████ store: CRO / UX / SEO audit

Current problemThe hero only has three English brand slogans (████ / ████ / ████). It reads like a mood page: you can't tell whether the store sells original art, lighting or general home goods, and there is no target customer or point of difference.

Why it hurts conversionVisitors from ads or search have to guess. They can't judge relevance within 3–5 seconds, which pushes up the bounce rate.

What to changeMake the home page's single H1 one sentence that states the category and the customer (Nordic art and sculptural home objects for design-minded homes). The subtitle should name original and limited-edition art, lighting and design objects, chosen for material and provenance. Primary CTA: "Shop the Collection"; secondary CTA: "Explore Original Art". Right under the hero, add a trust bar: "Tracked delivery / 14-day returns / Secure checkout / Insured fragile shipping".

Current problemAll Products mixes wall art, pendant lights, wine glasses, teacups, earrings, vases and an action camera, while the home page talks about high-end art and Scandinavian living.

Why it hurts conversionThe random-department-store feel undercuts the credibility of expensive art, and visitors can't form a memory of the brand.

What to changePick one core positioning first. We suggest "curated art + sculptural lighting + design objects". Remove the action camera, the earrings and other SKUs that don't fit. Reorganize the navigation as Art / Lighting / Objects / Custom Works, and give each category its own collection page, intro and filters.

Current problemThe FAQ contains the default FAQ of a third-party theme template: "is the template compatible with Shopify", "download the theme ZIP from the theme marketplace", "create a staff account", plus a dummy email address and links to the theme vendor's support.

Why it hurts conversionThis is the strongest "unfinished site" signal there is, and it may even make visitors think there is an account or permissions security risk.

What to changeTake this FAQ down now. Replace it with real questions: delivery times and duties, fragile-item packaging, provenance and certificates, colour differences, lighting voltage and installation, returns and exchanges, receiving damaged items, and the custom-order process. Only bring the page back once the content is checked.

Current problemThe lighting product page says shipping is included over $████; the Refund Policy says it is included for US orders over $████; and the cart says an item still needs $████ more, which implies a third, higher threshold (exact amounts redacted).

Why it hurts conversionShipping cost is a key risk right before paying. Conflicting thresholds make visitors doubt the final price and abandon the purchase.

What to changeUse one threshold everywhere: Shopify shipping settings, the theme's progress bar, product-page selling points and the policy pages. For each country, state the currency, standard and express delivery times, tracking, duties, and exceptions for oversized or fragile items. Before launch, test with at least US, Canadian, UK and Australian addresses.

Current problemThe lighting product page shows an estimated delivery date range in 2022 (long expired, and in a muddled format), plus a Covid-19 shipping delay notice.

Why it hurts conversionIt shows that the dynamic date widget or template was never set up, so visitors can't trust stock or fulfilment.

What to changeRemove the Covid template notice. Show a real range based on the visitor's country and today's date, for example "Ships in 2–4 business days · Estimated delivery Sep 18–25", and treat in-stock, pre-order and made-to-order items differently.

Current problem*...* appears literally in the description, and a tab is still called Custom Tab. There is no voltage or certification, installation method, warranty, weight, packaging, origin or maker, return cost, or provenance for the artwork.

Why it hurts conversionLighting costing hundreds of dollars and art costing over a thousand are considered purchases. Without specifications, visitors can't judge compatibility or risk.

What to changeFix the rich-text rendering and remove the Custom Tab. Use scannable Dimensions / Materials / Electrical / Installation / Shipping / Returns / Care sections. Lighting must state the supported voltage, the bulb base, whether bulbs are included, certification and installation advice. Art should state whether it is unique, signed, certified, framed and shipped insured.

Current problemAll Products has a large blank area at the top, some product images don't load, and a Latin placeholder promotion (████) appears. Related Products on the product page is a large blank area. Best Sellers in the cart shows the default "Vendor / Example product title" T-shirt.

Why it hurts conversionVisitors will read it as a test site or an untrustworthy drop-shipping store, and the recommendation slots waste add-to-cart chances.

