How I'd grow Outfit

February 24, 2021

Outfit helps you renovate your house with a DIY renovation kit (materials, tools and instructions) delivered right to your door.

You choose a project template, upload pictures and measurements, and they send you the kit. As you work, you’re by an expert via the app.

Their current homepage doesn’t do justice to the Outfit USP: it looks like an eCommerce that sends you a box of stuff.

The real magic is the combination of the ”we’ll ship exactly what you need” with the “we’ll guide you through the process,” and that’s not clear.

There’s room for improvement with the CTA. I have absolutely no idea what’s going to happen if I click “Start building,” and it adds friction.

It takes you to a survey where you select the area you want to renovate. So something like “Take a free survey” would work better.

The hero image is one of the most underrated parts of a good landing page. It reinforces the copy and visually communicates the benefits for visitors.

In this case, the best choice would be an example of a real before and after pic of an area renovated with Outfit.

The feature section is just perfect.

It takes every aspect of Outfit’s value proposition and briefly explains them with a very effective use of imagery.

Maybe I’d just add some social proof to reinforce it even more.

Outfit is cheaper than hiring pro contractors, but how much do you have to pay?

What the website is missing is one of the most important factors for this target market: price.

I’d create a comparison table of DIY vs Outfit vs contractor for a sample project.

The first thing I do when brainstorming how to grow a new product is try to understand if something can increase word of mouth.

In Outfit case there’s a psychology fact that definitely stands out. When a person improves their home, they want to let everyone know about it.

For Outfit, I’d engineer ways to motivate new customers to take action and share what they’re doing to generate a positive growth loop.

I’d do a monthly giveaway to win a free renovation if you post mentioning or tagging the Outfit account.

I’d also leverage influencers to generate awareness but not how brands use them traditionally.

In my experience, pay-per-post is a waste of money. People know that it’s not authentic.

I’d hire a YouTuber to do a real renovation and chronicle it.

Although search isn’t a channel that I’d prioritize because people aren’t actively searching for it, I’d keep pushing on PR and press.

When Outfit starts creating content, an authoritative domain will mean being able to rank and get traffic from day one.

When you have a new product and people aren’t aware that it exists, social media is the best channel to go all in.

In Outfit’s case, the fact that the storytelling and the results of renovating houses are highly visual makes this a great opportunity.

Pinterest can be very effective for some niches because it’s often used as a discovery channel with high buying intent.

The home improvement/renovation niche is perfect for that. Outfit needs to jump right in and show their content to an audience that’s ready to spend.

Millennials (Outfit’s audience) are using TikTok more and more.

The organic reach is unmatched. Once the algorithm behind the “For You” feed understands what niche Outfit is in, it will start showing their videos to targeted watchers.

Pro tip: you don’t need thousands of followers to go viral on TikTok.

A new profile starting from zero has the same chances as a very popular one.

That’s great news for new brands looking to build an audience there.

Instagram is probably going to be the main acquisition channel. I’d supplement organic effort with performance marketing to acquire customers at scale.

Creatives make or break a paid ad campaign. Their current creatives need significant improvements to be really effective.

Get better at marketing in 5 minutes a week

Every two weeks I pick a website and write a short case study explaining exactly how I’d grow it