Feedback about my store, looking for UK based tester

Store Feedback
1

store url

store/product description

Electric heated lunch box for UK workers. 60W, heats food in 20 minutes, plugs into any UK socket or car adapter. Includes insulated bag, stainless steel container, UK plug, car adapter and cutlery. £39.99, free UK shipping. Target audience: office workers, NHS staff, construction, trades, lorry drivers who have no microwave access at work.

What feedback do you want?

I’m running paid Meta ads and getting traffic and add-to-carts, but very few people are completing checkout. I’d love honest feedback from someone UK-based on:

  1. Does the store feel trustworthy enough to buy from?
  2. Is anything confusing or off-putting on the landing page, product page, or cart?
  3. Does the checkout feel smooth on mobile?

If you’re UK-based and willing to test the actual checkout, I can provide a 99% discount code (you pay £0.40) and refund immediately after. Screen recording of the full flow would be incredibly helpful.

Happy to give detailed feedback on your store in return.

2

Hi @Johnyprep ,

Trust gaps that likely explain add-to-cart → no purchase:

  • No visible company name/registered address anywhere (footer just has an email). UK buyers are wary of unknown brands with no company info this is a big one for higher-ticket impulse buys like this.
  • “4.8 stars, 32 reviews” is shown but the reviews aren’t actually visible/expandable on the page looks like a placeholder rather than real social proof. Show actual review text/photos.
  • No payment icons (Visa/Mastercard/PayPal/Apple Pay) visible pre-checkout small thing but reduces hesitation.
  • Comparison table (Heativo vs buying lunch vs microwave) is a good idea but reads very AI-generated/salesy (“Someone always uses it for fish” repeated as a bit gimmicky) soften the copy, it can undercut trust if it feels too marketing-y.

Product page: Solid structure bundles, guarantee, FAQ are all good. But:

  • No real lifestyle/in-use photos (person actually eating from it at a desk/in a van) right now it reads a bit generic/dropship-y despite good copy.
  • 60W device drawing lots of power for 20 min heating some workplaces restrict personal heating appliances; anticipate and address that objection directly (you touch it in FAQ, good, but could be more prominent).

Likely checkout blockers: since I can’t test it myself, check specifically:

  • Shipping cost/timing surprises at checkout (you say “free” but confirm nothing else appears late).
  • Any forced account creation.
  • Mobile checkout button visibility/loading speed.

Biggest lever: add real company/registered address info + genuine displayed reviews. For a £39.99 unknown-brand electrical product, that trust layer is probably costing you more conversions than any UX friction.

3

Hey! Your store looks clean, and the product photos are solid - nice job on that.

Honest question though: the electric lunchbox you’re selling is widely available on Amazon, eBay, Temu, etc. What’s your unique angle for selling it through your own store?

Because I think someone sees your ad, gets interested, but then searches “electric lunchbox” on Amazon and buys it there instead because it’s probably cheaper. They can easily recognize the product because you’re using the same product images as the listings on those platforms.

If you don’t have a clear answer to “why buy from Heativo instead of Amazon,” your ads might basically be generating demand for Amazon sellers.

A few things that could give you an actual edge:

  • A bundle Amazon sellers don’t offer (lunchbox + recipe ebook + premium carrying bag as one set)
  • A strong brand story (who are you, why did you start this?)
  • A UK-specific angle like next-day shipping from a UK warehouse
  • A genuinely better guarantee than Amazon’s
  • Your own product photos and branding so people can’t just reverse-image-search it

Best,

Ellie from BOGOS: Free Gift Bundle Upsell team

4

Hi, thank you so much for taking the time to give such detailed and actionable feedback. Really appreciated.

Here is what we implemented based on your points:

Trust layer:

  • Added footer text confirming UK warehouse and 1-2 business day fulfilment. On the company details point, unfortunately that one is tricky for us as we are a freelancer operating on a Czech trade licence, so adding a registered address would likely hurt trust more than help it with UK buyers
  • Added secure checkout + payment method labels (Visa, Mastercard, Apple Pay, Klarna) under both CTA blocks on the advertorial
  • Added three real verified buyer quotes directly on the advertorial page, above the final CTA

Reviews:

  • Reviews are now visible on the product page (they were only on the homepage before)
  • Secondary CTA on the advertorial now reads “Read Reviews & See How It Works” so it is clear where it leads

Comparison table:

  • Softened the copy, removed the repeated fish reference, made the tone more factual and less salesy

Still working on:

  • Real lifestyle photos are on the roadmap once we get our first sales and can invest in proper UGC

One thing we are still trying to resolve: we have had around 15 checkouts initiated but only one person actually filled in their contact details, and even that one did not complete the purchase. So the drop seems to be happening before the payment step entirely, which suggests it is less of a checkout technical issue and more of a trust or hesitation problem at that stage.

