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Supply logo

Supply

landing page teardown
Category
Founded
Optimization score
Beauty, cosmetic & personal care
2015
10/10
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Supply is a DTC brand that sells premium, single-blade razors and shaving accessories. Founded by a husband and wife couple in 2015, the company got an investment from Robert Herjavec via Shark Tank in 2019 and got acquired by Foundry Brands in 2022, doing eight figures in annual revenue.

Here’s the link to their Starter Set LP: https://supply.co/pages/starter-set-offer

Pros

1/ Simple but strong hero section:

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2/ At the top of the page, there’s a money-back guarantee bar showing how much Supply is confident of their product’s quality.

3/ Further down, they explain why multi-blade razors, the solution used by most of Supply’s competitors, are actually an inferior solution. Using a GIF is a great way of quickly visualizing it which helps users understand what might be difficult to grasp just by reading the text.

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4/ Then, there’s another skillful use of GIFs. This time, to visualize how cost-effective Supply products are and how much users can save compared to other major brands over time. This is especially important for products that initially cost more than the competition but save users money over time.

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5/ As there are plenty of major products on the market, a feature/benefit comparison table is used to further show Supply’s superiority.

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6/ What was already shown in the announcement bar at the top of the page, is reiterated mid-page to reassure visitors that the razors fulfill their promise.

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7/ After doing plenty of convincing, it’s time for offer #1. Note the order - they didn’t put the offer right below the hero section as $99 for a manual shaver would seem overpriced. But after explaining how it’s superior to users’ current shavers, cheaper in the long term, and that it comes with a satisfaction guarantee, it now seems like a good deal, especially with a $31 discount when getting the bundle.

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8/ Every item in the bundle has a comprehensive description making it perfectly clear what their role in the shaving and grooming process is.

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9/ I love the use of ‘word picture copy’ in this section. These kind of descriptions trigger emotions and make your copy (and products) memorable.

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10/ And in case users have any further questions, there’s another collapsible section with FAQ.

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11/ Then, if users are not convinced by the bundle offer, they are presented with a downsell offer with just the razor and a free pack of blades. It’s 40% cheaper than the primary offer.

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12/ After showing 2 offers, Supply doesn’t stop at convincing users of their products’ quality and promises a lifetime warranty. This further lowers the risk users take when purchasing the razor.

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13/ Then, there’s a classic “scratch your own itch” founder story that helps Supply build a more personal connection with their audience.

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14/ After clicking the ‘add to cart’ button on any of the 2 offers, there’s an upsell popup with a razor stand that increases the AOV by 30-50% depending on the offer users choose.

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15/ But that’s not all. After landing on the cart screen, there are another 4 upsell options: travel case, shaving bowl, grip sleeve, or extra blades (with subscription), which can even double the initial cart size.

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16/ In case users try to leave the page at any stage of their shopping journey, they’re shown an exit-intent popup with another compelling offer, to get free blades for a year. How can you say no to this?

This gives Supply a chance to trigger a win-back email campaign and hopefully convert these users later on.

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Kacper
Maker of Scrapbook