What Forth changed

• Added a "Build your own" bespoke test feature across all major categories (Hormones, General Health, Nutrition, Mental Health, and Sports).
• Expanded the navigation menu to include a comprehensive list of specific tests, including new categories like Sexual Health and Cancer screening.
• Added a "Take the Quiz" call-to-action to help users choose between the increased number of testing options.
• Updated the homepage layout to show the specific number of tests available in each category (e.g., "14 Tests to choose from" in Hormones).
• Introduced a search bar with "Top searches" for quick navigation to popular biomarkers like Iron and Thyroid.

Forth is moving beyond fixed test bundles to a customizable model. This allows customers to pick specific biomarkers, potentially lowering costs for users who only want to track certain levels while increasing the total number of tests available.

• Fixed a typo in the URL for the "Tiredness & Fatigue" home blood test kit.
• The link was updated from "tiredeness-fatigue" to "tiredness-fatigue."
• Removed two extra characters from the end of the page content.

A broken link on a popular product page can stop customers from buying. Fixing this ensures users can reach the checkout for fatigue-related blood tests.

• Added a "Build your own" bespoke test feature across all main navigation menus.
• Expanded the product catalog with new categories including Mental Health, Sexual Health, and Cancer screening.
• Introduced a "Help me choose" test quiz to guide users to the right product.
• Added a free app demo to show how results are visualized before a customer buys.
• Updated the site navigation to include a massive mega-menu listing dozens of specific biomarker tests like AMH, Cortisol, and HbA1c.

The competitor is moving away from fixed test kits to a more flexible model. This allows customers to pick only the biomarkers they care about, potentially lowering the entry price or increasing order value.