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This is FERMAT Fridays, your backstage pass to what’s going on at FERMAT.
Join us every Friday as we chat about what we're cooking up, the strategy behind it all, and of course our general musings.
Expect juicy insights on new features, our latest experiment results, and whatever else is making waves in our world. Whether you're an existing customer or just a little FERMAT curious, this podcast will keep you up to date and entertained.
Alex McEachern (00:01.849)
We're back with another Fermat Friday, and I have a guest today that I think I've learned 95% of what I know about Fermat and experimentation from. I got Josh join in. He is our resident CRO expert and the lead of our consumer experience team. Josh, I'm excited. We're gonna talk about experimentation. We're gonna talk about Fermat landing pages. Jeez, that was a tongue twister.
I want to start off by saying Josh has an internal podcast for us here on team and it's just so jam packed with value. So if we get 10% of what he gives me in CRO snippets or in business.
Joshua Feiber (00:46.854)
Awesome, yeah, thank you for having me on the Firmont Fridays podcast. Thank God it's Friday. We're recording Firmont Fridays, it must be a Friday. So happy to be on here and excited to talk about a few things.
Alex McEachern (00:58.553)
very, very meta of us recording on a Friday for Format Friday is to release on a Friday. All right, I wanted to start with generally when people see Format out in the wild, I think like one of the first things that people notice or one of the things that grabs attention is our video landers. I think that's like one of our most hype features and what kind of like brings the people in, if you will.
So I was hoping to get some insight from you on like building those video shops Who are they good? Like first of all, what are they? Who are they good for and then like from there? I want to get into some of the nitty-gritty Like what do you see work really well with those? So let's start with what are they who are they good for what industry? What brands are seeing a ton of value out of those video landers?
Joshua Feiber (01:49.266)
Absolutely. So yeah, at a high level, video shops are pretty simple. It's like you on the above the fold, it's basically one large video with a product card for the hero product card at the bottom. Very simple shop design. It was a shop template that we initially started with. And the initial thesis on why it would work way back in the day when
we were trying this out is it looks similar to like an Instagram story or an Instagram reel. So there's like cohesion in the experience between the place you saw the ad and the actual shopping experience that gets loaded. That was kind of like the initial POV. We've since iterated on them a ton. It still roughly looks kind of similar to an Instagram story or an Instagram reel.
But yeah, the general idea is there's a big video and there's a hero product card underneath. And that's like, it's pretty bare bones. It's simple, but it is very effective. And I think it's interesting who it is effective for, for sure, because we definitely see the video shops versus other lander types, which I'm sure we'll talk about the other lander types in a bit, but it is very interesting where the kind of video shops work versus those other lander types. And...
Where the video shops perform the strongest, I don't think it's necessarily brand segment related. I think we've seen video shops perform like across the various segments of brands we work with, but I think it is very heavily dependent on the quality of video creative that is actually being used in the shop. So we see video shops far and away perform the best when the brand is a...
celebrity endorsed brand that has very strong video creative, obviously because you are highlighting that celebrity endorsement very heavily with that particular shopping experience. So that is the situation where video shops perform the best. The other situation where we see video shops do really well is if you can, if you're willing to invest the time in tightly coupling the video shop creative, uh...
Joshua Feiber (04:09.99)
the actual video asset that is used in our shopping experience with the ad creative that is being used on the meta side. Even if it's not celebrity indoors, that's usually where we see video shops perform the best, is when there is a specific ad to video shop kind of one-to-one mapping there between creative, and there's cohesion across the board of those creatives. And basically, we are providing a
Joshua Feiber (04:38.63)
We are providing a shopping experience that is as frictionless as possible, tightly coupled to the ad creative.
Alex McEachern (04:46.101)
I love it. Yeah, I think like we've obviously seen a ton work like a ton of great examples with celebrity endorsements But I think you're right with tying the ad creative very tightly to the landing experience via the video Like I think one of my favorite examples I've seen so far is like a get ready with me style video So like the ad is like hey, it's you GC. It's someone putting on in this case
makeup and then they hit the lander and the first product they see is like the first product that was inside of the video like on the ad itself just highlighting it right there. So yeah celebrity keeping it tight knit. I like the get ready with me is kind of cool. I don't know does it seem like it seems like cosmetics is kind of like a home run for the video type landers.
maybe a peril? I know you said it doesn't really matter as long as the video is strong. Is there like anything, any verticals where you're like, yeah, this is just like, this just crushes.
