Learn how Loftie experiments with FERMÀT funnels to create high-converting, educational shopping experiences that effectively communicate the power of their sleep wellness technology.
ABOUT
Founded in 2018 by Matt Hassett during his time as an Entrepreneur in Residence at IDEO New York, Loftie is revolutionizing sleep wellness through innovative technology. The brand focuses on creating products that promote better tech-life balance and improve sleep quality, including their flagship Loftie Clock and Loftie Lamp. Their mission centers on reducing smartphone dependence for sleep-related functions, helping customers achieve better sleep hygiene and overall wellness through thoughtfully designed products. Though Loftie products are now available in select retailers, the brand remains focused on scaling their core DTC business.
CHALLENGE
Loftie needed to increase their conversion rates - and both limited time and costly development resources inhibited their post-click experimentation speed.
Though Loftie had established a strong brand presence and garnered significant press coverage, they still weren’t achieving their desired digital performance. The team recognized that even small improvements in conversion rate could significantly impact their business, setting a goal of achieving reliable half-percentage-point increases in customer acquisition conversion rates.
Additionally, their existing process for creating and testing landing pages was time-consuming and resource-intensive, requiring significant development work for each new experiment. They needed a solution that would enable their marketing team to rapidly create and test new landing page experiences without heavy reliance on technical or financial resources.
STRATEGY
FERMÀT enabled Loftie to quickly create and launch sophisticated, narrative-consistent shopping experiences that maximized the value of their impressive press coverage, celebrity endorsements, and overall sleep science expertise.
Working with FERMÀT, Loftie implemented several key strategies to enhance their digital performance:
- Creating Narrative-Consistent Customer Journeys:The team moved away from driving traffic to generic product pages and instead dedicated funnels that maintained consistent messaging from ad through checkout. This 1:1 approach ensured that specific advertising angles and value propositions remained consistent throughout the entire customer journey, replacing their previous approach of sending all traffic to general product pages with varied messaging. Ultimately after some experimentation, these streamlined customer journeys led to the growth in CVR that the team was looking for.
- Leveraging High-Profile Social Proof:Loftie capitalized on their impressive press coverage and celebrity endorsements by creating dedicated shopping experiences that highlighted these achievements. They developed specific funnels featuring endorsements from Kylie Jenner and coverage from prestigious publications like Vogue, The New York Times, and Wall Street Journal. These funnels incorporated strategic messaging throughout, from headlines declaring Loftie "Kylie Jenner's favorite alarm clock" to banners highlighting the product as "Kylie Jenner's 2024 holiday gift pick." Implementation of these social-proof rich funnels not only increased conversion rate, but also supported in the reduction of customer acquisition costs (CAC).
- Launching Funnels Loaded with Science-Backed Educational Content:The team created in-depth educational funnels that explored the science of sleep and their products' role in supporting better rest. These experiences included detailed information about red light therapy, circadian rhythms, and screen-free evening routines. One particularly successful funnel, "Why Sleep Experts Swear by This Sunrise Lamp," combined scientific insights with customer testimonials to demonstrate the real-world impact of their products on sleep quality. These funnels proved particularly effective during the 2024 holiday gifting season, helping Loftie maximize their seasonal opportunity. One advertorial funnel even resulted in a 19% lift in AOV!
RESULTS
Using FERMÀT funnels, Loftie achieved significant performance improvements in just six weeks.
Since implementing FERMÀT, Loftie has not only achieved their goal of increasing CVR by 0.5%, but exceeded it – in addition to making strides across other key performance metrics for the business.
This includes a:
- 66% improvement in CVR
- 26% lift in ROAS
- And a 25% decrease in CAC
These dramatic optimizations, achieved in just six weeks, demonstrate the power of FERMÀT's platform to deliver meaningful results quickly. The Loftie team plans to continue building and experimenting with new shopping experiences using FERMÀT through 2025.
