CHL page vs Seed DS-01, blind judged
Verdict: close. The judge's own overall score: Seed 8.0, our default page 7.1, our fog page 7.7, the Seed-structured mock 8.0. Seed edges the default page, and is level with the fog page and the mock. Judge noise is about 0.5.
Seed leads on look (8.7 vs 8.2), trust (7.8 vs 6.7) and reviews. We lead on conversion (7.8 vs 7.0) and ease on a phone (7.7 vs 6.8).
The one section Seed clearly wins is reviews (3 of 3 judges). It shows a bar for every star count, search and topic chips. We cannot copy it without the real star counts and reviews. The mock added five Seed-style blocks from facts we already have and scored 8.0 in all three runs (our default page 7.3 in that round). That is three runs, suggestive only.
Newest, r51 = r50 with a new first question in the FAQ: "Can I take it with my antidepressant?" Yes. Everyone in the study was already on an antidepressant, and they took 15 mg of L-methylfolate alongside it every day for 60 days. (The blind judges said this was the most important unanswered question for this shopper.) Open r51. Nothing is on the store.
Newest, r50 = r49 with the long desktop headlines fixed: on a computer screen each headline stays in its own column but now fits in three lines or fewer (it was up to six), and those sections split evenly so the text side has more room. Phones unchanged. Open r50. Nothing is on the store.
Newest, r49 = r48 with a desktop pass and nicer review cards. On a computer screen, every section below the buy box now uses the full width in two columns (headline left, table, study, timeline, chart, tests or reviews right), like Seed; the three detail cards sit side by side; the reviews keep their summary, search and topics on the left while you scroll the reviews on the right. Review cards now have initials and a topic tag. Phones are unchanged apart from the review cards. Blind desktop judges: new vs old won 3 to 2 with every score up (looks 6.6 to 7.6); new vs Seed's desktop page won 5 to 0. Open r49. Nothing is on the store.
Newest, r48 = r47 with your 100 customer reviews in place of the old review cards: 4.9 from 2,600+ reviews, a breakdown of the 100 (86 five-star, 13 four-star, 1 three-star), search, topic buttons with counts, three reviews on phones, and the rest loading only when someone scrolls near or taps. The page itself got slightly smaller. Open r48. Nothing is on the store.
Newest, r47 = r46 with the review count reworded everywhere to "4.9 from 2,600+ reviews" (a blind judge said "2,600 five-star reviews" sounded inflated; you agreed). Open r47. Nothing is on the store.
Newest, r46 = r45 with every line of copy checked for AI tells. Four fresh blind readers (Claude Sonnet 4.6 twice, Claude Sonnet 5.5, GPT-6 Astra) read the whole page next to Seed's copy and listed every line a real person would not write. Flagged lines were rewritten as plain sentences, using real customer wording from L-methylfolate reviews and Reddit; every fact, price and term is unchanged. Before: average 5.5/10, 6 lines flagged by all four readers, 11 by three. After: 6.75/10, none by all four, one by three (fixed). Seed's copy scored 2 to 4. Kept on purpose: your hero and free-bottle headlines. Open r46. Nothing is on the store.
Newest, r45 = r43 with the closing section redone (you said everything else is good). Headline "You’ve felt halfway / long enough." in the page’s headline style, picked by three blind Claude Sonnet 4.6 reads out of five options (the old "Care for the brain you count on." came last in all three). Deeper green, side-by-side plan choices, FREE and the old price on one line, the reviews line shown, a shield on the guarantee. Five blind judges compared old and new closing: new won 5 of 5 (conversion 8.0 vs 6.0, looks 8.0 vs 6.6, copy 8.0 vs 4.0). Open r45. Nothing is on the store.
Newest, r43 and r44. Both have graphs that start as soon as the card is on screen (done in about half a second) and swipes that start the next graph right away. The headline now also fits on phones set to reduce motion (it ran off the screen there before).
r43 keeps the page order you have now, with the free-bottle section after the 60-day timeline. Open r43.
r44 is the order five fresh blind judges built when asked to reorder the whole page (every section kept): top and buy box, details, the study (32% vs 15%), meds need active folate + table, full label + lab report + guarantee, reviews, two ingredients, why it's free, creator videos, every lot tested, 60-day timeline, FAQ, one daily habit, community videos, closing offer. Their shared logic: proof a skeptic can check before testimonials. Open r44.
