Two buyers, one product
The same page speaks to someone who has never tried a cream deodorant and to a shop deciding whether to stock it.
[ 01 ]
The buyer tired of reapplying
Uses a stick or spray every morning, sometimes twice, and still checks by evening. Has never heard of a deodorant cream that lasts days.
Comes for
A reason to believe “up to 15 days”, and proof it won’t irritate the skin.
Stops at
A claim with nothing behind it, ingredients listed in Latin, and no idea how long one box lasts.
Answered by
A table against the usual deodorants, the mechanism in three sentences, each ingredient with what it does, and “24 sachets, about six months” beside the price.
[ 02 ]
The shop deciding whether to stock it
A beauty shop, an online store or a buyer for a chain. Needs a product that sells again without a long explanation at the till.
Comes for
The terms: minimum order, price, the recommended retail price, and whether buyers come back.
Stops at
Terms given only over the phone, and nothing that shows the product sells.
Answered by
A wholesale block on the product page — ten boxes minimum, prepaid, retail price fixed, the first ten shipped at the brand’s cost — and later a page for retailers with a price-list request.
[ 01 ]
First screen
The doubt it meets
What is this, and why would a deodorant last two weeks?
What we did, and why
A couple on a tennis court instead of a pack on a table, long protection from odour as the headline, one line on how it works — on the cause, not the symptom — and the packs beside the button, because the first screen has to say what it is before anyone scrolls.
What it had to move
Bounce rate · −18% in the first two weeks
[ 02 ]
The argument
The doubt it meets
How is it different from the stick I already use?
What we did, and why
A table against ordinary deodorants — masks the smell or works on bacteria, 4–6 hours or up to 15 days — then how it works in three sentences and five ingredients with what each one does, because a buyer trusts a comparison sooner than praise.
What it had to move
Clicks on the buy buttons · +20%
[ 03 ]
Proof
The doubt it meets
Who says it works, and is it safe for my skin?
What we did, and why
Short videos from real buyers, the Intertek test reports as documents a buyer can open, and a FAQ on why it lasts, whether it is safe and who should not use it, because the last doubt before paying is about safety.
[ 04 ]
Cart and checkout
The doubt it meets
What will it cost to get it here, and how long will this take?
What we did, and why
Cart and checkout in one window over the page: quantity, who it goes to, a Nova Poshta city and branch, then payment, with the cash-on-delivery fee stated in hryvnias before the button, because a surprise at the end is where orders stop.
What it had to move
Conversion rate · +18%, on mobile +38%
[ 05 ]
Offline and wholesale
The doubt it meets
Can I see it in a shop first? Can my store stock it?
What we did, and why
A map of every town where shops stock DEOZEN, and wholesale terms in the open — ten boxes minimum, prepaid, retail price fixed, the first ten shipped at the brand’s cost — later grown into a page for retailers.
