#158: Selling in retail, too? Don’t make this mistake on site.

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No. 158: Hey all,

If you sell both online and in stores, you probably have a “Where to Buy” page.

It helps customers find your products in retail locations.

A useful tool, especially for multichannel brands.

But how prominently should you promote that link?

We often see brands place it in the header for convenience.

But there’s a tradeoff: every off-site option you highlight in a high-traffic spot can redirect attention and reduce conversions.

We tested what happens when a “Where to Buy” link is added to the header vs. left in the footer.

Here’s what happened.

In less than 2-minutes, take away:

• An insight to test: Why you should keep store locator links low to protect online sales.

• A news highlight: Nike returns to Amazon and raises prices.

• Useful tips: Make customers want what you’re selling.

Read time: 1.75 minutes

🎯 WEEKLY INSIGHT

If you sell online and in stores, keep retail location links lower to protect conversions.

It seems helpful at first: give customers an easy way to find your products offline.

But that convenience comes at a cost.

When you surface alternative shopping paths too early, you risk pulling visitors away.

For a multichannel brand, we tested moving their “Where to Buy” link from the top navigation to the footer.

The goal: make it easier for customers to find the product in-store.

The risk: sending traffic away from the website before they buy.

So we ran a clean test:

• Variant A: “Where to Buy” in the header on the homepage.

• Variant B: Store locator left in the footer under “Support”.

The store locator link left out of the header led to a 5.1% lift in sitewide conversion rate and $153,573 in projected revenue over 6-months.

Turns out even helpful options can backfire. Especially when placed too prominently.

Every link needs to earn its keep in a high-traffic area, such as your header navigation.

Seeing “Where to Buy” too soon can send shoppers off the page before they explore your site, costing you revenue (and first-party data).

⭐ Takeaway: Selling in a brick-and-mortar shop, too? Keep store locator links low to protect online sales.

Try it out.

🕙 WHAT’S BREWING

High-tech wellness brand repositions products to first-time visitors.

📣 IN CASE YOU MISSED IT

Make customers want what you’re selling.

How to narrow your focus for greater profits.

For real results, don’t copy competitors. Act on this.

🗞️ NEWS HIGHLIGHT

Nike returns to Amazon and raises prices.

👀 FROM LAST WEEK

​​#157: Rotating banners hurt conversions for high-end products. Here’s why.

💡 ALLEN’S QUICK TIP

👊 STOUT SUCCESS

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That's all for today.

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And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen