Pure Mama growth audit
Pure MamaOctober 2026
Five moves around the Belly & Body Oil, the NZ$74.00 best seller with 5881 reviews.
- Send US ad clicks to the US store: 6 of 14 Meta ads land on www, which returned no US shipping rates.
- Put Anne's 3-step routine on the oil page: the NZ$179.00 set lives elsewhere; the buy box sells bottles.
- A plan for the whole pregnancy: a bottle lasts 2 months, the largest option 4, no refill plan.
- One proof number in ads and on the page: ads say 90% in 14 days, the trial ran 30.
- Make the oil page load on a phone: mobile PageSpeed 26, largest paint at 20.1 s on a product video.
The oil page scores 26 on mobile and the home 37; a video as the first slide and 3363 KB of app scripts drive it.
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| Page | Device | Score | Largest paint | Blocking time | Layout shift |
|---|---|---|---|---|---|
| Belly & Body Oil page | Mobile | 26 | 20.1 s | 1007 ms | 0.174 |
| Home | Mobile | 37 | 13.7 s | 846 ms | 0.004 |
| Pregnancy collection | Mobile | 41 | 14.7 s | 624 ms | 0 |
| Belly & Body Oil page | Desktop | 36 | 3.8 s | 1481 ms | 0.078 |
| Home | Desktop | 47 | 2.2 s | 2518 ms | 0.001 |
| Pregnancy collection | Desktop | 52 | 2.7 s | 516 ms | 0.007 |
Good Needs work Poor Lab runs on 8 Oct 2026. Real-user field data rates the oil page as fast (largest paint 2418 ms at p75), so the lab overstates what most visitors feel; the script weight is real on slower phones.
Four direct pregnancy and body care brands, scanned on 8 Oct 2026. Competitor prices in USD.
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| Store | Belly oil | Shipping framing | Subscription | Sets | Returns |
|---|---|---|---|---|---|
| Pure Mama | NZ$74.00, 145mL | Free on 2 bottles, gift over NZD$100 | None | 6 sets, Anne's routine NZ$179.00 | 15 day refunds, 30 day returns page |
| Erbaviva | Stretch Mark Oil from $16.00 | Free over $30 | None | Stretch Mark Trilogy $72 | n/s |
| Earth Mama Organics | Belly Oil from $7.99 | Free over $75 | None | Belly Bundle $39.99 | 15 day |
| Belli Skincare | $34, sold out | n/s | None | Bundles and kits | 30 day |
| Mutha | Body Oil $105 | Free over $50 | 15% off, every 1 to 4 months | 24 sets | 30 day |
- Nobody times refills to a pregnancy. Only Mutha subscribes its oil, and on a fixed 1 to 4 month cycle.
- Nobody sells enough for the full term. Pure Mama stops at 2 bottles, a 4 month supply.
- Nobody puts the routine on the oil's buy box. Every brand has sets, all on separate pages.
The moves
US ads to the US store
Where: Hero product page, region check
- 6 of 14 Meta ads land on www, one says "#1 natural stretch mark oil in the US"
- The US redirect waits on a 2 s IP lookup; on a miss it falls back to Bulgaria
- www returned no shipping rates for a US address; checkout says "Shop our US Store"
- Point US-hook ads straight at us.puremama.com/products/belly-body-oil
- Redirect US and AU visitors before the page renders, no 2 s IP lookup
- Show the store warning only to US/AU addresses and carry the cart by permalink
The ads say "#1 in the US" and land on a store that returned no US shipping rates.
Paths from the region modal source, the shipping-rate lookup and the checkout capture, 8 Oct 2026.
Sources: Meta Ad Library, theme source, shopper walk 390 px, 8 Oct 2026
Anne's routine as a tier
Where: Hero product page, buy box
- Oil page says "Anne Hathaway's bump routine favourite" and sells 1 or 2 bottles
- Her 3-step routine is a set at NZ$179.00, never shown on the oil's buy box
- The only routine add-on is Body Scrub at full price, NZ$49.00
- Third tier on the oil's buy box: Anne's 3-step routine, NZ$179.00
- Anchor it against NZ$192.00 bought separately, free mitt listed
- Variation 1 adds the tier; variation 2 also preselects it; read revenue per visitor
The page sells Anne Hathaway's three-step routine and then offers one step.
All prices from the NZ store on 8 Oct 2026; the routine is the existing Pregnancy Care Set.
Sources: Shopper walk 390 px, NZ catalog, Meta Ad Library, 8 Oct 2026
A plan for the whole pregnancy
Where: Hero product page, buy box
- One bottle is a 2 month supply; the biggest option covers 4 months
- No subscription on the oil; an ad quotes a mum ordering her third bottle at 35 weeks
- Mutha runs its body oil on subscription, 15% off every 1 to 4 months
- Pregnancy plan tier: a bottle every 2 months to the due date, proposed 15% off
- Welcome guide "Bump skin, week by week" in the first box, itemised
- Postpartum step at the end: the plan switches to the recovery kit
Every buyer has a due date, and the store never asks for it.
Proposed, not measured: NZ$62.90 a bottle is 15% off NZ$74.00, matching Mutha's subscription discount; the guide is new content.
Concept. Bottle prices from the NZ store on 8 Oct 2026.
Sources: Shopper walk 390 px, Meta Ad Library, competitor scan 8 Oct 2026
One proof number everywhere
Where: Hero product page, proof block
- Ads say "90% saw results in just 14 days"; the page's trial ran 30 days
- Ads say 100K+ mamas; the homepage says over 400,000 women
- All 14 ads land on the same oil page, whatever the hook
- One claim set: the 30-day trial, one customer count, used in every ad
- Ad-matched first fold: the hook from the ad above the buy box
- Variation for testimonial ads: lead with the quote and the routine
The ads promise results in 14 days; the trial on the product page ran 30.
Claims quoted from the Meta Ad Library and the store on 8 Oct 2026.
Sources: Meta Ad Library, shopper walk 390 px and 1440 px, 8 Oct 2026
Load the oil page on phones
Where: Hero product page
- Oil page scores 26 on mobile PageSpeed; largest paint at 20.1 s in the lab
- The largest paint is the product video; 3363 KB of JavaScript on the page
- Three review apps load (Yotpo, Judge.me, Okendo) and jQuery loads twice
- Lead the gallery with a still bottle image; load the video on tap
- Keep one review app, one jQuery; defer Route, Rebuy and Klaviyo
- Cut the 9 render-blocking files, about 1800 ms on mobile
Three review apps load on one product page to show one star rating.
Lab data, PageSpeed Insights 8 Oct 2026. Field LCP p75 on the PDP is 2418 ms (fast).
Sources: PageSpeed Insights 8 Oct 2026, theme source
Prepared from public data, a shopper walk at 390 px and 1440 px, PageSpeed Insights and the ad libraries on 8 Oct 2026. Every number traces to one of those sources.
