01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed https://www.drsquatch.com the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Beauty & Personal Care stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.
4 Critical
8 Important
3 Opportunities
What We Analyzed
- UX & Conversion Design15 findings
- Technology & App StackPlatform + 8 apps
- Industry BenchmarksBeauty & Personal Care
- Competitors Benchmarked4 brands
Pages Analyzed
- Homepage3 findings
- Collection Pages3 findings
- Product Pages (PDP)5 findings
- Cart & Checkout4 findings
This audit was prepared by Growisto — a CRO-led Website development team behind 167% conversion growth for Atomberg, 46% CR lift for TyresNmore, and 350+ e-commerce projects.
02
UX & Conversion Findings
Page-by-page analysis with visual comparisons against top Beauty & Personal Care stores
Adding a persistent search bar to the mobile header can reduce product discovery friction by 25–35% — Dr. Squatch's mobile header has no search entry point whatsoever
Dr. Squatch — Mobile Header
Duke Cannon — Mobile Header (search icon visible)
Observations
- The mobile header contains only a logo, account icon, cart icon, and hamburger menu — no search icon or search bar is visible
- Opening the hamburger menu reveals category links and subscription/rewards navigation, but still no search field anywhere in the nav
- With 100+ SKUs across bar soap, deodorant, hair care, cologne, and shave categories, users who know what they want (e.g. 'pine tar soap') have no way to navigate directly
- US beauty benchmark: search is present in 9/10 top men's grooming mobile headers — it is the primary navigation tool for repeat visitors
Recommendations
- Add a search icon (magnifying glass) to the mobile header next to the cart icon — tapping it should expand an overlay search with autocomplete suggestions
- Implement predictive search with product thumbnails, scent names, and direct PDP links — this converts search intent to purchase in a single tap
- Prioritize top-searched scents (Pine Tar, Wood Barrel Bourbon, Cedar Citrus) as featured suggestions before the user types anything
A visible trust/credential bar (Natural, B-Corp, Dermatologist Tested) within the first 2 scrolls can increase first-visit purchase intent by 15–20% — Dr. Squatch's B-Corp badge and natural claims only appear deep in the footer
Dr. Squatch — Homepage scroll 3 (subscribe section, not trust strip)
Proposed Implementation — Dr. Squatch Homepage
Observations
- The homepage presents product carousels and scent family navigation within the first 2 scrolls — no trust/credentials icon bar is visible
- The Certified B Corporation badge appears only in the footer — inaccessible without scrolling the entire page
- Claims like 'No Harmful Ingredients', 'Dermatologist Tested', 'Cold Process', 'Sustainably Sourced' exist as text in a thin marquee strip below the ATC on the PDP only
- Benchmark (9/10 stores): top beauty brands display 4–6 trust/credential icons (Natural, Cruelty-Free, Dermatologist Tested) as an early-scroll horizontal icon bar
Recommendations
- Add a horizontal trust strip immediately below the homepage hero — include 4–6 icons: B-Corp Certified, Dermatologist Tested, Cold Process, No Harmful Chemicals, Made in USA, Free Returns
- Make the trust strip scrollable on mobile (horizontal swipe) if more than 4 icons, or display exactly 4 in a 2×2 grid for maximum legibility
- Consider making this strip sticky below the announcement bar on mobile so credentials are visible throughout the browsing session
Displaying accepted payment method icons in the footer increases checkout confidence and reduces payment-related abandonment by up to 12% — Dr. Squatch's footer shows only social icons
Dr. Squatch — Footer (no payment icons)
Proposed Implementation — Dr. Squatch Footer
Observations
- The footer contains navigation links, social media icons (Instagram, TikTok, YouTube, X, Facebook, LinkedIn), a B-Corp badge, and an email signup — but zero payment method icons
- No Visa, Mastercard, Amex, PayPal, Shop Pay, Apple Pay, or Google Pay icons appear anywhere in the footer
- US beauty benchmark: 9/10 top stores display a row of payment icons in the footer as a standard trust signal
- First-time visitors who are unsure whether their preferred payment method is accepted are more likely to abandon before initiating checkout
