Huron

Founded in 2018, Huron is a men's DTC personal care brand offering premium, all-natural skincare products manufactured in the US.

Here's the landing page I analyzed: https://usehuron.com/pages/landing-20-fs-shower-fifteen

Let's have a look at what they're doing right and where they still have room for improvement.

‍

1/ The discount popup appears only a couple of seconds after users land on the page. That's too soon as it doesn't give users a chance to read the hero copy. Also, some % of users who get the discount would convert anyway, so it unnecessarily lowers the AOV.

Recommendation: display the popup on exit-intent instead. It would not only keep Huron's AOV higher but also not annoy users.

‍

2/ Hero section:

• First impression: very positive thanks to the modern and clean design.
• The image section is usually one of the most interacted with elements on the page but Huron doesn't take advantage of it. One image is not enough. They should add more images with feature callouts, ingredients, testimonials, certificates, logos etc.
• I guess the reason why Huron chose to display the vague "Feel The Difference" instead of a proper rating is that the different bundle variants are being rated separately. If that's the case, they should combine the ratings and display the average rating based on that. Hiding the rating may seem suspicious or confusing to users.

• Speaking of confusion, the hero section is overloaded with discounts:
  • Promo bar discount
  • Pre-applied discount
  • Extra 15% discount

First, do all these discounts stack? Or should users pick the largest one?

And second, the promo bar offer only applies to the most expensive bundle (Jumbo Shower Kit) as it's the only one priced above $65. But the price gap between the 3 product options ($14 between #1 and #2, and $49 between #2 and #3) suggests Huron wants users to pick the middle one. It makes the choice harder for users.

Recommendation: first of all, don't make users think. The more effort they need to put into the buying decision, the more likely they'll abandon the process. Using 3 different discounts at a time not only creates confusion but also lowers the AOV too much.

→ Stick to one discount at a time.

→ Make it obvious which product option is the best choice to reduce the cognitive load.

‍

• The headline "Internet's best grooming products for men" is a bold claim. Unfortunately, it's not backed up here or anywhere else on the page. Not good for Huron's credibility.

• There's some good microscopy under the CTA button + the green shipping in 1 day status makes it seem like it's being updated live which reassures users that their order will be handled smoothly.

‍

3/ The following section is kind of a listicle inside this sales page which Huron uses to introduce their products' and brand's benefits.

They use the following psychological principles to make the offer persuasive:

• Fear - your current body wash products may be harming your skin and lead to serious issues. Huron products don't contain any of them.

• Liking - the co-founder had the same issues as Huron's prospective customers and created the product to solve them. It makes the brand relatable and builds an emotional connection.

• Credibility - the other co-founder has the knowledge and experience needed to create products that deliver on what they promise.

• Social proof - what Huron advertises is backed by their customers.

‍

This listicle section is not bad. But it could be even more persuasive by:

• Using a different image to enhance the 'fear' effect in the first paragraph. The current one doesn't really match the copy and looks like a stock photo. Also, including some research paper citations confirming the claims would work great too.

• Matt M. and Matt T. - the co-founders' last names are clearly not a secret as you can easily google them. So why keep it mysterious on the landing page? Not good for building trust with their audience.

• Be more specific. If Matt has experience working with some of the largest brands in the industry, show their logos. That will improve the credibility even further.

• Avoid generic images. Why not display the survey results and "world-class perfumers" logos instead? As a general rule, using images as placeholders is never a good idea.

‍

4/ The next section features UGC videos. While it's better than nothing, they don't sound like genuine reviews from users who love Huron's products. They most likely come from online creators who are Huron's affiliates.

So, whenever possible, use testimonials from users who don't have any incentives for sharing their opinions about your products as these sound more natural and work better as social proof.

‍

5/ Then, there's a comparison table meant to differentiate Huron from both mass and luxury brands. It's a good way of positioning their products as "affordable luxury".

However, there are too many generics used that make it less believable:

• What does "science-backed ingredients" mean exactly?
• What does "world-class scents" mean?
• Who gave them the "best product" award? It could as well be from the co-founders' mom.

‍

6/ And lastly, a section about science and performance... that's as generic as those higher up the page.

Here's how it could be improved:

• Huron keeps mentioning "science-backed" ingredients but never even mentions their names. Instead of the lab vial icon, show the main ingredients' images, names, and explain why they're good for the skin. Here's a good example from Every Man Jack:

• Display any relevant certificates.
• Instead of saying "scent profiles from the world's best", just name-drop them together with their logos.

‍