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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 — then 44 notes from the merchant, and 42 of them shipped.

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 sells 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 reads “Mosgone”, and a claims-guide conflict in the first screen. The proposed storefront sells the system the way the offer document 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. That design then went to the merchant, came back with 38 threads of comments, and was rebuilt — the revision is what every “After” panel here shows.

Before · backporchnaturals.com Design v2 · current Design v1 · the reviewed version
Track
Glow-Up+ Platform → Shopline
Stage
Design stage
Before
Shopify (Impact) + Mailchimp, Plerdy
After
Shopline · storefront design, revision 2
Scope
Storefront redesignCRO / UX auditShopify → Shopline migrationOffer & merchandising architecture
Package
Glow-Up + 3.0 Theme · $1,799
Status
Design revised on merchant feedback · awaiting the Shopline build
Audited
24 Aug 2026 · desktop 1440 / mobile 390 · Lighthouse 12.8
Where this project stands today. This is still a proposal: nothing is built on Shopline yet and the store is still selling on Shopify. What changed since the last update is that the design has been through a full round with the merchant — 38 comment threads, 44 distinct asks, 42 of them shipped into the revision shown below. Two asks are not finished: one needs a platform decision, and one is a defect this audit found rather than the merchant. Eight more shipped as working mechanics running on placeholder art or data. All of them are named in the feedback round and carried onto the punch list. Pricing follows the merchant’s offer document, not the live store, and the free-shipping threshold moved from $175 to $150 in this revision. One correction to our own earlier numbers: the 19 Aug run reported the current site’s mobile homepage at Lighthouse 32 with 1,950 ms of blocking time. Re-measured four times on 24 Aug it lands at 70–74 with blocking time between 20 and 150 ms, on an unchanged page — 276 requests and 8 third-party hosts both times. The original figure was an outlier, and the numbers below are the re-measured ones.
Homepage · first screen
backporchnaturals.com — Indiegogo announcement bar, “Take back your yard”, and a Pre-Order button that leaves the site Design v2 — the same headline over a single on-site CTA (the merchant cut the second one) and a trust bar that now carries icons
Before After · design
Before — backporchnaturals.com — Indiegogo announcement bar, “Take back your yard”, and a Pre-Order button that leaves the siteAfter — Design v2 — the same headline over a single on-site CTA (the merchant cut the second one) and a trust bar that now carries icons
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 design’s own assets plus React and Google Fonts.

2→0

Primary buttons that send the shopper off-site. The announcement bar and the hero’s “Pre-Order” each go to a different Indiegogo campaign; the design sells on-site, and the merchant’s round cut the hero to a single button.

2→12

Theme settings the merchant can change without a developer. The feedback round is what created ten of them — the promo bar, the free-shipping and gift thresholds, the Pod upsell and all five trust badges are now switches, because that is how the asks were phrased.

CRO / UX Audit

The Audit at a Glance

Nine dimensions, scored 0–10. “After” is the current revision — the design as the merchant’s round left it, including the items this audit flags for the build. Where the round moved a score, the reason says which threads did it. Scores will move again when the Shopline build lands.

DimensionBeforeAfterWhat we measured
First impression & focusWhat loads, what’s covered, what to click
5
8
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: one headline, one on-site button, and a trust bar of approved lines on icons. The merchant’s round is what earned the extra point — #4 cut the second CTA, #5 the “Learn more”, #3 moved the eyebrow, #11 slowed the marquee to 60s at 70% opacity. Still opens an email offer at 3 s.
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 15-link grouped footer against the current site’s 5. The round added two more destinations — /blog split from /press (#38) and a /reviews page (#36) — so the design now carries 15 templates against v1’s 13. The search icon still opens a non-functional overlay in the prototype.
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 with All / Starter Kits / Refills chips, per-pack Pod pricing and a coverage helper. The round sharpened the homepage grid specifically: only the 6-Station is badged now rather than all four (#10), and on a phone the grid splits into two swipe rails (#29). Cards still do not deep-link to the tier or pack that was clicked.
Product page conversionThe buy box and what surrounds it
4
8
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: a 2 / 6 / 10-Station selector that swaps title, price, box contents and gallery in place. Nineteen of the 44 asks landed here — the quantity stepper is gone (#18), the Upgrade card steps one tier and hides at the top (#19), five trust badges sit under the button (#26), and the sticky bar is gated on an IntersectionObserver watching the real button (#23). The trade is length: 8,809px → 11,495px on a phone.
Trust & social proofWhy believe it
4
7
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: the proof layer, an About page, and two things the round added — a guarantee section carrying the merchant’s own copy (#39) and a reviews page with a distribution and filters (#36). It stops short of 8 because every review on the site is still sample data and the ingredients table’s Source column reads “To be confirmed”.
Mobile experienceWhere most of the traffic is
5
8
Before: the theme is responsive and the mobile homepage measures 70–74 in Lighthouse across four runs, with a 6.7–9.7 s LCP. After: this is where the round did its clearest work. Eight asks were mobile-only, and they are measurable — the homepage went 13,517px → 10,181px, the cart 2,703px → 1,995px, the press page 5,538px → 2,558px, and layout shift on the homepage fell from 0.057 to 0.003. The product page went the other way by design, and the sticky-ATC gating is what pays for it.
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. Unchanged by the round, and the MosGone social links are still in the footer.
Speed & technical healthRequests, hosts, blocking time
5
5
Before: 276 requests and 8 third-party hosts on the homepage, 299 and 10 on the product page, two tracking vendors on every page — but Lighthouse mobile lands at 70–74, not the 32 our 19 Aug run reported. After: 23 requests, 3 hosts, no trackers, best practices 100 — against 14.8 MB of unoptimised imagery on the homepage and 22.7 MB on the product page. The design trades third-party bloat for an image pipeline that has not been built yet, which is why this dimension does not move.
AccessibilityMarkup, contrast, focus
6
5
Before: a stock theme with the usual Shopify baseline — a lang attribute, a meta description, dialog roles on its overlays. After: the round improved one thing measurably — rebuilding the PDP accordions as structured data (#20, #22, #31) took that page from 0 elements carrying aria-expanded to 9. Everything else on the list is unchanged: no lang attribute, no meta description, no dialog semantics on the pop-up or cart drawer, a compare-at colour at ≈3.1:1. Both sites have zero images without an alt attribute — an earlier version of this table said otherwise, and it was counting decorative alt="" as missing.
OverallMean of 9 dimensions
4.4
7.2
2.8 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 design keeps what the merchant liked — the headline, the marquee, the hotspot explorer, the bento — and sells the kit on-site. Then the merchant’s round took a scalpel to it: seventeen of the 44 asks land on this page alone, and almost all of them subtract rather than add.

