Conversion-first
Desktop converts at 0.20% while mobile converts at 3.29%. Every navigation choice funnels toward the purchase decision rather than away from it.Source: Mini Audit, last 90 days
Before laying out a single page, we anchored the navigation in what the audit and the discovery call told us. These four principles guided every trade-off — what to include, what to leave out, and how to organise it.
Desktop converts at 0.20% while mobile converts at 3.29%. Every navigation choice funnels toward the purchase decision rather than away from it.Source: Mini Audit, last 90 days
Seven products (max ten in year one) shown directly under Shop with their routine step visible — not hidden behind sub-collections. Customers shop by need, not by category type.
Ingredients lives in the top navigation, not buried in a footer link. The rebrand's promise of radical honesty shows up in the structure itself.
Mobile drives 85% of orders. The drawer is its own composition — a discount CTA above the fold, then nav — not a shrunken desktop menu.Source: Mini Audit, last 90 days
Every page that will exist on the new site, grouped by function. Hover the small LINKS badge on any node to see the proposed internal cross-linking from that page.
Proposed links from Shop
Reachable from header on every page · indicative
Proposed links from any product page
Same link pattern repeats on all 7 product pages · indicative
Proposed links from the bundle page
Layout: collection grid — cards by routine step · indicative
Proposed links from the Story
Currently has no return-to-shop link · indicative fix
Proposed links from Ingredients
Indicative — refined during content phase
Proposed links from Field Notes index
Single chronological feed at launch · indicative
Proposed links from any article
Indicative — refined during content phase
Proposed links from FAQ
Indicative — refined during content phase
Proposed links from Shipping
Indicative — refined during content phase
Proposed links from Contact
Indicative — refined during content phase
The full sitemap above translates to ten unique page templates that need design and build. Everything else is either a duplicate use of those templates, content migrated from the existing site, or theme defaults we won't touch.
unique page templates to design and build.All within the agreed Phase 4 contract scope
Four navigation items. Tested against the principle that fewer choices convert better. The Shop dropdown lists every product directly with its routine step visible — no separate sub-collections to click through. The Complete Routine bundle gets its own visual card on the right.
↑ Mega-menu shown in expanded state. Each product shows its routine step at-a-glance — bestseller called out with a small badge.
85% of your orders come from mobile, so the drawer is treated as its own design — not a stripped-down desktop menu. The 10%-off capture sits above the fold (it's the first thing thumbs reach), then navigation grouped by intent.
The drawer opens to a green block — the first place a thumb lands. It captures emails before the visitor decides to leave.
Eight in ten drawer opens are a buyer trying to find a product. Showing every product immediately — with its routine step — removes a tap.
Shop · Brand · Help — visually separated by dividers. The eye scans groups faster than it scans flat lists.
Lowest priority for new visitors (the 90% of mobile traffic that drives sales). Returning customers know to look down.
Each decision below answers a specific gap the audit identified. Calling them out so the reasoning is on the record before we move into design.
The bestseller drives 45% of revenue. It carries a small "Bestseller" badge inside the Shop dropdown and a spotlight section on the homepage. Everywhere a visitor pauses, the strongest product is one tap away.
Bundles lift average order value. We surface "The Complete Routine" inside Shop (with a Save £25 visual card), as a dedicated homepage section, and again in the footer. Three exposures without making the header noisy.
Passive in the announcement bar, prominent at the top of the mobile drawer, and persistent in the footer. The 10% discount Skinrules already promises now actually has somewhere to be claimed.
The new brand voice is radical transparency. Promoting Ingredients to a top-level navigation item makes that promise structural — not just a tone in the copy. It also gives the SEO-rich sustainability story a clear home.
The current site has none. A proper FAQ reduces customer service load, ranks for long-tail search, and removes pre-purchase doubt for the desktop visitor who's currently bouncing at 0.20% conversion.
Saying no is part of saying yes. These ideas are good — most will come back as growth opportunities once the foundation is live. Calling them out so they're on the record, not forgotten.
A skin quiz is a strong conversion tool but adds complexity and copy work. Better as a post-launch growth project, when we have launch data to brief it properly.
Discussed in discovery as a future phase. The current direction is bundles instead, which the marketing strategy supports. Subscriptions stay on the post-launch growth list.
Adds an app and ongoing fees for a 7-product catalogue where saving an item is barely a step removed from buying it. Revisit when the range grows.
UK only at launch. Internationalisation is straightforward to layer on later if export demand grows.
Skipped unless there's enough press coverage and stockist breadth to fill them. A thin page hurts more than no page.
Field Notes launches with a single chronological feed. Categories & tags can be added once there are enough posts to need filtering.
Following the demo session, we've confirmed BeauTech as the theme for the redesign. I'm running my final validation on the template library in parallel — but the next move is on your end so we don't lose the week.
It must be purchased on your Shopify account, not mine. The Buy button sits next to BeauTech in your admin.
Online Store → Themes → BuyJust a quick note with the figure — no screenshot needed. We'll deduct it from your final invoice.
Email to hello@rekavig.comThe theme is already included in the project price. The amount you paid Shopify comes off your final invoice at launch — net zero to you.
Reflected on launch invoiceAs soon as the theme is in your store, we install it on the dev preview and start building the structure approved here.
Phase 2 begins