What to changeBefore advertising, remove every placeholder section and snippet. Fix image assets and lazy-loading. Recommendations should only pull real, published products of the same style or room, and the whole block should hide when there are no results.

Current problemThe About page shows **text** literally. The Refund Policy crams #, ##, Markdown tables and dividers into one narrow paragraph, mixes in internal notes in Chinese, and lumps refunds, privacy and shipping together.

Why it hurts conversionExpensive products depend most on the credibility of the brand and its terms. Right now these two pages are evidence of risk instead.

What to changeRebuild them with Shopify rich text or HTML, and split them into four pages: Returns & Refunds, Shipping, Privacy and Terms. Each page should show the date it was updated, where it applies, the steps, who pays, the deadlines and a clickable contact email. Remove the internal Chinese notes.

Current problemThe text says you can contact the store by post, but no address follows. There is no email, phone number, company name, support hours or response time. The map points to a US city (████) without explaining how that place relates to the brand, and the map's interface language doesn't match the site.

Why it hurts conversionVisitors can't check who is selling, where orders ship from or whom to contact when something goes wrong. Expensive orders are lost first.

What to changeShow the real company name, the registered or operating region, a support email, business hours, the expected reply time and the returns contact process. If there is no public shop or office, remove the map. If the map stays, label it "studio / showroom / office" and set its locale to English.

Current problemThe cart claims "someone just ordered this, we'll hold it for you for 39 minutes" with a countdown. The product page lets you add to cart without ticking any terms, but the cart forces you to tick a box before checkout, and the Terms link is a JavaScript pop-up.

Why it hurts conversionFake urgency damages trust in a premium brand, and the terms hurdle and opaque link add friction at checkout.

What to changeRemove the countdown unless real stock data backs it. Make the Terms link open the actual terms page. If the law doesn't require the extra checkbox, drop it; if it must stay, explain it clearly and make every express-payment path behave the same way.

Current problemTwo top-level desktop menu items, including Shop, link to #. In the footer, ████, ████, ████ and Delivery Information also link to #.

Why it hurts conversionClicks that do nothing interrupt browsing and show the site is unfinished, especially in the mobile menu.

What to changeMake each top-level menu item link to its own landing page while keeping the drop-down. Remove footer items that aren't ready instead of leaving empty links. Before launch, scan every internal link automatically and check for 200 / redirect / 404.

Current problemOn a 390×844 phone, the first screen is almost entirely breadcrumbs, the main image and thumbnails. Only the start of the title shows; the price and Add to Cart are below the fold, and a fixed five-item bottom bar takes more height.

Why it hurts conversionMobile visitors have to keep scrolling after the images to see the price and act, which slows purchases.

What to changeOn mobile, cut the main image to about 55–60vh and make the thumbnails swipe sideways. Put the title, price and rating straight after the image, and add a sticky Add to Cart bar at the bottom (not stacked on top of the existing bottom bar). Consider removing the fixed bottom bar or keeping only the three most important items.

Current problemThe mobile home page is about 7,509 px tall. After the Journal (blog) heading there is a large empty area, and desktop has the same problem.

Why it hurts conversionAfter the core content, visitors hit a "broken page", which hurts the brand's polish and how far they keep browsing.

What to changeHide the whole Journal section until articles are published. Once there is content, always show three article cards, use aspect-ratio placeholders and a fallback when images fail, and keep the page to 5–7 sections that each have a clear purpose.

Current problemLots of big images and statements, but few category entry points, price ranges, real product selling points or reasons to buy. The three "████" items read like abstract brand copy.

Why it hurts conversionMood images set the atmosphere but don't help visitors decide what to choose or why it's worth the price.

What to changeAfter the first screen, in this order: core category entry points → Best sellers (price + key difference) → Why ████ (provenance, materials, limited runs and making) → in-situ and customer content → delivery and returns → Journal. Give each section one main goal.

Current problemNo ratings or reviews, customer photos, press or designer quotes, artist or workshop profiles, proof of provenance, warranty or insured-shipping information were found.

Why it hurts conversionExpensive, fragile and possibly cross-border goods need stronger reassurance than ordinary home decor.

