01
Add complete product image sets
Weak image coverage reduces trust and makes products harder to evaluate.
+£83/mo·143 products
×Smith & Kennedy Scents
Live audit · Jul 17, 2026smith-kennedy-scents.myshopify.com622 products · 100 sampledUnknown
Smith & Kennedy Scents,
you're leaving £2.5K
on the table every year.
We audited 100 of your 622 products. Your catalog scores 56/100 — top e-commerce brands hit 95. That gap is worth £210/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
56/100
Sales at risk
£210/mo
£2.5K/yr if unaddressed
Products to fix
342 of 622
55% of catalog needs work
Time to fix
26d → 1m
Manual vs Dondo
40th percentile of 679 audited stores
The verdict
“This catalog currently lags significantly behind top-performing e-commerce sites. Key foundational elements such as product imagery, title clarity, and description hygiene require immediate and comprehensive remediation to compete effectively.”
Manual
202.1h/mo
£7.1K/mo
@ £35/hr · 202.1h
vs
Dondo
1 min
Included
Same result, automated
Where you're losing
Add complete product image sets£83/mo
Improve catalog SEO fields£66/mo
Rewrite weak product titles£66/mo
Conservative
£94/mo
Moderate
£210/mo
Aggressive
£310/mo
Research-backed conversion impact rates
Descriptions: 10% conversion loss (Salsify 2024: 55% won't buy from poor content)Images: 15% conversion loss (Photoroom/Pixelz 2024: 58-100% sales increase with images)Titles: 5% revenue impact (15% CTR loss × 53% organic traffic share — FeedOps 2025)SEO: 5% organic traffic loss (BrightEdge 2025: 53% of traffic is organic)
Monthly revenue estimated from 622 products, £8 avg price, ~5K monthly visits scaled by catalog size, 2% conversion rate.
Formula: Sampled 100 of 622 products (×6.2 extrapolation). Losses combined multiplicatively: 1-(1-r₁)(1-r₂)(1-r₃)(1-r₄) to avoid double-counting.
Act 02 · Audience
Who you're talking to, and the gap between you.
Before we look at what's broken, we need to understand who reads your product pages and what they came for.
02 · 01 — Buyer
Meet Eleanor.
She's 65-75% of revenue of your revenue — and your product pages aren't answering her questions.
Eleanor is a UK-based professional who values her home as a sanctuary. She enjoys creating a warm and inviting atmosphere through carefully chosen decor and sensory elements. She seeks out products that are not only aesthetically pleasing and high-quality but also align with her ethical values, such as being vegan-friendly and cruelty-free. She appreciates accessible luxury and looks for brands that offer unique, long-lasting scents without an exorbitant price tag.
Eleanor Vance
She walks in already thinking:
Will the scent truly be strong and last long, or will it fade quickly, making it a waste of money?
Is this product genuinely a 'luxury' item worth the price, or just an overpriced, generic fragrance?
Can I fully trust the quality and ingredients if the product presentation and descriptions are unclear or inconsistent online?
What she's trying to do:
Create a welcoming and distinctive ambiance in my home that reflects my personal style and enhances my well-being.
Find ethically produced home fragrance products that offer a luxurious sensory experience without an exorbitant price tag.
Support small, artisan businesses that handcraft their products with care and attention to detail.
What pushes her to buy:
Discovering unique, complex, and long-lasting scent profiles that promise to transform her home atmosphere.
Clear and prominent assurance of ethical production (vegan-friendly, cruelty-free) and high-quality, safe ingredients.
Positive customer reviews highlighting the exceptional strength, longevity, and overall value of the fragrances.
