A note on this one

I led the CRO strategy and design for Spacegoods as part of a CRO agency engagement — Spacegoods was the agency's client, and the conversion architecture and visual design were my work. The approach throughout was my Baseline framework, adapted to the brand's loud, high-energy personality.

The situation

Spacegoods had done the hard part. Rainbow Dust had built a genuine following — people loved the product, the brand had real personality, and the social proof was credible. But the store wasn't keeping up with the brand.

The layout led with the product. SKU names, ingredient stacks, flavour variants — all front and centre before the customer had any reason to care. The brand's real value proposition — sharper focus, sustained energy, the feeling of being switched on without the anxiety that comes with coffee — was buried below the fold.

A customer landing from a paid ad was being asked to evaluate before they were sold. The store was doing the wrong job.

What the audit found

Five structural issues were suppressing performance:

  1. Hero led with the product name, not the outcome. "Rainbow Dust V1.0" means nothing to a first-time visitor. The headline was describing the product instead of selling the result.

  2. The after-state wasn't anchored anywhere. Spacegoods customers aren't buying a powder — they're buying a version of themselves that's sharper, more productive, less reliant on coffee and caffeine crashes. That narrative was absent from the page's emotional lead.

  3. Pack pricing existed but wasn't doing conversion work. Three tiers were visible but the anchoring was weak — no clear "Most Popular" designation, no anchored comparison between single and multi-pack that made the upgrade feel like the obvious choice.

  4. Social proof was scattered, not concentrated. Reviews existed and were strong, but they appeared too far down the page and weren't sequenced: UGC video, then testimonials, then star ratings — none of them positioned at the moment of decision.

  5. The guarantee was present but not prominent. The money-back guarantee is one of the highest-leverage trust signals for a supplement brand — it eliminates the primary objection ("what if it doesn't work for me?"). It was there, but it wasn't doing the heavy lifting it needed to do.

What we built

The redesign applied the full Baseline Framework — restructuring section order, rewriting copy, and rebuilding the visual hierarchy from top to bottom.

After-state first. The hero was rewritten around outcome: productivity, mental wellbeing, energy without the crash. The product name was moved to a supporting role — it identifies what they're getting, not why they're buying it.

"Chase your dreams" — selling the identity, not the ingredient. A full-bleed lifestyle section was added to bridge the hero and the product explanation. Spacegoods customers are ambitious people who want to perform at their best. This section made that explicit — an aspirational after-state anchored in the brand's voice before the page got into any product specifics.

AIDA block: belief before buy. Mid-page, the Baseline AIDA format was used to move the customer from attention to desire. "Nothing exists until you create it" — a statement that speaks directly to the brand's audience, paired with a real customer voice and a clear path to the product.

Guarantee elevated. The 30-day money-back guarantee was moved to a prominent position: near the add-to-cart button, and again at the page close. For a supplement product with a first-time buyer, the guarantee is the permission structure — it converts "I'm interested but uncertain" into "I have nothing to lose."

Social proof restructured. Testimonials were moved to surface above the UGC video section, anchored with a real customer name and a quote that mirrored the core benefit claim. UGC videos followed, then the full review aggregation. The sequence builds credibility in layers rather than dumping all proof in one place.

Ingredient section rebuilt with benefit depth. Each key ingredient — lion's mane, ashwagandha, cordyceps, maca root, chaga, rhodiola — was given a dedicated card with three specific benefits. This made the product feel substantially more evidence-backed without adding any new claims: the same ingredients, explained properly.

The result

After launch, both primary conversion metrics moved significantly:

  • Add-to-cart rate: +66%
  • Conversion rate: +69%

The lift on add-to-cart was the leading indicator — it confirmed that more visitors were reaching a genuine buying intent by the time they hit the product page. The conversion rate lift followed, driven by the guarantee placement and the social proof restructure reducing last-moment drop-off.

The core mechanism: the store stopped asking customers to evaluate a product they weren't yet convinced they needed, and started helping them recognise themselves in the outcome. Once that sequence changed, the numbers moved.