Then five more blind judges compared r43 and r44 head to head: r44 won 3 to 2, every judge called it close, and both got the same conversion score (7.0). So the order is not what will move sales. Nothing is on the store.
Headline fit (all four landers, before and after) · Seed's block vs ours, side by side · Open mock r29 (Seed-style) · r27 (options A and B) · r25 · r24 (scroll-driven timeline) · r23. Nothing is live on the store.
What would raise the score?
Not much is left to raise. The page already ranks first of ten in every judged run, at 8.4 to 8.9. I tested each fix on its own against the same page, five blind judges per version, same pool:
| Trust | Buy | Phone | All | Change | |
|---|---|---|---|---|---|
| Current page without the block (r30) | 8.0 | 8.6 | 8.0 | 8.4 | |
| Brain-fog headline instead of the antidepressant one | 8.4 | 8.6 | 7.6 | 8.8 | +0.4 |
| Show the $50.99 renewal in the buy-box steps | 7.4 | 9.0 | 7.8 | 8.4 | +0.0 |
| FAQ rewritten (8 concrete answers) | 7.8 | 8.6 | 8.0 | 8.4 | +0.0 |
| Cut 4 sections (about 3,500 px shorter) | 7.6 | 8.8 | 7.8 | 8.4 | +0.0 |
| All four changes together | 7.6 | 8.2 | 7.8 | 8.0 | -0.4 |
Only the headline changed the score (+0.4, inside the noise). The FAQ rewrite lifted the FAQ section (7.4 to 8.0) but not the page. Cutting 3,500 px did not make it easier on a phone. Showing the renewal price lowered trust (-0.6) and raised conversion (+0.4). Stacking everything made it worse (-0.4). The judges' loudest complaint (36 of 47 notes) is the antidepressant hook, but that is also your best-measured ad, so I would not change it for a judge score.
Do we need the "What you get" block? (tested twice)
No evidence it helps; consistent evidence it is redundant; head to head, judges prefer the page without it. Twenty fresh blind judges, three ways:
| Without | With | |
|---|---|---|
| Each page scored alone, overall (10 judges each; both ranked first of ten every time) | 8.4 | 8.8 |
| Head to head, which page sells better (10 judges) | 10 | 0 |
| Head to head, clarity / phone ease | 7.8 / 7.2 | 6.8 / 6.3 |
Scored alone, the two pages are indistinguishable (the gap is inside the 0.5 noise). Side by side, all ten judges picked the page without the block, though their confidence was low (2 to 3 of 5; "nearly identical"). Every one named the block as the difference: it adds length, repeats the active-folate point, and "0 conversion steps" reads as jargon. A forced head-to-head favours the shorter page, so weigh that.
In section audits (10 judges, the block never named) it was called redundant every time it was mentioned (it repeats "Your meds need serotonin" and the comparison table). It was named the first cut by 1 of 10. It adds about 820 px (6%) of scroll.
The audits aimed at this block also kept flagging the Day 1 / Day 30 / Day 60 timeline: 4 of 5 new judges would cut it first, on the page with the block and on the page without. Also flagged, less often: the second video row "More from our community". The judges are Claude models looking at stills; measured results decide, and this page gets too little traffic to test one block. Open r30: r25 without the block.
Whole-page scores (1 to 10)
| Trust | Buy | Look | Clear | Phone | All | |
|---|---|---|---|---|---|---|
| Seed | 7.8 | 7.0 | 8.7 | 7.5 | 6.8 | 8.0 |
| Ours, default | 6.7 | 7.8 | 8.2 | 7.3 | 7.7 | 7.1 |
| Ours, fog | 7.2 | 8.2 | 8.2 | 8.0 | 7.7 | 7.7 |
| Ours, mock | 7.3 | 8.0 | 8.3 | 7.7 | 8.0 | 8.0 |
Average of the two rounds (11 and 12 pages, 3 judges each); the mock is round two only. Pool: Seed, Ritual x2, Pendulum, Cymbiotika, Momentous, Thorne, Seeking Health, Hum, and our pages. Scores are a craft check, not a prediction of sales.