Joshua Feiber (05:45.042)
Yeah, I think that, well, we've seen video shops crush for certain brands across the board, but I think you hit the nail on the head that it is very content and creative specific as to whether or not the performance is actually there. And certain segments, certain verticals, I think lend themselves better to having strong video content like Get Ready With Me's and those sorts of things. And so...
we generally, when we work with a brand, beauty and some apparel are more likely than others to have like that kind of content. Doesn't mean that they don't, but typically, and there's kind of like a similar, there's a similar theme to Get Ready With Me for supplement brands where it's kind of like talking about workout routines or supplement routines. It's like somewhat similar to a Get Ready With Me that we also see work quite well.
Um, but yeah, generally it is very tied to how good the creative is. Um, one of the ways that I don't know if I ever sort of talked about this on the internal podcast, but I think one of the things we've seen across the board, um, with any of our shopping experiences, regardless of it's, if it's video shop or advertorial is that content is always king. Um, and the way that I sort of like to think about it is there's of like higher
As far as CRO goes, there's a hierarchy of stuff that matters in terms of its effect on performance. The way I would stack rank it is content always number one in terms of how well something is going to perform. Next would be layout, which is kind of like the UI UX of the shopping experience. Also very important, but if the content isn't there, it doesn't matter how frictionless your shopping experience is. If the content isn't hitting, it's not going to matter.
And then last is, and again, very important. This is sort of like stack-racking things that are very important, but like, gun to my head, this is, all of them are important. Yeah, exactly. All of them are important and like drive to great performance, but like, this is kind of like the level of importance. The last one would be what I would call like tactics, which is stuff like social proof related things, like timers, that sort of stuff. And so, yeah, if you have a shop
Alex McEachern (07:46.825)
All of them are important, but we're now most important.
Joshua Feiber (08:10.626)
the creative or the content that is present in the shop and content also includes things like merchandising and like other things like that. If the content isn't resonating with your audience, with the advertising audience, it doesn't matter how good the shopping experience is from a friction UI UX point of view. Fundamentally, you're not gonna turn bad content, bad product into an amazingly performant shop.
But you can take a great product and great creative and take it from a store that performs okay from a performance point of view to something that performs amazingly.
Alex McEachern (08:49.061)
Amazingly. Yep. I love that. I love the content layout tactics piece of this So actually but like I want to ask you about the tactics inside of a video shop because like I've seen I've seen some cool stuff But before we go into the tactics there, like when we're talking about The like the layout side of this We just talked a lot about video landing experiences
for those who are tuning into the podcast for the first time, what we're essentially doing here at Fermat is allowing you to experiment from like the click to the conversion. So from that land experience to PDP to cart all the way to the checkout. What we're talking about right now is like in that landing experience, we just talk video. What are some of the other template types that we love to work with that are really doing well for our brands?
Joshua Feiber (09:39.314)
Absolutely. The other big one is what we call advertorials and advertorial is a, or like long form content pieces. This is like a broad bucket of shopping experience. There's using Vermont, I mean, you can build an advertorial for one brand that looks entirely different than an advertorial for a different brand. But fundamentally what we're talking about is like longer form content. So when you load up the page,
or load up the shopping experience, the thing that is on the lander is usually more text. And CTAs and points where we funnel you into a shopping experience, but fundamentally, we're leading with text-based content versus a video shop, which is leading with video-based content. And there are certain cases where we see advertorials potentially scale.
better over video shops. And this is like a tricky, again, these are all very situationally dependent. And one of the advantages of Fermat is we will work with you on your situation to figure out what the winning combination is. So I don't want to talk in general broad strokes, but some thematic differences we've noticed between advertorials and video shops is that advertorials generally are easier to scale than video shops. But I...
Video shop, sort of one video shop is likely to perform better than one advertorial. It just might be harder to scale because a video shop works best when you tightly couple that ad creative with the creative in the shopping experience. That's harder to scale across your account. What we see with advertorials, particularly for supplement brands, is we can fit an advertorial into like a thematic content category.
