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07 · The website

A calm, good-looking site that never names a problem

We captured the home page, both product templates, the collections and the cart on an iPhone-size screen and a desktop, and ran Lighthouse on mobile. What follows is ranked by revenue impact.

Home, first screen on a phone
Home, first screen on a phoneH1 "Stay Rooted." and a two-month-old facial line in the hero. The proven body cream is not on the first screen.
Vacay product page, first screen
Vacay product page, first screenProduct name, mood line, price. No stars, no pain, Add to Cart below the fold.
Night Cream product page, first screen
Night Cream product page, first screenH1 is the product name; the sub-line is an ingredient list.
All products, first tile
All products, first tileThe first tile is the backordered trio with WhatsApp photos.
Cart
Cart"$56.01 away from free shipping" on a $28.99 jar. No upsell, no subscription, no guarantee.
46mobile performance score, home (LCP 5.9 s, 2.3 s blocking time)
64–66mobile performance, product pages (LCP 4.9–6.8 s)
246requests on the home page; 10+ tags incl. an orphan TikTok pixel
89–92accessibility; SEO basics score 100

Top weak points

  1. No pain language anywhere. The home H1 is "Stay Rooted." Product pages open with "a moment of paradise". Not one sentence names tight skin after a shower, cracked knuckles in January, a lotion that stays greasy or a cream that stings. The customers name all of these in reviews.
  2. The hero is the wrong product. A two-month-old facial line with 16 reviews leads the home page and the announcement bar. The proven four-year body line is a carousel tile.
  3. Social proof is buried. No stars or count near the title; reviews sit at the very bottom; no customer photos; "Sold at Whole Foods Market" is never mentioned.
  4. No offer on the product page. The 10% subscription is configured but hidden. No bundle or multi-buy on body pages. "Buy 3, save 15%" exists only on the facial collection. The only standing hook is a generic 15%-off pop-up.
  5. Broken commerce details. The mobile sticky bar shows $14.99 while 8 oz at $28.99 is selected, on every body page. The 2 oz size button looks disabled. The best-seller trio is backordered with WhatsApp photos and "24 moths", and it is the first tile on the all-products page. The mix-and-match page shows template placeholder text.
  6. The guarantee contradicts itself. The policy: full refund including shipping, no need to send it back. The FAQ: "Original shipping charges are non-refundable." Badges alternate "30-Day Guarantee" and "30-Day Returns". The shipping policy page is empty.
  7. US friction. Ships from Canada with no delivery estimate; the US price equals the CAD number; the FAQ warns of possible extra charges "the responsibility of the recipient"; free shipping only at $85. Some links drop the /en-us prefix and bounce US shoppers to Canadian dollars.
  8. Claim risk with no compliant replacement. "heals cracked skin and calms irritation", "anti-inflammatory", "Stimulates collagen + elastin", "Boosts collagen", "never irritates". Amazon and Meta will flag these.
  9. Generic ingredient story. No explanation of why it isn't greasy, no ingredient count for Nude, no comparison with the lotion or butter the buyer is replacing.
  10. Mobile layout. Add to Cart below the first screen; five collapsed accordions; the pop-up covers the product after a scroll; the cart has no upsell, subscription or guarantee.

Keep: the calm visual system and scent-colour code, the real and diverse model photography, the full ingredient list on every page, the "Why It Works" grid (a good skeleton to put pain into), the generous keep-it-we-refund guarantee once it says one thing, the Discovery Set as a natural first order, and Yotpo's verified-buyer badges.

