@shovel.studio

What they said

Yeezy (small catalog):

1. Splits traffic into Male / Female at entry; "less choice means 10 times more sales when you have less than 50 products" (green tag "10x sales").
2. Almost no homepage: you land on a PLP (product listing page), saving one click.
3. The PLP "feels more like art"; items sort with one click, sometimes refine into colours.
4. Zero info on sizing or shipping, which "hides the fact that it can take weeks to ship".
5. Teases new releases (e.g. "the new Yeezy 800s available December 2026"); a 6-10 second delay on the email pop-up gets 26% more emails vs a pop-up that shows instantly (green tag "26% email sign up"). Skims (large catalog):
6. Splits traffic between sales, category and gender (homepage tiles: markdowns, matching sets, men's clothing, etc.).
7. "76% of shoppers use filters when there's more than 50 items."
8. "Model shots can lift sales up to 20-30% over flat lay shots" (green tag "+20-30% sales").
9. The only branding touch he likes: the chosen colour swatch on the product matches the button colour (the PDP add-to-bag button changes to the lilac of "Iris Mica").
10. No third-party express buttons like Apple Pay or Shop Pay on the PDP; "I've seen an AOV increase up to 40% without them" because skipping quick checkout makes you find more things to buy (tag "+40% AOV"); cart shows "Frequently bought together" and a free-shipping bar.
11. Close: learned how to design small stores, big stores, and UX that performs better for both; "follow for more web design".

Try this

• Small catalogues (under about 50 products): Cut choices at the door. Split visitors by category or gender and land them on a product listing page instead of a busy homepage.
• Large catalogues: Invest in discovery: filters, category and sale entry points, and model shots. Test model photos against flat lays on your best sellers.
• Email capture: Delay the sign-up pop-up by a few seconds and compare sign-up rate against an instant one.
• Product pages: Make the colour swatch change the button colour or image. It is a small detail that makes the page feel considered.
• Checkout: Test removing or keeping express checkout buttons. The claim that skipping them lifts order value is unsourced, so look at revenue per visitor, not just basket size.
• Do not copy blindly: Hiding shipping times is a trust risk, and celebrity brands have traffic that you do not.

Links

• Reference sites: yeezy (site shown) and skims.com. No tools, links or sources named. Visible UI: Klarna/Afterpay installment text, Shop Pay/Apple Pay buttons on a Skims PDP frame (Apple Pay/Shop Pay highlighted with a red dashed box).