Ask IH: Feedback on homepage/landing page (physical product)

A few copywriting notes for you!

It seems like you've got four different pain points you're selling on:

1 - Nobody likes ironing and it's a time waster
2 - Going to the dry cleaner is expensive and inconvenient
2 - It's embarrassing and annoying for your shirt to untuck itself
3 - You don't want to be the smelly kid at work

The problem is that you throw them at the reader at once and hope that one lands. I would pick one (the biggest or most expensive problem for your audience) and make that the biggest headline at the top. Given your audience

Even more interestingly...everyone raves about your fit and comfort before they mention the other "features." What about a primary headline that focuses on the pain of buying expensive shirts that you can't wait to take off before you're even halfway through your work day?

Congratulations on building a great physical product! Performance fabric for formal wear is a great idea and you seem to have executed it well.

Few first reactions for the homepage:

1. It has all the required elements any homepage should have -- it answers what is the product, value proposition, social proof, flexible return policy to alleviate purchase concerns. So good work on that!
2. All the product images give an impression that the site is only for men’s shirts, which is not the case.
3. There is a missing period in the secondary hero statement. For better or worse we are conditioned to trust a website based on grammatical correctness at least the obvious ones. Typos usually send a negative signal for building trust. This becomes more important when the website is selling premium product for a premium price.
4. ‘Explore Collection’ CTA does not seem definitive. Have you thought about ‘Shop for Men’ and ‘Shop for Women’ instead? Keeping two separate CTAs for men and women will also help reduce one click for user to get directly to relevant product page.
5. The copy in ‘Why is Dulo Better’ section is verbose and can be edited to tighten it up.
6. The ‘Check Size Guide’ section can be moved to product detail page. Sizing related concerns can be best handled on that page when user is further along in the journey of making the purchase.

Based on my observations, I have created a mockup that addresses some of the above issues:

https://projects.invisionapp.com/boards/WR3M66BC2TZ

Hope it helps!

Looking good. Maybe have more pictures, less text. When I'm looking for a shirt, I really want to see what it looks like. And I felt there was a lot of text on the slider below the shirt. Maybe make the icons and headlines bigger and body copy smaller.

But these are minor points. The shirts look good. The benefits are clear and I know exactly where and how to get them.

Landing page looks alright. Nice first iteration. You know, wrinkle free isn’t unique. Antibacterial makes it seem like a soap.
When I scrolled down the page, I realized the antibacterial properties are because of Silver - Silver. My clothes are infused with silver.

That could definitely be a way to spark a story and pique interest.

Mire images, because it’s a physical product is super important. It’s just like screenshots as a saas app. Can’t wait to see what you got after the photo shoot.

Who are you targeting? You can use the imagery to show that.

You're welcome, thanks for the shoutout! ;)