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.
Watch the 33:13 teardown.
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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.
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.
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.
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.
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.
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
The first message users see is buy four shirts and get one free. This jumps into selling before building trust.
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
The hero image and message create a warm feeling, but the section does not fully explain the brand, build trust, or guide visitors.
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
The main hero image appears low resolution and does not maximize the most valuable real estate on the website.
This one is addressed by the wider recommendations below rather than a single change.
04 Trust Proof Is Buried Too Low Fix included
The strongest proof, such as being trusted by thousands of dog owners, appears too late on the page.
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
Using smileys or emojis can make sections feel AI-generated or less polished. Proper icons would feel more credible.
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
The homepage moves into product grids before enough story, trust, and emotional connection are built.
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
When every product is on sale, the discount loses meaning and may make users feel the pricing is artificial.
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
Showing a crossed-out price on every product can feel like the price was raised just to show a discount.
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
The collection page lists products but does not guide users based on dog personality, occasion, gift intent, or product type.
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
Users have to scan through too many products without enough filters, cues, or buying guidance.
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
The product has reviews, but they are not prominent enough near the decision area.
This one is addressed by the wider recommendations below rather than a single change.
12 Shipping Calculated At Checkout Creates Friction Fix included
Shipping calculated at checkout creates uncertainty and can feel like a surprise cost waiting at checkout.
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
The product title and price are visible, but the page does not clearly explain the emotional value or outcome of buying the shirt.
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
Guarantees, exchanges, shipping, and reassurance should appear near the add-to-cart button where the decision happens.
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
The product page ends too quickly and misses opportunities to sell bundles, matching collars, multiple shirts, or complete wardrobes.
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.
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
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After
Before
Collection Old page
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Before
Product Old page
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After
Before
What to take from this teardown.
Luna Leash already has a warm and joyful brand feel.
The homepage should build trust before showing products.
The sale strategy should be simplified because everything on sale reduces trust.
Free shipping may be more persuasive than discounting every product.
Customer proof should appear much higher on the page.
The collection page should guide shoppers by dog personality.
Product reviews should be more visible near the buying area.
Shipping calculated at checkout can hurt conversion.
Size guidance and easy exchanges can reduce hesitation.
Bundles, matching collars, and buy-four-get-one offers can increase average order value.
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.
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