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, re-measured 2026-10-07 (first measured 2026-09-03).

Now

The hero and the product page are much better than on 3 Sept. In between, a buyer now scrolls seven brand sections before meeting a rod, and arrives at a product page with two reviews across nine rods.

Lands on homepage Hero CTA: "Shop the rods" offer beside it · fixed since 3 Sept Seven sections before a rod price · grip · artist · trial — then "The lineup" Nine rods, four visible at a time no add-to-cart on cards · no "which rod?" guide Product page — much improved spec grid and $50 fee now stated · but 2 reviews on 9 rods brand = "My Store" in page schema on 6 of 9 buyer hesitates
measured friction partly fixed fixed since 3 Sept 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 already leads with the offer keep it: offer + "Shop the rods" "Which rod do I need?" selector weight → target species → typical water Lineup as a comparison table nine rods side by side, not a four-up slider Product page that answers the objections add the missing specs: sections · oz · tube included reviews · real vendor name on all rods · schema keep the $50 fee stated up front
proposed fix unchanged