Summary In this conversation, Alex and Josh discuss experimentation and FERMAT landing pages. They explore the different types of landing pages, including video landers and advertorials, and discuss their effectiveness for different industries. They also delve into the importance of content, layout, and tactics in driving performance. Joshua shares surprising insights from experimentation, such as consumer shopping habits influenced by Amazon and Walmart. They also touch on the future of experimentation and the potential gains to be had at different stages of the funnel.TakeawaysVideo landers and advertorials are popular types of Fermat landing pages.The success of video landers depends on the quality of the video creative and its alignment with the ad creative.Advertorials work well for supplement brands and can be themed around specific content categories.Content is king and the most important factor in driving performance.Layout and tactics, such as social proof, can also impact performance.Consumer shopping habits are often influenced by Amazon and Walmart.The biggest gains in experimentation can be found at different stages of the funnel, depending on the brand's goals.Sound Bites"Content is always king.""You can take a great product and great creative and take it from a store that performs okay to something that performs amazingly.""Video shops work best when the ad creative is the same as the shop creative."Chapters00:00 Introduction and Overview09:39 Advertorials: Long-Form Content for Shopping Experiences13:44 Hybrid Shops: Combining Video and Advertorial Experiences29:46 Conclusion and Future of Experimentation

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