Puracy today
01 / 05
Troopod
01 · Puracy
A trusted natural-care brand with clear digital headroom
Puracy has built a strong product portfolio across natural home care and personal care. The next growth opportunity is not only bringing in more traffic, but getting materially more value from the traffic already reaching the website.
1.52%
Purchase conversion rate
4.22%
Add-to-cart rate
3.04%
Reached checkout
60
Mobile Lighthouse score
Puracy vs high-performing category benchmarks
Metric
Existing
Benchmark
Gap
Add-to-cart rateVisitor to cart
4.22%
8.00%
-3.78 pts
Reached checkoutVisitor to checkout
3.04%
5.00%
-1.96 pts
Purchase conversionVisitor to order
1.52%
4.00%
-2.48 pts
Mobile performanceLighthouse score
60
90+
30+ points
Benchmarks are intentionally set toward the upper end for a US-based, replenishable, accessible-price-point DTC brand across home and personal care. They represent a strong operating target, not a universal category average.
Where the brand is underperformingThe clearest gap is before checkout: too few visitors are adding products to cart, which suppresses the entire funnel. Purchase conversion is also materially below relevant category benchmarks, while mobile performance remains well short of the 90+ experience target.
02 · Current Problems
Three connected problems are limiting website-led growth
The problems should be viewed together: storefront complexity suppresses speed, conversion leakage reduces revenue, and the current testing stack adds both cost and performance overhead.
60
CURRENT
→
90+
TARGET
60 → 90+ JOURNEY
① Technical performance
Troopod’s one-time optimisation more than doubled mobile performance and brought the site to a score of 60. The next journey is from 60 to 90+, which requires recurring app-stack optimisation, script governance and continuous regression control rather than another isolated one-time fix.
Recurring app & script governance
Continuous regression control
ATC
4.22%
Checkout
3.04%
Purchase
1.52%
BIGGEST REVENUE OPPORTUNITYADD-TO-CART GAP
② Conversion efficiency
The largest gap versus benchmark is at the add-to-cart stage: Puracy is at 4.22% against an 8.00% benchmark. This means the biggest revenue upside sits before checkout, in improving product discovery, PDP persuasion, offer clarity, subscription choices and CTA effectiveness.
−15 pts
LIGHTHOUSE IMPACT
$1K–$1.5K
PER MONTH
HIGH COST · −15 PERFORMANCE POINTS
③ A/B testing infrastructure
Visually.io alone reduces the Lighthouse score by approximately 15 points, while costing around $1,000–$1,500 per month. Despite that cost and performance penalty, it is not generating meaningful conversion upside; conversion is instead trending down while the tool remains active.
03 · Solutions
Full-Stack Website Growth Partnership
Instead of coordinating separate tools, agencies and internal teams, Troopod owns performance, CRO and experimentation as one connected operating layer, reducing cost, handoffs and execution delays.
60CURRENT
→
90+TARGET
AuditOptimiseRe-test
CONTINUOUS PERFORMANCE MANAGEMENT
① Technical performance
Recurring audits and optimisation will first protect the gains already achieved and prevent the score from dropping. Troopod will then systematically address the identified app, script and theme-level gaps to move Puracy step by step from 60 toward 90+.
TrooCROcontinuous loop
Diagnose
Prioritise
Experiment
Measure
4.22%→8.00%
ADD-TO-CART IMPROVEMENT LOOP
BENCHMARK-LED CONVERSION OPTIMISATION
② Conversion Optimisation
TrooCRO will identify the highest-impact conversion gaps across the funnel, beginning with the add-to-cart opportunity. These insights will be translated into a strategic experimentation roadmap, with each initiative prioritised, launched and measured against Puracy’s category benchmarks.
View sample TrooCRO report →Visually$1K–$1.5K / month−15 score points
→
TroopodIN-HOUSE TESTINGminimal speed impact
LEANER EXPERIMENTATION STACK
③ A/B testing
Troopod’s in-house A/B testing layer replaces the expensive third-party setup with a cost-effective alternative designed to minimise website-speed impact. The same team that defines the roadmap can implement, QA and measure experiments without additional vendor handoffs.
One accountable growth partner
One roadmap, one execution team and one measurement layer across the full website growth stack, reducing coordination overhead and keeping accountability clear.
LOWER COST · FEWER TO-AND-FROS · OPTIMAL RESULTS
PROVEN WEBSITE GROWTH
See how Troopod drives measurable results across performance, CRO and experimentation
View case studies →
04 · Commercials
Flexible plans, stronger value when bundled
Each workstream can be engaged independently, while the bundled plans reduce total cost and remove coordination across separate tools, vendors and teams.
