Learning from Licorice.com

𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝘁𝗼𝗽 𝟭𝟬𝟬 𝗴𝗿𝗼𝘄𝗶𝗻𝗴 𝘀𝗶𝘁𝗲𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗨𝗦

I was looking at the top 100 growing sites in the US and I was intrigued at what they’re doing right to make themselves grow so much, and also look at some opportunities for further growth.
First up; Licorice.com

+ 𝗣𝗼𝘀𝗶𝘁𝗶𝘃𝗲 ✅
– recommendations from Oprah and 212k reviews on the homepage makes me think these guys know their licorice
– I’ve tested “lozenge” type exposed navigation. This looks like a good version of it to help visitors get to their ideal product quicker
– I love the progress bar showing how much more people need to spend to get to their gift card. The tangible gift card in the cart once you hit the threshold is also great

? 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 🌱
– Nutritional information is great as an alternate product image, but let’s be honest; you’re eating licorice, not a smoothie. You don’t really care about the nutrition. I’d look to add in an alternate product image: perhaps one that shows how much you get in a tube (if it’s a lot 😀 ), and/or another that excerpts a review to read. We know visitors always look at product images, how can we improve the sales conversation by showing something convincing.
– The product page has typos (“Ausralian”), the cross sell is out of stock (we can’t sell them something out of stock). The sampler pack has a price, but nothing that says; “6lbs of licorice, save 33%”. It’s hard to buy something when you don’t know what you’re getting, and easier when its discounted (everyone loves a deal)
– Everyone also wants to know how much you’re charging me to deliver my package. But there is no delivery pricing on the product page, none on the cart and I have to fill in my address to find it on the checkout page (and $10 flat shipping is a pretty good deal!). Messaging delivery on the product page helps people not abandon because they don’t know shipping costs.

⚠ as with any review these insights could all be BS 😀 .
I’d need to do some research with their audience to understand what their issues are, but these are patterns that I’ve noted on other sites.