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Welcome back to Limited Supply, the podcast where we get deep into the tactical and strategic side of e commerce, digital marketing and building consumer brands. I'm your host Nick Sharma. I've spent the last nine years building, scaling and investing in brands and through this show and my weekly newsletter at Nick Co Email, I'm here to share everything I've learned. The wins, the losses, the experiments, the tactics and the insights. All so you can unlock your next hundred thousand dollars in revenue. Today's episode is a good one, but before we dive in, let me tell you about our chosen sponsor for this week's episode. If meta CPMs are giving you heartburn, you need another top of funnel lever. Roku Ads Manager is a self service CTV platform built for growth marketers with simple setup, optimization and billing all in one place. Check it out at advertising.roku.com Limited supply. All right, welcome back to another episode of Limited Supply. Today we're going to do something fun. This is something I've had on my list for a minute and you know it's funny, most of the content I put out, the most engaged stuff is obviously it's always very tactical but if you were to break it down between different parts of E commerce, whether it's ops, logistics, product, which I don't really talk about too much, it's not my area of expertise. I can hold a conversation but I'm not the guy you want to consult with on three pl stuff for example. But the most talked about stuff is really or the most engaged with stuff is websites, landing pages, ads, creators, influencers, funnels, CRO. And so I thought today why don't I go through eight different websites, maybe more, maybe less depending on time and today's episode, I want to spend it basically on full websites. I want to go through what do I like from these websites As I scroll and go through these sites, I'm somebody who's seen an insane amount of websites, have built an insane amount of websites for a variety of brands. Whether it's POV Beauty, whether it's ima, whether it's Parachute Home, whether it's David Protein, whether it's Salud, whether it's forgetting the name of that milk company in Austin. Anyways, a bunch of websites. And you know, I've been doing this at least on Shopify since 2017 and pre2017. I used to, you know, have fun and dabble on WordPress and all that thing. So I've seen a lot of websites. I've been involved in designing websites, the wireframing the copywriting, the ux, thinking through the merchandising journey. And so with all of that knowledge that I have, or at least, you know, claim to have, I want to just go through a handful of websites in today's episode and just talk about what I think is interesting or what I find interesting when I go through these websites themselves. Now we will go through some of these in desktop because I think there's just great modules to take and people still do have desktop traffic, especially if you have different categories of purchase. If you're higher end furniture, if you're over 500 bucks AOV, there's a very good chance these are desktop purchases. Maybe even if discovery was on mobile. I want to go through the full websites today. Then for next week's episode I want to do the same thing. But I'm going to go through funnels that people don't really talk about. We see on Direct to consumer Twitter or LinkedIn or other podcasts. There's always these similar brands that get talked about when it comes to looking at their Facebook ads. I was even doing a quick query last night into my own content, seeing is there commonality in the different brands that I've been talking about over the years? And there totally is. There's somewhat of a bias between brands I've invested or advised or helped launch. But I want to go find. I've already found a couple of these websites that are hidden gems. No one's ever seen them, no one's ever talked about them before. They're doing 1 to 3 million page views a month. Absolutely. Ripping on affiliate and Facebook traffic. And I want to break down those funnels and also call out how they're different than the sites we're going to go through today. So without further ado, let's get started. So what I recommend is if you're listening to this, I want you to go ahead and pull up these sites as well on your own. I believe that I can go ahead and. Nope, I don't think I can share my screen into the YouTube. But go ahead. I'm going to narrate everything as I'm going through it so that you can go ahead and just follow along without really any issues. And if you have any questions, please DM me rsharma on Twitter and I'm happy to answer any questions. Whether it's about a specific website we talked about here or if it's you've got a website that you put up, you want some quick feedback, I'm happy to send you a voice Note or just a couple bullet points based on my thoughts, the first one I want to go through is actually not one, because for anything other than one specific module, the company's called Siren. You may have heard about it. It's spelled S Y r n dot com. That's s dash y dash r dash n dot com. This is Sydney Sweeney's new