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Hey all,
The fastest way to kill momentum?
Make shoppers work to find products.
Here’s the collection page formula that helps them move faster.
In less than 2 minutes, learn:
Product Pages That Convert
The formula used by fast-growing 8-figure brands to turn cold traffic into paying customers, built from 13 years of learnings and 5,000+ A/B tests on high-performing product pages.
🎯 WEEKLY INSIGHT
Move copy below products on collection pages for quicker shopping.
Faster access to products means faster conversions.
For less-technical brands especially, product-first layouts tend to perform best.
We tested this by moving hero copy below the product grid on a fashion brand’s collection page.
The original layout had an expandable story paragraph above the products to set the tone.
But on mobile, it pushed items so far down the page that it slowed browsing.
Switching to a products-first, story-second format increased mobile conversions by 8.2%, with a 6.9% lift overall.
Here’s what we learned:
Shoppers don’t need your brand story to start exploring.
They need immediate access to products so they can begin scanning and comparing.
Save storytelling for the product page once the customer is already interested.
That’s where narrative builds relevance, reinforces value, and nudges them to buy.
⭐ Takeaway: Make products the priority and move your collection copy down to get customers shopping quickly.
Try it out!
📹 QUICK TAKE
If your own team can’t explain what you’re the best choice for, AI won’t either.
Use this test to see if your positioning is clear enough for AI.
🗞️ NEWS HIGHLIGHT
Here’s what we’re watching:
AI-powered merchandising will soon sort collections and recommend products based on what’s most likely to convert.
Shopify Plus may finally get full drag-and-drop control over checkout.
Native A/B testing could make it easier to optimize themes and checkout experiences.
| THE COMMERCE LAB: RETENTION |
Catch the latest Lifecycle Marketing and Klaviyo Insights
Most welcome emails ask for the sale too soon.
New subscribers need direction before they need a discount.
The best welcome emails help customers decide what to buy.
👀 FROM LAST WEEK
Large catalogs create a browsing problem most brands underestimate.
A small change to the collection page lifted desktop RPV by 9.6%
Hint: you’re probably underestimating the power of your parent categories.
If small changes like this can lift conversions double digits, imagine what a full-site strategy could do.
Let’s find your next win → Book a strategy call.
Until next time,
— Allen