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Vektr conversion audit · Calm Canine calming chews

A fictional dog calming-chew brand, real audit format. This is what you get: the score, your biggest leak, the fix order, and the paste-ready rewrite the Fix Pack generates.

Conversion readiness

5/16

Major leak. The page is costing ready buyers.

Biggest leak

Outcome-first hero

The hero leads with “Clinically-studied premium calming formula.” A dog owner who clicked an anxiety ad wants one thing, a calmer dog, and the page makes them hunt for it.

The fix

Rewrite the headline to the outcome: “Finally, a calmer dog at home.” Move the formula and studies lower, as proof.

Fix order: highest impact first

  • 01Outcome-first heroMissing
  • 02“Will this work for MY dog?” proofMissing
  • 03Risk reversal at the buy buttonMissing
  • 04Reviews above the foldPartial
  • 05Subscription offer, framedPartial
  • 06Mobile-first clarityPartial
  • 07Specific outcome statsPartial
  • 08Claim-safe copyPartial

The Fix Pack

The rewrite we'd ship.

Same product, same traffic, same price. A page built to convert the buyer who's already there.

Above the foldrebuilt
Headline

“Finally, a calmer dog at home.” (outcome, not formula)

Sub-head

“Vet-formulated calming chews 12,000+ dog owners reorder. Made in the USA, third-party tested.”

Trust

★★★★★ 2,140 reviews, shown before any scroll.

Proof

Three real owner clips: “my anxious rescue finally settled at night.”

Stat

“[your real %] of owners saw a calmer dog within 2 weeks,” sourced from a survey of your own reviews. Never invented.

Offer

Subscribe & save 20% (default), “cancel anytime,” free shipping.

Risk reversal

“90-day money-back: a calmer dog or your money back,” next to Add to Cart.

Claim-safe

Outcome and owner proof only. No “treats anxiety / cures” language.

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