Visual & Informational Ambiguity Hinders Trust and Purchase Decisions
Eleanor relies heavily on visual cues and detailed product information to make purchase decisions, especially for something as sensory as home fragrance bought online. The catalog's 'Insufficient Product Imagery' (1-2 images, some with 0) directly obstructs her ability to assess the product's aesthetic, size, or presentation, leading to hesitation about quality. 'Generic and Incomplete Product Titles' and 'Poor Description HTML Structure' with 'Excessive Inline HTML Styling' and 'Inaccurate/Misleading Description Headings' create confusion and make it difficult for her to quickly grasp the unique scent profiles or confirm ethical claims, eroding her trust and making her question the 'accessible luxury' promise. She cannot easily connect the brand's stated values (craftsmanship, quality, intentionality) with the product presentation, failing to fulfill her job of supporting a trusted artisan business.
02 · 02 — Voice
Your brand voice, scored.
ElevatedCommunicating sophisticated, high-quality sensory experiences without being overly formal or exclusive, focusing on the 'luxury' aspect of their products.
AccessibleUsing warm, inviting language that emphasizes affordability and everyday practicality, making high-end fragrance feel attainable and not intimidating.
IntentionalFocusing on the purposeful creation of lasting atmosphere and well-being, highlighting how each scent is designed to enhance the feeling of home and everyday living.
ConscientiousEmphasizing ethical production, handmade craftsmanship in Scotland, and clean, vegan-friendly ingredients with transparency and pride.
Best of your brand
Ignite your senses with our 'Coastal Serenity' soy wax candle, lovingly hand-poured in small batches in Scotland. Designed for discerning homes, its unique blend of sea salt and driftwood notes delivers a long-lasting, transformative aroma that makes every moment a luxurious escape, responsibly crafted and cruelty-free.
Website Product Description
Your product pages
Current catalog descriptions might efficiently list scent notes, product size, and burn time, but often fall short of weaving in the brand's core ethos
Lack of Emotional & Values-Driven Storytelling
Current catalog descriptions might efficiently list scent notes, product size, and burn time, but often fall short of weaving in the brand's core ethos. They may not consistently articulate the 'why' behind each product—the intentional creation of atmosphere, the ethical pride in small-batch craftsmanship, or the accessible luxury experience. This results in descriptions that are factual but miss the emotional connection and unique brand differentiators.
To create an atmosphere that matters by providing considered, elevated, yet accessible home luxury wax melts, candles, and home fragrances designed to enhance the feeling of home. They believe fragrance should be intentional, lasting, and part of everyday living.
Individuals in the UK seeking high-quality, long-lasting, and ethically produced home fragrances.
Customers
Key differentiators
Highly scented & long-lasting fragrancesHandmade in small batches in ScotlandVegan-friendly & cruelty-free ingredientsLuxury quality without a high price tagClean-burning & safe productsWide variety of scents (over 180 available)
Values
QualityAccessibilityIntentionalityLasting experienceEthical production (Vegan-friendly & Cruelty-free)Craftsmanship (Handmade in small batches)
Tech stack
Shopify
4.9/5
Trustpilot (986)
/5
Google ()
What customers love
- Strong, long-lasting fragrances that fill the home.
- Divine and unique scents, something different from the 'usual'.
- Products are amazing, affordable, and fantastic quality.
Social presence
02 · 03 — Proof
Same product, rewritten for Eleanor.
Zombie Apocalypse
Today
Zombie Apocalypse
<h1 style="text-align: center;">Zombie Apocalypse Halloween Wax Melt</h1>
<h2 style="text-align: center;"><span style="font-size: 14pt;" data-mce-mark="1">Zombie Apocalypse - Dark & Fruity</span></h2>
<p style="text-align: center;">Embrace the eerie allure of the Zombie Apocalypse Halloween Wax Melt Snap Bar.</p>
<p style="text-align: center;">This dark, sweet, and fruity fragrance blends juicy blackcurrant, raspberry, blackberry, and plum with a hint of peach. It rests on a haunting base of blood orange, lemon, and delicious vanilla. The Zombie infection is real; this Halloween wax melt will leave you wanting more...</p>
<ul>
<li>
<strong>Top Notes:</strong> Blackcurrant, Raspberry, Blackberry, Plum, Peach</li>
<li>
<strong>Middle Notes:</strong> Blood Orange, Lemon</li>
<li>
<strong>Base Notes:</strong> Vanilla</li>
</ul>
After · Dondo
Artisan Wax Melt Snap Bar: Zombie Apocalypse - Dark Berry & Peach Home Fragrance
Transform your home into an intriguing sanctuary with the unexpectedly captivating "Zombie Apocalypse" wax melt, an intentional blend designed to stir the senses. Unearth a fragrance experience that marries luxury with an adventurous spirit.