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

  • One door, not two: “Take back your yard.” over a single “Shop the Starter Kit” — the merchant cut the second CTA (#4), the “Learn more” under the feature cards (#5), and a fifth bento card (#30). The promo bar carries the free-shipping threshold instead of a crowdfunding link.
  • Trust bar of approved lines only — five PhD-led studies · the three tested species · plant-derived clove and garlic oil · reusable Station — now carried on icons (#6). On a phone the four claims share one grid cell and crossfade on an 8-second loop, which is what takes the band from four rows to one.
  • “Pick the kit that fits your yard” — three tiers with coverage copy, and only the 6-Station badged (#10). On a phone the grid splits into “Starter Kits” and “Refill Pods” swipe rails (#29); the hotspot explorer got a CTA and a staggered pulse on its markers (#12).
  • 23 requests, 3 third-party hosts, no trackers. On a phone the page is 13,517px → 10,181px tall after the round, and layout shift fell from 0.057 to 0.003. An email offer still opens at 3 s (merchant brief) — see the punch list.
Full-page captures · scroll inside each frame · click to zoom
Beforebackporchnaturals.com
backporchnaturals.com
Before — backporchnaturals.com
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Captured as delivered, 24 Aug 2026. Shopify Impact theme; no overlay on load.

Design v1backporchnaturals-v1.powercommerce.com
backporchnaturals-v1.powercommerce.com
Design v1 — backporchnaturals-v1.powercommerce.com
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Two hero CTAs, a text-only trust strip, five bento cards, a fast marquee. The version the merchant reviewed on 20–21 Aug, left deployed unchanged.

Design v2backporchnaturals.powercommerce.com
backporchnaturals.powercommerce.com
Design v2 — backporchnaturals.powercommerce.com
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After the round. Email offer dismissed for the capture; the mobile trust strip is pinned to its first claim so the shot is repeatable.

More pages from this section
Design v2backporchnaturals.powercommerce.com — first visit
backporchnaturals.powercommerce.com — first visit
Design v2 · first visit — backporchnaturals.powercommerce.com — first visit
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The 3-second email offer as a first-time visitor sees it. Unchanged by the round, and still on our punch list rather than the merchant’s.

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
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Captured as delivered, 24 Aug 2026. Shopify Impact theme; no overlay on load.

Design v2backporchnaturals.powercommerce.com/shop
backporchnaturals.powercommerce.com/shop
Design v2 — backporchnaturals.powercommerce.com/shop
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The one surface the merchant’s round barely touched — the two asks tagged “shop” (#10, #29) are about the homepage grid, not this page.

03 · Product Page

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

The current product page sells one variant with a “Sale / Regular” price pair, a Pre-Order link that leaves for Indiegogo, a vendor line reading “Mosgone Mosquito Control Products”, five closed accordions and no reviews. The design makes it one page with three configurations. This is also where the merchant concentrated: nineteen of the 44 asks are on this page, and they made it 34% longer on a phone — the one surface in the whole revision that grew.

