Hey optimizer,

Welcome aboard the S.S. ConversionMail, where we navigate the treacherous seas of data to discover hidden treasure islands of profit. 🏝️

Surge 2.0 is officially LIVE ⚡

03 / TEARDOWN

The pages just assume you already know why you want it.

Optimized by Oliver, skincare edition.

No brief from the brand and no access to their data, just the tests I'd run from the outside looking in.

1. Homepage

The hero sells one serum to a visitor who may not know the brand yet.

I'd test leading with the brand promise instead, backed by a rating and a customer quote above the fold, then one clear route into best sellers.

2. PDP

Name, stars, price, picture. What it actually does sits further down the page.

I'd bring three plain English benefits up under the title, and split subscribe and one time purchase into two clear choices, with "pause or cancel anytime" right beside the subscription.

3. Cart

The full-page bag becomes a drawer: a free shipping progress bar, one relevant add-on with its rating, and payment options next to the checkout button.

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

Free for approved guests. We read every request that comes in.

05 / A/B TEST OF THE WEEK

We recently ran a comparison table test on the product page of an ecom brand selling work gloves.

It was worth $32,884 a month.

It's a risky test. Put yourself side by side with everyone else and you're inviting the shopper to go and check, often on a competitor's site.

What made it work was what went in the rows.

Not "premium quality" against "standard quality". Facts you could be held to:

Cut resistance, as a certified safety rating.

Liner thickness.

Whether the glove survives forty washes.

How long the warranty lasts.

And the other column said "typical glove", not a competitor's name. So it read as a buying guide, not an attack.

A list of features asks the shopper to believe you. A table of measurable facts lets them check, and you win when they do.

The catch: it only works if you genuinely win on things you can measure. If your edge is design or service, a table will lose.

Value perception is everything.

06 / PARTNER WITH US

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