Get in Touch Book Free Audit
OverviewScorecardHomepageShopProduct PageHow It Works, FAQ, About, CartDecisionsThe NumbersFindingsWhat's Next
Home/Projects/Backporch Naturals
Case Study · Outdoor living · mosquito control · United States

Backporch Naturals

Two listings and a pre-order link. A storefront that sells the system.

Backporch Naturals makes a plant-powered mosquito Station system: reusable Stations filled with water and one Pod a month, placed around the yard to kill developing mosquitoes before they fly. The Shopify store sold it as two listings — one Starter Kit and one 4-Pack of Pods — under an Indiegogo announcement bar, with the hero’s “Pre-Order” button and the product page’s “Pre-Order” link sending shoppers off-site to two different crowdfunding campaigns, a vendor line that still read “Mosgone”, and a claims-guide conflict in the first screen. The proposed storefront sells the system the way the offer doc describes it: three kit sizes as a coverage ladder with the 6-Station kit as the default, Pods as the repeat-purchase engine with per-Pod pricing, a free-shipping threshold that nudges up, and the pages the current site is missing — About, a four-category FAQ, a cart that earns the upsell — designed to be built as the Shopline theme.

Before · backporchnaturals.com After · storefront design
Track
Glow-Up+ Platform → Shopline
Stage
Design stage
Before
Shopify (Impact) + Mailchimp, Plerdy
After
Shopline · storefront design proposed
Scope
Storefront redesignCRO / UX auditShopify → Shopline migrationOffer & merchandising architecture
Status
Design proposed · awaiting the Shopline build
Audited
19 Aug 2026 · desktop 1440 / mobile 390 · Lighthouse 12.8
Where this project stands today. This is a proposal. The storefront design (v1) is live as a clickable prototype and has been through our own UX review; nothing is built on Shopline yet and the store is still selling on Shopify. Pricing in the design follows the merchant’s offer document, not the live store. Packaging shots for the 6- and 10-Station kits and the 12/20-Pod packs don’t exist yet, so those tiers lead with Station photography and a labelled placeholder. Every “After” panel below shows the design as proposed; the numbers measured on it are labelled prototype, and the outstanding items from our review are on the punch list.
Homepage · first screen
backporchnaturals.com — Indiegogo announcement bar, “Take back your yard”, and a Pre-Order button that leaves the site Proposed storefront — same headline, two on-site doors (Shop the Starter Kit · See how it works), a trust bar of approved claims
Before After · design
Before — backporchnaturals.com — Indiegogo announcement bar, “Take back your yard”, and a Pre-Order button that leaves the siteAfter — Proposed storefront — same headline, two on-site doors (Shop the Starter Kit · See how it works), a trust bar of approved claims
Measured, Not Estimated

The Numbers That Moved

2→6

Products in the shop. One Starter Kit and one 4-Pack of Pods become three kit sizes (2 / 6 / 10-Station) and three refill packs (4 / 12 / 20) — the same system, sold as a coverage ladder.

276→23

Requests to load the homepage, desktop. Shopify theme, Mailchimp, Plerdy and Shopify telemetry → the prototype’s own assets plus React and Google Fonts.

1,950→50

Total blocking time on the mobile homepage, Lighthouse 12.8 throttled. Third-party code — Plerdy, Mailchimp, Shopify telemetry — blocks the main thread for 2.2 s on the current site; the prototype has none of it.

8→3

Third-party hosts on the homepage. Four Shopify CDN/telemetry hosts, Mailchimp ×2 and Plerdy ×2 → unpkg, Google Fonts and the brand’s own photo CDN (to be self-hosted in the build).

CRO / UX Audit

The Audit at a Glance

Nine dimensions, scored 0–10. “After” scores the proposed design as it stands in the prototype — including the items our own review flags for the build (image pipeline, dialog semantics, SKU deep-links, placeholder packaging shots). Scores will move when the Shopline build lands.

