The shipping policy page is completely blank, yet the footer promises 'Shipping + Delivery' details every pre-purchase shopper expects to find there.
Three things stand out above everything else. First, the /shipping-policy page renders no content at all, it is password-gated or empty, so any shopper who clicks 'Shipping + Delivery' in the footer hits a dead end right before they decide to buy. Second, the subscription upsell uses two contradictory discount figures in the same session: the homepage hero says 'Save 30% off your first shipment' while the footer and a sitewide banner say 'Save 20% off your first order.' A shopper who notices that mismatch loses trust. Third, seven of eight catalog products carry no compare-at price, so sale badges and bundle savings claims have no visible anchor, weakening perceived value across the entire shop.
7 fixes, in the order we'd ship them
Biggest return for the least work first. Each card opens the detail below.Tap one for the detail.
- 01Shipping policy page is completely empty
- 02Subscription discount is 30% on the PDP and hero, 20% in the footer and sitewide banner
- 03No compare-at price on 7 of 8 sampled products, sale labels and bundle savings lack an anchor
- 04NASA story is duplicated with a copy error in the same product description
- 05Instant coffee subscribe-and-save excludes promotional offers but buries the exclusion
- 06Early access banner targets non-members but links to no landing page or sign-up gate
- 07Average 1.3 variants per product in the catalog sample, multi-size products may be split into separate listings
What's already working
Worth protecting while you fix the rest.
The refund policy states '60 day money back guarantee, no questions asked if this is not the boldest brew you've ever had.' That is a strong, brand-voice promise on a dedicated policy page. Do not bury or dilute it.
The mega-menu organizes coffee by roast, brew format, flavor, certification, and bundle type. A shopper who knows what they want can find it in one click. This depth reduces pogo-sticking back to search.
Naming the loyalty program ('Ritual Rewards') in the main navigation, not just the footer, keeps retention top-of-mind for repeat visitors. Do not move it deeper into the hierarchy.
A staffed chat tool is present, which reduces the cost of the blank shipping page and other policy gaps by giving shoppers a fallback to get answers. Keep it active and staffed.
'Here for a good time, not a long time' matches the brand voice and creates natural scarcity without manufactured pressure. It is a model for future LTO launches.
First Fix before you scale
Each of these items either contradicts another page, blocks a purchase decision, or actively erodes trust, all three are conversion killers that paid traffic will make worse.
The page at /policies/shipping-policy renders only the nav, the footer, and a password prompt reading 'Invalid password Enter', zero shipping information is visible to any shopper.
Shipping cost and delivery time are the two questions shoppers ask immediately before checkout. A blank page sends them to a competitor who answers those questions. Every paid click that hits this page and bounces is wasted spend.
- Publish a real shipping policy with domestic rates, free-shipping threshold, estimated transit times, and carrier names.
- If a free-shipping threshold exists (the nav mentions 'Free Shipping' for subscriptions), state it here too so it reinforces the subscription upsell.
Homepage hero: 'Start a coffee subscription to save 30% off your first shipment.' Footer email sign-up: 'SIGN UP AND SAVE 20% OFF YOUR FIRST ORDER.' The instant coffee PDP: 'subscribe and save 30% off your first order.' The sitewide email capture also reads '20%.'
A shopper who reads both figures in the same session will distrust whichever is lower and may distrust both. This is the highest-value contradiction on the site because it touches every page.
- Decide which offer is correct and update all instances to match, the footer email capture banner, the homepage hero, the PDP copy, and any Klaviyo pop-up (confirm in browser).
- If these are intentionally different offers (subscription vs. email), make the distinction explicit: 'Save 20% on your first order when you join our email list' vs. 'Save 30% on your first subscription shipment.'
The catalog feed shows 7 of 8 products with no compare_at_price on any variant. The homepage shows the White Chocolate Pistachio Ground Bundle with 'Regular price $53.99 Sale price $48.99' but the feed lists only $48.99, the compare-at is either missing from the feed or not set correctly.
Without a visible strike-through price, 'Sale' badges and 'Save up to 15%' bundle claims are unverifiable. Shoppers anchor on the price they see; a savings claim without a reference price reads as marketing noise.
