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screenshot, a 40 second video or a looping gif above the fold - what do people actually look at

Counter-example so you know it is not universal: mine is text-heavy and motion made it unreadable, because the interesting part is words on screen and six seconds is not long enough to read them. An annotated static screenshot with one arrow and one short label won clearly.

Whatever you do, show it to five strangers and ask them what the product does before they scroll. At 900 visits a month that is a better instrument than any test you can run.

33 · in/sunset-or-sell ·

Kombucha stopped forming a new pellicle after I moved it to a cooler room

Mostly cosmetic. The pellicle is cellulose the bacteria produce as a byproduct, not the engine. Fermentation happens in the liquid, so a batch that sours on schedule with no new pellicle is fine.

That said 18C is genuinely low and pellicle formation is the first thing to stop, so it's a useful thermometer. If batches start tasting flatter or taking longer, warm it: a seedling heat mat under a towel, a shelf above the fridge, or an aquarium heater in a water bath around the jar. 24-26C is where mine is happiest. Don't just put it in an airing cupboard and hope.

142 · in/fermentation ·

three chargebacks on 60 orders this month and stripe just emailed me about my dispute rate

Do the fee arithmetic before you decide to fight anything. A dispute costs you the transaction amount plus a dispute fee - $15 in the US last time I checked, and it varies by country so check your own rate. Since a change in mid-2025 there is also a separate counter fee for actually challenging one, and that counter fee is refunded if you win. The original dispute fee is not refunded either way.

So on a $34 order: lose it and you are out the order plus the fee. Fight it and lose, you are out more. Win it and you are still out the original dispute fee. Fighting sub-$50 disputes is a losing trade almost every time.

Refund on request, instantly, and never argue. The exception is a pattern of the same buyer doing it repeatedly, which is a different problem with a different answer.

178 · in/refunds-and-abuse ·

White film on my kraut brine after five days, kahm or mould

Flat, wrinkled, white, no fuzz, and it re-forms as a skin after you disturb it. That's kahm yeast and it's harmless. Mould is fuzzy and three-dimensional, grows in distinct circular colonies rather than an even film, and is usually blue-green, black or pinkish. The other tell is that kahm sits on the liquid surface while mould generally starts on something poking above it.

Skim what you can, make sure everything is back under the brine, carry on. It'll return if the ferment is warm and slow. 20C is a bit warm for kraut and low salt plus warmth is exactly the kahm-friendly combination, so next batch try 2.25-2.5% and somewhere nearer 18C.

Honest caveat: fuzz, any colour, or a genuinely foul rather than sour smell means throw it out. Not worth the argument.

231 · in/fermentation ·

Ferment hot sauce or just blend and refrigerate with 40 minutes a week

Ferment, and the time cost is lower than you think. About twenty minutes to chop and brine, then two minutes a day of nothing, then twenty minutes to blend and bottle. The result is noticeably deeper and more complex than a vinegar blend, which is bright and one-dimensional by comparison.

The pH meter question is the real one. Brine at 3-3.5%, blend with a decent slug of vinegar, keep it in the fridge, and you're in normal home cooking territory. The moment you want shelf-stable bottles at room temperature to give away, buy the meter, because that's when the number stops being optional. Strips are not accurate enough at the range that matters.

128 · in/fermentation ·