They need a copy makeover, and I am here for it. 
 You can go to your inbox right now and search Netflix to find some emails. I can’t decide how helpful these emails are for you or how frequently you open them, but I can say one thing for sure — you’ve rarely said ‘wow! What an awesome email from Netflix’. 
 While I completely respect their team’s work, I am sure people are clicking on these emails (sometimes). I still feel that Netflix (my favorite Fortune 500 company) can do better than this. 
 Right Email, Wrong Place Links Positioning & Human Psychology Complex Action, Confused Users I would love to jam on another email, but that’s it for today. Let me know your thoughts in the comments section. This was a short copy teardown, but I am working on a master copy teardown of 10 Fortune 50 companies. Follow me on LinkedIn to stay updated .

Here’s how Netflix is sending emails that don’t have a strict user action

I was searching for the most popular DTC brands  and Love your smile showed up on the list. Explored the website, liked the idea and decided to do a quick copy teardown. 
 If you are a DTC geek just like me, don’t forget to sign up for my emails. I HATE spams and hate spammers even more. So, please don’t set high expectations here. I only send one strategic email once a month to a private list. 
 Now, let’s talk about the website. 
 The first thing that caught my attention was their CTA. I mean, it’s a fresh break from  ‘signup now ,  try now, join now, etc. The next section that completely made me drool over their offer was this - There are a lot of copywriters/marketers who claim that they understand website copy but I won’t believe them until they show me this section. 
 This section answers the most common objections that a user might have. It’s awesome! you figure out what might be going on in their mind at this point and start writing down points to convince them. 
 I am looking for a similar teeth whitening solution myself and well, they answered everything that I was thinking about. 
 Next, the CTA is precise and clear. You don’t come across websites without buy now, ‘start now, ‘sign me up these days. This, my friend, is such a breath of fresh air.

Here's how Smile Direct Club is killing it with its website copy.

The title might be harsh but that's exactly how I felt after looking at LOLA's amazing products not getting the well-deserved messaging on the homepage. Firstly, there aren't a lot of brands that understand what intimacy means for women. And then, most of them don't know how to create the right products in this category. LOLA caught my attention for the right reasons. It understands both and it can be reflected through the products. If you are a DTC brand in the female wellness space, keep an eye out for the mistakes they made and don't repeat them on your homepage. 
 
 HERO is a win I usually have 3 main questions whenever I see another female intimacy product. what if they have hidden chemicals? what if they don’t know what they are doing? did they even consult someone qualified enough for QC? who made it? are women involved in the production or they've just made these products based on assumptions? 
 Gladly, the LOLA hero section answers all these. ‘Clean ingredients. Gynecologist-approved. Made by women, for all.’ no unwanted harmful chemicals in the ingredients makes me believe someone is approving and validating these with a gyne-approved tag 'made by women' So, this section is a win-win. 
 
 
 Product categories are adding friction to the homepage 
 
 I like the 3 quick categories and the microcopy that goes with it. But, taking me to a different page might not be a great idea. Maybe the user doesn’t know what they want at this point This might be a distraction while they are exploring I haven’t figured out why women are buying LOLA yet so checking individual products won’t make sense 
 Bestsellers don't have the 'best placement' on the homepage 
 The ‘ bestsellers’ section shouldn't have been a part of this flow for 2 main reasons. The bestsellers might not make sense to everyone until they know the category they prefer. Ratings/stars are great but I'd have to read reviews or the hype won't make sense to me. A half-cooked bestsellers section just listing the products without a preview of user reviews isn't a great idea. 
 Please show them what female condoms really look like 
 Female condoms are a whole different topic for some women. There should be a visual description to help some women navigate here. Maybe a creative doodle? I mean, it's 2024, we can't shy away from that. 
 
