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Your First 60 Days - Storefront Testing Strategy Plan

Overview

This plan is designed to help you systematically optimize Storefronts over 60 days to drive measurable results. By focusing on learning best practices, creating diverse storefronts, iterating based on performance, and planning for future use, you’ll maximize the impact of your campaigns.

Phase 0: Video Tutorial

Objective

Get an introduction to Storefronts by watching a short onboarding video to learn how to create a powerful storefront.

Action Steps

  1. Watch the Introduction Video on how to create an impactful storefront:
  2. Introduction video to our analytics dashboard
    • This video will cover:
      • How to monitor visitors and performance on your Black Crow Storefronts.

Phase 1: Create & Launch (Days 1–14)

Objective

Launch 5 distinct storefronts to maximize testing opportunities and audience engagement. This is very important as often times what may resonate with one product and audience will not on another. Black Crow's Storefront Builder is a tool for you to quickly create new, very unique storefronts, to find what works for your audience at any given moment. 

Action Steps

  1. Create Diverse Storefronts:
    Build one storefront of each of the following types:
    • Shoppable Video PDP: Highlight a single hero product with dynamic video.
      • This is a great post click experience for lower priced items or for users who have knowledge of your brand.
    • Listicle: Showcase “5 Reasons to Try [Your Brand/Product],” emphasizing key value propositions.
      • This format is often used in upper funnel campaigns, like prospecting to teach a user about your brand or the product.
    • Shoppable Video Collection Page: Highlight a collection of related products, such as  seasonal items or best sellers, with a dynamic video. 
      • This is a great post click experience for users who have knowledge of your brand and when you have a few best sellers or collections you are interested in showcasing.
    • Hybrid Storefront: Combine the storytelling of a listicle with dynamic elements like video, product grids or testimonials.
    • Custom Format: Use the editor to experiment with unique layouts or content blocks that reflect your brand.
  2. Launch in Meta:
  3. Ensure Alignment with Ad Creative:

Phase 2: Learn & Iterate (Days 14–30)

Objective

Observe performance trends, refine your storefronts, and launch additional ones based on insights.

Action Steps

  1. Analyze Post-Click Metrics:
    • Use the dashboard to evaluate metrics like ATC, CVR, and Revenue per Session.
    • Example Insight: If a Listicle storefront drives high engagement like ATC but low CVR, test simplifying CTAs or adding urgency-focused discounts utilizing the banner.
  2. Identify Top Performers:
    • Determine which storefront types and layouts resonate most with your audience.
  3. Launch Two New Storefronts:
    • Build two additional storefronts informed by your findings.
    • Example: If Shoppable Video PDPs perform well, create another focused on a different hero product or audience segment.
  4. Refine Existing Storefronts:
    • Use the editor to:
      1. Add dynamic elements like video carousels or customer reviews.
      2. Experiment with new formats that combine storytelling and product features such as a shorter listicle and an inline product combined.
      3. Utilize our Advanced Testing Ideas Guide to Maximize Performance

Phase 3: Evaluate & Plan for the Future (Days 30–60)

Objective

Make an informed decision about how to continue using Storefronts based on your 60-day results.

Action Steps

  1. Evaluate Overall Performance:
    • Review aggregated metrics for all storefronts to identify patterns and key takeaways.
  2. Scale What Works:
    • Focus on scaling the highest-performing storefronts by increasing ad spend or applying the winning formats to additional campaigns to test.
  3. Plan for Ongoing Use:
    • Decide how Storefronts will integrate into your long-term marketing strategy.
    • Be intentional about including storefronts into your new ad launch process to continually test.
    • Example: Use data-driven insights to develop a storefront creation schedule tied to new creative changes, product launches, seasonal campaigns, or promotions.

Key Milestones

Phase 0: Watch & Learn (Day 0)

  • Watch the onboarding video to understand how Storefronts works.

Phase 1: Create & Launch (Day 1- 14)

  • Launch 5 distinct storefronts.
  • Monitor early performance trends and ensure alignment with ad creative.

Phase 2: Learn & Iterate (Day 14-30)

  • Analyze results and launch two new storefronts based on insights.
  • Refine existing storefronts to improve performance.

Phase 3: Evaluate & Plan (Day 30-60)

  • Assess results and identify top-performing storefronts.
  • Create a plan for scaling and future storefront use.

Why This Approach Works

  • Maximizes Testing Opportunities: Launching diverse storefronts ensures you explore different strategies and uncover what resonates with your audience.
  • Focuses on Iteration: Observing performance and making data-driven adjustments help you refine and improve over time.
  • Prepares for Long-Term Success: By evaluating results and planning future use, you’ll integrate Storefronts seamlessly into your broader marketing strategy.

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