Executive Summary
Monsuri's website has strong brand copywriting and emotional positioning, but significant conversion rate optimisation opportunities exist across every page type. The site is built on Shopify with a custom PXU theme, sells bath and self-care products (USD, targeting US market), and relies heavily on gift positioning.
The biggest revenue leaks right now:
- Best-selling product (Full Body Bath Pillow, 146 reviews) is sold out with a broken notify-me form showing raw template code
- 25% of homepage products are sold out with no alternatives suggested
- Zero free shipping messaging anywhere on the site (the #1 cart abandonment reducer)
- No trust badges near Add to Cart on any product page
- Empty cart page is a dead end with zero product recommendations
- No urgency or scarcity elements on any page
- No filtering or sorting on collection pages
This report audits every page type against 304 CRO checkpoints covering General site elements, Homepage, Category pages, Product pages, Landing pages, Cart, Checkout, and Thank You pages.
Page-by-Page CRO Scores
General (Site-wide)
F
0 of 45 passing
Homepage
F
0 of 21 passing
Category Page
F
0 of 29 passing
Product Page
F
0 of 69 passing
Landing Page
D
2 of 69 passing
Cart Page
F
0 of 25 passing
Checkout Page
F
0 of 38 passing
Thank You Page
F
0 of 8 passing
What's Working Well
✓ Strong emotional, benefit-driven copywriting throughout the entire site
✓ Smart gift-positioning on every page (reduces price sensitivity, lifts AOV)
✓ Product schema markup properly implemented on product pages
✓ Breadcrumb schema in place on product pages
✓ Strong review volume on best sellers (293, 166, 146, 50 reviews)
✓ Collection page FAQ sections (great for SEO + objection handling)
✓ Clear delivery (2-4 days) and returns (30-day free) on product pages
✓ 8 payment options (Shop Pay, Apple Pay, Google Pay, Visa, MC, etc.)
✓ Responsive image srcsets for different screen sizes (80+ srcset attributes)
✓ Internal cross-linking within product descriptions to related products
✓ Collection description copy is genuinely compelling and addresses buyer hesitation
✓ Organization + SmallBusiness + WebSite schema on homepage
🚨 #1: Best-Selling Product Sold Out with Broken Form
The Full Body Bath Pillow (146 reviews, your most-reviewed individual product) is sold out. The "Notify Me" form shows raw Liquid template code ({{ product }}, {{ url }}) instead of a working email capture. Every visitor who finds this product is a lost opportunity.
Fix: Repair the notify-me form immediately. Add an expected restock date. Show alternative products ("Try our Bathtub Pillow at $42.90 instead"). Add a waitlist incentive ("Join waitlist, get 10% off when it's back").
🚨 #2: 25% of Homepage Products Are Sold Out
5 of the 20 products displayed on the homepage are sold out, including the Full Body Bath Pillow, Luxurious Bath Lover's Set, Choose-Your-Calm Bath Gift Set, Luxury Home Spa Gift Set, and Full Body Bath Pillow and Tray Caddy. Shoppers land on an appealing product, click through, and hit a dead end.
Fix: Remove sold-out products from homepage featured sections (or move them to a "Coming Back Soon" section). Replace with in-stock products. Never feature sold-out items in the top grid.
🚨 #3: Zero Free Shipping Messaging Anywhere
There is no announcement bar, no free shipping threshold, no shipping cost indication anywhere on the site until checkout. Free shipping messaging is the #1 proven cart abandonment reducer in e-commerce. Shoppers don't know what shipping will cost until the final step.
Fix: Add a site-wide announcement bar ("Free shipping on orders over $X"). Add a free shipping progress bar in the cart ("You're $Y away from free shipping!"). Show shipping estimate on product pages near the Add to Cart button.
🚨 #4: No Trust Badges Near Add to Cart
Product pages have no trust indicators near the primary CTA. No secure checkout badge, no money-back guarantee icon, no "Free Returns" badge, no payment security seals. Trust badges near the Add to Cart button can lift conversion rates 5-15%.
