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OLIPOP’s original soda has 9g of fiber. It also needs refrigeration, keeping it away from the regular soda aisle.
So the brand spent years developing a shelf-stable version. It has 6g of fiber, but can sit where shoppers already look for soda.
Today:
We break down OLIPOP’s product change, find where shoppers leave the purchase funnel, cover Google’s new shopping cart and check who actually buys from your Meta ads.
Today’s Deep Dive
OLIPOP changed the product to get into a different aisle
OLIPOP’s original soda has 9g of fiber and needs refrigeration. That puts it in the chilled section, away from the regular soda aisle.
Original 9g line: refrigerated.
Customers asked for a version they could store at room temperature. OLIPOP’s answer was not a new ad campaign. It spent years testing a shelf-stable 6g fiber line with a slightly different fiber blend.
The product changed where it could be sold
The 6g cans can sit in a pantry and, according to OLIPOP, are typically stocked in the traditional soda aisle. The original 9g line remains in refrigerators. That gives the brand two different shopping moments: a customer browsing cold drinks, and one buying soda to take home in bulk.
New 6g line: shelf-stable and typically sold in the soda aisle.
The trade-off matters. This was not identical soda in new packaging: the shelf-stable line has 6g of fiber rather than 9g. OLIPOP kept both versions and explains the difference on its fiber guide.
Packaging makes the new version easier to shop
The founder says the refreshed packaging is rolling out first on the shelf-stable line, making flavor, ingredients and product information clearer at a glance. That matters when a shopper encounters OLIPOP beside familiar sodas, without someone there to explain it.
What to copy
Find the product constraint that limits where or how customers can buy you: storage, shelf life, size, format or shipping.
Ask whether a new version could remove that constraint while preserving the reason customers buy.
Make the difference between versions obvious, especially if the formula or benefits change.
Sometimes the growth unlock is not a better campaign. It is a product that can show up where the customer already shops.
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The How-To
How to Find Where Shoppers Leave Your Purchase Funnel
Your overall conversion rate tells you how many visits became sales. Shopify’s funnel shows where shoppers stopped, so you can investigate the right part of the journey.
1. Open the report. In Shopify, go to Analytics → Reports → Conversion rate breakdown. You’ll see Sessions, Added to cart, Reached checkout and Completed checkout.
Example Shopify report: four stages of the purchase funnel.
2. Find the gap. Choose a recent period and compare it with the previous one. Switch off Open Funnel if you want to see drop-off among sessions that moved through the stages in order. Pick the gap that has worsened, not simply the largest bar.
Use these as checks, not diagnoses. The report shows where people leave, not why.
3. Investigate one cause. Walk that part of the journey on mobile. Check the page, cart, shipping promise and failed-payment records as relevant. Fix one likely friction point, then watch whether that gap improves.
Shopify groups shipping and payment inside “Reached checkout → Completed checkout.” GA4 can split them if the relevant ecommerce events are set up. Shopify report guide
While You Were Building
In the Headlines
US shoppers can save products from multiple stores, track price drops and check out through Google Pay or a merchant’s site. Check that the prices, availability and promotions in your product feed match what a shopper will see at checkout.
From October 28, a tap on a running Facebook or Instagram ad may open an in-app product view before your site. Check the notice in Ads Manager and decide whether to opt out; your landing-page journey may no longer be the first thing shoppers see.
The new case-pack listings are due to go live November 11. If you sell brand-owned FBA products, filter Manage All Inventory for “VMP_DC_” and review the pack price and listing before customers can buy it.
The brand says it has shifted about 10% of overall spend from performance channels toward creators and connected TV. The point is not to copy that percentage; it is to test whether creator content can create demand your retargeting campaigns only capture.
Some ChatGPT links are opening without the tags or referrer data analytics uses to identify them. Before calling an AI-search traffic drop real, compare direct visits and orders on the same landing pages.
On Socials
1/ The “winner” that changed nothing
An A/A test appeared to show a 4.24% conversion lift after three days, despite both versions being identical. If you stop every test at the first exciting result, you can end up shipping noise. Set your minimum run time and sample size before launch.
2/ Show subscribers what arrives next
Seed shows the welcome kit and refill as separate pictures near the subscription choice. That answers “am I getting another jar each month?” without making a shopper hunt through FAQs. If delivery one differs from delivery two, show both.
Daily Growth Rep
📊 Today’s Growth Rep: See who actually buys from your Meta ads
Open one sales campaign in Meta Ads Manager and find out which customers are buying, not just seeing, your ads.
Why this works:
The campaign average can hide major differences by age, gender or region.
Purchase counts alone mislead when one group received far more spend. Compare cost per purchase and ROAS too.
Your rep:
Choose a campaign with meaningful purchases and set the date range to the last 30 days.
Show spend, purchases, cost per purchase and purchase ROAS. Use Breakdown → Age and gender, then repeat by Region.
Find one group that performs differently from the campaign average and has enough purchases to take seriously.
Write one new ad angle for that buyer. Do not change targeting based on a handful of orders.
Report: “Buyer breakdown checked.”
Let actual buyers inform your next creative brief.
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