When someone lands on your page, they need to know instantly what you’re offering—and a product shot does that better than anything else.

For Fable, we chose a simple, clean product-first approach in the hero image, making it crystal clear what customers are about to purchase.

No clutter, no confusion—just the product in its best light, ready to sell itself.

Welcome to the 52st edition of The Perspective — where, in response to your requests, we’re diving into the landing page we created from scratch for Fable.

In this issue, we’ll break down four key sections of the page that were carefully crafted to make shopping feel seamless and lead customers straight to checkout. 

(less than 5-minute read)

1. A First Impression Feels Effortless

Your homepage header isn’t just about looking good—it’s about making decisions easy. Within seconds, a visitor should know what your brand stands for, why they should care, and what they should do next. Fable’s new header does exactly that, without overwhelming the user.

Why Every Pixel Matters In Your Announcement Bar

At the very top, we’ve got the “Bundle & Save 10% Until 11/7” message. This isn’t just filler text—it’s a conversion driver. Limited-time offers create urgency, but more importantly, they answer the unspoken question every shopper has: Why should I buy right now? By making the deal crystal clear (and auto-applied), we remove friction—no promo code hunting, no second-guessing.

Eliminating Decision Fatigue In Your Nav Bar

Most sites expect users to hunt for the “Shop” button. We didn’t. A “Shop Now” CTA is permanently placed in the top-right corner, so no matter where someone is on the page, they’re always one click away from making a purchase. Simple, but essential.

Hero Shot That Sells the Story

Rather than a lifestyle image, we went for a product-first approach—a perfectly stacked set of dinnerware. Why? Because Fable’s ceramics are the lifestyle. The composition is clean, the lighting is warm, and the visual storytelling does the heavy lifting. No distractions or background noise

Selling a Feeling, Not Just a Product

"Elevate your dinnerware and make space for beauty." This isn’t a generic product pitch. It speaks to the deeper reason people invest in quality homeware—it’s about creating a dining experience that feels intentional, effortless, and timeless. We chose words that resonate beyond aesthetics, aligning with Fable’s mission of sustainability, craftsmanship, and thoughtful living.

USPs That Remove Doubt

Underneath, we stacked four key selling points:

✅ Free shipping over $250

✅ Dishwasher safe

✅ 30-day free trial

✅ Non-toxic materials

These aren’t just bullet points—they’re objections handled upfront. Someone hesitating about price? The free shipping threshold gives them a reason to add more to their cart. Not sure about durability? Dishwasher-safe and non-toxic messaging removes hesitation. Every detail reinforces trust before the user even scrolls.

Clarity Over Cleverness

The CTA button says “Upgrade Your Dinnerware”—not “Explore” or “Discover” or any other vague term. Why? Because specificity wins. This tells the user exactly what they’re doing next. They’re not browsing aimlessly, they’re making an upgrade.

Press Logos That Work in the Background

Trust is earned, but sometimes, it helps to borrow it. We added Refinery29, Bazaar, and Architectural Digest below the CTA, subtly rotating in the background. This acts as social proof without feeling like an interruption. If Fable is good enough for these major publications, it’s worth a second look.

2. Easy Choices, Instant Add-To-Cart Moments

The Best Sellers section isn’t just about showing off popular products—it’s about making buying effortless. People naturally gravitate toward what’s already loved by others, and this section taps into that psychology while removing friction at every step.

Why We Used Product Shots Over Lifestyle Imagery

When someone is scanning for products, they don’t want distractions—they want clarity. Lifestyle images can be inspiring, but when it comes to making a quick purchase decision, clean product shots work better. They let customers see exactly what they’re getting, without background noise. Plus, Fable’s dinnerware is already designed to be beautiful—no need for elaborate staging.

Reviews That Speak for Themselves

Each product is backed by thousands of reviews with an average rating of 4.9/5. Why is this front and center? Because credibility sells. Seeing “3,640 Reviews” on the Classic Dinnerware Set instantly reassures a buyer that they’re making a great choice. Reviews aren’t just about ratings—they reduce hesitation and build trust in a way that no marketing copy ever could.

Clear Pricing - No Guesswork, Just Action

Every product card includes the exact price and a bold, easy-to-spot CTA (“Add to Cart”). No vague “Learn More” buttons, no extra clicks required—just a direct path to purchase. Price transparency removes uncertainty, and a high-contrast CTA ensures there’s zero friction when someone is ready to buy.

3. Let Your Customers Do The Talking ✨

You can say your product is great all day long—but nothing beats hearing it from real customers. That’s why this Reviews section is designed to work as a silent (but powerful) salesperson, tackling objections, building trust, and making the buying decision effortless.

Big Headline, Even Bigger Impact

The section title—“10,000+ 5-Star Reviews”—isn’t just for show. It sets the stage before a shopper even reads a single review. If 10,000+ people took the time to leave a perfect rating, chances are, they’re onto something.

Why We Chose Three Reviews, Not a Wall of Text

Too many reviews at once can feel overwhelming, while too few can seem insignificant. Here, we highlight three standout reviews, each showcasing a different reason to buy. Instead of listing generic praise, we carefully selected reviews that reinforce Fable’s biggest selling points:

✅ Quality & Functionality – “Beautiful, functional, and most importantly, non-toxic.”

✅ Versatility – “Perfect size for pasta, bowls, salads—essential for every kitchen.”

✅ Durability – “I dropped my plate and it didn’t even chip. So great quality.”

Each one tackles a potential hesitation a shopper might have—“Is it worth the price?”, “Will I actually use it often?”, “Will it hold up over time?”—without us having to say a word.

4. A Frictionless Path To Checkout

When shoppers land on your collection page, they’re not here to browse endlessly—they’re here to find what they need and buy with confidence. Every element in this Buy Box is built to reduce friction and guide them toward checkout.

Bundling Incentives That Drive AOV

Right at the top, we’ve got a “Bundle & Save 10%” badge. Instead of just offering a discount, we frame it as a value-driven choice—giving shoppers an incentive to buy more, not just spend less.

Pricing That’s Easy to Process

Strikethrough pricing ($296 → $266) provides a clear savings cue. No mental math needed, no hidden surprises—just a straightforward reason to add more to their cart.

Shipping & Return Policies That Remove Risk

🚚 Free, Fast Shipping

📅 30-Day Free Trial

We place these guarantees right under the color selection, answering two of the biggest objections before they’re even asked:

• “Will I have to wait forever for shipping?” → No, it’s fast.

• “What if I don’t like it?” → No worries, you can return it.

Why These Changes Hit Differently 👀

Every section of this landing page was designed with one goal in mind—to make buying from Fable as effortless as possible. From the moment a shopper lands, every detail works to remove friction, build trust, and guide them seamlessly toward checkout. Nothing feels forced, nothing feels complicated—just a smooth, intuitive experience that makes purchasing an easy decision. Because when the shopping journey feels this natural, customers don’t second-guess—they buy.

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P.S. Enjoyed this breakdown? Hit reply and let us know if you want to see more Perspective issues like this—or if there’s a specific industry or sector you’d love for us to cover next! 🚀

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