Hey optimizer!

This week we're skipping the shiny stuff and going straight for the parts of your store nobody wants to talk about. The cart. The menu.

The boring corners where revenue quietly bleeds out. Let's get into it.

P.S. Quick heads up before we dive in. This week's newsletter is packed with visual examples and CRO tricks that really need to be seen to make sense.

If your email service provider isn't displaying the images properly (or at all), don't worry, I've got you covered. Just click the link in the top right corner to read the full version online where everything will show up perfectly.

Client’s Results

Design Inspiration

1️⃣ Homepage: Sell The Outcome, Not The Flavour

Before:

• Hero focused heavily on flavour launch

• Product image doing most of the work

• Value proposition unclear

After:

• Clear performance driven headline: Fuel your body. Power your performance.

• Immediate social proof from thousands of customers

• Supporting benefit stack reinforcing outcomes

• Clean hierarchy leading to Shop Bestsellers

CRO principle: People buy results, not flavours.

2️⃣ PDP: Make The Decision Faster

Before:

• Reviews visible but not dominant

• Product benefits buried in text

• Variant selection visually weak

After:

• Strong social proof anchored directly under the hero

• Scannable benefit bullets highlighting protein content and digestibility

• Clean flavour selector improving usability

• Subscription option clearly framed as the better value

CRO principle: Reduce cognitive load around the buying decision.

3️⃣ Cart: Increase AOV Without Friction

Before:

• Upsells cluttered and visually noisy

• Add to cart buttons competing with colour options

• Checkout CTA lacking hierarchy

After:

• Free shipping progress bar reinforcing momentum

• Cleaner cross sell structure

• Savings surfaced clearly

• Strong Checkout CTA supported by payment trust badges

CRO principle: The cart should guide the next action, not create more decisions.

This isn't about making the page "look better."

It's about:

• Clearer hierarchy

• Stronger value framing

• Fewer decisions

The things that actually move conversion rate and AOV.

A Mega Menu Redesign Worth 106k

We redesigned a brand's mobile mega menu and generated:

👉 +$106,886 per month

No new traffic. No offer change. No redesign of the actual store.

Just a smarter browsing experience.

Most mega menus are terrible.

They're built like filing cabinets. Tiny text. Endless links. No direction. No psychology.

And when customers land on them? They freeze.

So instead of treating the menu like "navigation"… We treated it like a conversion page.

Here's what we changed:

1️⃣ Added A "Trending Now" Section At The Top

This was huge.

Most shoppers don't actually know where to start. Especially on stores with lots of SKUs.

So instead of forcing users to think… We immediately guided them toward:

• Best sellers

• Popular products

• High converting collections

Less decision paralysis. More momentum.

2️⃣ Redesigned The Menu Structure Itself

Bigger fonts. Clearer hierarchy. Visual icons/images beside categories.

This made the entire experience:

• Easier to scan

• Easier to understand

• Easier to browse quickly

Most menus fail because they overload users with text. Visual navigation wins.

3️⃣ Added Social Proof Directly Inside The Menu

This is the part most brands miss.

We added a review/testimonial section at the bottom of the mega menu… Because one of the brand's biggest objections was around product quality and trust.

So before users even reached a PDP… We were already handling objections.

Why It Worked

Mega menus aren't just for navigation.

They shape:

• First impressions

• Product discovery

• Trust

• Purchase intent

And on high SKU stores… They often become one of the highest leverage areas you can optimise.

The Result

👉 +$106,886/month

From changes most brands would consider "minor".

Takeaway

If your mega menu:

• Has no direction

• Feels cluttered

• Relies purely on text

• Doesn't build trust

You don't have a menu. You have friction.

And friction kills revenue.