#2JourWebsiteCheck: Dr. Barbara Sturm's Launch Almost Had It
- Maryna Borysenko
- Feb 23
- 1 min read
Dr. Barbara Sturm is teasing a new product launch — and the anticipation it's building online breaks the very interest it's trying to convert into sales.
The brand is building up to a March 3 release date, inviting visitors to sign up for updates. It's a reasonable teaser approach, but a few execution details are worth noting.
• The launch banner is easy to miss. It sits below the homepage slideshow rather than above it, which is where something time-sensitive and promotional belongs.
• The mystery unravels at checkout.
The brand maintains intrigue on the sign-up page by not naming the product — a sensible choice.
The site header also mentions that a sample will be added to face cream purchases, which is fine,
— but once you reach the cart the upcoming launch is fully revealed: it's a peptide serum, with imagery to match.
Better options:
a neutral label like "new product sample" would preserve the suspense
something that leans into exclusivity — "your early access gift" — would do more, making the customer feel like an insider
Building anticipation is hard. Losing it at the cart is a 30-minute fix — which makes it the most avoidable mistake in a launch sequence.
This is the kind of friction I map for brands. Discover the details here.
