Homepage, two tall columns
CRO teardown
At-Home Beauty & Therapy Devices
Awe Brands CRO Audit
A 34 minute teardown of Awe Brands, covering how the homepage, the skincare collection and the product page ask shoppers to pick between skincare and therapy devices on their own.
16
Issues found
18
Fixes proposed
34
Minutes of tape
5.2
Overall / 10
34 min watch
01The teardown
Watch the full 34-minute recording.
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02Executive summary
What we found.
The first impression is strong and the audit says so plainly. The FDA cleared badge, the dermatologist codes, the press mentions and the guarantee all load fast, so credibility is not what is missing. The site is clean, well spaced and feels premium, and the products themselves are not weak. The raw material for a high trust purchase is already sitting on the page.
The problem is that the visitor has to do the sorting. Awe Brands sells skincare and physical therapy devices under one roof, and both audiences land on the same homepage and see the same flat row of six categories: skincare, beauty devices, beauty machines, physical therapy devices and more. Nothing says start here for your situation, so the hesitation begins before anyone clicks.
That same silence repeats down the funnel. The skincare collection is a grid of long product names with every item showing a struck through price, and when everything is on sale nothing is. There are no concern based filters and no visual cues on the cards, so comparing means opening five or ten product pages. On the product page the price carries little weight and the selling copy sits collapsed while ingredient specs take the visible space.
The direction shown in the suggested version is one idea applied everywhere: the website is not a shop, it is a salesman. Two entry points on the homepage, a find my device quiz, richer collection cards, a routine finder, outcome led product copy and bundle prompts at the cart. It works as one engine, not as a single page fix.
03The verdict
Problem, opportunity, impact
Core problem
The store sells to two different people, someone chasing firmer skin and someone managing joint pain, but both land on the same flat list of six categories with nothing telling them where to start.
Main opportunity
Awe Brands already has the credibility a device buyer needs. Turning the site into a guided buying experience, with two entry points, a device finder and routine building, would let that credibility close instead of just reassure.
Estimated impact
Shoppers reach the right product without opening ten pages to compare, the product page sells outcomes rather than ingredients, and each order has a natural reason to include a second item.
04How we audited
Scored across five dimensions.
5.2
Overall
Five dimensions, each scored out of ten.
The five passes
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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.
2 of 5 dimensions scoring four or below
Branding
7/10
UX
4/10
Trust
7/10
Product Page
5/10
Conversion
3/10
05What we'd fix
Every issue, paired with its fix.
16 issues found, 18 fixes proposed.
Problems identified
Two Audiences Share One Undifferentiated Entry Point
Someone chasing firmer skin and someone managing joint pain land on the same homepage and see the same six categories, with nothing indicating which route belongs to which situation.
Six Flat Categories With No Starting Point
Skincare, beauty devices, beauty machines and physical therapy devices sit side by side with equal weight. The nav lists what exists rather than pointing a visitor toward what fits their concern.
The Site Behaves Like A Catalog, Not A Salesman
The store presents its products and waits. It does not ask what brought the visitor in, does not narrow the options and does not suggest what belongs alongside the item being considered.
Premium Device Category Sold Cold
Beauty and therapy devices are unfamiliar and priced high enough that a wrong choice feels risky. Asking a first time visitor to self navigate that category is the highest friction way to sell it.
Collection Page Loads Slowly On Click
The skincare collection took a visible moment to appear. Shoppers give a page two or three seconds before they assume it is broken and leave, so apps and scripts are worth checking.
Product Names Are Long And Unmemorable
The collection grid is filled with long names a shopper cannot hold in mind or search for later, which reads closer to a dropshipped listing than to a store that owns its range.
Everything Is On Sale, So Nothing Is
Every product in the collection shows a compare at price next to a sale price. With no full price items to contrast against, the discount stops signalling value and becomes background noise.
No Filters By Skin Concern
The skincare collection offers only basic filtering. A shopper who arrives with a specific concern such as dark circles or fine lines has no way to narrow the grid to products that address it.
