📈 Presell pages beat product pages

Your funnel isn’t broken because of traffic. It’s broken because of friction.

Author

Oliver Kenyon
July 02, 2025

Hey optimizer!

There's a fascinating tension in conversion optimization: between what people say they want and what actually drives their behavior.

Today we're bridging that gap with insights from our latest research.

Highlights of Today’s Newsletter

  • A/B Test: Presell pages convert better than your PDP, and here’s why

  • The Chosen Topic: If your lead gen page isn’t converting, it’s not your traffic. It’s the layout

  • CRO Insight: Your funnel isn’t broken because of traffic. It’s broken because of friction.

  • Video: How to build trust & boost AOV in 3 simple steps

Weekly Content Roundup

Get the latest and greatest CRO content from around the web.

Events 🌆

Built a brand? Come join a room of founders who’ve already cracked 7, 8, and 9 figures.

This event isn’t for spectators, it’s for operators.

We’re hosting an exclusive evening in collaboration with Soar With Us, bringing together some of the best minds in the D2C space.

If you’re a founder, growth lead or operator looking to meet sharp people (not get pitched), this is for you.

Here’s the deal:

📅 Date: Wednesday 9th July
🕡 Time: From 6:30pm
📍 Location: Central London, 20+ top-tier independent street food vendors
🍹 Private bar + unlimited food & drink (yes, really)
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We’re aiming to keep this intimate, no fluff, just great food, drinks and conversations with people who get it.

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Event Details: 📅 When: July 10th, 2025 - 5PM onwards
📍 Where: The Sipping Room, Canary Wharf
🍻 What: Free Ecom Networking Event
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  • 200+ e-commerce brands in one room

  • Free bar all night long

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Fair warning: With 200+ attendees and free entry, spots disappear fast.

Design 🎨

Here are the changes I would do to Rothy's website if I was hired to do their CRO. (Link)

3 Simple changes that could transform this Shopify store’s revenue (Link)

CRO Around the Web 🌐

Shopify: 10 Advanced SEO Techniques To Grow Your Site Traffic (Source)

Baymard: Pet Food & Care: New UX Benchmark with 3,300+ Performance Scores and 2,700+ Best Practice Examples (Source)

Client’s Results

Your brand story deserves a landing page that speaks its language 🎯

Video Of The Week

How to Build Trust & Boost AOV in 3 Simple Steps

From the homepage to the product page to the cart - I walk through key changes designed to build trust, boost AOV, and turn more clicks into customers.

High-Converting Design Inspiration

Presell pages convert better than your PDP, and here’s why.

Cold traffic doesn’t land ready to buy.

If your first page sells too soon, you lose the click.

Instead, we tested a listicle-style presell that:

→ Matched ad intent

→ Led with clear benefits

→ Built trust before the pitch

Same product. Same traffic. No redesign.

📈 +47.29% lift in conversion

📈 +$20,699/month added revenue

Because product pages are built to close, presell pages are built to warm.

If you’re not using one, you’re skipping the most valuable page in your funnel.

Fixing Your Funnel: The DTC Conversion Repair Kit

Your funnel isn’t broken because of traffic.

It’s broken because of friction.

Fix the path, and your conversions will follow.

Most DTC brands don't have a traffic problem.
They have a funnel problem.

If your pages look good but don't convert, it's rarely the product - it's the path.

Here's how to spot the leaks, fix the structure, and turn clicks into actual revenue.

What Is A Broken Funnel?

  • No alignment between traffic and page

  • Missing or weak CTAs

  • Mismatched copy and intent

  • Trust gaps

  • Too many steps, not enough clarity

Broken funnels aren't always visible, they quietly bleed ad spend and conversions until you fix what matters.

Comparison: Before and After Fixes

WITHOUT FIXES

WITH FIXES

Traffic mismatch

Aligned page entry

Confusing CTAs

Clear action flow

Long forms

Smart field logic

Missing trust

Social proof above fold

High drop-off

Guided next steps

Funnel Fix Foundation

#1: Traffic Intent Match

Where is the user coming from?

Does the landing match their mindset?

#2: Value Prop Delivery

Is the hook visible in 5 seconds?

Does the page sell outcomes, not features?

#3: Conversion Clarity

Is the action obvious?

Are we reducing clicks to purchase?

Key Question:

If your funnel is built to impress, not convert, what's it costing you in missed revenue?

If Your Lead Gen Page Isn’t Converting, It’s Not Your Traffic. It’s The Layout

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