1. What a Great Mash Store Does
A high-performing store does three things consistently:
Justifies the purchase quickly
Reduces friction at every step
Subtly creates a reason to come back
This is not a catalog. It is a conversion system. We assume that a store visitor is already considering the purchase of your product. We close the deal.
2. Conversion First: How Customers Decide
You store experience must answer::
What is this?
Why is it different?
Why should I buy it now?
Will I like it?
What this means for your store pages
Store Banner Image
Images should be 1330X300 pixels, jpeg
Tout your brand! Visually communicate why you are different.
Pro tip: Swap new images in for promotions.
Use middle 50% so no cropping in mobile
Product Highlight
A compelling hero image, transparent background is preferred
A Product Selling Line ( his is about usage, emotion, and impulse)
What this means for your Product pages
Main section and Images
Product name (clear, not clever)
Subheader (context + persuasion)
Primary image and Supporting images: Image
1 = clarity, Images 2–4 = desire
All images squarish and 700 px tall. Consistency
Description
What makes it special (awards, story, context)
Tasting notes (Color / Nose / Palate / Finish)
Use occasions (gift, event, personal use, recipes)
Writing Principles
Use every field available
Write in plain, accessible language
Avoid jargon; prioritize clarity
Use </br> </br> in description for line breaks
Conversion is in the details
Images
Keep file sizes consistent
Store banner: 1330 x 300 px
Logo file: translucent background (will work for Dark Mode)
Product images: Squareish, and ~700 pixels high
Product selling Line vs. Subheader
These two fields do different jobs. When used correctly, they materially improve conversion. The Selling Line creates desire. The Subheader removes doubt.
Product Selling Line
Store View: Below the product description
Purpose: Drive immediate action
Emotional hook
Designed to trigger “Add to Cart” directly
Max 9 words
Punchy, instinctive, non-descriptive
Subheader
Location: Product Page Directly below the product name
Purpose: Increase confidence and conversion
Descriptive, clarifying, persuasive
Helps the user understand what they’re buying
Can flex based on context
Default use:
Product type + differentiator
Example: “Cask-strength rye finished in port barrels”
Promotional override (important):
When there is a strong offer, prioritize it
Example: “20% off this week only”
Assortment Strategy (What You Sell Matters)
Start focused:
~6 SKUs
~120–150 bottles
Each SKU should have a role:
Hero product (highest conversion)
Margin driver
Story product (limited, cultural, or passion-driven)
Avoid:
Large catalogs with no prioritization
SKUs without a clear purpose