Puebloprints CRO Audit
A 19 minute CRO teardown of Puebloprints, covering the homepage, the 63 product collection page and the product page, plus a redesign direction built around the artist's story.
Watch the full 19-minute recording.
What we found.
Puebloprints has the raw material most art stores wish they had. The work is Native American art tied to San Ildefonso Pueblo and the Maria and Julian Martinez family legacy, with more than 45 years of painting behind it and individual pieces that carry real personal meaning. The artwork loads immediately on the homepage, the range is substantial, and the family history is on the site.
The problem is not the product and it is not the look of the site. It is the hierarchy. A new visitor is shown a lot of prints before anything has answered who Puebloprints is, why the artwork is special, and what separates it from the thousands of Southwestern style prints available elsewhere. The site is product led where it needs to be story led, so the visitor is left to work out the value alone.
That gap repeats further down. The collection page holds 63 products with long, similar, SEO shaped names like Native American art and Southwest decor, which makes scanning and comparing pieces harder rather than easier. There are no meaningful filters and no merchandising to start people off. On the product page, the story behind a piece such as Merry Prayer sits well below the moment of decision.
The direction is to make the homepage sell reasons to explore, turn the collection page into a guided buying experience with filters, picks and a buying guide, and build the product page around both halves of the decision: why do I want this piece, and do I feel comfortable ordering it. The value is already in the business. What is missing is the buying journey around it.
Problem, opportunity, impact
The site is built to display artwork rather than to sell it, so visitors meet a large grid of prints before the site has explained who Puebloprints is or why this artwork is different.
The heritage, the San Ildefonso Pueblo connection and the Martinez family legacy are already in the business. Brought forward at the moments a visitor is deciding, they turn browsing into a guided buying journey.
Visitors understand what makes each piece meaningful, can narrow 63 prints down to the right one, and see reasons to add a second piece once the decision to buy is already made.
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.
16 issues found, 19 fixes proposed.
Products Come Before The Positioning
The homepage shows a large range of artwork before it answers who Puebloprints is or why the work is special. A first time visitor scrolls prints before they have a reason to care about them.
The Family Story Sits Too Far Down
The Maria and Julian Martinez legacy and the Pueblo Prints history appear further down the homepage, after the product grid, so the differentiation arrives after the browsing decision is already made.
No Clear Path Into The Collection
The homepage does not give different shoppers obvious buying paths. Everyone is dropped into the same wall of products instead of being pointed at bestsellers, signed pieces, subjects or gifts.
Sixty Three Products With No Filters
The collection page carries more than 60 prints and offers no meaningful way to narrow them by subject, style, size, signed status or price. Depth becomes a discovery problem.
Product Names Written For Search, Not Shoppers
Many titles are long and similar because they repeat terms like Native American art, Southwest decor, wall art and indigenous art. They may serve SEO, but they make scanning and comparing pieces harder.
The Collection Page Is Only A Grid
The collection page is used as a container for products rather than as part of the buying journey. Nothing on it suggests where to start or helps a shopper reach a decision.
Weak Visual Hierarchy Across The Grid
Every tile carries the same weight, so nothing stands out and nothing is recommended. The shopper has to compare 63 near identical cards with no guidance.
The Artwork's Meaning Is Not Packaged For The Decision
The strongest material already exists on the site. Merry Prayer was created in honour of the artist's mother, with the hummingbird representing her spirit, but that meaning is not placed where the buying decision happens.
The Artist's Credentials Are Not Upfront
More than 45 years of painting and the direct line to Maria Martinez are powerful facts for an art buyer. On the product page they are not presented as part of what the customer is buying.
Practical Objections Go Unanswered
The product page does not clearly cover shipping expectations, returns, framing and matting, or authenticity. A buyer deciding on original artwork is left to guess at the practical details.
No Reason To Buy Direct From Puebloprints
The site never spells out why buying directly from the source matters compared with the many places selling Southwestern style prints. That case is left unmade at the point of purchase.
Sizes And What Is Included Are Unclear
A visitor on a product page cannot quickly see what sizes are available and exactly what arrives in the box. Both are basic questions for anyone ordering framed or unframed artwork.
The Journey Ends At One Print
Once someone connects with a piece, the product page does not introduce complementary artwork or related work, so a buyer with their card out is only ever sold a single print.
No Gifting Route Ahead Of The Season
Prints suit housewarmings, retirements and gifts for a mother or grandmother, but the site offers no gifting path built around those occasions as the gift season approaches.
Customer Proof Is Missing At The Decision Point
There is no customer proof placed alongside the buying decision, so a first time buyer of Native American art has nothing but the listing itself to build confidence on.
No Picture Of The Artist On The Site
The review found no photo of the owner anywhere on the site. For art buyers, who want to know who made the work, that is a missing piece of the connection.
Move The Differentiation To The Top Of The Homepage
Lead with what makes Puebloprints distinct: the artist, the Native American heritage and the story behind the work, with the artwork still carrying the visual weight.
Give The Homepage A Deliberate Sequence
Order the page so a visitor understands the brand, discovers the artwork, sees why it matters and then starts shopping, rather than meeting products in the first screen.
Build Obvious Buying Paths Into The Homepage
Replace the wall of products with entry points for different shoppers: bestsellers, signed pieces, collections by subject and gifting options.
Answer The Three Ways To Own The Work Upfront
Show on the homepage what the formats are, what a signed painting means and what arrives in the box, so credibility is established before the product page has to carry it.