lingerie brand. Whenever I come to these websites, especially like celebrity sites, I tend to find that most are just underwhelming. They don't really do a good job proactively telling brand story, product story. What makes the product different? This site is honestly, unfortunately no different than that. For the most part, the homepage is pretty plain and kind of like editorial style. The product pages have really no information. There's only one really good thing about this website. Even the cart. Like, if you click open the cart and there's nothing in it, it's just an empty state. And they have a cheeky line of copy which says no commitments yet. But I mean, what a waste. You've got one of the biggest celebrities in the world, and yet you've got probably one of the laziest Shopify sites developed. Apologies to whatever agency got paid $180,000 to build this website that will probably only convert for huge fans, not necessarily people who don't know the brand or aren't a big Sydney fan. That said, a couple things I would. Okay, let's actually talk about a couple things I would change. So if you go to the pdp, there's no information, not a single review, not a single testimonial. There's no lifestyle imagery. We know that in apparel, you need to show the product on multiple sizes, body sizes, different colors, different races. You know, you have to really just show the lifestyle it's in as well, which we'll talk about with a different brand coming up soon. That's something you can definitely learn from the alcohol industry. All of their commercials, their ads, their content is all kind of portraying the lifestyle that you are buying into as a customer of that brand. Because within alcohol at least, all the big brands, the Diageos, the Bacardi's, the Centauris and the Pernod Ricards, these massive companies, they have an agreement in place that they will collectively agree to not advertise drinking the liquor because they don't want to do that. You can't drink the liquor on a moving vehicle. If you ever see a Grey Goose commercial on a boat, you'll notice they're never drinking it. They're only Portraying that lifestyle. So the boat looks extra nice, the people are dressed extra nice, the water is beautifully blue, kind of showing that lifestyle. Anyways, that's what you need to do in apparel as well. And this brand unfortunately just completely missed the mark on it, which is shocking to me because you've got one of the biggest celebrities in the world. And I mean whoever built the site took their money and ran with it. But the one thing I will say that these guys do well is they have this reveal range kind of little module in the pdp. So if you go to any pdp, I believe it's any pdp. I clicked a few and it was all on there underneath the add to bag button. They have this reveal range slider and it goes from fully dressed to a little peak to tease them to strip down to next to nothing. And I just thought that was interesting. It doesn't look like any of this is clickable. You know, if I was designing this or if I developed the site, those reveal range things I just mentioned, the fully dressed little peak, teasem, et cetera, those would all be clickable. And if you clicked it, you would go to a collections page with all of those products. Now it does look like what they did was they added complimentary products or what they call go all the way. Well, they just wrote their copies go all the way. But really that's just a section of like recommended products. Again, if I was developing the site, I would make sure that the reveal range chart matched in what is shown there. So for example, and it's probably not because it's done, it's not like a tag or it's not a collection. Which is also why there's no collections page when you click it. But you know when you click it, when you click one of the recommended products, the reveal range is different. So it just seems like whoever built this site kind of did it last minute. I will also say a lot of celebrity brands, they, you know, like it's a celebrity, it's usually a money person. And then they go find some somebody who's ran a consumer brand before to just put it all together. So they have not really. None of those guys have really done 0 to 1 properly. And that's why you end up with a site that looks like this. Probably an agency that was just chosen because they were cheaper than others or whatever it may be. Anyways, this reveal range I like. It reminds me a lot of back in the DTC 1.0 days when Glossier first launched their yacht PO reviews widget they used to have this slider where depending on the person reviewing it, you could mention your age, your skin type, and maybe it was like a skin condition that you were hoping to solve. Basically you could add these kind of attributes. And not only did that give Glossier a ton of data, which I don't know if they really did anything with it, unfortunately. But it's nice to see that you can kind of carve out these different things out of products. Okay, so outside of this on Siren, there's really nothing else I would add. So let's move on to the next one. The next one I wanted to show now I wanted toi didn't