DimensionBeforeAfterWhat we measured
First impression & focusWhat loads, what’s covered, what to click
5
7
Before: a clean Impact-theme hero — “Take back your yard”, no pop-up — but the announcement bar and the primary button both send the shopper to Indiegogo, and the three icons under the hero put “Safe Around Pets & People” in a headline the claims guide reserves for body copy. After: same headline, two on-site CTAs, a trust bar of approved lines. A merchant-requested email offer still opens at 3 s; our review recommends a static or exit trigger.
Navigation & IACan a customer always keep browsing?
4
8
Before: Shop · How to · Press · Contact; FAQ only in the footer; no About page; three URLs for the how-to page. After: Shop · How it works · Refill Pods · About · FAQs · Contact, search and cart in the header, a grouped footer with every product and support page. The search icon still opens the shop page — on the build list.
Merchandising & discoverySelling a two-SKU system like a range
3
8
Before: /collections/all with two products, no collections, a “Sale / Regular” price pair. After: six products in one grid with All / Starter Kits / Refills chips, “Most popular” on the 6-Station kit, “Best value” on the 10, per-pack Pod pricing and a coverage helper. Cards don’t yet deep-link to the chosen tier, and “Best seller” on a pre-launch refill needs the merchant’s call.
Product page conversionThe buy box and what surrounds it
4
7
Before: one variant, “Sale price $69 / Regular $99”, a Pre-Order link off-site, vendor line “Mosgone Mosquito Control Products”, five closed accordions, no reviews. After: 2 / 6 / 10-Station selector that swaps title, price and box contents in place; checkbox Pod upsells above the button; free shipping stated; four accordions; trust bar; review slot. Sticky bar pins from first paint and two tiers show a placeholder shot — both on the build list.
Trust & social proofWhy believe it
4
6
Before: “Our customers say it best” is three images of crowdfunding testimonials with a “Customer experiences vary” line; no reviews on the PDP; return policy mentioned, not linked. After: five PhD-led studies, tested species and reusable Station as the proof layer; About page with the founder story and the one-hour funding; clearly labelled review slots instead of borrowed testimonials. Legal links and a mailing address are still missing from the footer.
Mobile experienceWhere most of the traffic is
5
6
Before: the theme is responsive, but the mobile homepage scores 32 — 12.4 s LCP, 1,950 ms blocking — and the kit PDP 63; accordions do the work on the PDP. After: hamburger nav, sticky add-to-cart for the long PDP, chips that scroll, 50 ms blocking time; but 14.9 MB of imagery on the homepage and 22 MB on the kit PDP as served by the prototype — the first build item.
Brand consistencyDoes the store sound like the brand guide?
4
8
Before: “Mosgone” in the PDP vendor line and the social handles, a fire-emoji Indiegogo bar, “Family & Pet Safe” as a PDP headline, Montserrat throughout. After: Libre Baskerville + Montserrat per the guide, the core green/sage/cream palette, “Station” never “trap”, approved claim lines only, “Mosgone LLC” once for legal identification. Social handles still point at MosGone until the merchant migrates them.
Speed & technical healthRequests, hosts, blocking time
4
5
Before: 276 requests and 8 third-party hosts on the homepage; on mobile, Lighthouse 32 with a 12.4 s LCP and 1,950 ms of blocking time — third-party code (Plerdy, Mailchimp, Shopify telemetry) blocks the main thread for 2.2 s. After: 23 requests, 3 hosts, no trackers, 50 ms blocking time — but the prototype ships 1.7–6.5 MB PNGs for 44 px thumbnails, so its LCP is worse where the images are. The build fixes the prototype’s side; the tracker load was the current site’s.
AccessibilityMarkup, contrast, focus
6
5
Before: a stock theme with the usual Shopify baseline — skip link, labelled form fields, alt text on product images. After: the prototype has no lang attribute or meta description, selection controls without aria state, overlays that aren’t dialogs, a compare-at colour at ≈3.1:1. All are on the build list; none are design decisions.
OverallMean of 9 dimensions
4.3
6.7
2.3 points of measured improvement across the whole customer journey.
01 · Homepage

From a Pre-Order Bar to a Storefront That Sells the Kit

The current homepage is a competent stock-theme page whose two most prominent buttons leave the site: the announcement bar and the hero’s “Pre-Order” both go to Indiegogo — to two different campaigns. Under the hero, “Safe Around Pets & People When Used As Directed” sits in a headline the claims guide reserves for body copy. The proposal keeps what the merchant liked — the headline, the marquee, the hotspot “How does it work?”, the bento “What is the Station?” — and sells the kit on-site, in the brand’s type and palette.

Before

  • Announcement bar and hero CTA both go to Indiegogo — “🔥Get Super Early Bird Deal on Indiegogo NOW” and “Pre-Order”, each to a different campaign URL; only “Find Out More” stays on the site.
  • Three icon tiles: Plant-Derived Larvicide Power · Safe Around Pets & People When Used As Directed (as a headline) · Disrupts the Mosquito Lifecycle.
  • “Our products” shows the two listings with “Sale price $69.00 / Regular price $99.00”; “Our customers say it best” is three testimonial images with “Customer experiences vary.”
  • 276 requests, 1.9 MB, 8 third-party hosts (Shopify CDN/telemetry ×4, Mailchimp ×2, Plerdy ×2). No pop-up on load.

After

  • Same headline, on-site doors: “Take back your yard.” with “Shop the Starter Kit” and “See how it works”; promo bar carries the $175 free-shipping threshold instead of a crowdfunding link.
  • Trust bar of approved lines only: backed by five PhD-led studies · tested against Culex, Aedes & Anopheles · plant-derived clove & garlic oil · reusable, season after season.
  • “Pick the kit that fits your yard” — the three tiers with coverage copy and the 6-Station marked Most Popular; then the hotspot explorer, the bento section in brand green, a proof block, the coverage guide and labelled review slots.
  • 23 requests, 3 third-party hosts, no trackers. An email offer opens at 3 s (merchant brief) and leaves a persistent 10%-off tab — see the review note.
Full-page captures · scroll inside each frame · click to zoom
Beforebackporchnaturals.com
backporchnaturals.com
Before — backporchnaturals.com
Scroll · click to zoom

Captured as delivered, 19 Aug 2026. Shopify Impact theme; no overlay on load.

