Edinco CRO Audit
A CRO teardown of Edinco's homepage, collection page and product page, followed by a redesigned buying journey built around brand trust, guided product discovery and higher order value.
Watch the full 31-minute recording.
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What we found.
Edinco sells oral care that solves real problems. The range includes the Maxdent and Rose Rio toothpaste series and brush heads made for Philips Sonicare and Oral-B handles, all under an everyday care without everyday waste message. The site already has customer reviews, pack size options and a subscribe and save choice on the product page. The products are not what holds the store back.
The core problem is that the website shows products but does not sell them. A 15% discount pop-up asks for an email as soon as someone arrives, three sticky elements compete for attention, and the hero leaves visitors to work out what Edinco is, who it serves and why they should trust it. The answers are on the site, but they are scattered and turn up too late.
The same pattern carries through the funnel. On the homepage, best sellers appear before the brand story that explains why the products exist. The collection page is a plain grid, so choosing between a Maxdent and a Rose Rio paste means opening several tabs and comparing them in your head. The product page shows availability and a price, then leaves the shopper to decide on their own.
The redesign turns the site into a guided store. The homepage introduces the brand, offers routes by need and by product, and a Find My Routine quiz recommends products based on a few answers. Collection cards show fluoride, SLS, flavour and handle fit at a glance, and the product page ties free delivery to a second item. People buy when they feel sure, so the site has to build that confidence before it asks for the sale.
Problem, opportunity, impact
The site works like a product catalog instead of a brand. Visitors see products before they learn what Edinco is, who it serves or why to trust it, and nothing on the page helps them choose between ranges.
Edinco could become a recognised oral care brand that guides each shopper to the right paste or brush head by need, explains its Maxdent and Rose Rio series up front, and builds every order towards a routine bundle.
Visitors would understand the brand within seconds, find the right product without opening several tabs, and have clear reasons to add a second item, which should lift both confidence and order value.
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.
14 issues found, 18 fixes proposed.
Discount Pop-Up Appears The Moment Visitors Land
A pop-up offers 15% off in exchange for personal details before the visitor has seen anything. It interrupts the first impression and gives away a discount that could do more work in bundles or retargeting.
Three Sticky Elements Compete For Attention
Three fixed buttons sit on screen at once from the first visit. Instead of helping the shopper move forward, they pull focus in different directions and get in the way of what the visitor came to do.
Hero Does Not Say What, Who Or Why Trust
The hero line, everyday care without everyday waste, does not say what Edinco sells, who it is for, or how many people trust it. Visitors have to piece those answers together themselves.
Reviews And Proof Are Scattered Across The Page
Edinco has reviews and a clear purpose, but they are spread across different sections. A first-time visitor does not see the proof at the point where they decide whether to stay.
Homepage Reads Like A Catalog Rather Than A Brand
The homepage presents products first and the brand second. A visitor might buy a paste that fixes a problem, but nothing on the page makes Edinco feel like an established brand they would come back to.
Products Appear Before Visitors Know Why To Buy
Right after the hero, the page moves into best sellers and then more products. The visitor is being asked to buy before they understand what the products are or which one fits their needs.
Brand Story Sits Below The Featured Products
The section explaining why Edinco's products exist sits below the featured products. Placed higher, it would give context to every product shown after it.
No Clear Paths By Need Or Product Type
Someone with sensitivity or whitening concerns has no obvious route to the right product. The homepage does not split the range by need, by series, or by toothpaste versus brush heads.
Collection Page Is A Plain Product Grid
The collection page lists products with no filters or guidance. A shopper who arrives with a specific use case gets no help narrowing the range down to what fits them.
Product Cards Give No Way To Compare Ranges
Nothing on the cards explains why someone would choose a Maxdent paste over a Rose Rio one. The details that separate products are only on the individual product pages.
Shoppers Do The Comparison Work Themselves
To choose, a visitor has to open several product pages, read each one and compare them in their head. Every extra step is a chance for them to leave without deciding.
Product Page Shows The Product But Does Not Persuade
The product page shows the item, its availability and a buy button, then stops. It does not answer objections, explain the formula, or give the shopper a reason to act now.
No Incentive To Add A Second Item
Apart from the subscribe and save option, the product page offers no reward for buying more. There is no delivery threshold or pairing to raise the value of a low-priced order.
Visual Noise On A Sparse Product Page
The product page has few elements, yet it still feels busy. The layout needs calming down so it looks like an established brand's page rather than a catalog listing.
Remove The Entry Discount Pop-Up
Take down the 15% email pop-up that fires on arrival. Save the discount for bundles and retargeting, where it rewards a buying decision instead of interrupting the first visit.
Cut The Three Sticky Elements
Remove the three fixed buttons that appear on every screen. Let the page lead the visitor through one clear path instead of having several elements competing for their attention.
Answer What, Who And Trust In The Hero
Rewrite the hero so the first three seconds say what Edinco sells, who it is for, and how many customers trust it, with review proof placed right next to the headline.
Move The Brand Story Above The Products
Place the section explaining why Edinco's products exist directly after the hero. Visitors who understand the purpose first will look at the best sellers with more confidence.
