Hey optimizer,

Just your weekly dose of conversion goodness dropping into your inbox.

We've got some interesting bits to share today, so let's get into it

01 / INTERNAL NEWS

Whatever you're planning this year, somebody in this room has already tried it and can tell you exactly how it went.

That's BFCM Insiders. 8 October, Batch LDN in Covent Garden, 60 to 80 FMCG and CPG founders, over half of them running brands north of £5m.

For one afternoon they put the good stuff on the table:

→ The offer structures shifting volume this year without training your list to wait for 40% off
→ How to discount hard and still like what you see in the P&L in December
→ Stock levels, so you're not sold out on day two or sat on pallets in January
→ The TikTok hooks and creator plays converting right now, plus the site fixes you can still ship before November
→ What to do with a BFCM buyer once the discount's gone
→ Buying media in the most expensive auction of the year and coming out ahead

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04 / TEARDOWN

Another store we gave the ConversionWise treatment to: Tuft + Paw.

Homepage. PDP. Cart.

There’s already a lot to like here, but there are also plenty of opportunities I’d want to test to make the buying journey clearer, surface the strongest reasons to buy earlier and squeeze more value from every visitor.

Here's some initial tests I’d be putting into the roadmap.

1. Cart

2. PDP

3. Homepage

05 / A/B TEST OF THE WEEK

£170 in the cart.

£178.45 at checkout.

That's why they left.

Your cart probably says "Taxes and shipping calculated at checkout." It's the Shopify default and almost nobody changes it. It's also telling the customer the number in front of them isn't real.

Show the whole stack in the cart instead.

Items. Delivery. Gift wrap. Duties.

Total to pay.

Then one line: "That's the final figure. Nothing else is added at checkout."

The gap here is £8.45. Tiny. Doesn't matter. It's not the size of the extra cost that kills the order, it's that the number moved after they'd already accepted it.

Yes, you'll see more people drop out in the cart. Good.

They were dropping at checkout anyway, later, and messier, and taking your checkout numbers down with them.

One rule

Only do this if you actually know the number. If it depends on a postcode you haven't asked for, show the band. "Delivery from £4.95" beats a total that changes.

Nobody abandons because it's expensive.

They abandon because it moved.

06 / PARTNER WITH US

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