want to just show supplement brands because I know we've talked a lot about supplement brands, mainly because I think health and wellness is an amazing category. It's grown so much. But I did want to go into some other brands. Things like bedding, things like apparel, things like beauty, personal care. And then of course we'll get to some supplements because like, I can't stay away. So next one I want to go to is Parachute Home. So pull up parachutehome.com just spelled normally parachutehome.com now parachute. If you've ever been to their stores across the country, you'll know that they're usually in that cluster of stores next to Buck Mason, Sun Life Organic Smoothies, maybe a Soho House, maybe Outdoor Voices, that cluster of DTC 1 1/2 to 2.0 brands, I would say. And one of the things I think Parachute has done extremely well from the get go, which is a huge kind of hat tip to them, is they've done an amazing job with brand. And I don't necessarily mean that they're out here running TV campaigns, doing celebrity endorsements, sponsoring events. They're not like building brand in that way. They're not spending ungodly amounts of money on brand initiatives. What I mean is when you go to their website or you walk into their store, you can feel the lifestyle and kind of the, the vibe of that brand. You feel it into your core in the sense that you go to this site, for example. There's no question about it, this is a multi hundred million dollar brand, right? You can feel it when you get there. They've got very distinct fonts. They've got distinct placement for different things. You'll notice even their kind of title font is a serif font. But their smaller fonts are sans serif, which creates a nice contrast and distinction between the two, especially when you go into the navigation, which I think is one of my favorite parts about this site because you've got that contrast on the right side when you hover over any of the navigation on the right side you've got those little cards that take you to collections pages or sometimes other content pages. But you can see that sans serif against the serif contrast. It looks really nice and just draws your eyes there really without having to do any sort of work around adding labels or colors underneath actually like bedding or pillars of duvets or new or bestsellers. You've got different micro categories broken out in there. And this might be based on types of sheets, layers, fabric, foundations, baby lounge decor material. You've basically got all these things broken out. And then what's also cool is if you go under bedding, for example, under fabric, you'll see the percale and linen. I might be butchering that word there, but they say popular next to them, right? It draws your eyes there. It's not in a way that's too alarming. And then in the bottom left of that same betting nav section, you see the save tab and then you see sale betting, 15% off bundles, 15% off utility bundles. And it's just a very well done navigation. I think that it's really rare that brands actually focus on the navigation. I'm not really sure why, but I think there's always an opportunity to include nice editorial feeling photography, which also I should call out. These guys have phenomenal photography. If you look at the product photography, you can tell they're not renders just by the lighting and how they are done. Although I will say for those of you who are using Gemini or any of these other models to generate images or product images or use renders and put it in and tell it to create kind of a lifestyle looking shoot. I bet you could get pretty close to this stuff now though. Again, if you can do these real shoots, that always comes through. I think people's own sense of a bullshit meter is going to get even stronger as it relates to finding out or deciphering what content was made by AI and what was not. Anyways, back to here, back to the site. So the photography is phenomenal, right? You've got product imagery that looks gorgeous against these white backgrounds. If you hover over any of these product cards on the homepage, you see kind of a lifestyle image that sort of portrays it. Body pillow cover, for example. And when you hover over it, you can see a girl, you can see her hand over both her hands actually over it. And you See the sheet kind of scrunched up, giving it that real cozy, comfortable, morning coziness, snuggling feeling. Makes a massive difference in conversion rate and especially click through rate to get to the PDP and for people to discover and kind of learn about the product. When you go down and you see these modules in between, like the archive sale or the module that says thousands of reviews a group, the differences in the details, these are more lifestyle focused images or even some of these categories. Select this category carousel of images about, you know, a little more than halfway down the page you've got sheets, quilts and comforters, bath, et cetera. These are sick lifestyle images that really elevate the website. And I think the other thing this site does a really good job of is I've talked about the push and pull sections on a website before. In