Homepage, two tall columns
Homepage in two tall columns, from the first screen down to the footer.
CRO Audit
Pet Apparel & Dog Accessories
Recorded Aug 03 2026
Luna Leash CRO audit
The website has a warm brand feel, but it moves too quickly into product selling, overuses sale pricing, and does not use trust, reviews, sizing reassurance, or emotional storytelling strongly enough.
15
Issues found
20
Fixes written
33:13
Runtime
5.2
Overall / 10
01
The recording
Watch the 33:13 teardown.
Pressing play loads the video from YouTube — you can allow it for every teardown under cookie preferences.
33:13 runtime
Original recording
02
The verdict
The short version.
This audit found that Luna Leash already has a warm, joyful brand feeling, which is better than many standard Shopify catalog-style websites. The tone feels friendly, pet-focused, and emotionally relevant.
The main issue is that the website moves too quickly into selling products before fully building trust. The homepage should first establish credibility, explain the brand story, show proof, and emotionally connect with dog parents before showing product grids.
Another major issue is the overuse of discounts. Because nearly every product appears to be on sale, the sale loses meaning and can reduce trust. A better approach would be to use fewer strategic discounts and focus more on free shipping, guarantees, product quality, and bundles.
The collection page currently feels like a product dump instead of a guided shopping experience. Luna Leash has a strong opportunity to organize products by dog personality, such as boss of the house, mama’s shadow, tiny tornado, or sweet and sentimental.
The product page has a decent foundation, but it needs stronger visible reviews, better trust messaging near the add-to-cart button, clearer size guidance, free shipping reassurance, and stronger cross-sell or bundle sections to increase average order value.
Main problem
The website has a warm brand feel, but it moves too quickly into product selling, overuses sale pricing, and does not use trust, reviews, sizing reassurance, or emotional storytelling strongly enough.
Main opportunity
Position Luna Leash as a family-owned, made-in-Ohio dog apparel brand that helps dog parents find shirts based on their dog’s personality while increasing trust and average order value.
Estimated impact
Stronger trust, clearer product discovery, better size confidence, fewer checkout surprises, higher conversion rate, and increased average order value through bundles and personality-based shopping.
03
Scorecard
Scored across five dimensions.
5.2
/ 10
Average of the five scores below, as judged at the time of recording. Weak overall — the detail is in which dimension is dragging.
Brand & positioning
6
Adequate
User experience
5
Weak
Trust & credibility
5
Weak
Product page
5
Weak
Conversion path
5
Weak
04
Findings & fixes
15 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 Top Bar Focuses Too Quickly On Sale Fix included
What we found
The first message users see is buy four shirts and get one free. This jumps into selling before building trust.
Recommended fix
Make Reviews Prominent On Product Pages
Show review stars and review count near the product title and price so users see trust before buying.
02 Hero Section Is Underused Fix included
What we found
The hero image and message create a warm feeling, but the section does not fully explain the brand, build trust, or guide visitors.
Recommended fix
Strengthen The Hero Section
Use a more emotional headline such as dog shirts made for the dogs who make every day better.
03 Hero Image Quality Could Be Better Observation
What we found
The main hero image appears low resolution and does not maximize the most valuable real estate on the website.
No isolated fix
This one is addressed by the wider recommendations below rather than a single change.
04 Trust Proof Is Buried Too Low Fix included
What we found
The strongest proof, such as being trusted by thousands of dog owners, appears too late on the page.
Recommended fix
Use The Top Bar For Trust
Lead with messages such as made to order in Ohio, free U.S. shipping, family owned, or one-year guarantee before pushing sales.
05 Emojis Reduce Professional Trust Fix included
What we found
Using smileys or emojis can make sections feel AI-generated or less polished. Proper icons would feel more credible.
Recommended fix
Replace Emojis With Proper Icons
Use clean icons instead of smileys to make trust sections feel more polished and intentional.
06 Products Appear Too Early Fix included
What we found
The homepage moves into product grids before enough story, trust, and emotional connection are built.