Afterbackporchnaturals-v1.powercommerce.com
backporchnaturals-v1.powercommerce.com
After · design — backporchnaturals-v1.powercommerce.com
Scroll · click to zoom

Prototype with the 3-second email offer dismissed; lifestyle photography is hot-linked from the current store’s CDN for the prototype only.

More pages from this section
Afterbackporchnaturals-v1.powercommerce.com — first visit
backporchnaturals-v1.powercommerce.com — first visit
After · design — backporchnaturals-v1.powercommerce.com — first visit
Scroll · click to zoom

As delivered on first visit: the merchant-requested email offer (10% off, “Get my code”). Our review recommends a static or exit trigger and proper dialog semantics before the build.

02 · Shop

From Two Listings to a Coverage Ladder

The Shopify catalogue is two products — a Starter Kit at $69 (regular $99) and a 4-Pack of Pods at $14.99 — with no collections, so “Shop” is /collections/all with two cards. The offer document describes a different business: three kit sizes priced as a ladder, the 6-Station kit as the default, Pods as the refill engine. The proposal builds the shop around that ladder.

Before

  • Two products, no collections. /collections/all; the only collection is the empty “frontpage”.
  • Cards: “Save $30.00 · Backporch Naturals Mosquito Starter Kit · Sale price $69.00 Regular price $99.00” and “4-Pack Mosquito Pods · Sale price $14.99”. The kit is two Stations and four Pods — the configuration the offer document prices at $89 as the entry tier.
  • No way to tell how many Stations a yard needs from the list, and nothing that says Pods are the part that runs out.

After

  • Six products in one grid with All / Starter Kits / Refills chips and a count: 2-Station $89 (Save $10) · 6-Station $179 (Most Popular) · 10-Station $269 (Whole yard) · Pods 4 / 12 / 20 at $19.99 / $39.99 / $62.99.
  • Coverage copy on every card (“a patio, a deck, or one corner of the yard” → “a typical yard” → “whole-yard coverage with a bonus 4-Pack”), and a coverage helper under the grid.
  • Open items from our review: cards open the default tier rather than the one clicked; the struck-through $267 / $445 are bundle-equivalent prices, not former prices — recommended wording “vs. $445 buying separately”; “Best seller” on a pre-launch refill is the merchant’s call.
Full-page captures · scroll inside each frame · click to zoom
Beforebackporchnaturals.com/collections/all
backporchnaturals.com/collections/all
Before — backporchnaturals.com/collections/all
Scroll · click to zoom
Afterbackporchnaturals-v1.powercommerce.com/shop
backporchnaturals-v1.powercommerce.com/shop
After · design — backporchnaturals-v1.powercommerce.com/shop
Scroll · click to zoom

Prototype; the 2-Station box art is the only approved packaging shot, so the larger kits lead with Station photography.

03 · Product Page

One Product Page, Three Kit Sizes, Pods in the Same Breath

The current Starter Kit page has one variant, a “Sale / Regular” price pair, a “Pre-Order” link that goes to Indiegogo next to a working “Add to cart”, a vendor line that reads “Mosgone Mosquito Control Products”, and five closed accordions. The proposal makes one page do the work of three: choose coverage, add Pods, see what’s in the box, buy — and gives the Pods their own page that explains how many a yard needs.

Before

  • Vendor line “Mosgone Mosquito Control Products” above the title; the brand rule is never to say MosGone publicly.
  • “Sale price $69.00 · Regular price $99.00 · Save $30.00”; quantity; Add to cart; More payment options; then “Pre-Order” linking to Indiegogo.
  • Accordions: How to use · Is it safe for my family & pets · How many Stations do I need · How many Pods per Station · Ingredients — all closed; no reviews; “Family & Pet Safe When Used as Directed” as a section headline lower down.
  • The product record itself carries no description — the copy lives in theme sections, which matters for a migration.

After

  • Choose your coverage: 2 / 6 / 10-Station as buttons that swap title, price, “what’s in the box” and imagery in place; 6-Station is the default and Most Popular.
  • Add refill Pods and stay covered: checkbox upsells (12-Pack $39.99, 4-Pack $19.99) above the button, priced against the kit; “Free US shipping included” on the 6 and 10; an upgrade nudge to the 10.
  • What’s in the box open by default; Shipping & returns · Setup & placement · Ingredients & directions closed; trust bar; feature spotlights; a four-step setup; a labelled review slot.
  • Pods page: 4 / 12 / 20-pack with the per-Pod price ($5.00 → $3.33 → $3.15), “How many Pods do I need?” and a link back to the kits. Build list: sticky bar visibility, placeholder shots on the 12/20-pack and 6-Station, per-Pod saving on every option.
Full-page captures · scroll inside each frame · click to zoom
Beforebackporchnaturals.com/products/starter-kit
backporchnaturals.com/products/starter-kit
Before — backporchnaturals.com/products/starter-kit
Scroll · click to zoom
Afterbackporchnaturals-v1.powercommerce.com/product
backporchnaturals-v1.powercommerce.com/product
After · design — backporchnaturals-v1.powercommerce.com/product
Scroll · click to zoom

Prototype on the default 6-Station tier; the “[Product shot needed]” note is real and on the punch list.