The rebuild plan

  • Home: one pain promise per category in the hero ("Dry skin that drinks lotion and stays dry" for body; "Tight, flaky winter face" for face), best sellers with stars, a "Shop by skin problem" row, bundles, a tagged review wall, the impact story lower down.
  • Navigation: shop by concern (dry and crepey-looking, itchy and tight, hands, fragrance-free and sensitive, tight face, tired mature skin), then by product, then bundles.
  • One hand and body cream page with a scent selector and pooled reviews, replacing six near-duplicate pages that split proof. Sizes 8 oz and 2 oz, plus the Discovery Set as the entry product.
  • Pain views on that page (?view=dry-legs, itchy-shower, fragrance-sensitive, cracked-hands, tight-face), each with its own headline, mechanism line, comparison header and first reviews.
  • Bundles and subscription: two- and three-jar ladders with per-jar prices; a PM duo for face; subscribe and save (category range 8–20%) with online skip and cancel. Move free shipping to a level a two-jar order clears; test $50 vs $57 Proposed.
  • US shipping and currency: US dollars on every route; "Ships from Canada, US duties included" in the buy box; a delivery estimate; one guarantee.
  • Quiz, later: three questions (where is it dry, scent or no scent, face or body) to one view.
  • Technical: product structured data with the rating; hide the Insider tab on product pages; fix the sticky price; no pop-up before the first scroll; drop the TikTok pixel and unused tags.
Blueprint A: Hand & Body Cream, "Dry, crepey-looking legs" view

Pain: shins and knees that look crinkly, ashy and dull by midday, worse in winter and after 40; skipping shorts/skirts; lotion that feels gone an hour after you put it on. Product truth: whipped cream with avocado oil (#2 ingredient), glycerin, cocoa butter, certified-organic oat and agave; no synthetic fragrance; Nude is fragrance-free. Bridge (cosmetic, appearance-only): hydrated skin looks smoother and less crepey; no firming or collagen claims (no such active).

# Section Copy outline
0 Top bar "Dry, crepey-looking legs? 2 jars ship free to the US, duties included." (shipping as reassurance, COM-U-003)
1 Gallery 1 jar (real label) · 2 shin/knee texture close-up, unretouched, before/after in same light (collect from customers; keep slot disabled until real) · 3 swatch melting in · 4 comparison card
2 Audience line "For dry, crinkly-looking skin on legs, arms and hands."
3 H1 (= ad hook) "Your legs look dry again by lunch?" / alt: "Shins look like tissue paper by January?"
4 Stars Pooled across 6 scents (real count only).
5 Mechanism line "Thin lotions sit on top and fade. This is a whipped cream made with avocado oil and cocoa butter, so legs stay soft after you get dressed." (verify "fade" wording against a perception study before using durations)
6 Buy box Scent chips (Nude first for sensitive) · 8 oz default · tiers: 1 jar $28.99 · 2 jars, free US shipping (needs threshold at or below $57.98) · 3-jar Best Sellers set (live price, show $/jar and savings) · Subscribe & save (proposal: 15%, every 2 months) · "8 oz lasts about X weeks of daily legs + arms" (measure) · guarantee line (after policy reconciled)
7 Proof under button 3 reviews tagged Dry / Itchy-tight / Hands. Real line available: "my skin feeling much less itchy or tight" (Dorian P., Vacay).
8 Cause cards Hot showers strip the oils · Indoor heat pulls water out of skin · Dry skin shows fine crinkles more as skin matures · Thin, fragranced lotions evaporate. Each card ends: "What Plantd does: ..." (humectant pulls water in, butters/oils hold it, oat soothes the itchy, tight feeling).
9 Comparison Plantd 8 oz vs a drugstore lotion vs a luxury body butter: $ per oz ($3.62 vs e.g. $5.92-$8.06 for Sol/OSEA, cite brand and date), synthetic fragrance (no / usually / often), first oils and butters, greasy feel, made where. Verifiable rows only.
10 Timeline Night 1: "softer by morning" (quote) · Day 7 · Day 30: customer quotes until a study supplies numbers.
11 Ingredients Avocado oil, cocoa butter, organic oat, organic agave, essential-oil scents; one line each about legs.
12 Reviews Pooled, chips: Dry legs · Itchy after shower · Hands · Sensitive/Nude · Scent. Ask new reviewers "Skin concern?" and "Age range?" (OSEA pattern).
13 FAQ Greasy under jeans or tights? · Safe for sensitive/fragrance-sensitive skin (Nude)? · How long does a jar last? · Can I use it on hands/face? · Which scent is strongest? · Does it ship from Canada, will I pay duties? (US prices include duties [obs, FAQ]) · How does the guarantee work?
14 Guarantee Plain terms: "Use it for 30 days. If you don't love it, we refund you in full. Keep the jar." (only after FAQ and Return Policy agree)
15 Brand Made in Canada, small batch; kelp-forest restoration (secondary, below the fold).
16 Sticky "8 oz · $28.99 · Add to cart", synced to scent/size/tier; Insider tab hidden on PDPs or moved.