Recommended fix
Stop Showing Every Product On Sale
Use sale pricing only for selected hero products and let other products appear at regular price.
07 Everything Appears To Be On Sale Fix included
What we found
When every product is on sale, the discount loses meaning and may make users feel the pricing is artificial.
Recommended fix
Use Free Shipping Instead Of Fake-Looking Discounts
Instead of discounting every product, keep pricing cleaner and promote free shipping as the value driver.
08 Sale Strategy Hurts Trust Fix included
What we found
Showing a crossed-out price on every product can feel like the price was raised just to show a discount.
Recommended fix
Show Trust Above The Fold
Add trust signals such as family-owned, made in Ohio, one-year guarantee, fast shipping, and thousands of happy dog parents.
09 Collection Page Feels Like A Product Dump Fix included
What we found
The collection page lists products but does not guide users based on dog personality, occasion, gift intent, or product type.
Recommended fix
Improve Collection Page Filtering
Let users filter by dog personality, gift type, sentiment, funny shirts, custom shirts, and best sellers.
10 Collection Page Does Not Help Decision-Making Fix included
What we found
Users have to scan through too many products without enough filters, cues, or buying guidance.
Recommended fix
Add Visual Product Cues
Use badges like best seller, most gifted, new, custom, or fan favorite to help users decide faster.
11 Reviews Are Not Visible Enough On Product Page Observation
What we found
The product has reviews, but they are not prominent enough near the decision area.
No isolated fix
This one is addressed by the wider recommendations below rather than a single change.
12 Shipping Calculated At Checkout Creates Friction Fix included
What we found
Shipping calculated at checkout creates uncertainty and can feel like a surprise cost waiting at checkout.
Recommended fix
Remove Shipping Surprise
Replace shipping calculated at checkout with clear free shipping or shipping threshold messaging.
13 Product Page Needs A Stronger Reason To Buy Fix included
What we found
The product title and price are visible, but the page does not clearly explain the emotional value or outcome of buying the shirt.
Recommended fix
Add A Short Emotional Product Description
Explain what the product does emotionally, such as making the dog’s personality visible or turning everyday walks into compliment moments.
14 Trust Messaging Is Too Far From Add To Cart Fix included
What we found
Guarantees, exchanges, shipping, and reassurance should appear near the add-to-cart button where the decision happens.
Recommended fix
Place Trust Near Add To Cart
Add one-year guarantee, easy exchange, fast U.S. shipping, and secure checkout near the purchase button.
15 Average Order Value Is Underused Fix included
What we found
The product page ends too quickly and misses opportunities to sell bundles, matching collars, multiple shirts, or complete wardrobes.
Recommended fix
Cross-Sell Matching Products
Add matching collars, additional shirts, or complete-the-look recommendations to increase average order value.
7 further recommendations that cut across the whole store.
Introduce The Luna Story Early
Tell the story of Luna and explain that the brand treats customers’ dogs like family.
Move Social Proof Higher
Bring customer reviews, happy dog parent quotes, and trust proof closer to the top of the homepage.
Create Personality-Based Shopping
Organize products by dog personality such as tiny tornado, mama’s shadow, boss of the house, sassy and statement, or sweet and sentimental.
Improve Size Confidence
Add a clearer size guide and reassurance that exchanges are easy if the size is wrong.
Remove Social Share Buttons
Remove share, tweet, and pin buttons because they add distraction and are rarely used.
Add Bundle Offers
Promote buy four, get one free directly on product pages where purchase decisions happen.
Add FAQs For SEO And LLM Search
Add product-specific FAQs around sizing, shipping, exchanges, materials, washing, and personalization to improve search and AI answer visibility.
05
The rebuild
What the fixed version looks like.
Drag each frame to move between what is live today and the version built on the recommendations above.
Home old page
Drag to compare
After
Before
Collection Old page
Drag to compare
After
Before
Product Old page
Drag to compare
After
Before
06
Takeaways
What to take from this teardown.
01
Luna Leash already has a warm and joyful brand feel.
02
The homepage should build trust before showing products.
