Neuropura: Funnel & PDP CRO Audit

June 2026 · Presell (post-surgery-v2) + Homepage/PDP (neuropura.com) · Post-surgical neuropathy traffic

How to read this

Traffic arriving at the PDP has already read the post-surgery presell. They've been educated on a specific mechanism (tourniquet-induced magnesium depletion, NMDA receptor gating, why blood tests come back normal) and they understand why topical delivery is the right solution. They are Solution Aware, trending Product Aware. The audit focus is congruence -- whether the PDP reinforces what the presell built -- and friction removal on the path to purchase.

Conversion Score: B-

The presell is genuinely strong -- specific mechanism, credible objection handling, tight testimonial selection. The PDP undermines it. A high-conviction post-surgical visitor arrives to find generic sleep-cream messaging, restless-legs testimonials, a bundle selector buried six sections deep, and no trace of the NMDA gate story they just read. The funnel works despite the congruence gap, not because of it.

Top 3 fixes (the 80/20)

1. Swap in one post-surgical testimonial at the top of the review carousel

The presell converts Robert K. (Total knee replacement, "I can feel the floor under my feet again"). The PDP has zero surgical recovery testimonials -- Liam, Ruby, Harper, Sharon, Gary, Amelia all describe general nerve pain or sleeplessness. A post-surgical visitor who just read 1,500 words specifically about their surgery scans six cards and finds nobody who sounds like them. Pull Robert K. into slot 1 of the carousel and add a single subhead above it: "Works for post-surgical nerve recovery too." One copy change, immediate congruence.

2. Add one FAQ entry for post-surgical use

The presell answers every objection a post-surgical patient has -- why blood tests look normal, why ice packs fail, why gabapentin only masks the problem. The PDP FAQ has six entries, none of them surgical. Add: "Does this help with burning and tingling after knee or hip surgery?" Three sentences: name the tourniquet mechanism briefly, point to the tissue-level delivery logic, cite the 2023 study. This closes the main remaining objection for presell-referred traffic without a page rebuild.

3. Surface the bundle selector before the sixth section

The product section -- where visitors can actually choose a pack and add to cart -- is the sixth content block on the page: behind problem copy, a review carousel, a comparison table, and a brand story. For warm traffic that already read the presell and decided on the mechanism, every section they scroll through before reaching the bundle is a drop-off point. Move the bundle selector to section 2, or add a sticky "Add to Cart" bar that appears after the hero scrolls out of view.

PDP findings

Hero section

P1 The hero subhead -- "Calm the burning and tingling that's keeping you up at night" -- is a sleep-first, general-audience frame. Fine for cold traffic. Wrong for a post-surgical visitor who just read 1,500 words about nerve starvation and NMDA receptors. The presell ends with "Try Neuropura for 90 Nights." The PDP opens with a sleep angle. There's a tonal drop that reads as "you've landed on a different product for a different person."

P0 Price is not visible above the fold. To see any price, a visitor scrolls through the problem section, a six-card review carousel, a comparison table, and the brand story. For decided, warm traffic, this is friction with no upside. Even adding "from €19.99/jar" to the trust strip under the hero resolves this.

P1 Countdown timer -- "Up to 60% off ends in 24:00:00" -- resets daily. Post-surgical visitors arriving from a careful, clinical mechanism story find a discount clock. It breaks the editorial register the presell spent 1,500 words building. The discount itself is fine; the manufactured urgency clock isn't.

P2 "#1 Rated Nerve Relief Cream" appears in the hero. The attribution ("as voted by healthdailyreview.com, April 2026") is buried in the footer -- nowhere near the badge. Either cite the source inline next to the badge, or remove it. An unsourced superlative reads as invented.

P2 The primary CTA is "Get 60% Off Today" -- a discount frame. The presell CTA was "Try Neuropura for 90 Nights" -- a trial frame. The PDP CTA undercuts the premium positioning the presell built. "Try it risk-free" or "Start your 90-day trial" would carry the presell's confidence into the purchase step.

Review carousel

P0 The six carousel testimonials (Liam, Ruby, Harper, Sharon, Gary, Amelia) all describe general burning feet, sleeplessness, or gardening again. Not one mentions surgery, a joint replacement, or a recovery timeline. Robert K. (Total knee replacement, "I can feel the floor under my feet again") is on the presell but absent from the PDP. For a post-surgical visitor, scanning this carousel and finding no one like them is the single most jarring drop in the funnel.

P2 The carousel is positioned before the product -- visitors see six testimonials and a comparison table before they can buy. If the carousel is meant to close hesitant visitors, it's in the right place. But without a surgical testimonial, it closes the wrong audience.

