A Hearts of Passion CRO Audit
A CRO teardown of A Hearts of Passion, a handmade scented body care store, covering the homepage, collection page and product page, and the guided buying journey the redesign adds in their place.
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What we found.
A Hearts of Passion sells handmade scented body care: sugar scrubs, soap bars, whipped body butter, body wash, lotion and body spray, across a wide range of scents at a fourteen to twenty dollar price point. The product photography is clean, the navigation already separates the main product types, and the Passionate Sugar Scrub page carries real customer reviews, the strongest trust signal the site has.
The core problem is that the website shows the catalogue and then stops. The hero says shop best sellers and shop the men's collection, but it does not say what the brand is, who it is for, or why anyone should trust it. There is no maker story, no process photo and no customer photo on the homepage, so luxury and craft stay as claims. Every visitor is sent to the same grid, whether they know their scent or not.
That same pattern repeats on the collection page, where scrubs, soaps and butters sit together in one list with only availability, price and alphabetical sorting to narrow it. Nothing explains texture, skin fit or what each scent smells like, so comparing two products means opening two tabs. On the product page, add to cart stands alone with no delivery, returns or pairing information beside it.
The redesign turns the site into a guide. A scent finder asks who the product is for and what it should do, then recommends two or three products. Collection pages teach texture before showing the grid, and product pages answer delivery and returns questions next to the button and offer a duo at a discount. The idea worth keeping: the website is the salesperson, and right now it is not talking.
Problem, opportunity, impact
Six product types and a long list of scents are presented as one flat grid, with no guidance on which scrub, soap or butter suits a visitor, and no proof on the homepage to back the luxury and handmade claims.
A store that behaves like a salesperson, with a scent finder that asks who it is for and what it should do, collection pages that explain texture and skin fit, and product pages that answer delivery and returns questions next to add to cart.
Visitors who arrive with intent can find a matching scent without opening several tabs, hesitation at add to cart drops, and duo offers raise the value of each order instead of relying on new traffic.
Scored across five dimensions.
Five dimensions, each scored out of ten.
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01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
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02
Mobile UX audit 70% of your traffic — judged on its own terms.
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03
Trust & credibility check The signals that make first-time buyers convert.
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04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
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05
Prioritized CRO roadmap Ranked by impact vs. effort, ready to ship.
Every issue, paired with its fix.
13 issues found, 17 fixes proposed.
Hero Section Answers None Of The First Questions
The homepage opens with shop best sellers and shop men's collection over a photo, and never says what the brand is, who it is for, or why a first time visitor should trust it.
No Maker Story, Process Photo Or Customer Photo
Luxury and handmade are the central claims, but the homepage carries no maker story, no process image and no customer photo, so a visitor at this price point has no reason to believe them.
Every Visitor Is Sent To The Same Grid
Whether someone knows their scent or has never bought a scrub before, the homepage routes them to the same catalogue. There is no start here path for the undecided.
No Gift Entry Point Despite Gifting Demand
A men's collection in the navigation shows that gifting is already happening, yet nothing on the homepage lets a visitor shop for her, for him or for an occasion.
Products Are Named But Not Shown On The Homepage
The homepage promises best sellers and collections but shows names rather than products, so the visitor has to click through before seeing a single jar.
Collection Page Is A Catalogue, Not A Guide
Scrubs, soap bars and butters sit together in one list. The page shows what the store has but gives no signal about which product suits which skin or purpose.
Filters Only Cover Availability, Price And Order
The only ways to narrow the collection are availability, price and alphabetical sorting. There is no filter by product type, scent family, texture or skin need.
Product Cards Give A Name And Nothing Else
Only two or three cards carry a review, and none carry a summary, so comparing products means opening several tabs and holding the details in your head.
Scents Cannot Be Understood Without Smelling Them
A visitor cannot smell a jar through the screen, and the site offers no description of what fruity, fresh or floral scents actually carry, so the choice is a guess.
Add To Cart Stands Alone With No Reassurance
On the Passionate Sugar Scrub page the button is followed by Shop Pay and a you may also like row. Delivery time, returns and what if it is wrong are not answered where the decision is made.
Reviews Sit At The Bottom And Are Thin
Reviews are the best thing on the product page, but they are pushed below the fold and the scrub page shows one, so the proof arrives after the visitor has already hesitated.
No Attempt To Raise Average Order Value
There are no pairs, duos or bundles anywhere on the site. A visitor who wants a scrub is never offered the matching soap or lotion, so every order ships one item.
Product Page Talks Ingredients, Not Outcomes
The page lists what the product is and the scent options, but it does not show the result on skin or compare it with other textures, which is what the buyer is actually weighing.
Rewrite The Hero To Answer Three Questions
State in the hero what the brand makes, who it is for and why to trust it: mixed by hand, scented to order, with the review count placed directly under the two buttons.
Add A Find My Scent Quiz To The Hero
Put a finder beside shop all body care. Ask who it is for, which scent family they like, what the product should do and whether they want one item or a duo, then recommend two or three products.
Put Proof And Process On The Homepage
Add a maker story, a photo of the jars being whipped and customer photos, along with a short section on why handmade body care beats a supermarket shelf.
Build Guided Funnels For Each Product Type
Give scrubs, butters, washes, lotions, oils and sprays their own clear routes from the homepage so a visitor picks a lane instead of scrolling the whole catalogue.
Publish A Scent Chart Visitors Can Scan
Describe each scent family in plain words, such as fruity with ripe mango and a cool green edge, and list which textures it comes in, so a visitor can choose without smelling it.
Create Occasion And Gifting Entry Points
Add for her, for him and occasion sections so a visitor who came for themselves is given the idea of a gift, and one who came for a gift finds the route straight away.
