EZ-A
We partnered with EZ-A to reposition and restructure the two pages that carry its whole store, so a single product can make its case in the order a doubtful shopper asks the questions.
EZ-A is a nootropic supplement from Illicit Labs, sold through a one-product Shopify store. With one product, the homepage and the product page are effectively the whole site, so every purchase decision happens on those two pages.
Its shoppers often arrive skeptical, having tried products that promised focus and delivered little. Before the rebuild, 0.92% of online store sessions added a product to cart and 0.37% completed an order.
We delivered the positioning, messaging, and copy for both pages, plus wireframes for their structure. EZ-A’s team handled design and development from our wireframes, and the pages went live. We later added copy and structure for two supporting pages, Our Story and The Formula.
Process
Two Pages Carrying One Product
The store sells a single product, so the homepage and the product page do all of the selling. Nothing sits behind them to catch a shopper who is not yet convinced.
Add to Cart at 0.92%
Fewer than 1 in 100 online store sessions added the product to cart.
Conversion at 0.37%
Only 0.37% of sessions completed an order. Revenue per session was $0.20, and the store took about 52 orders a month.
One Promise, Then the Proof
The homepage leads with a single promise, clean focus that hits in 20 minutes, and sets the credentials directly beneath it: formulated by a PhD, tested by a third party, made in an FDA-registered, GMP-certified facility.
The Skeptic’s Questions, in Order
A shopper who has been let down before needs the doubt named, not skipped. The pages open their FAQ with “Will I actually feel these? I have been burned before,” and back it with unscripted customer videos.
A Product Page That Closes the Sale
The pack selector marks the best seller and the best value, subscribe and save sits next to the one-time price, and the money-back guarantee stays in view. A short timeline shows what to expect, and when.
Warnings Stated Up Front
The caffeine per capsule and the niacin flush are explained on the page, in plain words, before the shopper checks out. Nothing about the product surprises them afterward.
A Voice That Sounds Like the Brand
The copy is direct, dry, and specific, the way the brand talks. “Other nootropics require faith” sets the tone for everything that follows.
On the page
The product page in full, and three details that do the quiet work of closing the sale.
The new product page. Scroll to see the full page.
A one-product store has nowhere to hide. Every shopper arrives with the same doubts, in the same order, and two pages either answer them or they do not. For EZ-A, that meant writing to the skeptic first, and letting the product make its case at the pace a careful buyer asks for it.
Running a one-product or small-catalog store? See our ecommerce design and CRO and conversion rate optimization services.