01
Expand product image sets (currently 1 per product, need 3+)
Weak image coverage reduces trust and makes products harder to evaluate.
+$437.5K/mo·43 products
×The House Boardshop
Live audit · May 24, 2026www.the-house.com43 products · 43 sampledSalesforce Commerce
The House Boardshop,
you're leaving $3.5M
on the table every year.
We audited 43 of your 43 products. Your catalog scores 28/100 — top Outdoor & Action Sports brands hit 80. That gap is worth $291.7K/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
28/100
Sales at risk
$291.7K/mo
$3.5M/yr if unaddressed
Products to fix
43 of 43
100% of catalog needs work
Time to fix
7d → 1m
Manual vs Dondo
6th percentile of 236 audited stores
The verdict
“You are currently 37 points below the industry average. For a brand with $35M in revenue, this suggests you are leaving millions on the table due to poor data quality.”
Manual
52.2h/mo
$2.3K/mo
@ $45/hr · 52.2h
vs
Dondo
1 min
Included
Same result, automated
Where you're losing
Expand product image sets (currently 1 per product, need 3+)$437.5K/mo
Add missing product descriptions$189.9K/mo
Improve catalog SEO fields$145.8K/mo
Rewrite weak product titles$50.9K/mo
Conservative
$218.8K/mo
Moderate
$291.7K/mo
Aggressive
$437.5K/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 online revenue of $2.9M based on reported annual revenue of ~$35M USD FY2023.
Formula: Sampled 43 of 43 products (×1 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 Shane.
She's 65-70% of revenue of your revenue — and your product pages aren't answering her questions.
Shane is a 34-year-old seasoned snowboarder and mountain biker who has shopped with The House since his college days in the Twin Cities. He identifies as a 'core' rider who values technical expertise and the gritty, no-nonsense brand identity of the shop. While he has a stable income, he takes pride in never paying full price, specifically hunting for 'last season' closeouts from brands like Burton and Capita. He is technically proficient but has become increasingly skeptical of the site's reliability following recent corporate restructuring.
Shane 'The Heritage Rider' Miller
She walks in already thinking:
Uncertainty regarding real-time inventory accuracy leading to feared order cancellations.
Concerns over 'ghost' customer service and the difficulty of processing returns if the gear is defective.
Lack of technical specifications in descriptions making it impossible to verify fitment for high-ticket items like bike racks.
What she's trying to do:
Acquire professional-grade action sports equipment at a 'pro-deal' price point.
Verify compatibility between new transport accessories (racks/adapters) and existing vehicle setups.
Find reliable replacement parts for legacy outdoor gear (e.g., Coleman mantles) to extend equipment life.
What pushes her to buy:
Availability of previous-year inventory at 40-70% discounts compared to current MSRP.
Expert-led video content on YouTube demonstrating the gear in real-world conditions.
Free shipping thresholds ($99+) that make heavy items like wakeboards or tents more affordable.
Technical Specification and Compatibility Vacuum
The current catalog fails the 'expert' persona by omitting critical data points. High-intent buyers like Shane require dimensions, weight capacities, and compatibility lists for items like the 'Bike Bunk' or 'Swagman Bike Racks.' Because 65% of products lack descriptions and many have only one image, the persona is forced to visit competitors like Evo or REI to find the technical specs, often resulting in a lost sale for The House despite having the better price.
02 · 02 — Voice
Your brand voice, scored.
Heritage ShreddingLeveraging over 40 years of board sports experience to provide expert-vetted gear without overcomplicating the experience.
High-Octane ValuePrioritizing outdoor accessibility through aggressive pricing and a focus on clearance and closeout opportunities.
Rugged AuthenticityCommunicating with a gritty, no-nonsense tone that resonates with core riders and outdoor adventurers.
Active Lifestyle FocusEmphasizing the symbiotic relationship between technical gear and the adrenaline-fueled cultures of snow, skate, and surf.
Best of your brand
Splash into action-packed fun... Shredding since 1982.
Homepage Hero and Brand Tagline
Your product pages
While the brand's primary identity is defined by 'shredding' and 'gritty' authenticity, the product catalog copy for items like bike racks and tents is strictly utilitarian
Utility Over Personality
While the brand's primary identity is defined by 'shredding' and 'gritty' authenticity, the product catalog copy for items like bike racks and tents is strictly utilitarian. The descriptions for the Napier tents and Swagman racks provide technical specifications but fail to use the energetic, value-driven voice found in the brand's hero messaging. There is a missed opportunity to connect these functional items to the brand's 'weekend warrior' lifestyle through more evocative, expert-led storytelling.
To equip everyone from weekend warriors to sherpas with the best outdoor gear on the planet and form a symbiotic relationship among cultures, sports, and lifestyles.