 Users would love to see the beautiful women who wrote these reviews:") 
 
 
 Here's what I feel is missing in these stories - I can't see or verify if these are all real people. I need pictures. The stories are so short and sound like an advertisement. More than the exceptional results people saw with the products if they show me the impact these products made in their life, it'll connect me with their mission even better. 
 Last thoughts before we go our separate ways... 
 The website ended abruptly for me because there were a lot of unanswered questions. The landing page needs a 'how to use these products' section for  women who aren't visual thinkers. It also needs more social proof or the existing proof depicted in a better way. More  organic stories from women will help ease the decision-making process. Better positioning framework that reflects in the message/copy. The website has a great design but the message doesn't match that. This was a micro teardown for LOLA. If you want a full copy teardown of your website message and UI/UX flow,  simply fill out this contact form .

LOLA understands women's intimacy but not conversion copywriting. 

When I opened Oura’s website for the first time, I thought they were selling a ring. But, I wanted to know what was so special about a single ring that there’s a whole business built around it. To my surprise, it wasn’t just a ring. It was a fitness tracker in the form of a ring. I mean, isn’t this the future of minimalism? and their previous copy exactly said this - the future of health wrapped around your finger. This was the old copy on their website. I like how clear they are with the wedges - tracks everything is accurate manages both fitness and stress But, I do feel that they have gone way too minimalistic with the copy and could have highlighted some of the social proof and testimonials better. For example, when I click on ‘buy now’ and scroll down on the product page, I can see stories from people. Honestly, these stories can be used to make the home page copy better. Each testimonial highlights a different wedge/benefit/USP of Oura. Until I landed on this page and read these testimonials, I felt as if there wasn’t much ‘human’ element on the website. The design is top-notch, the fonts are amazing, the flow is great, and the product is highlighted really well. But, it still misses out on one of the most basic yet crucial elements of a website - stories from and by real humans. That's it for today's micro teardown. To view longer teardowns, subscribe to my channel .

Copywriting Inspiration you can take from a health ring brand - Oura. 

The moment I land on the website, I feel slapped with all the information. There are so many dynamic and static elements and I clearly can’t focus on one. There’s a search bar at the top, the hero section is constantly moving, and there are discounts, categories, etc. Oh, and now there’s another pop-up with yet another discount. Before we get overwhelmed with all this information, let’s do my favorite activity - hypothesis and situations. Situation 1: User already knows the product they want to buy. They go to the categories, select the sub-category and buy it. Situation 2: User is on the website because of some organic search and isn’t sure about the product they want. They are also analyzing the brand at this point. So, for them, there’s a LOT of noise on the website. Situation 3: User lands on the website through organic search, and immediately jumps to the categories and sub-categories. My hypothesis is that most users in Situation 2 will leave the website in a few seconds. They need a better flow and a clean interface to stop them. The copy of the hero section needs to be better, discounts need to be well-positioned and not slapped in the face every time someone opens the website. If I were their copywriter/CRO expert, I would optimize for the bounce rate (people leaving the website in 40 seconds or less). This is a micro teardown. If you want a full Copyteardown of Mamaearth or your own brand, reach out to me at kanika@copyteardowns.com  or simply fill out this contact form .

Mamaearth: Hit or a miss?

I just have one question for the CRO expert handling this website - does the constantly moving hero section get better results? Because, in my opinion, this is a CRO disaster. You are offering multiple CTAs to a single user and not even letting them decide what they want because the section is constantly moving. I see the moving banners and some of them also have discounts but I just can’t focus. It’s super distracting. There was a foundation stick with a benefit saying -lasts more than 12 hours, which I believe is exceptional. But, again, the message is not sticking. Next up - Bestsellers I know they are bestsellers for a reason but I would like to see the ratings and reviews as well. The section is clean in terms of design but isn’t persuasive. Overall, the page might be doing great in terms of revenue or conversion. At this point, my analysis is just from the point of view that people who are visiting the website, but not buying anything, I really wanna convert all of them. So I’m basically optimizing for the bounce rate. They just couldn’t see the best parts of the brand. So I want them to do that. And this is why the analysis. Hot Deals. Are they? Okay, let’s do what I love the most. Situations. Situation 1: I like one of the deals under hot deals and click on it. Situation 2: Scroll to the next section Situation 1 in detail: I click on the first option to see the beauty sets and gift cards they have to offer. What I notice is that most products don’t have enough reviews and I immediately slide back or close the tab. 'Just in' Isn't exciting enough Situation 2 in detail: I scroll down only to find out that the ‘just in’ kits are way too expensive and without much social proof. In any of the above scenarios, they are losing users. No matter what your goal or focus is, a user leaving a website without buying anything isn’t great for any business. The homepage should actually make it easy for people to decide what they want. This is why they should focus on one, one element at a given time. Um, Gifting is great, but they could group some things under one category to avoid overwhelming the user. This a micro-analysis. If you want a full Copyteardown of Sugar Cosmetics or your own brand, you can reach out to me at kanika@copyteardowns.com  or simply fill out this contact form .