If anyone reading this is UK-based and willing to do a quick end-to-end test with a real UK card (we provide a 99% discount code, you pay £0.40, we refund immediately), that would be incredibly helpful.

Thanks again, this kind of specific feedback is exactly what we needed.

5

Hello,

Not from the UK, but I don’t think it matters here.

The site is quite empty and lacks info besides the product. Also, you use way too much AI. It’s clear instantly that all images are generated by the AI. Even the site template reminds me of these generic AI websites. So in general, no, the site doesn’t look trustworthy.

However, I think the product is great and can be sold very well. Just need a lot of improvements to convince your customer.

Good luck!

6

Hi Ellie, thank you for the honest feedback, really appreciated.

You are right that the product is available on Amazon and we have thought about that a lot. Our angle is slightly different though. The Amazon listings (primarily Travelisimo) sell just the base unit. Heativo comes as a complete kit, the 60W unit, stainless steel container, insulated carry bag, UK mains plug, 12V car adapter, cutlery set and fruit compartment, all in one box. The positioning is financial rather than product-focused: UK workers spend over £1,000 a year on bought lunches because they have no way to heat food at work. £39.99 once solves that.

Based on your feedback we have made a few updates today. The hero subtext and advertorial now lead with “complete kit included, ships from our UK warehouse” so that value is visible immediately rather than buried further down.

On the product photos point you are completely right. We are using supplier images right now. Own photos and UGC are planned as soon as we get the first sales and it is worth the investment.

The brand story angle is one we are deliberately skipping for now as we are running an anonymous brand, but the kit differentiation and financial argument are what we are leaning on instead.

Thanks again for taking the time.

7

Hi, thanks for the feedback.

Fair point on the lifestyle images, they are AI generated for now and own photography is planned once we validate the product. The copy and research behind the store are our own.

Appreciate you taking the time to look.

8

HI @Johnyprep

From the description, it sounds like you’re getting people to add products to their cart, so your ads and offer are generating interest. That usually suggests the biggest opportunity is between the cart and checkout.

A few things I’d look at:

  • Trust signals: Make sure your return policy, delivery information, contact details, and FAQs are easy to find. If you’re targeting UK workers, displaying UK-based support and shipping information prominently can help reassure buyers.
  • Social proof: Customer reviews, photos, or short testimonials near the Add to Cart button can increase confidence, especially for a product many people haven’t used before.
  • Value proposition: Reinforce why someone should choose our lunch box over cheaper alternatives. Highlight the 20-minute heating time, included accessories, free UK shipping, and who it’s designed for (office workers, NHS staff, tradespeople, drivers, etc.).
  • Mobile experience: Since Meta traffic is primarily mobile, check that the product page loads quickly, the Add to Cart button is always easy to find, and the checkout has a few distractions as possible.
  • Unexpected friction: If you’re seeing lots of add-to-carts but few completed purchases, it’s worth checking whether shipping costs, delivery estimates, payment options, or checkout fields are causing people to leave.

Offering a nearly free checkout test with a refund is a great way to gather real user feedback. A screen recording from someone in your target audience can reveal usability issues that analytics alone won’t show.

I’d also recommend looking at your seasion recordings (if you’re using an analytics tool) to see exactly where users hesitate or exit. That often provides the fastest clues as o what’s preventing conversions.

9

Hi, thank you for the structured breakdown.

Most of these are already in place. Policy links are visible directly in the cart, UK warehouse and shipping info is prominent on both the hero and advertorial, reviews are on the homepage, product page, and advertorial, and payment options include Visa, Mastercard, Apple Pay and Klarna.

The one thing still outstanding is a real end-to-end test from a UK device with a UK card. We have a 99% discount code ready (£0.40 to pay, refunded immediately). If you or anyone you know is UK-based and willing to do a 5 minute screen recording of the full flow, that would be the most valuable thing we could get right now.

Thanks again.

