Be & Beauty CRO Audit
A CRO teardown of Be & Beauty, a UK skincare and haircare store with dermatologist-approved products, covering the homepage, the cleansers collection page and a product page, plus a redesign concept.
Watch the full 29-minute recording.
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What we found.
Be & Beauty sells a wide range of skincare and haircare, including the NovaClear brand, and the products are approved by a dermatologist. The navigation bar already gives visitors clear routes into the store, which most sites get wrong. Reviews exist, 193 of them at 4.7, and the product page shows free UK shipping, a quantity picker and an upsell beside the add to cart button.
The problem is that the homepage behaves like a catalog. It shows acne-prone skincare, SPF and anti-hair loss products the moment someone arrives, before telling them what the business is, who it serves, or why anyone should trust it. The dermatologist approval and the reviews are the strongest things the store has, and both sit where a first-time visitor will not look.
The same pattern repeats further down. The collection page lists cleansers with an image, a name and a price, so every product looks the same and comparing two means opening two pages. The product page carries a single review, a long description that nobody will read, and no word on delivery times or returns next to the button that asks for money. Nothing on the page justifies the price.
The direction our CRO strategist set out is to make the site work like a salesperson instead of a shelf. Lead with the dermatologist and the reviews, ask the visitor what they need through a short routine finder, then use product cards and filters that carry real decision points. The one idea worth remembering: the ingredients for conversion are already on the site, they are just in the wrong places.
Problem, opportunity, impact
The homepage, collection page and product page all behave like a catalog: products with an image, a name and a price, shown before the site has said what the business is, who it is for, or why a stranger should trust it.
A store that leads with its dermatologist approval and its 193 reviews, asks visitors what their skin needs through a short routine finder, and uses product cards and filters that let people choose without opening every page.
More first-time visitors reaching a collection with confidence, fewer leaving a product page over unanswered delivery and returns questions, and larger baskets through routines, bundles and subscripti
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.
15 issues found, 18 fixes proposed.
The Hero Does Not Say What The Store Is
A visitor can guess from the name and the imagery that this is skincare, but the first screen never states what the business does, who it is for, or whether other people trust it.
Dermatologist Approval Is Hidden Below The Fold
The products are approved by a dermatologist, which is the strongest trust signal the store has, yet it is not at the top of the homepage where a first-time visitor would see it.
The Reviews Sit In The Footer
The store has 193 reviews at 4.7, but the only place that number appears on the homepage is the footer. Visitors expect reviews near the hero and beside products, not at the bottom of the page.
Products Are Pushed Before Trust Is Built
The first thing the homepage does is offer acne-prone skincare, SPF and anti-hair loss products for sale. It is the equivalent of a shop assistant pitching before asking what the customer came in for.
Bestsellers Behave Like A Catalog
The bestsellers block shows each product with a name and a price and nothing else, so it lists what is available but gives no way to compare one bestseller against another at a glance.
The NovaClear Banner Says Nothing But Shop
A second hero section further down reads only Shop NovaClear. It does not explain what the brand is, who it suits, or why a visitor should click, so it adds a scroll without adding a reason.
Trending Sections Repeat The Same Pattern
Trending Skincare, Bundles and Care, and Trending Hair Care each present another grid of image, name and price. Four catalog blocks in a row do not help anyone discover the right product.
Trust Elements Are Scattered Across The Page
The reviews, the dermatologist, the routines and the bestsellers are all present on the homepage, but spread out in the wrong order, so none of them does its job of building confidence before the pitch.
Collection Cards Make Every Cleanser Look The Same
The cleansers collection has a clear title and a short description, but the cards below carry only an image, a name and a price, so two cleansers cannot be told apart without opening both product pages.
The Collection Page Has No Way To Narrow Down
There are no filters by skin type, key active or brand, no useful sorting, and no sub-categories or visual cues, so the page cannot do its one job of helping a visitor find the right product.
