Heatmaps
WhereYour top product, basket and checkout pages, on phone and desktop.
62% of clicks near the top land on a product photo that doesn’t open.
Turn more browsersinto payingcustomers.
Ecommerce conversion rate optimisation for Shopify and Magento shops. We find where shoppers give up, at the product page, basket or checkout, fix it ourselves and show you what changed.
- UnderstandFind where shoppers stop
- ImproveFix the biggest problems first
- MeasureProve what changed with Insights
The problem
Plenty of shoppers. Not enough orders.
Most online shops lose sales in the same three places. Do any of these sound like you?
People add to basket, then leave.
They get as far as the basket, then go. You never find out what stopped them.
Checkout asks too much.
A forced account, a surprise delivery cost and too many boxes. Shoppers give up at the last step.
Your team can’t agree what to fix.
Everyone has a guess. No one has proof. So changes get made at random, and nothing really moves.
Sound familiar? We’ll show you where your site loses buyers, and what to fix first.
Where shops lose orders
Four places orders slip away. We check every one.
Most online shops lose sales in the same four places. We watch how real shoppers move through each one, fix what gets in the way and measure the result.
- 01Product page. Missing sizes, weak photos and no delivery date. We make it easy to choose and add to basket.
- 02Basket. Surprise costs and hard-to-change items. We show delivery costs and dates early and keep the basket simple.
- 03Checkout. Forced accounts, long forms and missing ways to pay. We cut the steps between “I want it” and “paid”.
- 04After the order. No reason to come back. We make sure the confirmation, emails and reorder path bring them back.
The Travelwrap CompanyMagento 2Gifts and personalisation
We built The Travelwrap Company’s Magento 2 shop and now watch how shoppers use it every month. Results from the latest round of changes are due in mid-November 2026. Read the case study. We also built and look after the Mayfair Gallery shop.
Want to know where your shop loses orders? Show us your busiest product page and we’ll tell you what we’d change first.
The plan
Three steps. You stay in the loop the whole way.
It takes about six weeks. You give us around an hour a week. We do the heavy lifting.
Understand
We study how shoppers move through your shop. We look at your data, watch anonymous visits and read what customers ask your team.
You get- A journey review, from first visit to order
- A friction report: where people slow down, get stuck or leave
- Agreed numbers to watch: orders, conversion rate and basket value
Improve
We fix the biggest problems first. Clearer product pages, a simpler basket and a shorter checkout. You approve every change before it goes live.
You get- A ranked list of fixes, biggest wins first, with the effort for each
- Up to 6 agreed changes, built and tested on phone and desktop
- A side-by-side test where your traffic allows it
Measure
We compare before and after. You get a short, plain-English report on what got better and what to try next.
You get- Orders, conversion rate and basket value, before and after
- A 30-day results report and a call to walk through it
- A short list of what to try next
Six weeks. About an hour a week from you. Pick a start date that suits your team.
Inside step 01 · Understand
Five ways of looking. One list of fixes.
No single tool tells the whole story. Heatmaps show where people click. Recordings show how they move. Surveys show why. Analytics show how many. User tests show how it feels. We only act where they agree.
All visits are anonymous. We never record what people type into forms.
Example figures, to show what each method finds.
Keep scrolling — the strip moves sidewaysVisit recordings
HowA few hundred visits, focused on people who left.
1 in 6 phone shoppers tap “Size” again and again. Most of them leave.
Short surveys
WhyOne question, shown as people are about to leave.
“What nearly stopped you ordering today?” · 412 answers.
Analytics
How manyTwelve months of data, split by device and source.
34%Desktop
15%Phone
People on phones finish checkout 19 points less often. They’re 58% of visits.
User tests
How it feelsEight people who match your real customers.
P1✓P2✕P3✕P4✓P5✕P6✕P7✓P8✕
“Why do I have to make an account to buy one scarf?” — P3
Task: buy a gift and say when it will arrive. 3 of 8 managed it.
One list, ranked by evidence.
- R1Let shoppers check out as a guest8.7
- R2Show delivery cost and date on the product page8.0
- R3Fix the size picker on phones7.3
- R4Let product photos open full size6.5
- R5Add Apple Pay and Google Pay6.0
One team
Shopify and Magento development, and conversion work, from one team.
Many CRO reports end with a to-do list for your developer. We build and run Shopify and Magento shops, so on the shops we run, we make the fix ourselves and measure it.
- Shopify: themes, apps and checkout set up to sell. Shopify development.
- Magento 2: big catalogues, trade customers and personalised products. Magento development.
- Every change measured: orders and basket value before and after, in your monthly report.
Price
One fixed price. No surprises.
You know the cost before we start. If your site needs more, we tell you first and you decide. Prefer to go month by month? Insights is £500 a month, or £895 with Improvements.
What’s included
- Review of your product, basket and checkout pages
- Friction report with a ranked list of fixes
- Up to 6 agreed improvements, built and tested
- Tracking set up for orders and basket value
- 30-day results report and call
Pairs well with
Get even more from your website.
More orders go further when the rest of your shop pulls its weight too.
Shopify development
A store that’s quick to shop.
Themes, apps and a checkout people finish.
Explore Shopify
Magento 2 development
Big catalogues, no drama.
Builds, upgrades and support for larger shops.
Explore Magento
Speed optimisation
Pages that load before shoppers give up.
Faster product and checkout pages on phones.
Explore speed
Not sure what you need? Tell us your goals. We’ll suggest the one thing worth doing first.
It’s great being able to send over a few changes and know they’ll be taken care of. Keeping the website up to date has become much easier for us.
Find what’s in the way on your site.
FAQ
Not sure yet? Fair enough.
These are the doubts we hear most, with straight answers. Can’t see yours? Ask us on a call.
Usually a surprise: a delivery cost or date they didn’t expect, a forced account, or a way to pay they don’t use. Some are just comparing. We watch where it happens on your shop and fix the causes we can see, starting with the biggest.
It depends on what you sell, how much it costs and where your visitors come from, so comparing with averages can mislead. What matters is whether your own rate, and your basket value, go up after each change. That’s what we measure.
Yes. Insights works on any shop, whoever built it. We make the changes ourselves on Shopify and Magento shops we build and run. If someone else runs yours, your developer can work from our report.
The free Friction Audit is for shops with 4,000 or more visitors a month, so there’s enough real behaviour to learn from. Below that, side-by-side tests take too long, but many fixes are still clear from recordings and surveys.
No. We keep your brand and look. We only change what gets in the way, like product page layout, basket, delivery information and checkout steps.
The Friction Audit is free for shops with 4,000+ visitors a month. Insights is £500 a month, Improvements is £500 a month, or £895 for both, on a rolling 30 days. A six-week sprint has a fixed quote. See how that compares with other UK CRO prices.
Each change needs a few weeks of orders to measure fairly. Busier shops see results sooner. We report what changed every month, including the changes that didn’t help.
They can. We’ll give them clear briefs and check the work before it goes live. Or, if you move to a shop we build and run, we make the changes ourselves.
Start here
Find where your shoploses orders.
Tell us about your site
A short form. It takes about two minutes.
We book a 30-minute call
We listen, look at your site together and answer your questions.
You get your findings
A ranked list of what to fix first, and a call to walk you through it. No pressure to go ahead.