Storefronts we designed and built, across supplements, fragrance, health, wellness and skincare.
All 35 projectsFour engagements, measured before and after. What changed, why it changed, and by how much.
All case studiesDiagnosis, design and development from one studio — so the recommendation and the build never disagree.
All five services147 real Shopify stores torn down page by page, scored, and shown beside the version we would build. Free to watch.
Browse all teardownsSix conversion-first themes, each built for one industry’s buying journey. Zero required apps, $300, one licence.
Compare all sixThis audit reviews the homepage, men's collection page, and acne cleanser product page on rscnatural.com, then walks through a redesign built around a skin-concern finder quiz and added proof.
Pressing play loads the video from YouTube — you can allow it for every teardown under cookie preferences.
RSC Naturals already has useful bones. The navigation leads with skin concerns, acne, baby, eczema, rosacea, makeup, which signals specialization right away. The men's collection page frames its four products as a three-step routine, clean, soften, calm, a smart instinct. The product page already offers a $12 sampler beside the full size, a low-risk way to try before buying.
The problem is that none of this is backed by proof. A first-time visitor has to decide whether to trust the brand before entering card details, and the homepage never shows who buys this, how many people trust it, or evidence that the solution-based claim is real. A promo banner advertising August 15th off is still running in October, a stale detail that quietly works against the trust the brand is asking for.
That same gap repeats on every page down the funnel. The men's collection offers no filter by skin type or concern, only a dropdown sort, so shoppers have to open each product individually just to learn which bacteria a moisturizer targets. The product page goes further: above the fold there's a price and size selector, but scroll down and there are no reviews, no star ratings, no customer photos, nothing proving it works for someone like the visitor.
The fix is a guided buying journey: a short quiz that asks what the visitor's concern and skin type are, then recommends the matching routine, backed by proof strips, filters, comparison charts, and reviews repurposed from across the store. The one idea worth keeping is that the intent to buy is already there; the site's job is to turn that intent into confidence.
The site displays its skincare products but never helps a visitor diagnose their skin concern or trust the brand enough to buy, leaving every page as a catalog instead of a guided path to purchase.
With a concern-based finder quiz, visible proof in the hero, filterable collections, and reviews on every product page, RSC Naturals could turn already-interested visitors into confident buyers instead of browsers who leave undecided.
Guiding visitors to the right product and adding proof at each step should reduce hesitation near checkout, while bundled routines and cross-sells give the store a real path to raise average order val
Five dimensions, each scored out of ten.
14 issues found, 16 fixes proposed.
The homepage hero never states what the brand is, who it serves, or shows any evidence that other people already trust it.
A banner advertising 15% off through August 15th is still live in October, a dated detail that quietly undercuts the trust the brand depends on.
The homepage positions the brand as solution-based, but nothing on the page, no proof strip, no evidence, backs that claim up.
Visitors can't easily tell whether what they have is acne, rosacea, or eczema-related, and nothing on the site helps them figure that out before choosing a product.
Products and categories are visible, but nothing guides a visitor toward the specific one that matches their concern.
The men's collection, built around a clean, soften, calm routine, only shows four products with no sense of what else is available.
The only way to narrow the men's collection is a sort dropdown; there is no filter by skin type or concern on a page meant to match people to solutions.
A shopper cannot tell which bacteria the antibacterial moisturizer is meant to treat without opening its individual product page.
Products on the collection page carry no summary or visual cue, so comparing options means opening each one individually.
Scroll past the image, price, and size selector on the acne cleanser page and there is nothing: no star rating, no review count, no customer photos.
Questions about shipping time, returns, and whether the product will actually work sit unanswered right at the point of decision.
There are no bundles, no related product suggestions, and no multi-item offer anywhere on the site.
The store has reviews from other products that could support pages for items with no reviews of their own, but they currently go unused.
Product copy explains what's inside the bottle rather than what changes for the person using it, which is what actually justifies a purchase.
State what the brand is, who it's for, and show a rating or experience signal directly in the hero section.
