By Martin Lucas & Anna Hickling · 3 July 2026

The full Crazy Egg behavioural audit: 43 maps across 11 pages, desktop and mobile, read through the Brand Brain and the hydration CRO logic. Part A: how to read the maps. Part B: page-by-page findings. Part C: the pattern. Part D: the CRO plan.

This audit reads both layers Crazy Egg captured for each page: the click heatmap (where people act) and the scrollmap (how far they get). Reading them together is what turns observation into insight, because they often disagree — and the disagreement is the finding.

The single most important correction this makes to the earlier read: it is not true that people never see the below-the-fold content. The scrollmaps show many visitors do scroll into the education. What they do not do is act on it. Attention continues where engagement dies. That reframes the problem from where the content sits to what the content does when it gets there.

The click heatmap. Warm (yellow, red, white) = high click density, blue = low, black = untouched. Look for: the first strong cluster (is it on a buy action or just an image), clicks on non-clickable things (desire without a door), and whether proof elements (stars, review counts, Trustpilot) get engaged.

The scrollmap. Warm (red, yellow) = a high percentage of visitors reached this depth, cooling through green to blue as people drop off. The Average Fold marker shows where the typical screen bottom lands. Content in the blue zone is reached by a minority; content in the green zone is seen by most, so if it isn't working, that's a content problem, not a placement one.

Reading them together. Green scroll + cold clicks = seen but ignored — a content and proof-integration problem, the most common pattern in the SiS set. Blue scroll + cold clicks = genuinely unseen — a placement and hook problem. Warm clicks on non-links = a missing CTA. Clicks on proof = the proof-driven SiS athlete revealing themselves — feed it.

Heatmap: clicks pile onto the first product and the FAQ toggles. Scrollmap: warm to the products, then a fast fade; the Trustpilot and Informed Sport marks sit in the cold zone.

Reading: classic bottom-loaded proof. The FAQ clicks show people hunting for reassurance the page hasn't front-loaded. The trust marks are both unseen and unclicked. The first product being clicked shows people aren't getting the info they need to make informed decisions on the PLPs.

Fix: lift a slim trust strip (Trustpilot rating + Informed Sport) to the top, add star ratings and a use-case line to each of the three product blocks, and surface the most-clicked FAQ answers as visible reassurance.

Heatmap: heat on the buy controls. Scrollmap: Average Fold sits below the buy block; bleed to blue by Fuel Your Performance.

Reading: still not getting past the fold and fading at the same rate. The information panels are largely ignored.

Fix: tell the audience what they need to know sooner. The high CR on the product configuration section is an opportunity to speed up consumer choice.

Heatmap: heat on the hero View All and the four sub-category tiles, thinning fast below. Scrollmap: green across the hero and tiles, cooling through the GO Isotonic explainer and The Science strip.

Reading: the routing tiles (Isotonic / Powders / Gels / Drinks) are doing real work — people want to self-sort. But the science strip and the proof lower down cool off. The page routes adequately but does not convert or reassure once you are past the tiles.

Fix: keep and strengthen the sub-category tiles, and move a proof beat (ratings, an athlete line) up beside the tiles rather than leaving The Science stranded mid-page. This line should be included in the image if possible (gathering athlete quotes to reassure and provide proof).

Heatmap: sparse, cold, a few scattered clicks. Scrollmap: green fairly deep, so people scroll but barely click.

Reading: a seen-but-ignored page. The dark, image-led hero opens on mood, not stakes or routing, and gives few obvious things to click.

Fix: add a clear routing question and clickable choices high on the page, and lead with a fuelling stake rather than a mood shot. This page has attention it is not converting.

Heatmap: near-cold, a faint touch on one selector. Scrollmap: strongly green almost the whole way down — people do reach the fuelling guide.

Reading: the sharpest example of the core pattern. The education is reached (green scroll) but generates almost no clicks. Seen, not acted on.

