Lotions And Potions Inc CRO audit
The site shows products before giving visitors enough context to understand what makes the brand special, how to choose between dozens of similar oils, and why an order will feel safe.
Watch the 21:22 teardown.
Pressing play loads the video from YouTube — you can allow it for every teardown under cookie preferences.
The short version.
Lotions And Potions Inc has something most e-commerce brands would love: a real history. Tempe, Arizona since 1969, the original custom fragrance and body care shop — that story gives the business instant authenticity, and the site is straightforward to use with visible prices, plenty of options, and a clean, simple product page.
The problem is that the site does not convert that history into a clear buying experience. Visitors are shown products before they are given context: what makes the brand special, how to choose, how to use the products, and what happens after the order. Those answers exist, but they are spread across navigation, category links, and story content instead of leading the page.
The essential oils collection lists 32 products with almost no guidance for choosing between them, and the product page offers a name, price, size selector, and button where a scent product needs smell, usage, blending, sourcing, reviews, and reassurance. Because nobody can smell anything online, that hesitation matters even more here.
The direction is to give each page one job: the homepage creates the positioning with clear paths and heritage proof points, the collection guides discovery with benefit and scent-family cues, and the product page removes the final doubt with scent profiles, objection handling near the button, and pairings that grow the order.
The site shows products before giving visitors enough context to understand what makes the brand special, how to choose between dozens of similar oils, and why an order will feel safe.
Convert the shop's genuine 1969 Tempe heritage into a guided buying experience where the homepage positions the brand, the collection guides discovery, and the product page removes the final doubt.
A stronger first impression, easier scent selection, clearer product understanding, safer-feeling checkout, higher conversion rate, and increased average order value through pairings, sets, and gifts.
Scored across five dimensions.
Average of the five scores below, as judged at the time of recording. Weak overall — the detail is in which dimension is dragging.
11 findings, each with the fix beside it.
Every finding below was called out on the recording. Open one to read what was found and what we would change. Nothing is hidden from the page source.
01 Heritage Is Not Turned Into A First Impression Observation
Tempe, Arizona since 1969 gives instant credibility, but the homepage never converts that history into a strong opening that tells visitors they are in the right place.
This one is addressed by the wider recommendations below rather than a single change.
02 Key Answers Are Scattered Across The Site Observation
What the shop sells, who it is for, why it is different, and where to go first are all answered somewhere, but spread across navigation, category links, and story content.
This one is addressed by the wider recommendations below rather than a single change.
03 No Clear Shopping Paths On The Homepage Fix included
Visitors with different intent — oils, body care, gifts, custom scents — are left to guess where to go instead of being guided into a path.
Lead With A Clear Hero That States What The Shop Is
Make visitors immediately understand this is a custom fragrance and body care shop where they can discover oils, body care, gifts, and personalized scent experiences.
04 Choice Overload On The Essential Oils Collection Observation
The collection lists 32 products with very little guidance for choosing between amber, anise, basil, lavender, peppermint, and the rest; for an uncertain visitor it feels like a product list, not buying assistance.
This one is addressed by the wider recommendations below rather than a single change.
05 No Shop-By-Need Or Scent-Family Guidance Fix included
There is no way to shop by need, mood, benefit, scent family, use case, or popularity — no calming, citrus, grounding, bestseller, or giftable groupings.
Guide The Collection By Benefit, Scent Family, And Use Case
Let shoppers narrow by benefits, scent profiles, use cases, and bestseller status so they can choose without knowing every oil by name.
06 Product Cards Show Only A Name And A Price Fix included
Cards carry no educational cues, so shoppers must already know every oil by name to make a confident choice.
Put Educational Cues On Every Product Card
Add small cues like citrus, calming, grounding, floral, best for blending, and customer favorite so people decide faster and with more confidence.
07 Product Page Lacks Scent And Usage Explanation Fix included
For an essential oil the visitor needs more than a name, price, size selector, and button: what it smells like, what it is used for, whether it blends well, and why it is worth buying here.
Describe Each Oil's Scent Profile And Uses
Explain what each oil smells like, why someone would use it, how it fits into a routine, and what pairs well with it.
08 No Objection Handling Near The Buy Button Fix included
There are no reassurances about shipping, returns, or secure checkout near the add-to-cart area, leaving the final hesitation unaddressed.
Place Shipping, Returns, And Checkout Reassurance Near Add To Cart
Reassurances become more useful the closer they sit to the button, so summarize them right beside the purchase decision.
09 No Review Proof On The Product Page Fix included
No reviews, customer favorites, or staff notes exist to validate the purchase decision.
Add Reviews, Staff Notes, And Usage Ideas As Proof
Bring social proof, staff notes, and usage ideas onto the product page so visitors feel an expert is helping them rather than browsing a bottle on a shelf.
10 No Size Guidance For The Oils Fix included
Nothing explains how much product each size represents or which size fits a shopper's routine.
