CRO for Shopify+ Brands
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What WE Make

What WE Make wood furniture swatches
WHAT WE MAKE / CRO roadmap

October 2026

Google ads already sell heirloom wood furniture to wwmake.com, while mobile load times slow the homepage and dining PDP. Lead time and configuration sit below early ATC. These tests clarify decisions for handmade dining shoppers.

Testing roadmap

SLOT 01Immediate Fix

Mobile Page Speed

Homepage and Dining table PDP

October 2 mobile Lighthouse reports show slow loading on both surfaces. Home LCP 6.6s; dining table PDP LCP 11.4s with very high CLS. Shoppers wait for wood and room imagery. Load the visible image and controls promptly, then measure again.

CURRENTVARIATIONWWMAKESlim Tapered Leg Table $2,175 11.4s LCP in audit Slow visible image Add to cartWWMAKESlim Tapered Leg Table $2,175 Shipping | Returns Add to cart
CURRENTWWMAKESlim Tapered Leg Table $2,175 11.4s LCP in audit Slow visible image Add to cart↓VARIATIONWWMAKESlim Tapered Leg Table $2,175 Shipping | Returns Add to cart

Visible table media loads without the slow overlay. Concept illustration only. Final design will differ.

SLOT 02A/B Test

Dining Room Presell

Cold-traffic landing funnel

Google Transparency shows shopping and search creatives for heirloom, solid wood, and Made in USA furniture pointing at wwmake.com. Cold visitors who land product-first still need the wood story and room-fit path before a $2k+ ATC. Test a dining education landing that feeds the table PDP.

CURRENTVARIATIONWWMAKEPaid: heirloom / Made in USA Lands on product-first PDP Wood story below ATC Room fit not framed Mismatch LP ShopWWMAKEDining room education Reclaimed wood story first Made Right Guarantee Size and seating guide Then table PDP See tables
CURRENTWWMAKEPaid: heirloom / Made in USA Lands on product-first PDP Wood story below ATC Room fit not framed Mismatch LP Shop↓VARIATIONWWMAKEDining room education Reclaimed wood story first Made Right Guarantee Size and seating guide Then table PDP See tables

Education precedes the handmade table ATC. Concept illustration only. Final design will differ.

SLOT 03A/B Test

Lead Time Up Front

Slim Tapered Leg Dining Table

Catalog tags include an 8-10 week lead time and the brand promises photo approval prior to shipping. Those expectations are core to handmade furniture trust. Surface build time and approval beside price before ATC.

CURRENTVARIATIONWWMAKESlim Tapered Leg Table $2,175 Lead time buried Add to cartWWMAKESlim Tapered Leg Table $2,175 8-10 week build Photo approval before ship Made Right Guarantee Add to cart
CURRENTWWMAKESlim Tapered Leg Table $2,175 Lead time buried Add to cart↓VARIATIONWWMAKESlim Tapered Leg Table $2,175 8-10 week build Photo approval before ship Made Right Guarantee Add to cart

Build time and approval sit beside price. Concept illustration only. Final design will differ.

SLOT 04A/B Test

Custom Options Module

Dining table PDP

WWMake sells configurable wood furniture with finishes, seating counts, and sizing implied by tags. Shoppers need a scannable options module above ATC rather than hunting specifications.

CURRENTVARIATIONWWMAKE Custom options $2,175 Options buried in tags Finish / size hard to scan Seating count unclear Add to cartWWMAKE Configure your table From $2,175 Wood / finish Seating 4 to 10 Size guide Options module above ATC Configure
CURRENTWWMAKE Custom options $2,175 Options buried in tags Finish / size hard to scan Seating count unclear Add to cart↓VARIATIONWWMAKE Configure your table From $2,175 Wood / finish Seating 4 to 10 Size guide Options module above ATC Configure

Configuration is scannable above ATC. Concept illustration only. Final design will differ.

SLOT 05A/B Test

Homepage Dining Path

Homepage

The live homepage spreads attention across many furniture paths and room categories. For paid dining intent, test one primary Dining / reclaimed-wood path above the fold.

CURRENTVARIATIONWWMAKE Many furniture paths Dining, Living, Bath, Office Paid dining intent splits ExploreWWMAKE Start with Dining Reclaimed wood dining tables Primary path for paid traffic Shop dining
CURRENTWWMAKE Many furniture paths Dining, Living, Bath, Office Paid dining intent splits Explore↓VARIATIONWWMAKE Start with Dining Reclaimed wood dining tables Primary path for paid traffic Shop dining

Dining becomes the primary paid entry path. Concept illustration only. Final design will differ.