Comparison table

P1 The comparison table ("Neuropura vs. Pills & Other Creams") lists product attributes: non-greasy, no drowsiness, absorbs in minutes, natural ingredients. These are fine for cold traffic comparisons. But the presell just built a case specifically about the topical-vs-systemic delivery distinction -- why topical magnesium reaches tissue that oral pills can't. The PDP comparison table doesn't mention that mechanism at all. A single row -- "Delivers magnesium directly to peripheral nerve tissue / Oral options can't restore tissue-level deficit" -- would carry the presell's core argument forward.

Bundle selector

P0 The bundle selector sits at scroll depth ~6000px on mobile -- section 6 on the page, behind problem copy, a six-card review carousel, a comparison table, and the full brand story. For warm presell traffic that's already decided on the mechanism, this is six sections of unnecessary friction before they can buy. Move the widget to section 2, or add a sticky "Add to Cart" / "Choose your bundle" bar on mobile that appears after the hero scrolls out of view.

P1 The "EARLY SUMMER SALE" banner and "LOW STOCK -- SELLING FAST TODAY" pulsing badge land right above the bundle options. These are discount-anxiety levers. The presell just spent 1,500 words building clinical credibility with a published study, a mechanism breakdown, and a doctor-objection handler. Arriving at a flashing scarcity badge after that is a register collision. The urgency isn't wrong on its own -- it's wrong for this traffic source at this moment in the read.

P2 Per-jar pricing is shown for the 1-jar option (€39.96/each) but needs checking at the 2- and 4-jar tiers to confirm the same clarity carries through. The presell shows €19.99/jar for the 4-pack -- if that math isn't surfaced explicitly in the 4-jar bundle option label, the visitor has to reconstruct it.

P2 "Subscribe & Save 20% -- Delivered monthly" is present in the bundle selector but appears as the last option, below the 3-jar pack, with no visual emphasis. It reads like a footnote rather than a featured path. For a product designed for 8-12 weeks of daily use, the subscription option should be visually elevated -- ahead of or equal to the one-time bundles -- not buried at the bottom.

Guarantee section

P1 The PDP guarantee reads: "If it doesn't work for you, we'll offer a full refund within 90 days." The presell guarantee reads: "Use every drop. If the burning, zaps, and sleepless nights don't improve, send back the empty jar for a full refund." The presell version is dramatically more confident -- it implies the product works so well the visitor will use the entire jar before asking for their money back. Mirror that language on the PDP guarantee section. It costs nothing and it's a stronger close.

FAQ section

P1 The FAQ has six entries covering speed of relief, safety for diabetics, ingredient differentiation, the money-back process, side effects, and the 2023 study. These are correct. But there is no FAQ entry for post-surgical use -- the exact use case the presell just spent 1,500 words on. A visitor who arrives from the post-surgery presell and scrolls to the FAQ looking for confirmation finds nothing. One entry resolves this completely.

P1 The About section hedges the clinical study: "Early research on a small group, but it's the direction the evidence is pointing." The presell presents the same study with full conviction: "That's the finding that changes everything." The PDP's self-undermining caveat walks back confidence the presell correctly established. State the finding directly and let the reader assess the evidence -- the hedging is doing more damage than the small-sample caveat justifies.

Section order

Current order: Hero → Problem → Review carousel → Comparison table → Brand story → Bundle selector → 16 FB reviews → Pullquote → Guarantee → FAQ → Shipping → Final CTA.

P0 Bundle selector at position 6 is the structural issue. For presell-referred traffic:

Suggested order: Hero → Bundle selector → Review carousel (with Robert K. in slot 1) → Mechanism bridge paragraph → Comparison table (add tissue-delivery row) → 16 FB reviews → Guarantee (full "use every drop" language) → FAQ (add surgical entry) → Brand story → Final CTA.

The problem section (position 2 on current page) re-educates someone who just finished the presell. They don't need to be told again that burning feet are more than "a part of getting older." Collapse it to one bridge sentence or remove it for this traffic source.

Presell findings

The presell is the strongest asset in this funnel. The mechanism story -- tourniquet compresses blood flow, magnesium strips from nerve tissue, NMDA receptor gate stays open, nerve fires continuously -- is specific, credible, and sequenced correctly. The "why blood tests come back normal" section is the standout moment: it handles the "but my doctor says I'm fine" objection without being combative. The six failed-treatment breakdown (ice packs, numbing creams, compression stockings, pain meds, PT, gabapentin) is thorough without being exhausting.

P1 Four of the six social proof testimonials reference diabetic neuropathy, chemo, or restless legs -- not post-surgical recovery. Robert K. is the only surgical patient on the page. The presell promises mechanism specificity but the social proof leans broadly applicable. If there are more surgical recovery testimonials in the bank, swap two of the non-surgical ones out.

