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No. 188: 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, learn:
Read time: 1.75 minutes
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🎯 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
How Zildjian brought 400 years of legacy online without losing what made it iconic
Migrated two outdated platforms into one fast, modern Shopify Plus storefront
Synced retail systems to power both DTC growth and future omnichannel moves
🗞️ NEWS HIGHLIGHT
Resale luxury is growing fast with AI-driven pricing
Customers are seeking sustainability and smart shopping, a major shift since 2020
Even in a high-end category, transparency, trust, and tech-backed UX are winning
👀 FROM LAST WEEK
Over 12 months and 36 A/B tests, they generated $1.8 million in incremental revenue
Revising navigation increased mobile conversions 9%
Cutting brand-exposition copy boosted conversions 7.3%
If small changes like this can lift conversions double digits, imagine what a full-site strategy could do.
Let’s find your next win → Book a strategy call.
Until next time,
— Allen