• Captivating Aroma: A rich fusion of juicy blackcurrant, tart raspberry, sweet blackberry, and plum, uplifted by a whisper of ripe peach for an enigmatic, fruity depth.
• Long-Lasting Fragrance: Crafted for exceptional throw, our highly scented wax ensures your space is enveloped in this unique aroma for hours, truly enhancing your home's atmosphere.
• Handcrafted in Scotland: Each snap bar is lovingly poured in small batches, guaranteeing a premium, artisan experience from our home to yours.
• Ethical & Clean: Made with vegan-friendly, cruelty-free wax and clean-burning ingredients, offering luxury you can feel good about.
Experience accessible luxury with Smith & Kennedy Scents; confidence in quality is always our promise.
Hotel Of Dreams
Today
Hotel Of Dreams
<h1 style="text-align: center;"><span data-mce-fragment="1">Hotel Of Dreams Wax Melt Snap Bar</span></h1>
<div data-mce-fragment="1" style="text-align: center;">
<span data-mce-fragment="1"></span><br>
</div>
<div data-mce-fragment="1" data-block="true" data-editor="e1m8c" data-offset-key="20iv3-0-0">
<div data-mce-fragment="1" class="_1mf _1mj" data-offset-key="20iv3-0-0" style="text-align: center;">
<h2>Step into the magical world of the <strong>Hotel of Dreams Wax Melt</strong>, where every moment is infused with enchantment. This captivating fragrance blends creamy vanilla with succulent cherry, juicy strawberry, and tantalizing raspberry, creating a symphony of sweet and fruity notes that evoke the charm of a Disney castle. The delicate essence of sandalwood adds a touch of sophistication, transporting you to a realm of pure bliss. Lingering notes of musk and dreamy amber weave an alluring ambience that exudes elegance and warmth. Let this enchanting scent elevate your space, making every moment truly magical.</h2>
<ul>
<li style="text-align: left;">
<strong>Top Notes:</strong> Cherry, Strawberry, Raspberry</li>
<li style="text-align: left;">
<strong>Middle Notes:</strong> Vanilla, Sandalwood</li>
<li style="text-align: left;">
<strong>Base Notes:</strong> Musk, Amber</li>
</ul>
</div>
</div>
After · Dondo
Artisan Wax Melt Snap Bar: Hotel of Dreams - Ethereal & Long-Lasting Home Aroma
Step into an exquisite realm of comfort and fantasy with our "Hotel of Dreams" wax melt, intentionally crafted to transform your home into a luxurious sanctuary. This evocative blend promises an escape with every breath.
• Ethereal Scent Journey: Unveil a sophisticated fragrance tapestry designed to evoke serene luxury, where dreams and reality softly intertwine, creating a truly unique atmosphere.
• Unrivalled Longevity & Strength: Experience a powerful, consistent aroma throw that fills your home for hours, confirming our commitment to lasting, accessible luxury.
• Small-Batch Scottish Craftsmanship: Hand-poured with precision in Scotland, each melt embodies our dedication to quality, ensuring an elevated sensory experience.
• Conscientious & Clean: Made with premium, vegan-friendly, and cruelty-free ingredients, reflecting our ethical values and your desire for a pure home environment.
Discover the lasting magic of Smith & Kennedy Scents, where every fragrance is a promise of quality and mindful luxury.
