How I'd grow Nestig

November 26, 2020

Nestig is a new DTC brand that sells premium cribs. They’re flexible, multifunctional, high-quality and eco-friendly.

I like how their website design immediately transmits the sensation of being related to babies. The style, the visuals, and even the colors are on point.

What I don’t like is that, as soon as I open the site, I’m aggressively interrupted by a popup.

This isn’t only bad for user experience. Since they display it on both desktop and mobile, Nestig is risking getting hit by a Google interstitial penalty.

The homepage is solid and explains the main differentiator well: their crib can be a mini crib, a full crib, or a toddler bed.

The hero section needs some work. Right now, the copy is just an unproven claim. Nestig should be more specific to motivate visitors to learn more.

Pro tip: your landing page content should come from thorough research about your customers’ questions and doubts.

If you’re on a budget, the simplest way to do this is to visit targeted niche communities, search for the right term (“cribs”), and analyze the patterns.

Regarding the actual cribs, the prospect’s first question is going to be: What’s the difference between different crib models; design, or features, as well?

They have to browse various product pages to understand the differences. A comparative table would definitely help!

The product page is clear and gives all the info a buyer needs. 

A good improvement (and this is true for all product pages) would be to prominently address the buyers’ objections, and reduce friction.

For example, buyers might wonder how hard it is to assemble the cribs.

Defining Nestig’s customer personas, it’s pretty obvious that this is a product bought by women during the 9 months of their pregnancies.

I can imagine 2 cases: 

- Expecting and already looking for a crib
- Expecting and not yet actively looking for a crib

Quick research shows that both these cases, especially if it’s their first child, gather in online communities to exchange info.

There are tons of dedicated spaces for this topic on almost every platform. This makes it much easier to spread the word.

Of course, they need a strategy. Communities have guidelines; if you start promoting your products from the get-go, you’ll be banned in no time.

A smart way could be setting up a collab with admins: a giveaway for members, sponsoring the group, an affiliate deal, etc.

How could Nestig reach the buyers who are expecting and already looking for a crib? When there’s an explicit demand, the best channel is search.

They just launched, so their domain authority is low. Investing in Google ads will be inevitable for the first 6-12 months.

I’d also use Google Shopping. Google recently started displaying organic product listings in the Shopping Tab.

They’re also extending these results to the main search results, making it a potentially great opportunity for Nestig to get free, targeted clicks.

Since they sell only a single category of products (cribs), so their search volume will be very limited.

To increase the search volume, Nestig should start a content marketing effort to capture informational searches and bring in more potentially interested visitors.

How could Nestig reach buyers who are expecting and not yet actively looking for a crib? Without explicit demand, the best channel is social.

I’d start with Pinterest, an undervalued platform for that niche. Their users are mostly women looking for shopping inspiration.

But the biggest acquisition channel is definitely Instagram.

Why?

First, to build a long-term brand with a great profile and interesting content.

But more importantly, to use the advanced advertising capabilities of the platform for direct response.

One of the secrets to successful ad campaigns is to run creatives that hit different angles.

Some moms could be intrigued by the safety, some by the design, and others by the 3-in-1 aspect.

Their creatives are good but very similar, so that’s something they could improve.

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