Salty Lamps CRO Audit
A CRO teardown of Salty Lamps, a UK Himalayan salt lamp store, covering the homepage, collection page and product page, and the guided buying experience our CRO strategist proposes in their place.
Watch the full 32-minute recording.
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What we found.
Salty Lamps has the hard part done. The range is broad, with Himalayan salt lamps in many shapes and sizes alongside candle holders, plates and other salt products, and our CRO strategist liked what they saw as soon as the product pages opened. The store is not running paid ads, which is the right call for now, it already collects customer reviews, and the name and imagery make it obvious this is a salt business.
The problem is that the website behaves like a catalogue rather than a salesperson. The hero and navigation show that the store sells salt products, but they do not say who it is for or whether other people trust the brand, and there are no guided routes into the range. A visitor is handed a grid of images, names and prices and left to work out the rest alone, which is where hesitation starts.
The same pattern repeats on the collection page, where every lamp looks the same and the only way to compare is to open product pages one at a time. On the product page the name, price, size and add to cart button are all clear, but nothing explains why to buy this lamp here rather than cheaper on Amazon, Etsy or eBay. Reviews sit at the bottom of the homepage, nowhere near the buying decision.
The direction is a guided buying experience across all three pages: a homepage that answers the basic questions and routes people by shape, size, room, price or gift, a collection page built for comparison, and a product page with reassurance, bundles and add-ons around the button. The idea worth remembering is simple. If the store does not show it, the shopper will not know it.
Problem, opportunity, impact
The site behaves like a catalogue. It shows images, names and prices for a large range of salt lamps and salt products, but never tells a visitor who the store is for, why to trust it, or which product is right for them.
A store that works like a good salesperson: a homepage that answers the basic questions and offers routes by shape, size, room and price, a collection page built for comparing, and a product page that justifies the price and builds the basket.
More of the visitors the store already gets would find a product that fits and buy it with confidence, and bundles, pairing offers and gift wrap would lift the value of each order without any new traf
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.
13 issues found, 18 fixes proposed.
Hero Section Does Not Say Who The Store Is For
The name, image and feel make it clear this is a salt business, but the hero never says who the lamps are for or whether other people trust the brand. Two of the three questions a homepage must answer in the first few seconds go unanswered.
Navigation Offers Only A Few Bare Options
The navigation bar lists a handful of links and nothing more. A visitor cannot see at a glance what is available, how it is organised, or where to go for a particular shape, size or room.
Homepage Has No Guided Buying Paths
Below the hero there are no routes into the range. The page shows products but gives no way to say what you are looking for and be taken to the right collection, so the visitor has to find their own way.
The Whole Site Behaves Like A Catalogue
Every page shows a bunch of products with an image, a name and a price and stops there. No page plays the salesperson who asks what you need, narrows the options and explains why a product fits.
Reviews Are Buried At The Bottom Of The Homepage
The store does have customer reviews, which is a real asset, but they sit at the very bottom of the homepage. Most visitors will never scroll that far, and the reviews appear nowhere else on the site.
Collection Sorting Is Limited And Partly Hidden
The collection page uses what looks like the standard Shopify template sorting, and even that is not fully visible. There is no way to narrow the lamps by shape, size, room or price.
Every Lamp Looks The Same In The Grid
The collection cards show an image and a name and little else, so a visitor cannot tell one salt lamp from the next. The page shows what is in stock rather than helping anyone discover the right product.
Comparing Products Means Opening Every Page
With no reviews, sizes or descriptions on the cards, the only way to compare lamps is to open each product page in turn. That is a lot of work to hand a visitor, and many will leave in frustration before finishing it.
Product Page Never Justifies The Price
The product page has a clear name, price, size and add to cart button, but it never says why to buy this lamp from Salty Lamps when a shopper could find something cheaper on Amazon, Etsy or eBay.
No Reviews Near The Add To Cart Button
At the moment a shopper is deciding whether to buy, there is no social proof in sight. Reviews exist on the site but they are not shown anywhere around the add to cart button where the decision is made.
