When brand story hurts conversions (and how to fix it).

Move copy below products on collection pages for quicker shopping.

Because faster access to products means faster conversions.

For fashion brands especially, product-first layouts tend to perform best.

We tested this by moving hero copy below the product grid on a fashion brand’s collection page.

The original layout had an expandable story paragraph above the products to set the tone.

But on mobile, it pushed items so far down the page that it slowed browsing.

Switching to a products-first, story-second format increased mobile conversions by 8.2%, with a 6.9% lift overall.

Here’s what we learned:

Shoppers don’t need your brand story to start exploring.

They need immediate access to products so they can begin scanning and comparing.

Save storytelling for the product page once the customer is already interested.

That’s where narrative builds relevance, reinforces value, and nudges them to buy.

✨ Takeaway: Make products the priority and move your collection copy down to get customers shopping quickly.

Try it out!