How Qure gets customers to spend $50 more

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A 20% first-order discount can erase 80% of your gross profit.

Qure takes the opposite approach. It gets customers to spend $50 more by making the larger order feel dramatically cheaper.

Today, we break down the offer math and show how to increase first-order value without relying on another sitewide discount.

Today:
We break down how Qure raises first-order AOV, show how to build a listicle landing page with AI, cover Google’s latest product-feed changes and reply to five customer reviews.

Today’s issue is supported by Brevo’s List Tax Calculator, which shows what contact-based email pricing may be adding to your bill.

What would you choose?

For another $50, you receive six times the supply.

The answer feels obvious. That is exactly how Qure pushes customers toward a higher first-order value.

The instinct is to make the first order cheaper. That can destroy the margin needed to acquire the customer.

If a $100 order produces $25 in gross profit, a 20% discount leaves only $5. The discount has erased 80% of the gross profit.

Qure goes the other way. It adds more product and collects another $50.

The $169 option costs more, but feels cheaper.

For many brands, customer acquisition costs far more than the product itself.

Adding more units may only modestly increase product, fulfilment and shipping costs. But the additional $50 collected from the customer helps absorb the much larger acquisition cost.

Qure gives away more product without giving away its margin.

Do not ask:

“How can we make the first order cheaper?”

Ask:

“What can we add that makes customers happy to spend more?”

Add a longer supply, refill, complementary product or complete routine.

Build an offer that pushes first-order value up, not down.

Email marketing costs usually creep up before anyone notices why. The culprit is often the pricing model: on contact-based platforms, every profile can raise the bill whether that person buys every month or only opens during Black Friday.

That means a strong popup month can trigger a higher tier on its own. Klaviyo's answer is to prune your list, but that puts marketers in an awkward position: keep more customer data and pay for it, or delete contacts to control software costs.

Brevo takes a different approach. Pricing is based on emails sent, so you're paying for the activity that drives return rather than the number of contacts sitting in your database. In one example, a store with 25,000 contacts sending 40,000 emails a month could save $4,248 a year. Moving takes an API key and a list import.

The List Tax Calculator makes the comparison specific to your own store. Enter your contacts and monthly sends to see what contact-based pricing may be adding to your bill.

Calculate your list tax

Grüns, IM8, Mars Men, Javy Coffee, PetLab, RYZE and True Classic each reached, or were reported to be operating at, more than $100 million in revenue or annualized revenue within four years of launching.*

When we studied how they acquire customers, one theme kept appearing:

The listicle landing page.

These brands run multiple ads around the same customer or problem, then send those clicks to a page that makes the complete case for buying.

One ad may lead with a symptom. Another may challenge an alternative. Another may focus on proof, convenience or a surprising benefit.

The listicle connects those entry points. It explains the problem, introduces the product, presents the evidence, answers objections and closes with an offer.

A product page organises information around the product.

A listicle organises the sales argument around the customer.

In the paid section below, we break down what makes a listicle work, how many reasons to include and how brands such as Grüns and IM8 adapt the same product for different customers.

Then we build one from start to finish using AI.

And if you have tried creating a landing page with AI, you already know the usual result: generic copy inside a design that looks unmistakably AI-generated.

We will show you how to produce a design that looks like it came from a $5,000 agency.

Not every campaign needs a listicle.

Our Money Pages Playbook covers the seven landing-page types these brands use, what each one does and when to use it.

Get The Money Page Playbook. 

Google adds conversational product attributes to Merchant Center

Retailers can now add answers to common questions, compatible accessories and substitutes directly to their product feeds. Review these fields before AI platforms start answering those questions using incomplete information.

Instagram Live video ads launch on September 29

Brands will be able to amplify creator livestreams as paid Partnership Ads. Start identifying creators who can demonstrate and sell the product live, not merely produce another UGC clip.

I agree with the principle, but not as an absolute rule. Protect a winning ad set from casual edits, then launch new creatives and experiments separately so preserving the winner does not become an excuse to stop testing.

RYZE uses a simple illustration to help customers visualize the promised progression over three months.

If you do not have genuine transformation photos, do not manufacture them with AI. An illustration can communicate the desired outcome without pretending to show a real customer result.

Reply to five recent customer reviews, including the critical ones.

Why this works:

Your rep:

Report: “Five reviews answered. One recurring issue found.”

Do not treat reviews as content. Treat them as customer research.