P1 Pricing section shows €19.99/jar at the 4-pack but doesn't show the single-jar price. A visitor who wants to trial one jar before committing has no price anchor. Show the 1-jar price even if the 4-pack is the default and recommended option.

P2 "Sell-out risk: high" badge in the pricing section sits awkwardly after 1,500 words of clinical credibility. A post-surgical patient who just read about a 2023 Journal of Palliative Medicine study doesn't need a scarcity badge to decide. It's the wrong emotional register for the audience at this point in the read.

Funnel congruence -- what the presell builds that the PDP doesn't reinforce

The count: 4 matches, 9 gaps or breaks. The presell does a serious amount of belief-building work that the PDP doesn't validate on arrival.

Quick wins for this sprint

1. Swap testimonial slot 1 in the review carousel to Robert K.'s exact copy from the presell. One copy change.
2. Mirror the "use every drop" guarantee language from the presell onto the PDP guarantee section. Zero code changes.
3. Add FAQ entry for post-surgical use -- 3 sentences, reference tissue-level delivery and the 2023 study.
4. Remove the "Early research on a small group" hedge from the About section. State the finding, cite the study, let the data speak.
5. Replace the countdown timer with a static trust strip matching the presell's register: "Pharmaceutical-grade magnesium chloride · 90-day guarantee · Free worldwide shipping."
6. Add "from €X/jar" price to the hero trust strip. Visitors shouldn't have to scroll six sections to see a price.
7. Add a sticky "Add to Cart" bar that appears on mobile after the hero scrolls out of view. Doesn't require rearranging the page.

Structural items for Phase 2

Post-surgical PDP variant. The presell is doing segment-specific work. The current PDP is generic. A dedicated /pages/neuropura-post-surgical destination (or a UTM-based content swap) that surfaces surgical recovery testimonials, the NMDA mechanism bridge, and the bedtime application timing would serve this traffic significantly better than the current generic page.

Review filtering by use case. The 17,757-review bank clearly spans multiple conditions: post-surgical, diabetic neuropathy, chemo-induced, restless legs. A filtering widget -- "show me reviews from people like me" -- removes doubt that the product works for a specific case. Currently impossible to navigate by condition.

Subscribe-and-save. The product is designed for 8-12 weeks of daily use. If a subscription option doesn't exist, it should. If it does, it should be visible at the bundle selector -- not buried in account settings.

Awareness + angle layer

Awareness level mismatch: The presell addresses a Problem Aware visitor who has already tried the standard recovery tools and failed. By the time they click to the PDP, they're Solution Aware -- they understand topical magnesium delivery is the mechanism, and they're evaluating Neuropura as the specific product. The PDP writes for Problem Aware visitors who haven't heard any of this yet. The result: redundancy (re-explaining the problem they just had fully explained) and a missing bridge (the mechanism they just read about is never validated on the page where they buy).

Belief sequence gaps: The presell installs four beliefs in order: the mechanism is real and specific, everything else fails for structural reasons, the 2023 study validates topical delivery, the guarantee makes the trial risk-free. The PDP validates none of these on arrival. It opens with "is the burning a sign of something deeper?" -- reopening a question the presell just closed. The visitor needs the page to say: "Yes, this is the product. Here's where to choose your pack." Instead it starts the education cycle again.

Angle depth: The presell runs a tight post-surgical angle. The PDP runs a broad general neuropathy angle with a sleep-improvement layer. These serve different audiences. At scale, separate destinations by traffic source -- post-surgical, diabetic, chemo, general/aging -- with testimonials and a mechanism bridge matched to each entry point. The review bank has the raw material; it just needs sorting and routing.

Ready for advertorial traffic?

Run it, but fix #1 (Robert K. testimonial swap) and #3 (post-surgical FAQ entry) before scaling spend. The presell does too much surgical specificity work to lose that visitor at the PDP to a generic sleep-cream presentation. The conversion leak is in the moment a post-surgical visitor scans six testimonials, finds no one like them, and quietly closes the tab.

One philosophical note

The presell treats the visitor as someone with a specific, documented, physiological problem -- it names their surgery, explains the mechanism, acknowledges their doctor's confusion, and builds a case clinical enough to satisfy an engineer. Then the PDP treats the same person as a general consumer with tired feet. That tonal drop is the real issue here. It's not a design problem or a CTA problem. It's a "who are we talking to right now?" problem. The presell earns trust through specificity. The PDP spends that trust on generality. Every fix listed above is, at root, about extending the specificity the presell already earned -- into the page where money changes hands.