these push and pull sections I describe it as like you're pushing and you're pulling. Pulling is like you're asking for a CTA or you know, you're asking the user to do something, the consumer to do something. I hate saying user. I feel like it's, we're not in apps here, but you're usually looking for like a click, an add to cart, a purchase, right? Those are the pull modules or the pull sections. And then you have push sections where you're pushing information, education information and you're trying to get them to learn or be educated about what it is you're selling, why you are the greatest at it, what makes your materials different, you know, what sets your customer or product experience apart. And I think another one that we should probably add to that list of those five landing page questions is like, why is this legit? And I think that's a little bit different than, you know, why should somebody trust us over another brand? But the why is this legit is only going to get more and more and more important I think over the next year or two. Definitely longer period of that. But I think definitely in the next year or two it's going to be a little hump that brands are going to have to get over as everybody is now getting used to AI slop. Okay, so that was just the homepage. If we go into. Oh, another one is the email pop up. So their email pop up doesn't really. It looks like they use alia. I think they do, I think we set that up actually. They, they try to figure out whether you're going for bedding or bath right away. And that puts you into segmented flows. Another thing I like is the empty cart state. So if you open the empty cart, you will see it says your cart zero free US shipping at the top. Just another reminder there in the cart. Says nothing here yet. Life is short. Get the linens. Love that. It's a playful way that life is short. Get the linens. Is. Is push and pull within two sentences as a subheading. Life is short. Yeah, it is. Get the linens. Yeah, you're right. Why shouldn't I? Right? It's an amazing use of. It's like very UX forward, UX friendly copywriting that more websites need to incorporate. And that is the type of stuff that a great creative will put together. I remember there was also an amazing line of copy that this woman, Amber, who she worked at Pointer Creative and then worked at Sharma Brands, she wrote this line of copy for Judy, which was a preparedness kit brand that I helped launch in 2019. And it was prepare for what? You can't predict, like what a banger line of copy that is. You can't, you couldn't replicate that with AI. If you tried, you wouldn't be able to get to that with AI. But these lines of copy that you can insert on your site, there's probably 12 to 15 lines that you just need to have. Maybe it's headlines of a full page, right? Like if you go to a collections page, maybe it's the heading of a certain module or a section on the actual site. Maybe it's this copy in the cart. Maybe it's the copy in the actual checkout. If you've got Shopify plus and you've got your modules there. But these lines of copy that are basically designed to kind of like put your arm around the consumer's shoulder and show them the way forward to get to checkout. Those are some of the most important lines of copy. And then of course, underneath this, you've got these four modules. Shop sheets, shop bedding, shop bath, and shop bestsellers. These are basically taking their top three categories of product. And then if not there, then we're trying to get people to go to bestsellers. Why did we not put mattress there? Or why did we not put, you know, robes there? Well, because. Well, actually robes is technically under bath. But why is mattress not there? Well, because it didn't have enough traffic against these four options. And so we decided to go with these four options. Okay, Those were kind of the main things I wanted to show. The other thing I will call out is their product pages. So I do really like their product pages. If you Have a in store pickup option for your brand. I think that parachute does a really good job displaying that. They also have got a nice store locator page where you can click that location icon at the top and it'll take you to a nice little parachute stores page. But on the pdps, you can basically check availability at a store. And I assume, I actually don't 100% know how we're doing this, but I assume we're, we're looking at the IP address of the user incoming to the site, which is just given information. Right. If you go to like Google and search what's my IP address, you don't have to opt in to, for, for that website to know your IP address or for Google to know your IP address. I think we're doing the same thing here. You can actually take your IP address and you can do this in Google. So you can see how this works. Take your IP address, go to Google and search IP address to address converter. You go to that link, you put the IP address in, it'll give you an address. It's probably, it might not be your exact address. You know, if you work in a office building or an apartment building, you might get a slightly broader address. You know, whatever the