More pages from this section
Beforebackporchnaturals.com/products/4-pack-mosquito-pods
backporchnaturals.com/products/4-pack-mosquito-pods
Before — backporchnaturals.com/products/4-pack-mosquito-pods
Scroll · click to zoom
Afterbackporchnaturals-v1.powercommerce.com/pods
backporchnaturals-v1.powercommerce.com/pods
After · design — backporchnaturals-v1.powercommerce.com/pods
Scroll · click to zoom

Refill page: pack selector, per-Pod price, “how many Pods” helper.

04 · How It Works, FAQ, About, Cart

The Pages That Answer the Objections — and the Cart That Earns the Upsell

A product that asks people to place Stations around their yard lives or dies on the questions: how many, how far apart, how often, is it safe around the dog. The current site has a four-step how-to page, a 14-question FAQ in two groups and no About page at all. The proposal treats the explanation as merchandising: the same four steps as a scroll-pinned story, a 19-question FAQ in four categories with a sticky rail, an About page with the founder story and the standards, and a cart that carries the free-shipping bar and one Pod recommendation.

Before

  • How-to: four numbered steps and one video — reached by three different URLs (/pages/how-to-use-stations, /pages/how-to-use, /pages/how-to-use-mosgone-mosquito-control-system/).
  • FAQ: 14 questions in two groups (Purchasing · Station); linked from the footer only. No About page — “About Us” is a paragraph in the footer.
  • Cart: the stock theme cart; the return policy is mentioned in three places and linked from none.

After

  • How it works: the four steps with imagery that cross-fades as you scroll, then “Getting the most out of your Stations” — reset monthly, set a perimeter, placement rules.
  • FAQ: 19 questions in Purchasing · Your Stations · Placement · Pods & ingredients, sticky category rail, “Still have questions?” with email and chat for a year. About: “A family problem, then a product”, what we hold ourselves to, 518 backers in one hour.
  • Cart: free-shipping progress to $175, “Stay covered all season” (12-Pack) and “Step up: 10-Station Kit”, discount code, order summary, 30-day returns. Review items: a discount line in the summary, a working checkout handler, legal links and an address in the footer.
Full-page captures · scroll inside each frame · click to zoom
Beforebackporchnaturals.com/pages/how-to-use-stations
backporchnaturals.com/pages/how-to-use-stations
Before — backporchnaturals.com/pages/how-to-use-stations
Scroll · click to zoom
Afterbackporchnaturals-v1.powercommerce.com/how-it-works
backporchnaturals-v1.powercommerce.com/how-it-works
After · design — backporchnaturals-v1.powercommerce.com/how-it-works
Scroll · click to zoom
More pages from this section
Beforebackporchnaturals.com/pages/frequently-asked-questions
backporchnaturals.com/pages/frequently-asked-questions
Before — backporchnaturals.com/pages/frequently-asked-questions
Scroll · click to zoom
Afterbackporchnaturals-v1.powercommerce.com/faq
backporchnaturals-v1.powercommerce.com/faq
After · design — backporchnaturals-v1.powercommerce.com/faq
Scroll · click to zoom
Afterbackporchnaturals-v1.powercommerce.com/about
backporchnaturals-v1.powercommerce.com/about
After · design — backporchnaturals-v1.powercommerce.com/about
Scroll · click to zoom

New page — there is no About page on the current site.

Beforebackporchnaturals.com/cart
backporchnaturals.com/cart
Before — backporchnaturals.com/cart
Scroll · click to zoom
Afterbackporchnaturals-v1.powercommerce.com/cart
backporchnaturals-v1.powercommerce.com/cart
After · design — backporchnaturals-v1.powercommerce.com/cart
Scroll · click to zoom
Design Decisions

What Changes, and Why

The material changes between backporchnaturals.com and the proposed storefront, each with the reason behind it — the merchant’s offer document and brand guide, conversion, design, or the Uplift standard it answers to. This is the brief the Shopline build will follow.

Before — The hero sells here, not on Indiegogo
Before
After — The hero sells here, not on Indiegogo
After
Homepage

The hero sells here, not on Indiegogo

The Indiegogo announcement bar and the hero’s off-site “Pre-Order” become a free-shipping promo bar and two on-site CTAs — “Shop the Starter Kit” and “See how it works” — under the same “Take back your yard.” headline.