~$35M USD FY2023
Revenue
~10 (Post-2023 restructuring)
Team
~540,000 total
Social presence
Board sports enthusiasts, outdoor adventurers, and value-seeking shoppers for winter and summer action sports gear.
Customers
Key differentiators
Deep inventory of 'last season' closeout gearPrice match guarantee with 14-day protectionLong-standing history (since 1982) in the snowboarding industryPart of the Camping World / Good Sam corporate ecosystem
Values
Expert-tested gearPassion for active lifestylesCompetitive pricingCustomer educationOutdoor accessibility
Tech stack
Salesforce Commerce CloudGoogle AnalyticsKlaviyo (Email)Bazaarvoice (Reviews)AvantLink (Affiliates)Akamai (CDN)
3.2/5
Trustpilot (2,288)
4.1/5
Google (1,150 (Historical store reviews))
What customers love
- Unbeatable prices on previous year's inventory
- Fast shipping on in-stock items
- Good rewards program through the Camping World family
Common complaints
- Significant decline in customer service responsiveness since 2023
- Inaccurate inventory status on the website
- Difficulty processing returns/refunds post-restructuring
Social presence
12.2K
tiktok
9.6K
twitter
147K
youtube
322K
facebook
$50K - $100K
Ad spend/mo
Google Search, Facebook Retargeting, Affiliate Marketing (AvantLink), YouTube Content
Ad channels
02 · 03 — Proof
Same product, rewritten for Shane.
Bike Adapter
Today
Bike Adapter
The Swagman Bike Bar Adapter fits between the seat post and the stem post, allowing girls' bikes or sloping tube bikes to sit level on most bike racks. The quick-release telescoping bar extends from 19" to 26" to fit multiple sizes, while vinyl-coated hangers keep a firm grip and prevent frame damage.
After · Dondo
Swagman Deluxe Bike Bar Adapter | 19-26" Telescoping Frame Bridge
Stop wrestling with sloping frames and get your bike level for the long haul. This heavy-duty telescoping bar bridges the gap between seat and stem, creating a solid mounting point for cruisers or step-through frames. • Telescoping Reach (19"-26"): Fits everything from kids' bikes to full-size mountain bikes. • Vinyl-Coated Hangers: Prevents frame scratches while maintaining a rock-solid grip. • Quick-Release Hooks: Makes loading and unloading fast so you can spend more time riding. Grab this essential utility at a closeout price—backed by our 40-year heritage in the Twin Cities scene.
The Bike Bunk
Today
The Bike Bunk
No description.
After · Dondo
Stromberg Carlson Bike Bunk | A-Frame Trailer Rack Adapter | 100lb Capacity
Turn that wasted space above your trailer’s A-frame into a secure storage zone for your bikes. This heavy-duty steel rack keeps your gear visible and protected right where you can see it in your rearview. • 100lb Capacity: Securely carries two bikes without stressing your trailer’s tongue. • Universal A-Frame Fit: Bolts onto trailer frames 2" to 6" wide for maximum compatibility. • Standard 2" Receiver: Works with your favorite hitch-mounted bike rack. In-stock and ready to ship—score expert-vetted utility at a price that leaves more in your tank. Shredding since 1982.
Quarrow Submersible Fishing Light 180, Green LED
Today
Quarrow Submersible Fishing Light 180, Green LED
No description.
After · Dondo
Quarrow Submersible Fishing Light | 180 Lumen Green LED Underwater Lamp
Stop guessing where the fish are and draw them directly to your boat with high-intensity green light. This submersible powerhouse cuts through murky water to trigger a feeding frenzy for night sessions. • 180 Lumen Output: High-intensity green LEDs attract plankton and baitfish instantly. • Waterproof Submersible Design: Built for deep deployment with a rugged, no-nonsense seal. • 12V Power Efficient: Runs off your boat battery without a heavy draw. Trust the shop that’s been rigging riders and anglers since '82. Fast shipping on orders over $99.
Act 03 · Diagnosis
Where it's bleeding, ranked.
Issues ordered by cost. Expand any row for the evidence.
03 · 01 — Dimensions
Six dimensions, scored.
Issues
- Titles are too short (avg 36 characters)
- Lack of technical specifications
- Brand names missing from titles
Recommendations
- Rewrite to 50-80 character format
- Include [Brand] + [Product Name] + [Key Feature/Material] + [Color/Size]
Issues
- 65% of products have no description
- High-ticket technical gear lacks detail
Recommendations
- Ensure 150+ words per product
- Include benefit-driven paragraphs and bulleted technical specs
Issues
- Average of 1.0 image per product
- Missing tactile angles and attachments
- No lifestyle/in-use context
Recommendations
- Minimum of 3-5 images per product
- Include 1 Hero, 2-3 Detail shots, and 1 Lifestyle image
Issues
- No financing/installment options displayed
- Lack of 'Compare-at' pricing on closeouts
Recommendations
- Implement was/now price anchoring
- Display Affirm/Klarna financing options for items over $150
Issues
- 0% of products are categorized
- Navigation is broken for category browsing
- Missing product tags
Recommendations
- Implement multi-level taxonomy (Outdoor Gear > Cycling > Racks)
- Tag products by brand, activity, and season
Issues
- Non-descriptive URL slugs
- Nearly non-existent metadata
- Missing image Alt Text
Recommendations
- Change URL slugs to match product titles
- Add Alt Text to all images to improve organic visibility
03 · 01b — Issues
Top issues, ranked by cost.
