Hey everyone. Scott Austin here. And in this episode, I want to cover a brand that's on Shopify that I discovered recently because they targeted me with an ad. If they found me on Instagram, I'm totally in their target demographic, and I clicked through the ad and landed on their landing page. And, you know, I saw what they were doing was really interesting and compelling.

They do a lot of things that I like. They do a couple things that I'm not a fan of, but I wanted to share that with you and just walk you through it so we can learn from them some of their best practices, and maybe also learn some of the things they're not doing as well, and maybe as we talk about it, you'll see some things.

You're not doing well. They're purposely not doing well, maybe deceiving their customers a little bit or not revealing the whole truth might be a more tactful way to say that. So I'm just to walk through this one page is one product.

explain to you what I see as the pros and cons.

Now, I also, if you listen to the audio version of this, have an accompanying video that'll be linked to in the show notes.

If you want to watch.

And like I said, I was on Instagram. And remember, I'm a 59 year old man, six foot three and 250 pounds.

And I saw an ad about, you know, comfortable shirts, you know, for older guys basically. And it was guys, you know, closer to my age, you know, not 20 something, you know, ripped guys, guys that look their age wearing these shirts and smiling kind of thing.

I'm like, oh that's interesting. Let me click on it. And it took me straight to a product page, which is the first thing I was surprised by, right? I would have because they're doing so much advertising and I say they're doing so much advertising because I've seen so many of their ads on Instagram. Of course, once you click on one, they're going to retarget you even more kind of thing.

So it's self-fulfilling prophecy. But it looks to me like they're spending a lot of money on advertising. So I'm surprised they didn't have a dedicated landing page or what. We do a lot with our clients. We may have it straight on the product page, you know, land there, but we'd have a template that was unique for that ad campaign.

So let's say you were targeting, men, you know, in their 50s in the United States. You might have a different experience than if you were targeting men in their 40s in the UK.

Like for example, you might in the UK, one show people in London, in the U.S., one you might show them driving a pickup or whatever.

And just make it a little bit more contextual. So I was surprised that they're using their single product page without any templates as their ad landing page, but they've also designed their product page to very much act like an ad landing page. There's a lot of information on it, so I can see why they do it.

if I was spending as much money as I think they're spending on ads, I would customize that message even a little bit more

depending on who they're talking to.

You know, even here in the United States, I might

have a different ad for people in Texas than I do for people in California.

But if we look at the page, you know, the first thing I see is a phone number,

a six, four, six area code, which I'm not sure where that is. Let me just look it up right now on another screen.

That's Manhattan. Okay.

their phone number is out of New York City.

All right. And then below that free worldwide shipping. That sounds nice. And 300,000 plus happy customers. That's a fabulous number. And they do a really good job with social proof throughout the whole experience.

So the 300,000 is obviously a big number. You know, I'm sure that goes up every once in a while when they hit a milestone kind of thing.

But I like that social proof and the free shipping right at the top

to target people with that messaging that's really resonant for them.

Now, the next thing I see is the product image,

and they've got your standard, you know, almost flat white background. I call Amazon Photo as the product image for the default color of espresso.

And it says there's a little icon on the image.

It says 30 day wear test guarantee.

Now I'm going to talk about that in detail right here, because the first thing I found that seems kind of deceiving to me, and it says right here where test guarantee. Right. But if I go down to, oh, let me just show you a couple other places on the page, they do this.

There's another logo that says 30 day trial.

And then there is an accordion that says 30 day trial. And here's what it says

30 day money back guarantee. We love our products and are confident you will too.

That's why we're offering a 30 day risk free trial. If you're not in love with your order, we'll give you a full refund.

Sounds like I can wear the shirt for 30 days, right? That's the way I interpret that. Especially when it says wear free in the icon up on the product image. So if I scroll all the way down to the footer

and click on their refund policy,

here's what it says.

Returns for unwanted items.

We offer a 30 day return window from the date your order is delivered. To start a return or exchange, please contact our support team first at email address

for approval and instructions.

Returned items must be unused, unworn, unwashed and in their original packaging.

to me,

that is not the same policy that's being delivered on the product page. Now, I don't know which one they enforce, but that inconsistency causes me some concern, right?