Why. A storefront whose primary button leaves the site trains shoppers to buy elsewhere. Standards say the primary action should be styled once and placed consistently, and that the homepage of a niche DTC site should put the core product and its proof in front of the visitor.
CRODesignUPLIFT-0730 · UPLIFT-1707 · UPLIFT-1708
Before — A trust bar of approved claims, in body-copy order
Before
After — A trust bar of approved claims, in body-copy order
After
Homepage

A trust bar of approved claims, in body-copy order

The three icon tiles (“Safe Around Pets & People When Used As Directed” as a headline) become a trust bar that uses only approved lines: five PhD-led studies, the three tested species, plant-derived clove and garlic oil, reusable Station. The safety line stays in body copy.

Why. The brand’s claims guide allows “safe around people and pets when used as directed” in body copy and never as a headline badge. Highlighting core product and brand features on the homepage is exactly what a niche DTC site should do — with the lines it is allowed to use.
BrandCROUPLIFT-1707 · UPLIFT-0238
Before — Six doors in the header, every page in the footer
Before
After — Six doors in the header, every page in the footer
After
Navigation

Six doors in the header, every page in the footer

Shop · How to · Press · Contact becomes Shop · How it works · Refill Pods · About · FAQs · Contact, with search and cart on the right. The footer groups Shop (every kit and the Pods), Support (FAQs, How it works, Press, Contact, Cart) and Company (About, Blog).

Why. Refills are the repeat purchase and deserve a first-level entry; FAQs and brand pages are where a new category earns belief. Standards for DTC sites call for comprehensive FAQs, supplementary brand and product-attribute pages, and footer links grouped into distinct sections.
CRODesignUPLIFT-1706 · UPLIFT-1775 · UPLIFT-0250 · UPLIFT-0303
Before — Two listings become a coverage ladder
Before
After — Two listings become a coverage ladder
After
Shop

Two listings become a coverage ladder

One kit and one Pod pack become 2 / 6 / 10-Station kits and 4 / 12 / 20 Pod packs in one grid, with All / Starter Kits / Refills chips, a product count, coverage copy on every card and the 6-Station marked Most Popular.

Why. The offer document’s pricing ladder only works if a shopper can see the rungs next to each other. Standards: show prices in every list item, use labels and badges selectively for genuinely distinct purchasing attributes, and show the total number of items.
CROUPLIFT-0452 · UPLIFT-0447 · UPLIFT-0531
Before — One PDP, three configurations, chosen in place
Before
After — One PDP, three configurations, chosen in place
After
Product page

One PDP, three configurations, chosen in place

A single-variant page with a “Sale / Regular” pair becomes a “Choose your coverage” selector — 2 / 6 / 10-Station as buttons that swap title, price, what’s in the box and imagery — with the 6-Station as default.

Why. Kit sizes are variations of one product, not three products; keeping the shopper on one page keeps context and the comparison. Standards: focus the buy section on essential options, use individual buttons for each variation, and keep core content across variations.
CRODesignUPLIFT-0789 · UPLIFT-0850 · UPLIFT-0848
Before — Pods above the button, priced against the kit
Before
After — Pods above the button, priced against the kit
After
Product page

Pods above the button, priced against the kit

Checkbox upsells — “Add a 12-Pack of Mosquito Pods $39.99”, “Add a 4-Pack $19.99” — sit above Add to cart, with “Free US shipping included” on the tiers that clear $175 and an upgrade nudge to the 10-Station kit.

Why. Pods are the repeat-purchase engine and the highest-intent add-on; a supplementary cross-sell belongs next to the buy decision, and free-shipping conditions should be visible by default near the buy section rather than discovered in the cart.
CROUPLIFT-0811 · UPLIFT-0836 · UPLIFT-0826
Before — Per-Pod pricing and “how many Pods do I need”
Before
After — Per-Pod pricing and “how many Pods do I need”
After
Refill page

Per-Pod pricing and “how many Pods do I need”

The 4-Pack page becomes a refill page with 4 / 12 / 20-pack as one selector, the per-Pod price under the selection ($5.00 → $3.33 → $3.15), a one-line sizing rule (one Pod per Station per month) and a link back to the kits.

Why. Multi-quantity items need a price per unit for the trade-up to be legible; the sizing rule turns a refill into a plan. Our review adds: show the per-Pod figure and the saving on every option at once.
CROUPLIFT-0817 · UPLIFT-0446 · UPLIFT-3260
Before — A cart that shows the threshold and one good next step
Before
After — A cart that shows the threshold and one good next step
After
Cart

A cart that shows the threshold and one good next step

The stock cart becomes a cart with a free-shipping progress bar to $175, “Stay covered all season” (12-Pack) and “Step up: 10-Station Kit” as the only recommendations, a discount code, the full order summary and 30-day returns stated. Adding from a PDP opens a drawer with the same bar and one Pod recommendation.

Why. Standards: integrate free-shipping information into the cart cost summary, adapt cross-sells strongly to the shopper’s context, and show the full order cost. Our review adds a discount line in the summary and a working checkout handler before the build.
CROUPLIFT-2320 · UPLIFT-0578 · UPLIFT-0732 · UPLIFT-1490
Before — Proof before promises; review slots instead of borrowed testimonials
Before
After — Proof before promises; review slots instead of borrowed testimonials
After
Trust

Proof before promises; review slots instead of borrowed testimonials

Crowdfunding testimonial images with a “Customer experiences vary” line give way to a proof layer — five PhD-led studies, tested species, reusable Station — an About page with the founder story and standards, and clearly labelled review slots to be filled with fresh, compliant reviews after launch.