Add Shop By Need Navigation
Group the range by concern, such as sensitivity, whitening, gum and microbiome, and gentle and natural, alongside shop by series, so each visitor sees where to go straight away.
Offer Two Starting Routes On The Homepage
Before showing individual products, ask visitors whether they want to start with toothpaste or brush heads. Two clear routes make the range feel organised rather than crowded.
Introduce The Maxdent And Rose Rio Series
Give each series its own homepage block explaining what it is for and who it suits. Introduce the products properly before asking anyone to add them to the cart.
Build A Find My Routine Quiz
Ask a few questions about what the shopper needs and recommend a routine based on the answers. Like a doctor who asks about symptoms first, the questions make the recommendation feel trustworthy.
Add Filters To The Collection Page
Let shoppers filter by product type, fluoride, routine, flavour and concern. The collection page should narrow the range to what the visitor needs, not what the store wants to push.
Put Decision Points On Every Product Card
Show the deciding facts on each card, such as fluoride-free, SLS-free, non-mint, the number of heads, and whether it fits Philips Sonicare or Oral-B, so shoppers can compare without clicking through.
Add A Clinical Or Botanical Guide To Collections
Include a short guide on the collection page that helps undecided shoppers choose between the clinical and botanical approaches before they compare individual products.
Expand The Pack Size And Savings Options
Keep the pack size and subscribe and save options, which already work well, and show clearly what one tube versus three tubes costs and how much the larger pack saves.
Explain Formula Strength And How Long A Pack Lasts
Add a formula match and pack size guide that say whether a paste is mild or strong and how long each pack lasts, so shoppers can choose the right quantity with confidence.
Tie Free Delivery To A Spend Goal
Show a free delivery threshold on the product page that a shopper reaches by adding one more item. The customer saves on delivery and the order value goes up.
Pair Toothpaste With Brush Heads As A Bundle
Add a frequently bought together offer that pairs a paste with the right brush heads. Selling a routine rather than a single tube raises order value and makes the purchase feel complete.
Show How To Use Each Product With Clear Images
Add a how to use section with purpose-made images for each product. Clear instructions take away one more reason to hesitate, especially for first-time buyers.
Gather Reassurance Before The Buying Decision
Put testimonials, guarantees, product details and a short before you buy FAQ on the product page, so common questions are answered before they turn into reasons to leave.
Feature The Rewards And Recycling Programme
Give the rewards and recycling story its own homepage section explaining how it works. It sets Edinco apart from generic oral care sellers and supports the brand-first message.
The version we'd build.
The teardown in 7 lines.
- Edinco's biggest opportunity is helping the visitors it already has feel confident enough to buy, not finding more traffic.
- A discount that greets every visitor on arrival is a discount that could have closed a bundle or won back a lost cart.
- A homepage should answer what you sell, who it is for, and why to trust you before it shows a single product.
- When products come before the reason they exist, the site behaves like a salesperson pushing stock at someone who just walked in.
- A collection page should do the comparison for the shopper, so nobody has to open five tabs to choose a toothpaste.
- A quiz builds trust the way a good doctor does, by asking the right questions before recommending anything.
- Free delivery works harder when it is tied to a goal the shopper can reach by adding one more item.
Questions this audit answers.
The site presents itself as a catalog of products rather than a brand. Visitors see products before they understand what Edinco is, who it serves, or why they should trust it. The products themselves are strong; the issue is how the site presents them.
It appears before the visitor has seen anything and hands out a discount for no particular reason. The audit recommends using that discount where it does more work, in bundles and in retargeting, and removing an interruption that can come across as annoying on the first visit.
Three fixed elements on screen at once compete for attention and pull the visitor in different directions. Removing them lets the page guide the shopper along one clear path.
It should answer three questions within the first few seconds: what the store sells, who it is for, and how many people trust it. Edinco already has the material for all three, but it is currently spread across the page.
If best sellers come before the brand story, visitors are asked to buy before they understand why the products exist. Moving the story up gives every product shown afterwards context and credibility.
The homepage offers routes by need, such as sensitivity, whitening, gum and microbiome, and gentle and natural, as well as by series and by product type. A Find My Routine quiz and a Smile Match quiz recommend products based on the shopper's answers.
A grid leaves shoppers to match their own problem to a product. A quiz asks the right questions first, so the recommendation feels expert and the shopper buys with more confidence, much like trusting a doctor who asks about your symptoms before prescribing anything.
It gets filters for product type, fluoride, routine, flavour and concern, plus product cards that show decision points such as fluoride-free, SLS-free, non-mint, head count and handle compatibility. A short guide helps shoppers choose between clinical and botanical options.
The pack size options and the subscribe and save purchase choice both help the shopper save, and the audit keeps them. The redesign builds on these with a pack size guide, a formula match, and a clearer comparison of savings across quantities.
Free delivery is tied to a threshold that one more item reaches, and the product page pairs toothpaste with matching brush heads as a bundle. Both give the shopper a reason to buy more while saving them money.
No. The plan described in the audit is a new custom Shopify theme installed on the existing store, so products, customers and orders stay as they are. A lighter option that improves the current theme was also outlined.
Our CRO strategist reviewed Edinco's homepage, collection page and product page, then walked through a redesigned version of each, along with the routine quiz. The full teardown runs 31 minutes.
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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.