Sugar Cosmetics: Is the copy way too sweet for me? 

Okay, so, the first thing I notice on the website is absolutely nothing. There’s so much noise and clutter that I can’t focus on anything. I do see a bunch of fresh faces and it looks exciting to see them with the glasses but nothing is sticking at this point. Okay, let's move on. Let me make this micro teardown super specific by creating hypotheses and situations. Situation 1: Someone who knows exactly what they want to buy. They open the website, select the category and start searching. Situation 2: Someone who visited the site after a discount offer and knows exactly where they can fetch it. Situation 3: Clueless users who have no idea what they want. They haven’t considered a discount yet and just want to find out more about the brand and products. My goal is to optimize the page for the % of users in situation 3. For everyone who is still deciding about what they want to buy, there are a lot of CTAs on the home page to confuse them. Categories at the top, ‘shop now’ button, ‘discover’, and more categories below that and it just doesn’t end. Either there should be a separate landing page for them or the home page should be crisper. There is so much scope for the hero section to focus on one clear message. The CTAs are more or less going to the same page or the same categories so the point of repeating them is useless. That's it for today. I'll drop the second part of this teardown on my Youtube channel soon. You can subscribe to get a notification.

Lenskart: Can I see anything clearly?

Mailchimp isn't really turning emails into revenue 
 More revenue is not something I use MailChimp for.  More revenue is a result of 100 other crucial factors like a better copy, better positioning, finding the customer market fit, defining overall strategy, etc. Rather than claiming Mailchimp to be #1, I'd like to know what makes it no. 1. More opens, clicks, and sales by an email automation tool?  You can't expect Mailchimp to be your part-time copywriter, designer, or CRO expert. 
 All 4 sections together might be overwhelming for the user. 
 I like the approach here. So, let’s get to my favorite part. Situation 1: I know exactly which category I want to explore, click the link, find all the benefits listed clearly, and sign up. Situation 2: I am not sure about the category I want to explore, I get into a decision paralysis and skip to the next section. Situation 3: I am not sure about the category I want to explore, I still click on one and find the landing page too overwhelming for me, close the tab, and never get back. Most people don’t know what they want. And, this section makes it even more difficult for them       to decide. The individual categories have also made basic copywriting mistakes. They followed a benefit-features approach but couldn’t get the benefits right.  Features - Email automation Benefit - Convert Features - Generative AI Benefit - Create faster Features - Segmentation Benefit - Refine   Features - Analytics and reporting Benefit - Optimize These are not the reasons why people pay for Mailchimp.  It might be safe to say Mailchimp has a positioning issue. I have been a product and growth marketing manager for early to mid-stage startups. I have also worked with individuals with creative newsletters as a conversion copywriter. And, I find people discussing MailChimp vs Converkit around me all the time. The above-mentioned features and benefits might look fancy on the homepage but they aren't the real reasons why people pay for MailChimp. A personalized product tour only for paid users It's a great section for paid users but another one of those 'nice to look at, let's scroll over' for users only interested in the free tier. 
 
