Siba Vitamins CRO Audit
A CRO audit of Siba Vitamins, a US vitamin and supplement store, covering the home page, collection page and product page, and the redesign concept built to guide shoppers to the right bottle.
Watch the full 32-minute recording.
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What we found.
Siba Vitamins already has most of the ingredients a converting supplement store needs. The home page explains why to buy here rather than on Amazon, Etsy or eBay, categories are grouped by need, featured products sit near the top, and a free US shipping bar runs across the site. The product page carries ten genuine customer reviews, which is the strongest trust signal anywhere on the store.
The problem is that none of that work is arranged to sell. The hero only says this is a vitamin website. It does not say who the products are for, why anyone should trust the brand, or where a new shopper should start. The two home page testimonials are credited to a designer and a manager, which reads as if the team wrote them, while the ten real reviews stay on a product page most visitors never reach.
The same gap repeats further down the funnel. Collection cards show a name, a quantity and a price, so a shopper comparing formulas has to open page after page or message the store on WhatsApp and wait for a reply. The product page then skips delivery times, returns and what happens if something goes wrong, and makes no attempt to sell a second bottle or a duo even though the business rests on that one Add to Cart button.
The redesign concept turns the store into a guided buying path: shop by goal, format and routine, a Find My Routine quiz that works like a shop assistant asking how it can help, cards that carry everything needed to compare, and a product page that counts the shopper up to free shipping. The idea to keep is simple. Siba does not need more traffic; it needs to help the traffic it already has feel confident enough to buy.
Problem, opportunity, impact
The site says it sells vitamins and then leaves the shopper to do the research. The hero answers no trust question, collection cards show only name, quantity and price, and the product page never mentions delivery or returns.
A store that behaves like a helpful shop assistant: a hero that says who it is for and who trusts it, navigation by goal and format, a routine finder, scannable product cards, and a product page that justifies the price and sells the duo.
More visitors reach the right product without opening twenty pages, fewer leave the product page over unanswered delivery and returns questions, and bundle and multi-bottle offers lift the average ord
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 Only Says This Is A Vitamin Website
The hero tells a visitor this is a vitamin website and nothing more. It does not say who the range is for, why the brand can be trusted, or where a new shopper should start.
Home Page Shows Just Two Testimonials With Staff Titles
The home page testimonial section holds just two reviews, credited to a designer and a manager. To a new visitor that reads as if the team wrote them rather than customers.
Ten Real Reviews Stay Hidden On The Product Page
The product page carries ten customer reviews, the strongest proof on the site, but they only appear once a shopper has already reached that page. The home page never shows them.
Collection Cards Show Only Name, Quantity And Price
Each card on the collection page shows a name, a quantity and a price. A shopper trying to find the right vitamin gets no goal, format, serving or benefit information from the card itself.
Comparing Products Means Twenty Pages Or A WhatsApp Message
To compare formulas a visitor has to open twenty or more product pages or message the store on WhatsApp and wait for a reply, and during that wait they can buy from another site.
Key Specifications Are One Long Block Of Text
The key specifications on the product page are a long run of text. Shoppers scan rather than read, so the facts that justify the purchase are present but hard to pick out.
Product Page Says Nothing About Delivery Or Arrival
Nothing on the product page says when the order will arrive or how it is delivered. The only shipping message is the free US shipping over 35 dollars bar at the top of the site.
No Returns Or Guarantee Information Near Add To Cart
The product page does not say what happens if something goes wrong, whether returns are accepted, or whether checkout is secure. The hesitation those answers remove is left in place.
Product Page Makes No Attempt To Cross-Sell
The collection page shows a duo, but the product page makes no attempt to sell a second bottle, a pair or a bundle at the moment a shopper is already deciding to buy.
Ten Percent Discount Spent On Email Capture Alone
The site gives ten percent off purely in exchange for an email address. That discount is not tied to a larger basket, so it costs margin without lifting the order value.
Home Page Offers No Clear Route Into The Right Collection
The home page has categories by need but no strong route from the hero into them. A visitor who does not already know which product they want is not steered anywhere.
Nothing Tells The Visitor Who The Products Are For
Beyond the word vitamins, the home page never says who the products suit, which goals they address, or which formats are on offer, so the visitor cannot tell if the store is for them.
Trust Signals Sit At The Bottom Of The Home Page
The trust signals the store has, including reviews and the reasons to buy here rather than on Amazon or eBay, sit well below the fold where a hesitant visitor may never scroll.
Rewrite The Hero To Say What, Who For And Who Trusts You
Rewrite the hero so the first screen says what the business does, who the products are for and that other people trust it, with review ratings placed directly beside the headline.
Move The Product Page Reviews Up To The Home Page
Take the ten reviews already on the product page and surface them in the hero and in a dedicated trust section with customer photos, so proof arrives before the shopper has to look for it.
Add Testing, Made In USA And Non-GMO Badges Under The Hero
Place a row of badges under the hero for third-party testing with a link to the documents, made in USA, non-GMO and a 30-day guarantee, so safety questions are answered on arrival.
State A 30-Day Guarantee And Easy Returns Up Front
State the 30-day guarantee and easy returns in the hero and again near Add to Cart. A supplement shopper wants to know what happens if the product does not suit them.
Rebuild Navigation Around Goal, Format And Routine
Rebuild the main menu around Shop by Goal such as calm and sleep or energy, Shop by Format such as gummies, capsules and softgels, Routines and Bundles, Bestsellers and a Learn section.
Add A Find My Routine Quiz As The Digital Shop Assistant
Add a Find My Routine quiz that asks about the goal, time of day, preferred format, sugar preference and pregnancy or nursing cautions, then recommends the matching product or duo.