Replace the August 15th promo with a current offer, or remove the banner entirely until a live one exists.
Back the solution-based language with a review count, years in business, or another concrete trust signal.
Ask who the product is for, their main concern, and skin type, then recommend the matching products directly.
Give shoppers clear paths into acne, eczema, rosacea, and makeup so they can self-select instead of hunting through the menu.
Let a visitor answer the quiz on behalf of someone else, since not every shopper is buying for themselves.
Let shoppers filter the collection by combination, sensitive, or oily skin instead of relying on a sort dropdown alone.
Show what each product targets and does right on the collection grid so shoppers don't have to open every page.
Lay out skin type fit and timing for each product side by side so shoppers can compare without clicking through.
Add an add all four option for routine-based collections so shoppers can buy the full system in one step.
Repurpose store-wide review counts on products that don't have reviews of their own yet, with real customer photos where available.
Answer delivery time, return policy, and fit concerns right at the point where the buying decision is made.
Cross-sell matching products on the product page to lift average order value instead of leaving it to chance.
Offer bundle savings as a shipping cost split between items rather than a markdown on the product price.
Rewrite descriptions to lead with what changes for the person using the product, not what the bottle contains.
Show how the line compares to drugstore or pharmacy alternatives directly where the purchase decision happens.
A concept redesign of RawSkinCeuticals (RSC Naturals), a US maker of raw vegan skincare sold by skin concern: acne, eczema, rosacea, baby, men and more. Homepage, a Skin Solution Finder, collection, product page, bag drawer and phone screens, built from the findings of a conversion audit of the live store. People arrive with a specific skin problem and are ready to buy, but the live store sells like a general catalog. The navigation already leads with concerns, which is the right instinct, yet nothing helps a visitor who is unsure whether what they have is acne, rosacea or eczema. The collection page we audited frames four products as a three-step routine but offers only a sort dropdown, no filter by skin type or need. On the product page there is an image carousel, a price, a size choice and a sampler offer, then nothing: no rating, no reviews, no customer photos, no shipping or returns answers next to the button. A dated discount code was still running on the homepage banner. For a brand solving a frustrating skin condition, the moment that needs reassurance most is the one that is empty. We made the store diagnose first and sell second. The homepage opens on the problem in the visitor's words, puts Find my routine beside a Shop by concern row, and follows with the three ways to start (sample first, starter kit, full system), one tile per concern with each line shown as a complete system, the step customers reorder, why raw matters, a comparison with pharmacy brands, a place for reviews grouped by concern and the buyer's questions. The Skin Solution Finder asks four questions, who it is for, the main concern, skin type and whether a routine has been tried, keeps the answers in a side panel, and returns one matched system with the order to use it in and a lower-cost way to try it. The collection page states who the line is for, shows the four steps in order, filters by skin and by routine step, and gives every card its step tag, a one-line job and Quick Add. The product page answers "is this right for my skin" with skin-type tabs before the size choice, sizes are chosen by how long they last, a one-time or refill option sits above Add to bag, the sampler is one line below it, and shipping, lead time and returns sit at the bottom of the buy column. The bag drawer shows free shipping progress and each line's step in the routine. The phone screens keep the finder, the filters and Add to bag within thumb reach. Every screen uses the store's own product photography.
A concept redesign created by Convertica Studio from this audit. It shows how the store could work, it is not the live store.
The whole page in two columns: the promo bar and the Shop by concern row, the hero that names the skin problem with Find my routine as the main button and concern chips under it, the rating strip with reviews by concern, the three ways to start, every line as a complete system; then the comparison with pharmacy brands, the step-by-step routine reviews, customer photos tagged by concern, the buyer's questions, the closing finder banner and the footer.
The homepage in the centre, the Acne Cleanse buy column on the left with its check lines, the skin-type fit box, the two sizes and the purchase choice, and the Acne collection on the right with its breadcrumb, headline, the four routine steps and the finder link. One system across every page.
A slide-over, not a page: the free shipping message with its full progress bar, one line per product with its size and step in the routine, a stepper and the line price, then the subtotal, Check Out Securely, the taxes note and View full bag. The product page stays readable behind it.