 This is the perfect section to show after the features-benefit section above. But, only for a paid user. This makes me wonder why they have it on the homepage. Most users are going to try the free tier as the next step. 
 Pricing should not be on the homepage even if the analytics say otherwise. It’s very simple if you try to understand user psychology. There are mainly 3 different types of users exploring your website. Users who have no idea about the problem your product solves and haven’t even heard about your brand. Users who have no idea about the problem your product solves but have heard about your brand. Users who know what you solve, know your brand but want to learn more. For the first & second categories, pricing might kill their curiosity to check your platform.  Third-category - users will jump to the pricing page from the top nav bar, they don’t really need it on the homepage. If we create a rough sketch of the user journey so far, here’s what different situations might look like.  Situation 1: User clicks on any one of the 4 categories in the features-benefit section and directly goes to the pricing page. Situation 2: User doesn’t click on any of the categories but clicks on the personalized onboarding.  Situation 3: User doesn’t click on any of the categories, or the video, and stops at the pricing tab. There's a high chance that the user in situation 3 might not like what they see or might find the pricing section overwhelming, leaving the homepage and delaying their decision. I can see a huge potential for A/B testing on this page. That's it, folks.  This is a micro teardown, please subscribe if you want the full version in your inbox.

Mailchimp: A missed opportunity?

So, today, I’ll be analyzing Active Campaign’s home page. I’ll be just going through the homepage from a user’s perspective who’s just landed on the website. Doesn’t know much about, uh, the benefits of active campaigns. Just trying to figure out if that’ll be a perfect fit for them. So how does the homepage talk to them? Does it talk to them like an average sales page should, or maybe it’s not, it’s not an average sales page? it’s meant to be a part of the nurture flow? Let’s find out. Hero Section Grow your business with customer experience automation. The email marketing, marketing automation, and CRM tools you need to create incredible customer experiences. Umm…just one question - how will Active Campaign help me grow my business with customer experience automation? Since every other tool uses customer experience automation as a fancy word now, I need more proof. The first headline of the hero section should tell me the most important benefit of Active Campaign. And the subheadline should tell me how Active Campaign helps me achieve that benefit. Try it for free. No credit card is required. Instant setup. - the best copy so far. It’s short, and clear, and assures a hassle-free sign-up. #1 Automation Platform There’s a video here. Okay, let’s create some scenarios. First, let’s talk about the people who are going to skip the video. they are never going to find out why Active Campaign is the best automaton platform (as the claim) they’ll miss out on looking at some of the most features in that videos they’ll skip a sneak peek of the platform Do we want them to skip all this? NO. So, there should be a separate section that shows what’s really inside Active Campaign as a text version. Now, let’s talk about everyone who looks at the video. the script is weak and there are a lot of ways I could rewrite it. the most important point is that it sounds robotic. it’s similar to a text written on the website with the only difference that someone is reading, overuse of the word automation, and isn’t engaging. Customer Journey Each stage of the customer journey - solid move, love it, But, the descriptions are looking like textbook definitions. And the very next thing below it sends me to decision paralysis. Situation 1: I am looking for a tool to help me through all the stages of the customer journey. how do I decide which CTA to click on first? how do I know the best services that AC offers? what’s their USP? what’s the wedge? Situation 2: I know that I need a nurturing tool but I don’t have the time and energy to go on separate landing pages and read about them all. a short text with each on the same page would have helped. Situation 3: I want one specific service under the last stage ‘split testing’. I click on the page and NEVER return to the home page. also, the copy on the split testing page doesn’t convince me either. The only situation in which this is going to work is when someone already knows about AC as a brand, has initial trust, and immediately signs up for the trial. There’s still a missed opportunity with the home page. Personalized email marketing Situation 1: A marketing manager is reading this. they already know about basic or advanced personalization. The email in the image is not helping. It should include some advance personalization tokens or a better email copy. Situation 2: A CEO is checking the website. They’ve probably read a similar email 100 times and don’t feel that impressed by the copy. Contact list sizes increase 143% with personalized email marketing. Again, I’m not sure before clicking the link. Situation 1: User is already tired and they don’t want to click on ‘another’ link. Situation 2: User clicks on the link only to find out that these stats are from a report and not ACs results for a client. They either go back or close the tab. Situation 3: User clicks on the link, likes the stats but doesn’t give the real email (i know the pain, trust me) Situation 4: they actually click the link and submit the real email for the report. Now, even if they perform action 4, it still takes them away from the opportunity of signing up for a free trial (conversion funnel) and adds them to an email list (nurture funnel) The conclusion here is nothing except that there are missed opportunities for Active Campaign and they can actually increase the conversion rate by a significant amount. We can only claim something with the real analytics of the page but one thing is very clear - they need to update the copy. This was a micro teardown. If you want a full Copyteardown of ActiveCampaign or your own brand, reach out to me at kanika@copyteardowns.com  or simply fill out this contact form .