Add Simple Size Guidance Beside The Options
A short note on what each size represents helps shoppers choose without hesitation.
11 No Pairings Or Order-Building Offers Fix included
The page sells one bottle and stops; there are no pairing suggestions, sets, or reasons to increase the order size.
Recommend Pairings And Sets To Grow Order Value
Once a shopper is convinced to buy one product, suggest the helpful next step — a citrus set, a relaxation set, or body care that pairs with their oil.
4 further recommendations that cut across the whole store.
Create Clear Buying Paths On The Homepage
Guide visitors into routes such as shop essential oils, create your own body care, explore fragrance oils, shop bestsellers, or find a gift.
Break The Brand Story Into Proof Points
Turn the long story block into scannable proof: family owned, decades of experience, custom blending, sensitive-skin-friendly body care, eco-friendly packaging, and local roots.
Add A Scent-Finder Quiz
Since nobody can smell online, recreate the in-store conversation with a quiz that asks the same questions an expert would and recommends the right product.
Highlight Starter Oils And Popular Bundles
Feature starter oils, popular bundles, and oils that pair well together to turn a flat grid into a guided shopping experience.
What to take from this teardown.
A real 1969 Tempe heritage gives the brand authenticity most stores would love to have.
The homepage must turn that credibility into a clear first impression.
Scent products need extra explanation because shoppers cannot smell anything online.
A scent-finder quiz recreates the in-store expert conversation.
Collection cards need cues like calming, citrus, and best for blending.
Reassurance near the buy button removes the final hesitation.
Pairings, sets, and gifts turn single-bottle orders into larger baskets.
What people ask about this teardown.
12 answers drawn from the recording and the written report — the questions store owners in custom fragrance & body care ask after watching this one.
Ask about your own store →
What is the biggest conversion problem on this store?
The site shows products before giving visitors enough context to understand what makes the brand special, how to choose between dozens of similar oils, and why an order will feel safe. This store has something most e-commerce brands would love: a real history. Tempe, Arizona since 1969, the original custom fragrance and body care shop — that story gives the business instant authenticity, and the site is straightforward to use with visible prices, plenty of options, and a clean, simple product page.
Why did this store score 4/10 on trust and credibility?
Trust and credibility was the weakest of the five dimensions at 4/10, against 6/10 for brand and positioning. No Objection Handling Near The Buy Button: There are no reassurances about shipping, returns, or secure checkout near the add-to-cart area, leaving the final hesitation unaddressed.
Heritage Is Not Turned Into A First Impression: what does that mean in practice?
Tempe, Arizona since 1969 gives instant credibility, but the homepage never converts that history into a strong opening that tells visitors they are in the right place.
Why is “Key Answers Are Scattered Across The Site” costing this store sales?
What the shop sells, who it is for, why it is different, and where to go first are all answered somewhere, but spread across navigation, category links, and story content.
How do you fix “No Clear Shopping Paths On The Homepage”?
Visitors with different intent — oils, body care, gifts, custom scents — are left to guess where to go instead of being guided into a path. The fix: Lead With A Clear Hero That States What The Shop Is — Make visitors immediately understand this is a custom fragrance and body care shop where they can discover oils, body care, gifts, and personalized scent experiences.
Is “Choice Overload On The Essential Oils Collection” worth prioritising?
The collection lists 32 products with very little guidance for choosing between amber, anise, basil, lavender, peppermint, and the rest; for an uncertain visitor it feels like a product list, not buying assistance.
What would change if “No Shop-By-Need Or Scent-Family Guidance” were fixed?
There is no way to shop by need, mood, benefit, scent family, use case, or popularity — no calming, citrus, grounding, bestseller, or giftable groupings. The fix: Guide The Collection By Benefit, Scent Family, And Use Case — Let shoppers narrow by benefits, scent profiles, use cases, and bestseller status so they can choose without knowing every oil by name.
What should be fixed first?
Start with Lead With A Clear Hero That States What The Shop Is — Make visitors immediately understand this is a custom fragrance and body care shop where they can discover oils, body care, gifts, and personalized scent experiences.
How can a store like this increase average order value?
Highlight Starter Oils And Popular Bundles. Feature starter oils, popular bundles, and oils that pair well together to turn a flat grid into a guided shopping experience.
Does this store need a full redesign or targeted fixes?
Structural. The average is 4.6/10 and the weakest dimension, trust and credibility, sits at 4/10 — the recommendations amount to rebuilding how the store presents itself, not tuning what is there.
What is the one-sentence takeaway?
Reassurance near the buy button removes the final hesitation. Pairings, sets, and gifts turn single-bottle orders into larger baskets.
What was reviewed in this audit, and how long is it?
A free 21:22 CRO teardown recorded by Convertica Studio for a custom fragrance & body care store, walking the live site page by page. It produced 11 issues and 12 written fixes, plus scores across brand, UX, trust, product page and conversion. Any Shopify store can request the same review.
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.
-
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.