FREE SHIPPING OVER $50 · SAVE 5% ON EVERY BUNDLE · Subscribe & Save for 5% more
Added Trust strip — credibility above the grid Before: Trust signals (Vegan / Cruelty-Free / Women-Owned / 4.7 avg rating) lived only in the footer disclaimer, well below the fold.
After: Five-token strip ("Vegan · Cruelty-Free · Made by Latina Sisters · 4.7 across the line · 800+ reviews") on a thin white band between the announcement and the collection hero, where it gets seen before the visitor scans the grid.
Why: Collection pages convert when the visitor's "is this brand legit?" question is answered before they have to evaluate individual products. Trust strips above the product grid are universal DTC best practice (e.g. Curlsmith, Briogeo, Bondi Boost) and OCOA's social-proof inventory (§20: GQ award, Ulta retail, 4.7 avg, 800+ reviews) is unusually strong for a brand of its size.
Sources: §20 (Press + social-proof inventory) · §1 (Latina-sister positioning) · General DTC best practice
★★★★★ 4.7 across the line
800+ Reviews
Shop All
Every clean curl care formula in the OCOA line — singles, bundles, and refills.
Adjusted Filter bar — expanded to four shopper-relevant dimensions Before: One chip row of product-type filters (All / Singles / Bundles / Refresh+Refills / Best Sellers / GQ-Award) and a single Sort dropdown defaulting to Featured.
After: Kept the product-type chip row (now smaller, secondary) and added a dedicated filter row with four dropdowns matching how curly-hair shoppers actually shop: Curl Type (2A–4C), Routine Step (Cleanse / Hydrate / Define / Refresh), Concern (Dryness / Frizz / Definition / Scalp), Price . Sort dropdown expanded with full menu (Best Sellers / Newest / Price: Low–High / Price: High–Low / Top Rated). Result count surfaced: "12 products".
Why: Filter depth is the single biggest CRO lever on a collection page after grid quality. Curly shoppers self-identify by curl type before anything else (§15.1.0 pattern from competitors like Curlsmith); routine-step filtering matches OCOA's 4-step ritual mental model from the home page. The chip row stays because it captures bundle-vs-single intent, which the dropdowns don't.
Sources: §5 (4-step product ritual) · §15 (curl-type as primary segmentation) · General DTC best practice (filter taxonomy)
All
Singles
Bundles
Refresh + Refills
Best Sellers
GQ-Award
12 products
Sort by:
Best Sellers ▼
Filter:
Curl Type ▼
Routine Step ▼
Concern ▼
Price ▼
Clear all
Added Curl Quiz callout strip — cross-traffic the diagnostic tool Before: Curl Quiz lived only in the top nav and at the bottom of the page (the existing "Not sure what your curls need?" panel after the press row).
After: Thin dark callout strip directly under the filter bar, "Not sure where to start? Take the 2-min Curl Quiz" with a primary link. Catches the shopper who is overwhelmed by the grid before they bounce.
Why: Decision paralysis is the #1 reason curly-hair shoppers exit a collection page. A quiz at the top of the grid gives them a second route ("just tell me what I need") at the exact moment the grid feels like too much. The existing bottom quiz callout is a backup — by then, most exiters are gone.
Sources: Existing quiz tool · General DTC best practice (decision-aid at point of overwhelm)
?
Not sure where to start? Take the 2-minute Curl Quiz and we’ll build the routine your curls deserve.
Take the Curl Quiz ›
Added Quick Add reinforced + size-variant chips on cards with refills Before: Plain "QUICK ADD" label that read more like a section heading than a button. No size-variant selector on the card; visitors had to PDP-click to see 8oz vs 34oz refill.
After: "+ Quick Add to Cart" with a leading icon-glyph, sized as a primary card-level CTA (already dark/inverted). On the Hydrating Curl Cream card (which has a refill SKU) we added size variant chips inline (8oz · 34oz Refill) so the visitor can pick variant + add to cart without leaving the collection page.
Why: Collection-page conversion is dominated by click-depth reduction. Every PDP-click that becomes a Quick Add directly compounds session add-to-cart rate. Size chips on cards with refills capture the Best-Value buyer who wants the refill but doesn't want to dig.