- For every product marketed as a bundle saving or sale, set a compare_at_price in Shopify admin equal to the sum of the individual items or the original price.
- Audit the White Chocolate Pistachio Ground Bundle specifically, the homepage renders a $53.99 compare-at but the products.json feed does not, suggesting a data inconsistency.
The instant coffee PDP tells the NASA story twice. The first pass reads correctly. The second pass, lower on the page, reads: '...only to be served a weak cup of the pads by a well-meaning flight attendant', 'the pads' is a garbled phrase that appears to be a copy-paste error.
A credibility story about NASA is undercut immediately when the page contains a visible copy error. It signals low attention to detail to any shopper who scrolls.
- Delete the duplicate block entirely, the first version is complete and well-written.
- If a second mention is intentional, correct 'a weak cup of the pads' to match the first version's phrasing: 'a weak attempt by a well-meaning flight attendant.'
The PDP reads: '*Unless otherwise specified, subscriptions may be excluded from promotional offers or additional savings.' This asterisk disclaimer sits below the subscription pitch.
A shopper who signs up for a subscription expecting to stack a sitewide promo code will be frustrated when it does not apply. That frustration drives cancellations and chargebacks, not just refunds.
- Move the exclusion note above the subscribe-and-save CTA, not below it.
- Rewrite it in plain language: 'Subscription discount cannot be combined with other promo codes.'
The sitewide announcement bar reads 'UNLOCK EARLY ACCESS TO WHITE CHOCOLATE PISTACHIO' and links to /collections/white-chocolate-pistachio, which lists the product publicly. Anyone can reach it, the 'unlock' language is misleading.
If the product is genuinely gated to Society members, non-members who click land on the collection and can buy without subscribing, the upsell is lost. If it is not gated, the 'unlock' framing is false urgency that erodes trust when shoppers notice.
- If the product is truly member-only at launch, gate the collection page to logged-in subscribers and redirect others to a Society sign-up page.
- If the product is publicly available, change the banner to 'NEW: White Chocolate Pistachio, Shop Now' and drop the 'unlock' framing.
Then Next, once those ship
These are real revenue opportunities but they require either a design decision or a longer content project. Do not start them until the trust-breaking issues above are resolved.
The catalog feed shows products like 'Hidden In Plain Sight Snapback' and 'Call of the Wild Mug' as single-variant listings. The White Chocolate Pistachio Coffee has 3 variants (bag sizes) but most merch items have 1.
Single-variant merch listings miss the opportunity to show size options inline and force the shopper back to a collection page or a size chart. Low variant counts on apparel (the snapback, the beanie, the long sleeve) suggest sizes may be separate SKUs or are not selectable from the PDP, which increases friction.
- Audit apparel PDPs in a browser to confirm size selection is available via a JS-rendered option.
- If sizes are separate listings, consolidate them into a single product with size variants to reduce catalog fragmentation.
Product data
Across the 8 products we read from your catalog. This is what your product pages, Shopping ads and Meta catalog all draw from.
Material, fit, care and who it is for. Thin copy is also thin for Google Shopping.
Needed for carrier-calculated rates and accurate shipping in ad feeds.
Only where there is a real previous price. It shows as a sale price in Shopping ads.
Pages we went through
Click any page to open it and check a finding for yourself.
- deathwishcoffee.comHomepage
- /products/death-wish-instant-coffee-1Product page
- /collections/white-chocolate-pistachioCollection page
- /cartCart
- /policies/refund-policyRefund policy
- /policies/shipping-policyShipping policy
What we'd look at together
Your storefront only tells part of the story. These need your accounts open, and they are usually where the bigger numbers are.
- Is the White Chocolate Pistachio collection genuinely gated to Society subscribers at launch, or is it publicly purchasable? The banner says 'unlock' but the collection page is fully accessible.
- Is the subscription discount 20% or 30% off the first order? Both figures appear on the site and they need to be reconciled before any campaign drives traffic to a landing page.
- Are Yotpo and Okendo both active simultaneously, or is one legacy? Running two review platforms can create duplicate widget conflicts and split social proof.