And the only reason I know this is I was reading the reviews and someone brought it up.

So then I went, you know, and did a little more digging.

And remember, I also said that

they're showing a six, four, six area code. New York City,

in the header. But their return address is in the United Kingdom,

and you have to pay for the returns, which doesn't sound like hassle free to me, because they also have an icon for hassle free returns or easy returns.

And the returns don't sound easy. You got to

email them first and then they give you information. Then you have to pay for shipping to UK,

which you didn't realize if you were just looking at the website because nothing about it says UK.

Although do they actually

okay, they still harbor gray with the you. So there's, there's the the Queen's English in there.

did think that was a bit disingenuous if they enforce it. So I don't know if they enforce it or not. I'm just looking at the words on the page.

back to, you know,

rest of the experience because most of it is really positive, right?

So they've got a large product image gallery, lots of photos.

You know, different colors, you know, because there's 6 or 7 different colors you can select from. So they've got, you know, the imagery in each different color.

And that's all nice. But one thing happens is when you change colors, it doesn't filter to just that color in the in the image gallery.

So you know, there's,

you know, a dozen or two,

images in the gallery, what I like to do.

And some teams do this automatically. Other themes don't. So you have to get an app to do it. But like when you select the color sage green,

then you'd only see the sage green imagery inside of that gallery.

the photos are nice. You know, you can see the person wearing it and, different angles and stuff.

Now, one of the things they don't do, which I like to see,

is saying, you know, the size of the model, like, you know, this guy is six foot one, weighs 220 pounds and is wearing a size extra large or something like that.

So you can get a feel for the sizing because sizing is so important when you're buying products online, especially once you realize that to return it, you have to pay for shipping back to UK.

If you're in the United States.

Now, at the top of the product form, next to the imagery, they have social proof. So they have a review.

My go to shirt been through 20 washes and still feels brand new. A six packs a solid deal. John a

us.

So once again, I'm getting the feeling like this is a United States store.

And I'm in the United States, as you guys probably know. And they targeted me an ad. So, you know, it's not

unreasonable for me to assume this is an American store.

And the only reason I bring that up is the whole shipping to UK thing. Really,

annoys me

because they're not as transparent about that. You know, they talk about this great refund and return policy, yet,

you know, you're gonna have to pay to ship it all back to UK, which is a lot more than if you're paying for shipment inside the United States.

And the image of the guy, you know, he's he's a guy more my age, my size. You know, he's not some 20 year old fit model. So in the social proof they bring up, I really like you know, they know who they're targeting.

And it's people in in in my, you know, my demographic.

And they use imagery of those people.

Their models are a little bit younger. They're not 25 years old, but, you know, they could easily be 38 or 40.

But the actual

social proof images they use are people that are, you know, much, much closer to my age.

And then

below that it looks like judge me. Reviews rated 4.8 out of five from 2704 reviews.

So love that number, right? It's a good high number

2700 reviews for this product.

And then the name of the product is Capri Men's Ultra Comfortable Polo Shirt.

And then they show

going to go to

the

default experience here and see what they load up.

Okay. So I've just, you know,

remove the variant selection from the URL and refresh the page.

And it shows, oh they oh it changed on JavaScript okay. For a second there it showed the price as $59. But then it just shows us at 23. So this is what they do. That's really, really interesting to me.

They allow you to buy one of these shirts for $59. You're like oh $59. It's kind of expensive, but

if you buy a three pack,

they're only $29 each,

which is, you know, about half the price.

And if you buy a six pack, they're $23 each.

and they've got a, you know, a grid selector, you can choose $59.

Or if you select the $29 each, it'll show three of them. And you can pick the size and color of them.

And that control is really nice. So if I say, oh, my size is XL, it changes all three of them to XL.

I can override that, but it aids that for me. And then I can select the three colors that I want. And in there it says, you know, $29 each. Save over $183 in this three pack bundle. Each shirt is $29. So the price each is really, really powerful, right? If they had said $87, which they say, which is, you know, three times 29, I'd have to do math to figure out what, what's my procedure, because I know the price for one is 59 how much my saving.

And instead they just tell you, hey, the price each is $29. Who wouldn't buy three of them for $29 instead of one for 59, it's an extra

30 bucks and you get two more shirts, right?