Internet hub is on the ground that's connecting the multiple buildings going into the main line. If you live in a neighborhood like in the suburbs, you usually have one or two kind of like Internet hubs for your neighborhood. So it might be a more generalized address, but you're still getting within a couple zip codes of standard deviation. A couple standard deviations of your location. I think that's the right way to say it. I didn't finish calculus or you're getting within the city so it knows where you are. So all that to say this comes back to parachutes PDP. It tells me pickup available at Soho, NYC, usually ready within 24 hours. And I can also check availability at the other stores. When I do that, what's cool is it doesn't just show me. It doesn't just give me a thing to pop up and say, enter your zip code. Because there's only a handful of stores. There's 1, 2, 3, 4, 5, 6 or 7 stores. It just tells me right away, hey, the University Village, Seattle, WA store, it's available. The Silver Lake store in LA, it's available. The Hayes Valley store in San Francisco, it's available. So I thought that was really cool. And then as you scroll down again, I think the brand just does a beautiful job with its Photography and kind of telling the brand story, etc. One last thing, people actually watch TV ads. It's not a two second thumb stop. Roku's brief even calls out the appeal of non skippable longer ads on the TV screen at efficient pricing. If you want to test big screen attention with a self service platform built for outcomes, go to advertising.roku.com Limited supply. So all right, that's what I wanted to share on Parachute. Let's go to the next one. All right, the next one is a supplement site. And so forgive me if you're over my supplement sites, but this is a newly designed supplement website that went live, newly redesigned I should say. The brand's been around for a minute. The product is actually, it's, it's insane. Like it, it's the Ferrari of supplements. In my opinion, one of the best supplement products I've ever experienced. I've probably sent it to 15, 20 people out of my own pocket. It's that good. And I also just love people's reaction when they try it. And I get that text of holy shit. Anyways, supplements called Gray Matter G R A Y. So go to trygraymatter.com that's try G R-A Y M A T T E R.com it'll load. And if you go to the homepage, what I like about this is right out the gate it almost feels like these guys realize that, like they know that their traffic coming here is coming from paid social. They know that majority of people coming to their site have maybe never been to the site, probably never heard of it. And so they do a phenomenal job here educating you and kind of bringing you into that lifestyle. Now another thing I really love about this brand and this website specifically is this is for most cases this is considered a pretty brand new product. I think it's been out for maybe a year, maybe over slightly over a year, but I don't think more than two years. And really in the last couple months they've started ramping. So what I find super fascinating about this is when you go to the site, you can kind of tell it's a Shopify site, but it does not feel at all like a standard Shopify theme. It feels like something that was designed out the box, right? You get here you've got the get started button, which I love because that just always, you know, I'm all about site UX and making it easy for people. So the get started button makes it very easy for people to figure out where to go first. And to be honest, their entire funnel kind of goes to really one pdp, which is really a landing page, which we're going to talk about in a second. But on the homepage of Keep Following Me, you'll see their social proof. Right at the top, the 4.8 out of five average ratings, I think low key. Everybody's been saying 4.8, so I would maybe change that to 4.83 or something. Obviously you want to make sure you're always point one or more below what your actual real rating is. You know, you don't want to somehow end up in court one day and you have a 4.4 rating, but you know you're advertising 4.8, which I'm not saying is the case here. I wouldn't be surprised if Gray matters is a 4.99. The product is phenomenal. Anyways, below that it doesn't say Gray Matter, right. It doesn't say a new supplement brand. It says strengthen your cognition. Love that headline. Do I think it's a little wordy in terms of it's not fifth grade level? Yeah, but it seems to be working. And they've clearly tested into this. A daily plant based drink for calm, focused energy without the prescription or side effects. Now this I think is amazing. This is again one of those UX banger lines of copy like we just talked about. First half, put your arm around the shoulder. Second half, let me show you the. Let me show you why you should click this. Feel the focus button or click the CTA or click the get started. Right? A daily plant based drink for calm, focused energy. Who they just basically took away all the reasons you wouldn't take it. Right. Strengthen your cognition. Oh, is this a drug? Is this going to make me go crazy? Am