AG1

On the phone, screen one is just the AG1 logo, a cart icon, a hamburger, and a full-width swipe carousel with chevrons: no price, no add-to-cart, no "Try AG1 Now". The €87→€67 "Get started with AG1 today" box only loads roughly a quarter of the way into a ~16,000px scroll.

Fix: Every bump, term upgrade, and post-purchase offer multiplies against the base order rate, and that rate is throttled when the offer hides behind a decorative slider on the only buy surface a phone gets. We'd surface a condensed offer summary and the price in the hero so more thumbs reach the buy decision the second sale builds on.

The persistent top bar shows "LIMITED TIME SALE. NOW €67 (WAS €87) ON YOUR FIRST ORDER + FREE SHIPPING" on every screen: a permanent banner with no countdown and no scarcity quantity behind the claim.

Fix: A standing "limited time" on the most-seen mobile element burns its own credibility, and a discount nobody believes anchors first-order value low. We'd swap it for the concrete stacked figure, "First order: free Welcome Kit + D3K2 + Travel Packs, €20 off", which both reads true and frames the order at a value worth attaching to.

The offer box prices the pouch at €87 / 2,90 €/serving, stacks Welcome Kit, D3+K2 and 5 Travel Packs to €0, knocks €20 off to a €67 total, and ends in one "Try AG1 Now →" button. On the phone there's no quantity field, no one-time-vs-subscribe choice, and no longer prepaid term: one pouch on subscription is the only order possible.

Fix: This is first-order value capped by design. We'd add a quantity selector and a prepaid-term ladder (e.g. 1 vs 2 pouches, or a 3-month prepay) right in the box, so a buyer ready to spend more places a bigger first order in one tap instead of being held to a single pouch.

"Try AG1 Now →" sits only inside the offer box, partway down the page, and nothing sticky trails the thumb. A buyer warmed up by the testimonial carousel, expert row, UGC, or FAQ further down has to scroll all the way back to that one button to act.

Fix: Every order this page loses to a scroll-back is an order no second sale ever touches. We'd pin a sticky mobile add-to-order bar ("AG1 first order €67 · Try AG1 Now") once the offer box scrolls past, capturing intent built lower in the funnel and feeding the bump and post-purchase steps downstream.

Below the button the only reassurance is "✓ Free delivery** · ✓ Flexible subscription · ✓ 30 days money-back guarantee", with "€67" and a footnoted "first month**". The real €87/month renewal price is tucked into footer legal copy, well away from the decision on a long mobile page.

Fix: On a subscription this is an LTV problem, not just a trust one: a renewal surprise drives the first-cycle cancels that erase the second-sale margin you've worked to add. We'd state it plainly at the CTA ("€67 first month, then €87/mo, skip or cancel anytime") so the subscription the upsells compound on actually survives month two.

"Flexible subscription" is just two words in the microcopy row and never expands into the actual skip / pause / cancel mechanics on the mobile buy surface; the asterisks defer to fine print instead of spelling it out inline.

Fix: The flexibility objection is what kills the recurring commitment that carries all the LTV. We'd make it concrete right by the CTA ("Pause, skip a delivery, or cancel in one tap, no fees") so the buyer commits to the subscription confidently, keeping the base every future second sale is layered onto.

The mobile offer box hands over Vitamin D3+K2 (worth €24) and 5 Travel Packs (worth €17) free inside the first order, concrete proof these complementary SKUs exist and are attach-ready. Yet they only ever appear as giveaways; nowhere in the funnel can a buyer add an extra D3+K2, more Travel Packs, or a second pouch as a paid item, and the cart surfaces none of them.

Fix: The margin and supply work on these SKUs is already done. AG1 just never sells them. We'd monetise them as paid order bumps at purchase and as a one-click post-purchase offer on the confirmation step, no checkout editing required, so the same products that justify the bundle also lift order value. Keep any bump discount within margin before making it permanent.