Returns, Delivery And Secure Checkout Go Unmentioned
The product page says nothing about returns, delivery times, payment or secure checkout. Nothing on the page tells a first-time buyer it is safe to order from this website.
Nothing On The Product Page Raises Order Value
There is no bundle, no pairing suggestion and no add-on. A shopper who might happily pair a salt lamp with a salt plate is never shown the option, so every order stays at one product.
Gifting Is Never Suggested Anywhere
Salt lamps are a natural gift, but no page plants the idea. A visitor who arrived for themselves is never told they could be buying for someone else, and there is no gift wrap or occasion route.
Answer The Three Basic Questions In The Hero
Rewrite the hero so it says what Salty Lamps sells, who it is for and why people trust it, with review proof visible above the fold. Pair it with two clear calls to action: Find My Lamp and Shop All Lamps.
Add A Reassurance Strip Under The Hero
Place a row directly under the hero covering UK based support, 30 day returns, delivery and genuine Himalayan salt. These are the reassurances a hesitant visitor needs before they will scroll any further.
Rebuild The Navigation Around Shape, Size, Room And Price
Organise the menu so lamps can be reached by shape, size, room or price, including a route for budgets under £15. Give candle holders, kitchen and spa lines and gifting their own clearly labelled sections.
Add A Find My Lamp Product Finder
Build a short guided finder that asks a few questions about room, size and budget and recommends matching lamps. This is the digital form of a salesperson asking how they can help, and it belongs in the hero and again lower down.
Show Every Category As Its Own Route On The Homepage
Under the finder, lay out each product family in its own tile so a visitor who came for candle holders or plates can go straight there. Follow it with a section showing where the lamps live, from bedroom to nursery to hallway.
Explain Why To Buy Here Instead Of A Marketplace
Add a section that spells out what makes the brand different from Amazon, Etsy and eBay listings, such as the checks each lamp goes through and where the salt comes from. Let visitors open each point and read more.
Move Reviews With Real Photos Higher Up The Page
Bring customer reviews up from the footer into the main flow of the homepage and show them with real customer images. Repeat them on the collection page through a Trustpilot block and on the product page beside the button.
Add Bestseller And Customer Favourite Badges
Mark the most bought and most loved products with badges on their cards and show a bestsellers section on the homepage. Shoppers who cannot decide will reach for what other people chose.
Offer Pre-Built And Build Your Own Bundles
Add a bundle section where a shopper can take a ready-made set or build their own, with a small saving against buying separately. The concept shows a lamp, tea light holders and a UK cable in one box as one example.
Give The Collection Page Real Filters
Replace the template sorting with filters by category, size, shape, price, room and gifting, and open the page with a short description of what the collection is. Keep the finder available for anyone still unsure.
Put Reviews And Key Details On Collection Cards
Give each product card its review rating, a one line description of what is included, the sizes available and the price. Shoppers can then compare two lamps side by side without opening either page.
Add Reviews And Delivery Details Beside Add To Cart
Show the review rating, bestseller badge, delivery date and a short description right next to the add to cart button, then repeat returns, delivery and secure payment reassurances directly below it.
Add A Size Guide And A Room Preview Tool
Give shoppers a clickable size guide so they pick the right lamp for the space, and let them upload a photo of their own room to see how the lamp would look in it. Both remove the doubt that stops a first order.
Show The Free Delivery Threshold On The Product Page
Tell the shopper how far they are from free UK delivery and invite them to add something to reach it. The concept shows this as a single line above the add-ons, where it nudges the basket up naturally.
Offer Spare Bulb And Gift Wrap Add-Ons
Place a spare bulb option and a gift wrap option with a note card directly above the add to basket button. They cost the shopper a few seconds and they raise the value of the order every time one is ticked.
Add Frequently Bought Together And Related Products
Below the fold, show frequently bought together sets, customers also bought, related salt plates and recently viewed items. The aim is to sell three products to one person rather than one product to three people.