Put Shop By Concern Tiles Near The Top Of The Home Page
Add a Shop by Concern section high on the home page with tiles for calm and sleep, energy and performance, daily wellness and healthy aging, with the finder repeated beneath it.
Introduce Pre-Built Duos With A Visible Bundle Saving
Present pre-built duos as routine cards that carry a short description, the bundle price against the separate price, a rating and an Add Routine button, so the pair sells itself.
Let Shoppers Build Their Own Routine With A Free Shipping Counter
Let shoppers build their own routine from a product grid with a running message showing how many dollars remain until free shipping, so a third item becomes the obvious choice.
Show Price Per Serving And Subscribe And Save On Every Card
Show the cost per serving and a subscribe and save option on every product card, so the price reads as a small daily amount rather than the cost of a single jar.
Rebuild Collection Cards So Products Compare Without A Click
Redesign collection cards to carry the goal, product name, quantity, sugar-free flag, rating, price and image, so a shopper can compare formulas without opening each page.
Add Format Tabs, Badges And A Finder Prompt To Collections
Add a short headline, a formula count and an overall rating to the top of each collection, with format tabs, badges on cards and a Not Sure Which One prompt into the finder.
Summarise Each Product In One Scannable Line
Open each product page with one line that states the dose, the format and what it may help support, followed by the weight and a third-party tested marker, instead of a text block.
Offer Two And Three Bottle Options Beside Add To Cart
Offer one, two and three bottle choices beside Add to Cart, with servings per bottle shown, so a shopper who wants a month or a quarter of supply can pick it in one tap.
Place Delivery, Returns And Secure Checkout Under Add To Cart
Put delivery timing, the returns policy and a secure checkout note directly under Add to Cart, where the audit found the current page silent on all three.
Prompt An Upgrade To The Duo On Every Product Page
Below the bottle selector, prompt an upgrade to the matching duo and repeat the finder link, so a single-product shopper sees the routine before heading to checkout.
Spend The Ten Percent Offer On Pairs And Bundles Instead
Redirect the ten percent offer toward pairs, bundles and subscriptions, and ask for the email after the product has been shown rather than as the first thing on screen.
Add Ingredient Explainers, Lab Certificates And FAQs Below The Fold
Fill the lower product page with a plain explanation of the key ingredient, a three-step guide to taking it, lab certificates, a gummies versus capsules comparison and FAQs.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity at Siba Vitamins is not more traffic; it is helping the visitors already there feel confident enough to buy.
- A home page has to answer what the business does, who it is for and whether others trust it, and this hero only answers the first.
- Two staff-credited testimonials on the home page hide ten real customer reviews that already exist on the product page.
- Collection cards that show only name, quantity and price force shoppers to open twenty pages just to compare formulas.
- A product page that stays silent on delivery and returns leaves hesitation in place at the exact moment of purchase.
- A routine finder is the digital version of a shop assistant asking how they can help.
- Selling three products to one person beats selling one product to three people, and duos with a free shipping counter make that happen.
Questions this audit answers.
The home page explains why to buy from Siba rather than Amazon or eBay, groups categories by need and features products near the top. A free US shipping bar runs across the site. Most importantly, the product page carries ten genuine customer reviews, which is the strongest trust signal on the store.
Our CRO strategist reviewed the site as a first-time shopper and found that visitors who arrive interested are leaving empty-handed. The products are not weak and the niche is a good one. The presentation layer is not helping people discover the right product or trust the store enough to buy, so fixing that comes before buying more visitors.
It tells a visitor this is a vitamin website and stops there. It does not say who the products are for, why the brand can be trusted, or where to start. The redesign concept puts review ratings, third-party testing, made in USA, non-GMO and a 30-day guarantee into that first screen.
There are only two, and they are credited to a designer and a manager. A new visitor is likely to read that as the team writing about themselves. Meanwhile ten real reviews already sit on the product page, so the fix is to bring existing proof forward rather than to collect new proof.
The sorting and filters are in place, but each product card shows only a name, a quantity and a price. A shopper comparing formulas has to open page after page or message the store on WhatsApp and wait. The redesign puts goal, format, sugar-free status, rating and price on every card so comparison happens in the grid.
It is a short set of questions about the shopper's goal, when they feel it most, their preferred format, sugar preference and any pregnancy or nursing cautions, ending in a product or duo recommendation. It does the job a shop assistant does in a physical store when they ask how they can help.
The page has a clear name, a price and ten reviews, which is a good base. It does not say when the order will arrive, what the returns policy is, or what happens if something goes wrong. It also makes no attempt to sell a second bottle or a duo at the point of decision.
Several ways work together. Pre-built duos show a bundle price against the separate price. A build-your-own routine tool counts down the dollars left until free shipping. The product page offers two and three bottle options with a per-serving price and prompts an upgrade to the duo under Add to Cart.
The audit questioned spending a discount purely on collecting an address. The concept moves the email ask to after the products have been shown and suggests tying the ten percent to pairs, bundles or subscriptions, so the discount grows the basket instead of only growing the list.
Trust is repeated at each stage rather than left to the footer. The hero carries ratings and testing badges, the home page states that every batch is tested by an independent lab with results available, and the product page links to certificates, an ingredient library and a plain explanation of what is in the bottle.
The recording set out three. Leave the site as it is, implement the findings in-house, or have the Convertica team build it. The full rebuild was quoted at 4,000 dollars paid across milestones, and a quick-fix option on the existing site at 2,500 dollars, also paid in stages.
The recording runs 32 minutes. It opens with an introduction, then diagnoses the home page, collection page and product page of the live site. It then walks through the redesigned home page, collection page and product page with the average order value changes, and closes with pricing and 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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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.