Case Study: Magento CRO
High traffic, finally converting at commercial rates.
A UK automotive accessories specialist with significant traffic volumes and disappointing sales figures. Strong numbers at the top of the funnel were not making it through to purchase. The problem was friction, and it needed to be found and removed.
60%
Conversion increase
The Situation
Strong traffic. Weak conversion. Commercial opportunity left on the table.
An automotive accessories retailer with high traffic volumes driven by strong organic performance and paid media. The visitors were there. The purchases were not.
Conversion rates were significantly below industry benchmarks for the category. The gap between what the traffic suggested and what the revenue reflected was large enough to indicate a structural problem, not a marginal one.
The temptation is always to chase more traffic. More budget, more channels, more campaigns. But acquiring more visitors into a broken funnel does not solve the problem. It just makes it more expensive.
The Approach
Finding and removing friction across the purchase journey.
Funnel analysis
Mapped where users were dropping off across the purchase journey. Session recording, heatmap analysis, and funnel data to identify where friction was concentrated rather than guessing.
User journey optimisation
Prioritised the highest-impact friction points: product pages, category navigation, and checkout. Systematic testing and improvement rather than wholesale redesign.
Automotive-specific UX
Vehicle compatibility is a significant purchase barrier in this category. Improving how compatibility information was presented and verified removed one of the primary reasons customers were abandoning before purchase.
The Principle
Fix the funnel before you fill it.
Conversion rate problems are rarely about the platform and rarely solved by switching it. They are about friction in the purchase journey, points where customers who intend to buy decide not to. Finding those points requires analysis, not assumptions.
60% conversion increase. Not from more traffic. From making better use of the traffic that was already there.
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