Homepage, two tall columns
Homepage, shown as two tall columns so the whole page reads from the first screen to the footer.
CRO teardown
Veteran-Owned Coffee & Tea
Battle Ready Coffee CRO Audit
A CRO audit of Battle Ready Coffee, a veteran-owned coffee and tea store, covering the homepage, the tea collection and a product page, with a redesign built around a guided brew finder.
13
Issues found
18
Fixes proposed
32
Minutes of tape
3.8
Overall / 10
32 min watch
01The teardown
Watch the full 32-minute recording.
Pressing play loads the video from YouTube — you can allow it for every teardown under cookie preferences.
02Executive summary
What we found.
Battle Ready Coffee already has the hard part. The veteran-owned story, the ethically sourced and freshly roasted promise and the badges that back it up give the brand a real point of view. The navigation is clean, with coffee, tea, merch, our story and contact and nothing else to distract. The range is wide, and the owner knows every product in it. None of this needs to be rebuilt.
The problem is that nothing on the site helps a new visitor choose. The homepage shows coffee but does not say who the brand is for or why a stranger should trust it. The tea collection lists eleven products at one price with only availability and price filters, so black teas, herbal blends and a matcha all look the same. Anyone who does not already know what to order has nothing to break the tie.
The same gap repeats on the product page. Candy Cane coffee offers four grinds and five sizes up to twelve pounds with no guidance on which combination suits a drip machine or a French press. There is no review, rating, shipping timeline or return policy near the buy button. The trust built on the homepage does not follow the visitor into a category, and the cart never suggests a second item.
The direction is a guided buying journey. A brew finder asks who the coffee is for, how they brew and what they want it to taste like, then recommends one bag. Collections group products into families with strength and caffeine filters, and every card carries a one line summary. The product page puts proof, shipping and returns beside add to cart. The one idea to remember: the intent is already there, the site only has to guide it.
03The verdict
Problem, opportunity, impact
Core problem
Nothing on the site turns what a visitor wants, how they brew, how strong they like it, or whether it is a gift, into a recommendation, so new visitors face rows of similar looking bags with nothing to break the tie.
Main opportunity
A guided buying journey, with a brew finder on the homepage, collection pages that compare products at a glance, and proof and shipping answers beside the buy button, would let the traffic already arriving from Facebook buy with confidence.
Estimated impact
Fewer visitors leaving to compare elsewhere, more first orders from people who do not know the brand yet, and higher order values from a cart that pairs a bag with a mug or tester to reach free shippi
04How we audited
Scored across five dimensions.
3.8
Overall
Five dimensions, each scored out of ten.
The five passes
-
01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
-
02
Mobile UX audit 70% of your traffic — judged on its own terms.
-
03
Trust & credibility check The signals that make first-time buyers convert.
-
04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
-
05
Prioritized CRO roadmap Ranked by impact vs. effort, ready to ship.
4 of 5 dimensions scoring four or below
Branding
6/10
UX
4/10
Trust
3/10
Product Page
3/10
Conversion
3/10
05What we'd fix
Every issue, paired with its fix.
13 issues found, 18 fixes proposed.
Problems identified
Homepage Hero Shows Coffee But Not Who It Is For
The banner shows coffee and little else. It does not say what the brand is, who it serves or why a first time visitor should trust it before handing over card details.
Trust Signals Live Only On The Homepage
The veteran-owned story, the sourcing promise and the badges sit on the homepage alone. Click into coffee or tea and none of it follows, so the pages where decisions happen carry no proof.
The Homepage Stacks Sections With No Route Through Them
Coffees, crafted with purpose, shop tea, teas with badges, FAQs, more teas, mugs and caps follow one after another. The page displays the catalogue rather than directing anyone towards a product.
Eleven Teas At One Price With Nothing To Separate Them
The tea collection lists eleven products all priced at $22.99. Some are caffeinated black teas, some are herbal blends and one is a matcha, but from the grid they are indistinguishable.
Collection Filters Cover Only Availability And Price
The only filters are availability and price. Nothing lets a visitor narrow by caffeine, strength, flavour or occasion, so the one tool that could help them choose does not exist.
The Collection Page Is A Catalogue, Not A Guide
The page shows what the store has in stock and nothing more. To compare two teas a visitor has to open each one in turn, which is work most people will not do before leaving.
Four Grinds And Five Sizes With No Help Choosing
The Candy Cane product page offers four grind options and five sizes running from 12 ounces to 12 pounds. Nothing says which grind fits an espresso machine or a French press, so the visitor is left guessing.
No Reviews Or Ratings Anywhere On The Product Page
The product page carries no review, rating or star count. Someone being asked to commit to a twelve pound bag has no evidence that anyone else has bought it and been happy.
