Thread by @danavirsarria

Zuma Juice is a DTC greens brand owned by Russell Brunson.

Yes, the same Russell Brunson who owns Clickfunnels and one of the OG internet marketers famous for his aggressive DR.

In this thread, I'm going to breakdown his landing page.

The good and the bad.

Let's start 🧵

HEADLINE:

Zuma Juice uses a solution-aware headline highlighting the product's 3 main benefits.

With that said, the emphasis is on speed + simplicity.

"1 pack... in seconds!"

It's a classic marketplace sophistication lvl 2 headline.

Bold...

But I think a bit immature.

HERO SECTION:

The setup is a high production, Harmon Brother-esq VSL with the product right next to it.

I love how they were able to fit all the benefits and it's main feature. While not a true USP, its a big number that gets attention.

Clicking takes you to the offer section.

BANNER:

They use the banner to call out their amazing offer.

Up to 39% OFF + FREE bonus.

Overall, it's a very, very, very strong offer.

When your #1 competitor is Athletic Greens, known for its super premium price, this does help position Zuma Juice as more affordable.

LEAD:

Proof elements high up an LP? Perfect.

The interesting part is the claim.

The claim is focused on taste and they use the fact it's natural/organic ingredients that it tastes good.

IMO, that's a pretty big leap lol.

Still, I appreciate the aggressiveness.

BENEFITS:

Interestingly enough, they don't go deeper into taste.

Instead they pivot into benefits, which they do a great job in explaining.

The "VitaFiber" function though... I think they buried it. So far, the only unique feature explicitly spelled out.

TESTIMONIALS:

This is just a classic testimonial section.

What's interesting is how they positioned it.

2 women, 1 man.

Ages are explicit (30's-40's).

Taste is the #1 bolded objection answered, but each testimonial highlights the speed and convenience as well.

QUALITY:

"Clean nutrition" is one of the biggest objections in the supplement space, so they have an entire section answering it.

One common thing I'm noticing is how well written the copy is too. Nothing crazy, but it's all written in a VERY simple and relatable way.

INGREDIENTS:

Like all supplements, you have to sell the ingredients.

Again, nothing crazy. Just a good explanation of each ingredient with really well written copy.

Not unique, but it does make it seem premium.

I just don't like how they buried the Nutrition Facts label.

HOW TO:

It seems to me that the most "unique" thing about this product is the packaging.

Rather than a bucket full of powder, it comes in packets.

IMO, not a strong USP, but it does lead to good messaging. They keep doubling down on the simplicity vs blending greens yourself.

US vs THEM:

I love how they have no problem trashing their competitors with the most unflattering copy possible haha.

However, I'm *completely* confused why they didn't mention the Peach Ring Candy taste until now, more than halfway down the landing page.

That's important!

SUMMARY:

This isn't a common section even for DR landing pages, especially before the offer is officially displayed.

Still, it's a nice section with some new info...

1/ Price trivialization ($1.95/day)
2/ 60 day guarantee
3/ Mentioning kids as a possible use case

OFFER:

This is an interesting take on the traditional 1/3/6 bundle offer used by DR supplement brands.

You get the same discount + free bonus framework that always works...

BUT the focus is subscriptions rather than big bundles.

Super curious how many take the subscription.

GUARANTEE:

Most DTC brands hide their guarantee.

Zuma Juice did the right thing here and not only mentioned it upfront, but they made it huge.

No conditions either.

You can open and drink their greens, yet STILL get a refund.

Aggressive, but it's what makes it compelling.

CLOSING:

This is another hallmark of DR landing pages.

Making it explicitly clear you have to act now.

You can see there are no specific claims being made. Instead, there is a buildup to a possible, horrible future where you don't get any Zuma Juice packets.

FAQ:

We've now reached then end of the LP, where final questions are answered.

If you notice, most of the questions are just a repeat of what's on the LP so skimmers get their questions answered.

EXIT INTENT POPUP:

Now this is VERY interesting.

This a FREE + S/H offer.

You would never see that used by most DTC brands, whether they are aggressively using DR or not because it's a tough offer to fulfill.

But powder is so high margin, it makes sense.

Even cooler...

2ND LP???:

When you click the CTA, you get sent to ANOTHER landing page that gives a complete sales pitch for the free + s/h offer.

Wild!

I love the angle they used (sugar free) and the product-aware messaging, which makes sense as it's for exit intent visitors.

LEAD:

They've made some changes to this LP.

First of all, the claim is now *53* ingredients, which is confusing, but it's explained later (hint: they took a massive leap lol).

Second, it's presented in a listicle format.

Third, the offer is higher up the landing page.

FEATURES:

What's interesting is that they now have 2 SKUs here, each coming in their own interesting flavors.

The red juice also solves completely different problems.

I wonder if the intent of green juice clicks leads well to red juice interest... but it's a good offer.

OFFER:

This is an old school, internet marketing offer.

FREE + S/H AND 2 free digital bonuses, both of which DTC brands would just give away for free on their site rather than present it as a bonus.

Love the aggressiveness here.

PROBLEM:

The main issue is that Zuma is competing against Athletic Greens.

Athletic Greens has 75+ ingredients with MORE benefits AT THE SAME PRICE for 1 pouch.

At the moment, Zume is great for unaware customers, but can't compete vs Athletic Greens.

WHAT I WOULD DO:

I would focus on the peach ring candy taste A LOT more.

It's the only feature they presented that was remotely unique and mass market-friendly. And it actually proves they're as delicious as they claim to be.

USP: Packets of peach ring candy-flavored greens ✅

I'd upgrade their headline to market sophistication lvl 3 as well.

Even if it's just..

Discover how just 1 packet of delicious, peach ring candy-flavored greens can help...

Kick Fatigue, Improve Digestion, And Jumpstart Metabolism In Seconds!

It makes a MASSIVE difference.

SUBSCRIBE TO THE UPSELL!!!

Discover the growth hacks used by the top 1% of ecommerce marketers to lower CAC, boost AOV, and maximize LTV - FREE!

Read by DTC founders, agencies, and executives.

Next issue comes out Wednesday! 👇

theupsell.co

SUBSCRIBE TO THE UPSELL!!!

Discover the growth hacks used by the top 1% of ecommerce marketers to lower CAC, boost AOV, and maximize LTV - FREE!

Read by DTC founders, agencies, and executives.

Next issue comes out Wednesday! 👇

theupsell.co