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You’re about to spend an insane amount of money driving holiday traffic to your store.
Before you do, we’ll show you exactly what to change on your storefront so more shoppers buy and place bigger orders.
And what to say in your email and SMS campaigns to convert the buyers your usual sale announcements and last-chance reminders miss.
Bring YOUR website and email campaigns. We’ll audit selected attendee brands live and show you exactly what we’d change for your brand before holiday traffic peaks.
Free live training · Tuesday, September 29 · 10 AM PT / 1 PM ET
Hey all,
Your repeat customers know what to buy. First-time shoppers don’t.
If they can’t tell which product is right for them or why it’s worth buying, you lose the sale.
OM Mushroom faced that problem across a broad range of supplements.
Here’s what we redesigned to fix it, from homepage to checkout.
In less than 2 minutes, learn:
🎯 WEEKLY INSIGHT
In a crowded category, the fastest way to scale is to show proof before doubt sets in.
Functional mushrooms are no longer niche.
But for most shoppers, the benefits still feel vague.
What does lion’s mane actually do? Is this brand credible? Can I trust the product will work?
OM Mushroom had the goods: science-backed, doctor-founded, USDA Organic, clinically studied.
The problem: A broad catalog left buyers unsure where to start.
The fix? Lead with benefits and back them up with proof.
Here’s how:
I. HOMEPAGE
Lead with outcomes, not products
The old homepage led with seasonal releases. Good for returning buyers, not so helpful for first-timers.
We shifted the focus. A new hero section educates newcomers by tying products to tangible outcomes (focus, energy, immunity) and links directly to best-selling blends.
Below, we simplified the icon row. Instead of a cluttered spread, OM Mushroom highlights only three credibility markers: Organic, 3rd party tested, California-grown.
First-time visitors instantly see benefits and trust signals, then browse on their own terms.
II. COLLECTIONS PAGE
Make it obvious where to start
With a broad catalog, OM Mushroom’s challenge was helping shoppers know where to start.
A wall of powders, capsules, and blends can overwhelm first-time buyers.
The fix: simplify choice and surface credibility earlier.
Here’s what changed:
Benefit-led categories up top: Instead of listing formats (powder, capsules, etc.), OM Mushroom organized by customer goals: Endurance, Focus, Balance, Immunity. This gave new buyers a clear entry point.
Badges to guide decisions: “Best Seller” and “New Arrival” badges flagged products quickly, reducing the need to click and compare across the entire catalog.
Cleaner collection headers: Subhead copy was removed, cutting clutter and getting shoppers to products faster (especially on mobile).
Now, the shopping flow points customers toward trust and outcomes before they even hit a product page.
III. PRODUCT PAGE
Put proof and benefits above the fold
On PDPs, customers don’t want to dig for value.
We moved bullet-point benefits above the fold so shoppers see key outcomes (immune support, clinically studied dosage, expert-backed) without having to expand long copy.
Then we layered in a human voice – a short testimonial snippet right below the star rating in the buy box. Instead of generic stars alone, customers immediately saw another buyer’s experience in their own words.
This mix of clarity + proof up front lets the product benefits (and happy customers) do the heavy lifting.
IV. CART + CHECKOUT
Make the cart work harder
We replaced an outdated cart page with a modern cart drawer powered by Rebuy.
The new flow included in-cart recommendations and a free-shipping bar, boosting order value.
⭐ Takeaway: When your brand is growing (especially in an emerging category), focus on a reliable framework: show proof, show value, and make buying easy.
With every page rebuilt for clarity and speed, OM Mushroom now has a site to scale as fast as the category itself.
After their successful redesign, OM Mushroom transitioned into continued A/B testing and optimization to keep the momentum going.
Speaking of momentum: curious how this could work for your brand? Give us a shout.
📹 QUICK TAKE
Getting visits from influencers or podcasts, but struggling to turn that interest into purchases?
Eric shows how we built a buying experience around a podcast endorsement, helping shoppers move from trusting the recommendation to choosing a product.
🗞️ NEWS HIGHLIGHT
What changed: Google has expanded AI performance insights in Merchant Center to the U.S., Canada, Australia, New Zealand, and India. Retailers can compare their visibility against other brands across AI Mode and AI Overviews, covering English-language shopping queries.
Why it matters: Merchants can see where their products are missing from AI-assisted discovery and use those gaps to prioritize product-feed improvements. Start with missing attributes and relevant product details, while keeping visibility separate from evidence of sales.
| THE COMMERCE LAB: RETENTION |
Catch the latest Lifecycle Marketing and Klaviyo Insights
Most win-back campaigns default to a discount, even when the product itself gives lapsed customers a stronger reason to return.
Start with customers who bought the old version and haven’t reordered within the expected purchase window.
See how turning a real product improvement into the message makes the outreach feel relevant, not like another generic promotion.
👀 FROM LAST WEEK
Percentage discounts force high-ticket shoppers to calculate what an offer is actually worth.
One small pricing change made the savings feel more tangible and lifted conversion 8.5%.
See how spelling out the dollar value helped shoppers justify a high-ticket purchase faster.
🤝 WORK WITH OUR TEAM
How can we help you?Choose the next step that best fits what your team needs.
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Until next time,
— Allen