Delivery And Returns Are Missing Beside Add To Cart
The product page says free UK shipping but not when the order will arrive, what happens if the product is not as expected, or how returns work. Those questions sit in the buyer's mind at the exact moment of the click.
A Single Review Carries The Whole Product Page
The product page shows one review. The store has nearly two hundred across the site, but none of that social proof reaches the page where the purchase decision is actually made.
The Description Is Too Long To Scan
Product information is written as one long block of text. Nothing on the page is readable at a glance, and nothing justifies the price or explains what the product will do for this visitor's skin.
The Page Ends On A Weak You May Also Like
The only cross-sell is a generic You May Also Like row at the bottom. It is fine, but it does nothing to show which products belong together in a routine or to lift the average order.
The Navigation Lacks Routes By Concern And Skin Type
The navigation bar is already better than most, but it is organised by product category only. A visitor with acne or sensitive skin has no route that starts from their problem.
Rewrite The Hero To Answer Three Questions
State in the first screen what Be & Beauty sells, who it is for, and why it can be trusted. The redesign puts the dermatologist approval and the review count in the hero so those questions are answered in seconds.
Move The Dermatologist To The Top Of The Page
Put the dermatologist approval in the hero and give Dr. Helena a dedicated section lower down, with a photo and a short note on which products she has approved, so the claim is visible and credible.
Bring The 193 Reviews Out Of The Footer
Show the 4.7 rating and review count in the hero, under the bestsellers, and in a dedicated trust section with real customer photos and the routines real people have used.
Add A Find My Routine Quiz
Add a Find My Routine in 2 Minutes button that asks about main concern, current products, fragrance preference and whether the visitor wants one product or a full routine, then recommends products with reviews attached.
Reorganise The Navigation By Type, Concern And Skin Type
Keep the existing routes but group them into Skincare by type, by concern and by skin type, with Hair Care, Body and Intimate, Routines, For Him, Brands and Offers alongside, so every visitor has a path that starts from their need.
Add Shop By Concern And Skin Type Tiles
Right under the hero, offer tiles such as breakouts and acne-prone, dry and atopic, or sensitive skin, each linking to a collection, so a visitor who is unsure can start from the problem rather than the product.
Rebuild Product Cards With Decision Points
Give every card a badge, a clear name, two or three decision-making points such as what it is for and what it contains, the size in millilitres, the review rating and the price, so bestsellers can be compared without clicking.
Push Bestsellers Below The Trust Sections
Show bestsellers only after the hero, the routine finder, the concern tiles and the dermatologist section, so by the time products appear the visitor already knows what the store is and whether to trust it.
Offer Pre-Built Routines And A Build Your Own Option
Add a routines section with ready-made sets and a Build Your Own Routine button that runs the finder and assembles the products, so the site sells three products to one person instead of one product to three.
Add Routine Lengths And A Subscription
Let visitors choose a 4, 6 or 8 week routine or a monthly subscription, and offer subscribe and save at 15 percent on the product page, so repeat skincare purchases become automatic rather than occasional.
Add Filters And A Price Range To Collection Pages
Add filters by product type, skin type, key active and brand, plus a price range slider, and quick entry tiles such as start here, 3-step routine, sensitive skin, body and bestsellers at the top of the cleansers page.
Close Collection Pages With Routine Add-Ons And FAQs
After the product grid, offer an add the whole routine to bag section, then a trust block and frequently asked questions, so the page lifts the order value and reassures before the visitor leaves.
Put Delivery, Dispatch And Returns Around Add To Bag
Beside the Add to Bag button, state the dispatch time, the expected delivery day, the returns policy and the review rating, so every question a buyer has at the moment of purchase is answered on the spot.
Add A Free Delivery Progress Bar
Show a bar reading add this much more for free UK delivery under the price, so visitors have a reason to add a second product or a routine instead of checking out with one item.
