Happy Sunday!

If you’re reading today’s newsletter, I hope you’re sitting comfortably, have a beverage in your hand, and you’re preparing for an amazing upcoming week. For today’s newsletter, I’m going to dive into an industry that is always testing the cutting-edge tactics of performance marketing, and share my takeaways with you.

But, before we get into that...

Vendor of the Week

Instant — The secret weapon to triple your email revenue with AI-powered flows.

Earlier this month, I wrote a full deep dive on why Instant worked so well for my clients over Labor Day, and what you can steal from them now to hack BFCM.

When it comes to retention, here’s the reality: every brand is blasting the same cart reminder, the same “you left this behind,” the same discount code. Deliverability tanks. Conversions stagnate. And you’re leaving serious money on the table.

AI changes that. With Instant, every shopper gets a unique experience:

Copy, products, and offers that adapt to your shopper’s behavior in real time.
Emails sent at the exact moment that shopper is most likely to buy.
11+ abandonment flows (cart, checkout, browse, price-drop, back-in-stock) live in minutes.

Take July Luggage. For years, their browse abandonment flow was an afterthought. Then they switched on Instant AI. That single flow jumped 3.8x and became their #1 revenue driver, fueling $350K in incremental sales in just 60 days.

Most brands pour months and $10–30K into designing two or three polished flows, but the other 8-9 sit neglected. That’s where AI shopper intelligence drives the biggest lift.

That’s the message Liam and I are taking to the stage at the Q4 Summit and Grow NY. Retention is the number one growth lever to lock in right now, and the brands that embrace it early are the ones who win big.

Here’s your chance to join them: book a demo by next Friday and you’ll get 50% off your first 60 days. That will carry you through Black Friday and turn the busiest shopping period of the year into your biggest retention lift ever.

Limited Supply

This past week’s episode of Limited Supply goes through the first half of my BFCM playbook for 2025, and all the things to get done with it. If you recall the 15-page newsletter I sent a few weeks ago, I narrate it and highlight some brand examples from past BFCMs.

Listen to the episode on Apple Podcasts, Spotify, or YouTube (search “Limited Supply”). Also, please leave a review — it’s free to do, and helps me immensely! Let me know if you do, and I’ll send you a coffee.

The Forefront of Performance Marketing

Every year, there’s always an industry that is pushing the boundaries of performance marketing. It’s usually something new and sits near a gray area of regulation. This year, that area is the brands pushing GLP-1 and GLP-1-adjacent products.

Some of the best affiliates are generating 7-figure monthly incomes just by sitting in their underwear and buying media better than any agency or employee can. They push the boundaries of what any internal brand marketing team would ever approve, and have no shame in what they put out. They will do anything to get the sale, and, of course, their commission.

For today’s newsletter, I reviewed some of the large spenders and traffic acquirers in the GLP-1 space, as well as those selling to GLP-1 users (now 1 in 20 US adults). Because GLP-1s are growing so rapidly (at a rate faster than you might think), every wellness brand is trying to get a piece of the action with its own funnels. Some are touting their additional support with fiber (countering digestive issues), while others emphasize the protein your body needs to prevent muscle loss, and so on. I’m not an expert here, but this is what I’m learning from the funnels.

Disclaimer: I hope this is obvious, but I’m not endorsing any of these companies. I don’t recommend using any of these companies; I am simply here to discuss what I recognize from their marketing. Some of the companies that have a great landing page to pull from are selling entirely fraudulent products (or at least very shady). Now that it’s out of the way, back to the newsletter.

One thing affiliates and hardcore performance marketers excel at is optimizing their web experiences for conversions. Given the challenges of what Meta also now allows to come back as data into the platform, it’s even more critical to streamline the funnel and push a new sign-up or conversion. In today’s newsletter, I'd like to highlight a few websites and share exactly what I like about them.