Fix: the education doesn't need moving; it needs activating — integrate proof into it (a race-day review, a rating), add a clear CTA within the guide, and give the multi-dropdown selector a which-is-right-for-you frame.

Heatmap: faint clicks on the selectors only. Scrollmap: warm through the buy block, fading below into the fuelling content.

Reading: same family as the other packs — the buy block is weakly engaged; the fuelling guide below cools, both under-reached and under-clicked.

Fix: open with the stake (what getting fuelling wrong costs in the last 5k), route the selectors by goal, and inject proof at the decision.

Heatmap: almost no clicks. Scrollmap: Average Fold at the product block, warm to price and Add to basket, then a clean fade to cold exactly at Fuelling the Marathon.

Reading: here the fuelling guide is genuinely under-reached — most visitors do not get into it. A placement problem, not just a content one.

Fix: needs the hook highest of all — a stakes line and proof beat above or beside the buy block. Consider surfacing one line of the fuelling plan next to the price. (Content itself can't be controlled — hardcoded.)

Heatmap: diffuse low-intensity clicks across many products and the filter pills, no dominant focus. Scrollmap: warm across the first two product rows, cooling below.

Reading: choice overload. Clicks scatter and reach for the category filter pills — demand for routing is explicit, but the default grid does not provide it.

Fix: lead with shop-by-need routing (by sport, by race, by goal) above the grid, and make the filter pills more prominent. This is flagged as a larger structural task — bigger filter pills would be a large dev job (out of scope/budget for now), and the shop-by-need route needs care since equivalent pages were previously set to no-follow/no-index. Needs a rethink of structure/breadcrumb/mega-menu, or a lighter-weight alternative (sub-headings the filter jumps to) as part of the SiS rebrand scope.

Heatmap: clicks on the top products and the sort/filter controls. Scrollmap: warm across the product grid, fading lower.

Reading: healthier than the shop-all — a product grid that gets clicked and filter/sort controls in use. But like everywhere, no proof sits on the product tiles at the point of choice.

Fix: add star rating + review count to each gel tile (the PDP proves people click this), and a one-line best-for tag (race day / training / long ride).

Mobile heatmaps concentrate clicks tightly on the buy controls (flavour, size, quantity) and, on the PDP, on the star rating and reviews link — proof-seeking is even clearer on mobile. The long single-column scroll pushes education very deep on a phone.

Fix: mobile needs its own running order, not a squashed desktop — proof and a which-one-for-me line must sit within the first screen or two. Not currently possible with the Magento setup; a request has been made to developers for a CSS class to show/hide blocks by device.

Across all 11 pages, one behaviour repeats: people arrive, engage the product controls weakly, and either fade before the proof and education or scroll past it without acting on it. The pages route (barely) and display, but they do not build desire, reassure, or convert. The one place this breaks in SiS's favour is the PDP reviews, where proof is present at the decision and gets clicked.

Page	Scroll (seen?)	Clicks (acted?)	Diagnosis
GO Electrolyte PDP	deep	on buy	Template
Energy Gels	good	grid + filters	Add proof
Energy category	good	tiles only	Add proof
Hydration Tablets	medium	1 product + FAQs	Proof up
All Products	medium	scatter + filters	Route by need
Cycling Endur. Pack	deep	almost none	Activate guide
Half Marathon Pack	medium	selectors only	Hook + proof
Marathon Race Pack	shallow	almost none	Hook highest
Bike / BETA category	deep	sparse	Route + stake

1. Put proof on the product, everywhere. Star rating, review count and one snippet on every category tile, pack selector and gel tile. The PDP proves people click it when it's there — keep the brand style and tone of voice in mind so as not to look like a cheap website.
2. Activate the education; don't just relocate it. The pack fuelling guides are often reached (green scroll) but dead (cold clicks). Integrate proof and a CTA inside them.
3. Route by need, not by SKU. All Products and the category pages show hunger for filters and tiles. Rethink order and filter system, with a quick-fix easy win and a long-term rebrand-scope solution.
4. Open on the stake, not the mood. The dark image heroes (BETA, Marathon Pack) lose engagement early. Lead with the number or consequence that matters to that athlete.
5. Give mobile its own order. Proof and routing must live in the first screen or two on a phone. (Work in progress.)