10

Hey @Johnyprep ,

The fact that you’re getting traffic and add to carts suggests the product is generating interest. When conversions drop off after that point, it’s often a sign of friction or trust issues closer to checkout rather than a lack of product demand.

A few areas I’d review are:

  • Make shipping times, returns, warranty, and customer support information highly visible before customers reach checkout.
  • Ensure reviews look authentic and, if possible, include photos or testimonials from UK customers.
  • Check whether any unexpected shipping costs or fees appear late in the buying journey, as these are a common reason for cart abandonment.
  • Display trusted payment methods and secure checkout messaging prominently on the product page and cart.
  • Test the complete mobile checkout flow to make sure it’s fast, intuitive, and free of unnecessary steps.

Your offer to let people test the checkout with a heavily discounted order is a great way to identify friction points that analytics alone might not reveal. Watching real users complete (or abandon) the checkout often uncovers issues that are otherwise easy to miss.

If you found my reply helpful, feel free to mark it as the accepted solution so it can help other merchants following this discussion.

Thank You !

11

Hey, the product itself is interesting, and there’s definitely a market for portable heating in the UK climate! But the store does feel a bit flat right now and for a one-product store that’s actually more of a challenge because everything needs to work harder to compensate for the smaller catalog.

With just one product the creativity really needs to come through in how the store tells the story around it - lifestyle imagery, strong copy about who it’s for and when they’d use it, maybe some use case scenarios. Right now it feels a bit bare and doesn’t quite pull you in emotionally which is what converts a one-product store.

Your meta title and description are also missing which means Google is either pulling default text or writing its own. For a single product store this is especially important because that one listing needs to be working as hard as possible in search. Get those filled in properly - title under 60 characters, description under 160, and make it speak directly to someone searching for a portable heating solution in the UK.

The reviews section is also worth making more visible - right now people have to click to see them which means most won’t bother. Pulling those reviews up and making them pop on the product page directly builds trust without the extra step.

On alt text - and this applies to every image on your store, not just product images - many are missing it. This matters for SEO but also for accessibility, helping people who use screen readers understand what they’re looking at, which is actually a wider audience than most store owners think about. There’s a free app called AltMaster on the Shopify App Store that handles all of this in bulk, including non-product images, so everything gets covered properly in one go.

Sort these, and the store will feel much more compelling and complete!

12

Hi, thank you for the structured response.

Most of these are already in place. Shipping, returns, and guarantee information are visible in the cart, on the advertorial, and in the footer. Reviews are live with photos. Free shipping is confirmed at checkout with no surprise fees. Payment icons are shown prominently before checkout.

The one thing still outstanding is a real end-to-end test from a UK device. We have a 99% discount code ready if anyone is UK-based and willing to help.

Appreciate you taking the time.

13

Hi, thanks for the detailed feedback.

The meta title and description are a fair point and we will get those sorted. Alt text is on the list too.

On the emotional storytelling, the advertorial at Hot Lunch - Heativo is where we tell that story in detail, with use case scenarios, lifestyle copy, and the financial argument. The homepage is intentionally leaner as a secondary destination. But the point about making it work harder as a standalone is well taken.

Reviews are now visible directly on the homepage and product page without needing to click through.

Appreciate the specific points.

14

Hi @Johnyprep

My first impression is that it looks like a scam store.

Your domain is 10 days old, a big red flag. But still, you have 32 reviews from January to July. Maybe not fake reviews, but from a supplier; still, not made on your store. Strange layout of home and product page. Clear AI images that do not look great, especially the construction worker one.

Next, you clearly say UK warehouse, but you do not share any business or personal info besides email. UK warehouse, but products are from China, like most of products; say it clearly. And a question for you: would you buy that item from Amazon or AliExpress, or would you have more trust in a 10-day-old site?

CE certified; show certification. 30 days money back guaranee, show your address and phone.

Price, well that sounds OK, even on Alibaba it is 6 pounds but you have to earn something. The issue is if people search the same image, they would find better deals, like on eBay one seller is offering it for 20 pounds but he has 961 real reviews, 95% positive, 3.2k items sold. You can not compete with that.

I think you need a better theme and unique product images. Buy one and test it out, give your review, but also get a chance to make solid product images. You can use AI with a reference image, but there are also some DIY tutorials to have decent results.

