Plaque Away CRO Audit
A CRO audit of Plaque Away, a dog dental powder store, covering the homepage, collection page and product page, and a redesign that adds a dosage quiz, clickable reviews and three ways to buy.
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What we found.
Plaque Away sells a dental powder for dogs, sprinkled on food once a day in place of brushing. The homepage opens with a clear line, your dog deserves a healthier smile, and the hero explains what the product is and who developed it. A 30 day money back guarantee, free returns and shipping within one to two business days sit near the top, and a comparison against chews and water additives sits further down.
The core problem is that the site makes claims it never backs up. A 4.9 rating from over 2,400 pet parents sits in the hero, but it is not clickable and leads nowhere. Statements that chews are ineffective and sprays have been discontinued carry no source. A pet owner looking for a review that matches their own dog's bad breath cannot find one, so the trust badge turns into a question mark.
The same gap repeats on every page. The collection page shows one product with filters that do nothing, no reviews and a placeholder category label that reads like a marketplace feed. The product page shows a photo and a price, with no reviews, no results, no shipping time and no returns note beside the Add to Cart button. Nothing says how much to give a dog of a given weight or how long one jar lasts.
The redesign gives each page one job. The homepage wins trust with sourced claims, clickable reviews and a menu that routes by pack, concern and dosage. A quiz turns a dog's weight, concern and diet into a plan with jar count and cost per day. The one idea worth remembering: the visitor already wants this product, the site just has to make buying it feel safe.
Problem, opportunity, impact
The site makes big claims, a 4.9 rating from over 2,400 pet parents and rivals that were discontinued, without one clickable review or source, and never tells a pet owner how much to give their dog or how long a jar lasts.
A store that answers a pet owner's questions before they ask: a quiz that turns weight and concern into a dosage plan, reviews filtered by concern and breed, and a two jar pack or subscription that covers the full four to eight week window.
More of the visitors who already arrive with intent would reach Add to Cart with their questions answered, and more of them would buy two jars or a subscription instead of a single trial jar that cann
Scored across five dimensions.
Five dimensions, each scored out of ten.
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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.
Every issue, paired with its fix.
15 issues found, 17 fixes proposed.
No Navigation Bar On The Homepage
The homepage has no menu at all. A visitor who lands from an ad or a social post has no guided path to the product, the reviews, how it works or the ingredients, and has to scroll and guess.
The Review Badge Leads Nowhere
The hero shows a 4.9 rating from over 2,400 happy pet parents, but the badge is not clickable and there is no reviews page to reach. The strongest trust signal on the site cannot be checked.
Big Claims With No Sources Attached
The site says chews are ineffective and sprays and additives were discontinued for underperforming, and that the ingredient is expert developed. None of these statements link to a source a cautious pet owner could read.
No Dosage Chart Or Plan Anywhere
A visitor with a large dog cannot find how many scoops to give per day, how long one 60 gram jar lasts, or how many jars cover the four to eight weeks the site says results take.
One Jar Is Sold As A Full Trial
The homepage promises fresher breath in one to two weeks and visible improvement in four to eight weeks, yet offers a single small jar with no reason to buy more. The first purchase cannot show the result it promises.
Subscribe And Save Shows No Plan
A subscribe and save 15% offer appears near the bottom of the homepage, but there are no plans, intervals or jar quantities behind it. The upsell is announced without being explained.
Testimonials Hidden At The Bottom Of The Page
The only customer quotes live at the very end of the homepage, with no photos, no dates and no mention of the concern each dog had. A visitor cannot match any of them to their own situation.
Trust Documents Buried In The Footer
How it works, benefits, the sourcing statement and the safety data sheet are all listed in the footer. They answer the exact questions a pet owner has at the top of the page, and nobody scrolls that far to find them.
Collection Page Reads Like A Marketplace Feed
The collection page carries a generic animals and pet supplies category label that looks copied from a marketplace listing. It suggests a reseller rather than the brand that made the product.
