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  • #160: Why the first product you show matters more than you think.

#160: Why the first product you show matters more than you think.

Reordering this page lifted conversions by 7.7%

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No. 160: Hey all,

Hey all,

Which product shows up first on your collection page?

For many brands, especially in CPG, it’s a multi-item bundle.

That might look smart on paper (boost AOV, offset CAC).

But for new visitors, it can be overwhelming.

Instead of pulling people in, bundles get skipped.

Here’s a better approach & test you can use.

In less than 2 minutes, take away:

But first: quick announcement.

Join us for a special LIVE event next week exclusive to TCL subscribers…

📅 LIVE TRAINING:

The Homepage Conversion Formula

How to Design Homepages that Convert Both New and Returning Visitors

What if you could design a homepage that's guaranteed to convert BOTH new visitors AND loyal returning customers?

As customer acquisition costs continue to increase, smart 8-figure brands are becoming more reliant on their existing customer base to increase revenue.

But here's the problem: your brand's homepage is still designed to focus on first-time visitors while ignoring your most valuable customers.

Thats’s why we're going to show you exactly how to design a homepage that's guaranteed to convert every type of visitor at your revenue level.

Join us LIVE next week on Thursday, June 26th at 11am PT (2pm ET) for a FREE training.

Get ready to learn:

  • The psychology behind what new vs. returning visitors want to see (and how it changes at 8-figure scale)

  • The exact dual-conversion layout we use for brands doing $10M-$100M annually How to create personalized homepage experiences that scale with your traffic volume

  • An action-packed teardown of 8-figure brand homepages that convert both audiences

Then, ask all your questions LIVE with Blue Stout experts.

Can’t make it? No worries. We'll share the recording with all who sign up.

Read time: 1.5 minutes

🎯 WEEKLY INSIGHT

Ease new customers into your catalog by leading with your simplest, most approachable products before multi-product bundles.

It’s tempting to position high-value bundles up the page.

But if you chase AOV too early, you risk losing the sale entirely.

For a personal care brand, we tested reordering the “Shop All” collection to show a $20 best-seller before any high-priced bundles.

The result? A 7.7% lift in conversion rate.

Entry-level products lower the barrier to purchase.

By introducing a simple product that was easier to say “yes” to, more visitors converted.

Then, they engaged with bundles/upsells later.

CPG shoppers often land on site without deep product knowledge.

If you haven’t earned trust yet, high-priced bundles add friction that can cost you.

This doesn’t mean they shouldn’t be promoted.

It means when you promote them matters.

Introduce single items first to pave the way for bundle upsells later.

⭐ Takeaway: CPG brands: lead with your most accessible product to build trust before bundles.

Then, as always, test!

🕙 WHAT’S BREWING

High-growth fashion brand sees a 13% increase in revenue per visitor.

📣 IN CASE YOU MISSED IT

Real customer images boost footwear brand’s conversion rate.

How to narrow your focus for greater profits.

Try these 3 upsells that always convert.

🗞️ NEWS HIGHLIGHT

4 of the biggest advertising trends to watch in 2025.

👀 FROM LAST WEEK

#159: How to build high-converting cross-sells (without AI).

💡 ALLEN’S QUICK TIP

👊 STOUT SUCCESS

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

Until next time.

— Allen