Diamond Geo Candle
Today
Diamond Geo Candle
<div style="text-align: center;"></div>
<h1 style="text-align: center;">Diamond-Cut Geo Candles</h1>
<h3 style="text-align: center;">Luxury Scented Crackling Wood Wick Candles</h3>
<p style="text-align: center;">Our new diamond-cut geo candles are available in 7 beautiful scents and a choice of black or white candle vessels.</p>
<p style="text-align: center;">Each scented candle comes in a white candle box making them a perfect gift.</p>
<p style="text-align: center;">These candles fit perfectly in our size 2 gift bags <a href="https://www.smithandkennedy.co.uk/collections/storage-boxes-accessories/products/gift-bag" title="Candle Wax Melt Gift Bag">CLICK HERE TO PURCHASE</a></p>
<p style="text-align: center;">These scented geo candles not only smell amazing but look beautiful too, making these a perfect decor piece and easy to style in any home.</p>
<div style="text-align: center;">Each candle is made using only the finest and ethically sourced ingredients.</div>
<div style="text-align: center;">Beautifully styled with silk tassel, Satin ribbon & swing tag & box</div>
<div style="text-align: center;"><br></div>
<div style="text-align: center;">Vegan-Friendly & Cruelty-Free Ingredients </div>
<div style="text-align: center;"></div>
<div style="text-align: center;"><br></div>
<div style="text-align: center;">Natural crackling wooden wicks</div>
<div style="text-align: center;"></div>
<div style="text-align: center;">~220g Candle - Burn time 45+ hours</div>
<div></div>
<div style="text-align: center;"><br></div>
<div style="text-align: center;"></div>
<div style="text-align: center;"><span style="text-decoration: underline;">Candle Care Card Include With Every Candle</span></div>
<p> </p>
<ul>
<li>Allow your candle to burn all the way to the edge to avoid tunneling</li>
<li>Trim your wick to 5mm before re-lighting</li>
<li>Avoid burning your candle for any more than 4 hours at a time</li>
<li>Never leave a burning candle unattended</li>
<li>Keep out of reach of Children & animals</li>
<li>Keep away from open windows and drafty areas</li>
<li>Place the candle on a heat resistant surface or use a coaster</li>
<li>For best results light your candle when your room is at an ambient temperature </li>
<li>Once the metal wick sustainer is viable do not continue to burn</li>
</ul>
After · Dondo
Luxury Geo Candle: Diamond Cut - Scented Wood Wick for Elevated Home Ambiance
Elevate your living space with our Diamond Geo Candle, a statement of accessible luxury designed to infuse your home with captivating scent and a mesmerizing crackling glow. It’s an intentional choice for discerning homes.
• Sophisticated Diamond-Cut Design: Housed in an elegant geo vessel, available in black or white, these candles serve as a beautiful centerpiece, reflecting light and style.
• Soothing Crackling Wood Wick: Experience the gentle, comforting sound of a natural wood wick, enhancing relaxation and creating an intentional, cozy atmosphere unique to premium candles.
• Exceptional Scent Throw & Longevity: Choose from 7 exquisite, long-lasting fragrances that consistently fill your room, proving our commitment to quality and value.
• Thoughtfully Handcrafted & Ethical: Lovingly poured in small batches in Scotland, using vegan-friendly, cruelty-free, and clean-burning soy wax for a responsible luxury experience.
Your satisfaction is guaranteed with Smith & Kennedy Scents; invest in luxury that truly transforms your home.
Act 03 · Diagnosis
Where it's bleeding, ranked.
Issues ordered by cost. Expand any row for the evidence.
03 · 01 — Dimensions
Six dimensions, scored.
03 · 01b — Issues
Top issues, ranked by cost.
