Expert authority
"Veterinary Expertise You Can Count On" with Dr. Steph.
Earth Rated
Poop bags, grooming wipes and pee pads made with recycled and plant-based materials.
Earth Rated’s Storefront Evidence Score61out of 100D+
Scored against 180 brands, 14 of them in Pets
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The short answerEarth Rated has a Storefront Evidence Score of 61 (D+), #148 of the 180 DTC brands we have fully scored, as of Oct 9, 2026. Its strongest area is Tech Stack (76) and its biggest gap is Offer & Angles (48), and its storefront runs Recharge, Rebuy, Klaviyo and Triple Whale.
65% of the top-scoring brands run a reviews or UGC app.
Our scan didn’t find one on Earth Rated’s storefront. A review count says more than any adjective on the page.
See all 4 unlocksName the products in the H1
Lead with "Poop bags, wipes and pads that are better for the planet".
All 3 fixesThe stack
Stack Score 76
4 of 7 core app categories detected in public storefront code, by tier.
Detected, not endorsed. Each app links to its profile in The Stack.
Go deeper
The full read
Every point below is fixable, and most of them are copy. Start with the three fastest fixes.
Brand analysisPositioning, point of view, audience, white space and validation
Clear 71
How strongly Earth Rated stands for something only it can say.
- Recycled poop bags and plant-based wipes are a clear difference.
- New scents, grooming line, a vet.
Clear 64
- Review volume and rating shown. "Over 250,000 5-Star Reviews" on the PDP; no product-level count in source.
- Authority or third-party proof. "Veterinary Expertise You Can Count On" with Dr. Steph.
- Star rating on the product page. “Over 250,000 5-Star Reviews”.
- Certifications or clinical backing shown. “B Corp” on the site.
- Creator, affiliate or UGC presence. No creator program or customer content detected in public code.
Primary. Every dog owner who goes through a roll of poop bags a week.
What the site signals. Dog owners; "your go-to for muddy moments" is a nice occasion.
Earth Rated owns: Better basics: recycled poop bags and plant-based wipes.
- Native Pet owns: Vet authority: a board-certified veterinary nutritionist.
- Open Farm owns: Traceability: "100% traceable" food.
- BARK owns: Surprise and theme: licensed boxes your dog actually tears into.
Peers are other graded brands in the same category. Our read, from their own sites.
The strategist’s read
Where Earth Rated plays, and the next move
Everyday dog essentials made with better materials.
Every dog owner who goes through a roll of poop bags a week.
Better basics: recycled poop bags and plant-based wipes.
Expert authority
"Veterinary Expertise You Can Count On" with Dr. Steph.
The offer
No offer on either page in source. A clear, repeated offer gives a first-time visitor a reason to act today.
Name the products in the H1
Lead with "Poop bags, wipes and pads that are better for the planet". People search for poop bags, not "not your average dog brand".
Our read, built from the quoted evidence on this page. Opinion, not fact.
Customer sentimentNot enough public reviews yet
Not enough public reviews yet.
We only summarize reviews that are readable on Earth Rated’s own product pages. We found fewer than 25 there as of Oct 10, 2026, so there is nothing fair to say yet.
Score breakdown and evidenceEvery point, with the quote behind it
Earth Rated has a great proof line ("Over 250,000 5-Star Reviews") and a vet face up front ("Meet Dr. Steph"). The homepage never says what it sells in the hero, and the pee pad PDP has no visible offer or price anchor beyond the product price.
56Value Prop & Positioning20% of the scoreSee evidence
- ~Hero headline says what it is or the core benefitH1s are "Meet Dr. Steph" and "Earth Rated. Not your average dog brand."; neither says what it sells.9/25
- ~Subhead makes the benefit specific"Making life with dogs simpler, and better." plus bags made with 65% "post-consumer recycled plastic".12/20
- ~Target customer and use occasion are clearDog owners; "your go-to for muddy moments" is a nice occasion.10/15
- ~Category understood within five seconds"The Earth Rated Collection" with poop bags and wipes clarifies after a scroll.14/20
71Point of View11% of the scoreSee evidence
- ~Differentiation versus alternatives is explicitRecycled poop bags and plant-based wipes are a clear difference.14/20
- ~Distinct hooks and anglesNew scents, grooming line, a vet.11/15
64Third-Party Validation14% of the scoreSee evidence
- ~Review volume and rating shown"Over 250,000 5-Star Reviews" on the PDP; no product-level count in source.15/20
- ~Authority or third-party proof"Veterinary Expertise You Can Count On" with Dr. Steph.12/15
- ~Star rating on the product page“Over 250,000 5-Star Reviews”.8/15
- ✓Certifications or clinical backing shown“B Corp” on the site.10/10
- ✕Creator, affiliate or UGC presenceNo creator program or customer content detected in public code.0/10
48Offer & Angles16% of the scoreSee evidence
- ~Clear offer on homepage and PDPNo offer on either page in source.6/20
- ~Risk reversal"Satisfaction Guarantee" on the PDP.12/15
- ~Reason to buy nowNo urgency.6/15
72Messaging Consistency9% of the scoreSee evidence
- ~Same core promise on homepage and PDPBoth pages: simpler dog care with better materials.32/40
- ~Proof numbers match across pagesThe 250,000 claim appears on the PDP; nothing on the homepage.20/30
- ~Offer matches across pagesNo offers to compare.20/30
Homepage against product page, from the same scan.
