Homepage
The full homepage as two tall columns, from the first screen down to the footer.
CRO teardown
Natural Skincare & Body Care
OM Botanical CRO Audit
A 24 minute CRO teardown of OM Botanical's homepage, skincare collection page and product page, plus a redesign concept built around a routine quiz and a routine builder.
14
Issues found
18
Fixes proposed
24
Minutes of tape
5.4
Overall / 10
24 min watch
01The teardown
Watch the full 24-minute recording.
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02Executive summary
What we found.
OM Botanical has the part most skincare brands lack. The proof is real and specific: press mentions from ABC, Lehman and Yogi Times, a Yuka score, formulation by a molecular biologist, and a founder story about building the line for a son with eczema. Review counts sit on the collection grid. The product page is the strongest page on the site, and the audit says so plainly.
The problem is not the products, it is how visitors are asked to shop. Five categories, body, face, hair and sun, are each presented as an isolated shelf. Someone arriving for sunscreen sees a bare grid, picks one item if motivated enough, and leaves. The nav has a link called Find Your Routine, which shows the right instinct, but there is no routine experience behind it yet.
The same gap repeats down the funnel. On the skincare collection page the grid shows a name, a price and a review count with nothing to separate one product from the next, no filters and no visual cues, so comparing means opening tabs. Visitors reach the product page undecided rather than pre convinced. The product page then sells one item when it could present the routine that item belongs to.
The redesign concept connects the pages into one path: a homepage that answers who you are, what this is and whether you can be trusted, shop by concern routes instead of category shelves, a collection page that compares products head to head, a four question quiz and a build your own routine page, and a product page that adds the pairing. The website is not a shelf, it is the salesperson.
Strong individual pieces, no path connecting them.
03The verdict
Problem, opportunity, impact
Core problem
Five categories are presented as five isolated shelves. Body, face, hair and sun each sit behind a bare product grid, so a visitor picks one item at most and never learns what pairs with it.
Main opportunity
The nav already promises a routine. Building it turns real proof, the founder story, the Yuka score and the press mentions, into a guided path that sells a cleanser, a moisturiser and a sunscreen together instead of one product.
Estimated impact
More of the traffic already arriving would reach a product it was matched to, and more carts would hold a routine rather than a single item, without any increase in ad spend.
04How we audited
Scored across five dimensions.
5.4
Overall
Five dimensions, each scored out of ten.
The five passes
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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.
2 of 5 dimensions scoring four or below
Branding
7/10
UX
4/10
Trust
7/10
Product Page
6/10
Conversion
3/10
05What we'd fix
Every issue, paired with its fix.
14 issues found, 18 fixes proposed.
Problems identified
Five Categories Sit As Five Isolated Shelves
Body, face, hair and sun are each presented on their own, with nothing connecting them. A visitor who came for one need never learns that a matching cleanser or moisturiser exists.
Find Your Routine Has Nothing Behind It
The navigation already carries a Find Your Routine link, which is the right instinct. There is no routine building experience built behind it, so the promise in the nav goes nowhere.
The Nav Offers Only Four Choices
Shop, Find Your Routine, Explore and Events are the whole navigation. A first time visitor gets the credibility from the page but no direction on where to start.
Collection Grid Gives No Reason To Choose
The skincare collection shows a product name, a price and a review count. Nothing on the card says what each product is for, so two products look interchangeable.
No Filters On The Collection Page
There is no way to narrow the grid by skin type, concern or step in a routine. The visitor is left to scan the whole set and work out the fit themselves.
Comparing Products Means Opening Multiple Tabs
Because the differences only appear on the individual product pages, deciding between two items requires opening both in separate tabs and reading back and forth.
Visitors Reach The Product Page Undecided
The collection page does not convince anyone that a specific product is the right fit, so the product page has to start the persuasion from zero instead of closing a decision already made.
Concerns Are Not Used As A Way To Shop
People buy to solve a concern like sensitivity, redness or irritation, not to buy a cleanser. The site groups by product type only, so the concern a visitor actually arrived with has no entry point.