Fix: Add a row of trust badges directly below the Add to Cart button: "Secure Checkout" (lock icon), "30-Day Free Returns" (return icon), "2-4 Day Delivery" (truck icon), and payment method icons.
🚨 #5: Empty Cart Page Is a Dead End
When the cart is empty, the page shows only "There are no items in your cart" and a "Continue Shopping" link. No product recommendations, no bestsellers, no incentive to browse. This is wasted real estate and a lost recovery opportunity.
Fix: Add "Our Best Sellers" product grid to the empty cart state. Add "Recently Viewed" products. Add a promotional banner for current offers.
🚨 #6: No Announcement Bar or Site-Wide Offers
The site has no announcement/top bar for promotions, shipping thresholds, or trust messaging. This is prime real estate that every high-converting e-commerce store uses for site-wide messaging.
Fix: Add a sticky announcement bar with rotating messages: free shipping threshold, current promotion, trust message ("Trusted by 50,000+ customers"), and seasonal offers.
🚨 #7: No Urgency or Scarcity Elements Anywhere
Across the entire site, there are zero urgency or scarcity triggers. No stock counters, no "X people viewing this", no limited-time messaging, no "Only X left in stock" labels. These are standard CRO elements for e-commerce.
Fix: Add low-stock indicators on product pages ("Only 5 left!"). Add "Popular item" badges on best sellers. Consider a cart reservation timer ("Items reserved for 10 minutes"). Show real-time purchase activity ("Sarah from Texas just bought this").
🚨 #8: No Filtering or Sorting on Collection Pages
Collection pages have 26+ products with no way to filter by price, rating, availability, or product type. No sorting options (best selling, price low-to-high, newest). Sold-out products are mixed in with available ones.
Fix: Add sorting (Best Selling, Price, Newest, Rating). Add filters for availability (hide sold out), price range, and product type. Default to hiding sold-out items or showing them last.
🚨 #9: No Compare-at Prices or Savings Display
The Bath Tray and Bath Pillow bundle ($107.95) doesn't show what the items cost individually, so there's no sense of savings. No product on the site shows a compare-at price or "You Save $X" message, even during sales.
Fix: Set compare-at prices for all bundles (show individual item total vs. bundle price). Use strikethrough pricing with a "Save $X" badge. For the tray+pillow bundle: "Was $107.85 individually" with clear savings messaging.
🚨 #10: 83 Images with Zero Lazy Loading
The homepage loads 83 images eagerly (no lazy loading), alongside 23 external scripts and 24 inline style blocks. This significantly impacts page load time, especially on mobile. Google's Core Web Vitals will penalise this.
Fix: Implement lazy loading on all below-the-fold images (loading="lazy"). Defer non-critical scripts. Consolidate inline styles. Target under 3-second page load for mobile.
Site-wide elements that affect every page: navigation, search, cart widget, footer, and general UX patterns.
⚙️ General UX
✗
Main pages load quickly (5 seconds or less)
Homepage loads 83 images + 23 scripts with zero lazy loading. Heavy page weight impacts Core Web Vitals.
✗
Every page has a CTA (even 404 pages, zero-result pages, blog posts)
Empty cart page has only a plain text "Continue Shopping" link. No CTA on error states.
✗
Clickable elements are obviously pressable (hover states, rounded corners, blue underlined links)
No consistent hover states across the site. Links don't stand out from body text.
✗
Button labels start with a verb and time (e.g. "Shop Now")
CTAs like "SHOP BATH PRODUCTS" are good, but "Add to Cart" could be stronger (e.g. "Add to Cart - Free Shipping").
✗
Site-wide offers promoted at top of page with urgency/scarcity triggers and linked CTA
No announcement bar exists. Missing the most valuable real estate on the site.
✗
Top bar with site-wide offer is prominent with clear CTA
No top bar at all. Should have free shipping threshold, seasonal promo, or trust message.
✗
Website uses subtle micro-animations to emphasise CTAs
No pulse, glow, or animation on any CTA. Add to Cart button has no visual emphasis beyond colour.
⚠
Site doesn't include annoying pop-ups at the wrong time
No aggressive pop-ups observed. However, there's no email capture pop-up at all (could add an exit-intent one).