TECHNICAL PERFORMANCE
Recurring Performance Optimisation
$1,000 / month
- Monthly technical audit at the start of every month
- Prioritised optimisation roadmap based on audit findings
- Execution of approved performance improvements
- Coordination with app vendors to improve script behaviour
- Research and recommendations for lighter alternative plugins
- Regression monitoring to protect existing performance gains
RECURRING · MONTHLY DELIVERY
CONVERSION OPTIMISATION
Managed CRO
Programme
$2,000 / month
- Monthly performance review and roadmap refresh based on test results
- End-to-end experimentation: idea, design, development, QA, launch and analysis
- A/B testing across homepage, collection pages, PDP, cart and checkout
- Up to 4 experiments per month, depending on complexity
- Experiments run on Troopod’s experimentation platform
- Bi-weekly performance reports
UP TO 4 TESTS / M
A/B TESTING PLATFORM
Managed Experimentation
Infrastructure
$500 / month
- Fully managed A/B testing setup and operation
- Coverage for up to 200,000 monthly sessions
- Experiment dashboard connected with Google Analytics
- Weekly performance reporting
- Lightweight implementation with minimal website-speed impact
- Ongoing QA and experiment monitoring
UP TO 200K SESSIONS / MONTH
Bundled engagement optionsBEST VALUE
Full-Stack Website Growth Partnership
Technical Performance + Conversion Optimisation + A/B Testing
$2,500 / month
SAVE $1,000 / MONTH
Conversion Optimisation + A/B Testing
Managed CRO programme with Troopod experimentation platform included
$2,000 / month
A/B PLATFORM INCLUDED
Personalised outcome-linked commercial
We've built a personalised, outcome-linked commercial model for Puracy: a fixed component that covers our delivery cost, and a performance-linked variable component tied to the average uplift measured across all shipped experiments each quarter. Modeled below on Puracy's actual last-quarter traffic and order value.
Fixed
$1,500/ month
Covers delivery cost. Billed quarterly in advance, regardless of measured uplift.
Variable
Rest of fee
Based entirely on performance: the average uplift measured across all shipped experiments each quarter.
Return on net new spend, by average uplift across experiments
Lift tier
Incremental revenue (3mo)
Gross fee (3mo)
Internal spends retired
Net new spend
Return
12.5%10–15% BAND
$29,365
1.71% conv. rate
$6,500
$4,500 fixed + $2,000 bonus
−$4,500
$1,500/mo retired
$2,000
14.7x
RETURN
20%15–25% BAND
$46,983
1.824% conv. rate
$7,000
$4,500 fixed + $2,500 bonus
−$4,500
$1,500/mo retired
$2,500
18.8x
RETURN
30%25%+ BAND
$70,475
1.976% conv. rate
$8,000
$4,500 fixed + $3,500 bonus
−$4,500
$1,500/mo retired
$3,500
20.1x
RETURN
◆ DATA CONSIDERATION
Internal spends retired is modeled at $1,500/month.
◆ DATA CONSIDERATION
3,74,032 sessions and 1.52% conversion are last quarter's actuals.
Two levers, same target: uplift can come from conversion rate or AOV
The uplift can be reached either by lifting conversion rate or by lifting average order value, since both move revenue identically at fixed traffic.
Target tier
Path to tier
Incremental revenue (3mo)
Return
12.5%ENTRY TIER
1.52% → 1.71%
$29,365
14.7x
20%MID TIER
1.52% → 1.824%
$46,983
18.8x
30%TOP TIER
1.52% → 1.976%
$70,475
20.1x
Why this matters
Both levers are underindexed for Puracy: conversion sits well below category benchmark (1.52% vs. 4.00%), and AOV at $41.32 has real headroom through pack-size, bundling and subscription choices. Either lever independently reaches the same tier, so the engagement isn't locked into one path. Experiments span both: PDP and checkout CRO on one side, bundling, subscribe-and-save and cross-sell on the other, prioritised on whichever moves faster for Puracy.
Commercial terms
Engagement term: All commercials are based on a 12-month engagement.
Pilot structure: Starting as a 3-month pilot on the performance-linked commercial above. If an average uplift of 10%+ is achieved across shipped experiments, the engagement converts to a standard 12-month contract.
Payment terms: Minimum quarterly billing, payable in advance. For the performance-linked option, the fixed component is billed quarterly in advance and the bonus component is invoiced at end of quarter based on measured average uplift across all shipped experiments, verified jointly against agreed baseline and methodology.
Proposal validity: These commercials are valid for 15 days from the date of the proposal.
Applicable taxes, if any, will be charged additionally.
05 · Next Steps
Align the scope, establish the baseline, then begin execution
Once aligned, we can move directly into onboarding and execution.
01 · Align on the scopeConfirm the selected workstreams, monthly output, KPIs and ownership.
02 · Confirm commercialsAgree on pricing, contract term and payment structure.
03 · Access and baselineProvide analytics, Shopify, testing and performance access for a clean starting benchmark.
04 · KickoffAgree on the first 30-day priorities and begin implementation.