So like advertorials, you might have a five reasons why your supplement is good for gut health, five reasons why your supplement is good for immunity, 10 reasons why your supplement is good for preventing hair loss. There are certain like rough content themes that we can fit an advertorial into and you can have one advertorial that applies to that content theme and you can use that advertorial for and that content theme.
Joshua Feiber (12:03.442)
anywhere you have that for any of your sort of ad creatives across your account versus we really see video shops work well when it is when the ad creative and specifically the ad creative is the same as the shot creative. We've had more success scaling the advertorials, as I mentioned, because like we get it more broadly applies to content themes than a video shop.
Alex McEachern (12:28.385)
I love that the video shop is basically like a one-to-one replication of what is in market in the ad where the advertorial again, like let's use a five reasons why type post is like the five reasons why this is good for gut health. Like I can see a world where you also go five reasons why and like at a higher level, like five reasons why you need collagen or like whatever the main
the main feature of the supplement is. And you can kind of have like a bunch of different hooks and a bunch of different angles, like at the ad level that are pointing to the same type of experience and kind of like play and experiment in there just to give yourself a little bit more surface area and a little more like feed in points from the market.
Joshua Feiber (13:07.902)
Yeah, absolutely.
Alex McEachern (13:10.669)
So one thing I've been seeing a lot more of kind of in the inter communications of Fermat is like this concept of a hybrid shop. So I feel like we've been seeing a lot of brands kind of actually combine these two concepts.
into one where we're getting like video, video is what I see when I first land, but then it kind of like splices from there into more of like an advertorial type experience. How have how have those been going? I know you've been working on a few of those.
Joshua Feiber (13:44.678)
Yeah, I would say we've had mixed results with that so far. I think sometimes it works and sometimes it doesn't. So yeah, we're constantly playing around with all sorts of different formats and trying to strike a balance in the middle between a strict video shop and like something that is purely text heavy and sort of find something in the middle. So we're constantly playing around with that. But yeah, I would say we've had some success, but a little bit mixed so far.
Alex McEachern (14:14.789)
cool.
All right, so we've hit on, obviously there's a bunch of different ways you can use for mod. Like I think the video lander, advertorial slash like five reasons why type lander are two of our most popular. There are a bunch of other ones, but let's stick to those two since they're the most popular. We hit a bit on the video side of this. When you're working with an advertorial style lander, what are some of like the tactic level things you have seen really help with performance
Thanks.
Joshua Feiber (14:46.554)
Yeah, I would say that for the advertorial landers, social proof is by far the most like performance driving thing that we've seen. So there's obviously many ways to go about doing social proof or conveying social proof. And the best tactic I think depends on segment. But, you know, for beauty, the one of the more impactful things is like testimonials that include
pictures of real people, as well as the testimonial content is about the benefits of the product and not about how good the brand is. So yeah, social proof, I think, most impactful from a performance perspective for the advertorial long form content. And really, beyond that sort of depends a little bit more.
around the vertical, but I think largely the most effective social proof is about highlighting great reviews and testimonials, and also review volume.
Alex McEachern (15:55.957)
I forget what brand it was. Um, it, I guess it doesn't really matter, but I remember seeing one where when you land in this advertorial experience, like it's, it's actually quite neat in the sense that like.
you come from the ad and you get this experience that's kind of like something that would be in a magazine. It's like, hey, like this is how it's like, we're highlighting the product. And I saw one recently that like you landed and it actually had like the social proof of different publications they've been featured in. And I thought that was really interesting because it's like, I'm landing in this experience that's like a publication. And then there's like a bunch of other publications they've been in inside of that. I think that's like another interesting angle on the social proof. It's like, yo, you're reading this, but we've also been featured in
X, Y, and Z, you could have read about us there.
Joshua Feiber (16:40.758)
for sure. Yeah, there's a bunch of different good social proof tactics that work really well. Highlighting places, other publications your product has been featured in is another one that works quite well.
Alex McEachern (16:56.853)
All right, we talked, let's go, let's do a quick dive through the proverbial funnel, if you will. So we were talking, talking there about like the landing experiences. What about in terms of like product details for these types of experience? Like one thing I'm curious of, and like, I'd love to just pick your brain on this one, is like the advertorial, like, do we ever see?
brands going like CTA on different pieces of that to different products? Or are we typically seeing people go like, okay, make a point, point to one product, make a point, point to the same product. Or have we seen people go kind of like into a bunch of different products from the same experience?
