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- One menu link, five figures a month đź‘€
One menu link, five figures a month đź‘€
Three small changes you can make this week, plus a Shopify theme deal dropping Monday
Oliver Kenyon
November 11, 2026
Hey optimizer,
Black Friday is just over two weeks away, so I’ve had mobile menus on my mind.
We moved one link in a garden furniture brand’s menu and it’s now bringing in an extra five figures a month. 👀 The whole thing is broken down in the A/B test.
I’ve also got two quick wins you can get live before the traffic hits. One’s about where your reviews sit, the other’s about the way your free shipping bar talks to people.
Oh, and if you’re on Shopify, the Surge 2.0 Black Friday deal drops on Monday.
Let’s get into it...
01 / SURGE
The Surge Black Friday deal launches November 16
The Black Friday deal for the Surge 2.0 Shopify theme launches on Monday, November 16. Here’s what recent users have to say.
Want to see what an agency owner built with it?
Gary’s team rebuilt a premium Shopify store in around three weeks, with most of the features they needed already included.
02 / CRO QUICK WINS
1. CRO Quick Win #1 🧨
Most review sections are built to look busy. The ones that sell are built to be skimmed.
Anatomy of a review that converts:
1. A headline pulled from the review itself. The one sentence that answers the doubt.
2. Bold the outcome inside the body, so a skimmer gets it in two seconds.
3. A customer photo wherever you have one. It beats a studio shot every time.
4. Who it's from: first name, verified buyer, and the detail that matters for your product. Skin type. Size bought. Height.
Then put two of them directly under your Add to Cart button.
We did exactly that on a natural deodorant brand's product page. Same reviews, new position. +13.9% conversion rate.
Shopify tip: Okendo and Yotpo both let you add custom questions to your review request. Ask for the detail that matters for your product and every new review arrives with it.
2. CRO Quick Win #2 🧨
Show the free shipping gap in money, not as a percentage.
"84% of the way to free shipping" makes people do maths.
"You're ÂŁ8 away from free delivery" tells them exactly what to add.
Two upgrades:
1. Put one add-on right under it, priced to close the gap.
2. Once they cross the line, swap the message to "You've unlocked free delivery" so the bar keeps earning its space.
One rule: the number has to match your real Shopify shipping rate, in every currency you sell in. A bar that promises free delivery the checkout doesn't honour costs you the sale.
03 / CLIENT RESULTS
Black Friday prep is where a team shows what it is made of. This one did.
We’re taking on a limited number of new clients this Q4. Want your brand to be one of them?
04 / A/B TEST OF THE WEEK
$92,000 a month, from moving one link in a mobile menu
We ran this for an ecom brand selling garden furniture. Their best offer was at the bottom of the menu, behind a dropdown, in the same size as Contact.
That menu was well built, just organised by taxonomy rather than by money. Clearance is a type of collection, so it sat with the collections, the informational links went underneath, and everything was where a tidy person would put it.
Four things changed.
A search field went in at the top.
Clearance became the first item, colour-differentiated, carrying a 60% off label.
Its dropdown was removed entirely, so one tap goes straight to the page.
And the delivery, returns and trade links were shrunk and pushed to the bottom, with a customer quote above them answering a recurring question about the photography.
The dropdown removal is the part worth stealing. An expandable menu item asks for two taps and a decision in between, and it's asking that of someone who's already sold. People go to clearance on purpose, so it should be one tap away.
+$92,000
MONTHLY REVENUE
+$1.22
PER SESSION
This needs a real discount behind it. Leading a menu with a clearance link on a store whose clearance is four items at 10% off spends your best position on a disappointment.
A menu ordered by category is organised.
A menu ordered by revenue is merchandised.
05 / PARTNER WITH US
Reach 38,000+ e-commerce store owners
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