High fit

Privacy controls how much of yourself you reveal. Angel Raymer's product is deeply personal — she tied each stone to a moment in her own life, including the tiger's eye she chose when she needed courage to start the business. But her website revealed almost none of that. The about page was empty. The personal origin story that made the product meaningful in conversation was completely hidden online. Turning down that privacy setting — sharing the real story behind why she made this — is exactly what would make the website convert.