Conversion does not usually disappear in one dramatic moment. It leaks out through dozens of small hesitations.

A conversion rate tells you that something happened. It does not tell you why.

The same number can hide poor mobile discovery, unconvincing product pages, a campaign mismatch, stock problems, slow performance or a basket surprise customers only encounter at the end.

That is why a generic checklist is not a diagnosis. Adding urgency, badges and larger buttons before understanding the hesitation can make the store noisier without making it easier to buy from.

A useful conversion audit begins with your customers, catalogue and trading context—not a universal list of “best practices”.

The friction usually crosses several pages and several owners.

Marketing owns the arrival. Merchandising owns the range. Design owns the page. Development owns the component. Operations owns the delivery promise.

The customer experiences one continuous decision, and every gap between those owners becomes a place where context can disappear.

I follow that decision from landing and discovery through product evaluation and cart, then connect the visible hesitation to the content, design, code or process that creates it.

Evidence narrows the work before opinions make it expensive.

1. Understand the commercial context Traffic sources, device mix, catalogue, customer questions and current priorities shape what good looks like.
2. Walk the real journeys I review representative routes through navigation, search, collections, products, cart and key campaign pages.
3. Use the evidence already available Analytics, recordings, support themes, search terms, returns and team observations help distinguish patterns from preference.
4. Rank the opportunities Expected customer value, confidence, effort and risk create an order the team can actually use.
5. Define testable improvements Recommendations become clear changes with an intended outcome, not vague instructions to “improve UX”.

The audit does not stop at a design recommendation.

I work across customer experience, commercial prioritisation and hands-on front-end development.

That means recommendations account for the store that must implement them. A promising idea can be reshaped into a smaller test when the original version would cost more than the evidence justifies.

If you want continuity, I can also build the agreed improvements and remain accountable for the problem we set out to solve.

You may be wondering…

More traffic makes unresolved friction more expensive.

Every campaign sends new people through the same journey. Improving that journey can make existing acquisition spend work harder before the business buys another click.

You do not need a polished brief. Send me the useful version of the problem, the store URL and anything the team has already tried.

I will look at the website before we speak and tell you plainly whether I am the right person to help.