Harris Gani

Co-Founder @viddyapp (YC W23) | prev @frame_io @zynga @sothebys

[Harris Gani @HarrisRules13]

@rolandtshen interested in joining!

[Harris Gani @HarrisRules13]

@MoralFitnezz How often to recommend doing these stretches (1-2min holds per stretch) with the goal of safely improving hip mobility and range of motion? Is everyday too much for these holds or would you recommend every other day?

[Harris Gani @HarrisRules13]

@replohq MAP

[Harris Gani @HarrisRules13]

@replohq @AlexHormozi @replohq

[Harris Gani @HarrisRules13]

@replohq @replohq

[Harris Gani @HarrisRules13]

Some of the most exciting moments in building a startup are centered around customer love and their reactions towards your product. When you see their emotion + ability to clearly explain why your product is valuable it’s quite the feeling!

I just got off a sales call where I had shown the prospect some successful examples of video-native landing pages that were built using our platform (@viddyapp). They then asked “this all looks great, but what’s it look like to create these?” I told him we hadn’t fully launched our self-serve version yet, but can show him what it looks like thinking this would be a good feedback opportunity.

So I opened up a quick demo to show how we build our landing pages for brands using our tech behind the scenes (we currently mostly work with clients in a managed service capacity). His response: “Wow. this is really cool. Haven’t seen something like this before.”

I asked him “what’s cool about it to you?” and he said “I mean it looks so simple and easy to do. We could start testing a lot of landing pages way faster with this. Our devs usually take couple weeks to build a page in Shopify. I mean I could probably come in here myself without Shopify experience. Shopify is complicated.”

This small interaction was priceless. It’s a great feeling to see a prospective customer immediately understand the value of your product from just seeing it in action for 1min.

P.S. We’re starting to onboard more customers to use the self-serve version of our video-native landing page builder. If you want access, comment Viddy and I’ll DM you with onboarding steps!

[Harris Gani @HarrisRules13]

@MaxGrant__ Would this be valuable to you if there was an easy way to get it?

[Harris Gani @HarrisRules13]

@jordantwestecom Rt

[Harris Gani @HarrisRules13]

It’s crazy to me that e-commerce brands often pay $1000 for a single video to use on paid ads and then it goes stale in their dropbox folder after the ad has run its course in ~2 weeks. Why not re-use the videos on other channels?

One thing that we’ve found at @viddyapp is that when a video performs well on one channel (say paid ads) it tends to perform well on other channels too (say website and email/sms). One of the reasons we see high spend go towards video creative on paid ad platforms like Meta and TikTok is because those platforms are video-native. They make it very easy to use videos on these channels.

Using video on other channels like website, email, and SMS is much more difficult. Why? Because these platforms are not video-native by default. They are still primarily static image and text driven. It’s not easy to add video on your e-commerce website because site builders like Shopify don’t have good off the shelf video options, forcing brands to use custom HTML embeds which is still very limited. On top of this, there are many iOS technical challenges with handling video and user interactions (for example, you can’t autoplay a video unmuted which needs to be navigated with a more optimal video UX).

In today’s video-first world, brands need better ways to incorporate engaging video on their storefronts. Simple HTML and YouTube embeds just don’t cut it. Brands need more engaging video players that have shoppability built-in, in-video call-to-actions, watch data that can be owned to create segmented audiences, and more unique UIs for better engagement.

At Viddy, we solve this with video-native landing pages. This means our landing pages are video driven like paid ads platforms (Meta and TikTok). This makes it easy for brands to re-leverage high-performing video content they’ve already paid for and use it effectively on landing pages across their marketing mix (email, sms, website). After all, who wouldn’t want a higher ROI on video content you’re paying so much to have created?

Here’s an example of a @viddyapp landing page that is video-first that we created for Nailboo that re-leverages influencer content. This landing page can be used across acquisition and lifecycle channels such as paid ads, email, and sms.

Like + comment VIDDY if you want a link to the video landing page to play around with it yourself.

[Harris Gani @HarrisRules13]

Why do brands re-use their same product page for every channel (paid social ads, email, sms, etc.)?

We know personalization converts better and the best way to personalize online shopping experiences is landing pages. So isn’t it a no brainer to use personalized landing pages across your marketing mix?

I’ve interviewed over 100 e-comm marketers at this point and found the main reason brands don’t use landing pages more frequently is bandwidth (both time and money). Average times from concept to production for a single landing page is usually 2-4 weeks. This is a lot of salary when factoring in the design and dev resources needed (agencies are also expensive).

But landing pages nonetheless are critical for the best e-comm stacks. They drive meaningful revenue as they usually convert 7-25% better than product pages when done correctly. But why? They’re usually highly personalized around particular offers or bridge the shopping experience from particular ad creative. They also give shoppers a new experience to see and engage with vs seeing the same product page (and abandoning it over and over).

Landing pages are important + they take too long to make = we need new ways to create landing pages that are time-effective and allow for rapid testing. This is what we’ve been building at Viddy (YC W23) with our brand new format of landing pages that is video-native.

Brands have been turning to Viddy to become their de facto landing page builder across their marketing channels (paid acquisition and lifecycle) because we allow new & engaging shopping experiences that convert and take <30min to create. This means brands can literally test 10x more landing pages.

Why are our LPs so easy to make? Our shoppable video UIs let your best video content replace copywriting, design, and development work. We also have battle-tested templates from our best customers.

Here’s a side by side comparison of our video-native landing page format next to a static product page from Mad Rabbit (brands should be using both!).