The one-line version: reading clicks and scrolls together proves it — SiS's pages are seen more than they are acted on. The fix isn't simply to move content up, it's to put proof on the product and make the education do a job. Where SiS already does this (PDP reviews), the behaviour shows it works.

Every finding rolls up into a single playbook, governed by the Brand Brain. The page's job is to move an athlete through the Decision Model — could I perform better → what should I use → can I trust this → buy — and today's pages skip the first and third steps.

1. Open on the stake, not the mechanism. Lead at Value Pyramid Level 1–2 (identity and performance), not Level 5 (mechanism). Give the athlete the consequence or the number that matters to them; the science is the proof, the athlete is the hero.
2. Route by need, immediately. A which-is-right-for-you frame before the product wall (the 3D context nudge).
3. Put proof on the product, at the point of choice. Star rating, review count and one verified snippet on every product block, tile and selector — the single highest-leverage change. Draw snippets from the verified swipe file, CONFIRMED tier first.
4. Activate the education, don't just display it. Integrate a proof beat and a CTA inside each fuelling guide.
5. Stack the authority proof next, not at the foot. Athlete endorsement (4D identity) then elite heritage (2D authority) belong at the evaluation moment, immediately after the products.
6. Carry a slim trust strip from the top. Trustpilot rating plus Informed Sport, persistent near the hero.
7. Keep FAQs late as objection handling — but promote the most-clicked FAQ answers (safety, how-to-use) into visible reassurance higher up.

Rule	What it means	Brand Brain anchor
Proof on the product	Every tile, block and selector carries rating + count + a snippet	Trust Hierarchy; 6D social proof
Stakes before specs	Lead with the consequence or number, not the mg count or mechanism	Value Pyramid Level 1–2
Route, don't display	Guide the choice by need before showing the product wall	3D context nudge
Activate, don't relocate	Give reached-but-dead education a proof beat and a CTA	Athlete Decision Model, Validation

Dormant (88.1%, the sleeping giant): proof-on-product and stakes-first fixes matter most — lead with social proof and risk reduction to win the first or second purchase.

Active Mid-Tier (the growth engine): race-day and PB review snippets at the decision point drive the single highest-leverage conversion on the site — the purchase-one-to-two-within-30-days moment.

At Risk: elite-only proof and a reason to restart — the authority capstone (athlete + heritage) does the reassurance work when re-engaging around a new goal.

Champions (1%, £563 LTV): they don't need convincing, they need the basket widened — surface bundles, subscription and new formats over introductory proof.

Ship now (highest leverage, low effort): add rating + review count + one CONFIRMED snippet to every product tile, block and pack selector, plus a slim Trustpilot + Informed Sport trust strip near the top of every page.

Ship next (high leverage, medium effort): add a route-by-need block to category, pack and All Products pages, and rewrite pack heroes to open on the stake with the fuelling-guide value surfaced beside the buy block.

Then, structural: give the pack fuelling guides an integrated proof beat and CTA, move athlete and heritage proof up to the evaluation moment, and build a dedicated mobile running order.

Measure: re-run Crazy Egg after the proof-on-product change and watch for warm clicks appearing on the ratings and for the scroll-to-click gap closing on the pack guides. Pull the overlay view for exact click-share before and after.

The whole plan in one line: lead with the stake, route by need, put the proof on the product, and make the education act — on every page, tuned to the segment.

---

Method note: findings are read directly from the 43 Crazy Egg heatmap and scrollmap images captured 1 July 2026 across 11 pages, desktop and mobile. Click density and scroll fade were also checked programmatically to confirm what the maps show. The plan is governed by the SiS Brand Brain (Value Pyramid, 2D–8D nudge architecture, Athlete Decision Model, Sage and Hero archetype) and the four segment operating systems.