What data do I need to share for the audit?

At minimum: GA4 read access and your store admin (Shopify, WooCommerce, or equivalent). Optionally: session recording access (Hotjar, Clarity, or similar), heatmaps, and any existing customer research. The more data you can share, the faster and more accurate the diagnosis. If your analytics setup is incomplete, I flag that and work with what I have.

What's the difference between a conversion audit and a UX audit?

They overlap significantly but start from different places. A UX audit starts from the interface and identifies usability problems. A conversion audit starts from your revenue data and works backward to find why specific metrics are low. In practice, a good conversion audit includes both: I use GA4 data to find where the problems are, then use UX analysis to understand what's causing them. The result is prioritized by revenue impact, not just usability severity.

Do you run A/B tests?

The audit doesn't run tests. It tells you what to test. If you want the tests run, that's my Experimentation service.

How do you measure success after an audit?

I establish baseline metrics before the audit: overall conversion rate, add-to-cart rate, checkout completion rate, and revenue per session. I define which metrics each recommended fix should affect. After implementation, you measure the same metrics against the baseline. I recommend measuring over at least 4 weeks to account for traffic variation. For higher-traffic stores, 2 weeks is often sufficient to see statistically meaningful changes.

What if I don't have GA4 set up properly?

It's more common than you'd think. I can audit a store with incomplete analytics, but I'll be explicit about which findings are data-backed and which are based on UX heuristics and session recording analysis alone. Incomplete GA4 setups often miss checkout funnel tracking, which is the most important data for a conversion audit. If your GA4 is poorly configured, I flag this as a priority fix alongside the UX recommendations.

Ecommerce Conversion Audit

Your store is leaking revenue. I'll tell you exactly where.

Most conversion problems are obvious once you know where to look. The hard part is knowing where to look. I start with your GA4 data, not the interface.

20+ years of UX experience. ADIDAS, KLM, Bol.com, ANWB. CXL Certified in CRO for Ecommerce Growth.

Book a free call See pricing

Why I start with GA4, not the design

Most UX consultants open your store, click around for a while, and list everything that looks wrong. The problem with this approach is that it's driven by opinion. What looks wrong to a designer might not be what's costing you conversions. The data usually tells a different story.

I start with your GA4 data because it shows exactly where your customers are leaving and in what numbers. Exit rate by page tells me which pages are bleeding traffic. Add-to-cart rate by product and category tells me where consideration stops. Checkout abandonment by step tells me exactly where the purchase falls apart.

If your checkout abandonment is at 85%, something specific is happening in your checkout that goes beyond industry-average friction. The data points to where. The UX analysis tells me why.

This combination, quantitative funnel data with qualitative UX analysis, produces a prioritized list of fixes that are grounded in what's actually happening in your store, not what a designer thinks looks better.

What I measure and why

Overall conversion rate
Baseline metric. I compare it against published benchmarks for your product category and traffic source mix. A store with 70% paid traffic will convert differently than one with 70% organic. Context matters.
Add-to-cart rate by product and category
Low add-to-cart rates on specific product categories indicate product page problems: insufficient information, confusing variants, poor photography, or price/value mismatch. This metric isolates product page issues from checkout issues.
Cart-to-checkout initiation rate
Customers who add to cart but don't initiate checkout are abandoning at the cart. Common causes: shipping cost reveal, required account creation, loss of momentum. This metric tells me if the cart page itself is the problem.
Checkout abandonment by step
GA4's checkout funnel shows exactly which step loses the most customers. High drop-off at the payment step is different from high drop-off at the address step. Each has different causes and different fixes.
Exit rate by page
Pages with unexpectedly high exit rates are either dead ends (no clear next action) or disappointment triggers (the page didn't match the customer's expectation). I look at the source of traffic to each high-exit page to understand why customers arrive and what they expect to find.
Device segment comparison
Conversion rate by device (mobile vs desktop vs tablet). Mobile typically converts 1.2-1.8% lower than desktop in EU ecommerce. If your gap is larger, mobile UX is a priority. If it's smaller, the opportunity lies elsewhere.
Revenue per session
The ultimate output metric. Combining conversion rate with average order value, this shows the combined effect of UX improvements. A fix that improves conversion from 1.5% to 2.0% on 50,000 monthly sessions with a €65 AOV is €16,250 in additional monthly revenue.