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, box contents and now the gallery itself (#15), with the 6-Station as default. The quantity stepper is gone (#18) and the price row became a star rating linking to the reviews (#17).
  • Pod upsells sit above Add to cart behind a merchant switch (#16); the Upgrade card steps exactly one tier, 2 → 6 → 10, and disappears at the top (#19). Five trust badges under the button, each with its own on/off switch (#26).
  • Three sections the merchant asked for outright: the full setup guide compressed into an expand-for-more with an n / 4 counter (#22), a guarantee section carrying their copy verbatim (#39), and a full ingredients section with an actives table (#41).
  • The cost: on a phone the page went 8,809px → 11,495px. What keeps that honest is #23 — the sticky Add to cart now waits on an IntersectionObserver watching the real button, so it appears exactly when the button leaves the screen rather than at a guessed scroll offset.
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
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Captured as delivered, 24 Aug 2026. Shopify Impact theme; no overlay on load.

Design v1backporchnaturals-v1.powercommerce.com/product
backporchnaturals-v1.powercommerce.com/product
Design v1 — backporchnaturals-v1.powercommerce.com/product
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One shared gallery for the 6- and 10-Station tiers, a quantity stepper, no guarantee or ingredients section. The version the merchant reviewed on 20–21 Aug, left deployed unchanged.

Design v2backporchnaturals.powercommerce.com/product
backporchnaturals.powercommerce.com/product
Design v2 — backporchnaturals.powercommerce.com/product
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After nineteen asks. Two new full-width sections, a per-tier gallery, badges under the button — and 2,700px more page on a phone.

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
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Captured as delivered, 24 Aug 2026. Shopify Impact theme; no overlay on load.

Design v2backporchnaturals.powercommerce.com/pods
backporchnaturals.powercommerce.com/pods
Design v2 — backporchnaturals.powercommerce.com/pods
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The refill page — per-Pod pricing and the sizing rule. Untouched by the round.

04 · Cart

The Bug the Merchant Caught, Reproduced and Fixed

One of the 44 asks was not a preference — it was a defect. Thread #24: “If the customer selected 12 pack, we shouldn’t suggest a 12-pack then.” The v1 cart recommended from a fixed list, so it offered you back the thing you had just bought, and it showed recommendations on an empty cart. Both frames below are the merchant’s exact basket — a 6-Station Kit and a 12-Pack, $218.99 — seeded and re-captured so the fix is visible rather than asserted.

Before

  • The current Shopify cart is the stock theme: line items, a note field, checkout. No free-shipping progress, no recommendations, no returns statement.
  • Free shipping is not mentioned anywhere in the cart, so the threshold does no work at the moment it would.

After

  • v1, with the merchant’s basket: the “Stay covered all season” block offers a 12-Pack at $39.99 — already in the cart — plus a step-up kit. On an empty cart it offered both anyway.
  • v2, same basket: the 12-Pack is gone and the block offers the 20-Pack at $62.99. Recommendations are derived from cart contents, and on an empty cart the block does not render at all.
  • The reward meter now takes a list of checkpoints rather than one hard-coded threshold (#34), and free shipping moved from $175 to $150.
  • What this audit found that the merchant did not: the second checkpoint is configured at $250 for 10% off, and it drives the bar — on $218.99 the fill stops at 88% — but nothing labels it. The shopper sees an unfinished meter reading only “Free US shipping unlocked ✓”, with no way to learn what the last 12% earns.
Full-page captures · scroll inside each frame · click to zoom
Beforebackporchnaturals.com/cart
backporchnaturals.com/cart
Before — backporchnaturals.com/cart
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Captured as delivered, 24 Aug 2026. Shopify Impact theme; no overlay on load.

Design v1backporchnaturals-v1.powercommerce.com/cart
backporchnaturals-v1.powercommerce.com/cart
Design v1 — backporchnaturals-v1.powercommerce.com/cart
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Seeded with a 6-Station Kit + 12-Pack. The recommendation is the 12-Pack already in the basket — the bug in thread #24. Meter fills to 100%.

Design v2backporchnaturals.powercommerce.com/cart
backporchnaturals.powercommerce.com/cart
Design v2 — backporchnaturals.powercommerce.com/cart
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Same basket. The recommendation is the 20-Pack. The meter stops at 88% because a second checkpoint exists at $250 — but it has no label.

05 · Content Pages

The Pages That Answer the Objections — and Two the Merchant Asked to Split Out

The current site answers “how many, how far apart, how often” across three how-to URLs, a 14-question FAQ and no About page at all. The design gives each question a home. The merchant’s round then split two more out: Press and Blog were one page and had to become two (#38), and reviews needed a page of their own rather than a homepage strip (#36).

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 as a scroll-pinned walkthrough, a 19-question FAQ in four categories, and an About page with the founder story and the standards behind the claims.
  • Two new templates from the round: /blog takes the featured post and grid, /press keeps coverage and the media kit (#38). On a phone the press page dropped from 5,538px to 2,558px once the blog moved out of it.
  • A /reviews page with the rating distribution, filters and the full list (#36) — still running on sample data until the reviews app is chosen.
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
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Captured as delivered, 24 Aug 2026. Shopify Impact theme; no overlay on load.

Design v2backporchnaturals.powercommerce.com/how-it-works
backporchnaturals.powercommerce.com/how-it-works
Design v2 — backporchnaturals.powercommerce.com/how-it-works
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Unchanged by the round — none of the 38 threads touched this page.