REplied in other topic, but this is how your contact information should look like Contact information – Maison Myrthus
You need some inspiration, check Massage Insoles – Soothing Comfort & Pain Relief for Every Step | Stepprs. A bit too much info, but still a lot of good elements

Good luck

15

the biggest issue here is not the theme or one missing trust badge; it’s the combined impression of a new domain, supplier-style imagery, and limited business information. You don’t need to hide that the product is sourced from China, but you should clearly explain who operates the store, where orders are fulfilled, how returns work, and provide a verifiable contact address. The strongest next step would be to buy and use the product yourself, then replace the AI and supplier images with original photos and honest demonstrations this costs more upfront, but gives shoppers a reason to choose Heativo over an established marketplace listing.

16

Thank you both for taking the time to give honest feedback, genuinely useful.

A few things worth clarifying:

The product ships from a UK warehouse, not from China. Orders go out via Amazon Logistics GB and typically arrive in 3 to 5 days. I source through CJ Dropshipping who hold stock in the UK, so the China comment does not apply here, though I understand why the assumption is common with dropshipping stores.

I have already acted on the AI imagery point. The scenario grid now uses real customer photos pulled from verified buyers.

The business address and contact page are next on the list. Taking that on board.

PayPal is being set up this week.

Appreciate the directness, it is more useful than polite feedback.

17

The add-to-carts are actually a good sign because it usually means the product itself is doing its job. I’d probably spend less time changing the landing page and more time figuring out what’s happening between the cart and payment.

One thing I’d check is whether there are any technical issues that aren’t immediately obvious. Broken links, missing metadata, duplicate pages, or other Shopify SEO issues won’t directly cause checkout abandonment, but they can chip away at trust before someone gets that far. I usually run a quick audit with SiteGuru whenever I’m making bigger changes just to rule out anything obvious.

For the checkout itself, I’d definitely test it on mobile a few different times. I’ve seen stores where nothing looked wrong until I actually tried buying something on my phone, and there ended up being a small friction point that wasn’t obvious from the admin side.

18

Hi again @Johnyprep. Glad to see how you’re progressing here!

I’m not UK-based so I can’t run your test flow, but here’s my take. Fifteen initiated checkouts with one person entering contact details isn’t hesitation about buying. People who hesitate get further than that first field. Dropping right at the start points at something mechanical, and there are two candidates:

  • Shop Pay is inflating the number. It fires initiate checkout the second it’s tapped, before anyone types anything. Some of those fifteen tapped it, met a sign-in prompt for an account they don’t have, and backed out.
  • Your bundle labels. The variant option is “Bundle” with the values 1, 2 and 3. Pick the two-pack and checkout shows “Heativo Electric Lunch Box - 2”. Rename them to “1 Lunch Box” and “2 Lunch Boxes, save £15”. Two minutes of work, sitting exactly where you’re losing people.

One other worth your time:

  • The address. You’ve ruled it out over the Czech licence, but for a 60W mains appliance sold to UK consumers it may not be your call. Whoever imports into GB needs their name and address on the product or packaging, and distance selling rules require a geographic address. Worth confirming CJ covers you rather than treating it as a branding decision. You also mention CE twice and UKCA nowhere.

As I mentioned before, I think Carti could help you here. It’s an AI assistant for Shopify that would be free at your current scale. If you want these questions answered, there is no better source than the customers themselves. Every conversation with Carti gets logged in your Shopify dashboard, so it’s easy to see what types of questions and concerns buyers have. Worth a try imo!

19

Hey @Johnyprep
hope you’re doing well!

Looks good overall. I’d add stronger trust signals (reviews, delivery, returns) and check for checkout friction on mobile. If add-to-carts are high but purchases are low, the issue is likely in the checkout experience

20

Thank you both, genuinely useful.

@DanielAnderson - the Shop Pay point is the most useful thing anyone has said in this thread. I had not considered that it fires checkout initiated on tap before any details are entered. That reframes the 0/11 purchase data significantly. The bundle labels are fixed - checkout now shows “1 Lunch Box”, “2 Lunch Boxes - save £15”, “3 Lunch Boxes - save £30” instead of Bundle 1/2/3. Two minutes of work as you said.

On the address point - noted, will confirm with CJ what their importer of record situation is for UK fulfilment before treating it purely as a branding decision.

@Custom-Cursor - trust layer is already live (32 reviews at 4.8/5, policy links in cart, payment icons on the advertorial). Mobile checkout friction is the current focus given 74% of sessions are mobile. Appreciate the input.