Major Health Foods CRO Audit
A 24 minute CRO teardown of Major Health Foods, a supplement retailer trading since 1982, looking at how the homepage, the collection pages and the product page guide a shopper to a decision.
Watch the full 24-minute recording.
What we found.
Major Health Foods has been serving customers since 1982, and the site carries some of that weight already. There is a very large selection of established wellness brands, recognisable manufacturers, wellness goal categories, product merchandising, and a money back guarantee sitting further down the homepage. The range is a genuine advantage and the expertise behind the business is real.
The problem is not the products and it is not traffic. It is that the site asks the visitor to do the deciding. In supplements, people are rarely shopping for a product name; they arrive with digestion, energy, immunity, sleep or a women's health goal in mind. The store shows them inventory and shows them credibility, but it does not connect the two.
That gap widens the deeper someone goes. The collection page offers more than 2,500 products with filters, sorting, titles, prices and add to cart buttons, which suits a shopper who already knows the exact brand and strands everyone else. The product page repeats the pattern: price, quantity, add to cart and one block of description, with reviews and the guarantee nowhere near the decision.
The direction is to make the website behave like the most experienced person on the shop floor. Lead with the positioning and the years behind it, turn the categories into entry points with a short quiz for anyone unsure, let the collection page narrow the range fast, and let the product page answer every question before it is asked. This store does not need more products; it needs to recommend the ones it has.
Problem, opportunity, impact
The site works as a catalogue. It holds a very large range and real expertise behind it, but the visitor is left to work out alone which of more than 2,500 products solves the problem they arrived with.
Put 44 years of counter experience into the website itself, so the homepage sends each visitor down a path that suits them, the collection pages narrow a huge range quickly, and the product page answers the questions that stall a purchase.
Visitors reach a product page already believing it fits them, fewer give up while comparing options, and complementary merchandising gives each order a reason to be larger than a single bottle.
Scored across five dimensions.
Five dimensions, each scored out of ten.
-
01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
-
02
Mobile UX audit 70% of your traffic — judged on its own terms.
-
03
Trust & credibility check The signals that make first-time buyers convert.
-
04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
-
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 Homepage Sells Product Before Position
The homepage moves into products very quickly. That works for a shopper who already knows what they want, but a first time visitor does not yet know who Major Health Foods is or why to buy here.
Forty Four Years Of Credibility Sits Too Low
Serving customers since 1982 is the single clearest thing separating this store from a generic supplement site, and it appears further down the page rather than in the first impression.
Loyalty And Stock Picks Split The Attention
The loyalty program, stock picks and other blocks compete for attention on the homepage. Nothing on the page points at one core action, so the visitor is not focused on anything in particular.
No Path From Problem To Product
Shoppers arrive trying to solve digestion, energy, immunity, sleep or a women's health goal. The journey from having that problem to knowing which product answers it is left for them to build.
A Huge Range With Utility Filtering Only
More than 2,500 products is an advantage that turns into decision paralysis. The collection page gives filters, sorting, product names, prices and add to cart buttons, and little else to decide with.
Filters Do Not Follow Wellness Goals
Filtering is not organised around the way people actually shop for supplements: the wellness goal, the product type, the key benefit and dietary requirements such as format or exclusions.
Product Cards Carry Only Title And Price
Cards on the collection page show a name and a price, so nobody can eliminate an unsuitable option from the listing. Comparing means opening five or six products in turn.
The Product Page Leaves The Buyer Questioning
The page has the product, price, quantity, add to cart and a description. For a supplement, it does not say who it is for, what the key benefits are, or what makes the formula different.
Shipping And Returns Missing From The Buy Area
At the moment of decision the visitor cannot see when delivery is expected or what the return policy is, so the last reasons to hesitate are left unanswered beside the add to cart button.
Reviews And Guarantee Sit Far From The Decision
The store has reassurances, including a money back guarantee, but they are not placed where the purchase is actually made. The strongest proof is furthest from the button.
No Answer To Why Buy Here
Nothing on the product page explains why this supplement should be bought from Major Health Foods rather than from any of the other retailers carrying the same brand.
Nothing Recommended After The Add To Cart
Once a shopper has chosen a product and has a card in hand, the page stops. There is no complementary product, routine or bundle offered, so the order stays at one item.
In Store Expertise Does Not Reach The Site
In the shop, a salesperson asks what someone needs and guides them to the right product. Online the same visitor gets a catalogue and no questions asked of them at all.
One Block Of Copy Does All The Work
Product information arrives as a single block of description rather than structured around how a buyer thinks, so benefits, ingredients, usage and considerations all have to be read for.
The Site Serves Repeat Buyers Only
Every page is usable for someone who already knows the exact supplement or brand. The shopper who needs advice before buying, the larger group in wellness, is the one left unserved.
Lead The Homepage With Position And Expertise
Open with who Major Health Foods is, what it stands for and why a visitor should stop here, then move into product. State the difference before asking anyone to browse.
Move The Since 1982 Proof Into The Hero
Build credibility at the first impression rather than further down. Serving the community since 1982 and the expertise behind the counter belong in the opening section of the page.
Make Find What Fits The Primary Call To Action
Give the homepage one lead action for the visitor who does not know what to buy: a short guided route to a recommendation, sitting above shop by goal or any category link.