Show Best Sellers With Self Explaining Cards
Introduce best sellers only after trust is built, with cards that carry the image, a one line description of what it does, star rating, price and a quick add to cart.
Open Each Collection With A Short Education Block
Lead the body butter collection with what whipped butter is, the textures available, which skin needs each suits, and how long a jar lasts, before the grid appears.
Add Filters For Type, Scent, Texture And Skin Need
Replace the availability and price filters with ones that match how people shop: product type, scent family, richness and the result they want, such as hydrate or exfoliate.
Give Every Product Card A One Line Summary
Put a short line under each name, such as velvet whipped butter that melts in, with a richness marker, review stars and price, so comparison happens on the collection page.
Badge Best Sellers And Most Loved Products
Mark a few products as best seller or most loved so the undecided visitor gets a quiet nudge toward a safe choice without the page shouting.
Move Reassurance Next To The Add To Cart Button
Place delivery time, the free shipping threshold, the returns promise and a made to order note directly under the button, where the decision is made, instead of at the bottom.
Offer A Duo Or Pair On Every Product Page
Add a build a duo block under add to cart that pairs the scrub with a soap or lotion at a discount, so one visitor buys two products and one parcel ships instead of two.
Repeat The Any Two Items Offer Across The Site
Show the duo discount in the hero badges, on the collection page and beside the price on the product page so the offer is familiar by the time the visitor decides.
Describe Outcomes, Not Just Ingredients
Replace the ingredient list with what the product does on skin, with result photos and texture comparisons, so the page sells the feeling rather than the contents of the jar.
Add FAQs To Collection And Product Pages
Answer the common questions about scent strength, how long a jar lasts, delivery and swapping a scent that is not right at the bottom of each page so nothing is left unanswered.
Capture Email With A First Pick Offer
Close the homepage with a sign up that promises first pick of new jars, so a visitor who is not ready to buy today can still be brought back.
The version we'd build.
The teardown in 7 lines.
- The store's biggest opportunity is not more traffic but helping the visitors it already has feel confident enough to buy.
- A homepage that says shop best sellers without saying what the brand is or who it is for leaves a first time visitor guessing.
- Luxury and handmade are claims, and at a fourteen to twenty dollar price point a visitor needs to see the maker before believing them.
- A collection page that lists scrubs, soaps and butters together with only price and availability filters is a catalogue, not a salesperson.
- A visitor cannot smell a jar through a screen, so a scent chart and a finder quiz do the job the nose would do in a shop.
- Delivery, returns and what if it is wrong must be answered next to the add to cart button, because that is where the decision is made.
- Offering a duo at a discount sells two products to one visitor and ships one parcel, which is the simplest way to raise order value.
Questions this audit answers.
Handmade scented body care: sugar scrubs, soap bars, whipped body butter, body wash, lotion and body spray. The products come in a wide range of scents and sit at a fourteen to twenty dollar price point. The navigation also carries a men's collection.
The site presents everything as a catalogue and leaves the choosing to the visitor. Six product types and many scents are shown as one grid, with no guidance on which product suits whom and no proof on the homepage to support the handmade and luxury claims. Our CRO strategist put it simply: the website is the salesperson, and it is not talking.
In a physical shop, a salesperson asks what you are looking for, narrows the shelf to three or four options and helps you compare them. An ecommerce site has to do that same job on its own. Right now this store shows the shelf and walks away, which is why visitors with intent still leave.
It shows a photo with shop best sellers and shop men's collection, and nothing else. It does not say what the brand is, who it is for, or whether other people trust it. There is no maker story, process photo or customer photo anywhere on the page, so the craft claims have nothing behind them.
The current page is a normal grid, and that is the issue. Scrubs, soaps and butters sit in one list with only availability, price and alphabetical sorting, and most cards show just a name. The redesign opens with a short education block on textures and skin fit, adds filters by type, scent and richness, and gives every card a one line summary so comparison happens without opening tabs.
The questions a buyer has at that exact moment: when will it arrive, what does shipping cost, what if it is the wrong scent, and is it made fresh. The redesign places delivery time, the free shipping threshold, an easy returns promise and a made to order note directly under the button, followed by a duo offer.
Two ways. A find my scent quiz asks who it is for, which scent family they like and what the product should do, then recommends two or three products. A scent chart describes each family in plain words, such as fruity with ripe mango and a cool green edge, and lists which textures carry it.
It is a block on the homepage, collection page and product page that pairs two products, such as a scrub and a soap, at a discount. The current site makes no attempt to raise order value at all. A duo sells two products to one visitor and ships one parcel, which is cheaper than winning two separate customers.
No. Our CRO strategist was explicit that this is not about fonts, colours or making the site prettier. It is about what happens in the visitor's mind from landing to adding to cart, and where hesitation enters that journey.
No. The concept pages use placeholder names, images and prices lifted from the current site to show the structure of a conversion focused layout. The point is the pattern: trust first, guided paths second, products third, reassurance beside every decision.
Most of it does. Any store selling scent through a screen faces the same problem: the visitor cannot smell the product, so the site has to describe, guide and reassure. The hero questions, the scent chart, the collection education block and the reassurance under add to cart transfer directly.
The recording is 43 minutes long. It covers the homepage, the collection page and the Passionate Sugar Scrub product page in diagnosis, then walks through the redesigned homepage, collection page and product page, and closes with the revenue calculator and next steps.
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5-minute video teardownA personalized walkthrough of your store, recorded by Eva.
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Homepage & PDP reviewWhere attention leaks and buyers hesitate.
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Mobile UX audit70% of your traffic — judged on its own terms.
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Trust & credibility checkThe signals that make first-time buyers convert.
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Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.