Joshua Feiber (17:38.83)
Yeah, we've done a bunch of playing around with this. I would say that what works best is, again, a little bit brand segment and brand specific, but I think that what we've seen on the whole work the best is a strong hero product. So we have also for apparel seen a mix of products work well. We have something
we call a shoppable product card, which is basically like a mini PDP that gets embedded on the lander. And we've seen that work, we've seen sort of like a gift guide or like that sort of content theme work well for apparel brands. But I would say for supplements for beauty, a hero product as a hook works the best. However, it is also important to merchandise the shop with
Alex McEachern (18:37.219)
Yep.
Joshua Feiber (18:37.358)
products that typically pair with that Hero product. Because particularly for beauty, there's actually a large consumer intent to purchase multiple products or even purchase different shades of the same product to try and then potentially return. So I would say that Hero product as a hook works the best, but it's also really important to make sure that the rest of the shop is properly merchandised and use that Hero product as the hook and then funnel people into.
potentially purchasing other products.
Alex McEachern (19:10.093)
You just hit on something there that I think is a really important piece of Fermat when you were like, okay, we're pushing this shade through here and then having all the other things just auto match up to that shade. Obviously, we have the modules where you can select the variant you want, but just reducing the amount of steps that are there. If you are looking at this shade in this product, let's put other products of the same shade in front of you and make it super easy to build up your cart.
Joshua Feiber (19:37.194)
Absolutely. The upsell intent for beauty is very high for sure.
Alex McEachern (19:39.158)
I think what am I?
Alex McEachern (19:42.901)
Oh yeah. I think like, again, one of my favorite shops I've seen, it has strong, it's a get ready with me video.
and it features a couple different products and like the hero card, the one that I see right when I land is that first product that I get in the video. And then when I go and it's like scroll, the merchandising is actually other products that were inside of that video, but not necessarily the one that was being highlighted. So it was like kind of this like complete the look. Obviously, I can see that being like pretty killer for cosmetics and apparel, but the one place I was like blown, like when I first started, it took me a while to understand for Ma and then I saw this and I was like,
This is it. And then I go and I add it to my cart and inside this like contained for mod experience, it's hey, here's the other product that was in that video, add it to your cart and get free shipping. And I was like, this is it. This entire experience is just built around this product, this ad and getting me to one more thing than I had before.
Joshua Feiber (20:43.266)
For video shops and for beauty that heavily uses Get Ready With Me as their creatives, if the Get Ready With Me features multiple products, then we've seen huge success in boosting AOV with basically just merchandising the shop with all the products that were shown in the Get Ready With Me. A very, very easy way to upsell via using our sort of upsell tools and also just coupling the products with what's actually shown in the ad creative.
Alex McEachern (21:14.473)
You heard it here. If you're a beauty brand, Josh says, put a Get Ready With Me video together, feature like three products in it, and it's just gonna be an upsell machine.
Joshua Feiber (21:24.542)
Yeah, exactly. You gotta, fundamentally, like if you're highlighting three products in your video, you gotta give people the most frictionless possible way to add those three products to cart.
Alex McEachern (21:37.405)
I want to say like you probably don't want to do too many. I guarantee someone's listening and being like, I'm going to put my entire catalog in a video. Like, no, well, it probably, probably like one, one. Yeah, yeah, yeah. One to like one to three, probably maybe, maybe five, depending on how naturally you can get it into the video. Cool. We hit layouts, we hit product pages. We even were talking a bit about like the upsell side of this, like that's all under our control inside of a Format experience.
Joshua Feiber (21:45.518)
There's a limit, there's a limit, yeah.
Alex McEachern (22:05.833)
What have you been, I keep on saying CRO, I hear people internally refer to it as Crow, and I'm like, every single time, I'm like, does everyone think I'm like some sort of noob when I say CRO and everyone's like, Alex, like, come on, man, get with it, it's Crow. Anything else happen in the lab that you're like super excited, one, maybe some like results that we've had, and then two, what have we got cooking in the lab right now that we're trying to figure out?
Joshua Feiber (22:31.198)
Yeah, absolutely. We've always got stuff cooking in the lab. I think that in terms of what's worked well lately, we spent a lot of time focusing on apparel as a brand segment. I think that we established ourselves sort of slightly earlier on as performing well and understanding beauty and supplements as verticals and then started working with more and more apparel brands and I think had to learn some of the things that are specific too.
