Value proposition is clear in 5 seconds

A headline is visible ("DESSERT CALLED. COFFEE ANSWERED.").

Visitors decide within the first 10 to 20 seconds whether to stay; if the first screen doesn't say what is sold and why it's better here, the default is to leave.

1. 1Rewrite the hero headline as: what you sell + who it's for + the one reason to buy from you (e.g. 'Garment-dyed linen shirts, made to soften for years'). Keep it in live text, not baked into the image.

High impact on returning-visitor CVR

If we replace the hero slogan with a concrete line (what we sell + for whom + main reason to buy here), then home→collection/PDP click-through will rise, because visitors can judge relevance before they lose interest.