So I really like the way they do that. Now.

One of the things they do that I'm not a fan of and a lot of especially clothing brands do this a lot

is

if I click on the $59 or the price for one of them says $59 each, it shows the crossed out price, the compare that price as $90,

And.

Like I said, I've seen a lot of clothing brands do this, and they always just jack up the price and say, oh, you know, it's 30% off today or 60% off this week, that kind of thing. And they create an artificial sense of urgency like that sale is going to go away and it never does. Now on this page, I don't see an artificial or a real sense of urgency.

There's no countdown timer, there's no sale ends, you know, kind of promotion.

But they're doing that whole,

you know, this is actually a, you know, $90, shirt. But today it's only $60 kind of thing. It's 31% off or 34% off.

Like I said, I'm not a fan of that because it's very disingenuous because, you know, I first saw this site probably a month ago now,

and it was the exact same thing.

So it wasn't like a temporary sale type of thing.

But

it also works. It definitely makes people, you know, frame things a little bit differently,

because now when I get down to that $29 each, right,

it's, you know, save over $183 at full price at $9 each. That's $270, but you're getting it for only $87,

And then if we go down to the six pack,

that's $23 each.

And so that total cost would be 540 at 90. And it's only 138. So it looks like, you know, it's 90% off kind of thing.

Now they are doing the quantity discounts. Those are real you know, price breaks.

They're just,

you know, padding it with that extra, you know, $30 by jacking up, you know, the the full price at 90, which they never sell it at 90.

But like I said, it's a best practice. Most people do

now. They also in this box it explains the, you know, $69 each, $29 each, $23 each.

They also say which ones the best value. They highlight that which is really good. And the best value is obviously the $23 each.

But they also have and this is one of those artificial things I'm not a fan of.

It says low stock.

So that's where they're creating an artificial sense of urgency. Oh, if you want the six pack bundle that's that's low stock right now. You better jump on it kind of thing.

And from what I can tell, that's always there. Also

now in their add to cart button,

they actually say add to cart and save $402.

So instead of showing the price in the add to cart, well, most stores don't show anything they add to cart, but add to cart.

They're showing the savings, which is, you know, they're just reinforcing the the value proposition of Buy more, save more, which is the main reason I wanted to point this,

you know, store out is because they do it so well.

When you land on the page, they just drive you to that, you know, $23 each.

you don't want to do that. You know, I, I doubt anybody's buying the $59 one.

Because the price for the three pack is so much

incrementally,

you know, small compared to the full price.

And they also have,

a size guide,

which is, you know, always important.

Now it says, you know, true to size, their size is actually pretty complex. You click on the size guide link and it brings up a modal. And there's a size guide that shows you for each of the sizes what the chest size is. They show you how to measure. Now they do the how to measure in

text.

What would it help them a little bit. This is, you know, a small nit picking point

is have a little image that shows you know, where on a guy's chest you you'd measure with a tape measure kind of thing.

And then they have more information, which is basically,

customer support thing,

but it's nice that they have the size guide

and they say it fits true to size based on customer feedback.

like, for me, I wear size 13 wide shoes.

And, you know, like most 13 shoes don't fit me at all because they're not wide enough kind of thing. And that's that fit when I'm buying shoes online really helps me have confidence when I'm picking shoes.

Now, we talked about the add to cart and save,

$2 button right below that.

They have more social proof. These guys do a lot of social proof, which I'm a big fan of. Right.

Already we're ready to add to cart button and we've gotten, 1 to

3. If you include the size guide for elements of Social proof. And this one says worn by Joe, Nate and

16,914 others. So even though they had,

2700 reviews or whatever that number was.

Yeah, 2707 reviews, they've actually sold 16,000, almost 17,000 of these shirts.

Now would be interesting is seeing how often that number changes if it's actually dynamic or not

for changes daily or something like that. I hadn't noticed that before.

And then below that they've got some trust badges, one for free shipping. That's a good value. Prop

one for 30 day trial and then one for easy returns.

But those don't link to anything.

And they've got information about the trial, which we talked about already.

they've got information about the returns, but they don't link to it or have a modal on it.

And below that they got the pay buttons. I, I'm not a fan of the pay buttons. I know a lot of stores put it up there.

