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- Your best review is in the wrong place 🛒
Your best review is in the wrong place 🛒
Your page already has what it needs to sell. It’s just showing up at the wrong moment. Plus a five figure test, 11 homepage blocks, and a live workshop
Oliver Kenyon
October 14, 2026
Hey optimizer,
Your product page already has the most persuasive thing on it.
It’s just in the wrong place.
Most stores bury it where nobody’s deciding anything anymore. This week I’ll show you where to move it, and which version of it to use (hint: not your best one).
Plus, a hero rewrite that added $78,454 a month. The headline helped. The button did more.
Let’s get into it.
01 / INTERNAL NEWS
Last chance: free workshop tomorrow at 1pm Eastern
The pages you fix this month are the ones doing the work for you on Black Friday.
So tomorrow, Thursday 15 October, at 1pm Eastern (6pm London), I'm running a free live workshop on the four kinds of landing page working right now, and which one each of your ads needs.
You'll see real pages, including one our team built for Boom by Cindy Joseph that brought in 47% more revenue per visitor.
Register today for two of our internal tools, free. Come live and you get three more.
02 / ROUNDUP
Weekly Content Roundup
Get the latest and greatest CRO content from around the web.
03 / CLIENT RESULTS
My CRO experts straight up dropping revenue nukes on clients' stores! 💣
Want this on your store? Get the most out of every dollar invested in ads
04 / A/B TEST OF THE WEEK
Test this under your add to cart button
Test this on your Shopify store: your reviews are at the bottom of the product page, which means they arrive after the decision.
Move one of them directly under the Add to Cart button.
Not the reviews section. One review, in a card, in the place where the customer is deciding.
And be deliberate about which one.
Don't use your best review. Use the one that answers the thing people worry about.
For a kids' brand that's almost always durability, so the review to use is the one that says the knees haven't gone through after two winters and two children.
You get that from your post-purchase survey, the answer to "what nearly stopped you buying".
Then go and find the review that happens to answer it, and put that one under the button.
This works because of who is speaking. You've already told them the product is hard-wearing, in your own words, further up the page. Nobody believes a brand about its own product.
The same claim from someone who paid for it is a different claim entirely.
Keep the whole card visible without scrolling. A quote, stars, a first name, and the word verified.
If it's long enough to need truncating, pick a shorter review rather than cutting one.
Reviews at the bottom of the page are a reference section.
One review under the button is an argument.
05 / EVEN MORE TESTS
3 Questions your hero should answer instantly
We recently ran this for an ecom brand selling air purifiers.
The old hero said "Breathe better at home" over a photograph, above a button that said Buy Now.
Nothing about it was wrong.
It's the standard hero, and standard is usually a reasonable place to start.
The problem is what it leaves the visitor to work out alone: what the product actually is, whether it's for them, and how big a decision they're being asked to make.
The rewrite answered all three in the headline.
"The quiet air purifier for allergy season, in rooms up to 600 square feet."
Then a rating with the review count beside it. Then a row of publications. Then a button reading "Find the size for your room".
The button matters more than it looks.
Buy Now asks for the whole decision at once, on a page where the visitor hasn't yet established that the thing fits their house.
Find the size for your room asks only for the next step, which is the step they were already trying to take.
+$78,454
MONTHLY REVENUE
This transfers when your product has a fit question attached. Sizes, rooms, compatibility, skin type.
Where any version suits anyone, naming the buyer narrows your market for nothing in return.
A hero that describes the product is an advertisement.
A hero that describes the buyer is an invitation.
06 / PARTNER WITH US
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