Why. For a niche DTC product the research says reviews can be deprioritised in favour of expertise and proof; what must not happen is unverifiable social proof presented as reviews. The brand guide rules out Kickstarter/Indiegogo testimonials.
BrandCROUPLIFT-1709 · UPLIFT-0769 · UPLIFT-1775
Technical Health

Every Figure, Side by Side

Homepage unless stated. Desktop 1440px and mobile 390px, Chromium, 19 Aug 2026. Lighthouse 12.8, mobile preset unless stated. The prototype serves full-resolution PNG imagery — weight and LCP rows are the prototype as measured, not the build.

MetricBefore · backporchnaturals.com (Shopify)After · storefront design (prototype)
Requests27623
Third-party hostsBefore: Shopify CDN + telemetry ×4, Mailchimp ×2, Plerdy ×2. After: unpkg (React), Google Fonts, the brand’s current photo CDN (hot-linked for the prototype only).83
Tracking / session-replay vendors2 (Plerdy, Mailchimp)0
Page weight as servedPrototype PNGs at full resolution; first item on the build list (target < 400 KB imagery per page). Kit PDP: 1.8 MB → 22.2 MB.1.9 MB14.9 MB
Mobile LCP (homepage)Prototype LCP is imagery-bound; kit PDP 104 s as served — build list.12.4 s5.6 s
Mobile blocking time (homepage)Lighthouse: third-party code blocked the main thread for 2,230 ms on the current site.1,950 ms50 ms
Lighthouse best practices · mobile75100
Primary CTAs that leave the site2 (announcement bar, hero Pre-Order → Indiegogo)0
Overlays on first loadMerchant brief; our review recommends a static or exit trigger and dialog semantics.01 (email offer at 3 s, first visit)
Products in the shop26
Kit sizes · Pod pack sizes1 · 13 · 3
Per-Pod price shownNoYes ($5.00 → $3.15)
Free-shipping threshold shown—Promo bar · PDP · cart
Pages in the main nav46
About pageNoYes
FAQ14 questions · 2 groups19 questions · 4 categories
“Mosgone” on product pagesYes (vendor line)No (once in the footer as the legal entity)
Claims-guide conflicts in a headline2 (home tile, PDP section)0
Legal links in the footerBoth missing; launch blocker on the build list.00
Images without alt (homepage · kit PDP)Prototype PDP thumbnails and spotlights; build list.2 · 20 · 9
Lighthouse

Performance · Accessibility · Best Practices · SEO

Lighthouse 12.8, mobile preset, throttled. The current site’s mobile homepage scores 32 — a 12.4 s LCP and 1,950 ms of blocking time, most of it third-party code. The prototype has near-zero blocking time and full marks on best practices; its LCP is held back by full-resolution PNG imagery (the kit PDP takes 104 s to paint its largest image under mobile throttling) — the first item on the build list — and its SEO score is 50 by choice: the prototype is served noindex so a demo with placeholder reviews never gets indexed under the brand.

Homepage mobile

Performance
Before32
Design77
Accessibility
Before91
Design94
Best Practices
Before75
Design100
SEO
Before92
Design50

Shop mobile

Performance
Before78
Design74
Accessibility
Before91
Design91
Best Practices
Before75
Design100
SEO
Before92
Design58

Product page mobile

Performance
Before63
Design73
Accessibility
Before88
Design90
Best Practices
Before75
Design96
SEO
Before92
Design58

Homepage · desktop desktop

Performance
Before93
Design88
Accessibility
Before91
Design94
Best Practices
Before74
Design100
SEO
Before92
Design50
BeforeLive on Shopline (stock theme)New storefront design
Findings Register

20 Findings, Each With Evidence and a Fix

Everything we found on the current site, what we changed, and where each item stands today. Filter by severity or area.