Sources: §5 product catalog (refill SKUs) · General DTC best practice (variant selection on collection cards)
GQ AWARD
[ Hydrating Curl Cream 8oz ]
★★★★★ 171 Reviews
Hydrating Curl Cream
8oz 34oz Refill
Subscribe & save 5%, terms
$19.98
+ Quick Add to Cart
Buy Once - $19.98
BEST SELLER
[ Curl Defining Styling Gel 8oz ]
★★★★★ 155 Reviews
Curl Defining Styling Gel 8oz
Subscribe & save 5%, terms
$21.98
+ Quick Add to Cart
Buy Once - $21.98
[ Curl Care Shampoo 10oz ]
★★★★★ 70 Reviews
Curl Care Shampoo 10oz
Subscribe & save 5%, terms
$23.98
+ Quick Add to Cart
Buy Once - $23.98
[ Curl Care Conditioner 10oz ]
★★★★★ 82 Reviews
Curl Care Conditioner 10oz
Subscribe & save 5%, terms
$23.98
+ Quick Add to Cart
Buy Once - $23.98
Save 15% with the 4-Step Kit
Cleanse, condition, hydrate, define — the full ritual for $80.93 (was $89.92). Best Seller. Money-Back Guarantee.
Shop the Kit ›
ULTA EXCLUSIVE
[ Curl Refresh + Hold Spray 5oz ]
★★★★☆ 36 Reviews
Curl Refresh + Hold Spray 5oz
Subscribe & save 5%, terms
$20.00
+ Quick Add to Cart
Buy Once - $20.00
BEST VALUE
[ Hydrating Curl Cream Refill 34oz ]
★★★★★ — Reviews
Hydrating Curl Cream Refill 34oz
Subscribe & save 5%, terms
Price on PDP
+ Quick Add to Cart
View Refill Details
SAVE 5%
[ Styling Duo — Cream + Gel ]
★★★★★ 42 Reviews
Styling Duo (Cream + Gel)
Subscribe & save 5%, terms
$41.96 $40.00
+ Quick Add to Cart
Buy Once - $40.00
SAVE 5%
[ Cleanse + Condition Duo ]
★★★★★ 64 Reviews
Cleanse + Condition Duo
Subscribe & save 5%, terms
$44.21 $42.00
+ Quick Add to Cart
Buy Once - $42.00
SAVE 7%
[ Styling Trio — Cream + Gel + Refresh Spray ]
★★★★☆ — Reviews
Styling Trio
Subscribe & save 5%, terms
$61.96 $57.62
+ Quick Add to Cart
Buy Once - $57.62
BEST SELLER · SAVE 10%
[ 4 Step Kit — Complete System ]
★★★★★ 91 Reviews
4 Step Kit
Subscribe & save 5%, terms
$89.92 $80.93
+ Quick Add to Cart
Buy Once - $80.93
SAVE ~15%
[ 5 Step Kit — Full Ritual + Refresh ]
★★★★☆ — Reviews
5 Step Kit
Subscribe & save 5%, terms
$109.96 $93.24
+ Quick Add to Cart
Buy Once - $93.24
[ Sample Kit — Try the Line ]
★★★★☆ — Reviews
Sample Kit
Free with code GRATIS
$14.00 $6.50
+ Quick Add to Cart
Buy Once - $6.50
Added Load-more meter — pacing for grid scroll Before: Grid ended at 12 products with no pagination, "load more", or visible footer divider.
After: "Showing 12 of 12" count, progress bar visualizing scroll-progress through the line, and a "Load more" button (disabled-state in the wireframe since this is the full line; left in place for future SKU adds and to anchor the bottom of the grid visually).
Why: A "showing X of Y" pattern reinforces line completeness ("I've seen everything") which de-risks the bundle decision — they know they're not missing a SKU. When SKU count grows past 12, this pattern is already in place.
Sources: General DTC best practice (grid pacing) · Forward-compat with line expansion
Added Pull-quote review — concrete social proof between grid and press Before: Reviews and star ratings lived only inside individual product cards.