🔎 Search Bar
✗
Prominent search box near top of website
Search exists but is not prominently displayed. Requires clicking a small icon to reveal.
✗
Search bar has auto-complete and auto-suggest
Basic Shopify search with no auto-suggest, no product thumbnails in results, no trending searches.
✗
Auto-suggest searches through categories and products
No auto-suggest functionality. Could use Shopify Search & Discovery app or similar.
✗
If no results returned, search gracefully offers alternatives
No graceful zero-results handling observed.
✗
Search box contains a magnifying glass icon
Magnifying glass icon exists but is very small and not immediately recognisable.
🛒 Navigation
✗
Good navigational feedback (active state showing where you are)
No active state indicators in the navigation. Users can't tell which section they're in.
✗
Category labels accurately describe the information
"Mindful Living" contains affirmation cards and tapestries. "The Self-Care Sanctuary" is a blog hub mixed in with product navigation. Confusing structure.
✗
Navigation ordered in most logical/task-oriented manner
7 main categories plus utility links (Contact, Returns, Our Story, Reviews) all in the main nav. Customer service items should be in footer only.
✗
Main navigation doesn't include unnecessary links
Return & Exchange Policies, Order & Shipping Queries, Our Story, Reviews are in the main nav. Move to footer.
✗
Sticky navigation for easy access to categories, search and cart
CSS classes for sticky nav exist but it doesn't appear to function correctly on scroll.
🛒 Cart Widget
⚠
Cart widget easily accessible on every page in top-right corner
Cart icon exists in header. Could be more prominent with item count badge always visible.
⚠
Mini cart includes total price, discount, number of items, all items on hover
Mini-cart slide-out exists with subtotal and items. Missing discount display and "X items in cart" count.
✗
If free shipping offered, cart widget shows how far away from threshold
No free shipping progress bar in the cart widget. This is one of the highest-impact cart elements.
⚠
Link to both basket and checkout visible on mini-cart
"Go to cart" button exists but no direct "Checkout" shortcut in the mini-cart.
⬇️ Footer
✗
Footer highlights benefits of shopping (free shipping, returns, money back)
Footer has links but no benefit messaging. No trust badges, no benefit icons, no reassurance copy.
✗
Clear that a real organisation is behind the site (physical address, office photo)
No physical address, no team photo, no "about" snippet in the footer. "Powered by Shopify" is still showing.
✗
Footer shows trust icons/seal badges with reassuring copy
Payment method icons exist but no trust seals (Norton, McAfee, BBB), no "Shop with confidence" messaging.
✗
Footer includes social links with follower counts for trust
Instagram and Pinterest links exist but no follower counts displayed.
The homepage is the brand's first impression. Monsuri's homepage has strong emotional copy but critical gaps in social proof, trust signals, and product display strategy.
⚙️ General
✗
Homepage promotes site-wide offers on top with urgency/scarcity
No announcement bar. No free shipping messaging. No limited-time offers displayed.
⚠
Professionally designed, not overloaded, positive first impression
Design is clean but not premium. The gift-focused positioning is strong. Layout could be tighter.
⚠
Once you land, you know the main products the store sells
Hero headline is emotional ("You're Allowed to Put Everything Down") but doesn't immediately communicate what they sell. Category tiles below help but are below the fold.
✗
Homepage follows a clear, straightforward visual hierarchy
Multiple content sections compete for attention: 7 category tiles, then gift messaging, then product grid (20 items). Too much below the fold.
⚠
Value proposition clearly stated on homepage
Emotional messaging is strong but the unique value prop ("luxury bath products for gifting") isn't stated concisely. No tagline like "Australia's #1 Bath Gift Brand".
⚠
One or two visually prominent CTAs above the fold
Two CTAs in hero: "SHOP BATH PRODUCTS" and "DISCOVER THE PERFECT GIFT". Good structure but could be more prominent visually.
⚠
Homepage highlights main benefits of shopping with you
No benefit bar or icons (e.g. "Free Returns", "Handmade", "Eco-Friendly", "Family Owned"). These are mentioned in product pages but not on homepage.