SeverityFindingWhat we didAreaStatus
high The two most prominent buttons on the homepage leave the site
Announcement bar “🔥Get Super Early Bird Deal on Indiegogo NOW” → indiegogo.com/projects/mosgone-…; hero “Pre-Order” → a second campaign URL, indiegogo.com/…/backporch-naturals-disrupt-mosquito-lifecycle. Only “Find Out More” stays on the domain.
 Promo bar carries the $175 free-shipping threshold; hero CTAs are “Shop the Starter Kit” and “See how it works”. Home In the design
high “Safe Around Pets & People When Used As Directed” runs as a headline tile
Second of three icon tiles under the hero; repeated on the PDP as “Family & Pet Safe When Used as Directed”. The claims guide allows the safety line in body copy only and never as a headline or badge; “pet safe” is on the do-not-use list.
 Trust bar uses approved lines only (five PhD-led studies, tested species, plant-derived clove & garlic oil, reusable Station); the safety sentence stays in body copy and the ingredients accordion. Brand In the design
high The old company name is still on every product page
Vendor line “Mosgone Mosquito Control Products” above the title on /products/starter-kit and /products/4-pack-mosquito-pods (product.vendor in the store data); footer social links go to facebook.com/mosgone, twitter.com/mosgone, instagram.com/mosgoneofficial.
 No vendor line in the design; “Mosgone LLC” appears once, in the footer, for legal identification. Social handles migrate or come out before launch. Brand In the design · handles: client decision
high Four-item nav, FAQ in the footer only, no About page
Header: Shop · How to · Press · Contact. FAQs reachable from the footer; “About Us” is a paragraph in the footer, not a page. Refill Pods have no entry anywhere in the navigation.
 Shop · How it works · Refill Pods · About · FAQs · Contact, search and cart in the header; About page with the founder story and standards; footer grouped Shop / Support / Company. Navigation In the design
high Two products, no collections, no coverage choice
products.json: 2 products, 1 variant each — Starter Kit $69.00 (compare-at $99.00), 4-Pack Mosquito Pods $14.99; collections.json: “frontpage (0)”. Shop = /collections/all with two cards.
 Six products as a coverage ladder — 2 / 6 / 10-Station kits, 4 / 12 / 20 Pod packs — with chips, coverage copy and a Most Popular default, priced per the offer document. Shop In the design
high Two buying paths on one product page, one of them off-site
Starter Kit PDP: “Add to cart”, “Pay with PayPal”, “More payment options”, then a full-width “Pre-Order” button linking to Indiegogo.
 One add-to-cart that opens the cart drawer; no off-site purchase path. PDP In the design
medium One variant — the kit size a yard needs cannot be chosen
“Default Title” is the only variant; “What’s in the kit?” shows 2 Stations + 4 Pods. The FAQ answers “How many Stations do I need?” but the product cannot be bought in that quantity.
 “Choose your coverage” — 2 / 6 / 10-Station as buttons that swap title, price, box contents and imagery in place; kit tiers become variants of one product in the build. PDP In the design
medium Pods are not offered where the kit is bought
The 4-Pack appears only as a $14.99 card in “You may also like”; nothing on the kit page says one Pod per Station per month or how long the included Pods last.
 Checkbox Pod upsells above the button (12-Pack $39.99, 4-Pack $19.99); “what’s in the box” states the Pod count and duration; an upgrade nudge to the 10-Station kit. PDP In the design
medium Everything that answers an objection is behind a closed accordion
How to use · Is it safe for my family & pets · How many Stations do I need · How many Pods per Station · Ingredients — five closed accordions, no reviews, no trust line near the price.
 What’s in the box open by default; trust bar under the buy section; feature spotlights and a four-step setup on the page; a labelled review slot. PDP In the design
medium No per-Pod price or sizing rule on the refill page
/products/4-pack-mosquito-pods: “$14.99”, quantity, Add to cart, Pre-Order; the only pack size is four.
 Refill page with 4 / 12 / 20-pack, the per-Pod price ($5.00 → $3.33 → $3.15), “one Pod per Station per month” and a link back to the kits. Review note: show the per-Pod saving on every option at once. PDP In the design
low The product records carry no description
products.json body_html is empty for both products; the copy lives in theme sections (“What’s in the kit?”, “How does it work?”), which will not migrate with the catalogue.
 Move description, box contents and directions into product content so the Shopline import carries them; the theme renders them in the accordions. PDP Build list
medium Testimonials are images of crowdfunding quotes
“Our customers say it best” is three images with the line “Customer experiences vary. Backporch Naturals targets developing mosquitoes in station water.”; no reviews on either PDP.
 Proof layer (five PhD-led studies, tested species, 518 backers in one hour on the About page) and clearly labelled review slots to be filled with fresh, compliant reviews after launch. The brand guide rules out Kickstarter/Indiegogo testimonials. Trust In the design
medium Press coverage never reaches the pages that sell
/blogs/press lists Parade, Homes & Gardens, AAA and Everyday Health mentions; none appear on the homepage or product page.
 Press page with a featured post, a six-post grid and a media kit is in the design; an “as seen in” strip on the homepage and PDP is recommended for the build. Trust Recommended for the build
medium Return policy mentioned three times, linked nowhere; no legal links
Guarantee strip: “30 day returns. See our return policy for more details.” Footer links: Shop all, FAQs, Blog, Press, Contact Us — no Privacy, Terms, Returns or Shipping policy, no mailing address.
 Legal links and a mailing address in the footer; returns linked from the PDP accordion and the cart. The prototype’s footer is missing them too — on the build list as a launch blocker. Trust Build list
low The how-to page lives at three URLs
/pages/how-to-use-stations, /pages/how-to-use and /pages/how-to-use-mosgone-mosquito-control-system/ all resolve to the same page; the header links to one, the homepage to another.
 One URL in the build with 301s from the other two. Navigation Build list
medium A 14-question FAQ in two groups, with no placement category
“Purchasing FAQs” (5) and “Station FAQs” (9); placement and spacing questions sit inside the Station group; no search, no anchor rail.
 19 questions in Purchasing · Your Stations · Placement · Pods & ingredients with a sticky category rail and a contact CTA. Client decision: reconcile the 300 ft / 50 ft / corners placement guidance into one rule. Content In the design · guidance: client decision
low Stock cart: no threshold, no next step
/cart is the theme default — line items and checkout; the free-shipping threshold does not exist on the current store.
 Free-shipping progress to $175, one Pod recommendation and one step-up, discount code, full summary, 30-day returns; a cart drawer that opens on add. Cart In the design
medium 276 requests and two tracking vendors on every page
Homepage desktop: 276 requests, 1.9 MB, 8 third-party hosts — cdn.shopify.com, shop.app, two Shopify telemetry hosts, chimpstatic.com + mcjs.prd.a.intuit.com (Mailchimp), sapp.plerdy.com + a.plerdy.com (heat-maps, session replay, A/B loader). PDP: 292 requests, 10 hosts (adds PayPal, Shopify error analytics). Lighthouse mobile homepage: 32, LCP 12.4 s, TBT 1,950 ms — third-party code blocks the main thread for 2.2 s.
 23 requests and 3 hosts on the prototype homepage, no trackers; analytics to be added deliberately in the build. Tech In the design
high The prototype ships full-resolution PNGs
As served: homepage 14.9 MB, kit PDP 22.2 MB, shop 17.3 MB — 1.7–6.5 MB PNGs decoded for 44–80 px thumbnails; 0 of the homepage images carry loading or dimensions.
 WebP at three widths with srcset/sizes, lazy-load below the fold, explicit dimensions; target under 400 KB of imagery per page. Tech Build list
medium Prototype markup lacks the accessibility baseline the stock theme had
Prototype: no lang attribute, no meta description, tier/pack/accordion/menu controls without aria state, the pop-up and cart drawer are not dialogs (no focus trap, no Escape), compare-at colour #7d8a81 on white ≈ 3.1:1; 9 of 18 PDP images without alt. The Shopify theme passes these.
 All on the build list as theme requirements, none are design decisions: semantics, dialog pattern, contrast token, alt text, skip link, focus styles. Mobile Build list
Stated Plainly