01
Insufficient Product Imagery
+£53/moA majority of products display only 1-2 images, with critical instances of 0 images, severely limiting visual information and hindering customer engagement and conversion.
critical02
Poor Description HTML Structure
+£47/moProduct descriptions contain non-standard attributes (e.g., data-mce-fragment, data-canva-clipboard) and an inconsistent semantic heading structure, leading to bloated code and potential SEO degradation.
critical03
Generic and Incomplete Product Titles
+£42/moMany product titles are overly simplistic, lack crucial product type keywords, and contain typos, reducing search discoverability and clarity for customers.
critical04
Excessive Inline HTML Styling
+£37/moDescriptions are heavily bloated with inline style attributes, making content less clean, harder to manage, and potentially impacting page load times and maintainability.
warning05
Inaccurate/Misleading Description Headings
+£32/moH1 tags within product descriptions often do not accurately reflect the product's title or scent, leading to user confusion and poor SEO performance.
warningWeak titles (52%)
Weak titles (40%)
Weak titles (100%)
Weak titles (100%)
Weak titles (100%)
Category distribution
Price analysis
£0.99
Min
£8
Avg
£3.99
Median
£39.99
Max
8%
Budget
48%
Mid-range
44%
Premium
Coverage
100%
Has description
1686
Avg desc length
100%
Has images
2.5
Avg imgs/product
100%
Compare-at
1%
Psychological
0%
Avg discount
✓
Installments
✓
Bundles
Issues
- Only 1% use psychological pricing patterns (.99, .95)
Recommendations
- Apply charm pricing (.99 endings) to high-traffic products for 1-3% conversion lift
Act 04 · Plan
What we do about it.
One ranked roadmap, three views. Phase 1 alone recovers the majority inside 2 weeks.
04 · 01 — Roadmap
The action plan, three ways.
high
02
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+£66/mo·342 products
03
Improve catalog SEO fields
Incomplete SEO fields limit how much organic traffic your existing catalog can capture.
+£66/mo·342 products
Your 7-day plan
Day 1Day 1: Fix the first batch of add complete product image sets with AI Image Generator.
Day 2Day 2: Apply the same fix to 25 high-priority products.
Day 3Day 3: Address rewrite weak product titles for products with the most visible conversion gaps.
Day 4Day 4: Review Dondo-generated copy for brand voice and customer objections.
Day 5Day 5: Use Listing Optimizer to clean up the next catalog issue.
Day 6Day 6: Publish improvements and check the highest-impact PDPs.
Day 7Day 7: Monitor performance and continue with the next product batch.
Quick wins — do these Monday
- Rewrite 10 worst product titles (10 min each, or instant with Dondo)
Week 1Title optimizationSEO Specialist
Clearer product names that are easier to scan, search, and compare.
Manual: 28.5h · Dondo: 23m
Week 2Image coverage expansionVisual Content / Photographer
Richer PDPs with stronger visual confidence and fewer abandoned product views.
Manual: 30h · Dondo: 10m
Week 3SEO & metadata cleanupSEO Specialist
A more discoverable catalog with cleaner metadata and stronger search intent.
Manual: 42.8h · Dondo: 23m
Add-to-cart rate
+20-40% lift
30 days post-fix
Product return rate
-5-10% reduction
90 days post-fix
Organic traffic
+10-25% lift
90 days post-fix
Indexed pages in Google
100% of catalog indexed
30 days post-fix
Revenue per session
+10-15% lift
60 days post-fix
A/B test suggestion
Adding 3+ images per product increases add-to-cart rate
Control
50% of products keep current image count
Variant
50% of products receive additional lifestyle/detail images
Keep 20% of products unchanged as a control group. Compare conversion rate, bounce rate, and revenue per session between optimized and control products after 30 days.
Recommended tools
Google Analytics 4Google Search ConsolePlatform analytics (VTEX/Shopify)Heatmap tool (Hotjar/Microsoft Clarity)
Dondo-style rewrite improved the sample title from 17 to 80 characters.The improved sample description went from 100 to 145 words.Insufficient Product Imagery is tied to an estimated £210/month.Lack of Emotional & Values-Driven Storytelling
Recap · what's at stake
You're losing £210 every month this stays as-is.
342 products to fix. Dondo runs it in 1 minutes.