✗
Story of founders shown with mission and vision
"Our Story" exists as a nav link but no founder story on the homepage. Product pages mention "family-owned" but no faces, photos, or narrative on the homepage.
💬 Social Proof
✗
Homepage contains general customer reviews or product-specific reviews with links
Product cards show review counts but no standalone review section or testimonial carousel on the homepage.
✗
Overall store ratings from authoritative review sites (Trustpilot, Yotpo)
No Trustpilot widget, no aggregate store rating displayed anywhere. Reviews exist per-product via Judge.me but no site-wide rating.
✗
Awards, trust badges, and certificates displayed
Zero trust badges, awards, or certificates on the homepage.
✗
Logos of news sites/blogs/celebrities where brand has had PR exposure
No "As Seen In" section. If Monsuri has had any press coverage, it's not being leveraged.
✗
User-generated photos (e.g. from Instagram)
No UGC gallery on homepage despite having Instagram presence (@monsuri_ritual). Missed opportunity for social proof.
Product pages are where buying decisions happen. With 69 checklist items, this is the most critical page type. Monsuri's product pages have good descriptions but critical gaps in the CTA area, social proof, and conversion boosters.
⚙️ General
✗
Sticky navigation with product name, image, price, discount and CTA that reappears on scroll up
No sticky product bar. When users scroll past the Add to Cart button, they have to scroll back up to purchase.
✗
Option for customers to ask questions (live chat, phone number)
No live chat widget. No phone number on product pages. Contact page exists but requires navigation away.
✗
Email notification if product is currently not available
Notify-me form exists but is BROKEN (shows raw Liquid template code {{ product }}, {{ url }}).
🏷️ Product Overview (Above CTA)
✗
Product titles are descriptive
"Bath Tray and Bath Pillow" is functional but not compelling. Should be "Luxury Bamboo Bath Tray + Pillow Set" or similar with benefit language.
✗
Product subtitle highlights key benefit with power words
No subtitle or tagline below the product title. Missing benefit-driven secondary headline.
⚠
Product rating linked to reviews section (e.g. "4.6, Read 50 Reviews")
Review count shown near title (50 reviews) with Judge.me widget. Click-to-scroll to reviews section works.
✗
Short list of key benefits near title with green check arrows
No benefit bullet list above the fold. Features are buried in accordion/tabs below. Key benefits should be visible immediately.
🌌 Image Gallery
⚠
Main product photo is attractive
Product photos are decent quality but could be more lifestyle-focused. Some photos look product-on-white, others are lifestyle shots. Inconsistent style.
✗
Product gallery contains product videos
No video content on any product page. For visual products like bath pillows and trays, video showing the product in use would significantly boost conversion.
✗
Main product photo allows easy zoom (especially on mobile)
No obvious zoom functionality on product images. Pinch-to-zoom may work on mobile but no dedicated zoom-on-hover for desktop.
✳️ CTA Area (22 items)
✗
Main CTA is the most visible element with cart icon
"Add to Cart" button exists but no cart icon, no visual emphasis beyond colour. Should be the most prominent element on the page.
✗
CTA copy clearly explains what happens when you click
"Add to Cart" is generic. Could be "Add to Cart - Ships in 2-4 Days" or "Add to Cart - Free Returns".
✗
Price is prominent, especially if discounted
Price ($107.95) is shown but not prominent. No compare-at price, no savings message, no visual emphasis.
✗
Free shipping highlighted near CTA if offered
No shipping information near the CTA. Users don't know shipping cost until checkout.
✗
Shipping information shown near CTA (delivery location, cost, time)
"2-4 business days" is mentioned in accordion but NOT near the CTA where it matters most.
✗
Availability shown near CTA (e.g. "In stock")
No stock status indicator near the Add to Cart button. "In Stock" or "Low Stock" should be visible.
⚠
Clear information about returns, refunds and money-back guarantee
"Free returns within 30 days" is in an accordion tab. Should also be shown as an icon/badge near the CTA.
✗
Express payment options shown (PayPal, Google Pay, Apple Pay)
Shopify dynamic checkout button exists but express options aren't prominently displayed below the main CTA.
