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Bonjour Millionaire,

Not to be like this, but it’s my half birthday. One day I hope not to care but until then I hope Daniel gets me a present.

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Sponsored by Shopify

This is me, making sure you didn't miss Shopify's GUIDE TO AGENTIC COMMERCE.
Because just in Q1, orders from AI searches on Shopify grew nearly 13x.

The good news if you're on Shopify: eligible products are already listed in Shopify Catalog by default.
Your mission: understand a) which are "eligible" and most importantly, b) how the robots pick for shoppers.

Shopify's (ungated) guide walks through all of it:
✹ How a candle listed as "home decor" ends up recommended as a Mother's Day gift
✹ Why some products get overlooked
✹ A free audit tool that checks whether AI shoppers can read your product pages

What the robots think of you is existential now. Go make them say nice things. 🤖

LEARN HOW AI PICKS PRODUCTS

ON THIS EPISODE OF GO-TO-MILLIONS 

On Sunday I told you that overall traffic is +18%, but orders are up just +1%. That gap lives on your website. And, in the consideration phase, which we are all in now that it’s October-eve.

So here are 11 sites doing something I'd copy before BFCM. My suggestion: pick 1. Test it before Halloween. Goals are healthy!

1️⃣: Kemo Sabe: gifts that get people into a luxury brand at a lower price, with free monograms. They’ve curated a whole “Brandable Goods” section with items from $35 to $145 (can coolers, a $75 luggage tag, a $125 passport holder). All eminently giftable, while also giving newbies a cheaper taste of a pricey western brand.

2️⃣: On’s AI assistant that handles questions before AND after purchase.

3️⃣: Quince has been running their "BEYOND COMPARE" table since the start, because it works. They put a $50 cashmere crewneck next to J.Crew at $148 and Everlane at $178. Then, under Add to Bag, a delivery date and a countdown clock to hit it. Price anxiety AND arrival anxiety, ✨assuaged.✨BTW, I don’t have to want to shop a brand to know when something is smart. This is that.

4️⃣: Uncommon Goods is selling December in September. They get my official “be early” award. Advent calendars lead the homepage ("already going fast"), and the nav already has for her, for him, holiday gifts, advent, etc. The gift shop is OPEN. In September.

5️⃣: Aesop is throwing in a free 2mL sample with selected perfumes, so you can "smell before you settle." Fragrance is 1 of the scariest gifts to buy as a gift unless you’re really sure. This makes it easier. (Ffern also uses this technique.)(Also obsessed with “and generously sized”, maybe em dashes are okay sometimes no just kidding I still hate them)

6️⃣: Glossier puts ENGRAVE IT right on the product card. You know it's a gift before you even click. 3 sizes and some discounted bundle options are both additionally clever for gifting. Again, I don’t need to want to shop a brand to think that they did something smart worth learning from.

7️⃣: SKIMS shows us a way to build a list of superfans before the product exists on the site, with their "COMING SOON" module with 1 button: Get Notified. An excellent option for teasing your holiday collection & a lightweight way to be early. Almost everyone does this. Which is why I’m reminding you to try.

8️⃣: Parachute teaches before it sells. "Shop by Shade," plus a Fabric Guide that asks, "What Fabric Is Best for You?" Your gift buyer does not know percale from linen. Parachute fixes that in 1 module. I worked on this website!! It’s great IMO.

9️⃣: Rhode's promo bar: "GET A HIGHLIGHT MILK SAMPLE IN YOUR ORDER <3". The <3 is doing SO much work, and then you have the double-whammy: a reminder that this little freebie won an Allure award. If you’ve forgotten to flex your badges or other outside credibility in appropriate places, this is your sign. <3

🔟 Brightland. Speaking of external validation, look at their little scroll of publications. Plus, "OPRAH'S FAVORITE THINGS." "ALMOST GONE." "Perfect for trial." on the product cards. IMO, this can be too much and a few are better than a lot. If everything is badged than nothing is badged but it’s a good example of what’s available to us.

1️⃣1️⃣ . Graza has a scrolling ticker of olive facts, No Q4 lesson here. Personality converts too. Source: me.

Sponsored by Audiense

Could I recommend this event about prepping your ads for Cyber before you leave?

Such a great convo: I talked to Andrew (Head of Media Buying @ Thrive Causemetics) and Chintan (CPO at Elevar by Audiense) all about what's working in creative strategy, and what you (you specifically!) should be doing to prep your ad accounts over the next 2 months.

If you missed it the 1st time, this is your chance.

GET THE RECORDING

EVENT OF THE WEEK

This Black Friday I'm going all-in on this 1 channel. You should too, but I fear you aren't.

Join me on 10/8 to walk through what I'm doing before Cyber Week so you can steal whatever helps.

$5k in credits on offer, too <3

GO-TO-MEME

I’m in San Francisco and it reminds me of my law school days and I’m glad to be here not doing that!!

Yours,
Ari