Teardown · Who Gives A Crap · 6 November 2026
A product page that answers every question, behind a home page that takes 18 seconds to load on a phone
Who Gives A Crap's product page is one of the most complete we've seen: unit pricing with a comparison, a clear subscribe-or-buy-once choice, a quiz that works out your delivery schedule, and free shipping, delivery time and a money-back guarantee right under Add to Cart. The leaks are around it: the home page is extremely slow on a phone, scripts load from public code libraries at runtime, two floating buttons sit on top of the product name, and the hero sells one thing while its button sells another. We reviewed the Australian store (au.whogivesacrap.org) as a first-time visitor on an iPhone-sized screen and a laptop on 6 November 2026, using 100% Bamboo Toilet Paper as the test product.
Automatic checks by area
From the same checks as our free quick score. The fixes below include problems these checks can't see.
- Speed
- 19
- Product page
- –
- Trust and checkout
- 92
- Search basics
- 100
What's already working
- Unit pricing ("$0.34 / 100 sheets") with a 'How we compare' link: exactly what a shopper comparing against the supermarket wants.
- 'Find your perfect delivery schedule' asks how many people live in the house and how much storage there is, then picks the subscription interval. It removes the biggest worry about subscribing.
- Free shipping over $30, 'Average delivery in 2–3 days' and a 30-day money-back guarantee sit directly under Add to Cart.
- A cheap, relevant add-on ("The Perfect Pair, $22") with a one-tap Add, right after the buy button.
- The free-shipping threshold is in the top bar on every page, and the cart's empty state suggests the two bestsellers.
Fix these, in this order
01Speed · 1–2 days
Get the home page's main content on screen in under 3 seconds on a phone
Google's mobile test measured 18.1 seconds before the largest element on the home page appeared, with a mobile score of 39 out of 100. Most of that time, a phone shows a blue screen and a headline. Anyone arriving from an ad or a social post is paying (in ad spend, or attention) for a page they mostly won't wait for.
Find what the largest element is (PageSpeed Insights names it under 'Largest Contentful Paint element'). If it's the gift image or a carousel, serve a compressed WebP sized for phones (under 150KB), don't lazy-load it, and preload it. Then deal with the scripts in the next fix, which delay everything else.02Speed · Half a day
Stop loading code from public libraries at runtime
The home page loads scripts from 9 outside services, including ajax.googleapis.com and unpkg.com: public code libraries that the browser has to look up and download before parts of the page work. Scripts blocked the page for 759 milliseconds while it loaded (the target is under 200). Loading from unpkg in production also means the store depends on a free public service being up.
Download the libraries the theme needs and serve them from the theme's own assets, or drop them if a theme update made them unnecessary. Then list the remaining services (Klaviyo, Intelligems, Shop app and others) and load anything that isn't needed for the first screen after the page is interactive.03Product page · 30 minutes
Move the floating buttons off the product name
On a phone, the cookie-settings button sits in the bottom-left corner and the chat button in the bottom-right. When the shopper scrolls to the product name, the cookie button covers the start of it ("100% Bamboo"). They're small, but they cover the exact line that confirms what the shopper is looking at.
Hide the cookie-settings button once a choice has been made (most consent tools have a setting for this, or move it into the footer as a 'Cookie settings' link). Shrink the chat button on mobile, or raise it so it doesn't sit over the title area.04Trust and checkout · 1 hour
Say 'subscribe' on the button when the subscription is selected
The subscription option is selected by default ($59.50 with $10 off, shipping every 2 months), and the button underneath says 'Add to cart'. The page is clear if you read it, but a fast-scrolling shopper can add a subscription thinking they're buying one box. A surprise subscription is the quickest way to turn a happy customer into a refund request and an angry review.
Make the button follow the choice: 'Subscribe · $59.50 every 2 months' when the subscription is selected, 'Add to cart · $69.50' for one-time. Keep the subscription as the default: the problem is the label, not the option.05Product page · 15 minutes
Point the hero's button at what the hero is selling
The hero says "Make your bathroom merry. Deck the stalls with The Gift Edition", and the button under it says "Shop toilet paper". A shopper who's taken by the gift idea has to find The Gift Edition themselves. Someone who just wants toilet paper is fine, but the hero isn't talking to them.
Change the button to "Shop The Gift Edition" and link it straight to that product. Put "Shop toilet paper" as a smaller second link for everyone else.
Copy to paste in
Product page button when the subscription is selected
NowAdd to cart
Subscribe · $59.50 every 2 months
Home page hero button
NowShop toilet paper
Shop The Gift Edition
Line under the subscription price (to answer 'can I stop?' before they ask)
NowNo surprises – skip, delay, or cancel anytime
Skip, delay or cancel any time. We remind you before every box ships.
The two speed fixes matter most: the product page is already doing the selling, and the home page is where too many visitors stop. The button label is the cheapest fix with the biggest effect on trust: it takes an hour and prevents the worst kind of complaint a subscription business gets. This is an independent review of Who Gives A Crap's public Australian store. We have no connection to Who Gives A Crap and haven't seen its analytics, so the likely impact of each fix is our judgement from common patterns, not a measured result.