I just think it wastes space. But that's just me.

And then below that they've got an accordion with lots of information on it, which is nice. The first one is the description,

and I love how they open up on this. Right. So the description, the first thing to say

these are the most comfortable shirts you'll ever wear.

know, that's a pretty bold statement.

But that's strong marketing right? They didn't start off with a spec like,

know, this is 60% polyester or 40% cotton. You know, blah, blah, blah. Like most clothing

is

of garbage descriptions, especially the dropshipping, stores, because

they just use the

specs that come from the vendor.

But here they're actually marketing their shirts, right?

And then they talk about breathable stretch knit fabric, soft touch, wrinkle free finish for all day comfort,

tailored athletic cut that moves with you.

So they're

talking about their product.

then below that they've got the sizing again in an accordion.

And there they just summarize it. They don't have the table or anything like that. They could have here put a link to the table modal again. But they didn't.

But you know, they say fits slightly small. Now here's the thing.

Here's this fits slightly small. Please size up if you prefer a looser fit.

168 customers agreed. This shirt fits slightly small if I scroll back up to the modal that we talked about before,

where the size guide is, it says true to size,

and there it says 136 customers agree. So

their content

is not congruence, right.

They disagree with one another. So this is one of those things

that makes me think

that this is one of those brands. This may or may not be true, right? This is just how I feel when when seeing these details, right.

It says one thing in one place, the exact opposite, another.

A I'm thinking this is hard coded, right?

It's not dynamic information.

So I'm not going to trust it as much. Just like I talked about that

1000 or 16,914 people have purchased this.

If that doesn't change, when I come back tomorrow, that's assigned to me. They just coded it up to look good, not actually be driven by data.

So the fact that in one place they say true to size and

other place it says

fits slightly small are

not happy about that at all.

And then shipping information,

they talk about,

their shipping and how long it takes. It actually takes quite a bit of time. USA and Canada, 7 to 20 days.

UK 8 to 14 days.

So it's good they actually tell you it's going to take some time,

given how spoiled we all are by, you know, Amazon same day shipping.

And then they talk about their 30 day trial again.

And you know, it says here at 30 day risk free trial, if you're not in love with your order, will give you a full refund. But their refund policy does not agree with that.

So

cause for concern

and then they start doing some marketing,

of the shirts and they get a nice photo of got all these different colors on a hanger

and says unforgettable comfort

that last all day.

Capri shirts are designed just for men with tailored athletic cut and ultra stretch fabric. They deliver all day comfort without the killing.

Thousands of men say it's the most comfortable shirt they've ever worn, with body sculpting stretch, breathable knit, and a fit that moves with you. It's comfort that feels custom made, so that's really nice marketing.

And then they talk about premium materials.

Nice other nice photo. Wear it on any occasion. Capri shirts let you do it all from morning meetings to weekend plans. You'll always look sharp. Why? Because they work for every occasion.

So. And then you have some more marketing about that. But it's nice that they're saying, hey, you know, these are pretty versatile shirts. Here's how you should be wearing them.

And then they have another piece of social proof. So they've got a review from someone,

Nate H from London.

Lovett. Comfortable, durable, lightweight, the perfect shirt for work. I highly recommend.

And then below that, they've got over 300,000 happy customers. So that's the brand. 300,000, right. We saw that also up in the header.

But now what they do is you remember this page is a landing page for an ad,

And normally what I tell my stories and we build them out is I don't want to see you may also like on a product page.

the reason for that is

if you

build a good shopping experience in your store

and you're making decisions one step at a time, you should have confidence. When someone gets to the product page, they're on the right page.

But here, because this store's a landing page, you're using this product page as a landing page.

I don't have confidence they're on the right page.

Right. Because maybe

they clicked on my ad

and interest in the. Sure. But something about that sure didn't appeal to them. But maybe the brand does still. So here

they do. The you may also like and they show their shoes.

So

I wouldn't do this on a normal product page, but I like the fact they did it on a product page and it's acting as a landing page for heavy,

ad traffic.

Because maybe, you know, I haven't sold numbers on the shirt, but maybe the shoes catch their eye. And I like the fact a completely different product.

Right? It's not a shirt of a different style. It's like, hey, we also have shoes. Maybe you're decent shoes instead. Today.