More pages from this section
Beforebackporchnaturals.com/pages/frequently-asked-questions
backporchnaturals.com/pages/frequently-asked-questions
Before — backporchnaturals.com/pages/frequently-asked-questions
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Captured as delivered, 24 Aug 2026. Shopify Impact theme; no overlay on load.

Design v2backporchnaturals.powercommerce.com/faq
backporchnaturals.powercommerce.com/faq
Design v2 — backporchnaturals.powercommerce.com/faq
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19 questions in four categories.

Design v2backporchnaturals.powercommerce.com/about
backporchnaturals.powercommerce.com/about
Design v2 — backporchnaturals.powercommerce.com/about
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The About page the current site does not have.

Design v2backporchnaturals.powercommerce.com/blog
backporchnaturals.powercommerce.com/blog
Design v2 · new — backporchnaturals.powercommerce.com/blog
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New in v2 — thread #38 split Blog out of Press.

Design v2backporchnaturals.powercommerce.com/reviews
backporchnaturals.powercommerce.com/reviews
Design v2 · new — backporchnaturals.powercommerce.com/reviews
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New in v2 — thread #36. Sample data until the reviews app is chosen.

Design v2backporchnaturals.powercommerce.com/press
backporchnaturals.powercommerce.com/press
Design v2 — backporchnaturals.powercommerce.com/press
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What is left of Press once the blog moved out.

Merchant Feedback

38 Threads, 44 Asks, 42 Shipped

On 20–21 August the merchant went through the v1 design comment by comment. Every thread is below, with what was asked, what actually shipped, and — where it applies — what is still missing. Six threads carry two separate asks, which is why 38 threads come to 44 items. This is the whole list rather than the flattering half: two are not finished, eight shipped as working mechanics waiting on final art or data, and one went the other way — we pushed back and the merchant’s reference won. Each “what shipped” line was re-tested against the live revision, not copied from the build notes; where the two disagreed, the row says what the page actually does.

38 comment threads44 distinct asks42 shipped2 not finished8 shipped on placeholder art or data2 → 12 merchant-editable settings
Before · the reviewed v1 · the revision. Full-page captures — scroll inside each frame, click to zoom.
Beforebackporchnaturals.com
backporchnaturals.com
Before — backporchnaturals.com
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The live Shopify store, captured 24 Aug 2026.

Design v1backporchnaturals-v1.powercommerce.com
backporchnaturals-v1.powercommerce.com
Design v1 — backporchnaturals-v1.powercommerce.com
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The version the merchant commented on, left deployed and unchanged so the two can be read side by side. Two hero CTAs, a text-only trust strip, five bento cards, a fast marquee.

Design v2backporchnaturals.powercommerce.com
backporchnaturals.powercommerce.com
Design v2 — backporchnaturals.powercommerce.com
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After the round: one hero CTA, icons on the trust strip, four bento cards in a 2×2, a quieter marquee, a shoppable hotspot, and a reviews page of its own. On a phone the homepage is 13,517px → 10,181px tall.