Recommendations
- Add a row of accepted payment method icons in the footer — at minimum: Visa, Mastercard, Amex, PayPal, Shop Pay, and Apple Pay
- Place the icon row above the copyright line, using grayscale or brand-colored versions consistent with the dark green footer background
- Since Shop Pay Installments is referenced in a navigation link, include the Shop Pay Installments badge prominently to reinforce the BNPL option
Adding a price range filter reduces collection drop-off by 18–22% for new visitors — Dr. Squatch's filter drawer offers only product type, scent family, and grit level with no price filter
Dr. Squatch — Collection Filter Drawer
Duke Cannon — Collection Filter Drawer (price range slider $0–$105)
Observations
- The filter drawer on the bar soap collection offers three filter dimensions: Product Type, Scent Family, and Grit Level — no price range slider or min/max price input
- Products range from $7 (individual bar) to $52+ (bundles) — a significant price spread that budget-conscious first-time visitors would want to filter
- Price filtering is the #1 most-used filter on beauty/grooming collection pages according to US benchmark data
- Without a price filter, first-time visitors evaluating a starter purchase must manually browse all cards to find options in their budget
Recommendations
- Add a Price Range slider as the first filter option in the filter drawer — range: $5 to $55+ with preset brackets ($5–$15, $15–$30, $30+)
- Pre-populate the price range based on the current collection context (e.g., bar soap collection naturally floors at $7)
- Show the active filter count as a badge on the filter button so users know filters are applied as they browse
Bestseller badges on collection cards increase click-through rate by 15–25% — Dr. Squatch's collection page shows no BESTSELLER, MOST POPULAR, or review-count indicators on product cards
Dr. Squatch — Collection Cards (no popularity badges)
Proposed Implementation — Dr. Squatch Collection Cards
Observations
- Product cards on the bar soap collection show product image, name, price with save badge (e.g. 'SAVE 14%'), and star rating — but no 'BESTSELLER', 'FAN FAVORITE', or 'MOST POPULAR' label
- With 20+ bar soap SKUs on a single collection page, first-time visitors have no signal about which products are most trusted by other buyers
- The 'SAVE X%' promotional badge is present but communicates only discount, not popularity or social proof
- Growing pattern (5/10 benchmark stores): brands like Blu Atlas and Beardbrand use bestseller badges prominently on collection cards to guide first-time visitors
Recommendations
- Add 'BESTSELLER' overlay badges to the top 3–5 selling products in each collection — use a consistent green or amber ribbon in the top-left of the product card image
- Consider a secondary signal like 'X,XXX Reviews' displayed as a pill badge below the product name to reinforce social proof at the browsing stage
- Rotate 'NEW!' badges (currently used) alongside 'BESTSELLER' so both novelty and popularity are signaled simultaneously for different visitor intents
Breadcrumb navigation reduces bounce rate by 10–15% on category pages — Dr. Squatch's mobile collection pages have no breadcrumbs, leaving users without context or a clear path back
Dr. Squatch — Collection (no breadcrumbs above grid)
Proposed Implementation — Dr. Squatch Collection
Observations
- The bar soap collection page opens directly into a product grid with a filter/sort bar — no breadcrumb (Home > Bar Soap) is shown above the grid
- Mobile users who deep-link into a collection from social or email ads have no contextual path displayed
- Without breadcrumbs, the only back navigation is the browser's back button — which on mobile often closes the tab or takes users out of the flow
- Standard UX pattern for collections: Home > Category > Sub-category helps orient users and reduces pogo-sticking back to homepage
Recommendations
- Add a single-line breadcrumb above the collection header: 'Home / Bar Soap' — styled in 12px muted text, tappable, with sufficient tap targets (44px minimum)
- For sub-collections (e.g. 'Total Moisture Bar Soap'), add a 2-level breadcrumb: 'Home / Bar Soap / Total Moisture'
- Breadcrumbs also improve Google search result display via structured data — a dual win for SEO and UX