✗
Installment payment option (Klarna, AfterPay) for expensive products
No BNPL messaging on any product page. For a $107.95 bundle, "4 payments of $27" messaging could lift conversions significantly.
💬 Social Proof
✗
PR exposure logos highlighted near title
No "As Seen In" section on product pages. If they have press mentions, they're not using them.
✗
Reviews with title, customer photos, star rating, name, "verified" badge
Judge.me reviews show star rating and name but no customer photos, no "verified buyer" badge, no occupation/age.
✗
Customer reviews visually stand out (ideally on slightly yellow background)
Reviews blend into the page. No distinct background colour or visual separation.
✗
Photos of happy customers using the product
No UGC photos. No customer-submitted images in reviews. All photos are brand-produced.
✗
Number of customers shipped (e.g. "19,222 products shipped this month")
No social proof numbers. No customer count, no "Trusted by X customers" messaging anywhere.
✗
Video testimonials on product page
No video testimonials. Even one or two video reviews could significantly boost trust.
💰 Conversion & AOV Boosters
✗
Quantity discounts offered near CTA (1x $24.99, 2x $19.99, 3x $17.49)
No quantity discounts or bundle pricing near the CTA. This is a huge AOV opportunity for bath products.
✗
Relevant cross-sell/up-sell products offered
"You may also like" section exists below reviews but is far down the page and JS-rendered. Should be more prominent, closer to the CTA area.
The cart is where purchase intent converts to action. Monsuri's cart page has the basic structure but misses nearly every optimisation opportunity.
⚙️ General
✗
Cart clearly informs how far from free shipping threshold
No free shipping progress bar. No threshold messaging. Shoppers have no idea how much they need to spend for free shipping.
✗
Urgency triggers ("Items reserved for 10 minutes")
No urgency messaging on the cart page. No countdown, no "complete your order" prompts.
✗
Information about returns, refunds and money-back guarantee shown
No returns/guarantee messaging on cart page. This is where buyers need reassurance most.
✗
Cart offers upsell/cross-sell products with urgency discount
No upsells or cross-sells in the cart. Massive missed AOV opportunity.
✳️ CTA Area
✗
Subtotal price is prominent and near main CTA
Subtotal shown in mini-cart. "Taxes and shipping calculated at checkout" is the only info. No estimated total.
✗
Shopper shown how much they save on entire purchase near CTA
No savings summary. Even if products aren't on sale, bundle savings should be highlighted.
✗
Main CTA includes "Proceed to secure checkout" with lock icon
CTA exists but needs security-focused copy and a lock icon to boost confidence at the conversion point.
✗
Trust badge below CTA ("Shop with confidence")
No trust badges on the cart page at all.
Checkout is the final conversion barrier. Shopify's default checkout handles many basics, but significant CRO opportunities remain for trust, urgency, and AOV.
⚙️ Key Gaps
✗
Trust badge below main CTA ("Shop with confidence")
No trust seals on the checkout page. This is where cart abandonment happens most.
✗
Urgency triggers ("If ordered in next 12 minutes, shipped today")
No urgency messaging in checkout. No reservation timer. No same-day shipping cutoff.
✗
Order bumps ("Gift packaging", "Package insurance") under $3
No order bumps in checkout. Gift packaging, rush processing, or insurance could add $3-5 per order.
✗
Post-checkout upsell before thank you page
No post-purchase upsell step. "Add X for 50% off" after payment confirmed is pure profit.
The thank you page is the most underutilised page in e-commerce. Customers who just purchased are in peak buying mode.
⚙️ General + Conversion Boosters
✗
Thank you page congratulates the user on purchase
Using Shopify default thank you page. No custom congratulations, no brand-specific messaging.
✗
States when package will arrive and with what courier
No delivery timeline on thank you page. Customers don't know when to expect their order after payment.
✗
Offers additional items at lower price combinable with existing order
No post-purchase upsell. "Add bath bombs for 30% off and we'll include them in your shipment" could boost AOV significantly.
✗
Offers coupon code for next purchase or for friends
No referral code, no next-purchase coupon. Missed opportunity for repeat purchases and word-of-mouth.
