The Hustle - 💔 The big business of breakups

Happy Trends Tuesday!

Today we’ve got:

1 trend alert
1 piece of operator wisdom
1 startup you should know about

Let's get to it.

🚨 TREND ALERT

Breaking up is big business. The average person spends ~$1.5k after a romantic separation.

We know what you’re thinking: Valentines day was just last week and we’re writing about breakups? Harsh.

Before you shoot the messenger, we’re not advocating that you profit from the misfortunes of the heartbroken. However, the newly single are increasingly searching for solutions online, which means opportunity’s lurking:

Events and celebrations: Breakup celebrations recently trended on Pinterest, with searches for “divorce party ideas” and “breakup cake” forecasted to be up 55% and 100%, respectively, in 2022.
Breakup services: Onward is a New York-based breakup concierge that connects customers with a range of services including moving, storage, pet care, and therapists. Their packages range from $200-$1,050.
Collabs and sponsorships: Babe Wine and Bumble offered to cover moving costs and supply wine for the process. A Swedish hotel pulled a similar stunt, offering refunds to couples who divorced within a year of staying at the hotel.

⚒️ BUSINESS BUILDING 101

You have big ideas. It’s time to put them to the test. These business plan templates will help you nail the blueprint and sell the story.

🧠 OPERATOR WISDOM

Trends member Natalie Thomas leads conversion strategy at The Good, a conversion rate optimization (CRO) agency with clients like Xerox, The Economist, and SwissGear.

We sat down with her to talk about common conversion killers:

Pop-ups degrade user experience and attract low-value subscribers. Avoid them if you can, but if you must, use scroll or time based options that appear once the visitor has shown engagement.
Generic CTAs encourage “hunting and pecking” behavior until users find what they’re looking for. Test your CTAs by removing all images from your homepage, and asking if someone would know what you offer by reading only the copy.
Blanket discounts drain margin and attract budget shoppers. Instead, use free gifts with purchases, bundled discounts, or reduced shipping for order minimums.
FAQs are where good content goes to die. Less than 1% of visitors find the FAQ page. Instead, use heat maps to find the most frequently asked questions, and incorporate that information into the homepage or product page.

Need more help with conversion? This CRO planner will set you straight in 60 days.

🔥 STARTUP YOU SHOULD KNOW ABOUT

Nate Tepper joined Alcoholics Anonymous during the pandemic and went to virtual meetings. The experience was transformative, and Tepper realized the immense value of being in a space with like-minded peers, even when remaining anonymous.

“That led to the ‘aha!’ moment,” he recalls. “What if the frameworks from AA could be applied beyond addiction to improve the mental health of everyday people across communities?” (Think: new moms, teachers, anxiety, athletes, etc.)

Read his full story on The Hustle blog to learn more about Humans Anonymous, the startup bringing anonymous support groups to the masses.

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