ActiveCampaign: Honest Copy Review

So, I was scrolling through the Copyhackers blogs while enjoying my hot cup of coffee. A few hours later, I opened Facebook and boom… there comes the ad. The first line says, ‘Copy is a total guessing game….’ I agree, ‘without these two things, yes, tell me, what are the two things? Strategy & Practice (nothing new, but, yes, I agree) ‘Get into mini-school for free’ wait, what? I have visited the Copyschool page so many times, but they never offered this before. So, I can try it FREE? that too, without any risk? Awesome! Since they were A/B testing the copy, I got a chance to see another version. This is hyper-personalization, but I am guessing that a simpler version works better for a larger audience (even though I like this one more). I would love to jam on another email, but that’s it for today. Let me know your thoughts in the comments section. This was a short copy teardown, but I am working on a master copy teardown of 10 Fortune 50 companies. Follow me on LinkedIn to stay updated .

Steal Ad Copy Ideas from Copyhackers. 

Whenever I want to do a copy exercise/teardown, I always look out for Asana. It challenges me because the copywriters on their team are great. And, I love finding improvements in landing pages or emails that are already good. I would love to jam on another Ad, but that’s it for today. Let me know your thoughts in the comments section. This was a short copy teardown, but I am working on a master copy teardown of 10 Fortune 50 companies. Follow me on LinkedIn to stay updated .

Asana Ads: A missed opportunity

This is the first and the most crucial email I receive after creating an online shop. So, I’ll give it my undivided attention. I feel that Shopify does an excellent job of keeping the email short and focusing on what matters the most. But, it misses the most important point here. Anyone, literally anyone, creating an online shop is confused about 100 different things. This email should NOT be about Shopify telling them how everyone trusts them with their business. It should not be a personal branding email. It should be a helpful email guiding users about the next steps. When I click on 'see the complete checklist,' I expect a helpful checklist. Instead, I see how Shopify wants to send me into a dreamy mood of building with 'Shopify' highlighting what they do, how they help entrepreneurs and giving me exactly the opposite of a helpful checklist - more content to trigger my anxiety as a business owner, more things I haven't done, more ways I am behind others. That's it for today. This is a micro teardown. If you want access to a full Copyteardown of Shopify or your own brand, reach out to me at kanika@copyteardowns.com  or fill out this contact form .

Emails from Shopify are more dreamy than realistic and I have a problem with that.

Writesonic is a tool similar to chatgpt. Now that chatgpt is paid, it was obvious for people to look for alternatives. So, I tried Writesonic because I wanted to see how an AI would write a cold email pitch. The results were great. I tried sending that cold email pitch to a few prospects, and it really worked.  But, this review is not about the tool. This review is about their email marketing. Let's talk about the first email I got from Writesonic. While all other AI writing tools are doubling down on their marketing and PR efforts, Writesonic's email looked like a pre-chatgpt version. It didn't excite me or make me curious. It failed to generate the thrill required for me to use it more. Here's a micro teardown of the welcome email. After this teardown, I looked at Samanyou's LinkedIn profile and saw so much content they haven't used in this email. For example, these slides by Chaitanya excite me more about Writesonic's journey than the welcome email. Why? Because this post actually feels like a real person is talking to me. The welcome email didn't feel like Samanyou was saying all that.  Next big surprise - the website. It has great testimonials from customers, but they are all hidden at the bottom of the website. They could be easily leveraged to improve the email and website copy. The team could also use this to create LinkedIn posts. Every interaction with new users is an opportunity to convert them into customers. The biggest mistake I see brands making is not using the current testimonials to generate more buzz. It could be as simple as using these in the headline. Instead of 'You're in good company...', they could have written 'Improve organic rankings & create more content with Writesonic.' With AI-based tools taking over the internet, the market has become competitive. At this point, it's so important for the brand to upgrade its communication over different channels. Good copywriting can turn random website visitors into long-term fans. I also did a teardown of the next few emails I got from Writesonic. If you want access to the teardowns, reach out to me at kanika@copyteardowns.com.