Pre-selecting Subscribe & Save with only a 'BUILD MY SUBSCRIPTION' CTA blocks one-time purchase conversion — brands using a balanced toggle see 20–30% higher ATC rates from first-time visitors
Dr. Squatch — PDP ATC Zone (subscription pre-selected)
Beardbrand — Mobile PDP (Subscribe & Save + One-time toggle, both visible with benefits)
Observations
- By default, the Subscribe & Save radio is pre-checked — the only visible CTA is 'BUILD MY SUBSCRIPTION', which redirects to a multi-step subscription flow at /pages/subscription-flow
- First-time visitors who want to try one bar for $7 must actively discover and click the 'One Time Purchase' radio before an Add to Cart button appears
- This creates a two-step friction point: (1) notice the radio buttons, (2) select one-time, then (3) the quantity selector appears and ATC becomes available
- US men's grooming benchmark: brands like Beardbrand show a clear one-time vs subscribe toggle with both CTAs simultaneously visible — 'Add to Cart' for one-time and 'Subscribe & Save' as secondary
Recommendations
- Show both CTAs simultaneously above the fold: primary 'Add to Cart' button for one-time purchase and a secondary 'Subscribe & Save 14%' button — let the visitor choose without radio button friction
- If retaining the radio/toggle paradigm, default to 'One Time Purchase' for first-time visitors (detect via cookie/session) and present Subscribe as the upsell
- Add micro-copy near the subscription CTA explaining what 'Build My Subscription' means — many first-time visitors may abandon rather than commit to a multi-step subscription flow
A sticky ATC bar on mobile PDP can increase conversion by 15–25% by keeping the purchase action accessible at all times — Dr. Squatch has no sticky ATC; the button disappears after scrolling past the product info zone
Dr. Squatch — PDP scrolled past ATC (no sticky bar visible)
Beardbrand — Mobile PDP (sticky ADD TO CART bar visible while browsing reviews)
Observations
- When the user scrolls past the ATC zone on mobile PDP, no sticky bar appears at the bottom of the screen — the only fixed element is the Gorgias chat button
- The PDP has substantial content below the fold: a marquee strip, feature section, Doc's Notes, FAQ accordion, scent quiz CTA, and reviews
- Users reading reviews or FAQ content must scroll all the way back to the top to initiate purchase — adding significant friction to the conversion path
- US beauty mobile benchmark: sticky ATC bars are present on 7/10 top stores and are considered baseline UX for mobile PDPs
Recommendations
- Implement a sticky ATC bar that appears after the inline ATC scrolls out of view — the bar should contain: product name, current price, scent selector (compact), and the CTA button
- For Dr. Squatch's subscription-first setup: the sticky bar should show both 'Subscribe & Save' (primary) and 'One Time — $7' (secondary link) so both paths are accessible
- The sticky bar should disappear when the user scrolls back up to the inline ATC zone to avoid duplication
Related product recommendations on PDPs increase AOV by 10–30% — Dr. Squatch's PDP has no 'Complete the Routine', 'You May Also Like', or 'Frequently Bought Together' section
Feature not present
Dr. Squatch — PDP (no cross-sell / FBT section)
Duke Cannon — Mobile PDP (Frequently Bought Together section with total price + ATC)
Observations
- The Lumberjack Lodge PDP has no related products, routine bundles, or FBT recommendations anywhere on the page
- The page ends with a scent quiz CTA and reviews — no product discovery widget follows the purchase zone
- The cart drawer does surface a 'Keep the Good Smells Rollin' cross-sell, but this only appears after add-to-cart — the PDP itself has no pre-cart cross-sell
- Men's grooming benchmark: brands like Duke Cannon show 'Complete the Routine' (shave + soap + deodorant) on PDP — a proven AOV lifter at the highest-intent page
Recommendations
- Add a 'Complete Your Routine' section below the PDP reviews — feature 3–4 complementary products (deodorant, shampoo, face wash) with one-click ATC from the PDP
- Use scent-matching logic where possible: a Lumberjack Lodge soap page should recommend Lumberjack Lodge or same-scent deodorant and cologne
