Hey optimizer,

Welcome to the conversion kitchen, where we're cooking up a storm of tasty optimization recipes. 🧑‍🍳

Upcoming Events

DTC founders often face one big challenge: a lack of genuine opportunities to connect with fellow founders. Let’s change that.

I’m excited to announce that the DTC Leaders Dinner is back! 🎉

Join us on the February 5th, from 6 PM in London for an evening designed exclusively for UK e-commerce founders and DTC leaders.

Last year’s dinner was an incredible success, bringing together some of the most innovative brands in the UK. The feedback was phenomenal, so we’re kicking off 2025 with another unforgettable evening.

Here’s what you can expect:

✨ Michelin-starred tasting plates

🍸 Cocktails with an unbeatable view

🤝 A room filled with like-minded DTC founders and leaders

No sales pitches. No hard sells. Just real conversations, shared ideas, and inspiration to hit your 2025 goals.

This is your chance to connect with 30 of the UK’s top e-commerce brands in an intimate and relaxed setting.

Whether it’s celebrating wins or tackling challenges, this is the perfect environment to network with people who truly understand the journey.

Spaces are limited, so register your interest by inboxing me now. Once you do, we’ll let you know if a spot has been secured for you.

Run an established brand and want to be part of this?

Reply to this email, and let’s make it happen!

High Converting Design Inspiration

Your coffee homepage has ONE job:

Show. The. Coffee.

Yet @pactcoffee

hides their product above the fold.

Here's how I'd fix their store layout to boost conversions:

1/ Cart Page Transformation

→ Free shipping prompt moved to top

→ Better product widget separation

→ "Goes Well With" in-cart upsells

→ Full-width checkout CTA fixed to bottom

→ Added payment trust seals

→ Optimized space usage in product cards

2/ Product Page Enhancements

→ Added trust policy bar under nav

→ Notice bar for value props

→ Optimized product imagery

→ Enhanced bestseller labeling

→ Clear subscription savings display

→ Fixed on-scroll add-to-cart

3/ Homepage Optimization

→ Trust & notice bars optimized

→ Better product visualization above fold

→ Clear product title & subtitle placement

→ Strategic social proof positioning

→ Clear CTA hierarchy: Browse Coffee (primary) vs Claim Free V60 (secondary)

Remember: These would be A/B tested in isolation, backed by proper analytics and user testing data.

CRO Insight

The $300M Landing Page Formula Amazon Uses

Why Top Ecommerce Brands Start CRO in December/January

4 Crucial Reasons from Brands Who've Generated Over $100M During Peak Seasons

1. The Data Advantage

December is a goldmine of user behavior data after Black Friday/Cyber Monday.

Smart brands analyze this fresh data to understand what worked (and what didn't).

They use these insights to plan their optimization strategy for the coming year.

Before starting your CRO journey, analyze your holiday season data.

What patterns emerged? Where did users drop off? What promotions worked best?

2. The Early Bird Effect

Top brands don't wait until Q3 to optimize for next Black Friday.

They start testing in January when traffic is stable and representative.

This gives them 9-10 months to accumulate winning tests and optimize their funnel. "The best time to plant a tree was 20 years ago. The second best time is now." Same applies to CRO.

3. The Pressure-Free Testing Environment

Testing during peak seasons is risky - high traffic means high stakes.

Smart brands use December-January to run thorough tests without revenue pressure. They can experiment more freely and gather reliable data.

One of our clients increased conversions by 43% before peak season, allowing them to focus purely on driving traffic during BFCM.

Start with low-risk, high-impact tests like headline variations or CTA changes.

Build confidence in your testing process before peak season hits.

4. The Compound Effect Of Early Optimization

CRO isn't about finding one big win - it's about accumulating small victories.

Starting early means more time to stack these wins.

Our most successful clients have 15-20 winning tests implemented before BFCM.

This compound effect means they're not scrambling last-minute to improve conversion rates.

Begin with foundational elements: site speed, navigation, and checkout process. Then layer on more sophisticated tests as you gather data.

Remember

The brands that crush Q4 aren't the ones starting CRO in September. They're the ones who've been testing and optimizing since January.

Want to make next year your biggest ever? Start your CRO journey now.

The best time to optimize your site was yesterday. The second best time is today.