Valentin YeoCurrently, the “Sustainability / Plastic-free” message is not optimally placed to influence conversions. Positioned too low, it risks being overlooked, while too high it may distract from Teethlovers’ core purchase motivators: white teeth and dentist-approved benefits.
To increase conversions by positioning the sustainability section directly below the key benefits section (e.g., “Why our tooth powder works better than toothpaste”), so users see eco-friendly values as a secondary trust-building factor before reviews/social proof.
If we position the Sustainability / Plastic-free section midway down the homepage, directly under the Key Benefits, then users will be more likely to convert, because the eco-friendly value reinforces brand trust and differentiates Teethlovers after they’re convinced of product performance.
Sustainability / plastic-free content appears much lower on the page (closer to footer or after refills).
Risk: Users may not scroll far enough, meaning eco-benefits aren’t factored into purchase decisions.
Move the Sustainability / Plastic-free section directly below Key Benefits.
Impact (7/10):
Sustainability is not the primary motivator (whitening & dentist-approved are stronger), but when layered after benefits, it adds differentiation against competitors and builds trust.
Confidence (7/10):
Backed by CRO best practices: eco-messages as secondary reinforcers tend to improve conversions, especially for health/beauty eco-conscious shoppers.
Client feedback shows eco-values matter, but shouldn’t overshadow whitening.
Ease (9/10):
Pure repositioning of an existing section (no new design or content required).
Minimal dev/design effort.
Total ICE Score: 23/30
VWO link: https://app.vwo.com/#/test/ab/122/summary/?accountId=1091932
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