Bizzy's Marketing Teardowns evaluate the marketing tactics used by the world's greatest ecommerce businesses. We show you how to use the same strategies as the best marketing and marketing analytics teams out there. In our first post of this series, we will take a look at what makes Warby Parker great and where they can improve. About Bizzy: Via data-driven marketing suggestions and a razor-sharp focus on clean mobile experiences, Bizzy helps ecommerce businesses reposition their marketing strategy to drive more sales conversions. Follow blog.bizzy.io for access to future Marketing Teardowns!

1. bizzy.io · 7/19/16
BIZZY MARKETING TEARDOWN
Warby Parker

2. Oh hello there Warby Parker. I’ll just
be taking a scroll through your
website.
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3. 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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4. Eyeglasses and sunglasses. That’s what
they sell. Got it.
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5. 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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6. Ah. She is modeling summer
eyeglasses. I don’t need those.
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7. 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.

8. Neat. I can visit a store. I wonder if
there is one near me.
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9. Ok. A home try-on kit. Got it.
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10. 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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11. Ah. The summer. Now, I remember
the aspirations I had when I first
landed here.
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12. 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.

13. I like this. My purchase will do
some good. I want to be a part of
this company.
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14. 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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15. 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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16. BUT, WAIT. FINALLY. Someone
asking for my email address.
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17. 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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18. 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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19. I’ll bite. I look forward to learning
what it means to join the world of
Warby Parker.
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20. You are most welcome, Mr. Warby
Parker. I look forward to seeing
what you have waiting for me!
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21. Bizzy.io
Running to check my email

22. Got it!
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23. Intriguing subject line.
I like fun stuff.
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24. 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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25. 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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26. This top navigation looks like I
am on the website. I am not
sure why it’s here.
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27. 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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28. 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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29. Ok. Not a party. I am a little disappointed.
The story of Warby Parker is not quite
what I expected.
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30. 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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31. 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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32. Hold on a second. Isn’t this
what I just saw on the
website?
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33. Hold on a second. Isn’t this
what I just saw on the
website?
YEP.
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34. Deja vu?
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35. Deja vu?
OH
YEAH
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36. 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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37. Warby Parker has glasses starting at
$95. I knew that from the website too.
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38. 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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39. 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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40. Fun facts?! YES. I am ready for
the fun.
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41. Fun facts?! YES. I am ready for
the fun.
I certainly wouldn’t mind a monocle.
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42. 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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43. 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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44. 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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45. We are at the end.
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46. 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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47. 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.
Bizzy.io

48. 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.
Bizzy.io

49. THE END.
bizzy.io · 7/19/16
BIZZY MARKETING TEARDOWN