TDM Oils CRO audit
The site leads with a nuanced educational framework before guiding the buying decision, so visitors admire the brand but stay unsure which product, strength, and size are right for them.
Watch the 17:48 teardown.
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The short version.
TDM Oils already has a strong world behind it: the body literacy framework, the five physical patterns, and the language around stress living in the body all feel distinctive. It does not read like another generic body oil brand, and the product pages carry vivid descriptions, clear scent profiles, explained concentrations, relevant use cases for athletes and active bodies, and a credible ingredient section.
The real issue is that the site asks visitors to understand a fairly nuanced concept before it has guided them to a buying decision. The homepage presents the ebook, the framework, the quiz, the oils, and the one-on-one container with equal weight, so a new visitor is never told where to start. The brand story leads, but the buying path is not doing enough work, which creates a gap between interest and action.
The collection shows only three products yet does not explain how to decide between the roll-on, the body oil, and the duo, and the strength and size choices feel technical rather than guided. With a free-shipping threshold at 97 and the body oil starting at 68, there is also a clear average order value opportunity the pages currently ignore.
The direction preserves the brand's depth while adding commercial clarity: intent-based paths on the homepage, the five patterns as shopping routes, a simple decision framework on the collection, plain-language strength guidance near the variant selector, and routine-building recommendations that carry customers toward free shipping.
The site leads with a nuanced educational framework before guiding the buying decision, so visitors admire the brand but stay unsure which product, strength, and size are right for them.
Keep the brand's depth while adding commercial clarity: intent-based paths on the homepage, a simple decision framework across the three products, and duo positioning that lifts both conversion and order value.
Faster product selection, clearer strength and size decisions, fewer pre-purchase doubts, stronger routine building toward the free-shipping threshold, higher conversion rate, and increased average order value through the duo and pairings.
Scored across five dimensions.
Average of the five scores below, as judged at the time of recording. Weak overall — the detail is in which dimension is dragging.
9 findings, each with the fix beside it.
Every finding below was called out on the recording. Open one to read what was found and what we would change. Nothing is hidden from the page source.
01 Education Outweighs The Commercial Path Observation
The site leans more educational than commercial; visitors understand the brand is thoughtful and different but still hesitate because the buying path lags behind the story.
This one is addressed by the wider recommendations below rather than a single change.
02 The Homepage Gives Every Pathway Equal Weight Fix included
The ebook, the framework, the quiz, the oils, and the one-on-one container are all present, but the page never prioritizes what a new visitor should do first if they want to buy.
Prioritize Homepage Paths By Intent
Let someone who wants to understand their body start with the quiz or ebook, send someone who wants a product solution directly to the oils, and reveal the four-week container deeper in the journey.
03 New Visitors Get No Clear First Step Observation
The first impression does not quickly establish what the brand is, who it is for, what problems it helps with, and where to start.
This one is addressed by the wider recommendations below rather than a single change.
04 The Collection Does Not Help Choose Between Three Products Fix included
With only three products the decision should be easy, but there is no comparison or guided logic between the roll-on, the body oil, and the duo — which is best for daily use, targeted moments, or value.
Add A Decision Framework To The Collection Page
Explain in one glance: the roll-on for targeted moments, the body oil for full-body recovery, and the duo as the most complete option.
05 The Duo's Value Is Never Positioned Fix included
Nothing explains why someone should buy the duo instead of a single product, even though it naturally supports both conversion and order value.
Position The Duo As The Best Routine And Best Value
The duo should not sit passively next to the other products; present it as the best routine choice so it drives both conversion and order value.
06 Strength And Size Choices Feel Technical Fix included
Visitors work too hard to decide between the 3 percent and 5 percent strengths and between bottle sizes, with no plain-language guidance near the selector.
Guide The Strength And Size Choice In Plain Language
Place a short note beneath the strength options explaining daily strength versus extra strength, and a simple comparison of the one-ounce and four-ounce bottles for trial, travel, or routine use.
07 Shipping, Returns, And Routine Details Sit Too Far From Add To Cart Fix included
Shipping, returns, usage frequency, and the expected routine need to be more visible near the buying area.
Answer Objections Near The Buying Area
Bring the most important answers on scent, feel, frequency, skin fit, ingredients, and bottle longevity close to the buy section instead of burying them.
08 The Free-Shipping Threshold Is Not Put To Work Fix included
Free shipping starts at 97 while the body oil starts at 68, yet nothing guides people toward the duo, a larger size, or a pairing that closes the gap.
Recommend Routine-Building Add-Ons Toward Free Shipping
Suggest the roll-on for targeted use, the duo for the complete routine, and products that help reach the free-shipping threshold — helpful routine building, not aggressive upselling.
09 Sensory Objections Go Unanswered Before Purchase Observation
Buyers wonder how the oil smells, how greasy it feels, how often to use it, whether it fits their skin, what the ingredients do, and how long a bottle lasts — answers currently buried lower on the page.
