Liquid Death

The mobile home stacks full-bleed brand modules end to end, and each one carries a different call: "SHOP NOW" on the Sparkling Energy carousel, "LEARN MORE" on the "Death to Plastic Bottles" manifesto, "ADD TO CART" on "Killer Merch", "JOIN THE CLUB" on the "Liquid Death Country Club", and "SELL LIQUID DEATH" on "Death Peddlers".

Fix: When five CTAs pull in five directions, the buyer intent that every later upsell multiplies against gets diluted: thinner traffic reaches a cart, leaving fewer orders to grow. Our move is a single recurring shop action with a sticky purchase bar riding the scroll; a wider top of funnel is the foundation that bumps and cross-sells earn their take-rate against.

Mid-scroll, the "Death to Plastic Bottles" panel makes its case ("PLASTIC RECYCLING IS A MYTH... ALUMINUM IS INFINITELY RECYCLABLE"), and the only button beside it reads "LEARN MORE".

Fix: This is the belief that makes loading up on cans feel like the right thing to do, yet it dead-ends in an article instead of a basket. Drop a buy CTA right alongside and that conviction converts into volume, the exact peak-intent beat where a quantity prompt earns its keep.

A full-screen overlay on mobile reads "keep your beverages ice-cold" above one EMAIL field and a bold "HELL YES" button, and its consent line mentions "cart reminders". The actual reward (2 free can coolers) is nowhere on the modal.

Fix: Firing a hard stop before a single product has been seen harvests low-intent addresses and waters down the list quality that downstream flows turn into revenue. We'd hold it for scroll-depth and put the 2-free-coolers offer up front so the value swap is obvious. There's a deeper mismatch in play: the popup promises "cart reminders" for a flagship basket that, living on Amazon, has no owned cart to abandon, so the recovery flow it dangles can never reclaim the most valuable order.

In the Sparkling Energy carousel the products live as swipe-only cards ("Tropical Terror — 5 Calories") sharing one "SHOP NOW", with no card-level price and no way to buy a single item. Down at the foot of a long scroll sits the "FOR A GOOD TIME CALL:" block flexing 7.5M on Instagram and 7.2M on TikTok.

Fix: Those 7.5M and 7.2M counts are the credibility that talks a shopper into a bigger opening order, and they only appear once the call has already been made. A Baseline rework pulls the proof and individually buyable, priced cards up the mobile scroll so they're reinforcing the basket while it's still taking shape, and a harder-converting page is the platform every second-sale placement stacks on.

Each "KILLER MERCH" card pairs an image and name with a bare price (€39,00 / €85,00) and an "ADD TO CART" rendered as plain black text rather than a filled button, navigated by arrows, with roughly two cards in view at once.

Fix: The €85 chair holds the deepest owned margin yet draws the flimsiest buy control on the whole page: bare text that no thumb taps with any confidence. Swap those for full-width filled buttons with variant pickers and reveal more than the two cards an arrow hides, and merch conversion climbs on its own while the basket those drawer cross-sells later latch onto gets wider.

On a phone the hero water PDP fits in a single screen, with a greyed-out "Select Size" as the lead button. Choosing "12oz 12 pack" swaps it to "BUY ON AMAZON", while "12oz Single" swaps it to an express "BUY NOW". The core SKU never gets an Add to Cart at all.

Fix: We'd frame this as lost margin first and a usability snag second. That 12-pack is the catalogue's richest order, and on mobile the buy box is the entire funnel, so the instant a shopper says yes, the transaction, the contact, and every follow-on offer ship straight to Amazon. You cannot bolt an upsell onto revenue that lands in someone else's account. Routing the multipack through an owned checkout is the dependency every other fix here sits on top of.

All the hero beverage buy box gives you is "12oz 12 pack → BUY ON AMAZON" or "12oz Single → BUY NOW": no owned Add to Cart, no quantity ladder, no prompt to add a second case, and no subscribe-and-save anywhere near the purchase.

Fix: Few SKUs are more naturally suited to subscriptions and bundles than canned water, yet today it earns a flat one unit per order. Get the 12-pack flowing through an owned cart and we can layer a case-count ladder (1 / 2 / 4 cases) plus a subscribe-and-save switch right in the buy box, the two strongest plays available for AOV and recurring LTV on a drink people rebuy. Treat any per-can discount as a margin question: a flat percentage erodes net on the SKU, so validate the take-rate before you commit to a standing tier.

A line reads "Free shipping to Slovenia on all orders above €120.00". Only merch ever runs through the owned cart (the Reusable Slaughter Bottle at €39 and Death's A Beach Chair at €85, each with "ADD TO CART") because the hero water leaves via Amazon or the express "BUY NOW".

Fix: A free-shipping line is meant to pull AOV upward, but at €120 it's just a barrier: a €39 merch basket has no realistic shot at it, and the water that could close the gap never reaches this cart. Thresholds only earn their lift when they sit a step above the typical basket and show how close you are; this one looms far overhead with no meter at all. Re-anchor it around the merch AOV plus a single add-on, and the same lever flips from working against the store to working for it.

The owned drawer already runs an Upsellr-style cross-sell: a "BUT WAIT, THERE'S MORE!" rail of one-tap adds beneath the line item (Masked Death Can Cooler 2-Pack €12,95, Chewed To Death Dog Toy €10,95, Cat Toy €10,95, Licwid Deth Kids Tee €13,95). Two things blunt it: no free-shipping meter counts those adds up to the €120.00 line, and the picks are catalogue-random (pet toys and a toddler tee against a metal water bottle).

Fix: The mechanic we usually have to install is already here, so the win is targeting and laddering. We'd swap the pet-toy and kids-tee slots for bottle-relevant one-tap adds (koozies, coolers, stickers) and set a free-shipping meter above them so a €10–14 add shows as progress toward €120, not a random impulse. And because the flagship water bypasses this cart entirely, the highest-AOV attach (a second case) is never even offered.