Turn Wellness Goals Into Real Entry Points
Convert the goal categories into an obvious buying path. Men's wellness, digestion, immunity, sleep and women's health should each be a doorway, not a label on a shelf.
Add A Shop By Goal Navigation Menu
Put the wellness goals into the main navigation as a hover menu, so someone who arrives with a problem can reach the relevant range from any page on the site.
Remove Or Demote The Competing Homepage Blocks
Cut the distractions that pull attention sideways, including the loyalty and stock picks blocks in their current position, so the page leads to one clear next step.
Sequence The Homepage For Different Levels Of Certainty
Order the page so a decided shopper can search immediately, a goal driven shopper takes a category path, and an unsure shopper is offered the guide. One page, three routes.
Build Filtering Around Goals, Benefits And Dietary Needs
Treat filtering on a 2,500 product range as a conversion feature, not a utility. Filter by wellness goal, product type, brand, key benefit and dietary requirement.
Put Decision Information On The Product Cards
Surface what a shopper needs to rule an option in or out on the card itself: what it supports, the format and the key detail, without overloading the listing.
Add Side By Side Comparison On Collection Pages
Let shoppers compare similar looking products in one view rather than opening five or six tabs to find the difference between two capsules of the same thing.
Answer Who It Is For On Every Product Page
Above the fold, say what the product is, what it helps with, who it is designed for and why ordering here is safe. Those are the first four questions a buyer has.
Structure Product Copy Into Scannable Sections
Break the description into benefits, who it suits, what makes the formula different, the important ingredients, how to use it and anything to consider first.
Bring Reviews And The Guarantee Beside The Buy Button
Move reviews, where they exist, and the money back guarantee directly around the purchase area, so the reassurance arrives at the moment of hesitation.
State Shipping, Returns And Checkout Safety At The Buy Area
Show delivery expectations, the return policy and secure checkout beside the price, so nobody has to leave the page to find out what happens after they order.
Merchandise Complementary Products Around The Same Goal
After the main decision is made, recommend products that fit the same wellness goal rather than a random related list, and present them as a routine the shopper can complete.
Explain Why Bundled Products Work Together
Give the reason two products belong in the same order. A short explanation of how they support each other earns a second item far better than a generic upsell block.
Keep Search Instant For Shoppers Who Know The Brand
Protect the fast route. Prominent search on every page means the existing customer who wants one specific supplement is never slowed down by the new guided path.
Build The Three Question Quiz Into The Site
Ask who it is for, what the goal is and the preferred format, capsule, powder, drink, liquid or drops, then recommend. Three answers is enough to give someone real confidence.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity here is not more traffic, it is helping existing traffic feel confident enough to buy.
- In supplements, people are not shopping for a product name, they are trying to solve digestion, energy, immunity or sleep.
- A range of more than 2,500 products is an advantage that becomes decision paralysis without goal based filtering.
- Serving customers since 1982 is the clearest difference this store has, and it is sitting below the fold.
- Product cards showing only a title and a price force shoppers to open five products to learn one thing.
- Advice sells more than product in wellness, so the site should work like an experienced salesperson rather than a catalogue.
- When someone has their card out and has decided to spend, there is no reason for the order to stop at one item.
Questions this audit answers.
No. What is shown is a strategic concept, not a finished redesign. It illustrates what the homepage, collection page and product page could look like once the friction identified in the review is resolved. It is a starting point for the work, not a final design.
The audit agrees the products are not the issue. The range of established wellness brands is a strength. The gap is between a visitor having a problem and understanding which product answers it, and the site currently leaves that step to the shopper.
Leading with products serves someone who already knows what they want. A first time visitor needs to know who Major Health Foods is, why it differs from a generic supplement site and how it will help them choose. In wellness, the advice sells more than the product.
It asks three questions: who the product is for, what the goal is and the preferred format such as capsule, powder, drink, liquid or drops. It then recommends products based on those answers. It is the primary action because it serves the visitor who has a problem but no product in mind.
It should not. The recommendation keeps immediate search prominent and keeps brand and category browsing intact. The point is to give several entry routes rather than force every visitor into the same behaviour.
With more than 2,500 products, filtering is how a shopper eliminates unsuitable options. Filtering by wellness goal, product type, brand, key benefit and dietary requirement lets someone reach a shortlist quickly instead of scrolling a catalogue.
Enough decision making information to compare without opening the product. What it supports, the format and the key differentiating detail, surfaced without overloading the card. The aim is that a shopper reaches a product page already thinking it suits them.
The page has the product, price, quantity, add to cart and a description. It does not answer who the product is for, the key benefits, what makes the formula different, how to use it, when delivery arrives, the return policy, or why to buy from this store.
Directly around the buying area rather than further down the page. The reassurances already exist on the site, and moving them next to the add to cart button places them where the hesitation actually happens.
Once the main purchase decision is made, the page can recommend products around the same wellness goal and explain why they work together as a routine. A shopper who has decided to spend on one supplement is often open to a second, and in wellness there is usually a natural companion.
Better clarity, stronger credibility, better product understanding, and more opportunities to increase average order value through relevant merchandising. Each of the three pages carries one job toward those outcomes.
The recording runs 24 minutes. It reviews the live homepage, the collection experience and the product page, then walks through a strategic concept for all three plus the find what fits quiz. The audit is the diagnosis and the concept is the direction; implementing it across the live store is the separate piece of work.
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.