Tiege Hanley
CRO Testing Roadmap
Tiege Hanley
July 2026
Tiege Hanley has a clear advantage in simple, structured skincare, but paid entry points bury that advantage beneath discount messaging and product choice. The strongest opportunities are to restore proof and simplicity after the click, then answer quantity concerns at the purchase decision.
Priority Concepts
What We Want to Test
Bundle Builder Hero
Page: Bundle Builder
Offer-focused paid traffic arrives with clinically proven, fast-results positioning, while the destination opens with a discount and free gift. The homepage has 26,525 verified reviews, but proof is absent above the bundle-builder fold.
* Concept illustration only. Final design will differ.
Recommended Routine
Page: Bundle Builder
The page asks visitors to navigate six product filters, five routine tabs, a three-column grid, four discount tiers, and an empty routine panel. Customer reviews repeatedly value the opposite experience: a straightforward routine with no guessing.
* Concept illustration only. Final design will differ.
30-Day Supply Proof
Page: Level 1: The Essential Routine
Reviews repeatedly call the bottles tiny or insufficient, including a claim that a 30-day supply appeared closer to two weeks. The buy box shows product volumes and a 30-day option, but no per-use amounts, expected applications, or duration explanation.
* Concept illustration only. Final design will differ.
Homepage System Value
Page: Homepage
Offer-focused traffic promises a full system at nearly half the price, while the homepage opens with a broad discount. The routine, product set, expected result, and 26,525-review proof all arrive after the first fold.
* Concept illustration only. Final design will differ.
Homepage Routine Clarity
Page: Homepage
Search messaging repeatedly promises uncomplicated skincare, while the first homepage fold does not explain the AM/PM system. Reviews identify the straightforward routine, instructions, and no-guessing structure as core benefits.
* Concept illustration only. Final design will differ.
PDP Results Proof
Page: Level 1: The Essential Routine
Results thumbnails near the purchase area are small, while fuller evidence appears farther down the page. That separation matters because reviews contain both positive outcome reports and skepticism about visible differentiation.
* Concept illustration only. Final design will differ.
Cart Cross-Sell Clarity
Page: Cart Drawer, sitewide
The cart already confirms free shipping at $35, so the threshold no longer encourages a larger order. The eye-cream recommendation lacks a visible price, recommendation rationale, savings context, and direct add control in the captured view.
* Concept illustration only. Final design will differ.
Bundle Mobile Performance
Page: Bundle Builder
The priority paid landing page scored 27/100 in simulated mobile Lighthouse testing, with 38.7s LCP and 3,090ms TBT. Lighthouse identified 7.69 seconds of potential savings from reducing unused JavaScript.
* Concept illustration only. Final design will differ.
Cross-Source Findings
Biggest Killers of Conversion Rate
- Simplicity is promised across acquisition and validated in reviews, but the priority landing experience introduces choice before a recommended path.
- Proof is strong but arrives late or disappears after the click. The site has 26,525 verified reviews and before-and-after assets, while entry heroes lead with discounts.
- Value skepticism centers on quantity and efficacy. Product volumes are visible, but the 30-day usage case is not explained near purchase.
Data Sources Used
What the Data Shows
Meta Ads and Landing Pages
- Paid-social creative emphasizes clinically proven results, visible improvement, and uncomplicated skincare. The bundle-builder destination opens with up to 40% off, a free gift, and product selection.
- The clinical proof and time-to-result claims are absent above the landing-page fold.
- Landing destinations consistently prioritize discounts over the creative's proof and simplicity claims.
Google Ads
- Search, Shopping, display, and video units consistently use “uncomplicated,” “made easy,” and “skin care that works.”
- One visible search unit shows 4.6 stars from 537 reviews.
- No explicit discount appears in the collected Google copy, while onsite entry points lead with up to 40% off.
Reviews and UGC
- Simplicity is the clearest repeated advantage. Customers value straightforward routines, included instructions, and AM/PM structure.
- Perceived quantity-to-price value is the dominant objection. Reviews call the bottles “tiny,” “skimpy in size,” and “not worth the price.”
- Product-tolerance concerns include dryness, oily AM moisturizer, eye burning, an abrasive scrub, and SPF20 being perceived as inadequate. These are individual reports, not clinical findings.
Page Speed Insights
- The bundle builder scored 27/100 in simulated mobile Lighthouse testing, with 38.7s LCP and 3,090ms TBT.
- The homepage scored 28/100, with 22.3s LCP and 2,360ms TBT.
- CLS was 0 in both lab runs. Rendering and main-thread blocking were the observed problems.
Site Screenshots
- The homepage hero leads with up to 40% off. Routine levels and the 4.7-star, 26,525-review proof arrive in the next fold.
- The Level 1 buy box clearly presents supply, purchase options, pricing, free shipping, cancellation, guarantee, ratings, and the CTA, but does not explain how the product sizes last 30 days.
- The cart confirms free shipping at $35. Its eye-cream cross-sell has no visible price, rationale, bundle saving, or direct add control in the captured view.
Competitor Catalogs
- Tiege Hanley's observed $35 subscription was below the compared official routines from Geologie, Lumin, and Brickell.
- Geologie makes personalization explicit, Lumin uses concern-led naming, and Brickell frames its offer as a full-size routine.
- Tiege Hanley's defensible distinction is a pre-structured, beginner-friendly AM/PM system, not price alone.