One Product And Filters That Do Nothing
The collection page shows a single jar with its name and size, and a set of filters that cannot narrow anything. There is no comparison to make, no reason to buy and no dosage guidance on the card.
No Reviews Or Reassurance On The Collection Page
The collection card carries no rating, no guarantee, no shipping note and no facts about the product. Everything that builds confidence on the homepage is absent at the point where a visitor chooses.
Product Page Shows Only A Photo
The product page, where the sale actually happens, displays the jar image and little else. There are no reviews, no before and after results and no proof that the product does what the homepage claims.
No Shipping Or Returns Note Near Add To Cart
The product page does not say when the order will arrive or how returns work. The 30 day guarantee and one to two day dispatch exist on the site but are missing beside the one button that matters.
Thyroid Mention With No Guidance
The site references thyroid conditions without explaining why it matters, what the dosage should be or how to ask. Raising a health concern and then leaving it unanswered makes a careful owner more hesitant, not less.
All Trust Signals Live On The Homepage Only
The guarantee, the comparison and the claims sit on the homepage alone. A visitor who moves to the collection or product page loses every reassurance just as they get closer to paying.
Add A Navigation Bar That Routes By Need
Put a menu at the top of every page with routes by pack, by concern such as bad breath, visible tartar or sore gums, by dosage for age and weight, how it works, safety and ingredients, and reviews.
Make The Review Badge Open A Real Reviews Page
Link the 4.9 rating to a reviews page that can be filtered by concern and by breed, so an owner of a golden retriever with bad breath can read what happened for a dog like theirs.
Build A Find My Dog's Plan Quiz
Ask the dog's weight, main concern, diet, whether it has a thyroid condition or takes daily medication, and how many dogs are in the home, then return the scoops per day, how long a jar lasts and the cost per day.
Publish A Dosage Chart By Weight
Show on the homepage, collection page and product page how many scoops a small, medium and large dog needs each day and how many days one jar lasts at each dose, so the jar count is obvious before checkout.
Offer One Jar, Two Jars And A Subscription
Present three ways to buy on every page: a single jar to try, a two jar pack at a saving that covers one dog through the full four to eight week window or a two dog home, and a subscription on the dog's schedule.
Cite A Source Under Every Claim
Keep the claims about chews, sprays and the active ingredient, but place the study or document each one rests on directly beneath it, rather than leaving the reader to take it on faith.
Move Guarantee And Shipping Under Add To Cart
Place the 30 day money back guarantee, the free shipping threshold and the one to two business day dispatch immediately below the Add to Cart button, where the decision is actually made.
Show Before And After Results With A Timeline
Add real dog photos showing the change over one to eight weeks, and a what to expect week by week section, so the promise of fresher breath and cleaner teeth is something a visitor can see.
Put Reviews By Concern On The Product Page
Pull reviews onto the product page and group them by the problem the dog had, so a buyer worried about gum issues sees owners who bought for gum issues and what they reported.
Answer The Thyroid Question Where It Is Raised
Add a thyroid and medication note beside the ingredients explaining that kelp is a natural source of iodine and that owners of dogs with a thyroid condition should check with their vet, with a way to email the plan to the vet.
Add The Three Questions Owners Ask First
Answer will my dog eat it, is it safe for my dog, and what if it doesn't work, in a short section after the how it works steps, so the most common hesitations are handled before the price.
Add A Comparison Chart Against Alternatives
Show in one table why the powder stands apart from dental chews, water additives and professional cleaning on effort, cost and daily use, and position it as a step between vet visits, not a replacement.
Make Collection Cards Self Explanatory
Give each pack card a clear image, price, jar count, who it is best for, the cost per jar and per day, and the shipping note, so a visitor can compare the three options without opening each one.