I going to get too wired? Nope. It's a daily plant based drink for calm and focused energy. Then they finish it with, without the prescription or side effects. I mean, I would totally walk forward from that. Right below that it says boost concentration, lower stress, balance mood, reduce brain fog. It's a little hard to read. I'd probably change that a little bit or turn those into icons or something. I'd maybe even add like, I would maybe even use that space to add like a small rectangular review and move those icons, the boost concentration, lower stress to the right side and put those around the product because there's a lot of white space in that hero image. But all that said, I think it's a pretty nicely done hero. The next section is actually one of my favorites because it's right. You can see it from above the fold. But also it does a really good job branding itself in the sense that it's not a plain white background. It's got this nice kind of scientificy feeling grid background with a brain image, which I think is dope. Gives me a little bit of armor vibes, which I like. I think that scientific feel is awesome. And then it just basically goes right into it, right? It's like, all right, here's the challenge, here's the solution, here's how our product works, and then here's research. So love it. I think those are phenomenal. You should go through all of those on your own. And what they've done really well here is also created this, like, David and Goliath positioning. So if you look under the challenge. I wasn't even going to talk about this section much depth, but it's so good. If you look under the challenge, you see the modern world is destroying our attention. This is. This. This is the problem, right, that you as the consumer, if you're coming to this site, have. But the way they wrote it, it's like, hey, they're. They're basically saying, like, hey, you have this problem. And underneath that, by the way, it says prescription stimulants and excessive caffeine lead to anxiety and burnout. All right? They're basically saying, you've got this problem, but it's not your fault. And we're here to help. It follows that up with the solution, which basically says, we're here to help. And then it explains, by the way, we are here to help, but here's how our product works. And then we also have research to prove it. And what this section does, which I really like, is it buys. It allows them to earn the next 45 seconds of you scrolling and going through the site. Now, you get past that, you get your first bar of social proof. You've got a football player, you've got a firefighter, you've got a pickleball player, you've got a travel nurse, and you've got a special forces and chief security officer banger. Social proof options, you really can't get better than that, to be honest. These aren't random customers, which I do think random customers are great, right? Especially like if you've got personal care products, if you've got apparel, if you've got Marin Skincare, which is like soothing hydration cream, you do kind of want to hear from regular people because of the nature of what they're selling. But when you've Got something that's strengthening cognition. You're basically talking about this David versus Goliath problem. You've got the. It's just. I don't want to say it's stronger because I think they also do have Dr. Testimonials here, which I think are awesome. And we've called that more industrial social proof, which is on a pedestal. This is kind of right next to that. On a pedestal where you've got real people who. There's no question about a football player's mental cognition. They need. There's no question about a special forces or chief security officer mental cognition. They're basically saying if you want your brain to fire as well as a firefighter or a chief security officer, then you should also trust gray matter. Okay. Another section I like is they call out subscribe and save, which I think is great. This is something that I remember doing at Hintwater in 2017 and I just always thought, why not at least explain the subscription program? They've got it kind of all in a text format here. I'd probably turn it into iconography. And then they've got this section which I really like, which let me live.com, they also do on their product pages and I think has been an amazing use of real estate on their website is what happens. You've got the first 15 minutes. And what I also like is the development and how it plays in within the ux. If you scroll as you get to the top of this module, the first 15 minutes is highlighted, you scroll a little bit, then it highlights next 48 hours and DE highlights first 15 minutes. Then it does the same thing for no crash ever. Then week one, then week two onwards. What's cool about this is this. This is cool for a couple reasons. One is. Well, one is you know that within the first 48 hours you will feel something. So it's not like you're buying this supplement. And a lot of times with supplements, you buy it, you try it, you don't feel the effects right away. It's something that you're expected to feel after continuous use and after your body is continuously