How Do You Optimize Your D2C Website?

I think the lifestyle, the storytelling, as well as the education is all present on your site. So how did you go about perfecting that experience of people entering your online store and really having a very cohesive experience while they're trying to purchase online? I think there's a lot of different things coming together. We try to keep things as clear and as easy for people to understand as possible. And then next to that, it's a constant optimization.