What the audit covers

GA4 funnel analysis
Full funnel review from first session to purchase. I map your GA4 data against the conversion funnel stages, identify the biggest drop-off points, and cross-reference with session recordings.
Session recording analysis
Review of 50-100 session recordings focused on the pages and steps where GA4 shows the highest drop-off. I look for rage clicks, form abandonment patterns, and scroll behavior that explains why the numbers are what they are.
Heuristic UX evaluation
Structured expert review of every page type: homepage, category, product, cart and checkout. Findings cross-referenced with your analytics data.
Competitive benchmarking
Comparison of your store's UX against 3-5 direct competitors. Not design comparison, but functional comparison: what information they show, how they handle checkout, how they present products.
Trust and credibility analysis
Audit of trust signals across the purchase path. Review counts and placement, security indicators, return policy visibility, and the professionalism signals that determine whether a first-time visitor trusts you enough to buy.
Mobile conversion analysis
Dedicated mobile audit with focus on the specific points where mobile conversion diverges from desktop. Includes performance testing and mobile-specific UX issues.

How it works

Discovery call

30-minute call to understand your current metrics, what you've already changed, and what your biggest revenue opportunity is. Free, no obligation.
Data access

GA4 read access, store admin access, and session recording access. I need this before I can deliver an accurate diagnosis.
Audit and analysis

5-7 business days. Analytics first, then session recordings, then full store walkthrough. I document every finding with the data that supports it.
Prioritized report and walkthrough

Written report with findings ranked by revenue impact. Each finding includes the data evidence, the UX explanation, and the implementation recommendation. 60-minute walkthrough call included.

Choose your audit depth

Three ways to find what's killing your conversion. Pick the level that matches your needs.

QuickScan

~20 minute video of a single flow. Ready in 48 hours.

€995

~20-minute recorded review
Notion document with prioritized fixes
Impact estimates per issue
Ready in 48 hours

Start with a QuickScan

Essential

Complete

Optimize your entire purchase flow, from landing page to order confirmation.

€4.995+

Everything in Essential
Full flow redesign (2-5 pages)
Every fix across the full flow, ranked by cost
Developer handoff documentation
Complete design system foundations
30-min implementation Q&A call
Strategic optimization roadmap
Priority support for questions

Fix my whole funnel

Results from this approach

ANWB's conversion audit identified a set of checkout and product page problems that, when fixed, delivered €2.8 million in annual savings. The audit started with their GA4 data, which showed specific steps where customers were abandoning at above-average rates.

For Bol.com, one of the Netherlands' largest ecommerce platforms, UX research and conversion analysis informed redesigns that improved key category metrics. For Philips and KLM, structured UX analysis informed digital product changes that improved core conversion KPIs.

20+ years of UX experience. CXL Certified in CRO for Ecommerce Growth. Dovetail Expert. 29 reviews, 5.0 rating.

Frequently asked questions

Start with your data, not with guesses

Book a free 30-minute call. No pitch, no obligation. Tell me about your store and I'll tell you honestly whether an audit is worth your money. If you want the findings themselves, that is what the QuickScan is for.

Book a free call See pricing

Your store is leaking revenue. I'll tell you exactly where.

Why I start with GA4, not the design

What I measure and why

Overall conversion rate

Add-to-cart rate by product and category

Cart-to-checkout initiation rate

Checkout abandonment by step

Exit rate by page

Device segment comparison

Revenue per session

What the audit covers

GA4 funnel analysis

Session recording analysis

Heuristic UX evaluation

Competitive benchmarking

Trust and credibility analysis

Mobile conversion analysis