Six products on one list, rebuilt as a storefront for one system.
CHA makes a solid-graphite bike chain lube: one applicator, three formulas and replaceable capsules, funded by 3,065 Kickstarter backers. On the old site all six products shared one list — one photo and one paragraph each, no product pages — and the system the brand describes was sold as three separate tools. We audited it on 9 Sep 2026, then rebuilt it as a custom Shopline theme in the existing brand: a page for every product, a shop by formula, the range and prices on the homepage, and Shopline’s own cart and checkout. It is built and published behind the storefront password, ahead of launch.
Before
After
A page for each applicator and refill, with the formula and the pack chosen on the page. Before, all six were cards on one list.
The old homepage sold the idea well and never showed the range or a price. The new one shows all six, with prices.
Lighthouse accessibility on the mobile homepage — the old page scored from our saved copy, the new one the median of three. The shop scores 90 → 93.
How long a capsule lasts, dirty chains, PTFE and PFAS, and what is in the box — on the product page. Before, they were in the FAQ or nowhere.
Nine dimensions, scored 0–10. Before is thecha.cc as we audited it on 9 Sep 2026; After is the Shopline storefront as it stands on 9 Oct 2026 behind the storefront password — including what is still on the punch list.
The old homepage sold the concept well — the film, the three steps, the science — and then never showed what to buy: no price, no range, Storm and Trail only as an image caption. The new homepage keeps the film and the explainer and puts the three formulas and all six products, with prices, on the page.
Our own copy of the homepage, saved on 10 Sep, rendered with the site’s images.
Published theme behind the storefront password. Our feedback widget is hidden for the capture.
The old shop was one list: three applicators, three refills, one photo and one paragraph each. The brand’s own pitch is “one applicator, three formulas”, but Storm and Trail were sold as separate €27 applicators, under a price labelled MSRP and a banner promising a discount that appeared nowhere until payment.
The Internet Archive’s copy, the closest saved before our audit; the live price feed blocked so the saved prices show.
Published theme behind the storefront password. Our feedback widget is hidden for the capture.
The alternative shop page.
The old site had no product pages. Paid campaigns and the press kit had no product to link to, and the facts a rider needs — what is in the box, how long a capsule lasts, whether it works on a dirty chain — lived in the FAQ or nowhere.
There was no product page: this list was it.
Published theme behind the storefront password. Our feedback widget is hidden for the capture.
A refill, chosen from the same page.
The old cart and checkout were built by hand: a drawer, then a modal with a country list and “Confirm order & pay”, then Stripe. The new store uses Shopline’s cart and checkout. One thing the old cart did that the new one does not do yet: count down to free shipping.
One CHA Core in the cart.
One CHA Core in the cart.
The old checkout step, before the hand-off to Stripe.
The brand’s best material — the three steps, the comparison with liquid lube, the science with real citations — was already on the old homepage. The new store keeps it and gives it room: How it works and Why CHA as their own pages, linked from every page.
Published theme behind the storefront password. Our feedback widget is hidden for the capture.
Published theme behind the storefront password. Our feedback widget is hidden for the capture.
Before is thecha.cc as we audited it on 9 Sep 2026, from saved copies; it cannot be re-measured for speed, so those cells say so. After is thecha.myshopline.com on 9 Oct 2026, behind the storefront password: Lighthouse 12.8 mobile preset unless stated, median of three passes, desktop 1440px and mobile 390px.
| Metric | Before · thecha.cc, 9 Sep | After · Shopline build |
|---|---|---|
| Product pages | 0 | 6 |
| Products shown on the homepage | 0 | 6 |
| Prices on the homepageAfter: €34 applicator, €16 refill — provisional. | None | Every product |
| Shop filters | None | Formula + refills |
| Price label | “€27 MSRP” | Price only |
| Free-shipping progress in the cartBefore: the 11 Jun copy of the shop. | Yes | Not yet |
| Taxes and shipping in the cart | At checkout | At checkout |
| Checkout | Custom modal + Stripe | Shopline checkout |
| Ratings and reviewsNone invented. A rider wall and counter wait on real photos and a real number. | None | None |
| FAQ, guide, press kit, policies | On the site | Not yet |
| Lighthouse Accessibility · mobile homeBefore: our saved copy, scored the same way. | 86 | 93 |
| Lighthouse Accessibility · mobile shop | 90 | 93 |
| Lighthouse Performance · mobile homeRange 83–86. | Not re-measurable | 84 |
| LCP · mobile homeRange 3.4–3.6 s. | — | 3.5 s |
| Homepage weight · mobile12.7 MB of it is four videos carried over from the old site. | — | 14.3 MB |
| Shop · product page weight · mobile | — | 1.1 MB · 1.3 MB |
| Third-party hosts · homepageStripe, Google Fonts, Cloudflare — plus our review widget (2 hosts), which comes off at launch. | — | 3 |
Lighthouse 12.8 on the Shopline build, 9 Oct 2026, behind the storefront password, median of three passes, mobile preset unless stated. The old site is not charted: it has changed since our audit and cannot be re-measured. Mobile LCP is 3.5 s on the homepage, 5.1 s on the shop and 5.0 s on the product page; the shop ranged 64–78 across passes.
