Folklore Fly Co — the path to a $450 purchase

Every red node is a measured finding, not an opinion. Counts come from the rendered DOM and Shopify's /products.json on 2026-09-03.

Now

A buyer scrolls three full-bleed brand sections before meeting a product, then hits a page with no specs, no reviews, and a vendor line reading "My Store."

Lands on homepage Hero CTA reads "begin" buy = 0 · shop = 2 on the whole page Three full-bleed sections before a rod brand · warranty · trial — then "The lineup" Six rods, all $450, near-identical no guidance on which one to pick Product page — the decision point vendor label = "My Store" · 0 spec tables · 0 reviews $50 warranty fee not disclosed here buyer stalls
measured friction neutral step

Proposed

Same photography, same voice — the brand work is the strongest asset and should survive intact. What changes is that the product, the specs, and the proof arrive before the buyer has to go looking for them.

Lands on homepage Hero keeps the photo, gains the offer "90-day trial · lifetime warranty" + Shop rods "Which rod do I need?" selector weight → target species → typical water Lineup as a comparison table six rods side by side, not a duplicating slider Product page that answers the objections spec table: weight · length · sections · oz · tube included reviews · real vendor name · Product schema "$50 S&H to replace a $450 rod" — stated up front
proposed fix unchanged