This Chatgpt competitor might be losing $$$ in the welcome email.

Let's get something out of the way, I love Notion and the microcopy they use throughout their platform. It's my favorite automation tool and I love reading their product updates.  So, while I was planning my next teardown, Notion was my first pick because of how challenging it would be to find mistakes in their copy.  
 HERO doesn’t represent Notion 
 Let's first talk about the headline - 'Write, plan, organize, play.' Honestly, it doesn't tell me anything about what Notion has to offer, what makes it different, and what’s the biggest benefit here.  
 You could literally pick this headline, add it to a random homepage and it would still make sense.  I am more curious about how Notion helps me with better, faster work. 
 'Get Notion free' is the best CTA for Notion. It will take users directly to try the platform and it will surprise them by simplifying complex tasks.  
 But, you know what’s not right? 
 Pairing it with another ‘request a demo’ CTA might not be the best idea.  
 Primary CTA is prompting the user towards a faster, more spontaneous action. 'Request a demo' might delay their decision to try Notion. 
 Adding 2 CTAs at the same place and leaving them to compete is a really bad idea. Even if 100 other SaaS websites are doing it doesn’t make it right for everyone. We don’t need another “AI everything” app The tab 'AI - Ask literally anything. Notion will answer' is itching me for all the right reasons. 
 AI has been mentioned twice now and I haven't even scrolled once. While I don't doubt the ease AI brings to create systems and frameworks on Notion, it doesn't really persuade me towards a strong action.  
 If AI was my goal, I wouldn't be here. 
 Another potential distraction - When I click on ‘learn more’, it takes me to a new page.  
 Why is this a bad idea for the homepage conversion rate? 
 AI is a great feature but not the selling point. It takes users to the AI landing page and they might forget to return back to the homepage. It might be a great value addition in the middle of my flow while I have seen all the best features Notion offers.  
 The static image below should be a GIF or a short video.  Don’t just tell me, show me 
 This section needs: 
 A video that shows a glimpse of how MetaLab creates workflows and replaces multiple tools using Notion. How Justin leverages Notion and its integrations for Ops and Marketing 
 These changes would help a user visualize Notion just the way Justin does.  
 Powerful building blocks Showing how Notion was powerful or minimal for Matchgroup is more attractive than reading a testimonial. A before vs after of Matchgroup’s Notion implementation would be perfect here. 
 Where are the teams, side-by-side? I’d like to see a notion doc that shows me 6 different teams collaborating on a single doc. Individual team workflows are easy, but collaboration is tricky. 
 Copy doesn't do justice to the biggest selling point 
 This is the biggest selling point. I don’t use notion just because it’s a knowledge management tool, I use it because there’s a huge community helping me get through roadblocks, and resources that can be leveraged because people have already created amazing workflows. 
 BUT, 
 the copy/message isn’t supporting this emotion. the benefits aren’t highlighted really well Tell users more about how some people have based their whole business around being the notion ‘template’ guy/girl. Show me how the community solved a major problem for a startup owner. Show me live chats/conversations of these communities.  
 Real people persuade other real people like them. Fancy words and hyped numbers like 1M+ community members don’t motivate users to take action. They just fill the whitespace on the homepage.  
 ‘Endless ways to use it’ seems exaggerated.  
 
 Loved how precise it is. But, adding links to the templates is a bad idea. Just show them these templates exist, and instead add a ‘get started for free’ CTA. Great section, bad placement Love the copy here. Only change - it should be combined with the section above and links to templates should be removed from the homepage. 
 Overall, I feel that Notion’s homepage isn’t doing justice to the immense value it gives users (including me). I don’t use words like ‘join a global movement’, ‘your AI everything app’, ‘write, plan, organize, play’ when I describe Notion to my friends. I use simple words and focus on showing them how it made my life easier. That’s it folks! This was a micro teardown. For a detailed teardown of Notion, please subscribe.  If you want me to teardown your website homepage, pricing, or company page, please fill them out.