S15 E7: More Website Design Lessons From the Best Brands

The Absorption Company, co-founded by Ian Somerhalder, demonstrates strong branding and website design. Their packaging is consistently beautiful and easy to read, effectively separating products while standing out on shelves. The website mirrors this quality with well-sized elements, from headlines to CTAs, creating a cohesive visual experience.

The homepage features a split hero section for desktop, combining imagery and text effectively. A 'Front Row MD' integration is highlighted, offering a deal for listeners. While social proof (4.97/30,000+ reviews) is present, it is somewhat hidden and could be more prominently displayed, perhaps with a quote emphasizing product absorption.

The Absorption Company's homepage includes a 'problem-solution' module that visually explains product benefits. An image of water spilling from a cup illustrates poor absorption, juxtaposed with text stating, 'Most supplements are not designed for your body to absorb them.' This is followed by data: '77% of Americans take supplements yet over 90% remain deficient in key nutrients.' The solution highlights 'up to 8x more absorption.'

Product carousels allow toggling between 'stacks,' 'powders,' and 'capsules.' The term 'stacks' might be niche, suggesting a need for broader appeal. A 'shop by goal' section acts as a 'pull' mechanism, guiding users to relevant products. A feature section below the essential stack emphasizes 'clinician's choice' reviews, specifically addressing bioavailability and absorption.

Transitioning from the homepage to collections, a mini loading screen with branded animation enhances user experience, especially for those with slower internet. This small detail contributes to brand perception and uniqueness. Collections pages also feature side-scrolling marquee icons below the headline and subtext, which is a significant SEO unlock.

Most collection pages lack H1/H2 headings and subheadings, which are crucial for SEO. Adding proper descriptions, tags, and collection titles with subheadings can significantly improve page ranking. The Absorption Company's use of descriptive icons, discount call-outs, and ratings on collection pages further aids user navigation and decision-making.

On the PDP, the Absorption Company uses a compact header and notification bar. While individual product reviews are shown, integrating the total 30,000+ brand reviews could strengthen social proof. The initial PDP image, featuring three bottles, has excessive white space that could be utilized for animated icons or key benefits.

Key features include clickable ingredients and benefits sections, which could be improved by using pop-ups or slide-outs for better user flow. A 'low stock' call-out and a native-feeling 'subscribe and save' toggle with a 33% discount and free gift offers are effective. The PDP also includes a 'Why it works better' section with infographics and a chart detailing increased bioavailability and absorption, along with month-by-month expectation call-outs for supplement effects.

Pulto Tech, with approximately 1 million monthly page views, employs a highly optimized direct-response funnel, primarily targeting mobile users. Their homepage immediately redirects to a product-specific landing page (Fit Light), designed like a VSSL page. This page features a headline, bolded text, a flashing 'Order Now' button, and prominent social proof, including a video player.

Icons are highly descriptive: three people with stars for '100,000+ happy customers,' five stars with a clicking finger for '20,000+ five-star reviews,' and an 86% icon for '86% of users feel less stressed.' The page includes a 'number one doctor recommended' claim, a 'how it works' section, and benefits-driven content like 'calm your mind' and 'deep restorative sleep.' A comparison chart uses green checks and red X emojis to highlight advantages over competitors.

Pulto Tech offers two product options: Pulto Light ($242) and Pulto Fit ($251), with the latter positioned as a 'premium model' with 'best comfort, longer battery.' The minimal price difference psychologically nudges users towards the premium option. A second comparison chart specifically details the differences between these two models.

Upon clicking 'buy now,' a module appears offering '67% off PTO app premium,' followed by another pop-up for '33% off the travel case' (advertised at $33, but priced at $35 in cart). The checkout process pre-fills the user's email from the quiz, and discounts are clearly highlighted in red with crossed-out original prices. However, a $5.99 shipping fee on a $355 subtotal and the price mismatch for the travel case are potential conversion blockers.

Bioma.alth, with 1.7 million monthly page views, uses a quiz-driven sales strategy. Their homepage features a clean design with off-white backgrounds and crisp black text. Product images allow users to 'show ingredients,' revealing branded ingredients and dosages. However, direct navigation to PDPs is limited; clicking images or titles does not lead to product pages.

Instead, the site funnels users through a 'Find the formula your body needs' quiz. This 19-question quiz, starting with a male/female selection, guides users through questions about their health goals. Between sections, it provides feedback like 'you're on the right track.' The quiz culminates in a personalized product recommendation, often pushing a specific product or a multi-bottle bundle.

After completing the Bioma quiz, users are presented with a personalized results page that includes their 'metabolic age' and 'fat burning rate' based on their answers. It then recommends a specific product, explaining its benefits (e.g., 'boosts your own unique gut composition,' 'includes prebiotics, probiotics, and postbiotics'). The page also details how to take the product before the purchase decision.

The final step takes users to a landing page with a personalized coupon code (e.g., 'entrepreneurNick-Feb16') pre-applied, along with a 24-hour countdown timer. This page offers 'subscribe versus one-time' toggles, with price anchoring on a 'most popular' 3-month supply. A mini-chart visually represents projected weight loss based on user data. The checkout process pre-fills the user's email, and discounts are clearly displayed in green for savings and free items.