56Site Experience19% of the scoreSee evidence
- ✓SW-02 Mobile viewport set upViewport meta tag present.10/10
- ✕SW-03 Images described with alt text49 of 67 homepage images have alt text.0/5
- ✓SW-04 Images below the fold load lazily41 of 67 homepage images lazy-load.5/5
- ✓SW-10 Search that finds thingsSearch box in the header code.10/10
- ~SW-11 Cart top right with a live countCart link without a count element.5/10
- ✕SW-12 Free shipping threshold in plain sightNo free shipping threshold on the homepage.0/10
- ~SW-13 Two or more ways to get helpSupport via chat.2/5
- ✓SW-14 Policies one click awayPolicy links in the footer.5/5
- ~HP-01 One clear H1Two H1s, neither naming the product.4/10
- ✕HP-04 Offer bar under the headerNo offer or perk found on the homepage.0/10
- ✕HP-10 Bestsellers up frontNo bestsellers block found on the homepage.0/10
- ✓HP-11 Shop by category4 collection links on the homepage.5/5
- ✕HP-12 A story block or founder noteNo story or founder block found on the homepage.0/5
- ✕HP-14 A real reason to buy nowNo dated or limited reason to buy now on the homepage.0/5
- ✓PDP-01 Product name under 65 characters“Dog Pee Pads” (12 characters).5/5
- ~PDP-03 Reviews on the pageBrand-wide review claim on the PDP; no product-level count.9/15
- ✕PDP-05 Thumbnails, video and variant images0 product images in the gallery code.0/5
- ✓PDP-09 Quantity and variant pickers that update the priceQuantity input and variant picker.5/5
- ✓PDP-10 Savings shown with a strikethroughCompare-at price shown on the PDP.5/5
- ✕PDP-11 Subscribe and save in the buy boxNo subscription or delivery frequency option on the PDP.0/10
- ✓PDP-12 Bundles or upsells on the page“You may also like” on the PDP.10/10
- ✓PDP-14 Pay later for higher price pointsPay later option (payment-terms) on the PDP.5/5
- ✓PDP-15 Guarantee in the buy box“Satisfaction Guarantee” on the PDP.10/10
- ~PDP-16 Shipping and returns spelled outReturns terms on the PDP, no shipping note.5/10
- ✓PDP-17 Details, ingredients or FAQ in accordions"Size chart" and "How To Use Your Pads" on the PDP.10/10
Lab speed (Core Web Vitals) isn’t scored yet.
76Tech Stack11% of the scoreSee evidence
Coverage of the seven core app categories. Full breakdown in the Stack Score below.
Storefront Evidence Score, methodology v1.3: 7 of 7 areas scored.
How you stack up4 unlocks vs Pets peers and the top 20
4unlocks
waiting
waiting
03 · How you stack up
Earth Rated vs. the best
Out of 10 lanes, Earth Rated covers 4. The comparison: 47 Pets storefronts and the 20 top-scoring brands on The Board. These are the lanes where peers have an edge.
Reviews and UGC
Unlock65% of the top-scoring brands run a reviews or UGC app. Our scan didn’t find one on Earth Rated’s storefront. A review count says more than any adjective on the page.
Referrals, loyalty and affiliates
Unlock50% of the top-scoring brands run a referral, loyalty or affiliate app. Our scan didn’t find one on Earth Rated’s storefront. Happy customers and creators are some of the cheapest customers you can buy.
Popups and list growth
UnlockNo popup or list growth tool spotted on Earth Rated’s store, while 47% of Pets brands run one. Every email or phone number captured is a customer you can reach again for free.
CRO and testing
Unlock30% of the top-scoring brands run a CRO or testing tool. Our scan didn’t find one on Earth Rated’s storefront. Without a test tool, every change to the page is a coin flip.
What the top 10 run here:
Intelligems5 of 10
Intelligems5 of 10Most common across our scan:Intelligems
IntelligemsPDP and landing pages
Not spottedOnly 15% of peers run one, so it doesn’t count as an unlock.
Post-purchase experience
Not spottedOnly 10% of peers run one, so it doesn’t count as an unlock.
Adoption is the share of storefronts where our Oct 9, 2026 scan found at least one app in the lane. Apps that live only in checkout or the back office can hide from a scan, so “not spotted” doesn’t mean missing. App names show what other brands run. They aren’t endorsements. A few links to software partners are referral links, and we may earn a commission if you sign up, at no cost to you. Money never changes a score.
The stack by funnel stageCoverage across acquisition, conversion and retention
Acquisition33/100Getting new people in the doorDetails
- No popups / list growth app spotted. Top 20 pick: Alia
- No referrals / affiliates app spotted. Top 20 pick: Superfiliate
Retention100/100Bringing them back for moreDetails
Every core category in this pillar is covered.
Spotted in public storefront code, scanned Oct 9, 2026. Checkout and back-office apps can hide from a scan, so treat a gap here as something to check.
Fix this week3 specific changes, free
Name the products in the H1
NowH1s are "Meet Dr. Steph" and a brand tagline.
TryLead with "Poop bags, wipes and pads that are better for the planet".
Why it matters
People search for poop bags, not "not your average dog brand".
Put the 250,000 reviews on the homepage
NowThe claim appears on the PDP.
TryAdd it under the hero.
Why it matters
Huge proof belongs on the first screen.
Add a first-order reason to buy
NowNo offer in source.
TryTest a subscribe-and-save on bags and pads.
Why it matters
Poop bags are the most predictable repeat purchase in pet.
Storefront Evidence Scores are our editorial opinion, based on our published methodology and the public evidence on this page as of Oct 9, 2026. They are not statements of fact about a company’s legal compliance, finances or product safety. Grades are set against the DTC field we score: 82 or higher is in the A range (the scale). Methodology · Request a correction
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