And then below that they've got an FAQ. What size should I buy now? Here, our polo shirts fit true to size. Pick your regular size. This is the third time they've talked about sizing twice. They've said true to size once they've said small.

Right. So that once again, not happy about that all.

What is the return policy? We offer a 30 day return policy on all purchases made through our website. If you're not completely satisfied with your polo shirt, simply contact us to initiate the return process.

Nowhere here does it say I'm paying for shipping and that it's going to UK, so I'm not a fan of that.

Do you ship worldwide? Yes, we offer free international shipping to many countries,

and then below that we've got 2707 reviews.

Like I said, I think this is a judge me review grid. It might be someone else's.

And here

I think they've selected what reviews are showing up here.

Because this has been the same reviews for the past few days and they don't have dates shown.

Right? Normally what I do with,

reviews

is

I make them, you know, show by the most recent date so people can see. Oh, someone just, you know, reviewed this today. So people are actually buying this kind of thing.

What they've done here, and I think they did a really good job with this

is they took the dates off,

and then they

manually selected the reviews that are the best or the ones they think are the best for their audience and are sharing those.

So they always show up at the top

And I'll read a couple of these to you because they really work for someone like me, their target audience. Right.

the first one is at 58, it's tough finding shirts that make you look like a sack of potatoes. Oh, they don't make you look like a sack of potatoes.

This one fits right in the chest arms and just floats past the stomach. Feels good too.

So they got the age in there, right? And they're targeting people around my age in their ads.

And it talks about the fit and all that kind of stuff. The next one is honestly, I didn't expect much, but this shirt is smooth as hell, fits great on my shoulders, and doesn't highlight the belly.

I already bought two more right there. What they're doing is they're getting you to think, oh, I should buy that three pack. I'm not going to buy one. I'm going to buy that three pack. The next one, I'm 62, six foot two, 240 pounds. Right. 59, six foot three, 250 pounds. I'm like, that's me, that's me. Right.

So I'm already resonating with this person, right? And I've never had a shirt fit this well off the rack, doesn't cling to my gut. And my wife said it makes me look like I've been hitting the gym. I haven't.

Next one. This is my fourth one. Wear them almost every day. Once again, they're getting you to think about

buying more than one.

Buying the three pack, buying the four pack.

Next one I'm 63, 250 and it fits perfect. Hides gut, but not baggy.

The next one didn't think I'd like it, but man, it's comfy. Fits right in the arms. Not too tight, just enough to show you still hit the gym sometimes.

they have a lot.

I'm going to read a couple more because I think they did a really good job picking the reviews.

Not much to say. Hides the belly. It makes my shoulders look good, materials light and doesn't cling when you sweat.

Been through four washes. No shrink

the next one. Usually I wear just cheap polos from Costco, but this thing is way better.

Lightweight, cool even in humid weather. Look sharp with jeans or shorts. Well, buy again

so you can see what they're doing here

is they're picking the reviews and I assume they're picking real reviews, right? They could have fake these I don't know.

But I'm assuming and I'm going to

explain why for a second. I think they might not be picking real reviews.

These could be fake, right. And the reason I say that

is they all are grammatically accurate. They all have consistent spelling, and they all have consistent punctuation, right? When you look at real reviews,

you know, people have, you know, abbreviations, emojis, all caps, you know, no caps. Oh, there is one here. I'm six foot three, 250.

You didn't capitalize. I'm and didn't have an

battery. So that actually makes me think they're more legit. Right. Just seeing that one inconsistency. But it's the only one I'm seeing right now.

their reviews are perfectly match their marketing message that the delivering on the page.

And that

shows two things, right?

One is

the customers are resonating with the marketing value props that they're delivering, and the other is the exact same thing the other way.

The brand is listening to what customers care about with these products and putting that in their messaging. Now, you know, I don't know which is the cart, which is the horse in that situation,

but it's really nice when you look at a store and their reviews say the same things that

the brand says, because it means the two are in sync, right?

So those reviews really, really well done. And

because people are, you know, in these reviews, people are seeing their ages, their heights, their weights and that kind of stuff.

It makes me realize you no, this product is for someone like me, as opposed to if I was reading it and it was like, hey, I'm 28 years old, 125 pounds and five foot six.

