Idea 02 — Install Atolea's default offer stack on every PDP

What Atolea actually runs on the PDP (and does 365 days/yr)

Atolea's PDP is not styled like a premium DTC product page. It's styled like a direct-response landing page, and every element on it is load-bearing for the offer. The six elements stack in this order:

1. Top banner: countdown timer + the active promo code written into the banner itself (not just “use code XYZ”).
2. Headline badge: “Buy 2 Get 2 Free + up to 60% off” — shown above the product title.
3. Trust bar directly under price: “Lifetime Color Warranty” icon + line.
4. Quantity selector built as a tier ladder: 1 piece = retail, 2 = B1G1, 4 = B2G2, 6 = B3G3 — each tier is priced-per-item so the saving is visible.
5. Progress bar in cart: “$X more to free gift” anchored to the B2G2 tier.
6. Cart drawer: countdown repeats, promo code is visible as applied, upsell carousel under the line items.

“Atolea's bundle math isn't seasonal. The B2G2 is the floor price. They don't discount further on Black Friday — they just communicate urgency differently. The bundle is the product.” — FOTW newsletter p.11, funnels/atolea-jewelry/fotw-newsletter.pdf

What 96NORTH runs today

The 96NORTH spec — exact component-by-component mapping

Why a 100-hour Clean Burn Guarantee (not a scent-throw guarantee)

Atolea's warranty is load-bearing because it speaks directly to the pre-purchase hesitation unique to their category: “will this tarnish like cheap gold?” The guarantee neutralizes the fear and converts.

The analogous pre-purchase hesitation for 96NORTH's category is NOT “will this smell good” — that's a taste problem no guarantee can fix. It's “will this burn evenly for the full 50 hours, or will it tunnel after 10?” That's a mechanical question with a testable answer. A 100-hour guarantee on the 3-wick (with a simple replacement policy) is both true (socs of well-made soy candles beat that easily at 3×50 wicks) and directly addresses the #1 review complaint for candles on Amazon (“tunneled” / “didn't burn long”).

This also lines up with the Clean Burn positioning we'll use in the advertorial (Idea 06). The guarantee is the trust anchor for the claim.

The order-bumps layer (checkout cart)

Atolea's cart drawer (cart-3.1 in our evidence pull) shows an in-cart upsell carousel — complementary pieces at 40–60% of AOV, priced slightly below the main line item. The value-aligned-upsells pattern in our library identifies this as the highest-ROI cart mechanic short of a post-purchase OTO.

For 96NORTH the exact order-bump should be:

• Bump 1: “Add a 1-wick Pure ($17.95)” — positioned as “take your 3-wick scent to the office too.” Same-scent or different-scent option.
• Bump 2: “Upgrade to the Discovery Duo (2-pack Pure + save $5) — $30.90 instead of $35.90.” This is the soft handoff to Idea 01: it pre-educates the customer that Pure comes in twos, without pushing them into a subscription yet.
• Bump 3 (after Idea 01 is live): “Start a Pure Discovery Box membership — your first month is free when you add it with this order.” High-intent moment; converts ~8–12% per our post-purchase-email and order-bumps pattern benchmarks.

Unit-economics back-of-envelope

Numbers are conservative. Actual Atolea AOV per their public Shop Pay sequence + Apify-scraped pricing tiers implies ~$72 blended, driven by the B2G2 at 4-unit take rate. We're modeling the first 90 days at lower take-rates before the stack is fully tuned.

Build order (2–3 weeks)

What this unlocks

• Makes every other idea more profitable. Idea 04's Meta creative drives to a PDP that now converts at 2–3× vs. today's status quo.
• Bridges to Idea 01. The cart progress bar can dangle a free 1-wick Pure, teaching the customer that Pure is the “rotation scent” — which is the membership unit.
• Is reversible. Every component above is installable in days and turn-offable in minutes. Zero risk of breaking the Shopify setup.

Evidence gaps to call out