Proof is fragmented across separate mobile bands: "15 years of research in every scoop" with Microbiome / Nutrient levels / Bioavailability tabs, a "Recommended by athletes, experts and high-performers" carousel (Hugh Jackman), "AG1 is trusted by experts" (Dr. Victoria Nicholas, Georg Abel PhD), and "Built on research, lived by real people" UGC (Florian). None of it sits beside the offer box or the buy button.

Fix: Proof that doesn't touch the order does nothing for take-rate. We'd lift a concise aggregate rating and review count up beside "Try AG1 Now →" and set one expert or celebrity line next to the price, so the credibility supports the order (and the larger first order we want on it) at the point of decision.

The certification badges form a tall vertical column right below the offer box: "PRODUCT OF / Commitment to a Clean Sport" (Cologne List), "INFORMED SPORT — WE TEST · YOU TRUST", "Men's Health LAB APPROVED 2025", "INDY/BEST BUY INDEPENDENT", one per row, low-contrast, padding the scroll without supporting the price.

Fix: These endorsements are diluted into a faint stack that just pushes the rest of the funnel further down the phone. We'd compress them into one compact trust strip at the CTA, so the proof firms up the buyer's confidence to commit to a larger order rather than reading as decorative filler below the box.

The mobile footer collapses to "CONNECT / Join Our Newsletter" with an email field, accordion columns "SHOP" and "LEARN MORE" that expose "Refer Friends" and "AG1 Reviews", and a Trustpilot "Great" widget, none of which appear on the buy surface, in the empty cart, or near the offer box; they live at the very bottom of the ~16,000px page.

Fix: A referral program, a review hub, and a newsletter capture are already built and earning nothing because none fire at a moment of momentum. We'd trigger Refer Friends as a post-purchase or account hook, route happy buyers into the review module, and surface newsletter capture earlier, so each completed order compounds into acquisition and proof instead of dead-ending in a footer accordion.

The captured mobile PDP is identical to the homepage: same announcement bar, same nav, same carousel hero, same offer box. There's no dedicated product page; detail is split between a "View Supplement Facts" link and the Microbiome / Nutrient levels / Bioavailability tabs higher up.

Fix: With no real product page, the buyer who wants to scrutinise an €87/month commitment has nowhere to do it, and no surface to be offered a bigger or longer-term order. We'd build a true PDP that co-locates the offer, full supplement facts, reviews, the FAQ, and a quantity/term ladder, so consideration and a higher-value order happen in one mobile scroll.

The "Questions? We've got answers" FAQ sits far down the mobile page (collapsed rows "What is AG1?", "Which ingredients are in AG1?", "How do I know if AG1 is right for me?", "What products does AG1 replace?", "How does AG1 taste?"), after every proof band, with no CTA in reach.

Fix: The FAQ resolves the exact objections that block the order, but a resolved objection with no nearby buy button is a lost sale. We'd surface the highest-objection answers near the offer box and repeat the CTA directly under the FAQ, so an answered question converts into an order (and a chance to attach to it) on the spot.

AG1 is headless with no standard Shopify cart; the cart icon opens a "Your Cart" drawer whose empty state is just a cart icon, "Add items to your cart", the line "Browse our products and add items to start your order", and a "Start Shopping" button. No recommendations, no recap of the €67 stack, no offer reminder.

Fix: A full-screen mobile cart drawer is the single highest-intent surface in the funnel, and here it sells nothing. We'd replace the dead-end with a first-order value recap plus one relevant paid add-on (an extra D3+K2 bottle or more Travel Packs) so the drawer reinforces the bundle and pulls in a second unit instead of resetting the buyer to "Start Shopping".

The announcement bar promises "+ FREE SHIPPING" sitewide, yet the mobile cart drawer carries no free-shipping progress bar and no goal cue; once the offer is in, the drawer holds a fixed bundle with no in-cart add-on, upgrade, or cross-sell.

Fix: The offer stack proves AG1 can merchandise; the live cart simply never does. We'd drop one paid in-drawer add-on once the offer is in (an extra D3+K2 or a Travel Pack multipack framed as added value) with a simple goal cue, so the highest-intent moment earns AOV. Validate any add-on discount against your margins: a % off reduces net revenue on that SKU; test the take-rate before committing to a permanent threshold.