Hi there,

Happy Tuesday! Today we'll get into one big mistake that lots of DTC brands make: not showing a diverse selection of their product range on their homepage. 

Why you should showcase a diverse product selection

The problem: A common issue among DTC stores is failing to showcase a diverse selection of a brand’s product range on their homepage. 

Why does this matter? 

• Studies by the Baymard Institute have shown that the first action of most first-time site visitors is to scroll through a brand’s homepage to assess the product offering.  

👉 If your store doesn’t show the full scope of what your brand has to offer, visitors are less likely to find what they are looking for. 

How to fix this: 

• Select a representative array of your products to feature on the homepage.
• The goal here is to help visitors get an understanding of what is in your product catalog.

For example, Pipcorn Heirloom Snacks offers a variety of corn-based products.

• On their homepage - they’ve used both their main hero image and a list of products to showcase the depth of their catalog.
• This showcases 6 out of 8 available flavors and 3 out of 5 product types.
• Baymard recommends that brands with smaller product catalogs showcase at least half of their offerings.

Key takeaway:

Remember, your homepage is the first impression that visitors have.

Make it as easy as possible for visitors to understand WHO you are and WHAT you sell.

This week's reading list

Stay in the loop by reading this week's latest news & resources👇

🛒 TikTok Shop roll-out is stalled in the US 

🔧 22 Free web design tools from Spring 2023

💰 Amazon releases Buy now, pay later feature 

💼 Vinted CEO says they’re technically IPO ready 

🍋 Lululemon Q1 revenue up by 24% to $2.0 billion

📈 US Retail Ecommerce Marketplaces Forecast 2023

💵 Shopify launches Shop Cash with +$1 mill giveaways

💄 The Beauty Industry’s fastest-growing channel is eCom

🚀 Instant Commerce launches no-code page builder waitlist

Stats of the week

→ 35% of retailers aim to add a more personalized digital experience 

→ 37% of retailers want to use rewards programs to strengthen customer loyalty

→ 34% of retailers are interested in adding more payment options

Source: Square - The Future of Retail Report: 2023 Edition

What I'm up to

📘 What I'm reading: I believe curiosity is a superpower. As I’m finishing up the book, Indistractable by Nir Eyal. I took away another great lesson which I really agree with “The cure for boredom is curiosity. There is no cure for curiosity.”

🎙️ Topics on my mind: What is the best way to fund your startup? Coen and I give our take on going the venture capital route versus bootstrapped. 

Until next time! ⚡

Sam van Hees

Founder & COO at Instant