What's Still in Progress

You should hear it from us rather than find it later. The punch list to launch, with owners.

1

Merchant sign-off on the v1 design and the offer ladder

Prices (2 / 6 / 10-Station at $89 / $179 / $269; Pods at $19.99 / $39.99 / $62.99), the $175 threshold, the 6-Station default, and whether the 3-second email offer stays or moves to an exit / second-page trigger as our review recommends.

Client decision
2

Reconcile the placement guidance

Three rules are live across the site — “every 300 feet”, “no closer than 50 feet”, “one in each corner plus the fence lines” — and the 2-Station kit’s patio positioning conflicts with the 50–75 ft rule. One rule that supports the coverage ladder, then the FAQ, how-it-works and PDP copy follow it.

Client decision
3

Pricing presentation and badges

Replace the struck-through $267 / $445 (bundle-equivalent, never selling prices) with “vs. $445 buying separately”; decide whether “Best seller” can sit on a refill before launch.

Client decision
4

Packaging and lifestyle photography

6- and 10-Station box shots and 12 / 20-Pod pack art to replace the labelled placeholders; final hosted lifestyle images to replace the CDN hot-links used in the prototype.

Client asset
5

Image pipeline

WebP at three widths with srcset and sizes, lazy-load below the fold, width/height on every image — the prototype serves 14.9 MB on the homepage and 22 MB on the kit PDP; target under 400 KB of imagery per page.

Build list
6

Accessibility and semantics

lang and meta descriptions, aria state on tier / pack / accordion / menu controls, dialog semantics for the pop-up and cart drawer, compare-at contrast, alt text, skip link and focus styles, scroll-padding for the sticky header.

Build list
7

Conversion details from our review

Shop cards deep-link to the clicked tier or pack; sticky add-to-cart appears only after the main button scrolls away and exists on the Pods page too; per-Pod saving visible on every option; a discount line and a working checkout in the cart; a search that searches.

Build list
8

Footer legal and handles

Privacy, Terms, Returns, Shipping and an accessibility statement; a mailing address before the email capture starts sending; migrate the Facebook / Instagram handles off MosGone or remove the links.

Client decision
9

Shopline build and cutover

Header and footer as global sections; kit tiers and Pod packs as variants of two products; cart drawer with the threshold bar; the scroll-pinned how-it-works; product copy moved into product content; redirects for the three how-to URLs; a reviews app for the slots; then point the pre-order traffic at the store.

Scheduled
Your Store Next

Want Your Storefront on This Page?

We audit before we quote: a full CRO / UX read of your current store, page by page, with every figure measured — then the plan to fix it.

Book Free Audit Get in Touch