Sister views on the same template: ?view=itchy-shower ("Itchy and tight the minute you towel off?", lead Calm/Nude), ?view=fragrance-sensitive ("Every lotion that smells nice makes you itch?", Nude, no synthetic fragrance), ?view=cracked-hands ("Knuckles cracking from all the hand-washing?", 2 oz hand-size upsell; no "heals" wording).

Blueprint B: Night Cream + Cleansing Balm, "Tight, flaky winter face" view

Pain: face feels tight minutes after washing, flaky patches around nose and chin, makeup catches on dry spots, skin looks tired in the morning. Reframe: the cleanser starts it (stripping), the night is when to fix it. Product truth: Lipid Rich Cleansing Balm (sunflower + jojoba, "never tight or stripped" [obs]), Renewal Night Cream (jojoba, shea, evening primrose, rosehip, sugar kelp and red algae extracts, cordyceps/ chaga/tremella, sodium hyaluronate; "Suitable for mature, stressed or dehydrated skin" [obs]).

# Section Copy outline
0 Top bar "Tight, flaky skin every winter? The 2-step Winter Barrier Duo, ships free to the US."
1 Gallery Duo · balm melting to milk · morning face close-up (real customer, unretouched) · "your cleanser vs a balm" card
2 Audience line "For dry, dehydrated and mature skin that feels tight after washing."
3 H1 "Face feels tight 10 minutes after you wash it?"
4 Stars Pool face-line reviews on the duo; show per-product counts honestly (currently 3 and 2).
5 Mechanism line "Foaming cleansers strip the oils your skin needs overnight. Wash with a balm that leaves them, then seal with a lipid-rich night cream."
6 Buy box Duo (proposal: priced under $109.98) · Night Cream alone $54.99 · Balm alone $54.99 · subscribe (proposal: 15%, every 2 months) · "60 ml lasts about X weeks nightly" (measure) · guarantee line
7 Proof under button "less dry areas, less red spots, and smoother" (Dorian P.); "so moisturizing... for a person whose skin is more on the dry side" (balm review).
8 Cause cards Foaming cleansers · hot water · indoor heat · skin makes less oil with age. Each → what step 1 / step 2 does.
9 Comparison Foaming cleanser + basic moisturizer vs prestige balm + cream (e.g. Tatcha $50/150 ml oil, Drunk Elephant $72/50 ml) vs Plantd duo; price, synthetic fragrance, plant oils, made where.
10 Timeline Night 1 (comfort) · Week 2 (fewer flakes) · Week 4, quotes until measured.
11 Ingredients Land & sea story: BC sugar kelp + red algae, evening primrose, rosehip, jojoba, mushroom extracts; one line each about tightness and flaking.
12 Price objection "Why $54.99" block (Tatcha pattern): 60 ml, how long it lasts, cost per night, what's in it.
13 FAQ Will the balm remove waterproof mascara/SPF? · Too rich for oily/younger skin? (page already says it may be) · Fragrance (neroli/geranium oils) for sensitive skin? · Use with retinol? · Shipping/duties · Guarantee.
14 Guarantee + sticky as 5A.

Sister views: ?view=cleanser-tight (balm alone: "Squeaky clean = stripped"), ?view=tired-morning (night cream for mature skin: "Look tired at 7 AM even after 8 hours?").

The new pain-led product page

One hand and body cream page, three pain views. Each view swaps the headline, the mechanism line, the comparison header and the first reviews to match the ad that sent the visitor; the buy box, pooled reviews and policies are shared. Prices, ingredients and reviews are Plantd's real ones; bundle tiers are Proposed.

Itchy, sensitive view, phone
Itchy, sensitive view, phone
Dry hands view, phone
Dry hands view, phone
Crepey legs view, phone
Crepey legs view, phone
Itchy, sensitive view, desktop
Itchy, sensitive view, desktop

Open the product page mockup

Itchy, sensitive skinDry, cracked handsCrepey arms and legsWith our design notes

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