Product Cards Carry No Decision Cues
The cards are clean but say nothing about what each product solves, which is the bestseller or what is currently popular, so all the sorting work is pushed onto the shopper.
Comparing Means Opening Ten Product Pages
Because the cards are thin, choosing between similar items requires opening five or ten product detail pages, comparison work that could have been settled on the collection page itself.
Product Page Loses The Homepage Momentum
The homepage builds real credibility, then the product page does not carry it forward. The page is above average rather than persuasive, and the drop in energy is where interest cools.
Price Is Given Too Little Visual Weight
Price is one of the decision points on the page, but it is set light enough that it reads as an afterthought instead of a figure the shopper can settle on and move past.
Ingredient Specs Lead Instead Of Outcomes
The page leads with figures such as 2000 ppm exosomes. A shopper is looking for fewer freckles or lighter dark circles, and the ingredient number does not answer that on its own.
The Selling Copy Is Hidden In Collapsed Tabs
The description holds the strongest material on the page, and it sits behind a collapsible section while less persuasive detail takes the visible space above it.
No Routine Or Companion Product Prompts
Beauty and wellness buyers naturally purchase in routines, but the product page offers no pairing, no device plus serum set and no reason to add the item that completes the result.
Nothing Works On The Order After Add To Cart
The cart accepts the product and stops there. At the point where trust is highest and a second item is easiest to add, the page makes no attempt to complete the routine.
Recommendations
Split The Homepage Into Two Clear Routes
Replace shop devices with two named entry points, renew your skin and relieve muscle pain, so each visitor picks their own path in the first screen rather than reading a category list.
Build A Find My Device Finder
Ask three or four questions about what the visitor is treating and return a recommended device. The right question does more selling than the product grid does.
Add A Routine Finder To The Collection
Ask what they are treating, whether they already own a device and how many steps they will do, then build the routine. It sells several products to one shopper instead of one.
Shorten Product Names To Something Memorable
Rewrite the long descriptive names into short ones a shopper can remember and search for later. Long strings of specification read as dropshipped rather than owned.
Reserve Sale Pricing For A Small Set
Take most of the range back to full price and mark only a genuine few as reduced, so the discount signals something again instead of appearing on every card.
Filter The Collection By Skin Concern
Add filters built around what the shopper came in with, such as fine lines, dark circles or pigmentation, so the grid narrows to products that answer their actual problem.
Rebuild The Product Cards To Do More Work
Put the problem each product solves, the review count, when to use it and how easy it is on the card, so comparison happens in the grid rather than across ten open tabs.
Badge Bestsellers And Trending Products
Mark the products people actually buy and the ones currently moving. It is the on page version of a salesperson saying this is the one people keep coming back for.
Check And Fix The Collection Load Time
Audit the installed apps and scripts slowing the skincare collection. A page that hesitates for a few seconds loses visitors who assume the store is broken.
Lead The Product Page With Outcomes
Open with what the product changes, such as reduced freckles or lighter dark circles, and let the ingredient detail support that claim rather than stand in for it.
Move The Ingredient Detail Further Down
Keep the full formula on the page for the shopper who wants to check it, but place it below the benefits where it serves curiosity rather than blocking the pitch.
Bring The Description Out Of The Accordion
Unfold the selling copy currently hidden in the collapsible section and give it the visible space on the page, since it holds the strongest material the product has.
Give Price More Visual Weight
Set the price so it carries at least as much presence as the surrounding elements. It is a decision point and the shopper should not have to hunt for it.
Add A Free Shipping Progress Cue
Show how far the shopper is from free shipping on the product page and in the cart, and surface a small set of items that would complete the routine and close the gap.
Offer A Device Plus Serum Set
Pair each serum with the device that improves its result, and explain the pairing in terms of the outcome rather than the saving, so the upgrade reads as advice.
Work The Cart Instead Of Accepting The Order
At add to cart, offer the routine completion, the bundle and the subscription. The decision to trust the store has already been made, so a second item is an easy yes.