Like + reply VIDDY if you want a link to the video landing page to see how it looks below the fold.

[Harris Gani @HarrisRules13]

THIS is the type of customer excitement that keeps us going! Also, love using Fathom to record my meetings to get nice quotes on our product like this with the transcription

[Harris Gani @HarrisRules13]

How we increased Infinity Hoop’s email CTR by +116% and CVR by +20%.

Infinity Hoop specializes in fitness and wellness products, primarily marketing an innovative hula hoop designed to help users achieve their fitness goals, alongside offering supplements and training videos. Their main product, the Infinity Hoop, is promoted as a fun and efficient way to burn calories and enhance fitness routines.

Infinity Hoop ran A/B tests in their Klaviyo Site Abandonment and Browse Abandonment email flows using @viddyapp to see the impact of using personalized video in their email strategy. They wanted a way to re-leverage their UGC video content and top performing ad creative so they turned to Viddy.

They included dynamic Viddy email modules in their email templates that linked out to Viddy’s video landing pages. The videos in the landing page feature testimonials explaining the results people saw from using the product and how to use the product effectively (product education).

Infinity Hoop liked using Viddy due to the speed at which they were able to create custom landing pages specifically for their email traffic. Usually building custom landing pages takes a lot of resources (dev time, design time, QA time, etc.), but with Viddy they were able to get landing pages built in <10 min since their video content did all the heavy-lifting from design, content, and development perspectives.

After seeing success on their email abandonment flows (+116% CTR, +20% CVR), Infinity Hoops has now been using Viddy for all of their email campaigns as well to better personalize and drive more profitability on a weekly basis (after all, email is one of the most profitable channels).

Here’s what one of the Viddy landing pages Infinity Hoops created looks like:

[Harris Gani @HarrisRules13]

The flow state you get when coding is unreal. One of the nice feelings when switching between engineering and sales as a founder

[Harris Gani @HarrisRules13]

@peterejhamilton @incident_io Amazing video!

[Harris Gani @HarrisRules13]

Excited to announce @viddyapp's partnership with @PostscriptIO! If you’re looking to improve your SMS campaign/flow CTR and CVR with our unique mobile-optimized landing pages feel free to DM me. Brands using our landing pages have increased CTR by 20-60% and CVR by 10-35%.

[Harris Gani @HarrisRules13]

It’s a great feeling when your customers share this emotion about using your product

[Harris Gani @HarrisRules13]

I always see people reading them pretty intensely on heatmaps and screen recordings, but what's interesting is I don't think many brands do a true A/B test on them (I think people just expect it). We tested them in the beginning for Lumin Skin and Meridian Grooming and found no stat sig impact. We did see it hurt if reviews count was too small for some products (in which case we intentionally hid to show no reviews until they got more)

[Harris Gani @HarrisRules13]

How did Apple make people hate green text bubbles compared to iMessage blue bubbles? There was something special and intentional about the specific green color Apple chose…

It’s the low (poor) contrast of the green Apple chose against the white text color. This poor contrast is further amplified when compared to the relatively good color contrast of the blue iMessage color and the same white text. This leaves the user with a subpar experience with green bubbles compared to iMessage blue bubbles.

Color contrast on screens is very important as they are large factors in legibility (this is absolutely critical for texting as this is pure reading). There are other variables that also affect contrast such as screen brightness, lighting conditions, the user’s vision, etc. Variables such as increased brightness actually make the green bubble contrast even worse than the blue bubble contrast.

So it’s not that the green color is bad, but more so that that the contrast is no good. I actually remember Apple changing the green bubble color to make it more harsh when iMessage blue was first introduced 2011. Smart move? Probably.

Link in comments to the Medium post I’m referencing that goes into more detail!

[Harris Gani @HarrisRules13]

Just found out @viddyapp was featured on @ycombinator 's “Top 100 E-Commerce Startups” list for 2024. Really cool to be on this list with other heavy hitters like Instacart, DoorDash, and Whatnot.

See the full list here: https://t.co/BD3e10nMrj

[Harris Gani @HarrisRules13]

One of the metrics we look closely at across clients using our @viddyapp video landing pages is the engagement and watch rates with video. We look at funnels of visitors using this sequence: “Pageview → Clicked Video → Watched 10seconds” of the video”. Here’s why this metric is important…

We see generally across our clients that the higher the engagement with video is, the better the “Add To Cart” and “Checkout Initiated” rates are. This is primarily because the more video you’ve seen, the more familiar and educated you are on what the brand is selling. Video is a more engaging way to do this vs reading text blocks. We always look at screen recordings and see the majority of visitors rapidly scroll past text indicating they aren’t reading it all carefully.

We have fun comparing metrics like this across our client brands. Sure there will be differences between brands based on AOV and industry, but it helps us do the following:

1. Develop our own baseline metrics of what’s a “standard video engagement and watch rate” on our video LPs (similar to Klaviyo industry baselines)

2. Get excited whenever a client breaks a record on a metric…this makes us go into deep analysis mode to understand what they did differently.

Michael Todd Beauty recently ran an email campaign using our LPs to push a hero product and they broke our previous records. Here’s what their funnel looked like: from all 100% visitors landing on LP → 72% click a video to open the shoppable player → 53% watch at least 10 seconds.

We look at 10 second views to get a gauge on if they are actually watching some of the video. Brands usually use short-form video so 10 seconds is usually 25-40% of the video. This is similar to how TikTok looks at their video views (2-sec and 6-sec video views).

What do people think about video heavy landing pages?