Apparel store, €18k/mo. Five leaks worth €3,720/mo.
What follows is a real CRO audit, lightly anonymized. The store handles men's apparel, runs Shopify Plus on a Dawn fork, and was stuck at 1.6% CVR for two quarters before this audit landed in May.
tl;dr Five leaks, ranked by € impact.
- 01 Slow LCP on PDP mobile €1,200 / mo
- 02 Reviews buried below the fold on PDP €920 / mo
- 03 No urgency element above buy box €720 / mo
- 04 No exit-intent email capture €580 / mo
- 05 Missing trust signals near ATC €300 / mo
Implementation priority is at the bottom. Easiest wins first.
Slow Largest Contentful Paint on PDP mobile.
What I found
Mobile LCP measured at 4.2s on Chrome iOS via PageSpeed Insights. The hero image on PDP is a 2.4MB JPEG served at full resolution, with the Klaviyo and Loox scripts blocking the main thread for ~1.1s.
Cross-referenced with their GA4: 73% of mobile sessions bounce before scrolling to the first review. The PDP is doing the conversion work, but most mobile users never see it.
The fix
- Preload the hero image with
<link rel="preload" fetchpriority="high"> - Convert hero JPG to WebP at 80% quality (~280KB)
- Defer the Klaviyo and Loox scripts using
type="module"or load on idle - Inline the critical CSS for the above-the-fold area
- Remove the auto-playing video from the second viewport (mobile)
Reviews are buried below the fold on PDP.
What I found
The Loox review widget loads at ~1,840px below the fold on mobile. The store has a strong 4.7★ rating across 312 reviews. None of that is visible above the buy box.
On scroll heatmaps, only 28% of users reach the review block. The other 72% see the price, see the buy button, never see proof.
The fix
- Add a compact review summary directly under the price: ★★★★★ 4.7 (312 reviews)
- Inline the 3 highest-rated quotes between the price and the add-to-cart button
- Keep the full Loox carousel further down for skeptical scrollers
- Link the summary to the carousel with a smooth scroll for users who want depth
No urgency or scarcity above the buy box.
What I found
Add-to-cart sits alone with no signal of demand, stock pressure, or social activity. The product page reads as "static catalog entry" rather than "thing people are buying right now."
Customer base skews 25–38 age, mobile-heavy, impulse-curious. This segment converts noticeably better with a soft urgency cue.
The fix
- Add a small "X people viewing this right now" widget (Fomo, BackInStock, or a custom liquid block)
- OR add a low-stock indicator that only appears below 8 units in inventory
- A/B test which performs better for the €40 to €70 AOV bracket
- Keep the urgency element subtle. No flashing red banners. Static text in a small pill.
No exit-intent email capture popup.
What I found
The only email capture is a Klaviyo footer signup. Current capture rate: 0.3% of total visits. Industry median for this category is 2 to 4% with a properly-built popup.
The store has a strong welcome flow but no top-of-funnel collection mechanism. Most visitors leave without entering it.
The fix
- Add exit-intent popup with a 10% off code, mobile-friendly trigger (scroll-up or 60% scroll depth)
- Show on the first 2 sessions only — annoying repeat visitors kills repeat purchase rate
- Test plain text "save your cart" against the discount offer
- Wire to the existing welcome flow + abandoned cart flow in Klaviyo
Missing trust signals next to add-to-cart.
What I found
Add-to-cart button stands alone. No payment icons, no return policy callout, no shipping ETA. The store offers 30-day free returns and ships in 24h, but neither shows on the PDP near the conversion moment.
The fix
- Add a compact trust strip below ATC: payment icons (Visa, MC, Apple Pay, Klarna), "30-day free returns", "Ships in 24h"
- Use clean line icons from Phosphor Light, not cheesy badges
- Keep the strip to a single line on desktop, wrapping on mobile
Implementation order.
Ranked by impact per effort. Start at the top.
-
01
Leak 02 — reviews above the fold
~2 hours · Quick liquid edit, no app install. Highest impact per minute of work.
€920 -
02
Leak 05 — trust strip near ATC
~30 min · Single liquid snippet. Lowest effort on the list.
€300 -
03
Leak 04 — exit-intent popup
~1 hour · Already in Klaviyo. New form + trigger + tied to existing welcome flow.
€580 -
04
Leak 01 — fix mobile LCP
~4 hours · Real dev work: image compression pipeline, script defer, critical CSS. Biggest payoff but real effort.
€1,200 -
05
Leak 03 — urgency element AB test
~3 hours setup, 2 weeks data · Effort is in the AB test, not the implementation. Save for last.
€720
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