#102: Match your homepage message to the buyer stage.

No. 102: Hey all,

Tailor your communication based on where your customers are on site.

Each template (homepage, collections, product) represents a different point in the buyer journey.

Build trust, guide them to checkout, and maximize conversions with the right message.

Here’s how.

• This week’s win: Matching your homepage message to the buyer stage.

• In the news: Filson’s head of strategy on evolving the 127-year-old brand.

• Quick tips: Order collections by revenue and 3 ways to lift PDP conversions.

WIN OF THE WEEK

Align messaging with your customer’s shopping stage to maximize conversions.

Your site visitors are there to learn more about your brand and products. Support them from top to bottom with the following strategy:

Top of funnel = Nurture + build trust. Use social proof data or a value proposition on your homepage and collections page.

Bottom of funnel = Reduce risk + friction. Share your guarantees, like free shipping & returns on your product page.

Free shipping thresholds on the product detail page are effective. But home- and collection-page visitors are less likely to be ready to buy, so this benefit means less to them.

Example: in a recent test, one of our brands saw an 11.4% increase in conversions after we replaced a sitewide banner with a social proof message.

Before: “Free Shipping over $75”

After: “Over 115,000 Happy Customers”

⭐️ Takeaway: Capture attention on the homepage with social proof or a value proposition.

Later in the journey, use a message like ‘satisfaction guaranteed’ or ‘free returns' to seal the deal.

And as always, test!

📣 IN CASE YOU MISSED IT

Order your collections by revenue. Here’s why.

Remove all customer “dead ends” from your site.

3 easy ways to lift product page conversions.

🎯 NEWS

Filson’s head of strategy on evolving the 127-year-old brand.

👀 LAST WEEK’S LETTER

2 ways to increase AOV without upsells.

💡 TWEET OF THE WEEK

👊 STOUT SUCCESS

Want this for your store, too?

Book a strategy call with me.

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

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