My goal isn’t for you to copy every module or section I find interesting, but rather see what the section does, whether it’s efficient storytelling, providing social proof, making an easy analogy, whatever... find the framework of that section, and then see how you can apply it to your own funnel, landing page, product page, checkout flow, or really anywhere on your website.

RemedyMeds

Interestingly, about this brand, they don’t run their own Facebook ads. They appear to run all affiliates or whitelisted handles that direct traffic to their website’s homepage. The homepage is a well-done landing page with all the essential sections, but I love how the above-the-fold page includes social proof, an easy-to-digest headline, iconography, animations, an action-oriented CTA, and more social proof.

What I find interesting is how they leverage the power of numbers across the screen, without the user having to scroll. They have:

A fat loss lb counter at the top
Number of prescriptions written (proof it’s real/legit)
Forbes ranked #1 provider — but calling out the number
Trustpilot says “Over 1,000+ reviews”
On mobile, you see “Join 100,000+ patients” without having to scroll — very well done.

On top of all that, there’s a phone number at the top, which adds to the trust and legitimacy of the brand, even if no one ever calls it. It’s easy to see why they drive ALL their traffic to this one page, it’s a perfectly executed landing page.

MEDVi

This is another telemedicine GLP-1, and just like Remedy Meds, all their own ad and affiliate ad traffic points to their homepage. Here’s what I liked about their landing page:

The announcement bar at the top tells you, “Fall Promo Applied!” This is great as a site visitor, because I stumbled into a promotion that’s been automatically applied, and there’s an implied sense of urgency given it’s a Fall Promo vs just a new customer offer.
The headline at the top isn’t just a headline. It’s a question, an acknowledgment of what someone would reply in their head, and then a follow-up explaining the brand. The way it’s written (like its for a 3rd grader), even though it’s long, it feels easy to follow.
The bullet points hit what a user is thinking in order:
- The problem they’re here for
- What can the brand do for me?
- How much does it cost?
Because the bullet points are so forward with pricing and getting started, I like that the CTA isn’t “Get Started” but rather “Take the Assessment” which slows the pace back down.

The rest of their landing page is fine, relatively the same as the others.

Climb / Kind Patches

I’ve never come across this product before, but leave it up to affiliate marketers and TikTok shops to show you something new. This product looks like a carbon copy of a big TikTok Shop brand (Kind Patches), and they’re running FB ads with the same branding... that said, here’s what I like from their PDP:

Their image carousel itself is a landing page:
- Value props in the image white space
- Benefits of a patch as a transport system
- Money-back guarantee (sketchy)
They use easy-to-understand TikTok-style UGC to explain the product and how it works

There wasn’t anything else that I thought was too great from the PDP, but using the image carousel as a mini landing page is something every brand should do.

Noom

This brand is one of the OG’s in the space, so they go the extra mile with their UX/UI design, and making sure everything feels on brand, while still pushing the limits from a performance marketing standpoint.

The main thing I liked about this funnel is that when you land, you are prompted to answer a quiz question, but it’s designed in a way that also lets you scroll and see what’s below, which is a full landing page.

Their landing page also touts minimal side effects, which none of the other examples do (I assume it has to do with a very expensive clinical trial Noom conducted that’s proprietary to them). Actually, now that I scrolled to the bottom of the page, that stat is validated by self-reported data from 10,601 program users. If you have the data (and it’s within what’s allowed), why not use it? I imagine this does very well for them as a benefit.

There’s a module called “Take your first microstep” which erases everything else on the screen, for a full-screen, 100% share-of-voice-style takeover. I’m going to steal this!

That's all for this week

There was a total of 20-25 insanely optimized sites, and outside of what we, at this newsletter, would consider a good landing page, only 4 brands had something worth calling out. My favorite was the full-screen effect with the Noom module.

It’s Sunday night, so I hope you plan to get a full 9 hours of sleep going into the new week. If you’re going to be at the Q4 Summit, tap me on the shoulder and say hi, if you see me! Until next Sunday, have an amazing upcoming week.

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