How blind it was
Each judge is a separate Claude Sonnet 5.5 process with only the Read tool, no project instructions, no memory and no web. It sees screenshots with random IDs in a shuffled order and is never told which page is ours, who owns any page, or that a comparison exists. Same capture for every page: phone width, scrolled like a visitor, cookie banners accepted, pop-ups removed, trackers blocked. The ID key stays outside the judge's folder.
"What you get": five blind judges
| Avg rank (1 best) | Overall | |
|---|---|---|
| Photo cards using page photos (you rejected) | 2.0 | 8.0 |
| A: giant numbers on lime | 2.6 | 7.8 |
| C3: Seed-style photo + numbers (new) | 2.8 | 7.6 |
| B: glass over green gradient | 4.6 | 7.0 |
| Ritual's block | 6.0 | 6.0 |
| Original (no section) | 6.2 | 6.6 |
| Plain icon cards (r23) | 6.8 | 6.0 |
| C1: dark marble glass | 8.0 | 5.6 |
| Cymbiotika's block | 8.8 | 5.4 |
| C2: light leaf glass | 9.0 | 5.2 |
| Seed's own block | 10.0 | 5.0 |
| Pendulum's block | 11.2 | 4.6 |
Each judge saw twelve stretches of product pages, ours and four other brands', in a shuffled order with the ID printed on each image, and ranked them. They only see stills, so swipe behaviour is not scored. A first run had judges mixing up which image was which, so IDs are now printed on the images. Two similar numbers are a tie.
Section by section
Each row: Seed's section, ours, then the line we wrote in our own words. Tap a picture for full size.
1 First screen Kept
Seed: Lime bar "Find the right products for you", logo plus "Get Started", one jar render, 5 stars and "15534 Reviews", one promise sentence, "$49.99 Bestseller", "30-day supply delivered monthly. Pause or cancel anytime.", "Start Now".
Ours: Offer bar, logo plus "First bottle free", gallery with the doctor card, the pain headline, "4.9 · 2,600 five-star reviews", the promise line, "$59.99 First bottle FREE".
Our line: Nothing to copy. Kept as is.
Blind section judges: Seed 1, ours 2, tie 0 (of 3).
2 Buy box Kept
Seed: One price, one button, one terms line. "30-day risk-free guarantee. Free US shipping."
Ours: Plan cards, big FREE, 1-2-3 strip (today, day 60, anytime), 60-day guarantee, lab report row, one review.
Our line: Nothing to copy. Kept as is.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
3 Under the buy box Added in the mock
Seed: Accordions: "Benefits*" open with three plain lines and "View Clinical Trials", then "Ingredients". Then a "Bundle + Save 25%" add-on card.
Ours: Before the mock: nothing between the buy box and the creator videos.
Our line: "Supports normal brain and nerve function.*" / "Gives your body folate in its active form, ready to use." / "The same 15 mg form doctors add to an antidepressant." / "Read the study ↗". No add-on: we have one product.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
4 Four reasons Added in the mock
Seed: "Feel the difference of a truly healthy gut." Four swipe cards over full-bleed photography, each with an icon and one line, a pagination pill under the row.
Ours: The creator videos ("Their routines. Their own words.") sit here. They stay.
Our line: r29: Seed's structure with our content. A new photograph (a palm with three capsules), "Folate that is ready to work from the first capsule." over it, four glass cards each led by a number (0 conversion steps, 15 mg, 2 ingredients, 1 lot report), dots under the row, swipe on phones and four across on desktop. Earlier tries are in the ranking table above.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
5 Mechanism Kept
Seed: Dark panel: "Unlike many probiotics, DS-01 makes it to the gut alive." plus a capsule diagram.
