Proposed site map
The current nav is a flat list of product links (Suit / Bundles / Customise / Partners) with all trust and help content buried in the footer. The proposal groups the catalog under Shop, gives support content a home in the header, and puts a conversion path on every level.
Home
Convert & route
Hero + trust bar
"Make Weather Irrelevant" with Kickstarter / 10,000mm / free shipping proof
Pick Your Pudl (1x/2x/3x)
Bundle tiers on the homepage — the strongest AOV lever, no longer hidden
Press + Trustpilot reviews
Kate, Dean (London Zoo), Tim + live review widget
Founder story + final CTA
Sophie section → "See the rain a little differently"
Shop
Single dropdown, 3 paths
The Pudl Suit (PDP)
Buy box with inline bundle upsell, sticky buy bar, size guide, accordions
Bundles
Dedicated 1x/2x/3x page, middle tier "Most Popular"
Customise
Name/logo suits — routes B2B-ish traffic to Partners enquiry
Partners & About
B2B + brand trust
Pudl Partners
Lead form promoted to header nav (was product-link only)
About Us
Sophie / mission — currently only reachable from footer
Sustainability
PFAS-free, recycled, bluesign — backs up the premium price
Support
Objection handling
FAQs
Grouped: product, purchasing, shipping, returns — pre-order questions answered up front
Shipping & Returns
Free UK/US/CA shipping + 14-day returns, one page, linked from every PDP accordion
Care Guide + Contact
hello@pudl.co, socials
What changed vs. today
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Bundles surfaced on Home and inside the PDP buy box. Multi-suit orders were the top Kickstarter AOV lever; today they live behind one nav link.
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Announcement bar unified to one message. "Free shipping on all UK, US & Canadian orders" replaces four rotating messages.
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Regional fixed pricing (£249 / $399 / C$549). Region switcher in the header instead of a 28-country Shopify dropdown.
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Support promoted to the header. FAQs answer pre-order hesitations (August delivery) before checkout, not after.
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Email capture with regional offer. 5% UK / 10% US-CA popup at ~3s with persistent tab, per the hero offer doc.
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Cart drawer sells. "Complete the set" second-suit offer at 2-pack pricing appears after every add-to-cart.