Alex McEachern (22:34.282)
Always.
Joshua Feiber (23:02.042)
apparel. So we spent a lot of time running tests on PDPs for apparel. PDPs are a common experimentation playground or vector that we're able to play around with as part of Vermont because we build the PDPs that we're able to run a whole bunch of experiments and tests on the PDPs. So we spent, we spent quite a lot of effort trying to hone.
I really, really perform an apparel PDP and we recently released the sort of productized version of that, the results of those experiments as a component or module that you can configure as part of shops. And as far as what we've got cooking, I think that we're...
about to release a gift with purchase or an expansion of our existing gift with purchase functionality that allows for variant selection. And we're sort of completing the MVP of just being able to support that through our shops. And I'm very excited to start playing around with, now that we have the functionality sort of in our backend, I'm very excited to start playing around with that as a new vector for experimentation in terms of driving AOV.
Alex McEachern (24:22.561)
Amazing that module you were talking about where it's like apparel specific I was just showing that off to an apparel brand yesterday and they were so like I didn't even talk about the results of it I was just showing and they're like, oh man. This is great. This is exactly what we're looking for So kudos on that and just in general like it blows my mind how quickly we go from experimentation to like new modules that people can build with inside of Vermont like I've been here for weeks and you got like the team just keeps
cooking these up, we've got like, I think we're at like five new modules that we can be using inside of Fermat since I started. So just absolutely wild, the velocity that we're learning and turning it into something our brands can use.
Joshua Feiber (25:04.746)
Yeah, absolutely. I'm constantly personally blown away by our velocity as well. Yeah, we're constantly iterating, experimenting, trying to figure out what works, what doesn't. And when we find something that does work, quickly turning it into a piece of product that we can use and configure for everybody.
Alex McEachern (25:24.045)
Final two questions for you. Most surprising thing you've ever learned through experimenting with our brands. And then, first, most surprising. And then second, what do you think, in terms of the experimentation surface area our brands have, where do you think the biggest gains can be had?
Joshua Feiber (25:47.278)
Absolutely. All right, let's start with the most surprising thing. And I don't know, this probably is not gonna be shock value, I guess, but the most surprising thing for me personally was, I think circa like last fall when we were kind of just starting out on a lot of really doing this CRO experimentation in earnest, and we had just sort of installed a...
live session recordings and really like instrumented our shops fully in order to be able to do this. One of the things that was most surprising to me is there was certain like user behaviors that we would observe people doing in the shop that we couldn't figure out. One example of this is like people would always click on rating stars. So they would open up a PDP and the first thing they would click on is the stars. And we were like thinking, like we're racking our brains for a couple of days of like why...
Why do people know to do this? Like I understand that they're tapping on it to try to find more information about the reviews, but why are people trained with their consumer shopping browsing habits? Why are they trained to do this? And the answer is that this is what Amazon and Walmart do. So if you go to Amazon and Walmart and you click on the rating stars, it scrolls you to the reviews or it opens up a review modal.
Alex McEachern (27:11.969)
It jumps you down the page, yeah, yeah.
Joshua Feiber (27:14.706)
And there's a lot of these kind of interesting consumer shopping quirks that we've observed where we're like, why are people doing this? And then we go look at Amazon and Walmart as the way they do things. And fundamentally, everybody or a majority of US people that are online consumers in the US are going to have bought something from Amazon and Walmart over the last.
whatever, 20 years. And so, yeah, exactly. And so everyone's been trained by their apps, by their websites to expect PDPs and to expect product grids and to expect like different fundamental commodities of a consumer shopping experience. They've been trained by Amazon and Walmart to have certain parts of that experience function in certain ways. And I think it's like,
Alex McEachern (27:44.133)
over the last week.
Joshua Feiber (28:12.278)
a bit of a common pitfall that I've seen in other shopping experiences to try to like retrain that habit or like do something different than that habit. And it's very, very hard to do that because like fundamentally people are just used to it working like that.