Add A Gift Option With A Personal Note
Include a Make It a Gift toggle that adds wrapping and a note field, since many skincare purchases are for a partner, a daughter or a son rather than for the buyer.
Make The Product Description Scannable
Replace the long text with short blocks covering what it does, how to use it, and what to expect from day one to week four, so the page justifies the price without asking anyone to read.
Replace You May Also Like With Real Cross-Sells
Add a buy all three routine offer, a frequently bought together block and a people who bought this also bought row, then end with a more from this concern section and the shipping and returns reassurance.
Use Storewide Reviews On Every Product Page
Pull the storewide review count and rating onto each product page alongside any product-specific reviews, so a product with one review still shows the full weight of the store's happy customers.
The version we'd build.
The teardown in 7 lines.
- Be & Beauty has the ingredients for conversion already on the site; they are just in the wrong places.
- A homepage must say what the store is, who it is for and why to trust it before it shows a single product.
- Dermatologist approval is the store's strongest claim and it belongs at the top of the page, not below the fold.
- A product card that shows only image, name and price is a catalog entry, not a sales tool.
- Collection pages need filters by skin type, key active and brand so visitors can narrow down without opening every product.
- Delivery times, returns and reviews belong beside the add to cart button, because that is where hesitation happens.
- A routine finder turns the site from a shelf into a salesperson by asking what the visitor needs before recommending.
Questions this audit answers.
Be & Beauty is a UK store selling skincare and haircare, including the NovaClear brand, with bundles and routines alongside individual products. The products are approved by a dermatologist, which our CRO strategist called the best part of the store.
The homepage behaves like a catalog. It starts selling acne-prone skincare, SPF and anti-hair loss products the moment someone lands, before saying what the business is, who it is for or why anyone should trust it. The trust signals exist but sit where visitors will not look.
No. The audit is explicit that the products are not the problem and that the collection is wide and dermatologist-approved. The issue is the presentation layer, which does not help the traffic the store already has feel confident enough to buy.
The store is not currently running ads. The audit recommends first making sure the site converts the visitors it already gets, then adding paid traffic once that is proven, because at that point more traffic reliably means more conversions rather than more wasted spend.
The store has 193 reviews at 4.7, but on the homepage that number only appears in the footer, and the product page reviewed shows a single review. The audit recommends moving reviews to the hero, under bestsellers and beside the add to cart button, and using storewide reviews on every product page.
It is a short finder in the redesign concept that asks about the visitor's main concern, what they already use, whether they prefer fragrance-free, and whether they want one product or a full routine. It then recommends products with reviews attached. Our CRO strategist describes it as the digital version of asking how can I help you.
The redesign keeps the clear title and short description but adds entry tiles such as start here and sensitive skin, filters by product type, skin type, key active and brand, a price range, and product cards with badges and decision points. It closes with an add the whole routine section, a trust block and FAQs.
Delivery, dispatch, returns and the review rating move next to the Add to Bag button, with a subscribe and save option and a free delivery progress bar. The long description becomes scannable blocks on what it does, how to use it and what to expect from day one to week four, followed by routine bundles, frequently bought together and FAQs.
The audit is clear that this is not about colours, fonts or cosmetic changes. The redesign concept is about the order in which information appears, what each page answers, and where friction and hesitation are removed. Any images or prices in the prototype that differ from the live site are placeholders.
Through pre-built and build-your-own routines, 4, 6 and 8 week routine options, a monthly subscription, a buy all three offer on the product page, frequently bought together blocks, a gift option and a bar showing how much more to add for free UK delivery.
The recording gives two options. A complete rebuild is £3,500, paid as £1,000 to start, £1,500 once the design is approved and £1,000 on completion, with a timeline of four to five weeks. Quick fixes to the current site are £2,200, paid as £1,200 to start and £1,000 on completion.
The recording runs 29 minutes. It covers the homepage, the cleansers collection page and a product page on the live site, then walks through a clickable redesign concept for all three pages, and ends with the three ways forward and the pricing.
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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.