03
The sale strategy should be simplified because everything on sale reduces trust.
04
Free shipping may be more persuasive than discounting every product.
05
Customer proof should appear much higher on the page.
06
The collection page should guide shoppers by dog personality.
07
Product reviews should be more visible near the buying area.
08
Shipping calculated at checkout can hurt conversion.
09
Size guidance and easy exchanges can reduce hesitation.
10
Bundles, matching collars, and buy-four-get-one offers can increase average order value.
Concept redesign
The version we'd build for Luna Leash.
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
Homepage in the centre with the product page on the left and the collection page on the right, so the three templates read as one system.
Product page, two tall columns
Product page in two tall columns, with the buy box whole in the first column and the story and details running down to the footer in the second.
Product page first screen: header and buy box
Product page first screen: header, photo gallery and the buy box with colour, lettering, size, quantity and the add to cart button.
Collection page first screen: header, filters, first row
Collection page first screen: header, personality chips and the first row of shirts with prices.
07
Questions
What people ask about this teardown.
12 answers drawn from the recording and the written report — the questions store owners in pet apparel & dog accessories ask after watching this one.
Ask about your own store →
What is the biggest conversion problem on this store?
The website has a warm brand feel, but it moves too quickly into product selling, overuses sale pricing, and does not use trust, reviews, sizing reassurance, or emotional storytelling strongly enough. This audit found that this store already has a warm, joyful brand feeling, which is better than many standard Shopify catalog-style websites. The tone feels friendly, pet-focused, and emotionally relevant.
Why did this store score 5/10 on user experience?
User experience was the weakest of the five dimensions at 5/10, against 6/10 for brand and positioning. Top Bar Focuses Too Quickly On Sale: The first message users see is buy four shirts and get one free. This jumps into selling before building trust.
Hero Section Is Underused: what does that mean in practice?
The hero image and message create a warm feeling, but the section does not fully explain the brand, build trust, or guide visitors. The fix: Strengthen The Hero Section — Use a more emotional headline such as dog shirts made for the dogs who make every day better.
Why is “Hero Image Quality Could Be Better” costing this store sales?
The main hero image appears low resolution and does not maximize the most valuable real estate on the website.
How do you fix “Trust Proof Is Buried Too Low”?
The strongest proof, such as being trusted by thousands of dog owners, appears too late on the page. The fix: Use The Top Bar For Trust — Lead with messages such as made to order in Ohio, free U.S. shipping, family owned, or one-year guarantee before pushing sales.
Is “Emojis Reduce Professional Trust” worth prioritising?
Using smileys or emojis can make sections feel AI-generated or less polished. Proper icons would feel more credible. The fix: Replace Emojis With Proper Icons — Use clean icons instead of smileys to make trust sections feel more polished and intentional.
What would change if “Products Appear Too Early” were fixed?
The homepage moves into product grids before enough story, trust, and emotional connection are built. The fix: Stop Showing Every Product On Sale — Use sale pricing only for selected hero products and let other products appear at regular price.
What should be fixed first?
Start with Make Reviews Prominent On Product Pages — Show review stars and review count near the product title and price so users see trust before buying.
How can a store like this increase average order value?
Use Free Shipping Instead Of Fake-Looking Discounts; Remove Shipping Surprise; Cross-Sell Matching Products. Instead of discounting every product, keep pricing cleaner and promote free shipping as the value driver.
Does this store need a full redesign or targeted fixes?
Mostly targeted work, with one structural piece. The average is 5.2/10: brand and positioning is already at 6/10, but user experience at 5/10 needs rebuilding rather than adjusting.
What is the one-sentence takeaway?
Size guidance and easy exchanges can reduce hesitation. Bundles, matching collars, and buy-four-get-one offers can increase average order value.
What was reviewed in this audit, and how long is it?
A free 33:13 CRO teardown recorded by Convertica Studio for a pet apparel & dog accessories store, walking the live site page by page. It produced 15 issues and 20 written fixes, plus scores across brand, UX, trust, product page and conversion. Any Shopify store can request the same review.
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.