#177: Great copy doesn’t sell if no one sees it.

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Join us Thursday, Oct 23 at 11 AM PT / 2 PM ET for a FREE live session with Blue Stout.

Peak season’s here, and your storefront has seconds to convert shoppers.

I’m hosting a live training to walk you through the 5 highest-impact optimizations we’ve tested across $10M+ brands (the same ones that have driven 20–40% revenue lifts during the holidays).

In this session, I’ll show you:

• The 5 store changes consistently boosting conversions and AOV during peak season

• A counterintuitive product page tweak that lifted AOV by 18% for a leading fashion brand

• Real examples from top CPG, apparel, and home brands, backed by live A/B test data

It’s an hour built to give you tangible, data-backed wins before Black Friday hits.

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🎯 WEEKLY INSIGHT

Your copy might be great – but it only converts if buyers see the right value at the right time.

Across product pages, most brands make one of two mistakes:

They bury the key benefits too low, or they overload the buy box with too much detail.

Both kill momentum.

At the point of purchase, shoppers want to know:

“What will this do for me, and why should I buy it now?”

Where that answer appears decides the sale.

Here’s how three brands did it:

1) Wellness tech brand pulled benefit icons higher on the page.

Result: +9% CVR

Features like “Cooling” and “Remote Control” were hidden below reviews. Great proof, but too late in the scroll.

We pulled those icons above the fold, closer to the buy zone.

Conversions lifted 9%.

Buyers don’t want to dig for proof. They want to see the real-life value first.

2) Supplement brand moved long ingredient details below the “Add to Cart” button.

Result: +5.8% RPV

This brand had a loyal returning customer base.

But long ingredient descriptions forced unnecessary scrolling for repeat buyers.

We pushed those sections below the CTA. Still visible for new visitors, but out of the way for ready-to-buy customers.

The change removed friction and sped up checkout for high-intent buyers.

3) Fashion brand added a short product description above the “Add to Cart” button.

Result: +16% CVR, +4.6% RPV

Most fashion brands rely on visuals alone. But imagery can’t explain WHY an item is worth the price.

We tested pulling one short, benefit-led line (“Italian leather, lifetime repair guarantee”) above the buy button.

That reminder of quality and longevity at the exact moment of decision drove a 16% conversion lift.

⭐ Takeaway: Your best selling points belong where decisions happen.

Move great copy and benefits closer to the buy moment: above the fold, next to your CTA, or inside your first few product images.

The faster shoppers see the value, the faster they buy.

🕙 WHAT’S BREWING

Find 3 easy product page wins hiding in your heatmap

• Spot revenue leaks with a simple heatmap walkthrough

• See the layout converting best for 8- and 9-figure brands

• Learn from live teardowns across CPG, apparel, and luxury brands

🗞️ NEWS HIGHLIGHT

How Nike is using AI

• Nike’s AI Beta app helps shoppers find products through natural, conversational search

• AI-powered brand chat (via Naver’s CLOVA) delivers on-brand product recs

• The A.I.R. project uses AI-generated concepts to co-create new designs with athletes

👀 FROM LAST WEEK

#176: How a CPG mushroom brand scaled revenue with a full site redesign.

👊 STOUT SUCCESS

Mephisto: What lifted conversions 43% after a Shopify Plus migration.

Here are 3 ways I can help you:

🎯 For more insights: access our top conversion wins and case studies.

🎓 Want shorter insights? Follow me on Twitter and LinkedIn.​

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