‍Tip 1: Add an account login icon to the navigation menu. Due to the consumable nature of your products, customers will want to seamlessly access their past orders, check their current order’s status, reorder, etc.

Tip 2: Showcase your main/best-selling products and the outcome they sell as high up on the page as possible. This immediately makes it easier to understand who Rhino is and what you make at first glance.

Tip 3: Given your slogan “Made for Climbers, Works for All”, and the number of climbers amongst your ambassadors, Instagram followers, and seemingly your customers; orient your messaging specifically towards rock climbers. While there are many communities who make use of antiperspirant hand cream, aiming to appeal to all of them at once results in becoming a generic pharmaceutical brand with no strong footing or recognition in any of them. Be straightforward with who you make products for, and why yours are better for their particular use case.

The goal of the title is to describe the outcome that your products will provide your visitor, and the subtitle describes how they go about providing it.

Tip 4: Direct your visitor’s attention where you want it with visually prominent full-width buttons.

Tip 5: Showcase your customer reviews, with their profile pictures, under the CTA. This builds trust and credibility early on, and removes hesitation in clicking the button above.

Tip 6: Consolidate the navigation menu for easier browsing.

- Rename the “Products” page to “Shop”. Have the “Shop Now” button direct to it as well.

- Rename the “Product Information” page under the “Who is Rhino” dropdown menu to “Ingredients”. This makes the content that will be found within the page clearer at a glance.

- Rename the “Who is Rhino” page to “About Us” and place it under the “Learn” dropdown menu, along with the Skin in the Game podcast and the “Where to Find Rhino” page.

- Feature the “FAQ” page as its own item in the navigation menu, as it contains information that directly influences purchasing decisions. Critical elements such as these need to be prominent and readily available.

- Move the “Contact” link to the footer of your website, as it is not a part of the links that 1) visitors may browse to first learn all about Rhino and 2) that have a direct influence over purchasing decisions.
- Replace the “Cart” and “Log in/Register” links with icons to create a visual distinction between them and the rest of the navigation links. As the time it takes for visitors to make a decision increases with the number of choices there are, the navigation menu will perform best the simpler in design it is.