ThreadWhat the merchant asked forWhat shippedSurfaceStatus
#9 Make the free-shipping bar sticky
“Free shipping bar to be sticky”
 The promo bar moved out of <header> into its own fixed element, so it holds at the top while the nav retracts behind it. On/off, sticky-or-not and the text itself are theme settings rather than markup. Header & footer Shipped
#37 The footer is too tall on mobile
“on mobile, footer is too high”
 The guarantee band goes three-across, icon over title with the bodies hidden; link columns go 2-up; paddings tighten. Roughly halves the footer on a phone. Header & footer Shipped
#38 Press and Blog should be separate pages
“Press and Blogs should be different pages”
 A new /blog takes the featured post and the grid; /press keeps the coverage and the media kit. The footer’s “Blog” now points at /blog instead of the press page. Content pages Shipped
#3 Move the hero eyebrow below the paragraph
“Move it to the paragraph below. No need to have it above the title”
 The eyebrow now sits under the paragraph, above the CTA. Homepage Shipped
#4 One hero CTA is enough
“Remove the button. One CTA is enough”
 “See how it works” is gone from the hero — it ships a single “Shop the Starter Kit”. Homepage Shipped
#5 Remove the “Learn more” button under the feature cards
“Remove the button”
 Removed. Homepage Shipped
#6 Use icons instead of text on the trust strip
“Add icons instead of the text”
 Icon over a two-line label, four across on desktop. On a phone the four share one grid cell and crossfade on an 8-second loop — two seconds each, fades overlapping so the band never goes blank — which collapses it from four rows to one. Pure CSS, no JavaScript. Homepage Shipped · art pending
#7 The three cards need to be swipeable on mobile
“On mobile, these 3 cards need to be swipeable.”
 A snap rail with the next card peeking, plus dot indicators. Homepage Shipped
#8 “Learn more” should go to the product page
“Redirect to PDP”
 It goes to /product and reads “Shop the Starter Kit”. Homepage Shipped
#10 Highlight one product instead of tagging all of them
“Add a highlight for one of the products, instead of all of them having a tag.”
 Only the 6-Station Kit is badged, and it carries a heavier border and a lift. The other three lost their tags. Homepage Shipped
#11 Make the marquee more discreet and slower
“We can keep it, but it needs to be a little more discreet, and slower”
 26s → 60s, type roughly halved, 70% opacity, tighter band. (The first ask was to remove it; the merchant revised that the next morning.) Homepage Shipped
#12a Add a “Shop now” CTA on the hotspot image
“Add CTA - Shop now”
 Overlaid on the image, out to the right of the Station and clear of every marker and overlay-card position. On a phone the image is too narrow for that — anywhere inside it lands on a marker — so the CTA drops below as a full-width button. Homepage Shipped
#12b Pulse the hotspot markers so people know to click them
“add kind of pulse animation so user can click to the plus buttons”
 Every marker except the currently open one keeps pulsing, and the CTA pulses too — all four staggered on the same 2.4s rhythm so they ripple rather than fire together. Homepage Shipped
#13 Add a CTA to the proof section
“CTA - redirecting to product page”
 “Shop the Starter Kit” under the stat grid. Homepage Shipped
#14a Add imagery to the coverage section
“Add images to this section”
 A yard photograph now sits behind the whole section. Homepage Shipped · art pending
#14b “6 Stations” is out of line with the other card titles because of “Most popular”
“Add most popular as a tag or highlight it differently”
 “Most popular” moved from the eyebrow to a chip beside the heading, so all three card titles line up again. Homepage Shipped
#28 The “30 days” badge covers the product image on mobile — keep desktop as it is
“The client likes it on the desktop, so we shouldn’t change it on desktop.”
 The badge drops below the image on a phone. The desktop overlap the merchant liked is untouched. Homepage Shipped
#29 Two product rows on mobile — Station kits and Pods
“2 rows of the products on mobile - station kits and pods”
 Splits into “Starter Kits” and “Refill Pods” rails at about 82% card width, so the next card peeks and the swipe is discoverable. Homepage Shipped
#30 Drop the “How it works” card and keep four bento cards
“Remove how it works, keep 4 cards (Pollinator-conscious design + image and Who are we + image)”
 The bento is four cards in a clean 2×2, each text card paired with its image; what the fifth card explained is now a “See how it works” link to the PDP. On a phone the two images sit side by side as squares — a fixed height made them tall portrait crops — and the text cards drop their 320px floor. Homepage Shipped
#36 Reviews should get their own page
“should redirect to separate page for reviews”
 A new /reviews with the rating distribution, filters and the full list. Homepage Shipped · sample data
#15 Choosing a tier should change the images
“Selection changes the images”
 Each tier now has its own image list and lead image, and picking a tier resets the gallery to it. The 2-Station tier leads with its real box shot. The 6- and 10-Station boxes still do not exist, so those two tiers draw the same four Station photos in a different order — and the gallery keeps saying so, with the “[Product shot needed: 6-Station box — pending packaging asset]” label carried over from v1. Product page Shipped · box shots pending
#16 Add an enable/disable option for the upsell section
“Add an option to enable/disable upsell section”
 A showPodUpsell theme setting. Product page Shipped
#17 Remove the price, add reviews
“Remove the price add reviews”
 The price row became a star rating and review count linking to #reviews. The price still appears on each tier and on the Add to cart button, so nothing is hidden at the decision. Product page Shipped
#18 Remove the quantity selector — the options are the quantity
“Remove qty selector, since we have the options”
 Gone from the buy box and from the sticky bar; the per-line quantity multiplier came out of the total with it. Product page Shipped
#19 The Upgrade button should step one tier: 2 → 6, 6 → 10
“if 2 station is selected, select the 6, if 6 is selected select 10”
 It steps 2 → 6 → 10 with tier-specific copy and a matching thumbnail, and the card hides altogether on the top tier. Product page Shipped
#20 Bold the shipping and ingredient labels
