A conversion-rate-optimization engagement for LegaCare — fixing the trust, funnel, and architecture issues that are throttling a genuinely loved product.
LegaCare sells a color-changing 4-in-1 foundation for women 45+ that customers genuinely love — 4.68/5 on Judge.me and thousands of Trustpilot reviews. The problem isn't the product. It's that the storefront actively erodes trust and leaks conversions at nearly every step of the funnel: a broken/empty About page, a pre-selected subscription that triggers chargeback complaints, and 71+ live pages for a ~15-product catalog that fragment SEO and ad spend.
Our audit surfaced 15 prioritized opportunities (ICE-scored). The top three are high-confidence, low-effort fixes that address the brand's single biggest barrier — trust — and stop the bleeding from involuntary subscriptions. The chargeback issue alone is estimated to cost $5,000–$20,000/month in fees, lost product, and refunds, on top of the reputational damage suppressing branded-search conversion.
This proposal lays out a 90-day managed CRO program: emergency trust fixes in weeks 1–2, high-impact testing in month 2, and iteration on winners in month 3 — with measurement and revenue attribution throughout. JL Software pairs data-driven experimentation with hands-on Shopify (Liquid/CSS/JS) execution, so findings turn into shipped changes, not slide decks.
| Metric | LegaCare (est.) | Industry benchmark | Gap |
|---|---|---|---|
| Conversion rate | ~2.0–2.5% | 3.0–4.5% | −1.5 pts |
| Mobile CVR | ~1.0–1.5% | ~1.8% | −0.5 pts |
| Average order value | ~$60–65 | $42–65 (mass) | in range |
| Cart abandonment | ~85%+ | 80.9% | +4 pts |
| Trustpilot rating | 4.0★ | 4.3★+ | −0.3★ |
| 3rd-party scripts | 11+ | 4–6 | 2× bloat |
| URLs per flagship product | 6 | 1 | 6× duplication |
Estimates triangulated from the public storefront, Judge.me/Trustpilot review volume, and 2025–26 beauty-DTC benchmark data (Triple Whale, ConvertCart, Baymard). With live GA4/Shopify analytics access, these baselines are refined in week 1.
Switch the PDP default from "Subscribe & Save" to one-time purchase (opt-in, not opt-out). This is the single biggest source of chargebacks, refund requests, and 1-star reviews. We remove it, not test it — dark patterns buy short-term subscription revenue with long-term brand destruction. LOE: 15 minutes.
Create a real About page — founder story, team, ABN, registered address, manufacturing & TGA/cruelty-free credentials — server-rendered in native Shopify (not PageFly). For a brand fielding trust questions, this unlocks every downstream optimization. LOE: 4–6 hours.
Audit all 71+ pages, set one canonical URL per product, and 301-redirect the rest. Six URLs competing for "changing foundation" is textbook keyword cannibalization that also fragments ad landing pages and analytics. LOE: 8–12 hours.
Place a specific, risk-reversing guarantee beside the Add-to-Cart button. "Shade-match" speaks directly to the #1 hesitation for a color-adapting foundation, far better than a generic "money-back" line. LOE: 2 hours.
Replace the category-label hero ("Changing Foundation & Skincare") with a problem-first, benefit-led headline and targeted social proof ("41,000+ women over 45"), with a clear "Find Your Match" CTA. A/B tested against the current hero. LOE: 6–8 hours.
Full backlog includes 10 more: ingredient lists, Trustpilot widget, UGC before/after gallery, script-bloat reduction, bundle-pricing fix, exit-intent capture, back-in-stock alerts, PageFly→native migration, and a reputation-management program.
Projected 90-day revenue impact
incremental CVR lift at ~2,000 sessions/mo & $65 AOV — plus an estimated $5,000–$20,000/mo recovered from reduced chargebacks & refunds. Scales directly with traffic: at 5,000+ sessions, multiply accordingly.
Recommended: Growth. The opportunity set is front-loaded — week-1 trust/chargeback fixes plus a month-2 testing program fit a ~12 hrs/week cadence and pay for the retainer through recovered chargebacks alone.
JL Software is a conversion-optimization studio specializing in Shopify e-commerce. We combine rigorous experimentation with deep Shopify expertise — Liquid theme development, ShopifyQL analytics, performance work, and AI-powered competitive research — to turn audit findings into shipped, measurable revenue growth. We don't hand over a deck; we implement.