I'm like, no, these shirts aren't made for me kind of thing.

So good. Really good job with that.

And then below that, they've got their worldwide shipping icon, 30 day trial icon, and easy returns icon. And that's the end of that page.

Now one of the things they don't have on this page, all they do

at the at the footer as I scroll down there is a button to choose a bundle.

It takes me back up to the product form. So that's nice, especially on mobile.

form for the selecting, as I said before, is nice and compelling. I'm really happy with what they've done there.

Now, the last thing I want to look at here is their about page. Right. So let's say I click on their ad, I read all this, I'm like, oh, I'm going to get a six pack of shirts.

They're 23 bucks each. It sounds like a great value prop.

Who am I buying this from? Right.

So I'm going to click on their About us which they put in the header. I normally don't put about us in the header but they do. Let's see if it's also in the footer.

Yeah they have it in the footer also.

But I want to click on the header link about us.

So about breeze the name of the company is breeze. I don't even think I said that earlier.

And they're

URL is where Brisco. Right. So it's not dot. Co.Uk bucko

and it says about breeze. Welcome to breeze the home of outrageously

comfy apparel. I like that bold statement they're making.

also provide the most comfortable men's shoes in the world, if we say so ourselves. Right. So it's kind of friendly. Kind of nice.

But the rest of their,

about page is not good, right? So it's just a couple paragraphs of text. I'm actually going to read it. Right.

shop outrageously comfy.

We believe that beautiful shoes shouldn't compromise comfort, and we think these shoes are the most comfortable money can buy.

Our journey began with a simple idea to provide outrageously comfortable shoes.

Fast forward three years, and now they're loved by over 300,000 plus men around the world.

We believe that good looking shoes should be comfortable, enjoyable, and just really great to wear.

We pride ourselves on being able to deliver an excellent customer experience

every single time. After all, without you guys, we wouldn't be where we are today.

So. And it says, you know, your shoes.

So here

now I realize they started out as a shoe company

and they're expanding into other men's stuff, which is totally fine, right? Once you get good at something, start building up an audience. And if they're all about comfortable shoes, then you start building comfortable clothing. That makes sense to me, but they haven't updated their page. It still talks about shoes, right?

And the other thing is

they didn't talk about them at all. Right. What I like the about pages

is about the people,

and I deal with mostly small brands. So, you know, the people and the story of the people. Super important.

This feels to me like a

commercial company, a large company that's just like,

all right, we're going to start creating products and build a marketing engine,

have some funnels and start building and building and building.

There's nothing wrong with that.

But

why don't I see any people on this page? Right. If it's not a small, family owned business

and it's, you know, a larger corporation, you can still show the people that are there and talk about them.

also doesn't say

that they're in the UK.

I'm assuming they're in the UK because

the,

policy said you have to return it to our UK return center, but that may or may not be the case.

So I know nothing about this company. Right. This could be some company that you know, is exempt from a place that I don't want to do business with. It could be they have values that I'm not in sync with. I have no idea. They're not putting any information about themselves at reveal anything out there. So that in an enemy means that no one's going to dislike them.

But it also means that no one's going to like them for who they are. Right? And I think that's a lost opportunity for most brands, but they also may be the kind of brand I get the feeling they're a highly commercialized, highly monetized brand that,

know, this company's just coming up with new products and, and running it through their ringer or just, you know, pumping it out, pumping it out, pumping out,

versus a small brand, you know, family owned, small, small business that cares and is building trust in that kind of stuff.

And they're about page definitely, definitely makes me feel that way.

So that is the,

review of this store. Like I said, I think they're doing a lot of things amazingly well.

I get the feeling more after

sitting here and walking you through this, that I don't trust them. I feel that more now than I did when I looked at them initially, just because I'm nitpicking everything and going to all the details, and I'm seeing just these few little things that really make me go, these guys are just probably kind of scummy and pumping things out.

Right? But I could be completely wrong in that,

Because they're doing so many things so well and they've got so many. You know, sales and reviews and all that good stuff.

If they just eliminated those things that make me a little bit confused,

that could really elevate this brand to the next level.

So that's my review of,

Frisco.

I will include a link to this page in the show notes. And thanks for listening.