • Pair this with a countdown timer in emails for campaigns with end dates.

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!