“Bold some of the text - “Free shipping” “Active ingredients:” “Estimated delivery””
 The accordion bodies stopped being prose and became structured data, so Free shipping, Estimated delivery: and Returns: render as real labels rather than bolded substrings. Product page Shipped
#21a A big yard visual on the product page
“Visual, big image of the yard”
 “Your yard, yours again” is now a full-bleed yard photograph with white type. Product page Shipped · art pending
#21b Visuals for the three text sections
“Possibly add visuals for 3 text sections”
 The three-up band gets icons in place of its rule lines. Product page Shipped
#22 Put the full setup guide on the PDP instead of linking away — but compress it
“I think we want the full setup guide… just in a way that takes up much less space”
 Built to the client’s Aug-21 spec: expand-for-more with a +, the image swaps to whichever step is open, step numbers to the left, and an n / 4 counter on the image. Product page Shipped
#23a Only show the sticky Add to cart once the real button is out of view
“Show the sticky ATC bar when the main CTA is not visible.”
 An IntersectionObserver on the actual Add to cart button — the bar appears only once that button leaves the viewport, rather than at a guessed scroll offset. Product page Shipped
#23b The sticky bar’s contents overlap on mobile
“On mobile, the content on the bar gets overlapped when scrolling”
 On a phone the bar drops to image + price + CTA, so the contents stop colliding. Product page Shipped
#26 Add trust badges below Add to cart — 30-day guarantee, fast shipping, live support
“Make this more obvious. Add trust badges below the ATC”
 Five slots, each with its own image, a two-line label and its own on/off switch, plus a switch for the whole row — the merchant’s three plus Secure Checkout and Hassle-free Returns. All theme settings, so the merchant can swap the art without a developer. Product page Shipped
#27 Move the breadcrumbs above the title on mobile
“The goal is to get tho the images, product as soon as possible.”
 On a phone they sit below the gallery and above the title. Desktop is unchanged. Product page Shipped
#31 Give ingredients their own section
“Have a separate section for ingredients. Similar to current What’s in the box, Shipping…”
 Split out of “Ingredients & directions”; directions now have a row of their own. Product page Shipped
#32 Add images representing the box contents
“client’s suggestion is attached. They added images on Upgrade card as well”
 A count chip, thumbnail and label per line, matching the client’s mock. The Upgrade card got the same treatment. (This one started as a pushback and was reversed when the merchant sent the reference.) Product page Shipped
#33 Set the setup copy as a list
“Add as a list”
 Three bullets instead of one run-on sentence. Product page Shipped
#39 Add a guarantee section
“We didn’t just make another mosquito product…”
 A new section carrying the merchant’s copy verbatim, three trust items and a money-back seal. Product page Shipped · art pending
#40 Add an ingredients table the merchant can fill out
“Add ingredients table they can fill out. Attached example”
 An Actives / Percent / Source table in the accordion, plus an Inactives line. The two known actives are in — clove oil 1.47%, garlic oil 0.38% — but Source renders “To be confirmed” and the inactives line is a placeholder, because the reference screenshot is another brand’s panel: it lists cedarwood, sesame and SLS and says “clove-free”, which contradicts this product. Product page Shipped · data pending
#41 Add a full Ingredients section with visuals
“Add new section: Ingredients. Include some visuals”
 A new full-width section with visuals and the same table — so it carries the same pending figures. Product page Shipped · data pending
#24 Fix the upsell logic — don’t offer what is already in the cart
“If the customer selected 12 pack, we shouldn’t suggest a 12-pack then.”
 Recommendations are now derived from cart contents. Re-tested with the merchant’s exact basket: a 6-Station Kit plus a 12-Pack. v1 offered the 12-Pack back at $39.99; v2 offers the 20-Pack at $62.99. An empty cart, which v1 filled with two recommendations, now shows the block not at all. Cart Shipped
#34a A free-shipping checkpoint on the cart meter
“Free shipping checkpoint”
 The meter renders one marker per configured checkpoint rather than hard-coded geometry, and the threshold dropped from $175 to $150 in the same pass. Cart Shipped
#34b A gift checkpoint on the same meter
“gift card checkpoint”
 Built and switched on — giftThreshold $250, giftLabel “10% off” — but it renders no label. On a $218.99 basket the bar fills to 88% and the only text is “Free US shipping unlocked ✓”, so the shopper sees an unfinished meter with nothing saying what the last 12% earns. The mechanic is right; the message is missing. (v1’s single-checkpoint bar filled to 100% on the same basket.) Cart Fix needed
#35a Discounts on the cart
“Discounts and subscriptions on the cart”
 The discount-code field on the cart page works and applies to the order summary. Cart Shipped
#35b Subscriptions on the cart
“Discounts and subscriptions on the cart”
 Not built. It needs a Shopline subscriptions app and an offer structure — subscribe-and-save percentage, cadence, and which SKUs. Pods are the natural subscription SKU, since one Pod per Station per month is already the sizing rule the whole ladder is built on. Cart Platform decision
What the round did not touch. The compliance and legal punch list is the same as it was before it: the footer still carries no Privacy, Terms, Returns or Shipping link; the social links still point at facebook.com/mosgone and instagram.com/mosgoneofficial; the struck-through $267 and $445 are bundle-equivalents rather than prices anything ever sold for; and three placement rules — “every 300 feet”, “no closer than 50 feet”, “one in each corner plus the fence lines” — are still live across the site at once. None of that was in the 38 threads, which is why it is on our punch list rather than in this table.
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. Every “after” shot is the current revision. 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 a single on-site CTA — “Shop the Starter Kit” — under the same “Take back your yard.” headline. The design first shipped two buttons; the merchant’s round cut it to one (#4).