This one is addressed by the wider recommendations below rather than a single change.
5 further recommendations that cut across the whole store.
Bring Commercial Clarity Higher On The Homepage
Keep the philosophy, but make a new visitor quickly understand this is a body literacy and sensory care brand for women who feel stress, effort, and tension physically.
Turn The Five Patterns Into Shopping Paths
Use the shoulders, breath, chest, neck, and throat patterns as intuitive entry points — shop by sensation, start from the pain point — so visitors feel personally understood.
Educate On Usage And Ingredients Within The Collection
Add how-to-use guidance, what's-inside explanations, trust building, and commonly asked questions so the page works as one engine.
Explain What The Product Is And Is Not
Set expectations directly: what to expect, what not to expect, is it for me, and how the ritual works.
Close With Pre-Purchase FAQs And Ritual Completion
Answer the common final questions before the buy decision and offer options to complete the ritual.
What to take from this teardown.
The body literacy framework makes the brand feel genuinely different from generic body oil brands.
Commercial clarity must move higher on the page without losing the brand's depth.
Intent-based paths let learners start with the quiz or ebook while buyers go straight to the oils.
The five patterns can become shopping paths, not just an educational framework.
The collection should act as a buying guide across the roll-on, the body oil, and the duo.
Plain-language strength and size guidance belongs beside the variant selector.
Routine-building recommendations toward the free-shipping threshold lift order value without aggressive upselling.
What people ask about this teardown.
12 answers drawn from the recording and the written report — the questions store owners in therapeutic body oils ask after watching this one.
Ask about your own store →
What is the biggest conversion problem on this store?
The site leads with a nuanced educational framework before guiding the buying decision, so visitors admire the brand but stay unsure which product, strength, and size are right for them. This store already has a strong world behind it: the body literacy framework, the five physical patterns, and the language around stress living in the body all feel distinctive.
Why did this store score 4/10 on the conversion path?
The conversion path was the weakest of the five dimensions at 4/10, against 7/10 for brand and positioning. The Duo's Value Is Never Positioned: Nothing explains why someone should buy the duo instead of a single product, even though it naturally supports both conversion and order value.
Education Outweighs The Commercial Path: what does that mean in practice?
The site leans more educational than commercial; visitors understand the brand is thoughtful and different but still hesitate because the buying path lags behind the story.
Why is “The Homepage Gives Every Pathway Equal Weight” costing this store sales?
The ebook, the framework, the quiz, the oils, and the one-on-one container are all present, but the page never prioritizes what a new visitor should do first if they want to buy. The fix: Prioritize Homepage Paths By Intent — Let someone who wants to understand their body start with the quiz or ebook, send someone who wants a product solution directly to the oils, and reveal the four-week container deeper in the journey.
How do you fix “New Visitors Get No Clear First Step”?
The first impression does not quickly establish what the brand is, who it is for, what problems it helps with, and where to start.
Is “The Collection Does Not Help Choose Between Three Products” worth prioritising?
With only three products the decision should be easy, but there is no comparison or guided logic between the roll-on, the body oil, and the duo — which is best for daily use, targeted moments, or value. The fix: Add A Decision Framework To The Collection Page — Explain in one glance: the roll-on for targeted moments, the body oil for full-body recovery, and the duo as the most complete option.
What would change if “Strength And Size Choices Feel Technical” were fixed?
Visitors work too hard to decide between the 3 percent and 5 percent strengths and between bottle sizes, with no plain-language guidance near the selector. The fix: Guide The Strength And Size Choice In Plain Language — Place a short note beneath the strength options explaining daily strength versus extra strength, and a simple comparison of the one-ounce and four-ounce bottles for trial, travel, or routine use.
What should be fixed first?
Start with Prioritize Homepage Paths By Intent — Let someone who wants to understand their body start with the quiz or ebook, send someone who wants a product solution directly to the oils, and reveal the four-week container deeper in the journey.
How can a store like this increase average order value?
Recommend Routine-Building Add-Ons Toward Free Shipping. Suggest the roll-on for targeted use, the duo for the complete routine, and products that help reach the free-shipping threshold — helpful routine building, not aggressive upselling.
Does this store need a full redesign or targeted fixes?
Mostly targeted work, with one structural piece. The average is 5.4/10: brand and positioning is already at 7/10, but the conversion path at 4/10 needs rebuilding rather than adjusting.
What is the one-sentence takeaway?
Plain-language strength and size guidance belongs beside the variant selector. Routine-building recommendations toward the free-shipping threshold lift order value without aggressive upselling.
What was reviewed in this audit, and how long is it?
A free 17:48 CRO teardown recorded by Convertica Studio for a therapeutic body oils store, walking the live site page by page. It produced 9 issues and 11 written fixes, plus scores across brand, UX, trust, product page and conversion. Any Shopify store can request the same review.
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