Total sales
AUD 6,763
+64% on the prior period
Orders
83
+48% on the prior period
Average order value
AUD 77.04
+6% on the prior period
Returning customers
4.87%
Up from 1.81%
The starting point
The homepage was selling a season, not a product.
The old page opened on a winter message pointing at one collection. Everything a first-time buyer needs, the proof, the price, the guarantee and the answer to why this cup rather than a cheaper one, sat below the fold or was not on the page at all. We audited the page section by section before touching the design.
Seasonal hero
The headline sold winter comfort and linked to a single collection. No product was visible above the fold, and no proof of any kind appeared before the first scroll.
Guarantee buried
The 60-day trial was real and generous, but it sat halfway down the page inside a paragraph, where most visitors never reached it.
Placeholder press logos
The as-featured-in strip still carried grey LOGO placeholders in four of its eight slots, which reads as less credible than showing nothing.
No comparison
Nothing on the page explained why a shopper should choose Inoya over a cheaper cup on a marketplace.
Thin FAQ
Three general questions about menstrual cups, none of which matched an actual purchase objection.
Weak close
The page ended on a newsletter form and a blog roll. There was no final offer and no final call to action.
What we changed
Six changes, each with a job.
We kept the brand look and the photography direction. What changed is the order of the page, what appears above the fold, and how many buying questions are answered before a visitor has to click anything.
01
Above the fold
Hero rebuilt around the product
The headline now states the positioning rather than the season. The product sits beside it with the Clean and Conscious 2026 award badges on the image, the live offer written in plain language, and two paths instead of one, a buy path for decided visitors and a size finder for everyone else.
- Positioning headline
- Award badges
- Dual CTA
- Offer visible
02
Directly under the hero
Guarantee moved above the fold
Designed in Australia, free shipping over AUD 80, the 60-day risk-free trial and independent lab testing now run as a band immediately under the hero, so the guarantee is read before the first scroll rather than four screens later.
- Trust band
- Risk reversal
- Four claims
03
Social proof
Real press logos replaced the placeholders
The strip now carries Broadsheet, Peppermint, WellBeing, Missing Perspectives, Clean and Conscious and QUT, under a heading that frames them as editorial recommendations rather than a row of unexplained marks. Reviews were rebuilt as image cards so the proof is visual as well as written.
- Six publications
- Framed heading
- Image reviews
04
Objection handling
A comparison table where none existed
Six rows comparing Inoya against most brands on silicone grade, petrochemical fibres, independent lab testing, heavy metal testing, ingredient transparency and the 60-day trial. This is the block the old page had no answer for, and it is the one that does the work against a cheaper competitor.
- Comparison table
- Six rows
05
Lower funnel
FAQ rewritten around real objections
Three generic questions became eight that match what actually stops a first order, including cup versus pads, choosing the wrong size, washing reusables and wearing the cup overnight, with a help link for shoppers who still cannot decide.
- Eight questions
- Help link
- Author byline
06
End of page
A closing offer instead of a signup form
The page now closes on the 60-day trial, one filled button and three reassurance lines, including the cost comparison against tampons. The newsletter moved to the footer, where a signup form belongs on a page whose job is a first order.
- Closing CTA
- Risk reversal
- Cost framing
Before and after
Same brand, different page.
Nothing about the colour palette, the typefaces or the photography changed. The difference is what a visitor can see and answer for themselves without leaving the page.
Before
Old homepage, above the fold
Seasonal headline, one call to action, no product, no proof, no price and no guarantee visible on the first screen.
After
New homepage, above the fold
Positioning headline, product image with award badges, the live offer stated in words, two calls to action and a guarantee band underneath.
Before, full page
Old homepage, full scroll
Fourteen sections in no particular order, ending on a newsletter form and a blog roll.
After, full page
New homepage, full scroll
Proof, product, values, founder story, comparison, reviews, FAQ, articles, then a closing offer. Each section answers the question the one above it raises.
Results
First full month on the new page.
The new homepage went live at the end of June 2026. May and June are the baseline, July is the first full month running on the rebuilt page. Figures are taken from the store's Shopify analytics in Australian dollars.
| Month | Total sales | Orders | Average order value | Returning customer rate |
|---|---|---|---|---|
| May 2026 | AUD 3,635 | 52 | AUD 65.62 | 0% |
| June 2026 | AUD 4,129 | 56 | AUD 72.73 | 1.81% |
| July 2026 | AUD 6,763 | 83 | AUD 77.04 | 4.87% |
Read the average order value line together with the orders line. Order volume rose by roughly half while the average basket also grew, which is the pattern you want from a homepage change rather than from a discount.
Scope
What the rebuild actually covered.
One page, built properly, rather than a light touch across the whole store. Product pages, collection pages and the blog were left exactly as they were.
What the rebuild covered
In scope
- Homepage information architecture, section by section
- Copywriting for every section on the page
- Award, press and review proof placement
- Comparison table and FAQ built from real objections
- Mobile layout rebuilt separately, not simply stacked
- Sections built as editable theme sections for the client
And what this case study does not claim
Worth stating plainly
- A limited-time steriliser offer also ran in July, alongside the new page
- Session and conversion rate figures are not included here
- Paid media spend and channel mix were not part of this project
- One month is not a seasonality-adjusted result
Questions
The things clients ask us next.
If your question is not here, ask it directly. We would rather answer it before a project starts than halfway through one.
Was this a full site redesign?
No. The homepage only. Product pages, collection pages and the blog were untouched, which is why the change in results can be read against a single page rather than a whole store rebuild.
Did the July offer cause the lift on its own?
It contributed, and we would not pretend otherwise. The point worth making is that the same kind of offer was invisible on the old page. The rebuilt hero puts the offer in the headline area where a visitor reads it in the first two seconds, and the guarantee band under it removes the reason to hesitate. Without a split test neither of us can separate the two exactly.
Why is conversion rate not shown?
We are reporting from the store's Shopify sales analytics for this period, which gives total sales, orders and average order value. Where a client has clean session data from the start of a baseline period, we report conversion rate as well.
Can the client edit the new sections themselves?
Yes. Every section is a theme section with settings, so headings, images, chips, table rows and FAQ entries are all editable in the Shopify theme editor without touching code.
Do you do this for stores you did not build?
Yes, and most of the time that is the situation. We work on the existing theme rather than replacing it, unless the theme itself is the reason the page cannot be fixed.
Your homepage can carry more of the work.
Send us the URL and we will tell you which sections are doing nothing, in plain language, before you spend anything.