Feed Funnels are the new CRO
🪦 CRO Is Dead. Long Live Feed Conversion, Google Rolls Out Monthly Demand Gen Drops, and more!
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In this newsletter, you’ll find:
🪦 CRO Is Dead. Long Live Feed Conversion.
🎯 Google Rolls Out Monthly Demand Gen Drops
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🪦 CRO Is Dead. Long Live Feed Conversion.
CRO used to be the lever. Landing pages, buttons, PDP layout, tweak the site, boost the conversion rate, win. But TikTok Shop and real-time commerce flipped the entire buying sequence: now the feed is the funnel, and your website’s only job is to not break the sale.
We’ve entered the era of Last Step Optimization (LSO). Every conversion already happened in the buyer’s head, your site just confirms, confirms, confirms. If your website still assumes it needs to persuade, you’ve already lost.
💡 The Site Is No Longer the Funnel, It’s the Receipt
Buyers now do all the consideration in-feed:
They discover products from creators they trust
They compare options via the comments section
They validate the product based on reactions, stitch replies, and visual proof
By the time they hit your site, they’ve already seen the pitch and the testimonial. Your site isn’t a closer, it’s a handoff.
📉 What Most Brands Still Get Wrong
They treat the PDP like a place to convince, not confirm
They overload with feature copy no one reads
They build CRO flows assuming they’re the first impression, not the final checkpoint
This creates friction at the exact moment when the buyer needs speed and clarity. You’re not losing sales because the site isn’t “optimized” you’re losing them because you’re still trying to do too much.
✅ The New Rules of Last Step Optimization
Mirror the feed: Use the same language, tone, and creator visuals from the ad in your PDP.
Defer to social proof: Surface TikTok replies, UGC snippets, and community comments, not 300 words of ingredient explanation.
Strip to essentials: Key benefit, key visual, add-to-cart. Anything more = conversion decay.
The goal is not persuasion, it’s momentum. Keep what the feed started flowing straight through checkout.
📹 Creator-Led Funnels Require Creator-Led Validation
Want feed-to-cart cohesion? It starts with better creator briefs. Don’t just ask for “raw UGC”, ask for top-of-funnel conviction builders you can reuse at every step of the funnel.
Insense makes this plug-and-play, From one brief, get 20+ pieces of modular content per creator, lifetime usage rights included.
That’s how brands like Flo Health and Aceable scale creator-led conversion without rebuilding every page from scratch. You can book your free strategy call by September 26 and get $200 off your first campaign.
Why It Matters: The funnel didn’t shrink, it moved. Conversion now happens before the click. Your job isn’t to optimize for curiosity; it’s to remove anything that could kill conviction.
🎯 Google Rolls Out Monthly Demand Gen Drops
Google introduces Demand Gen Drops, a monthly update to keep advertisers on top of YouTube Demand Gen improvements. Over the past year, AI-driven optimizations boosted conversions per dollar by 26%, powered by more than 60 upgrades in bidding, ramp time, and targeting.
The Breakdown:
1️⃣ Conversion Lift Expansion - Advertisers can now run Conversion Lift tests at lower spend and volume, even across entire manager accounts, making it easier to gauge incremental lift from multiple campaign types without heavy budgets.
2️⃣ Cross-Platform Measurement - New platform-comparable conversion columns help advertisers measure YouTube campaigns alongside other channels using consistent attribution, improving y.clarity for multi-platform strategies.
3️⃣ Omni-Channel & Creative Tools - Omni-channel bidding now optimizes for total online and offline sales, while Local Offers and Promotion Assets enable marketers to feature in-store deals and seasonal promotions directly in their YouTube ads.
This first Demand Gen Drop shows Google’s commitment to continual AI-driven improvements that simplify testing, unify measurement across platforms, and unlock omnichannel commerce opportunities. Marketers who follow each monthly Drop will gain early access to features that sharpen campaign efficienc
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