Aromers CRO Audit
A CRO teardown of Aromers, a UK designer-inspired fragrance store with a strong three for £29.95 offer, covering the homepage, collection page and product page, then a redesign built to help visitors choose a scent.
Watch the full 34-minute recording.
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What we found.
Aromers sells designer-inspired fragrances in extrait concentrations, and the offer behind them is strong: three bottles for £29.95, a 30-day refund and tracked delivery. The collections are well put together, the homepage already carries a reviews section that does its job, and the product page includes a bundle section that shows the store is already thinking about order value.
The trouble is that the site presents all of that like a catalogue. The homepage opens with a 10% off pop-up that most visitors close on sight, then moves from reviews straight into bestsellers and the men's category. It never answers what the store is, who it is for, or why a stranger should trust it, and the navigation gives almost no way to explore beyond a basic menu.
The same pattern repeats further down. The collection page is a grid with no filters for scent family, notes, longevity or house, so a visitor who wants something fresh or woody has to open products one by one. The product page is the default Shopify template, and the top, heart and base notes that actually sell a scent are buried inside a long block of description that nobody reads.
The redesign turns the store into a salesman. Navigation by house, season and moment, a Find My Scent quiz, product cards that carry notes and scent family, a bundle builder with one-tap trios and a product page built for scanning all give the visitor reasons to buy and remove reasons to leave. The idea to keep is simple: a scent cannot be smelled online, so the site has to explain it.
Problem, opportunity, impact
The site works like a catalogue, not a salesman. It shows that scents exist but never explains what they smell like, never helps a visitor narrow the range, and asks people to buy bestsellers before they have had a chance to explore.
Aromers already has the offer, the reviews and the range. With navigation by house, season and moment, a Find My Scent quiz, product cards that carry notes and scent family, and a bundle builder, the store can guide a stranger from curious to confident.
More visitors reach a scent that fits them instead of leaving, more of them add a second and third bottle through the bundle, and the free delivery threshold and trio prompts lift the average order va
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, 16 fixes proposed.
A Ten Percent Pop-Up Greets Every Visitor First
The first thing a new visitor sees on designerdupes.co.uk is a 10% off entire order pop-up. In session recordings across hundreds of stores, people close this kind of overlay almost every time, so it distracts without adding value.
The Discount Is Spent On A Distraction
The same 10% that currently powers the pop-up could be used to lift average order value through bundles and thresholds. Right now it buys an interruption rather than a bigger basket.
The Homepage Never Answers The Three Opening Questions
A visitor landing on Aromers is not told what the store is, who it is for, or why they can trust it. Those three answers are what build authority in the first seconds, and the current homepage skips them.
Navigation Offers One Basic Way To Browse
The menu is a minimal list of categories. There is no way to explore by fragrance house, season, moment or recipient, so a visitor with a clear preference has nowhere to start.
The Homepage Jumps From Reviews Straight To Bestsellers
The reviews block is good, but immediately after it the page pushes bestsellers and the men's category. That is the equivalent of a shop assistant pointing at products before the customer has looked around.
The Homepage Tries To Sell Instead Of Helping People Explore
Every section on the current homepage is asking for a purchase. None of it helps a visitor find the product they came for, which is the job the homepage is supposed to do before any selling happens.
The Collection Page Is A Grid Without Filters
There is no way to filter the range by note, scent family, longevity or house. Someone looking for a fresh scent or an oud has to open each product in turn, and most will not.
Nothing Tells A Visitor What A Scent Smells Like
A perfume cannot be seen or smelled through a screen, so the site has to describe it. The collection grid shows names and prices only, with no sense of whether a scent is woody, sweet, earthy or aquatic.
The Product Page Is A Default Shopify Template
The product page follows the stock Shopify layout. It presents the product as available to buy rather than making a case for it, and it does none of the explaining a fragrance needs.
Top, Heart And Base Notes Are Hidden In The Description
The notes are the main selling point of each scent, yet they sit inside a block of paragraph text. A visitor has to hunt for them when they should be the first thing on the page.
The Description Is A Long Block That Nobody Scans
The product copy is one long run of text. Almost every visitor scans before they read, and this layout gives them nothing to scan, so the value of the product is never registered.
Shipping Calculated At Checkout Adds Late Friction
The product page states tax included, shipping calculated at checkout. The delivery cost appears as a surprise at the end instead of being framed as a choice the visitor can act on.
The Bundle Upsell Exists But Does Little Work
The three for £29.95 offer is present on the product page and the homepage, which is the right instinct, but it is shown as a line rather than built as a tool that helps people pick three.
Remove The Pop-Up And Put The Discount To Work
Take the 10% off overlay down immediately. Reuse the same margin inside bundle pricing and the free delivery threshold, where it increases the size of the basket instead of interrupting the visit.
Answer What, Who And Why Trust Above The Fold
Open the homepage by stating what Aromers is, who the scents are for, and the proof that it can be trusted: extrait concentrations, three for £29.95, the 30-day refund and tracked delivery.
Rebuild Navigation Around House, Season And Moment
Give the menu several routes into the range: by inspired house such as Creed, YSL, MFK and Dior, by season, by moment, and by recipient. Each route is a different way a real customer thinks about buying a scent.
Add A Find My Scent Quiz And Send Ad Traffic To It
Build a short quiz that asks who it is for, which house they wear now and when they want to wear it, then recommends products. Point Meta campaigns at this page so paid visitors arrive at a conversation, not a grid.
