Froya
Testing
Roadmap
Roadmap
Insights
Price is the #1 purchase objection (54.1% of buyers), but the real problem is value perception. Froya's clinical trial data (+79% hydration, +88% radiance) is buried behind an FAQ accordion on the PDP. The emails lead with it. The site doesn't.
7.6% of buyers questioned if the brand was legitimate. The cart drawer, where doubt peaks, has zero trust signals. The main landing page alone gets 1.2M sessions/mo at 1.62% CR. Even a small lift here moves the needle significantly.
This Month
01
Landing Page Hero Message Match
The top 3 Meta ads each use a different hook: Norse witchcraft, personal transformation, Viking heritage. All three land on a hero that matches none of them. The /clinical-trial page grew 739% to 49,720 sessions last month, and clinical data is absent from the landing page's first fold.
* Concept illustration only. Final design will differ.
Estimated Launch
1 week after confirmation
02
Cart Drawer Trust Signals
The funnel leaks from 4.67% add-to-cart to 1.62% purchase. That gap represents tens of thousands of visitors who added a product but never checked out. The cart drawer currently contains zero trust signals: no reviews, no guarantee, no customer count at the moment of purchase decision.
* Concept illustration only. Final design will differ.
Estimated Launch
2 weeks after confirmation
03
PDP Clinical Proof Above the Fold
3.8% of buyers questioned whether the product would actually work, and 54.1% cited price as their top objection. Froya has strong clinical data (+79% hydration, +88% radiance) but it is buried behind an FAQ accordion on the PDP. The /clinical-trial page grew 739% to 49,720 sessions last month.
* Concept illustration only. Final design will differ.
Estimated Launch
3 weeks after confirmation
04
Collection Page Trust Hero
The collection page gets 93,493 sessions/mo (+34% growth) but opens with a sale banner and jumps straight into the product grid. There are no trust signals, no reviews, and no brand context above the fold. Survey verbatims show confusion about which product to choose: "I didn't understand which product I needed most."
* Concept illustration only. Final design will differ.
Estimated Launch
4 weeks after confirmation
Month 2 Focus
High-Impact PDP Tests + Agentic Commerce
Shopify is launching ChatGPT as an agentic storefront channel. Buyers will discover and purchase products directly inside ChatGPT. What the AI surfaces is shaped by product content: gallery images, descriptions, and pricing structure. Three PDP tests to make sure Froya shows up right.
This Month
01
Product Gallery Test
Reviews highlight "transformed my skin" and visible hydration results, but we need to audit whether the PDP gallery communicates the product's sensory qualities (texture, application, finish). At $119+, the gap between packaging photography and the product experience could be a missed opportunity. This slot requires a gallery audit before scoping.
* Concept illustration only. Final design will differ.
Estimated Launch
Week 1 of Month 2
02
Product Description Test
Survey verbatims repeatedly surface the same doubt: "Another product that doesn't work," "Nothing else I have ever used has worked." 3.8% of buyers almost walked away over efficacy concerns alone. Froya has clinical data that addresses this directly (+79% hydration, +88% radiance), but how prominently the PDP description surfaces these outcomes needs to be audited.
* Concept illustration only. Final design will differ.
Estimated Launch
Week 2 of Month 2
03
Product Pricing Test
54.1% of buyers cite price as the top objection, making it the single largest barrier to conversion. But the issue may be value perception, not absolute cost: Froya's emails frame price through clinical results and transformation stories. The PDP has trust signals (4,486 reviews, Clinicians' Choice badge) but the clinical data that justifies the $119 price is buried behind an FAQ accordion.
* Concept illustration only. Final design will differ.
Estimated Launch
Week 3 of Month 2
Month 3 Focus
Product Discovery + SEO Optimization
Capture demand at the discovery layer. A skincare quiz to match visitors to the right product for their concerns, plus structured data markup so AI search tools and Shopify's new agentic storefronts surface Froya when buyers search "best organic face cream" or "bakuchiol serum."
This Month
01
Skincare Quiz: Design + Logic
Survey data shows buyers are confused about which product they need: "I didn't understand which product I needed most so opted for a set but that's quite pricey." Froya's Email #1 uses concern-based product matching (aging, hair, psoriasis, acne). The collection page has a "Good For" filter, but it's buried in the sidebar. No prominent guided path from concern to product exists on the site.
* Concept illustration only. Final design will differ.
Estimated Launch
Weeks 1-2 of Month 3
02
Skincare Quiz: Results + Email Capture
Quiz completers are high-intent visitors who have invested time and self-identified their concern. Froya's clinical data (+79% hydration, +88% radiance) is strong but currently generic. Mapping specific clinical outcomes to the skin concerns identified in the quiz could make the results page a powerful conversion point, though this mapping needs to be validated against the clinical study design.
* Concept illustration only. Final design will differ.
Estimated Launch
Weeks 2-3 of Month 3
03
Structured Data / Schema Markup
AI search tools (ChatGPT, Perplexity, Google AI Overviews) increasingly pull from structured data to answer product queries. Froya has 4,486 reviews on the PDP, clinical trial data, and FAQ content, but whether any of this is marked up as structured data needs to be audited. If it's missing, Froya is leaving discoverability on the table as agentic search grows.
* Concept illustration only. Final design will differ.
Estimated Launch
Week 3 of Month 3