Add Meaningful Filters To The Collection Page
Let shoppers narrow the 63 prints by subject, style, size, signed prints and price, so depth becomes an advantage rather than a decision they have to make alone.
Rewrite Product Names For Shoppers
Give each piece a clean, shopper facing title and keep the keyword terms in the description and metadata, so scanning the grid stops feeling like reading the same name 63 times.
Merchandise The Collection Instead Of Listing It
Bring bestsellers, signed prints and subject groupings to the front of the collection page so a shopper is told where to start rather than left to sort it out.
Simplify The Information On Each Tile
Strengthen the visual hierarchy so the artwork leads and the supporting text stays short, making pieces easier to compare at a glance.
Add Picks Chosen By The Artist
Label a small set of prints as chosen by the owner. For buyers who are hesitant about art, an expert pointing at a safe place to start removes the fear of choosing wrong.
Publish A Buying Guide For Format And Size
Explain which format and which size suits which space, so a shopper can decide confidently without needing to ask or guess.
Put The Piece's Story At The Top Of The Product Page
Treat the meaning as part of the offer, not an afterthought. For Merry Prayer, the dedication to the artist's mother and the hummingbird's meaning belong near the decision.
Make The Product Page Essentials Unmistakable
Show the artwork, the price, the available options, what is included and a strong add to cart path clearly at the top so nothing about the purchase is ambiguous.
Answer The Practical Objections In One Block
Cover shipping expectations, returns, framing and matting, authenticity and a short FAQ below the story, so the emotional decision is backed by reassurance.
State Why Buying Direct Matters
Say plainly on the product page what a buyer gets by ordering from Puebloprints rather than from a generic Southwestern print seller.
Add Complementary Artwork After The Decision
Introduce related and complementary pieces on the product page. The hardest step was getting the card out; once it is out, a second print needs only a reason.
Group Prints For Wall Sets
Offer pairings and wall groupings such as complete the wall and more from the artist, so one print can become two or three without extra persuasion.
Create A Gifting Page Built Around Occasions
Build gift routes for the housewarming, the retirement, the mother and the grandmother, and name the specific prints for each, rather than only noting that prints can be gifted.
Add A Browse By Budget Route
Let a shopper who is unsure where to start choose by what they want to spend, then guide them to the prints that fit.
Put The Artist's Photo And Story On The Site
Add a real photo of the owner and an about the artist page. Art buyers want to know who made the work, and the concept currently uses a placeholder image.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity is not more traffic; it is helping the traffic already arriving feel confident enough to buy.
- The product is not weak. The site is simply not communicating its value at the moments a visitor is deciding.
- The homepage should sell reasons to explore before it shows 63 choices.
- Product names written for search engines make the collection page harder for shoppers to scan and compare.
- A collection page is part of the guided buying experience, not a container for a grid of products.
- The story behind a piece, such as the hummingbird in Merry Prayer, changes how a buyer values the artwork.
- The hardest step for a customer is getting the card out; once it is out, a second print only needs a reason.
Questions this audit answers.
The hierarchy. A new visitor is shown a large amount of artwork before the site answers who Puebloprints is or why the work is different from other Southwestern style prints. The value exists in the business but it is not placed where the buying decision happens.
No. The audit is not about making the site look prettier. It is about how the site sells: the order of the homepage, how easy it is to choose from 63 prints, and how much help the product page gives a buyer at the moment of decision.
For art buyers, who made the work and why is part of what they are purchasing. The San Ildefonso Pueblo connection, the Martinez family legacy and more than 45 years of painting give a visitor a reason to care. Placed near the add to cart, that reason supports the decision instead of sitting on a separate page.
Many are long and similar because they repeat terms like Native American art, Southwest decor, wall art and indigenous art. Those terms may serve search, but across a grid of 63 prints they make the pieces look interchangeable and make comparing them harder.
It means the page actively helps someone choose rather than leaving them to browse. Filters that matter, a clear starting point, picks chosen by the artist, a size and format guide and a short FAQ all move a shopper toward a decision before they reach a product page.
Every path through the site ends there. If the homepage and the collection page do their job and the product page is weak, that work is wasted. It is the point where someone moves from appreciating the artwork to deciding whether to own it.
The practical reassurances that stop a purchase: sizing, matting and framing, delivery expectations, returns, authenticity and customer proof, followed by a short FAQ. The page needs to answer both why do I want this piece and do I feel comfortable ordering it.
By introducing complementary and related artwork after someone has connected with a piece. The audit's point is that the hardest part for a customer is deciding to pay at all. Once that decision is made, a second print needs only a visible reason to be added.
Prints are bought as gifts for housewarmings, retirements and for a mother or grandmother, and the gift season is approaching. Rather than noting that prints make a good gift, the concept names the occasions and points at specific prints for each one.
No. It is a strategic design concept that shows what the site could look like if the issues found in the audit were fixed. It is a direction, not finished artwork, and the owner's photo in it is a placeholder until a real one is supplied.
The audit is a diagnosis and the concept is a strategic direction. The value comes from implementing the strategy on the live store and testing the experience. The next step offered is a strategy call covering the biggest priorities, the scope, the timeline, the investment and whether it is a fit.
The recording runs about 19 minutes. It reviews the Puebloprints homepage, the collection page holding 63 products and a product page, then walks through a strategic redesign concept for the homepage, the collection page, a gifting page, the product page and an about the artist page.
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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.