Alex McEachern (28:31.461)
There's a few things I love inside of this. So one, that we have like a team analyzing this on our brand's behalf so that we can turn it into something. Two, that when we find these things, like we can productize it so that like, Josh, you don't need to think about this anymore. Like grab the module and like we've built that piece in.
go and play around with some of these other things that like making changes will have a big impact on but like some of these are just like so rooted in our customer behavior that like it's not even worth playing with it's just like this is this is the way it is
Joshua Feiber (29:03.698)
Yeah, yeah, there's a certain like, there's certain table steak stuff that like, you I think are really, you're going to be hard pressed to change consumers shopping patterns. If you try to do things differently than Amazon and Walmart are.
Alex McEachern (29:22.221)
All right, TLDR there, some things are worth experimenting in, some things are not, because you're not gonna be able to change the result. Where in this experimentation, across that click to conversion, where do you see the biggest gains to be had? And I'm gonna say gains to be had so that you can take this in whatever kind of direction you want.
Joshua Feiber (29:46.222)
Sure, it's a very interesting question. I think that like, I think the sorts of things that drive higher performance are maybe a little different across the funnel. So if you think of the top of funnel as like, if you think of the top of the funnel as like, viewing the shop and then browsing to the hero product, PDP is sort of like your target top of funnel.
I think the things that you're most concerned about there are basically, is your content resonating? And so the sorts of things that drive the most impact on the top of the funnel, and again, content is always still king, but especially at that top of the funnel, like the content is especially even more important than anything else. And providing a frictionless experience, sort of once you have that content hook working to drive you.
into the PDP and down the funnel is also important. But fundamentally, if that hook isn't there, then you need to test, iterate on the content, and try to find something that works. So I would say that at the top of the funnel, the most common experimentation vector is content. Sure, we've done all sorts of UX testing as well, but I think the things that drive the highest value are content experiments. As you start to get farther down the funnel,
All sorts of different things come into play. Like once you're on the PDP, and a lot of what comes into play depends on what you care about from a performance point of view. You care about AOV, then there's all sorts of vectors that are available to play with for upsells and other things to drive higher AOV. If you're a supplements brand and you care about your first order subscription rate, there's all sorts of interesting things you can do to try to push subscriptions over one time purchase.
Alex McEachern (31:33.985)
Yep.
Joshua Feiber (31:38.578)
or even upsell the subscription over the one-time purchase. And when you finally work your way down all the way to a checkout, you're basically trying to close, right? So the stuff that matters there is kind of potentially like reinforcing that purchase through social proof or a final like upsell vector to use for like any, you know, last minute additions to cart or anything like that. So I think, I don't know that...
necessarily one area is any more impactful overall from a performance point of view, but I think that like the specific thing that drives performance for any given funnel stage is different for each of the funnel stages. I don't know if that answered your question at all.
Alex McEachern (32:22.657)
I love that answer. And no, it, like, you're, I wanted you to like be specific and you're basically like, hey, it depends on what you're trying to achieve. And I think that's one of the like.
One of the beautiful things about from our right is like we actually show the funnel visualization for each of your experiences. So like you can actually see where these drop-ups are happening, like in the different places that you're talking about and like start to start to make changes and tweaks like that. Um, I think the one thing I realized from talking to you is one, this probably won't be the last time you all hear from Josh because like he's just a wealth of knowledge on all of these topics. And. You have convinced me that we need to, we need to get our blog content cooking
so that we like when I ask these questions and you go well it depends so that we can start getting like I am a beauty brand doing this volume with this type of product and we'll start to get that up on the blog so that We can give some very specific tactile information to everyone
Joshua Feiber (33:21.15)
Absolutely. Yeah, there's certainly like many places to drill in on and all of the stuff we talked about that's very brand vertical and even like product within specific verticals. Yeah, all sorts of potentially interesting things to talk about.
Alex McEachern (33:38.325)
Amazing Josh if people want to interact with you, are you any on any of the socials? Can people can people follow along anywhere with you?
Joshua Feiber (33:46.678)
I'm not really a big social media person. I mean, I guess they can find me on LinkedIn and I just hate that I'd said that, but... No, I'm not really a big social media person.
Alex McEachern (33:56.505)
I will be the one to bring, I'll bring all of Josh's golden nuggets to everyone out there. He's actually the one who inspired me to put the lab coat and the goggles on and start some of the content that's like very scientific specific. So we'll make sure that his wisdom gets out there for all of you. Josh, thank you. This was amazing.
Joshua Feiber (34:20.586)
Absolutely. Alex was a pleasure being on Formal Fridays.