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Bonjour Millionaire,

Once in a blue moon this feels nice.

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ON THIS EPISODE OF GO-TO-MILLIONS

8 COLLECTIONS PAGES THAT LEFT NO CRUMBS (JUST COOKIES)

A collections page might seem simple. But it should get a DISPROPORTIONATE amount of your attention. Because it does a DISPROPORTIONATE amount of things for your funnel.

It should make customers want to look closer. It needs to be easily filtered - if at all long - and also delightful to scroll. Product images should be good and clear on their own. The hover’s icing, not cake.

Keep it up-to-date, with thoughtfully-curated featured products. Tell me what’s a bestseller or what’s back in stock—I’m easily influenced. Merchandising your collections pages should be routine - with new pages created and reordered depending on the ads you're leading from. If the ad shows red - when they land red needs to be at the top. You understand.

Make it easy to buy now.

This is a visual medium. Share the essential information and then shut up and look good. Do this right, and I (as the shopper) do the rest.

Here are 8 collections pages that understood the assignment…

1️⃣. Aimé Leon Dore

Love a collections page that lets the products speak for themselves. Notice the use of “Refine” instead of “Filter By.” This is fashion, not a spreadsheet!

2️⃣. David Protein

When you’ve only got a handful of SKUs, you can get experimental. Exhibit D: a choose-your-own-adventure collections page with a grid view OR horizontal scroll.

3️⃣. Calle Del Mar

If I could, I’d bottle this color-blocked collections page and take it once a day with food. The dopamine is that good. The fish pullover that’s blue and green being centered between two green striped items and two blue floral items is gonna get me through the day.

This collections page is the homepage. Really crazy stuff.

4️⃣. Oura Ring

If you have 1 product or 1 product with variants, you maybe probably don’t need a collections page. Oura’s sleek PDP does more with less.

5️⃣. Baggu

Question among friends: How do I pronounce this brand? Bag-YOU? Bag-OOH? Regardless, it manages to pack in 2 photos AND preview every pattern without overwhelming me TOO MUCH. It’s not easy to swatch a pattern, but Baggu pulled it off.

6️⃣. Tower 28

Another brand on my swatch list. See it, find your shade, see the price, add to cart, all from the collections page. The direct add to cart is a choice but for the SOS it makes sense. For the concealer, I'm sure more click through to PDP but I understand the consistency. However, would love each CTA to make sense per product and a quick add to cart is hard on concealer.

7️⃣. Casamigos

If you’re shopping for hard alcohol online, you probably need it yesterday. Casamigos makes it easy to figure out not just what bottle you want, but WHERE to get it online or in-store asap, with the option to leverage your favorite delivery service. Always check out responsibly.

8️⃣. Salud

Sometimes more is more. Instead of tucking filters to the side, Salud puts them front and center. The vibrant videos that play on hover make me want everything. My team made this site and I'm so proud.

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That's all I have for you this week!! Until like 48 hours from now lol. I hope you liked, and let me know what you think / what other topics or brands we should talk about. I want you to like it here.

Yours,

Ari

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