getting whatever that vitamin is and starting to process it or break it down or whatever it may be. With gray matter, what's cool is they're like, hey, listen, you're going to get a bunch of benefits two weeks after. However, you are also going to get a bunch of benefits in the next four to eight hours. I said 48 earlier, but. But it was literally four to eight hours. Then they talk about no Crash in between getting into the week one and week two, which again is just a nice juxtaposition. It's not necessarily that push and pull, but it is a nice juxtaposition to break up basically what's going on by mentioning. Hey, by the way, there's also no crash because we're plant based and we're using Adaptogens here. Okay, let's go to the. Okay, actually wait, a couple things I want to call out again. This. Okay, so right below that you get to this two carousel product collection here, which is basically the Bright mind starter kit. One is starting at $39.50 and one starting at 78.99. It looks like the images are exactly identical, which might be a mistake here, but I believe it just means that there is one for. Actually let's see here. So if you click the 39 you get half off there and if you click this one then you get. Huh. Yeah. Basically they're both 3950. So I'm not sure why that's there but the thing that I do like here and want to call out is is not that they're displaying two here, but the image. So you've got the product you've got up at the top you've got zero sugar, plant based PhD formulated with icons nicely highlighted there at the bottom it says starter kit includes free shipping 100 plus dollar value. Then you've got the actual product there. You've got on the left side the mixer, the electric mixer with an included stand. And then on the right side you've got some app. It looks like an app subscription. Maybe it's comm or other ship or one of those below that you've got backed by 125 doctors. You know, nice section. You've got a little comparison chart which feels slightly off brand just given the site we've seen so far. And then you've got a nice little note from the founders, from Jim who's the co founder and. Yeah. All right, so let's get into the PDP real quick. So I'm just going to hit the get started button because I know that that's going to the best place they want. Now when you go to the PDP it look like what's happening here is okay, so that image we just talked about is carried over. That's the first image on the PDP page which I love. Now a couple things I like immediately. So they run this 50% off your first order offer which is a banger for supplement subscriptions. I'M only going to say that once because for those of you who hear it and use it and try it, you're going to make a lot of money. Now what they do is they, they mention that offer again, then they've got a bunch of reviews. And what's cool is they don't just write reviews there, you can actually click it and it links all the way down. By the way, to their credit, earlier on the homepage I was mentioning 4.8 because it was, it looked like those stars were hard coded, but their actual score is 4.82, so they're fully in line there. You've got the 50% off call out. Again, you've got the price being crossed out, you've got the option to choose between a bag or Travel Packs, which, wow, Travel packs even also have a very nice setup. If you click Travel Packs, the image immediately changes. Actually all the images in the carousel change, which is nice. That's not always the case with brands. And then you've got this nice highlight of what you get as free gifts when you subscribe and save. It shows you the image of the Frother the Way app. Free shipping and a $5 cash credit. If you were to click one time. It basically just highlights no discount, no free shipping, no free gifts, risk running out. And it also shows you a price of 78.99 versus a subscribe and save is 39.50. Granted, that's only on the first purchase, which is not necessarily written out here, but hopefully it's written out somewhere along the checkout. I know now Shopify, at least in their actual checkout, tells you that it's a recurring purchase and I believe it also tells you what it will recur at. Now what's cool on the left side of the top of this page is, is underneath the image which first of all, the product carousel here, banger carousel, almost everything except the second one is an infographic. And it looks like the reason that is just from my guess is the second image is the default hover state image on the homepage or collections page. And so it's possible they just put the second image as like kind of this big tangerine thing because they want that to show up on the hover state. I would probably just move that to the last one and rewire how that shows up on the homepage so that the last one now shows up on the homepage and you can prioritize the infographics as people are scrolling through the image carousel. Right underneath that you have this Beautiful View Nutrition label button. You click it, it pops up. It actually shows you the nice nutrition label. It's a bit small, but maybe there's a way to, I guess you could just open it in a new tab and