01
Missing Descriptions
+$102.1K/mo65% of products including high-ticket items like 'The Bike Bunk' ($329.99) have no info
critical02
Uncategorized Inventory
+$72.9K/moAll 43 analyzed products are uncategorized, making them unfindable via navigation
critical03
Single-Image Listings
+$52.5K/moItems like 'Classic Accessories Inflatable Watercraft Hand Pump' lack necessary detail views
warning04
Poor SEO URLs and Titles
+$37.9K/moURLs like /72004.html and titles like 'Bike Adapter' are invisible to Google
warning05
Lack of Brand in Titles
+$26.3K/moMissing 'Swagman' or 'Thule' keywords prevents high-intent search traffic
warning03 · 02 — AI Search
Can AI find you? (0% visible)
0
claude0
gemini0
chatgpt0
perplexity0
Primary
0
Secondary
0
Mentioned
60
Absent
Visibility by intent
Queryclaudegeminichatgptperplexity
“best all-mountain snowboards for intermediate riders 2024”
“best hardtail mountain bikes under $1500”
“best surf-style wakeboards for beginners”
“best skateboard decks for street skating and durability”
“best gore-tex snowboarding jackets for extreme cold”
“is it better to buy gear from Evo or a local shop like Tactics”
“Burton Custom vs Jones Mountain Twin for resort riding”
“Zumiez vs local skate shops for buying a complete setup”
“Backcountry vs REI for mountain bike gear and service”
“Vans vs Nike SB for long-lasting skate shoes”
Who AI recommends instead
What to fix for AI visibility
“best all-mountain snowboards for intermediate riders 2024”
The brand's current indexed inventory focuses on bike racks and camping gear rather than their core snowboard inventory. AI cannot recommend what it cannot scrape. Create a '2024 Intermediate All-Mountain Guide' and ensure snowboard product descriptions use '2024 model' and 'intermediate-to-advanced' skill level tags.
2024 all-mountain snowboardintermediate rider gearversatile resort boardbest value snowboard 2024
“best hardtail mountain bikes under $1500”
The site is currently weighted toward bike *accessories* (racks) rather than complete builds. To bridge the gap, cross-link bike racks to entry-level hardtail inventory and include price-point headers specifically mentioning '$1500' to capture budget-conscious AI crawlers.
hardtail mountain bike under $1500entry-level MTBbest value hardtailtrail ready mountain bike
“best surf-style wakeboards for beginners”
Content gap: Lack of 'skill-level' taxonomy in metadata. Use the 'expert's shop' voice to simplify the technical jargon of surf-style vs. skim-style for beginners.
beginner surf-style wakeboardstable wake surfereasy to ride wakeboardsurf-style vs skim-style
“best skateboard decks for street skating and durability”
The current indexed products focus on 'Truck Tents' and 'Racks.' The brand needs to leverage its 'Twin Cities heritage' via blog content that reviews deck durability, explicitly mentioning 'street skating' performance.
durable skateboard deckstreet skating setup7-ply maple deckimpact resistant skateboard
03 · 03 — Benchmark
How you stack up.
The House - Outdoor Gear, Outerwear & Bikes (You)
28
evo
72
Backcountry
92
Tactics (Tactics Boardshop)
43
BrandDesc wordsLifestyle %Materials %Voice %
The House - Outdoor Gear, Outerwear & Bikes (You)20w0%7%70%
evo67w100%46%100%
Backcountry210w75%88%85%
Tactics (Tactics Boardshop)26w20%21%75%
Competitors were selected based on market overlap in the United States and catalog alignment within the Outdoor & Action Sports category. Metrics were estimated by analyzing sample product pages for technical specification density, image variety, and editorial content quality.
Competitor metrics are estimates from public web signals, not scraped catalog counts.
