You're using impulse creatives on a considered product

You're using impulse creatives on a considered product

Ran punchy 'BUY NOW 15% off' creative on a $400 mattress brand. Flopped. CTR fine, conversions trash.

Nobody impulse-buys a mattress off a hype reel.

The mistake: matching creative energy to price tier wrong.

Fix → low AOV (under ~$50) = urgency, scarcity, 'add to cart' energy. High AOV = proof, comparison, 'is this worth it' breakdowns, warranty/return safety.

I swapped the mattress angle to a 'I slept on it 60 nights, here's the honest verdict' format. Conversions doubled.

Look at your worst-performing offer. Bet the creative energy doesn't match the price. Re-shoot one.