Product Page Sells One Item At A Time
The product page is the strongest page on the site, but it presents a single product on its own. There is no routine or pairing offered alongside it.
No Add On Prompt For A Matching Product
Nothing on the product page suggests the moisturiser that pairs with the item being viewed, so the average order stays at one product even when the visitor is ready to buy.
The Real Proof Is Not Doing Enough Work
The Yuka score, the press mentions, the molecular biologist formulation and the founder story are genuine differentiators, but they are not placed where a hesitant buyer needs them.
The Return Promise Is Not Visible As Reassurance
A willingness to take the product back if a customer's skin does not agree with it is a strong message for skincare. It is not presented on the pages where the hesitation happens.
Homepage Does Not Answer The First Three Questions
Who you are, what the product is and whether you can be trusted are not all answered above the fold. The credibility exists further down but arrives after the visitor has already decided where to click.
Pages Do Not Route Into Each Other
Homepage, collection page and product page each work as a standalone stop. None of them hands the visitor to the next step, so the site behaves like a shelf rather than a sequence.
Recommendations
Build The Routine Quiz The Nav Already Promises
Put a four question quiz behind Find Your Routine: area, skin type, concern, then routine or single product. End it on a matched routine the visitor can add to cart in one action.
Answer Who You Are And Why To Trust You In The Hero
Use the hero to state who OM Botanical is, what the products do and one piece of proof, so a first time visitor has all three answers before scrolling.
Replace Press Names With Publication Logos
ABC, Lehman and Yogi Times currently read as plain text. Swap them for the actual logos so the as seen in row registers as real coverage at a glance.
Add A Shop By Concern Row To The Homepage
Route visitors by sensitivity, redness, irritation and dryness alongside the category links, so someone arrives at a set of products chosen for the reason they came.
Put One Clear Answer Per Need On The Homepage
Give each need, cleanse, moisturise, body, hair and sun protection, a single recommended product with a reason. It removes the choice a visitor is currently asked to make alone.
Add Benefit Copy To Every Collection Card
Show one line per product saying what it is for and who it suits, next to the name, price and review count that are already there.
Add Filters For Skin Type And Concern
Let visitors narrow the collection by skin type, concern and routine step, so a grid of products becomes a shortlist of two or three in a couple of clicks.
Put A Head To Head Comparison On The Collection Page
Show two similar products side by side with the difference spelled out and a recommendation. Give the visitor the choice and the reasoning rather than a grid.
Write An Intro Block For Each Collection
Open every collection, sun protection included, with a short explanation of what the collection covers and who it is for, before the grid begins.
Repeat The Routine Entry Point On Collection Pages
Place a Find Your Routine prompt inside each collection page, so a visitor who cannot decide from the grid has a guided route instead of a dead end.
Build A Build Your Own Routine Page
Let visitors assemble a routine themselves by picking one product from cleansing, targeting, hydration, protection and body care, with every step optional.
Sell The Routine As A Set With One Add To Cart
Present the matched routine as a single unit listing every product inside it, with one add to cart button, so four products can be bought in one decision.
Offer The Pairing Product On The Product Page
Add a matching product prompt, such as the moisturiser that goes with the cleanser being viewed, so the order can grow while the visitor is already ready to buy.
Show The Routine A Product Belongs To
On each product page, show the full routine that includes this item and let the visitor step up to it, rather than leaving the single product as the only option.
Keep And Extend The Estimated Delivery Block
The order today delivery estimate is one of the strongest elements on the product page. Keep it and carry the same clarity into the cart and checkout.
Publish The Full INCI Ingredient List
Give the complete ingredient list alongside the plain language version, so a buyer checking a formula for a sensitive skin reason can verify it without leaving.
Place The Founder Story On The Product Page
Add the story about building this line for a son with eczema to the product page, where it answers why the formula exists at the moment trust is being decided.
