I analysed the top 7 D2C brands on TikTok...
...Here's what I found
If you’ve been following along on the journey to starting a business in 48 hours (update here), you’ll know that my focus this week has been on building a better, more compelling product page.
In an attempt to achieve that, I’ve been going deep into product pages to understand how they structure their offer and convert. Here’s what I’ve found and the pages I analysed:
1. Make it *incomparable*
I’ve purposely chosen brands that are completely different. We’ve got everything from laundry detergent to teeth whitener (to make sure I’m not just finding industry themes).
After analysing the pages for a little while, I realised something quite interesting. Every single product page was unique is the way it was delivered or existed in a category of one.
When you look at Neuro, or hismile or Waterdrop, it’s hard to understand what they should be priced at because they don’t look like anything else on the market. Take a look at Waterdrop below:
At first, I was confused about what this even was. After some reading, I realised it was a concentrated juice drink, in a cube. Here in the UK, a bottle of concentrate is £2 a bottle (a bottle that serves, I’d guess, 20 or so servings).
Here, this is a cube of concentrated flavour, £8.99 a box, which is 12 servings. Whichever way you look at it, it’s at least 4x the price of the market equivalent. But here’s the thing, there’s no market equivalent because a 1L bottle of juice is not the same as a juice cube or a ‘microdrink’ as Waterdrop calls it.
By being incomparable, you separate yourself.
1B. A new take on an existing category
This is sort of related to 1 and not actually about the product page (well, not exactly) so I’ve called it 1B.