KOKAE — Kollagenpeptide PDP Optimisation Proposal

Proposal

The ads are sending the right people. The product page is where the conversion is lost.

Over the past 30 days, KOKAE's ad-driven traffic — Meta clicks plus the branded Google searches that follow when someone screenshots an ad and looks up the brand — sent xxx qualified visitors to kokae.ch. xx% of them landed directly on a product page, more than x.x× the rate seen for direct traffic, and proof that the ads are doing their job: the targeting and creative are working. But the funnel breaks at the next step. Of the people who landed on the Kollagenpeptide PDP, only a small fraction added the product to cart.

One product carries the business. The Kollagenpeptide PDP attracts x.x× the traffic of the next product and represents the majority of monthly revenue. It is the highest-leverage page on the site — and the place where the qualified, interested traffic the ads deliver is currently leaking out.

This proposal scopes a rebuild of the Kollagenpeptide product page in the structured, education-led format used by leading supplement DTCs. Conservative modelling on current traffic shows the rebuild paying back in additional purchases within the first month — at no incremental ad spend.

01 — Why Kollagenpeptide

PDP Visitors / 30d

x,xxx

Unique visitors across DE, EN, FR, ES, IT versions

Share of PDP Traffic

x,xxx

Of all x,xxx product-page viewers across the site

Ad-driven Orders / 30d

x,xxx

Manually verified Shopify orders attributed to ad campaigns

Ad-driven Revenue / 30d

x,xxx

(Total Shopify gross: Fr. x,xxx brut)

Fr. x,xxx from ad-attributed sales — average order value Fr. x,xxx

KOKAE vs. DTC benchmarks — where we stand

Last 30 days

Funnel step	KOKAE	DTC benchmark	Gap	Status
Ads → product page	xx%	12–18%	+xx pts	Above
Product page → add to cart	xx%	8–12%	−x pts	Below
Cart → checkout	xx%	50–60%	In range	Healthy
Checkout → purchase	xx%	55–70%	~In range	Healthy
Best retargeting ad ROAS	x.x×	3–5×	+x.x×	Above

The pattern is unambiguous. Every step where ads or checkout do the work, KOKAE matches or beats the DTC benchmark. The only step that underperforms is the one in the middle — what happens on the product page itself, between landing and adding to cart. That single gap is where roughly xx incremental orders per month are sitting.

Top product pages — traffic & order frequency

PostHog · 30 days

Product	Unique visitors	Orders containing item	Share of PDP traffic
Kokae Kollagenpeptide	x,xxx	x,xxx	xx%
Skin Glow Set	x,xxx	x,xxx	xx%
Wave Shaker (BPA-free)	x,xxx	—	xx%
HydraMatcha Mask	x,xxx	x,xxx	xx%
Kollagen Mixer	x,xxx	x,xxx	xx%
Eye Patches	x,xxx	x,xxx	xx%

How to read this: "Orders containing item" counts orders where the product appeared as a line item — orders frequently bundle multiple products, so totals exceed the xx ad-driven orders placed. Kollagenpeptide appears on roughly xx% of all orders, making it both the largest traffic driver and the most consistent revenue contributor.

02 — Where the funnel breaks

A site-wide PDP-view rate is misleading on its own — direct traffic includes returning customers, support visits, and people typing the URL who don't necessarily browse to a product. The right way to read this funnel is by source, looking specifically at how paid traffic behaves against direct.

Funnel by traffic source — the ads work, the PDP doesn't

PostHog session-level · 30 days

Source	Sessions	Reached a PDP	PDP-view rate
Ad-driven (Meta + branded Google)	x,xxx	x,xxx	xx%
Direct	x,xxx	x,xxx	xx%
Other	x,xxx	x,xxx	xx%

Strong: Ads → PDP

x,xxx

Ad-driven sessions reach a product page at x.x× the rate of direct traffic. The ad targeting and creative are sending qualified, intent-rich visitors to the right product page.

Weak: PDP → cart

x,xxx

Site-wide, only xx of x,xxx PDP viewers added the product to cart. This is what the rebuild fixes.

Why combine Meta and Google. Branded Google searches in this category are downstream ad outcomes: people see an ad on Instagram, screenshot it or remember the brand name, and find KOKAE on Google later. Counting them separately understates ad performance. Direct traffic, by contrast, is mostly returning customers and people typing the URL — a different audience entirely.

03 — Why visitors don't add to cart

The Kollagenpeptide PDP is not empty — most of the right elements exist on the page. The problem is that they are buried below the fold, written in a register that doesn't answer the questions a paying visitor actually has, and surrounded by repetitive marketing copy that doesn't justify the Fr. x,xxx price point.

Current PDP — what's structurally weak

Right elements, wrong execution

FAQ exists, but is at the bottom and answers the wrong questions. The 6 questions cover collagen biology in general — not the questions a buyer hesitating at the cart actually has.
Comparison block exists, but is text-heavy and below the fold. Four comparison points (synergy nutrients, clean label, bioavailability, premium raw materials) sit deep in the page as long-form text rather than a scannable, above-the-fold table.
Hero copy repeats the same claim three times. "Kollagenaufbau," "Premium Kollagenkomplex," "hydrolisiertes Kollagen für maximale Bioverfügbarkeit" all communicate the same idea without giving the visitor a single specific, testable promise.
No bag size in grams or servings per bag. "20g daily" is mentioned in an FAQ at the bottom, but never translated into "X grams per bag = Y servings = Z weeks of use" anywhere visible.
No collagen type, source, or molecular weight. "Hydrolysiertes Rinderkollagen" is the only specification — premium-priced supplements need Type I/II/III, hydrolysis grade, peptide weight in Daltons.
Ingredient blocks are paragraph-style. No grouping by function, no scannable structure — visitors who don't want to read a textbook page bounce.
No reviews above the fold. "5'000 Reviews!" is claimed in the hero, but no actual review snippets appear until the visitor has scrolled past everything else.

