How I'd grow Cheeky

August 26, 2020

Cheeky sells direct-to-consumer night guards. They send you a kit to take your teeth impression, you send it back, and they deliver you your guard.

The main advantage is that their night guards are more affordable than dentists’. You can buy a new one more often, too.

The big price difference is why I’d be more aggressive with their website positioning. The USP should focus on the specific benefit for the customer.

For example, “Get the same dentist-quality custom night guard at half the price.”

I really hate how a lot of websites display a popup a few seconds after I land on them.

I don’t even know what you’re selling yet, and you’re already trying to push me to buy?

It makes more sense to display it on the product page, once the visitor shows the intent to buy.

Cheeky tries to increase the LTV by pushing visitors to buy a quarterly subscription, instead of a one-time purchase.

Makes sense financially, but there’s a lot of friction. A first-time visitor isn’t going to commit to a subscription without trying the product first.

They could improve their conversion rate by making their perfect fit more prominent, or by offering a full money-back guarantee on the product page (right now, it’s in the FAQ).

It’s a huge plus - people have nothing to lose if they don’t like the Cheeky mouth guard.

The product page is where the decision is made. You want to play all the cards to convince visitors to click the buy button.

Using customer reviews is a smart way to do that. Instead of keeping them on a different page, they should put customer reviews on the product page.

Be strategic: highlight reviews that address common objections. It’s a great way to convince visitors they’re making the right choice.

E.g. A lot of leads could be on the fence because they don’t know what happens if their guard doesn’t fit right.

Cheeky needs a solid conversion rate. Given the nature of their product, I believe online advertising is going to be their main acquisition channel.

Mouth guards are one of those unsexy products that people don’t post pics of, or discuss. It’s hard to grow organically.

First, I’d set up an affiliate program to leverage all the traffic those media outlets’ articles get, and can redirect to the Cheeky site.

Right now, they’re linking to cheap OTC guards. They’d be happy to link to a more expensive item - they’ll get a bigger commission.

I’d experiment with different ads for FB and IG until I find the right one and scale it.

Since Cheeky is relevant only for people already using guards, I’d test a funnel with an informative piece of content to prequalify visitors, and then retarget them with an offer.

Pro tip: testing ads but not sure which variation will work better? Try FB Ads’ Dynamic Creative tool.

You upload multiple titles, images, CTAs, etc. FB automatically generates multiple ad combinations and then, as results roll in, displays only the best performing combos.

Growing their organic IG profile can still be very valuable if they manage to crack the code and appear in the Explore tab.

Right now, IG is pushing Reels to compete with TikTok. Cheeky should definitely try to create some fun clips to get free organic reach.

One area where I think they could improve a lot is search.

While there likely won’t be a lot of people looking to buy custom night guards online, there are plenty looking for information. Cheeky should intercept them, and make them aware of their product.

Their current articles aren’t working: they’re too short, not comprehensive enough, and target wrong keywords.

When you have a low domain authority website because you’ve just started out, you should go after long tail keywords to get a shot at attracting some visitors.

For example, they could go after the “clean night guard with vinegar” keyword and variations. The competition is low, and people searching for it are guard owners.

Then, inside the post, they can subtly pitch Cheeky to entice visitors to take a look at the product page.

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