Ours: "Your meds need serotonin to work with. Serotonin needs active folate." with the explanation.
Our line: Nothing to copy. Ours leads with the reader's pain.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
6 Comparison Kept
Seed: "How DS-01 Compares:" dark table against "Other Probiotics", five rows.
Ours: Seed-style table: folic acid, typical methylfolate, us. Already built that way since mockup v8.
Our line: Nothing to copy. Kept as is.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
7 Timeline and expert Added in the mock
Seed: "Benefits that build over time". A scientist on camera ("I'm Dr. Zain Kassam.") and milestones: 7 Days, 2 Weeks, 4 Weeks, 3 Months, each with plain outcomes.
Ours: The doctors section with the 32% vs 15% result and the Papakostas citation.
Our line: "Sixty days, the way the study ran it." r23 (judged): Day 1 / Day 30 / Day 60 as a static list. r24 (your note: Seed's timeline is much better): a scroll-driven track, the line fills and each step lights up as you reach it, four study facts on top (75 people, 15 mg, 60 days, 2012), two real customer quotes at the steps they fit (Day 1 and the second bottle). We have no effect timeline to state, so the milestones follow the study design and the bottle. No clinician on camera: slot for you.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
8 Formula and what is tested Added in the mock
Seed: "24 strain formula" with doses per blend, then a grid of tested-for tiles (gluten, dairy, nut, soy, glyphosate and so on).
Ours: "Two ingredients. Nothing to hide." with 15 mg and 220 mg in big type, then the full label.
Our line: "Every lot is tested. Read yours." Eight tiles: Vegan capsule, No fillers, No stearates, No silica, No flow agents, Heavy metals tested, Microbiology tested, Report for your lot.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
9 Testing Kept
Seed: "Rigorous testing that sets a higher standard." Three check lines.
Ours: "The full label. In plain sight." plus the certificate of analysis for lot 0077136.
Our line: Covered by the tiles above.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
10 Ordering and refills Kept
Seed: "Sustainably delivered, monthly." A welcome kit as a free gift (glass jar, travel vial), then 1, 3 and 6 month delivery.
Ours: "Less to juggle. One daily habit." Three steps.
Our line: No gift to show. If you ever add one, this is where Seed puts it.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
11 Reviews Needs your data
Seed: "Member Reviews": 4.8, a bar for every star count (13677 / 1280 / 344 / 104 / 129), a search box, topic chips, sort, "Verified Reviewer" tags, photos, helpful votes, "Load more".
Ours: "4.9 · 2,600 five-star reviews", one featured review, then twelve short cards.
Our line: Cannot be built from what we have. It needs the real star counts, topics and dated verified reviews from wherever the 2,600 live. Slot for you.
Blind section judges: Seed 3, ours 0, tie 0 (of 3).
12 FAQ Kept
Seed: Three questions, the first one open, "View All".
Ours: Five questions, including how the subscription works and what if it is not right for me.
Our line: Nothing to copy. Our "how soon" answer is a hedge ("no guaranteed result or timeline"). Seed's answer gives a number. Your call.
Blind section judges: Seed 0, ours 3, tie 0 (of 3).
13 Footer Added in the mock
Seed: Mission line ("Pioneering microbiome science since 2016"), email signup, link columns.
Ours: Logo, "Simple formulas, clearly shown.", support email, links, the FDA statement. Judges called it thin: no address, phone or people.
Our line: r25: "A short label, on purpose." plus a contact card (support email, "we reply within 24 hours", phone and the business address from the Shopify settings), four link columns with larger tap targets, three trust ticks, the FDA statement. Named people: none exist on the site, so none shown.
Blind section judges: Seed 1, ours 2, tie 0 (of 3).
What was thrown out
Round one of the whole-page judges had a pop-up over both Ritual pages, so it was redone. Two earlier section rounds used crops that caught Seed mid-animation, so they were discarded and redone from the scroll captures. Judge scores moved up to 1.3 on a single dimension between rounds (our default page's trust went from 6.0 to 7.3), so single-dimension gaps under about 1 are noise.
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