How I'd grow Carpio

November 3, 2021

Carpio is an ergonomic wrist rest that helps people working on computers reduce the risk of injuries.

They partnered with medical experts and conducted several user tests before finding the optimal solution different from other wrist rests.

When I open their site, I find myself on DeltaHub. After brief confusion, it turns out that’s their company.

A dedicated domain would reinforce their branding, especially if you consider Carpio is the only product they sell (except for a complementary desk pad).

I wouldn’t position this as a product solely for people with carpal tunnel syndrome. Their real competitors aren’t other pads, but inaction.

Apparently, they agreed with me and went all-in on positioning it as an accessory for prevention.

If they had a dedicated domain, they wouldn’t have to display the product name. Instead, they could have a benefit-oriented header.

I’d also rewrite the subheader to explain the risk of developing CTS if you use a computer mouse for more than two hours a day.

I love the futuristic tech feeling their landing page transmits.

It’s clear this product is different from all the cheap pads sold on Amazon. Differentiating a “boring” product with design is a smart move.

I really like their About page, the second most visited (yet one of the most underestimated) page of every website.

It tells their origin story in detail. By the end, visitors sympathize with the founders and want to support them in their mission.

One of the main problems I see with Carpio is that it’s a low-priced item, so it’s vital for them to find ways to increase their AOV.

I’d start by upselling the desk pad at checkout and reformulating the free shipping offer to increase the conversion rate.

If visitors don’t buy it right away, email marketing comes in with a special offer a few weeks after they get familiar with the product and its quality.

Their email game needs improvement; their sign-up form is hidden in the footer, and they need a clear value proposition.

They could reduce their customer acquisition cost by exploring partnerships with related brands.

For example, laptop stands. People who buy them understand the importance of good posture and could be the perfect audience for Carpio.

Their core customer acquisition strategy should consist of 2 parts:

- Intercept people who have CTS and are actively looking for a solution,
- Convince healthy people that they need to work on prevention

The best channel for the first is search, and social for the second.

Unfortunately, they’re completely ignoring Google.

Their product pages don’t even have descriptions and their blog only has 4 posts which is a pity considering they already have a few links.

They should start researching keywords and creating content as soon as possible.

On the other hand, their social game is really good, especially on Instagram.

Their page looks stunning and gets a good amount of engagement too.

They don’t explicitly sell, but position themselves as a resource for office design inspiration.

Organic growth on IG can only get you so far, so you need to run paid ads.

Carpio is taking this very seriously - in fact, they created around 200 different ad variations.

This is great for finding the best creatives, but it needs some consolidation.

Pro tip: if you’re starting with FB and IG ads, don’t target interests. The algorithm doesn’t have enough data to find leads.

But if you already have customers you can upload your mailing list and the algorithm will use machine learning to analyze it and find similar leads.

I’d also create ads and landing pages specific to each persona: e.g. one for video gamers, one for designers.

Instead of sending people to the default product page, sending them to a landing page where the copy speaks to them will improve the conversion rate.

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it