you could see it much bigger to the right of that. They did a really nice job making a branded nutrition label. So again, this is a beautifully done kind of like push section in terms of design in the sense that they really go through this and kind of call everything out. Nutrition label on beauty, personal care, food and Bev and supplements. Probably the most clicked button on the page. So it's important to highlight that and make it very obvious. And then the other thing I really love is before you even get to the next section is they've got this Clinician's Choice which Clinicians Choice and Light Labs. These are two vendors that a lot of supplement brands use. And you know, in addition to like running their own clinical trials, which is a separate thing which we've talked about before, we're not going to get into that now. But Clinicians Choice is basically a vendor and you pay them a little bit of money and it's basically a platform. Think like a UGC platform, but specifically for doctors so you can send your product out first. You list it there, you have to get approval, kind of like TikTok shop approval, but like through their medical board. Once you get the check there and your product's legit, then you have the opportunity to send it out and seed it to a bunch of doctors and get their review or their thumbs up or their kind of cosign that your product does what it does. They've got 457 clinicians who have basically given their review and it is without compensation. And the way they do that is the doctors basically make an affiliate cut off of anytime they share the link to the product or they give it to any of their patients. Okay, just scrolling through. I love their. So we talked about this like more industrial focused social proof on the homepage. On the pdps they've got more everyday people looking social proof which I think is great. Right? Because now you're moving down the funnel, you've got the ingredient breakdown again. You've got this bright mind improves cognitive performance naturally section which I think is amazing. This is very similar to that chart I always meant mentioned from the Armor website which kind of shows how the product works, but it's just a gorgeous little chart. You've got a medical advisory board which I think is great and again just kind of shows the Efficacy behind the product. The how bright mind works as four images. I love. I'm a fan of GIFs. I believe these guys used to have GIFs before. Maybe the GIFs just weren't working that well. They were calling causing load issues. And then you've got this reiteration of the starter kit. You've got a reason to subscribe, which is fucking fire, right? There's more to look forward to as a subscriber. Month one, you get this AeroBlend frother. Month two, you get five bucks cash and sample packs. Month three, you get a premium canister. Month four, you get two and a half percent cash back. Month yeah. Month six, you get a capsule shaker. That's awesome. And what a cool way to just show somebody that, hey, if you subscribe, like not only are you buying into us, but we're buying into you. Okay. All ingredients backed by thousands of peer review studied. A beautiful comparison chart. In my opinion, this comparison chart on the PDP 100 times better than the one on the homepage. And then again backed by 200 doctors and PhD biologists. It looks like this is. Yeah, I like this actually. I don't know where it doesn't necessarily say where it's backed by those 200 doctors. I assume it's in the ingredient, makeup or composition. But anyways, then you've got these independent clinician evaluations which is brought in by Front Row MD. You've got FAQs and then you've got these more traditional looking reviews. This is a phenomenal, phenomenal supplement brand funnel. The only thing I would really add is this empty cart state is an opportunity to just put another mini funnel in there. Let's see what happens if I hit one time purchase and add to cart. Yep, it shows me upsells with the shaker bottle, the capsule shaker. It does also give me the option to save 50% and get into a subscription. Once I do that, it shows me I get free shipping and three free gifts. So yeah, that's an amazing site. Okay, I realize we're out of time here. I didn't get enough time to go through more sites, but I do have a bunch of other sites in addition to some of these more kind of like affiliate style funnels which I haven't done a breakdown with in a minute. But yeah, let's save the rest for another episode and maybe I'll just record it today and we'll put it out as a surprise. Or maybe I'll take the rest and put it out in a newsletter. Anyways, I hope you have an amazing rest of your week. I hope you enjoyed today's episode. Probably felt a little chaotic. I felt like my brain was working at 200 miles an hour. Shout out to Gray Matter for doing that. And yeah, have a great week. I'll see you next Wednesday. Cheers. Thanks for listening. We'll be back next Time to cut through the noise on CPG retail and e Commerce. If you enjoyed this episode, why not share it with a friend? And be sure to subscribe wherever you listen so you don't miss the next one.