1. Design is hard to get right, easy to screw up. As a rule don’t have more than two fonts. You can differentiate with different weights like bold or italic, different font sizes and colours can all help differentiate.
2. Same with photos, try to get the same angle and background, but be consistent. Do all white background Amazon style photos or lifestyle photos.
3. Walk through your store the way customers would. Do you need to close out multiple tabs and popups to view the merch? I talked about it with Philip Jackson a few months ago, but there is good friction and there is bad friction. Don’t overlaod your customers with bad friction.
4. Be familiar, but original. It’s getting into the holiday season, and there are always ads like ho-ho-ho hold the payments. A coffee website used this tactic to do ho-ho-hold the sugar as a way to be timely and demonstrate and value of their product.
5. With inventory shortages, make sure you’re not featuring too many out of stock products too far up. Some can help you establish social proof, but too many just gets frustrating for customers.
6. One of the biggest hiccups is anything that takeaway trust. It’s not just dropshippers, but things that aren’t consistent. The only question you want your customers to ask is “how badly do I want this?” Not do I trust this company with my credit card.

Mentioned in this episode:

Triple Whale - Whale Mail