Shipping And Returns Are Absent At The Point Of Decision
Nowhere near the price or the buy button does the page say when the order will arrive, what delivery costs or what happens if the coffee is not right. There is no safety net at the moment it matters.
The Product Page Describes Instead Of Persuades
The page confirms that Candy Cane exists and costs $23.99. It does not say what the coffee tastes like, how strong it is or what it will do for the person drinking it, so it never justifies the purchase.
Nothing Raises The Average Order Value
There are no related products, no bundles and no incentive to add a mug or tester to a bag. Every order is a single item, and the store pays to ship each one on its own.
No Mechanism Turns Preference Into A Recommendation
Nothing on the site asks how a visitor brews, how strong they like it or whether they are buying a gift, and nothing turns those answers into a specific product. That only works for people who already know the brand.
Low Traffic Makes Every Hesitation Expensive
Visitors arrive from Facebook posts in small numbers. With so few people landing, each one who hesitates and leaves to compare elsewhere costs the store more than it would on a busy site.
Recommendations
Rebuild The Hero To Answer Who, What And Why Trust
Put the veteran-owned story, the roast date promise and the badges into the first screen, so a stranger learns what the brand is, who it is for and why it is credible before scrolling.
Add A Find Your Brew Quiz To The Homepage And Navigation
Ask three or four questions, who it is for, tea or coffee, how they brew and what they want it to taste like, then recommend one specific bag with its proof and an add to cart button.
Split Visitors Into Two Paths From The First Screen
Keep coffee, tea and merch as a fast route for people who know what they want, and place the brew finder beside it for everyone who does not.
Carry Trust Signals Into Every Collection And Product Page
Repeat the roast date, sourcing promise and shipping and returns answers on collection pages and beside the buy button, so the credibility built on the homepage follows the visitor to the decision.
Group The Catalogue Into Families Visitors Can Pick From
Organise coffee into blends, flavoured, single origin and sample packs, and tea into its own groups, so a visitor opens the one family that describes them instead of scrolling the whole range.
Add Filters For Strength, Caffeine And Flavour
Replace availability and price as the only filters with family, how strong, caffeine level and taste, so eleven identical looking teas narrow to two or three in a couple of clicks.
Put A One Line Summary And Rating On Every Product Card
Give each card the image, the star rating, the name, a short line on what it tastes like and who it suits, the price and a quick add button, so nobody has to open ten tabs to compare.
Badge Best Sellers, Decaf And Roast Level On The Cards
Mark the best seller, the medium roasts and the decaf options directly on the grid so the cues that break a tie are visible without a click.
Show Flavour And Intensity Before The Price On Product Pages
Open the Candy Cane page with a plain flavour line and an intensity indicator, so a visitor understands the coffee before they reach the grind and size selectors.
Tie The Grind Selector To The Brewing Method
Add a helper beside the grind option that maps each grind to drip, pour over, French press, espresso or cold brew, so nobody guesses across four grinds and five sizes.
Place Shipping, Returns And Freshness Directly Under Add To Cart
State delivery time, the return policy and the roast date in plain sight below the button, not in a footer link, because that is where the decision is made.
Repurpose Store-Wide Reviews Until Product Reviews Arrive
Show the store's overall rating and review count on products that have none yet, so a visitor learns that other people have bought from Battle Ready Coffee and been satisfied.
Add A Free Shipping Threshold And Cross Sell To The Cart
Show how far the cart is from free shipping and offer a mug, tester or shirt that closes the gap, so the customer saves on delivery and the store ships two items for the cost of one.
Offer A Build Your Own Bundle And A Subscription Option
Let visitors assemble their own bundle at a discount and subscribe for a recurring saving, so a single bag becomes a repeat relationship rather than a one off order.
Add A Gift Finder And Occasion Routes
Give gifting, occasions and sample packs their own entry points, so a visitor who came for themselves is shown the idea of buying for someone else as well.
Make Add To Cart The Most Visible Button On The Page
Give the button the size and contrast that nothing else on the product page competes with, since it is the single control that runs the business.
Explain How The Order Reaches The Customer
Add a short how it works section and a comparison against buying coffee from a marketplace, so a curious reader sees the roast to door process and why this brand stands out.
Close Every Page With The Questions Visitors Still Have
End the homepage, collection and product pages with a short FAQ on freshness, shipping and returns, so nothing a hesitant buyer might wonder is left unanswered.
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
The homepage in the centre with the product page on the left and the collection page on the right.
Cart slide over open over the product page, whole screen
The cart slide-over open over the product page, the whole screen with the drawer visible top to bottom.