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. After the merchant’s round each line carries an icon (#6), and on a phone the four crossfade in a single row rather than stacking four deep.

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 reward meter, recommendations, a discount code, the full order summary and 30-day returns stated. The merchant’s round rewrote the recommendation rules (#24) so nothing already in the basket is offered back, turned the meter into a list of checkpoints (#34), and the threshold moved from $175 to $150.

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, 24 Aug 2026 — every column re-measured on the same day so the three are comparable. Lighthouse 12.8, mobile preset unless stated. The design serves full-resolution PNG imagery, so weight and LCP rows are the prototype as measured, not the build.

MetricBefore · backporchnaturals.comDesign v1 · what the merchant reviewedDesign v2 · current
Requests2762323
Third-party hostsBefore: Shopify CDN + telemetry ×4, Mailchimp ×2, Plerdy ×2. Design: unpkg (React), Google Fonts, the brand’s current photo CDN (hot-linked for the demo).833
Tracking / session-replay vendors2 (Plerdy, Mailchimp)00
Page weight as servedPrototype PNGs at full resolution — first item on the build list (target under 400 KB of imagery per page). Product page: 1.9 MB → 22.1 MB → 22.7 MB.1.9 MB14.9 MB14.8 MB
Lighthouse performance · mobileSingle runs. Re-run four times each, the current site lands 70–74 and the revision 75–81 — the spread is wider than the gap, so read this as “comparable”, not as a win.727781
Mobile LCP (homepage)Prototype LCP is imagery-bound; the product page is 104–108 s as served under mobile throttling — build list.6.8 s5.6 s4.8 s
Mobile layout shift (CLS)The round fixed this: the trust strip stopped reflowing and the bento images got a fixed aspect ratio.00.0570.003
Lighthouse best practices · mobile75100100
Primary CTAs that leave the site2 (announcement bar, hero Pre-Order → Indiegogo)00
Buttons in the heroThread #4 — “Remove the button. One CTA is enough.”221
Mobile homepage heightThe current site is short because it is thin — two products, no About. The v1 → v2 drop is the round’s mobile asks (#6, #7, #29, #30, #37).6,407px13,517px10,181px
Mobile product-page heightThe one page the round made longer, on purpose: the full setup guide (#22), a guarantee section (#39) and an ingredients section (#41).5,649px8,809px11,495px
Overlays on first loadMerchant brief; our review recommends a static or exit trigger and dialog semantics. Not raised in the merchant’s round.01 (email offer at 3 s)1 (email offer at 3 s)
Products in the shop266
Templates in the design/blog (#38) and /reviews (#36).—1315
Merchant-editable theme settingsSeveral asks were phrased as “add an enable/disable option”, so they shipped as settings: promo bar ×3, cart thresholds ×4, Pod upsell, trust badges ×2.—212
Cart recommends an item already in the cartRe-tested with the merchant’s basket: 6-Station Kit + 12-Pack, $218.99.— (no recommendations)YesNo
Free-shipping threshold shown—Promo bar · PDP · cart ($175)Promo bar · PDP · cart ($150)
Per-Pod price shownNoYes ($5.00 → $3.15)Yes ($5.00 → $3.15)
Pages in the main nav466
Links in the footer51515
FAQ14 questions · 2 groups19 questions · 4 categories19 questions · 4 categories
“Mosgone” on product pagesYes (vendor line)No (footer legal entity only)No (footer legal entity only)
Claims-guide conflicts in a headline2 (home tile, PDP section)00
Legal links in the footerAll three missing; launch blocker, and not something the merchant’s round raised.000
PDP elements carrying aria-expandedRebuilding the accordions as structured data for #20 / #22 / #31 restored the semantics v1 had dropped.809
lang attribute · meta descriptionBuild list.Yes · YesNo · NoNo · No
Images without an alt attributeCorrected. An earlier version of this table read “2 · 2 → 0 · 9” because the capture script counted decorative alt="" as missing; a img:not([alt]) probe returns zero on all three.000
Lighthouse

Performance · Accessibility · Best Practices · SEO

Lighthouse 12.8, mobile preset, throttled, all three measured on the same day. Read the performance bars with care: run to run, the current site’s mobile homepage moves between 70 and 74 and the revision between 75 and 81, so the spread is about as wide as the gap. The durable differences are elsewhere — best practices 75 → 100 (no third-party cookies, no console errors), and layout shift on the mobile homepage down to 0.003 after the feedback round. The design’s LCP is held back by full-resolution PNG imagery — the product page takes over 100 s to paint its largest image under mobile throttling — which is the first item on the build list. Its SEO score is capped by choice: both prototypes are served X-Robots-Tag: noindex so a demo with placeholder reviews never gets indexed under the brand.

Homepage mobile

Performance
Before72
v177
v281
Accessibility
Before91
v194
v294
Best Practices
Before75
v1100
v2100
SEO
Before92
v150
v254

Shop mobile

Performance
Before77
v174
v275
Accessibility
Before91
v191
v291
Best Practices
Before75
v1100
v296
SEO
Before92
v158
v254

Product page mobile

Performance
Before68
v173
v268
Accessibility
Before88
v190
v291
Best Practices
Before75
v196
v2100
SEO
Before92
v158
v254

Homepage · desktop desktop

Performance
Before92
v188
v290
Accessibility
Before91
v194
v294
Best Practices
Before74
v1100
v2100
SEO
Before92
v150
v254
Before · backporchnaturals.comDesign v1 · reviewed 20–21 AugDesign v2 · current
Findings Register

