How I'd grow Sunday

July 21, 2021

Sunday is a subscription service that regularly sends you lawn care products and tools.

Unlike traditional lawn care products full of pesticides, Sunday uses only 100% natural ingredients without toxic stuff for humans and the environment.

But a visitor landing on their homepage wouldn’t understand what the product is.

“Lawn better without the toxic stuff.”

This appears in a section but would definitely work better as their header.

There's also a key personalization component that Sunday offers, and it isn’t as emphasized as it should be.

Sunday will do a soil, climate, and lawn analysis to determine the exact products your lawn needs.

That's why they don’t have a traditional “subscribe” CTA.

They have a unique signup flow where you enter your home address and they create a plan based on satellite imagery, property data, etc.

This will later be customized based on the soil test results.

Now imagine a visitor that’s intrigued by this. They start taking the test, curious, only to hit a roadblock: it’s gated and they need to register.

A lot of them will drop off. Just by moving the registration request to the end, conversions would increase significantly.

Note that this whole customization process is not only better for the consumer, but it also gives Sunday the chance to build a robust growth flywheel:

- Collect a lot of data
- Make the products better
- Sell to more customers
- Collect even more data

They could do something to incentivize word of mouth.

If you think about the customer psychology, the moment when they’d be most likely to share is when they start seeing results.

And Sunday knows how long it takes for that to happen.

They could use this knowledge to prompt the customer at the right time.

How? They could include a giveaway note in the shipment when they expect the customer’s lawn will look its best.

Prompt: post a before/after pic of your lawn; the best transformation wins a prize.

Sunday is putting a lot of effort into SEO. But the first thing I noticed is that their blog is on a subdomain.

This is a controversial topic but I’ve always seen content perform better when it’s in a subfolder. Domain Authority is consolidated under one roof.

Better titles could improve their search performance.

Titles serve a two-fold purpose:

- Target a long tail keyword (for Google)
- Make people click on a search engine result (for humans)

The real opportunity is in analyzing the SERPs for their target keywords. For most, the first results are videos.

But Sunday is currently only doing written content. They can’t break into the top 3 because Google determined that, for those queries, users prefer video.

The low hanging fruit would be to create a video version of the existing content, upload it to YouTube, and add it to the blog post.

This would unlock the chance to rank higher, as well as get extra exposure on YouTube (the largest search engine after Google).

I'd also experiment with YouTube ads; they could combine the best of both search and social worlds - intent and scale.

On YouTube, their ads could be displayed when people explicitly search for a gardening topic or when the target audience is watching other videos.

Sunday is pushing hard on performance marketing on FB and IG.

I really like what they’re doing. Lots of different, good creatives hitting multiple angles.

There’s UGC, comparison, photo, video, horizontal, vertical… basically everything.

Pro tip: many people who start running ads on FB fail because they get the targeting wrong.

They stack interest after interest and end up with a really narrow audience.

This might work for a few days but after that, the cost usually goes through the roof.

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