Add A Gifting Section By Occasion
Create a gifting area organised by occasion and season so visitors are shown they can buy for family, a spa, a chef or a workplace. If the store does not plant the idea, the visitor will not have it.
Add A B2B And Bulk Orders Section
Give spas, restaurants and other businesses a clear section for bulk orders so that trade buyers who land on the site know they are welcome and can make contact without hunting for it.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity for Salty Lamps is not more traffic but helping the visitors it already has feel confident enough to buy.
- The products are not the problem; the presentation layer is not helping visitors find the right one.
- A homepage has three to five seconds to say what the business does, who it is for and whether people trust it, and Salty Lamps answers only the first.
- A website should behave like a salesperson, not a catalogue, and right now every page is a catalogue.
- Reviews that live at the bottom of the homepage do nothing for a shopper standing at the add to cart button.
- A product page that never says why to buy here sends the shopper off to compare prices on Amazon, Etsy and eBay.
- If the store does not show it, the shopper will not know it, whether that is a bundle, a gift option or free delivery.
Questions this audit answers.
No. Our CRO strategist is clear that this is not about colours, fonts or cosmetic changes. It is about what happens when a visitor lands on the site, where they hit friction in the buying process, where they lose interest, and why the pages are not helping them make a purchase decision.
The store confirmed it is not running ads, and the audit says that is the right call for now. The site is not yet converting the visitors it already gets, so paying for more of them would mean paying to lose more. Once the pages are doing their job, ads become a way to multiply conversions rather than waste.
Every page shows a set of products with an image, a name and a price, and leaves the visitor to do the rest. A salesperson in a physical shop would ask what you are looking for, take you to the right shelf, narrow the options and explain why one fits. The audit argues the website has to do the same job.
The hero and navigation show that this is a salt business but never say who it is for or whether other people trust it. Below that there are no guided paths into the range. The reviews the store already has are sitting at the bottom of the page where few visitors reach them.
The sorting looks like the standard Shopify template and is not even fully visible, and there is no way to narrow by shape, size, room or price. Every lamp looks the same in the grid, so the only way to compare is to open each product page one at a time, which is a lot of work to give a shopper.
The name, price, size and add to cart button are all clear, but nothing explains why to buy this lamp from Salty Lamps rather than cheaper on a marketplace. There are no reviews near the button, no mention of returns, delivery or secure checkout, and no bundle, pairing or add-on to raise the order value.
It is a short guided tool that asks a few questions about room, size and budget and recommends matching products. In the walkthrough it also surfaces a small bundle of a lamp, tea light holders and a UK cable with a saving against buying them separately, so it starts building the basket as well as guiding the choice.
Through several layers rather than one trick: pre-built and build your own bundles on the homepage, a free delivery threshold line on the product page, spare bulb and gift wrap add-ons above the button, and frequently bought together, also bought and related product sections below it.
Everywhere a decision is made. Review proof appears in the hero, as a section with real customer photos further down the homepage, as a Trustpilot block on the collection page, on every product card, and beside the add to cart button on the product page.
Keep the site as it is and expect the same results. Do it yourself, with the warning that seeing a solution and implementing it well are very different jobs. Or let the studio build it, with a team that does this daily and a timeline of about four to five weeks rather than months.
The full rebuild of 17 or 18 pages is quoted at £3,500, paid in three milestones of £1,000 to start, £1,500 when the design is ready and £1,000 when development is live on Shopify. A smaller option that fixes what is broken on the current site is quoted at £2,200, split into £1,200 to start and £1,000 on completion.
The recording runs 32 minutes. It reviews the homepage, a collection page and a product page of saltylamps.co.uk, then walks through a clickable Figma concept of all three pages, before covering the three ways forward, a revenue calculator example, pricing with milestones and next steps.
More teardowns from the library.
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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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Mobile UX audit70% of your traffic — judged on its own terms.
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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.