Our Place

Mobile home leads with a testimonial carousel: a "PRO COOKWARE SET / NOCO" image and autoplay video, "Titanium Nonstick", and the line "The surface is all clad with titanium… it's just durable. — J. Kenji Lopez-Alt", with arrows and five dots. There's no hero headline, value prop, or shop CTA ahead of it.

Fix: A vague first screen thins the pool of buyers who reach any offer, and every order we lose at the top is an order we can't attach a bump or cross-sell to later. We'd merge a tight value line and a "Shop" CTA into that first screen so more qualified traffic lands on the PDP where the bundle and the second sale actually live.

The "Shop Bestsellers" rail runs cards with savings badges ("$299 SET SAVINGS", "SALE | $70 OFF"): "Titanium Pro Cookware Set (10 piece) $399 ($698 Value)", "Wonder Oven Pro $255 $325", each with a row of tiny color swatches and no Add button; the whole tile routes to the PDP.

Fix: This rail is high-intent, set-priced traffic, and right now every tap means a full PDP load before anything can be added. Bigger swatch targets plus an optional quick-add would let these sets enter the cart faster, and the sooner a set is in the basket, the sooner the drawer cross-sell gets its shot at a second item.

Home scrolls a marquee ("FREE RETURNS · FREE SHIPPING OVER $…") above an "Over 100,000 5-star reviews for our award-winning products" band, with a Food Network press quote further down. The free-shipping threshold appears as decorative marquee text rather than a concrete number wired to the cart.

Fix: A threshold shown as moving text does nothing for AOV: it never tells the shopper how much more to add. We'd state it as a specific, cart-linked line ("Free shipping over $135") so it becomes a spend target on home, then carry the same number into the drawer goal. As a Baseline pass it turns a decorative claim into the first rung of a spend ladder.

At 13,794px tall on mobile, the PDP carries exactly one Add to Cart: the terracotta button up near the top 13%, beneath the "Cookware + Bakeware Set (18 Piece)" tier card. We scrolled the entire page and found no fixed buy action across any band: specs, What's Included, editorial, FAQ, and reviews all pass with the cart action gone from view.

Fix: Every AOV mechanic we want to add downstream depends on getting the order placed first, and on this length the add button vanishes after a single swipe. A sticky bottom bar (price and "Add to Cart") restored the moment the buy box leaves the viewport keeps the order in reach, and it's the surface we'd later hang a bump on too.

The page begins with a "BENEFITS" block and a related-products accordion (Perfect Pot, Large Always Pan, Mini Always Pan 2.0); the "Select Option" tier selector and the terracotta button only show up further down, sitting beneath spec bullets and a stack of internal cross-links.

Fix: Burying the tier selector under specs costs us the moment a shopper picks the higher bundle. We'd lift the option selector and Add to Cart above the spec content so the 18-piece "MOST SAVINGS" upgrade is the first thing in reach: the closer the tier choice is to the top, the more upgrades clear before fatigue sets in.

A consent card ("Our Place and our vendors use cookies… Terms of Service … Privacy Policy … Cookie Preferences") loads as a large opaque overlay parked across the "Select Option — Cookware Set+ (16 Piece)" header and the "Color — Steam" swatches. We saw the same card return over the "Shop Bestsellers" area on home.

Fix: An overlay over the tier and color controls forces a dismiss before the shopper can even configure, and the configure step is where the bundle upgrade is won or lost. Re-anchoring consent to a slim bottom bar clears the buy controls so the higher-value tier is selectable from the first second the page settles.

Underneath the buy box the PDP lines up "Why You'll Love It" bullets, three trust icons ("3-Year Warranty", "100-Day Trial", "Free Shipping & Returns"), a "SEE WHAT PEOPLE THINK!" UGC strip, and the "REVIEWS (60,689)" accordion, while the buy box itself only shows "Free shipping $135+ and free returns" and Klarna.

Fix: The reassurance that justifies a $449–$459 set sits hundreds of pixels under the add button, so it can't do its job at the tier decision. Pulling a compact trust line (trial · warranty · 60,689 reviews) into the buy box is a Baseline move that raises confidence right where the higher bundle is chosen, and confident buyers reach for the bigger set.

Right under the terracotta button the PDP carries only "Free shipping $135+ and free returns", "From $41/month or 0% interest with Klarna · Check purchase power", and footnotes: no order bump, no "Frequently bought together", no low-ticket add at the add moment. The 18-piece "MOST SAVINGS" tier is the lone AOV lever on the page.

Fix: The instant a shopper picks the bundle and taps add is the highest-intent second in the funnel, and it's carrying nothing. We'd attach one relevant lower-ticket bump beside the button: a consumable, a utensil, a care or refill item. It's the invisible second sale: it lifts AOV on its own click without disturbing the bundle tier the page already sells well.

The owned drawer opens with a "Congrats! You get free standard shipping" bar whose meter is already full on this $459 order (Cookware Set+, "Steam", $459 / $677 Value, qty stepper and Edit). Under the line item the "Pairs Well With" carousel opens on the "Titanium Mini Perfect Pot Pro" at $84 (was $169) with a finish selector, an ADD button, and an arrow onward; the footer shows "Savings -$218", subtotal, "Add gift note", and "Continue to Checkout".

Fix: Two AOV levers are idle here. The free-ship reward is already won with no next tier, so the spend ladder dead-ends: we'd stack a second goal above it (a gift-with-purchase at the next threshold) to keep a reason to add. And opening the carousel on an $84 considered buy is a hard yes in a narrow drawer; we'd lead with a sub-$30 one-tap impulse add. Validate any threshold discount against your margins before locking it in.

The "Pairs Well With" slot is durable cookware (the Mini Perfect Pot Pro), not a refill, consumable, or care item, and the line item is a one-time durable set with nothing in the drawer that earns a repeat order.

Fix: Cross-selling another pot onto a one-time set gives us a single bump and no LTV: cookware barely repurchases. We'd put a consumable or care attach in the carousel (a ceramic-safe cleaner, replacement utensils, an oven mat) so the second sale is both cheaper to win now and the seed of a third sale on reorder.