23 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 276 requests / 8 third-party hosts; product page 299 / 10. Plerdy (session replay) and Mailchimp load on every page. Lighthouse mobile 70–74 over four runs — mediocre rather than broken.
 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
14.8 MB of imagery on the homepage and 22.7 MB on the product page, unchanged by the feedback round. Mobile LCP on the product page exceeds 100 s under throttling.
 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
No lang attribute, no meta description, no dialog semantics on the pop-up or cart drawer, compare-at colour ≈3.1:1. The round improved one part of this without being asked to: the PDP went from 0 to 9 elements carrying aria-expanded when the accordions were rebuilt as structured data.
 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
medium The cart’s second reward checkpoint is silent
giftThreshold is set to $250 for 10% off and drives the meter — on a $218.99 basket the bar fills to 88% — but nothing labels it. The only text is “Free US shipping unlocked ✓”, so the shopper sees an unfinished bar with no way to learn what the remaining 12% earns. v1’s single-checkpoint bar filled to 100% on the same basket.
 Label the second checkpoint on the meter and add the “$31 away from 10% off” line, or switch giftThreshold off until the offer is decided. Cart Build list
low The product page grew 31% on a phone in one round
8,809px → 11,495px after the full setup guide (#22), guarantee section (#39) and ingredients section (#41) were added at the merchant’s request. Every other template got shorter.
 Shipped with the sticky add-to-cart gated on the real button (#23) so the buy action stays reachable; worth re-checking against scroll depth once there is traffic. PDP In the design
low Our own 19 Aug performance figure for the current site was an outlier
The first audit reported the mobile homepage at Lighthouse 32 with 1,950 ms of blocking time. Four re-runs on 24 Aug give 70–74 and 20–150 ms on an identical page (276 requests, 8 third-party hosts both times).
 Figures on this page are the re-measured ones, and performance rows now state their run-to-run spread rather than a single number. Tech Corrected
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 revision

The 44 asks are answered; what is needed now is confirmation that the answers are right — particularly the compressed setup guide (#22), the box-contents visuals (#32) we initially pushed back on, and whether the 3-second email offer stays or moves to an exit trigger as our review recommends.

Client decision
2

The second cart checkpoint

It is configured at $250 for 10% off and it already shortens the progress bar, but it renders no label — so the meter reads as unfinished. Decide the threshold and the reward, then label it; or switch it off until then.

Client decision · then build
3

Subscriptions on the cart

The one ask from the round that is not built (#35). Needs a Shopline subscriptions app and an offer structure — subscribe-and-save percentage, cadence, and which SKUs. Pods are the natural subscription SKU, since one Pod per Station per month is the sizing rule the whole ladder rests on.

Platform decision
4

The real ingredients data

The table and section shipped (#40, #41) with clove oil 1.47% and garlic oil 0.38% in place, but Source reads “To be confirmed” and the inactives line is a placeholder. The client’s reference screenshot is another brand’s panel — it lists cedarwood, sesame and SLS and says “clove-free”, which contradicts this product. Needs the real figures and a Claims & Creative Compliance check.

Client asset · claims review
5

The art the round is waiting on

Trust-strip icons (#6, the set is in the shared Drive folder), the money-back seal (#39), a purpose-shot yard image (#21) and the coverage-section background (#14), plus 6- and 10-Station box shots and 12 / 20-Pod pack art. Until the box shots exist, those two tiers show Station photography behind a “[Product shot needed]” label.

Client asset · design
6

Reviews app and content

The /reviews page (#36) and every review on the site run on sample data. Which app is installed decides whether that page stays a template or becomes a redirect to the app’s route.

Platform decision
7

Reconcile the placement guidance

Untouched by the round and still contradictory: “every 300 feet”, “no closer than 50 feet” and “one in each corner plus the fence lines” are all live, and the 2-Station kit’s patio positioning conflicts with the 50–75 ft rule. One rule that supports the coverage ladder, then applied everywhere.

Client decision
8

Pricing presentation and badges

Replace the struck-through $267 / $445 — bundle-equivalents, never selling prices — with “vs. $445 buying separately”; confirm the free-shipping threshold is $150 now that the design moved it from $175; decide whether “Best seller” can sit on a refill before launch.

Client decision
9

Image pipeline

WebP at three widths with srcset and sizes, lazy-load below the fold, width and height on every image. The design serves 14.8 MB on the homepage and 22.7 MB on the product page; target under 400 KB of imagery per page.

Build list
10

Accessibility and semantics

lang and meta descriptions, dialog semantics for the pop-up and cart drawer, aria state on the tier and pack controls, compare-at contrast, skip link and focus styles, scroll-padding for the sticky header. The PDP accordions already gained aria-expanded in this round; the rest has not moved.

Build list
11

Footer legal and handles

Privacy, Terms, Returns, Shipping and an accessibility statement — the footer still has none of the five. A mailing address before the email capture starts sending. Migrate the Facebook and Instagram links off facebook.com/mosgone and instagram.com/mosgoneofficial, or remove them.

Client decision · launch blocker
12

Shopline build and cutover

Header and footer as global sections; the twelve merchant-editable settings as real section settings; kit tiers and Pod packs as variants of two products; cart drawer with the checkpoint meter; the scroll-pinned how-it-works; redirects for the three how-to URLs; a reviews app for the review slots.

Build list
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