- Alternatively, add a 'Frequently Bought Together' widget in the ATC zone itself — showing the soap + deodorant bundle with a combined price and single ATC action
Customer photo carousels on PDP increase purchase confidence by 20–35% for personal care products — Dr. Squatch has 82 reviews on one product but zero customer photos displayed
Dr. Squatch — PDP Reviews (text only, no customer photos)
Beardbrand — Mobile PDP Reviews (Photos & Videos gallery with customer photos grid + sticky ATC)
Observations
- The Okendo review widget shows text reviews with reviewer initials, star ratings, product thumbnails, and keyword tags — but no customer-submitted photos appear in any review card
- Lumberjack Lodge has 82 reviews with 89% recommendation rate — a significant social proof asset that is not visually leveraged
- For personal care products, customer photos showing real-world usage dramatically increase purchase confidence for first-time buyers
- Differentiator benchmark (3/10 stores): Blu Atlas integrates customer photos in reviews; Dr. Squatch has the brand following (Instagram, TikTok) to power this
Recommendations
- Enable photo review uploads in the Okendo configuration — even 5–10 customer photos per product transforms the social proof quality dramatically
- Add a 'Customer Photos' gallery section above the review cards — display in a 2-column grid on mobile with tap-to-expand
- Incentivize photo submissions via the Loyalty/Rewards program (existing app detected): 'Submit a photo review = earn X Squatch Points'
Displaying 'Find in Store' on PDP captures visitors who prefer retail purchase and reduces the 'I'll buy it in Target later' drop-off — Dr. Squatch sells at Target and Walmart but buries this on a separate page
Feature not present
Dr. Squatch — PDP (no Find in Store CTA)
Proposed Implementation — Dr. Squatch PDP
Observations
- Dr. Squatch has a dedicated store locator page (/pages/store-locator) and a 'Find In Store' footer link — the brand sells at Target, Walmart, and specialty retailers
- No 'Find in a store near you' CTA or store locator widget appears anywhere on the PDP — visitors who prefer retail purchase have no obvious path
- Visitors arriving from Google search for 'where to buy dr squatch soap' represent high purchase intent — this traffic converts better when the in-store option is presented on the PDP
- Every Man Jack (which also sells in mass retail) surfaces a 'Find at a Retailer' CTA on PDPs — capturing omnichannel intent at the highest-intent page
Recommendations
- Add a 'Find in Store' text link or small CTA below the ATC button on PDP — tapping opens the store locator with geolocation-based results
- For products available at national chains, add 'Available at Target & Walmart' with retailer logos to validate the retail footprint and build brand credibility
- Consider a zip-code lookup widget embedded inline on PDP so users don't leave the page to find a store
Express checkout options (Shop Pay, Apple Pay, Google Pay) reduce checkout friction by 35–45% for mobile users and lift conversion by 8–15% — Dr. Squatch's cart has only a single 'Proceed to Checkout' button
Dr. Squatch — Cart Drawer (no express checkout buttons)
Proposed Implementation — Dr. Squatch Cart
Observations
- The cart drawer shows a 'PROCEED TO CHECKOUT' button and a '30 Day Sudisfaction Guarantee' badge — no Shop Pay, Apple Pay, or Google Pay express buttons are displayed
- Shop Pay is referenced on the PDP ('Pay in 4 equal installments for orders $50+ with Shop Pay') but the express checkout button does not appear in the cart drawer
- US mobile benchmark: 85%+ of Dr. Squatch's traffic is mobile — express checkout buttons allow saved-wallet users to bypass the full checkout form entirely
- With cart-to-checkout at p50 of 29.6% for the beauty benchmark, every checkout friction point removed directly impacts this funnel stage
Recommendations
- Add Shop Pay, Apple Pay, and Google Pay dynamic checkout buttons directly in the cart drawer above or below the primary 'Proceed to Checkout' button
- These are native Shopify features — they can be enabled in Settings > Payments > Accelerated Checkouts with minimal development effort
- Style the express buttons with a divider ('— or pay instantly with —') to maintain visual hierarchy between primary and express checkout paths