Move Bestsellers Below Trust And Discovery
Keep the bestsellers section but place it after the brand answers, the quiz prompt and the ways to explore. By the time a visitor reaches most worn this month they should already feel oriented.
Put Notes, Scent Family And Inspired By On Every Card
Redesign the product card to show the name, the inspired by line, the rating, the notes and the scent family such as fresh, woody or aquatic. The visitor should be able to decide from the card without opening the product.
Add Filters For Scent Family, Longevity, Season And House
Give the collection page working filters for scent family, longevity, season and moment, inspired house and recipient. This is the digital version of asking a customer what kind of smell they are looking for.
Open Each Collection With A Start Here Row
Almost every visitor is new, so lead each collection with a short row labelled best value, top rated and most gifted. It gives someone with no experience of the products an easy first choice.
Let Visitors Move Between Collections Without Going Back
Place links to the other seasons, houses and moments at the top of each collection page so a visitor browsing autumn can switch to winter or to a house in one click.
Show Top, Heart And Base Notes First On The Product Page
Pull the notes out of the description and present them as the first block under the title. Follow with concentration and longevity, how to wear it and layering, each as a short scannable section.
Rebuild The Product Page For Scanning
Replace the single block of copy with a product in a sentence, reassurances, what makes it different from the original, cost per millilitre and reviews. Every piece of information should be visible without reading a paragraph.
Turn Delivery Into A Choice With A Threshold
Show a message such as £27.50 away from free delivery on the product page. The visitor either adds more and qualifies, or pays for delivery knowingly, so the cost stops being a surprise at checkout.
Build A Bundle Builder With One-Tap Trios
Let visitors pick any three with filters inside the builder, for example one oud and one fresh, and offer ready-made trios that add all three in one tap for £29.95. This is where the three for £29.95 offer earns its keep.
Explain Why It Costs £25 And Still Lasts All Day
Add a section that walks through the concentration and the price so the low cost reads as value rather than a reason to doubt the quality.
Answer Closeness, Longevity, Samples And Who Makes It
Give the questions every dupe buyer asks a visible home: how close it is to the original, how long it lasts, how to try before committing, and who makes the perfumes. Add a from curious to confident path with the sample route.
Add FAQs To Every Collection And Product
Write a short FAQ block specific to each collection and product. It answers the visitor's hesitation on the page and helps the store get surfaced in LLM answers, not only in search results.
The version we'd build.
The teardown in 7 lines.
- Aromers does not have a traffic problem; it has a confidence problem with the traffic it already gets.
- A homepage that pushes bestsellers before it explains the store behaves like a shop assistant who will not let you look around.
- A scent cannot be seen or smelled online, so the site has to describe the notes and the family before anyone can choose.
- A collection page without filters is a catalogue, and a catalogue cannot make a buying decision for anyone.
- The three for £29.95 offer only pays off when a bundle builder makes picking three easy.
- A free delivery threshold turns shipping from a checkout surprise into a choice the visitor makes.
- The job is to remove every reason not to buy and leave only Add to Bag.
Questions this audit answers.
Aromers sells designer-inspired fragrances in extrait concentrations through designerdupes.co.uk. The core offer is three bottles for £29.95, backed by a 30-day refund and tracked delivery. Our CRO strategist described this as a serious deal for the category.
The site shows that products exist but does not help a visitor choose between them. There are no filters, the notes are hidden in text and the homepage pushes bestsellers immediately. A salesman asks what you are looking for and then suggests something; the current site never asks.
Session recordings across hundreds of stores show visitors closing this kind of overlay almost every time. It interrupts the first impression without earning anything. The same discount works harder inside bundle pricing and a free delivery threshold.
It should answer three questions in the first seconds: what the store is, who it is for, and whether it can be trusted. After that it should give the visitor ways to explore the range. Bestsellers still belong on the page, just much further down.
It is a short quiz that asks who the scent is for, which house the visitor wears now and when they want to wear it, then recommends products. It is the digital version of a shop assistant asking how they can help. It also works as a landing page for paid traffic.
Scent family, longevity, season and moment, inspired house and recipient. These match the way people actually describe what they want, such as something fresh, something woody or something for autumn evenings.
It is the default Shopify template with one long block of description. The top, heart and base notes, which are the main reason to buy a scent, are buried inside that text. Almost every visitor scans rather than reads, so the value never lands.
Instead of shipping calculated at checkout, the product page tells the visitor how much more they need to add to qualify for free delivery. They can add a bottle and qualify, or pay for delivery knowingly. The cost becomes a choice rather than a late surprise.
Through a bundle builder that lets visitors pick any three with filters, one-tap trios that add three products at once for £29.95, a complete the trio prompt on the product page and the free delivery threshold. None of these require a new discount.
Collection and product FAQs answer the hesitations buyers have on that exact page, such as how close a scent is to the original and how long it lasts. They also help the store appear in answers from LLMs, which our CRO strategist sees as the next layer beyond traditional search.
No. It is a strategic design concept built in Figma as a clickable prototype. It shows what the homepage, collection page, product page and quiz would look like if the problems in the audit were fixed, so the store owner can see the direction before any build.
The recording runs 34 minutes. It covers the current homepage, collection page and product page on designerdupes.co.uk, then walks through the redesigned navigation, the Find My Scent quiz, the new product cards and bundle builder, and the trust and FAQ sections.
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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.
-
Trust & credibility checkThe signals that make first-time buyers convert.
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Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.