What to changeStart collecting verifiable order reviews and customer photos. Create Artist/Maker pages. On product pages, show certificates, signatures, materials, batch, warranty, packaging and the damage-claim steps. Don't invent numbers or logos when there is no real data.

Current problemThe page is mostly abstract ideas and two repeated flat illustrations. There is no founder, team, location, selection criteria, supply chain, artist relationships or brand timeline.

Why it hurts conversionVisitors can't connect "high-end curation" to real people and a real method.

What to changeRewrite it in six parts: Founder story, What we curate, How pieces are selected, Meet the makers, Materials & sourcing, and Service promise. Use real photos of the team, studio and work details, and end with a CTA to the main collection or a custom-order enquiry.

Current problemThe default sort appears to be Alphabetically, and the only filters are availability and price: nothing for category, room, style, material, colour or size. The products are mixed together.

Why it hurts conversionVisitors have to look at every item and can't narrow things down quickly.

What to changeDefault to Featured or Best selling. Add Category, Room, Material, Color, Size and Availability, plus Mount/Voltage for lighting and Orientation/Original vs Print for art. Cards should show category, price, colour or size, and a save button.

Current problem"Email me with news and offers" is pre-ticked at checkout.

Why it hurts conversionCareful shoppers feel pushed into subscribing, and in some markets it creates a compliance risk around valid consent.

What to changeLeave it unticked as a clear, voluntary opt-in, and say how often you email, what the offer is worth and how to unsubscribe. Have a lawyer confirm this for the regions you actually sell to.

Current problemThe home page title is just the store name (████), with no meta description. The home page H1 is a logo image link with no text, and the visible heading is an H2; About has no H1. Of 15 images on the home page, 8 were seen without alt text, and some images never finished loading. A site-restricted search returned no results this time; that alone doesn't prove the site isn't indexed, but Search Console should be checked.

Why it hurts conversionSearch engines struggle to understand what the site is about, category searches beyond the brand name have no clear landing page, and accessibility and image search suffer too.

What to changeWrite the home page title as "core category keywords (Nordic art, sculptural lighting, home objects) | store name". Add a description of about 150 characters and keep a single text H1. Give collection pages a unique 150–300-word intro and meta tags, and add Breadcrumb, Product and Organization schema. Submit the sitemap in Search Console and check Coverage/Indexing.

Current problemThe home page, collections and Related Products show blank or half-loaded images. Pages carry many large images: the home page is about 8,369 px tall on desktop and about 7,509 px on mobile.

Why it hurts conversionImage-led stores are very sensitive to LCP and visual stability, and blank spaces look like missing products.

What to changeServe the hero as AVIF/WebP with srcset/sizes per viewport. Preload the first-screen image and don't lazy-load it; lazy-load below the fold. Set width/height or aspect-ratio. Remove duplicate assets in hidden carousels and empty sections. After deploying, measure LCP, CLS and INP on a real mobile network.

Current problemHome and product photos have a mature editorial look, but About uses generic flat people illustrations.

Why it hurts conversionIt weakens the premium, curated, real-provenance feel.

What to changeUse real spaces, material details, workshops and people throughout, and set rules for colour temperature, composition, white space and cropping.

Current problemThe slogan-style first-screen button (████), and some VIEW DETAILS and SHOP NOW buttons, don't say what happens next.

Why it hurts conversionVisitors have to work out what they mean, especially on the first screen and in promotions.

What to changeName the purpose: Shop Original Art, Explore Sculptural Lighting, View [product name] Details, Start a Custom Artwork Request.

Current problemThe footer only says you'll get updates, inspiration and offers, with no frequency, first-order value or privacy note.

Why it hurts conversionThere's no strong reason to hand over an email address.

What to changeMake a real promise, for example a monthly edit of new artists, room guides and early access. If there is a discount, state the conditions clearly and link to the Privacy Policy.

Current problemThe Journal section isn't yet a usable content asset.

Why it hurts conversionThere are no pages to capture high-intent long-tail searches or educate buyers.

What to changePublish How to choose wall art size, Sculptural lighting for living rooms, Original art vs art print, How to install a chandelier and Nordic interior objects by material first, each linking to the matching collections and products.