SLOT 06A/B Test

Room Project Quiz

New quiz funnel

Shoppers arrive across Dining, Living, Bathroom, Storage, and Office needs. A short room-and-size quiz can diagnose the project and recommend a hero piece plus completers.

CURRENTVARIATIONWWMAKE Browse all rooms No project diagnosis Shop allWWMAKEWhat are you furnishing? Dining room Living room Bathroom vanity Office / storage See pieces
CURRENTWWMAKE Browse all rooms No project diagnosis Shop all↓VARIATIONWWMAKEWhat are you furnishing? Dining room Living room Bathroom vanity Office / storage See pieces

A short quiz routes to the right room path. Concept illustration only. Final design will differ.

SLOT 07A/B Test

Table Completer Bundle

Cart / post-ATC

Catalog includes benches, mirrors, vanity tops, and consoles that pair with primary pieces. After a dining table enters the cart, a completer suggestion can raise average order value without leaving checkout.

CURRENTVARIATIONWWMAKECart Slim Tapered Leg Table $2,175 No completer suggestion CheckoutWWMAKECart Slim Tapered Leg Table $2,175 Add matching bench — completes the set Recommended add-on Checkout
CURRENTWWMAKECart Slim Tapered Leg Table $2,175 No completer suggestion Checkout↓VARIATIONWWMAKECart Slim Tapered Leg Table $2,175 Add matching bench — completes the set Recommended add-on Checkout

A matching bench is suggested after ATC. Concept illustration only. Final design will differ.

SLOT 08A/B Test

Vanity Filter Clarity

Vanity collections

Bathroom vanities span wide sizes and sink layouts with prices commonly in the $2k-$5k+ band. Collection filters under-serve size and layout decisions. Test clearer size and sink filters above the grid.

CURRENTVARIATIONWWMAKECollection Vanity 30" $2,400 Console $1,200 Bench $650 Vanity 30" $2,400 ShopWWMAKECollection Vanity 30" $2,400 Size + sink filters Console $1,200 Bench $650 Vanity 30" $2,400 Shop
CURRENTWWMAKECollection Vanity 30" $2,400 Console $1,200 Bench $650 Vanity 30" $2,400 Shop↓VARIATIONWWMAKECollection Vanity 30" $2,400 Size + sink filters Console $1,200 Bench $650 Vanity 30" $2,400 Shop

Size and sink filters lead the vanity grid. Concept illustration only. Final design will differ.

Data insights

Biggest Killers of Conversion Rate

  • Mobile Lighthouse reports show slow loading on the homepage and dining table PDP, with severe CLS on the PDP.
  • Paid creative promises heirloom and Made in USA quality while the PDP still buries lead time and configuration.
  • Homepage and cart spread attention across rooms without a clear dining completer path.

Sources reviewed

Meta Ads and Landing PagesGoogle AdsReviews and UGCPage Speed InsightsSite ScreenshotsSocial and Community ResearchCompetitor Analysis

What the data shows

Meta Ads and Landing Pages

  • Keyword Meta Library search for this brand is noisy due to common-word homonyms; Page-scoped creatives were not fully confirmed in the headless pass.
  • Brand commerce baseline remains wwmake.com; treat Meta as partial until Page-scoped ads are confirmed.

Google Ads

  • Google Transparency shows 62 ads for wwmake.com from What WE Make, INC. (Verified).
  • Creative themes emphasize solid or reclaimed wood, heirloom quality, Made in USA, and Quick Ship messaging.
  • Destinations match the brand domain; compare Quick Ship and custom claims to on-site lead-time copy.

Reviews and UGC

  • Handmade furniture shoppers weigh build quality, lead time, and photo-approval confidence.
  • Made Right Guarantee language is a primary trust cue when visible near price.

Page Speed Insights

  • October 2 mobile LCP: 6.6s on the homepage; 11.4s on the dining table PDP.
  • PDP CLS was severe (1.4) with total blocking time above 3 seconds.

Site Screenshots

  • Dining PDP leads with product imagery and early ATC; lead time and options sit lower.
  • Homepage spreads attention across many room paths without a single dining priority for paid traffic.
  • Cart does not consistently suggest a matching bench or completer after a table ATC.

Social and Community Research

  • Buyers researching reclaimed wood tables ask about finish samples, seating count, and production timelines.
  • Custom furniture forums treat photo approval before ship as a trust differentiator.

Competitor Analysis

  • Peer handmade brands often put build time and configuration above the fold on PDPs.
  • Completer bundles (bench, chairs) are commonly suggested post-ATC in the furniture category.
October 2026