bizzy marketing teardown: warby parker
TRANSCRIPT
bizzy.io · 7/19/16
BIZZY MARKETING TEARDOWN
Warby Parker
Oh hello there Warby Parker. I’ll just be taking a scroll through your website.
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I want to be friends with them. Maybe I need those new summer sunglasses. I’ll think about it as I scroll onward.
Oh hello there Warby Parker. I’ll just be taking a scroll through your website.
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Eyeglasses and sunglasses. That’s what they sell. Got it.
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Those eyes peering above the fold look interesting. I’ll keep scrolling to see what she has to say.
Eyeglasses and sunglasses. That’s what they sell. Got it.
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Ah. She is modeling summer eyeglasses. I don’t need those.
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At this point, I have forgotten about the cool shade-wearing-duo that I wanted to befriend. So I’d probably navigate away now. But, WAIT. No one has asked for my email address yet. Lost opportunity.
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Ah. She is modeling summer eyeglasses. I don’t need those.
Neat. I can visit a store. I wonder if there is one near me.
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Ok. A home try-on kit. Got it.
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Still no request for my email address. If I didn’t have my steadfast commitment to finding the email signup form, I’d be gone by now.
Ok. A home try-on kit. Got it.
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Ah. The summer. Now, I remember the aspirations I had when I first landed here.
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Ah. The summer. Now, I remember the aspirations I had when I first landed here.
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Do it. Ask me for my email address. I’m intrigued.
I like this. My purchase will do some good. I want to be a part of this company.
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I want to help. GET MY CONTACT INFO.
I like this. My purchase will do some good. I want to be a part of this company.
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I see the footer. So, I guess this is the end of the page. Nothing else for me here.
I want to help. GET MY CONTACT INFO.
I like this. My purchase will do some good. I want to be a part of this company.
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BUT, WAIT. FINALLY. Someone asking for my email address.
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BUT, WAIT. FINALLY. Someone asking for my email address.
Ok. So, I would have definitely missed this if I wasn’t actively looking for it. It’s pretty buried in the depths of the footer.
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BUT, WAIT. FINALLY. Someone asking for my email address.
Ok. So, I would have definitely missed this if I wasn’t actively looking for it. It’s pretty buried in the depths of the footer.
Let’s talk about why I should give you my email address. What does it mean to join the world of Warby Parker? Why would I want to stay in the loop? Give me a reason to care whether or not I am on your list. What will I get that I won’t get otherwise?
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I’ll bite. I look forward to learning what it means to join the world of Warby Parker.
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You are most welcome, Mr. Warby Parker. I look forward to seeing what you have waiting for me!
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Running to check my email
Got it!
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Intriguing subject line. I like fun stuff.
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Intriguing subject line. I like fun stuff.
Maybe the world of Warby Parker will be the blast I’ve been looking for in my glasses provider.
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Intriguing subject line. I like fun stuff.
Maybe the world of Warby Parker will be the blast I’ve been looking for in my glasses provider.
Let’s scroll.
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This top navigation looks like I am on the website. I am not sure why it’s here.
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This top navigation looks like I am on the website. I am not sure why it’s here.
But, you already said thank you when I gave you my email address. Where is the new fun stuff?
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This top navigation looks like I am on the website. I am not sure why it’s here.
Well that looks like a party. Parties are fun. I will keep going.
But, you already said thank you when I gave you my email address. Where is the new fun stuff?
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Ok. Not a party. I am a little disappointed. The story of Warby Parker is not quite what I expected.
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Ok. Not a party. I am a little disappointed. The story of Warby Parker is not quite what I expected.
Don’t worry? I wasn’t. But, now I am.
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Ok. Not a party. I am a little disappointed. The story of Warby Parker is not quite what I expected.
Not compelling enough for me to click. I am going to keep scrolling.
Don’t worry? I wasn’t. But, now I am.
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Hold on a second. Isn’t this what I just saw on the website?
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Hold on a second. Isn’t this what I just saw on the website?
YEP.
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Deja vu?
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Deja vu?
OH YEAH
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Deja vu?
OH YEAH
With nothing good to focus on, I shall continue being a scroll monster until you get me to stop.
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Warby Parker has glasses starting at $95. I knew that from the website too.
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Warby Parker has glasses starting at $95. I knew that from the website too.
The scroll monster will continue to scroll.
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Warby Parker has glasses starting at $95. I knew that from the website too.
The scroll monster will continue to scroll.
I don’t see any compelling reason to click on these social links.
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Fun facts?! YES. I am ready for the fun.
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Fun facts?! YES. I am ready for the fun.
I certainly wouldn’t mind a monocle.
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Fun facts?! YES. I am ready for the fun.
I certainly wouldn’t mind a monocle.
Actually. I am dying for one.
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Fun facts?! YES. I am ready for the fun.
I certainly wouldn’t mind a monocle.
Actually. I am dying for one.
Right now.
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Fun facts?! YES. I am ready for the fun.
I certainly wouldn’t mind a monocle.
But, the first thing that piqued my interest has no call to action. And it’s buried at the way bottom of the email.
Actually. I am dying for one.
Right now.
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We are at the end.
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Here’s the deal. I am inclined to unsubscribe. I don’t see any value (or promise of value) to staying on this list.
We are at the end.
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Here’s the deal. I am inclined to unsubscribe. I don’t see any value (or promise of value) to staying on this list.
I have already seen all of this information on the website, which is where I signed up for the email list in the first place.
We are at the end.
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Here’s the deal. I am inclined to unsubscribe. I don’t see any value (or promise of value) to staying on this list.
I have already seen all of this information on the website, which is where I signed up for the email list in the first place.
I was hoping for fun stuff. Instead, I got a reformatted version of the website.
We are at the end.
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THE END. bizzy.io · 7/19/16
BIZZY MARKETING TEARDOWN