Who are you shopping for, what is your main skin concern, how would you describe your skin, have you tried a dedicated routine before; the match panel on the right keeps the answers as they are given. Then the result: one complete routine as the recommended first order with what is inside, a single best step and a sampler as the alternatives, and the routine laid out in order.
The whole page in two columns: gallery and buy column with the skin-type tabs, size by how long it lasts, one-time or refill, Add to bag and the sampler line, then Complete your routine and Step 1 of 4; then the raw botanicals band, the reviews, the questions before you buy and the footer.
Header with the Shop by concern row, thumbnail rail and hero photo with its step tag, the For acne-prone skin label, title and rating slot, three check lines, the Is this right for my skin box with skin-type tabs, the two sizes with how long each lasts, one-time purchase or refill, quantity and Add to bag, the sampler line, two reader quotes, and the free shipping, ships in and returns lines.
The Acne collection: breadcrumb, headline and one-line intro, the four routine steps in order, the finder link, the system photo with the three ways to start, the filter bar by skin and by routine step with the count, and the first row of four cards with a step tag, a rating slot, a one-line job and Quick Add.
The first screen with the problem in the visitor's words, Find your solution and the concern chips; the rosacea collection with the routine steps and a filter sheet within thumb reach; the Acne Cleanse page with its step tag, the two sizes, a reader quote and the pinned Add to bag bar. One thumb, one decision at a time.
A banner dated for a month that already passed signals that nobody is maintaining the site closely. Visitors read that as a lack of attention, and a brand asking for card details needs to look cared for, not neglected. It costs nothing to fix and currently works against the trust the homepage is trying to build.
The framing is genuinely a strong instinct, but it isn't enough on its own. With only a sort dropdown and no filter by skin type or concern, shoppers still have to open each of the four products individually to figure out which one fits them. Good framing without a way to narrow down options still leaves the shopper doing the work.
It replaces guesswork with a guided recommendation, asking who the product is for, their main concern, and skin type before showing products. That turns browsing into a personalized result, which builds more confidence than scrolling a general catalog. Visitors feel like the products shown were chosen for them, not just displayed.
No, ingredient information still matters for shoppers checking for sensitivities. The issue is that ingredients currently lead the description instead of results. Leading with what the product will do for the person's skin, and keeping ingredient detail available but secondary, does more to justify the purchase.
That button is where hesitation peaks, because it's the moment the visitor has to commit. Questions about shipping time, returns, and whether the product will work are already in their head at that exact point. Answering them right there removes the friction before it causes someone to leave.
Yes, and the recording specifically points this out as a missed opportunity. Showing an overall store rating, such as a number of reviews across the catalog, tells a new visitor that other people have bought from and trust the brand, even if this particular product is new. It's an honest way to borrow proof while individual product reviews build up.
Remove or update the expired August promo banner and add a proof strip to the hero section. Both are small content changes rather than structural rebuilds, and both directly address the first thing a new visitor evaluates: whether this brand can be trusted.
The men's collection currently has four, but the audit is about the collection template used across every category on the site, not just this one page. Filters matter more as the catalog or any individual collection grows, and building the pattern now means it scales correctly everywhere else.
Instead of discounting the item itself, the saving comes from charging shipping once instead of twice when two products are bundled. The store keeps full product margin, the customer pays less overall, and it reads as a thoughtful offer rather than a markdown.
Adding a find my routine quiz that asks about the visitor's concern and skin type, then recommends products based on the answers. Everything else, the proof strip, the guided funnels, the gifting path, builds around that one mechanism.
No. The recording is explicit that the redesign shown is a concept, not a finished build, and that actual implementation happens on the store's existing Shopify setup with its real products, pricing, and policies. The concept sets the direction; the build is a separate step.
This audit reviews the homepage, the men's collection page, and the acne cleanser product page on rscnatural.com, identifies what's missing from each, and then walks through a full redesign concept for all three. The recording runs 32 minutes.
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.