Proposed PDP — what changes

Same content, restructured for conversion

Hero with a single, specific promise. One claim, one supporting stat, one CTA. Modelled on Huel Daily Greens and IM8 Essentials.
Product specifications block, above the fold. Grams per bag, servings, daily dose, collagen type, source, hydrolysis grade — all visible without scrolling.
Comparison table moved up and condensed. Existing 4 points reformatted as a scannable side-by-side table, placed mid-page rather than buried.
FAQ rewritten and reorganised by purchase-blocking question. Replaces "what are collagen peptides" type questions with the actual hesitations buyers have at the cart: how does it taste, can I cancel, what if it doesn't work, when do I see results.
Ingredient accordion in 4 functional blocks. Collagen complex · Hydration · Antioxidants · Bioavailability — same content, scannable structure.
Why-it-works module with 2–3 verified statistics. Replaces repetitive marketing copy with one clear scientific narrative.
Review snippets above the fold on mobile. Reinforces the "5'000 Reviews" claim with actual social proof at the moment of decision.

04 — Modelled impact

Projected outcome on current traffic — no extra ad spend

Current PDP→cart rate

xx%

xx add-to-carts from x,xxx PDP viewers per month

Target rate (lower benchmark)

xx% →

xxx add-to-carts per month — a xx-cart lift on identical traffic

Projected monthly purchases

~xx

Up from xx, holding checkout conversion constant. ~xx additional orders per month.

Current AOV

x,xxx

Fr. x,xxx across xx ad-driven orders, last 30 days

Incremental orders / month

x,xxx

Direct lift from PDP-to-cart improvement at constant traffic

Estimated revenue lift

x,xxx

Per month at current AOV — approx. Fr. x,xxx annualised, no extra paid spend required

What this estimate excludes: retargeting compounding (the retargeting carousel ad delivered x.x× ROAS on small spend — a stronger PDP makes that signal scalable), the iOS attribution gap (Shopify gross is Fr. x,xxx brut vs Fr. x,xxx captured), and any halo effect on repeat purchases. Fr. x,xxx / month is a conservative floor.

05 — Proposed scope

Phase 1 — Kollagenpeptide PDP rebuild Deliverable

Audit & competitor benchmarking. Detailed teardown of the current PDP and structured analysis of 4 reference pages (Huel Daily Greens, IM8 Essentials, Belevel, one premium Swiss collagen brand).

Page architecture & wireframe. Mobile-first wireframe covering the 8 sections listed in section 03 (hero, specs, why-it-works, ingredients, comparison, FAQ, reviews, social proof).

Copy & content production. All on-page copy in DE and EN, written in the factual, educational register that matches KOKAE's brand voice — "präzise. Reduziert. Wirksam." Three verified statistics sourced and referenced.

FAQ rewrite. Replace existing FAQ with purchase-blocker questions sourced from real hesitations: taste, refund, results timeline, comparisons to other brands, dosing, side effects.

Ingredient breakdown restructure. Existing ingredient content regrouped into 4 functional blocks with concise, scientifically credible explanations.

Visual assets. Specifications panel, ingredient accordion graphics, comparison table layout — all using KOKAE's existing visual system.

Implementation in Shopify. Direct page build on the existing Shopify theme — no template change required.

Tracking & measurement plan. PostHog funnel set up specifically for the new PDP — PDP view → add to cart → purchase, separated by traffic source — so the impact is measurable from day one.

Phase 2 — Conditional, after 30-day measurement Conditional

If PDP→cart rate ≥ xx%: apply the same template to the next two PDPs by traffic — Skin Glow Set and HydraMatcha Mask. Same structure, fraction of the build effort.

If PDP→cart rate < xx%: diagnostic round on which sections underperform (heatmap, scroll depth, on-page A/B), then targeted iteration before scaling further.

06 — Why this is the right next step

Reason	Evidence from this period
The ads are working — the PDP is the limiting factor	Ad-driven sessions (Meta + branded Google) reach a PDP at xx%, more than x.x× direct traffic. The targeting and creative are doing their job. The leak happens entirely on the product page itself.
Highest-leverage page on the site	Kollagenpeptide attracts x.x× the traffic of the next product and appears on roughly xx% of all orders. Improvements here move the whole business.
Post-cart funnel is healthy — checkout is not the problem	Across all sources, ~xx% of cart-adders reach checkout and ~xx% of those purchase. The work needs to happen before the cart, on the PDP.
Brand voice already supports an education-led page	KOKAE's brand language — "Swiss Structural Performance," "scientific discipline," "präzise. Reduziert. Wirksam." — already aligns with the structured, factual format proposed. The current PDP undersells the brand.
Build cost is fixed, return is recurring	The rebuild is a one-time effort. The conversion lift compounds every month, on every traffic source, including any future ad scaling.

Methodology. On-site funnel by source from PostHog, session-level, last 30 days (4 April – 3 May 2026). Ad-driven sessions combine Meta referrals with Google referrals on the basis that branded Google searches in this category are downstream ad outcomes (people looking up the brand after seeing it on Instagram). Order count and ad-driven revenue (xx orders / Fr. x,xxx) are taken directly from manually verified Shopify records for the same period; total Shopify gross of Fr. x,xxx includes non-attributed sales. Paid metrics from Meta via Ott.so. Conversion rates computed at session level. Benchmarks: public DTC reports for skincare and supplements (Shopify, Littledata, Klaviyo).

KOKAE® Switzerland · Kollagenpeptide PDP — Optimisation Proposal · Prepared by Otternative Marketing Confidential — for KOKAE internal review