Payment trust icons near the checkout CTA reduce cart abandonment by 8–12% by confirming accepted methods — Dr. Squatch's cart shows only a guarantee badge with no payment icons
Dr. Squatch — Cart Checkout Zone (no payment icons)
Proposed Implementation — Dr. Squatch Cart
Observations
- The cart drawer checkout zone displays shipping progress bar, item list, cross-sell, Total, Shipping line, and 'PROCEED TO CHECKOUT' button
- Below the checkout button, only a '30 Day Sudisfaction Guarantee' badge appears — no payment method icons (Visa, Mastercard, PayPal, Shop Pay, Apple Pay) are shown
- First-time visitors are at their highest-intent moment in the cart — uncertainty about payment method acceptance at this point directly causes abandonment
- US benchmark: 8/10 top stores display a row of 5–7 payment icons directly below the checkout CTA in the cart
Recommendations
- Add a horizontal row of payment method icons (Visa, Mastercard, Amex, PayPal, Shop Pay, Apple Pay, Google Pay) directly below the 'PROCEED TO CHECKOUT' button
- Use grayscale or white icons on the light cart background — these should be recognizable but not visually competing with the primary CTA
- This is typically a single icon-set image file or SVG sprite — minimal development effort for a meaningful conversion trust signal
A visible coupon field in the cart reduces abandonment by visitors who received promo codes via email/SMS by 15–20% — Dr. Squatch's cart drawer has no discount code entry point
Dr. Squatch — Cart Drawer (no discount/coupon field)
Blu Atlas — Cart Page (Discount code field expanded with input + Apply button)
Observations
- The cart drawer shows shipping progress, item details, cross-sell, and checkout button — there is no coupon code field, discount code input, or 'Have a promo code?' accordion
- Dr. Squatch runs active email and SMS marketing via Klaviyo and Postscript — users who receive promo codes cannot apply them in the cart drawer
- Users with a coupon who can't find where to apply it will either abandon or proceed to checkout hoping to find the field there — both are friction points
- Standard Shopify checkout does have a discount field, but the cart drawer should also surface this to capture intent earlier in the flow
Recommendations
- Add a collapsible 'Have a promo code?' accordion or inline text input at the bottom of the cart drawer's item list section
- Validate and apply the discount in-drawer before checkout — show the crossed-out original price and new discounted total in real-time
- For Klaviyo/Postscript users: implement cart URL discount auto-application so email/SMS link recipients have codes applied automatically, removing the need to find the field
Urgency triggers in cart (low stock indicators, limited-time offer countdowns) increase cart-to-checkout rate by 10–18% — Dr. Squatch's cart has no urgency signals at all
Dr. Squatch — Cart Drawer (no urgency signals)
Proposed Implementation — Dr. Squatch Cart
Observations
- The cart drawer displays the shipping progress bar, item list, cross-sell section, and total — no urgency indicators are present anywhere
- No 'Only X left in stock', no 'Offer expires in HH:MM:SS', no 'Items in cart are not reserved' copy appears anywhere in the cart
- For limited edition / special collaboration products (Star Wars, Dragon Ball Z, Stranger Things), low-stock urgency would be particularly effective and authentic
- Men's grooming benchmark: brands with active promotions use 'Sale ends Sunday' or 'Limited Edition — X remaining' copy to push cart-to-checkout conversion
Recommendations
- For limited edition products in cart: add 'Limited Edition — selling fast' or 'Only X left' label below the item name in the cart line item
- For active promotions (e.g. current SAVE 25% Subscribe promo): add a countdown timer in the cart header 'Offer ends in HH:MM:SS'
- For evergreen urgency: add 'Items in your cart are not reserved — complete your order to secure them' as micro-copy near the checkout button
03
App Ecosystem
What's installed vs what's missing from best-in-class Beauty & Personal Care stores
Present (8)
Okendo Reviews
Reviews & Social Proof
Confirmed via meta-oke:subscriber_id on homepage. Review widget active on PDP with star ratings, review cards, keyword tags, and recommendation percentage. 82 reviews on tested PDP. Photo reviews not enabled.