Lift Trust Documents Out Of The Footer
Bring how it works, the ingredient facts, the sourcing statement and the safety data sheet into the body of the homepage and product page, linked from the navigation rather than hidden at the bottom.
Explain The Subscription As A Plan
Replace the bare subscribe and save line with a start my plan option that states the interval between jars, what arrives each time, the saving and how to pause, so the upsell is understood rather than suspected.
Put Clickable Reviews In The Hero
Keep the rating in the hero but make it open the full reviews list, and place a shop from price and a find my dog's plan button directly beneath it so trust and action sit together.
Gently Offer Two Jars At The End Of The Product Page
Close the product page with a quiet switch to two jars prompt tied to the dosage chart, so a visitor who now knows one jar runs out before results appear can fix that in one click.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity for this store is not more traffic but helping the traffic it already has feel confident enough to buy.
- A review badge that cannot be clicked turns the strongest trust signal on the site into a question mark.
- A claim without a source is not reassurance, it is one more thing a pet owner has to take on faith.
- If results take four to eight weeks, selling a single small jar with no dosage chart sets the first buyer up to see nothing.
- A short quiz that turns a dog's weight and concern into a plan answers more questions than any block of copy.
- Every reassurance on this site lives on the homepage, and none of it follows the visitor to the page where they pay.
- Each page has one job: the homepage wins trust, the collection page helps the visitor choose, the product page justifies the purchase.
Questions this audit answers.
A dental powder for dogs that is sprinkled on food once a day as an alternative to brushing. The site positions it for bad breath, tartar and gum health, and currently offers one 60 gram jar with a subscribe and save option.
The site makes strong claims without proof. The hero shows a 4.9 rating from over 2,400 pet parents, but the badge is not clickable and there is no reviews page. Claims about rival products carry no source either, so a careful pet owner has nothing to check.
Pet owners compare their own dog's problem to other dogs before buying. If they cannot open the reviews to find a dog with bad breath or gum issues like theirs, the rating stops reassuring them and starts raising doubt. Our CRO strategist noted that most pet owners would leave at that point.
Nothing on the site says how many scoops a dog of a given weight needs each day or how long one jar lasts. The homepage says results appear within four to eight weeks, but a visitor cannot work out how many jars that takes, so a single jar becomes a trial that cannot show results.
It shows one product with filters that cannot narrow anything, no reviews, no guarantee and no dosage guidance. It also carries a generic animals and pet supplies category label that reads like a marketplace listing rather than the brand's own store.
Almost everything that builds confidence. The page shows the jar photo and price, with no reviews, no results, no shipping time and no returns note near Add to Cart. The guarantee and the comparison that live on the homepage do not follow the visitor here.
With a find my dog's plan quiz. It asks the dog's weight, main concern, diet, whether it has a thyroid condition or takes medication, and how many dogs are in the home. It then returns scoops per day, how long a jar lasts, the cost per day and the right pack to buy.
It presents three ways to buy on every page: one jar to try, a two jar pack at a saving for a two dog home or one dog through the full four to eight week window, and a subscription on the dog's schedule. The dosage chart makes the case for two jars without pressure.
It answers it where it is raised. A note beside the ingredients explains that kelp is a natural source of iodine and that owners of dogs with a thyroid condition should check with their vet, with an option to email the dog's plan to the vet.
No. Our CRO strategist was clear that this is not about colours, fonts or making the site prettier. It is about what happens between a visitor landing and reaching Add to Cart, and removing each point where they hesitate.
The hero line is clear, the product and its purpose are obvious at a glance, and the 30 day money back guarantee, free returns and one to two business day shipping are all stated. The site also compares the powder to chews and water additives, which is a good instinct.
The recording runs 38 minutes. It covers the homepage, the collection page and the product page of the current site, then walks through a CRO redesign of all three pages including a live demonstration of the dosage quiz, and ends with next steps.
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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.
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Trust & credibility checkThe signals that make first-time buyers convert.
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Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.