Publish A Cost Comparison Against Clinic Visits
Show the break even between buying a device and repeat clinic appointments. It gives a premium price a reference point the shopper can check for themselves.
Ship The Changes As One Connected System
Fix the homepage routing, the collection cards and the product page together. Improving one page in isolation will not move the result because the friction simply moves along the path.
06The redesign
The version we'd build.
A concept redesign created by Convertica Studio from this audit. It shows how the store could work, it is not the live store.
Homepage centre, product left, collection right
Cart slide over open over the collection page, whole screen
Concern and device finder, step by step
Product page, two tall columns
Product page first screen: header and buy box
Collection page first screen: header, finder strip, filters, first row
Three phone screens: home, collection, product
07Key takeaways
The teardown in 7 lines.
- The website is not a shop, it is a salesman, and a salesman asks what brought you in before showing you anything.
- Awe Brands sells to two different people under one roof, and the homepage asks both of them to work out which door is theirs.
- Credibility is not the gap here; the FDA cleared badge, dermatologist codes and press mentions are already doing their job.
- If everything is on sale, nothing is on sale, and the discount stops carrying any meaning at all.
- A collection page that forces ten product pages open to compare has handed the shopper work it should have done itself.
- People buy outcomes, not ingredients; 2000 ppm exosomes means nothing next to clearer skin.
- Asking the right question is what sells, because a shopper who hears their own concern repeated back already trusts the answer.
08Questions
Questions this audit answers.
No. The audit states up front that this is not about colors, fonts or surface cosmetics. The site already looks clean and premium. The issue reviewed is how visitors are asked to find the right product, which is a structural question rather than a visual one.
It is a site that behaves the way a good salesperson behaves in a physical store. It asks what the visitor came in for, narrows the options to that concern, explains the outcome rather than the specification, and then suggests what completes the result. The alternative is a catalog that waits.
It is only a problem when both audiences share one entry point. Someone managing joint pain and someone chasing firmer skin have nothing in common, yet they see the same six flat categories. The audit recommends two named routes on the homepage so each visitor self selects immediately.
Discounts work by contrast. When one or two items carry a reduced price, they stand out and pull attention. When every card in the collection shows a struck through price, there is nothing to compare against, so the shopper stops reading it as a saving.
Two reasons come up in the audit. A shopper cannot remember or later search for a long descriptive string, so the product disappears from mind after the visit. Long specification style names also read closer to a dropshipped listing than to a brand that owns its range.
The problem the product solves, the reviews, when to use it and how easy it is. The point is to let a shopper compare inside the grid. Right now the cards are thin enough that choosing means opening five or ten product pages side by side.
Ingredients matter to a shopper who is already interested and wants to check the formula. They do not answer the question the shopper arrived with. The audit recommends leading with the outcome, such as reduced freckles or lighter dark circles, and keeping the formula available further down.
It asks three or four questions about what the visitor wants to address and returns a recommended product. The audit compares it to a doctor naming the symptom you already feel. Once the question matches the concern, the recommendation is trusted before it is read.
Beauty and wellness buyers tend to purchase routines rather than single items. The audit points to routine building on the collection page, device plus serum sets on the product page, and free shipping progress at the cart as the places where a second item becomes an easy yes.
No. The audit is explicit that it is a strategic direction rather than a finished redesign. Placeholder names and demo content appear in it. What matters is the structure being demonstrated: entry points, guided finders, richer cards and outcome led product copy.
The audit argues against it. The homepage routes people, the collection page narrows them, the product page removes hesitation and the cart completes the order. Fixing one stage while the others stay as they are simply moves the friction along the path rather than removing it.
The recording runs 34 minutes. It covers the Awe Brands homepage, the skincare collection page and a product page as they exist today, then walks through a suggested version of the homepage, collection page, product page, a find my device flow and a gift edit, closing with a summary and next steps.
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What's included
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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.
-
Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.