🎉 Conversion Party #51: Your best sellers are front and center, right?

Welcome to Conversion Party. This week, we’ve got…

• CRO deep dive: Your best sellers should always be front and center, right?

• Agency spotlight: ConversionWise

• Goings on: Not nothin’

• CRO Hack: Robust filters = More revenue

Let’s ride.

CRO DEEP DIVE
Best sellers should always be front and center

Let's talk about a counterintuitive truth in ecommerce: your best-selling products might not deserve that prime real estate on your collections page.

I know – this probably goes against everything you've learned about merchandising. The conventional wisdom is simple: put your heroes front and center. Show off what sells. Give the people what they want.

But here's the thing: total sales volume doesn't tell the whole story. When we look at Revenue Per Session (RPS) data, we often see a fascinating disconnect between what sells the most and what converts the best. That top-selling product might be popular because you've given it the spotlight, not because it's actually your strongest converter.

Think of it like a busy restaurant.

Just because the house burger is your most-ordered dish doesn't automatically mean it should be the first thing customers see on the menu. Maybe a less heralded dish actually drives higher check averages and creates more repeat customers. Why not spotlight that one in specific contexts.

Let's dig into the data that's making smart DTC brands rethink their collection page strategies, and explore why "best-selling" and "best-converting" aren't always the same thing.

Here’s a quick example to illustrate my point.

Below you’ll see the Callie Sling / Crossbody, the top-selling product at Latico Leathers:

Interestingly enough, though, on a collections page, it drives less Revenue Per Session (RPS) than two other products. Technically speaking, the Callie should be bumped to the second row.

You should run an audit like this on every Collection page on your site.

Now, here’s a second take: Based on thousands of screen recordings, my hypothesis is seeing Best Sellers after a different product yields the most total revenue.

Why?

Let me break this hypothesis down with some likely psychological and behavioral factors:

1. Context and Anchoring: When shoppers see other products first, they establish mental price anchors and product expectations. When they then encounter "Best Sellers," they evaluate them through a more informed lens, having already understood your brand's overall value proposition and price range.

2. Discovery and Validation: This creates a powerful two-step process: First, shoppers explore and find products that personally interest them. Then, seeing "Best Sellers" serves as social proof that validates their initial interest in the brand

3. Decision Psychology: There's an interesting tension at play: When Best Sellers appear first, they can actually create choice paralysis ("If everyone's buying this, should I even look at anything else?"); When Best Sellers appear after initial browsing, they function more as a confidence-building tool rather than a primary decision driver

4. Browse Depth and Investment: When shoppers have to scroll or click to reach Best Sellers, they've already invested time in your store. This investment makes them more likely to:
   Compare multiple products thoughtfully; Consider higher-priced alternatives; Add multiple items to cart; Complete a purchase (to justify their time investment)

So what's the big takeaway from all of this?

Your best-selling products aren't necessarily your best closers – they're your best validators. Think of them as your brand's supporting actors rather than the lead role. They work hardest when they're reinforcing a decision your customer is already leaning toward, not when they're making the first impression.

The data tells us something fascinating: when shoppers discover your best sellers after exploring other products, they're more likely to convert and spend more overall. It's like finding out that everyone else loves the restaurant you just stumbled upon – it doesn't drive the discovery, but it sure makes you feel good about your choice.

This isn't just theory. Our analysis of thousands of screen recordings shows that this browsing pattern – discovering unique products first, then seeing best sellers – consistently drives higher total revenue.

So next time you're tempted to let your best sellers hog the spotlight, remember: sometimes the most powerful position isn't center stage. Try giving your other products a chance to shine first. Your best sellers will still get their moment – and when they do, they'll work even harder for your bottom line.

Good luck this week!

HEATMAP UPDATE
Agency Spotlight: ConversionWise

Our first agency spotlight 🙌 

This week, we’re highlighting ConversionWise, a leading UK-based CRO agency that help DTC brands turn clicks into customers and increase profits.

ConversionWise focuses on maximizing revenue from existing traffic, helping clients achieve significant growth and improved performance online. Some highlights include:

• They’ve worked with 3,500+ brands, including some heavy hitters like Unilever, SlimFast, Lamborghini, G Fuel, and even Lionel Messi.

• With 12 years of experience, they’ve designed more high-converting landing pages than any other agency online.

• Their frameworks are so effective they’re now being used by hundreds of thousands of e-commerce stores worldwide.

Right now, they’re running an exclusive Black Friday/Cyber Monday sale, offering 50% off their landing page design services. If you’re in need of last-minute assets, hit ‘em up!

Interested in being featured? Talk to Carina.

GOINGS ON
Not nothin’…

Building Brand Loyalty in 2025: Strategies for Long-Term Success

Are you ready to take your brand to the next level?

Join us for an inspiring and informative webinar on December 10th at 1 PM EST, where we'll explore the essential elements of building brand loyalty with some of the industry's leading partners: Triple Whale, Gorgias, Raleon, Shipbob, Vervaunt, and Evestar.

This is an event you won't want to miss!

DTCx Ultimate Shopify Customer Journey Episode 12

Black Friday and Cyber Monday are the ultimate testing grounds for eCommerce strategies—unveiling key insights that can shape future growth. This expert-led fireside chat on December 11th at 1pm EST dives into the data, strategies, and tools that delivered the biggest wins during BFCM 2024.

Learn how to optimize every element of your eCommerce strategy for a more powerful 2025.

DTCx Ultimate Shopify Customer Journey Episode 12

This episode of DTCx’s Ultimate Shopify Customer Journey webinar series offers a deep dive into the strategies and tools that top-performing Shopify brands use to create seamless and engaging customer journeys.

We’ll explore real-world examples, sharing proven methods for mapping every customer interaction smoothly and effectively. You’ll learn how to anticipate customer needs proactively and apply actionable tactics to boost satisfaction and loyalty right away.

Don’t miss this opportunity to learn from the best!

Last-Minute BFCM Strategies to Maximize Shopify Sales

Last-Minute BFCM Guide for Shopify Brands delivers high-impact, quick-win strategies to enhance your performance. From competitive analysis to audience growth and site optimization, this guide equips you with essential tactics for peak-season success. Gain insights from adQuadrant and top Shopify partners to implement powerful adjustments right when they matter most.

Download now to access practical tips for boosting results and driving immediate value this BFCM!

CRO HACK
Don’t sleep on filter updates