BJ's RAW - CRO Audit

CRO audit of a raw pet food eCommerce brand — pinpointing why the homepage wasn’t converting and the redesign that fixes it.

Year

2025

Services

Web Design & CRO Audit

Industry

Healthcare

Before and after mobile homepage for BJ's RAW: the original hero with text over a dog eating, and the redesign with a free-shipping bar, category shortcuts, a 5.0 star reviews bar, a hero of a dog eating from a BJ's RAW bowl, the headline Pet Food for Dogs & Cats and an Explore Our Products button.

Use a minimal top announcement bar with a free shipping icon. Your nav should be responsive, just like the rest of your site. Decide what is critical for users to access outside the mobile menu and place it in the navigation. Decrease the size of the logo and Following the general rule of thumb—logo (home), menu, and cart.
Featuring top categories above the hero boosts user experience by offering quick, visual access to popular sections and guiding the shopping journey.
Displaying your reviews and a high star rating builds instant credibility, encouraging trust from new users.
The new hero image effectively showcases the product. Ensure the image is optimized for quick loading to maintain engagement.
Enhance the headline and highlight the unique selling point of your service, making a compelling case for users to buy.
Pull in full-width CTAs at the bottom of the page navigating your users to Explore Supplements. Ensure action buttons are 56px in height on mobile, sit at the bottom, and use them as communication tools.

Recommendation

The Audit: Why the Homepage Wasn’t Converting

The Challenge

Cluttered navigation and an oversized logo competed with the message

The free-shipping incentive wasn't surfaced in a top announcement bar

Top categories weren't surfaced above the hero

No ratings or social proof to reassure new visitors

The hero didn't show the product clearly or load efficiently

The headline didn't lead with a clear, unique selling point

A weak CTA with no clear next step

The Solution

We redesigned the homepage around conversion best practice — a clean nav with a free-shipping bar, top categories above the hero, prominent ratings, a clear product hero, a benefit-led headline, and a high-contrast CTA. The result is a focused, mobile-first homepage built to convert.