After: Hero pull-quote panel below the grid (cream surface, brand-green border): five stars, real review-style quote, named reviewer with curl-type tag. Establishes a customer voice between the product grid and the press logos.
Why: §15.1.7 home-page pattern: a single concrete customer voice converts better than star-count averages because it gives the visitor a person to project onto. On a collection page this also creates a natural breakpoint between "shop" and "trust" content stacks.
Sources: §15.1.7 (Reviews pattern) · §10 (Phrase library — customer voice samples)
[ Reviewer ]
★★★★★
“I’ve tried every clean curl brand in the aisle. OCOA is the first one that gave my 3B curls definition without the crunch — and it’s the first one that felt like it was made for me.”
Maria R. · 3B Curls · Verified Buyer
Added Compare Your Kit strip — bundle decision aid Before: Three kits in the grid (Styling Duo, Cleanse+Condition Duo, Styling Trio, 4-Step Kit, 5-Step Kit, Sample Kit) but no side-by-side. Visitor had to PDP-tab to compare.
After: Mini-comparison table: rows = the 4 main kits (Duo / Trio / 4-Step / 5-Step), columns = what's included (Cleanse / Hydrate / Define / Refresh) + savings + price. 4-Step row is highlighted as "Best Value".
Why: Bundle pages convert when the visitor can see "what am I getting" and "what am I saving" at a glance. This is the page-level equivalent of the home page's 4-Step Kit highlight. Resolves the most common bundle-page exit: "I don't know which kit is right for me."
Sources: §5 (Bundle catalog + pricing) · General DTC best practice (comparison tables on multi-bundle collections)
Compare Your Options
Pick the kit that matches your curl ritual. All kits ship free over $50 and carry the OCOA money-back guarantee.
Kit
Cleanse
Hydrate
Define
Refresh
Save
Price
Styling Duo Cream + Gel —
✓
✓
—
5%
$40.00
Styling Trio Cream + Gel + Refresh —
✓
✓
✓
7%
$57.62
4-Step Kit Best Value · Complete Ritual ✓
✓
✓
—
10% $80.93
5-Step Kit Ritual + Refresh ✓
✓
✓
✓
~15%
$93.24
Added Subscribe + Save band — surfaces the retention lever Before: "Subscribe & save 5%, terms" lived in tiny copy inside each card. The 15% subscribe value (per home page) was nowhere on the collection page.
After: Dedicated dark band between the kit-comparison strip and the press row: "Subscribe + Save 15% on every order." Three uppercase bullets (Skip / Swap / Cancel Anytime). Primary CTA "How Subscribe Works".
Why: Subscribe is OCOA’s highest-LTV unit. The collection page is exactly where a shopper is deciding "buy once vs subscribe" and they need to see the 15% offer with the same emphasis as the price. The bullet-line preempts the three top "what if" objections.
Sources: §10 (Phrase library — Subscribe + Save framing) · §15 (Subscribe positioning)
Subscribe + Save 15% on every order.
Lock in your ritual at the lowest price — we’ll restock you on your cadence, never your inbox.
✓ Skip Anytime
✓ Swap Products
✓ Cancel Anytime
How Subscribe Works ›
Added Empty-state pattern — for zero-result filter combinations Before: No empty-state pattern. If a visitor filtered Curl Type 4C + Concern Scalp + Price < $20, they'd see an empty grid.
After: Empty-state block ready to render when filters return zero products: "We don't have a SKU that matches every filter — try clearing one, or take the Curl Quiz." Both routes give the visitor a way back to conversion.
Why: Zero-result states are silent bounces. Even a one-line recovery (clear-filter link + quiz link) keeps the visitor in-funnel. This is rendered visibly in the wireframe so the client can sign off on copy and tone; in production it’s gated by filter-result-count=0.
Sources: General DTC best practice (zero-result recovery) · §10 (Phrase library — supportive tone)
No products match every filter you picked.
OCOA is a 12-SKU clean-curl line — sometimes a strict filter combo leaves nothing on the shelf. Try clearing one filter, or let us pick for you.
Clear all filters ›
Take the Curl Quiz ›
TODAY
Forbes
Good Morning America
Beauty Independent
Al Día