8-figure brand lifts conversions 11.4% with top-of-funnel copy on homepage.

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!