Populum is a direct-to-consumer hemp oil brand, focused on bringing hemp to the mainstream and building hemp’s reputation as an essential supplement. Populum was founded in late 2016 and is headquartered in Arizona.
“Our mission is to destigmatize hemp, which has been unfairly denounced for decades, and make the astonishing benefits of pure, high-quality hemp accessible, affordable, and truthful to everyone.”
Sadly hemp tends to get lumped in with, well, other categories.
“Hemp is entirely different from marijuana in its function, cultivation, and application. But these differences didn’t stop our political leaders from getting confused and accidentally grouping all Cannabis species as a Schedule I Drug and banning it in 1970 under the Controlled Substances Act.
Even after 45 years, the government still seems to have some confusion in distinguishing the two plants. Although legislation is being made, progress has been slow. In its application, hemp and marijuana serve entirely different purposes. Marijuana, as it is widely known, is used for medicinal or recreational purposes.
Hemp is used in a variety of other applications that marijuana couldn’t possibly be used in. These include healthy dietary supplements, skin products, clothing, and accessories. Overall, hemp is known to have over 25,000 possible applications.”
Populum is on a mission to build a modern and approachable hemp oil brand unbridled by the confines of a stigma attached to hemp products.
Taking Hemp Online
Populum wrestles with a two-part problem in regards to their online sales.
“Number one is abandoned carts. We have a 4 step checkout process and are noticing drops during steps 2 and 3. The second is high bounce rates from the landing page. We tried header banners and notifications to increase conversions by offering one-time discounts.”
Let’s focus on that first one, for no particular reason. :)
“We found Fomo on the Shopify App Store. We benchmarked other successful brands that used Fomo. Also, we love its ability to customize the notification template.”
Regarding social proof, there are a few options now, but Fomo customers stick with Fomo. Why?
“Fomo was the first company we tried and decided to stick with it for a few reasons:
1. Great integration with Shopify
2. Customer support was responsive and helpful
3. Ability to customize the notification template”
Fomo drives real results, period. That’s why.
“We conducted an A/B test of Fomo on our product page for 1 month. Results showed an increase in conversion (checkout) by 16% when we activated Fomo.”
“We plan to continue to use Fomo, specifically the "just purchased" notification feature.”
“With A/B testing, we have seen the effects of Fomo's social proof marketing and its notifications have been an important part of our landing page since.”