Insufficient images (0%)
Category distribution
Price analysis
$0.73
Min
$138
Avg
$88.41
Median
$564.99
Max
16%
Budget
10%
Mid-range
17%
Premium
Coverage
35%
Has description
123
Avg desc length
100%
Has images
1
Avg imgs/product
0%
Compare-at
7%
Psychological
0%
Avg discount
✕
Installments
✓
Bundles
Issues
- Only 0% of products show compare-at prices — missing urgency signals
- Only 7% use psychological pricing patterns (.99, .95)
- No installment/financing information visible in product descriptions
Recommendations
- Add compare-at prices to at least 20-30% of products to create urgency and anchor value
- Apply charm pricing (.99 endings) to high-traffic products for 1-3% conversion lift
- Add payment plan visibility to high-ticket product descriptions to reduce sticker shock
Homepage
34
Perf
72
A11y
85
SEO
5.6 s
LCP
4.1 s
FCP
0.119
CLS
2,160 ms
TBT
Product page
35
Perf
81
A11y
92
SEO
7.2 s
LCP
Mobile issues
- Homepage mobile performance score is 34/100 — slow load times hurt mobile conversion
- Product page mobile performance is 35/100 — shoppers abandon slow PDPs
Missing fields
BreadcrumbList schema
Sample pages
Recommendations
- Add BreadcrumbList schema to improve site hierarchy signals and search appearance
- Add Review or AggregateRating schema to display star ratings in search results
288
Avg links
3
Depth
✓
Breadcrumbs
✓
Cross-sell
Issues
- 100% of products lack category assignment — potential orphan pages
Recommendations
- Assign all products to at least one category to ensure they are discoverable via navigation
3,655
Low est.
7,310
Mid est.
14,620
High est.
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
Add missing product descriptions
Thin or missing descriptions force shoppers to guess why the product is worth buying.
+$189.9K/mo·28 products
03
Improve catalog SEO fields
Incomplete SEO fields limit how much organic traffic your existing catalog can capture.
+$145.8K/mo·43 products
04
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+$50.9K/mo·15 products
Your 7-day plan
Day 1Day 1: Fix the first batch of expand product image sets (currently 1 per product, need 3+) with AI Image Generator.
Day 2Day 2: Apply the same fix to 25 high-priority products.
Day 3Day 3: Address add missing product descriptions 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)
- Add descriptions to 5 products missing them entirely
- Add compare-at prices to 10 high-traffic products
Week 1Title optimizationSEO Specialist
Clearer product names that are easier to scan, search, and compare.
Manual: 1.3h · Dondo: 1m
Week 2Description enrichmentContent Writer
More complete PDPs that explain value, answer objections, and support conversion.
Manual: 10.5h · Dondo: 2m
Week 3Image coverage expansionVisual Content / Photographer
Richer PDPs with stronger visual confidence and fewer abandoned product views.
Manual: 9.2h · Dondo: 3m
Week 4SEO & metadata cleanupSEO Specialist
A more discoverable catalog with cleaner metadata and stronger search intent.
Manual: 5.5h · Dondo: 3m
PDP conversion rate
+15-25% lift
30 days post-fix
PDP bounce rate
-10-20% reduction
30 days post-fix
Add-to-cart rate
+20-40% lift
30 days post-fix
Product return rate
-5-10% reduction
90 days post-fix
Organic CTR (Search Console)
+15-30% lift
60 days post-fix
Search impressions
+10-20% increase
60 days post-fix
A/B test suggestion
Complete SEO metadata increases organic traffic to product pages
Control
50% of products keep current metadata
Variant
50% of products receive full meta titles, descriptions, and alt text
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)
04 · 02 — Recommendations
What Dondo fixes for you.
01
65% of products missing descriptions
Automatically generate persuasive descriptions with technical specs for technical gear.
+35% conversion rate·AI Description Writer
02
Short, non-descriptive titles
Instantly rewrite titles into SEO-optimized power titles including brand and features.
+25% search traffic·AI Title Generator
03
Uncategorized products and non-SEO URLs
Fixes navigation taxonomy and optimizes URL slugs for Salesforce Commerce.
-50% site exit rate·Listing Optimizer
04
Single-image technical listings
Creates lifestyle and contextual backgrounds to show gear in natural environments.
+20% engagement·AI Image Generator
05
Missing value proposition on closeouts
Benchmark closeout pricing against Evo and Backcountry to maintain a competitive edge.
+10% profit margin·Competitor Analysis
04 · 03 — Queue
The product fix queue.
Connect Dondo and this becomes your work surface.
Product
Score
Impact
Feature
Bike Adapter
10
+$78.8K
AI Title Generator
The Bike Bunk
15
+$65.6K
AI Image Generator
Quarrow Submersible Fishing Light
22
+$52.5K
AI Description Writer
Ladder-Mount Bike Rack
28
+$43.8K
AI Image Generator
Thermacell Repellent Gold Series Camp Lantern
28
+$39.4K
AI Image Generator
Dondo-style rewrite improved the sample title from 12 to 65 characters.The improved sample description went from 52 to 91 words.Missing Descriptions is tied to an estimated $291.7K/month.Utility Over Personality
Recap · what's at stake
You're losing $291.7K every month this stays as-is.
43 products to fix. Dondo runs it in 1 minutes.