Key Takeaways

• Adopt the approach that Mott & Bow uses of only showing certain fields when they absolutely need to be shown. This can easily make a long form shorter & reduce friction by only showing what's required at that very moment.
• Next time you create a discount or promotion, think about how you can structure it so it encourages a larger order size. By requiring a certain order size, you'll likely be able to offer an even better deal which will attract a lot more attention. Notice how Mott & Bow mentions that you can either get 1 pair & free shipping or 2 pairs & 15% off. They're still offering an incentive for both, but the lure of the 15% is much greater & encourages you to buy more.
• Take close note of the design genius behind Mott & Bow's checkout. The simple act of grouping together & arranging fields in the way they do makes the form feel completely different & more approachable than if the fields were listed out like your typical checkout.

Analyst Spotlight

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!