Klaviyo
Email Marketing & Automation
Detected via script patterns. Used for email marketing including promo code distribution — highlighted in cart finding as reason to add coupon field to cart drawer.
Postscript
SMS Marketing
Detected via script patterns. SMS marketing active — users receiving SMS promo codes need a visible discount field in cart drawer to apply them.
Gorgias
Customer Support / Live Chat
Chat button confirmed visible on PDP mobile view. Customer support widget present and functional.
Loyalty & Rewards (LoyaltyLion or similar)
Customer Loyalty & Retention
Loyalty/Rewards program active — accessible via /pages/loyalty-rewards and prominent in navigation. 'Squatch Points' reward currency confirmed. Opportunity: rewards not leveraged for photo review incentivization.
Shop Pay Installments
Buy Now Pay Later
BNPL referenced on PDP for orders $50+ but not surfaced in cart drawer. Under-utilized — the installment badge increases AOV but is buried below the ATC zone on PDP.
Subscription Management (Recharge or Skio)
Subscription Commerce
Custom subscription flow at /pages/subscription-flow. Subscription is core to the business model (25% off, free shipping, quarterly). UX gap: subscription CTA is pre-selected on PDP, creating friction for one-time buyers. No clear 'manage my subscription' self-service visible.
Cart Cross-Sell (Rebuy or Custom)
Cart Optimization
'Keep the Good Smells Rollin'' cross-sell section detected in cart drawer when items present. Works well at cart level but no cross-sell is present on PDP itself — pre-cart AOV opportunity missed.
Missing (5)
Search & Discovery (Searchanise / Boost Commerce) Critical
Site Search & Navigation
📈 Product discovery +25–35%
Present on 9/10 top US men's grooming stores
Urgency / Social Proof (Provely / Fomo / Fera) Recommended
Conversion Optimization
📈 Cart-to-checkout rate +10–18%
Used by 7/10 top DTC grooming brands with limited edition products
PDP Cross-Sell / FBT (Rebuy / LimeSpot) Recommended
Product Recommendation
💰 AOV +10–30%
PDP cross-sell present on 9/10 top US beauty & personal care sites
UGC / Photo Review Activation (Okendo Photos or Stamped) Recommended
Visual Social Proof
📈 Purchase confidence +20–35%
Photo reviews used by 6/10 top US personal care DTC brands
Store Locator Widget (Stockist / Storemapper) Nice-to-have
Omnichannel Commerce
✨ Captures retail-intent visitors
In-store PDP CTA used by 4/10 top US grooming brands with retail presence
App Stack Assessment
Dr. Squatch's app ecosystem reflects a subscription-first, retention-focused strategy — Klaviyo, Postscript, Loyalty, and a custom subscription flow are all mature. The gaps are primarily in top-of-funnel discovery (no search), PDP conversion (no cross-sell, no sticky ATC), and checkout trust (no express buttons, no payment icons). These missing apps represent quick-win revenue opportunities rather than foundational rebuilds.
Confidential — Prepared for Dr. Squatch by Growisto | May 2026