What WE Make growth audit
What WE MakeOctober 2026
Five moves around the Slim Tapered Leg Dining Table, the $2,175 best seller.
- Show the delivered price and an estimated date next to Add to cart; today $79 to $449 appears at checkout step 1.
- Give the 78 Meta ads a landing page that repeats their promises; today they land on bare collection grids.
- Price custom sizes on the page; the quote form has created 1,993 hidden products and no visible price.
- Sell the set: table, bench and chairs as three tiers; today the bench and chairs are links with no set price.
- Make the hero page load on a phone: PageSpeed score 7, 21.6 s to the largest paint, jQuery loaded twice.
The hero product page scores 7 on mobile and the home 33; the heaviest costs are third-party scripts and duplicate libraries.
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| Page | Device | Score | Largest paint | Blocking time | Layout shift |
|---|---|---|---|---|---|
| Hero product page | Mobile | 7 | 21.6 s | 1280 ms | 0.733 |
| Home | Mobile | 33 | 11.6 s | 2166 ms | 0.053 |
| Dining Room collection | Mobile | 37 | 19.3 s | 747 ms | 0.065 |
| Hero product page | Desktop | 52 | 1.9 s | 692 ms | 0.155 |
| Home | Desktop | 65 | 1.8 s | 558 ms | 0.024 |
| Dining Room collection | Desktop | 74 | 1.3 s | 316 ms | 0.154 |
Good Needs work Poor Lab runs on 6 Oct 2026. Real-user field data rates loading as fast on every page, so the scores overstate what most visitors feel; the script weight is real on every device.
Five direct makers of made-to-order wood furniture, scanned on 6 Oct 2026.
Swipe sideways to see every column
| Store | Median price | Shipping framing | Lead time | Samples | Guarantee and returns |
|---|---|---|---|---|---|
| What WE Make | $2,175 | Quoted at checkout: $79 to $399 by order total, White Glove $449 | 10-12 weeks, below the fold | Materials page, no price | Made Right Guarantee, 10 day refunds |
| Urban Wood Goods | $2,025 | Free shipping in the header | 6-8 weeks | Free swatches | Warranty, restocking fee |
| Rustic Red Door | $3,250 | Free to the lower 48, white glove | 10-12 weeks | $10 stain samples, a best seller | 30 day returns |
| Kase Custom | $811 | Free delivery in the USA, White Glove $250 | 4-6 weeks on the homepage | n/s | Lifetime guarantee, 5 day returns |
| Vermont Woods Studios | $2,877 | Published ladder, free white glove over $5,000 | 6-12 weeks on the homepage | $7 wood samples, a best seller | Guaranteed for life, 30 day returns |
| Cottage Home Furniture | $1,635 to $3,295 tables | Curbside, threshold or in-home tiers | n/s | Free fabric samples | 100% satisfaction |
- Nobody shows the delivered price before the buy box. Three say free in a header; none puts a figure and a date next to Add to cart.
- Nobody sells the lead time. Four to eighteen weeks sits in a PDP line or a FAQ everywhere; none turns it into a dated promise.
- Nobody prices the set. All six sell tables, benches and chairs; none shows a set price with the separate total anchored.
The moves
Delivered price on the buy box
Where: Hero product page
- Delivery is $79, $279 or $449 and first appears at checkout step 1
- Cart says "shipping calculated at checkout"; the PDP links to a rates page
- 3 of 5 competitors headline free shipping; Vermont Woods publishes a free tier
- Delivered figure, options and an estimated date next to Add to cart
- Variation 1 (proposed): Standard delivery included on tables over $2,000
- Variation 2 (proposed): $2,399 delivered; read on revenue per visitor
The most-bought table charges $279 to ship and tells the buyer at the last step; three competitors say free before the first click.
Proposed, not measured: the delivered framing, the end-of-December estimate and delivery included over $2,000 are test proposals; $279 and $449 are live rates.
Today's screen is from the 390 px capture.
Sources: Shopper walk 390 px, live shipping rates, competitor scan 6 Oct 2026
Dining table landing page for the ads
Where: Meta and Google ad traffic to /collections/tables
- About 78 active Meta ads; all parsed ones land on collection grids or bare PDPs
- Ads promise custom sizes and photos for approval; the grid repeats none of it
- First product card sits below the second screen on the collection page
- One landing page for table ads with the ad's promises in the first screen
- Three-question picker: seats, shape, wood, opening the hero preselected
- Read against the collection page with a URL split; vanities next
78 ads sell approval photos and custom sizes; the page they land on is a grid with a Read More link.
Proposed, not measured: the landing page copy and the three-question picker are proposals; the ad promises are quoted from the Meta Ad Library.
Ad copy quoted from the Meta Ad Library on 6 Oct 2026. Final page will differ.
Sources: Meta Ad Library and Google Ads Transparency 6 Oct 2026, shopper walk
Priced builder replaces the quote form
Where: Hero product page and Build From Scratch
- 1,993 auto-generated Custom products created by the quote path
- PDP says "Need a custom size? Contact us"; Build From Scratch is a footer link
- The hero already carries 64 size and finish variants
- Size and wood sliders within the shop's limits, price updating live
- Add to cart creates the order, not a product; the form stays for one-offs
- Unpublish and redirect the existing Custom products
The custom path has produced 1,993 hidden products and not one visible price.
Proposed, not measured: the builder flow is a proposal; the 1,993 products and the contact-us path are observed.
Concept illustration only. Final design will differ.
Sources: Public catalog, shopper walk, competitor scan 6 Oct 2026
Table, bench and chairs as a set
Where: Hero product page buy box
- "Pair It With" shows the bench at $1,265 and the chair at $745, no set price
- Monthly framing already on the hero: from $196.31/mo
- No competitor prices a table, bench and chairs together
- Three tiers above the swatches: Table, Table + Bench (default), Full set
- Proposed set prices $3,290 and $5,990, separate totals struck through
- Pieces added in the same wood and finish; test on AOV and RPV
The bench and chairs are already on the page; nobody has put a price on the room.
Proposed, not measured: set prices $3,290 and $5,990 are proposals under the separate totals of $3,440 and $6,420; $2,175, $1,265 and $745 are live prices.
Concept illustration. Final design will differ.
Sources: Shopper walk 390 px and 1440 px, competitor scan 6 Oct 2026
Make the hero page loadable on a phone
Where: Home and hero product page, mobile
- Hero PDP mobile: score 7, largest paint 21.6 s, layout shift 0.733
- jQuery loads twice, Flickity twice, GSAP and plugins from four public CDNs
- Four review apps load on the hero PDP; chatra.io and Intercom lead main-thread time
- Remove the duplicate libraries and bundle the plugins into the theme
- Defer chat, Clarity and the three unused review apps until first interaction
- Size and prioritise the hero gallery image, then re-measure
The most-bought table's page scores 7 out of 100 on a phone and takes 21.6 seconds to show the table.
PageSpeed Insights lab runs on 6 Oct 2026, mobile strategy.
Sources: PageSpeed Insights mobile and desktop 6 Oct 2026, theme source
Prepared from public data, a shopper walk at 390 px and 1440 px, PageSpeed Insights and the ad libraries on 6 Oct 2026. Every number traces to one of those sources.
