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Good morning!
In today’s newsletter
Why your first row of products is worth 10X more than page 2
Why you should track “Time to First Value”
Still don’t have a retention plan for BFCM?
The POV hook that makes people go viral
Did you catch our latest podcast?
AI Launch Codes (For Premium Users Only):
Step-by-step workflow: Last-minute BFCM retention setup
This issue takes 3 minutes to read.
Let’s dive into it👇
BFCM
1. Why your first row of products is worth 10X more than page 2
Here's the harsh truth about collection pages:
Most shoppers never scroll past row 1.
That first row of products?
It's your storefront window.
And if you're letting Shopify's default sort (alphabetical, anyone?) decide what goes there, you're leaving money on the table.
What Should Go in Row 1:
✔ In-stock items (full size runs)
✔ High-margin products (profitable conversions matter)
✔ High-CVR proven winners (let data decide)
✔ Fast movers (products with velocity)
What Should NOT Go in Row 1:
❌ Sold-outs or low stock (< 2 days cover)
❌ Broken size runs (clicking into a dead end kills trust)
❌ Underperformers (don't waste prime real estate)
🎯 The Impact:
Optimized above-the-fold placement can increase collection CVR by 20-30%.
The BFCM Merchandising Playbook includes inventory-aware ranking rules, margin-aware placement strategies, and templates for tracking which products deserve row 1.
North Star
2. Why you should track “Time to First Value”
If you sell face cream, Time to First Value is when customers notice clearer skin after a few days.
Now, imagine if you knew exactly how long it takes for your customers to see results.
You could use that data in your ads.
“Get rid of dark spots in 15 days” is a better promise than “Get rid of dark spots fast!”
How?
Ask your customers with surveys, emails, or app notifications.
Overtone offers incentives for completing surveys.
Credit: DataDrew Analytics
AI Launch Codes
3. Still don’t have a retention plan for BFCM?
BFCM is around the corner, and customers will soon be visiting your store.
But without a solid retention setup (like emails and SMS), revenue won’t follow.
Today’s workflow helps you get there.
It covers:
The 20/80 BFCM Retention Plan (20% of retention efforts that will bring you 80% of the results.)
Which campaigns to pause and which to keep
The two flow tweaks that matter
One urgency flow
A simple Nov 20–Cyber Monday plan
Basic VIP rules
Deliverability guardrails
Find the workflow at the end of this newsletter.
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Viral Trends To Use
4. The POV hook that makes people go viral
This simple trick made people go viral and quadruple their followings.
And Shannon McKinstrie swears by her hook formula in this reel.
How to use it: POV: You ___ [describe ideal customer/follower] who ___ [wants to/is tired of] ___ [insert their desire… be SPECIFIC & concise here] and you find ___ [my account].
Example for Fashion/Beauty👇
POV: You’re a millennial mom who has lost her style and is tired of buying her clothes at the same place she buys groceries, and you find my account.
Podcast
5. Did you catch our latest podcast?
Will Evans, co-founder of Flow Candy, broke down how his team builds complete Black Friday email campaigns in under 30 minutes.
Here are some of his takeaways:
Lean on email because it converts higher than any other channel during BFCM.
Review last year’s wins, misses, and competitor moves before planning anything new.
Start early so November becomes execution, not chaos.
He also shared the full 6-step framework they use every year.
Want the full breakdown?
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Step-by-step workflow: Last-minute BFCM retention setup
Below is the full BFCM Retention Plan Prompt you can use inside ChatGPT or Claude.
Before you paste it into your LLM, replace these fields with your own brand details:
Replace:
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