Everything we found on the current site, what we changed, and where each item stands today. Filter by severity or area.
| Severity | Finding | What we did | Area | Status |
|---|---|---|---|---|
| high | No product pages — six products sold from one list Every product was a card on /shop.html: one image, one paragraph, add to cart. Campaigns and the press kit had no product to link to. |
A product page for each of the six, with formula and pack chosen on the page. | Shop | Fixed · live theme |
| high | One applicator, three formulas — sold as three €27 tools Storm and Trail were listed as €27 applicators, so a rider who wanted all three conditions was offered three tools. |
Formula and pack chosen on the product page; refills sold on their own. | Shop | Fixed · live theme |
| high | Policies, FAQ, guide and press kit are not on the store yet thecha.cc has shipping & returns, privacy and terms, an 18-question FAQ, a first-application guide and a press kit. None is on the Shopline store or in its footer. |
Move them over and link them from the footer. | Launch | Launch blocker |
| high | Old addresses need redirects /shop.html, /faq.html, /first-application.html, /press.html and /legal.html are the old site’s addresses; on Shopline they would return “page not found”. |
301 each one to its new page when thecha.cc points at Shopline. | Launch | Launch blocker |
| Medium | No price or range on the homepage The homepage sold the concept and never showed the six products or a price; Storm and Trail appeared only as an image caption. |
All six products with prices on the homepage. | Home | Fixed · live theme |
| Medium | “€27 MSRP” on the shop, €31 in the press kit MSRP is a retailer’s term; on a direct shop it reads as a hint of a discount. |
One price per product, no MSRP label. Final prices are the client’s call: €34 and €16 are provisional and marked so. | Pricing | Fixed · prices provisional |
| Medium | 18% off promised, shown only at payment “First purchase? Get 18% off — applied automatically at checkout” — in no price and not in the cart. |
No offer the price and cart do not show. If a first-order offer returns, show it in both. | Pricing | Fixed · live theme |
| Medium | Free-shipping meter not carried over The old drawer counted down to free shipping (“Add €3 more”); the new one does not. |
Add it to the cart drawer — it matters for refill orders (€16 against €30). | Cart | Open · build fix |
| Medium | Taxes and shipping only at checkout Both carts say costs are calculated at checkout, though the rates by zone are published. |
Show an estimate in the cart. | Cart | Open · build fix |
| Medium | The old videos still weigh down the homepage Old site: six self-hosted MP4s, two named for their 4 and 5 MB. New homepage: four of them, 12.7 MB of a 14.3 MB page on a phone. |
Load videos on demand, with posters and phone-sized versions. | Speed | Open · build fix |
| Medium | Low-contrast text, including the nav over the film Lighthouse colour-contrast fails on 14–17 elements per page; accessibility 93. |
Darken or back the text. | Accessibility | Open · build fix |
| Medium | 3,065 backers, no reviews or ratings on the site One testimonial; the Kickstarter figures framed for distributors. |
Rider wall and counter built; they wait on rider photos and a real number. No ratings invented. | Trust | Waiting on client |
| Medium | Confirmation without an order number “Order received” with no order number, items, total or address (9 Sep audit). The marketing-consent box arrived ticked. |
Shopline’s checkout; a test order before launch confirms the order page, the email and the consent default. | Checkout | Before launch |
| low | Placeholder captions in production “📸 …”, “🎬 …”, “📷 …” captions in the homepage copy. |
None on the store; where a photo is missing, the placeholder says so. | Brand | Fixed · live theme |
| low | Shop, FAQ and legal pages had a one-line footer The page where money changed hands had the thinnest footer on the site. |
One footer on every page. | Navigation | Fixed · live theme |
| low | The homepage H1 is the logo The only H1 is the CHA wordmark; the line about the product is a paragraph. |
Make the product line the H1. | Home | Open · build fix |
| low | Five of six products have no photo yet Trail, Storm and the three refills show labelled placeholders. |
Client photography or cut-outs. | Shop | Waiting on client |
You should hear it from us rather than find it later. The punch list to launch, with owners.
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.
