Norse
Spring 2026
Testing
Roadmap
Roadmap
Insights
The site's strongest assets (409 clinicians on FrontrowMD, 6,328+ reviews, 60-day guarantee, a unique Arctic botanical story) are buried under countdown timers, conflicting discounts, and urgency tactics that customers call "scammy." The ads bring them in. The pages push them away.
Your top 3 Meta ads have run 5+ months. They convert. But the landing pages don't continue their story. Ad #1 targets parents of teens with 25% off, landing page shows 45% off. Ad #3 tells an ingredient education story, landing page replaces it with a discount headline. The ads do their job. The pages aren't finishing it.
This Month
01
Landing Page Trust & Message Match
This page gets 259K sessions/mo, but the hero leads with "ACNE DAY SALE 45%" and stacks urgency tactics. Ad #1 drives traffic here with a 25% off promise, but visitors land on a page showing 45% off with a different framing. One customer wrote: "I thought I had probably fallen for a scam." Norse's strongest trust assets (409 clinicians, 6,328 reviews, 60-day guarantee) are documented on the PDP but underused on landing pages.
* Concept illustration only. Final design will differ.
02
PDP Value Reframe
The Kill Acne Ritual drives 48% of gross revenue. The PDP shows a countdown timer ("PRICE INCREASE IN: 00:09:55"), conflicting discounts (22% one-time vs 45% subscribe vs 40% in header), and "LOWEST PRICE ever" claims. Reviews across Norse products cite price concerns. The ritual is actually 3 products (Night Balm, Day Balm, Face Scrub), but the PDP presents it as a single item. Competitors price acne systems at $34-75.
* Concept illustration only. Final design will differ.
03
Teen Landing Page Message Match
Ad #3 is a long-form native ad from a mom's perspective about discovering Norse after years of failed teen treatments. It names specific ingredients and critiques "Big Skincare." But the landing page leads with "ACNE DAY SALE 45%," identical to the general acne page. Reviews confirm parent buyers: "Works wonders with my three teenagers," "My 15yr old son and I both use this." Every competitor (Blume, Evereden, Bubble) has dedicated teen branding. Norse doesn't.
* Concept illustration only. Final design will differ.
Month 2 Focus
PDP Optimization + Agentic Commerce
Shopify is launching ChatGPT as an agentic storefront channel. Buyers will discover and purchase products directly inside ChatGPT. What the AI surfaces depends on product content: gallery images, descriptions, and pricing structure. Three PDP tests to make sure Norse shows up right.
This Month
01
Product Gallery Optimization
Norse's balm/beeswax format is the key differentiator in a market of gels and creams, but we need to audit whether the current PDP gallery communicates this effectively. At $88, the gap between packaging shots and the product experience (texture, application, results) could be a missed opportunity. This slot requires a gallery audit before scoping the test.
* Concept illustration only. Final design will differ.
02
Product Description Restructure
The PDP prominently features "SAVE 45% ON YOUR 1ST PURCHASE" and discount mechanics. Norse's differentiators (Arctic botanicals, tamanu oil, beeswax base, 409 clinicians on FrontrowMD) are strong but play second fiddle to urgency tactics on the page. As AI agents begin parsing product content to match buyer queries, description structure will matter more.
* Concept illustration only. Final design will differ.
03
Subscription Presentation
Loop Subscriptions drives 25% of total revenue. The subscribe option on the PDP requires a coupon code (VIKING10) to unlock the 45% discount, adding friction at the point of decision. As AI agents begin surfacing purchase options, transparent subscription pricing will matter more than coupon-gated discounts.
* Concept illustration only. Final design will differ.
Month 3 Focus
Quiz Funnel + Structured Data
Two infrastructure plays. Rebuild the quiz for better personalization and conversion. Add structured data so search engines and AI agents can parse Norse's product catalog, reviews, and ingredients correctly. Both compound over time.
This Month
01
Quiz Funnel Rebuild
The quiz page gets 16,933 sessions/mo but we don't yet have data on its conversion rate or completion rate. Quizzes typically convert higher than standard landing pages because they create commitment through interaction. This slot requires a quiz audit before scoping: what does the current flow ask, where do visitors drop off, and how does it route to product recommendations?
* Concept illustration only. Final design will differ.
02
Product Schema Enhancement
Norse has 6,328 reviews, 409 clinician endorsements, and a multi-product bundle structure. Whether this data is currently marked up as structured data (JSON-LD) needs to be audited. Google rich results and AI agents rely on structured data to surface products. If it's missing, Norse is leaving discoverability on the table.
* Concept illustration only. Final design will differ.
03
Homepage Hero Test
The homepage gets 99K sessions/mo. The hero leads with a single customer review (Linda) alongside the "500,000 Acne Sufferers Cured" stat and a "BUY NOW - SAVE 40%" CTA. The Clinicians' Choice badge (409 clinicians on FrontrowMD) is a strong differentiator documented on the PDP but not confirmed on the homepage. Testing which trust signal leads could improve conversion for non-ad traffic.
* Concept illustration only. Final design will differ.