Find Your Brew quiz, step by step
The Find Your Brew quiz, step by step: who it is for, coffee or tea, how she brews it, what it should taste like, then her match.
Product page, two tall columns
The product page as two tall columns, from the gallery and buy box down to the footer.
Product page first screen: header and buy box
The product page first screen: header and the buy box with sizes, grind, purchase options and delivery lines.
Coffee collection first screen: header, filters, first row
The Coffee collection first screen: header, banner, filters and the first row of products.
Three phone screens: home, collection, product
Three phone screens, staggered: home, collection and product.
07Key takeaways
The teardown in 7 lines.
- The biggest opportunity at Battle Ready Coffee is not more traffic but helping the visitors already arriving feel confident enough to buy.
- Eleven teas at the same price with only availability and price filters gives a new visitor nothing to break the tie.
- A product page with four grinds and five sizes and no guidance asks the visitor to do the work the store should have done.
- Reviews, shipping times and the return policy belong beside the add to cart button, because that is where the decision is made.
- Trust built on the homepage is wasted if it does not follow the visitor into the collection and product pages.
- A brew finder that asks how someone brews and what they like turns a grid of similar bags into one recommendation.
- A free shipping threshold and a cross sell in the cart raise order value without cutting the price of a single product.
08Questions
Questions this audit answers.
The brand has a genuine point of view. The veteran-owned story, the ethically sourced and freshly roasted promise and the badges that support it all sit on the homepage, and the navigation is clean with just coffee, tea, merch, our story and contact. The audit found the products and the story are not the problem.
The store's traffic is low and comes mostly from Facebook posts, but our CRO strategist concluded that growing it would not fix much on its own. Visitors who land already have intent. The site then gives them no way to find the right product, so they leave to compare elsewhere. Fixing that converts the traffic already arriving.
It lists eleven products, every one priced at $22.99, with only availability and price as filters. Some are caffeinated black teas, some are herbal blends and one is a matcha, but nothing on the grid tells a visitor which is which. When everything looks the same, people do not pick, they leave.
The page offers four grinds and five sizes from 12 ounces to 12 pounds with no guidance on which combination suits a given coffee maker. There is no review, no rating, no shipping timeline and no return policy anywhere near the price or the buy button. The visitor is asked to commit with no proof and no safety net.
It is a short finder placed in the hero and the navigation. It asks who the coffee is for, whether they want tea or coffee, how they brew and what they want it to taste like, then recommends one specific bag with its reviews, reassurances and an add to cart button. It turns a visitor's preferences into a product instead of leaving them to browse.
The audit suggests repurposing reviews from across the store. Showing the overall store rating and review count on a product like Candy Cane tells a visitor that other people have bought from Battle Ready Coffee and been satisfied, even before that particular bag has reviews of its own.
The cart shows how far the order is from free shipping and offers a mug, tester or shirt that closes the gap. The customer saves the delivery charge and the store ships two items for the cost of one. A bundle builder, pairings on the product page and a subscription option add further ways to grow each order.
No. The concept keeps the veteran-owned story, the existing range and the current navigation. What changes is the journey between landing and buying: who the brand is for in the first screen, routes into the right family of products, comparable product cards, and proof and answers at the point of decision.
That button is where the decision is made. A visitor about to click it is asking when the order will arrive, what delivery costs and what happens if the coffee is not right. Answering those questions in a footer link is too late. Placing them directly under the button removes the hesitation at the exact moment it appears.
Products are grouped into families such as blends, flavoured, single origin and sample packs, with filters for strength, caffeine and taste. Each card carries a rating, a one line summary, badges for best seller or decaf and a quick add button, and the page ends with a prompt to use the brew finder for anyone still unsure.
No. It is a strategic concept put together by the studio's design team to show the direction, so some product names, prices, images and dates are placeholders. The audit is the diagnosis and the concept is the direction. Building it as a live Shopify experience is the work Convertica proposes on a follow up strategy call.
Our CRO strategist reviewed the Battle Ready Coffee homepage, the tea collection page and the Candy Cane coffee product page, then presented a redesigned homepage, collection page, product page and cart. The recording runs about 32 minutes, with chapters for each page's audit, each strategic solution and a closing summary.
Related audits
More teardowns from the library.
Free CRO audit
See what's quietly costing you sales.
Tell us about your store and we'll send a personalized 5-minute video showing exactly where you're losing buyers — and how to win them back.
Takes about 40 seconds. No call required.
What's included
-
5-minute video teardownA personalized walkthrough of your store, recorded by Eva.
-
Homepage & PDP reviewWhere attention leaks and buyers hesitate.
-
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.