Key design patterns from the Conversion Design UI Template that Monsuri should implement for maximum conversion impact.
1. Sticky Product Bar on Scroll
Add a sticky bar that appears when users scroll past the Add to Cart button. Include: product thumbnail, product name, price (with savings if applicable), "Add to Cart" button. Hides on scroll down, reappears on scroll up. This ensures the CTA is always accessible.
CROUX
2. Trust Badge Row Below Add to Cart
Add a horizontal row of 4 trust badges directly below the Add to Cart button: Secure Checkout (lock icon), Free Returns (arrow icon), 2-4 Day Delivery (truck icon), Money-Back Guarantee (shield icon). Use grey/muted colour scheme so they support but don't compete with the CTA.
TrustCRO
3. Benefit Bullets Above the Fold
Add 3-4 green checkmark bullet points immediately below the product title: "100% Natural Bamboo", "17 Suction Cups for Secure Fit", "Machine Washable", "Free 30-Day Returns". These should be visible without scrolling.
CROUX
4. Free Shipping Progress Bar in Cart
Add a progress bar at the top of the cart and mini-cart: "You're $X away from FREE shipping!" with a visual progress indicator that fills as the cart total increases. Use green when threshold is reached: "You've unlocked FREE shipping!"
AOVCRO
5. Quantity Discount Selector on Product Pages
Add tiered pricing near the CTA: "1x $42.90/each", "2x $38.90/each [Most Popular]", "3x $35.90/each [Best Value]". Use radio button selectors with visual badges. For gift products, frame as "Buy for a friend too!"
AOVCRO
6. Enhanced Product Card Design on Collection Pages
Product cards should show: product image (with secondary image on hover), title, star rating + review count, price (with compare-at if applicable), "Best Seller" / "New" badges, "Quick Add" button on hover. Hide sold-out products or show them last with a "Notify Me" badge.
UXCRO
7. Announcement Bar with Rotating Messages
Add a sticky announcement bar at the very top of every page. Rotate between 3 messages: "Free Shipping on Orders Over $75", "30-Day Free Returns on Every Order", "Trusted by 50,000+ Customers". Use a subtle animation to transition between messages.
TrustCRO
8. BNPL Messaging Near Price
For products over $50, show "or 4 interest-free payments of $X with [Shop Pay/Afterpay]" directly below the price. This reduces perceived price barrier and can increase conversion rates 20-30% on higher-priced items.
CROAOV
Priority Action Plan
THIS WEEK Quick Wins (High Impact, Low Effort)
1.
Fix the broken notify-me form on sold out products (raw Liquid template showing)
Critical
2.
Remove sold-out products from homepage featured grid (replace with in-stock items)
Critical
3.
Add announcement bar with free shipping threshold + trust message
High
4.
Add trust badge row below Add to Cart on all product pages
High
5.
Remove "Powered by Shopify" from footer
Quick Fix
THIS MONTH Core Improvements (High Impact, Medium Effort)
6.
Add free shipping progress bar to cart page and mini-cart
High
7.
Implement sticky product bar that reappears on scroll up
High
8.
Add BNPL messaging (Afterpay/Shop Pay installments) below price on product pages
High
9.
Add benefit bullet points (green checks) above the fold on product pages
Medium
10.
Add compare-at prices on bundles to show savings
Medium
11.
Implement lazy loading on all below-the-fold images
Medium
12.
Add filtering and sorting to collection pages
Medium
13.
Clean up main navigation (move service links to footer)
Medium
NEXT QUARTER Growth Optimisations (Medium Impact, Higher Effort)
14.
Add product videos to top-selling product pages
Medium
15.
Implement quantity discounts / tiered pricing near CTA
Medium
16.
Add post-purchase upsell between checkout and thank you page
Medium
17.
Set up Trustpilot or aggregate review widget on homepage
Medium
18.
Add "As Seen In" media logo section (if PR coverage exists)
Medium
19.
Add Instagram UGC gallery to homepage
Low
20.
Customise thank you page with upsell offers + referral coupon
Low
