Ten pixels,
eleven fields
Your page opens with proof at 10 pixels, then asks for 11 form fields. You win the visitor, then make them work.
Put your own numbers in
We cannot see your analytics, so these are not your figures. Change them to your real ones. This is arithmetic, not a forecast and not a promise of a result. The 0.3 point default is a placeholder we chose, not a measured or predicted lift, and we have no basis for claiming any particular number. Set it to whatever you would actually believe, including zero.
Most DTC brands freeze page changes before Black Friday on 27 November 2026. A change shipped in September compounds across the whole quarter. The same change in late November does not ship at all. That is a scheduling reality, not a scarcity tactic.
Where the page actually puts things
vertical position, mobileA visitor arriving from a paid ad sees the first 844 pixels. This page opens well: a trust line renders before the navigation has even settled. What sits just past that line is where the sale gets lost.
more page below
Five findings
measured, not opinionThe buy action clears the fold by only 75 pixels
Just below the lineA subscription-frequency selector and two separate Add To Cart buttons, one priced for subscribing and one for a one-time order, sit between the fold and the first real purchase click. Add To Cart at y=919px · fold at 844px
Eleven fields stand between landing and buying
Form frictionA search box, a review-sort dropdown, a newsletter capture, a shipping country and language gate, and two subscription-frequency selectors all register as visible fields before a single purchase decision. 11 visible fields at 390px · 13 at 1440px
The ad’s promise never reaches the headline
Message gapThe ad sells trusting one ingredient over a label no one can pronounce. The page’s H1 is the SKU name in capital letters. H1: “GRASS FED WHEY ISOLATE PROTEIN POWDER”
Two things already work
WorkingA trust line lands at the very top of the render, and a persistent buy control follows the scroll all the way down a 9,865px page. Both are exactly what most rebuilds have to add from nothing. first proof at y=10px · sticky CTA present
An automated accessibility scan flags a real defect
Ships brokenOne critical violation (an invalid ARIA attribute) and one serious violation (insufficient color contrast across 11 elements), on the first screen alone. axe: 1 critical, 1 serious, 4 additional
The rebuilt first screen
same 844px, everything that closes a sale inside itTrust one: grass-fed whey protein.
No fillers, no artificial sweeteners, no fine print to decode.
The ad’s own words become the headline
Two lines lifted directly from the ad’s promise replace the SKU name in the hero. The product name moves to an eyebrow above it.
Add to cart moves inside the first screen
From y=919 to above the 844px line. The “Shop Now” jump link at y=527, which was never the purchase action, is retired instead of kept as a second, confusing CTA.
The proof that already works stays exactly where it is
The trust line at y=10 does not move. Rating and review count join it directly above the buy button instead of waiting at y=631, and again at y=4,717.
Selection collapses to one action
Subscription frequency, the shipping country and language gate, and the duplicate Add To Cart at y=1,024 all move out of the first screen. One button, one price, one tap.
Shipping line and subscription wording above are placeholders pending confirmation by the brand. Nothing ships as fact without written sign-off.