31 simple errors quietly killing your DTC store’s revenue

Happy Thursday!

It’s still raining here, but I’ve got some exciting insights to clear up your morning.

In today’s newsletter,

• Become aware of 31 simple mistakes that might be hurting your DTC store’s sales

• Drew provides a detailed analysis of E.L.F.'s $1 billion acquisition of Rhode

• Join this workshop and learn how to build customer loyalty that lasts

• Listen to our latest podcast on How Paul Sherratt stuck to his niche and got 71M+ views on TikTok

• Wrapping up, learn why Google’s new try-on tool is wild

This issue takes 4 minutes to read.

Let’s dive into it👇

Conversion Optimization

31 simple mistakes that might be hurting your DTC store’s sales

I just found an article that made me double-check my own DTC store.

Turns out, small UX slip-ups and overlooked details are quietly killing conversions everywhere.

The worst part? Your visitors sense it…and quietly bounce.

Here’s 3 mistakes that hit close to home:

1. Use Microcopy Effectively

Instead of bombarding visitors with in-your-face visuals, subtlety is key (note the “back-in-stock” microcopy in gray)

2. Better Product Descriptions

Neat content blocks. Call-outs of benefits. A great mix of features & benefits is what it takes. 

See how Billie includes “how it works” in their product descriptions

3. Use Price Anchoring To Persuade

Price anchoring is an extremely persuasive pricing strategy, that shows the discount after applying it—note how it’s done here

These are just 3 out of 31 mistakes most DTC brands make without realizing it.

Read the full list of 31 ways to improve your DTC store’s conversion rate here →

From the feed

E.L.F.'s $1 billion acquisition of Rhode

E.L.F. is buying Rhode for $1B.

What’s impressive: Rhode’s only 3 years old and did $212M in sales. That’s a 4.27x multiple.

If you're in beauty or building to exit, this thread is a must-read.

Read the full thread →

Retention

Build customer loyalty that lasts

Join Loyalty Connect from June 10–12 for 3 days of expert talks, brand strategy, and forward-looking insights—just 2 hours a day, free and virtual.

Here’s what’s coming up:

🔹 Day 1: Why loyalty has never been more urgent

🔹 Day 2: Fashion & beauty loyalty glow-up

🔹 Day 3: The future of retention + LoyaltyLion updates

I’m tuning in—it’s easy to fit into your day, and packed with value.

Podcast

How Paul Sherratt stuck to his niche and got 71M+ views on TikTok

🎙️ Did you catch our latest podcast? Paul Sherratt shares key insights!

In this week’s DTC Daily episode, we sat down with Paul Sherratt, the founder of Glove Glu, who turned a goalkeeper grip spray into a global brand and TikTok sensation. From lockdown pivots to 71 M+ views, Paul’s story is a masterclass in staying niche, showing up, and sticking to what works.

Top Takeaways from the Episode:

✅ Why niche focus can fuel global growth

✅ How TikTok turned into a growth engine

✅ Why consistency > creativity in social

Catch up on the episode here: [Watch on YouTube] 

New In AI

Google’s new try-on tool is wild

google

15M followers

View more on Instagram

Fully body-mapped, moves with you, and shows the real fit and fabric.

If you sell clothes online, this should have your full attention.

It could be the game-changer for boosting conversions and reducing returns.

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