Make The Return Promise A Visible Safety Line
State plainly that if a customer's skin does not agree with the product it can come back. Put it near the buy button where the hesitation actually happens.
06The redesign
The version we'd build.
A concept redesign created by Convertica Studio from this audit. It shows how the store could work, it is not the live store.
Three pages together
The product page on the left, the homepage in the centre and the collection page on the right, so the whole store reads as one system.
The bag
The bag slide-over open over a dimmed page, with the lines in her routine and a shipping progress bar.
The quiz
Find Your Routine, step by step: what she wants to improve, her skin, her main concern, how much of a routine she wants, what to keep out, and her routine with the reasons.
Product page
The full product page as two tall columns, with the buy box whole in the first column and the footer at the end of the second.
Buy box
The first screen of the product page: header, product photo, price and add to cart in one view.
Collection
The first screen of the collection page: header, headline, filters and the first row of products.
07Key takeaways
The teardown in 7 lines.
- The products are not the problem, the way visitors are asked to shop is.
- Five categories presented as five separate shelves means one order instead of four.
- A nav link called Find Your Routine with nothing behind it is a promise the site does not keep.
- A collection grid with names, prices and review counts still leaves the visitor guessing which product is theirs.
- A visitor convinced on the collection page arrives at the product page already sold.
- The strongest page on this site is the product page, and it is still only selling one item.
- A website is not a shop, it is a salesperson, and it should ask before it shows.
08Questions
Questions this audit answers.
No. The audit says upfront that this is not about colours, fonts or cosmetic design. The visual work shown is a strategic concept, not a final design. What is being diagnosed is how visitors are guided from landing to purchase, and where that path breaks.
The five categories, body, face, hair and sun, are each presented as an isolated shelf. A visitor who arrives for one product sees a bare grid, buys that one item at most, and never learns what pairs with it. The site has strong individual pieces and no path connecting them.
Because it is the one change that affects every page. A four question quiz turns an undirected grid into a matched recommendation, and it lets the site offer a routine instead of a single product. The nav already has a Find Your Routine link, so the intent is there; the experience is not built yet.
The proof is real and unusual for this space. Press mentions from ABC, Lehman and Yogi Times, a Yuka score, formulation by a molecular biologist, and a founder story about creating the line for a son with eczema. Review counts appear on the collection grid, and the product page is the strongest page on the site.
The grid shows a product name, a price and a review count, with nothing that separates one product from another. There are no filters and no visual cues for fit, so comparing two items means opening them in separate tabs. Visitors then reach the product page undecided instead of pre convinced.
The audit is clear that the product page is the strongest page on the site and does not have issues so much as unused potential. The gallery, the description, the reviews, the subscription option and the estimated delivery all work. What is missing is the pairing product and the routine, which is where the order size comes from.
By selling the routine rather than the product. The quiz ends on a matched multi step routine with one add to cart, the build your own routine page lets visitors assemble their own, and the product page offers the item that pairs with what is being viewed. One visitor buying four products replaces four visitors buying one each.
Because a good salesperson in a physical store asks what you need before showing you anything, then recommends the right thing and answers the hesitation. A grid of products does none of that. The recommendation is to have the site ask, educate, recommend and reassure, in that order.
No. The audit is explicitly about the traffic already arriving. The conclusion is that more orders can come from the same visitors by helping them find the right product and giving them the confidence to buy, rather than by paying to bring more people in.
People buy to solve something. A cleanser on its own is not what anyone wants; it is what they use because of sensitivity, redness, dryness or irritation. Grouping the catalogue by the concern lets a visitor recognise their own situation and arrive at a set of products already chosen for it.
The next step is a strategy call with the studio founder and the strategist who recorded the audit. That call covers scope, timeline, investment and whether the two sides are the right fit to work together. A booking link sits in the top right of the video and below it.
The recording runs 24 minutes. It covers the homepage, the skincare collection page and the product page as they stand today, then walks through a redesign concept for the homepage and collection page, a routine quiz and routine builder, and product page enhancements, closing on next steps.
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
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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.
-
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.