Why this matters
Conversion work starts by understanding where customers struggle and why. Analytics can show where behaviour changes; UX review and research help explain what needs to be improved.
A practical improvement cycle
- Check data quality before interpreting funnels or drop-off rates.
- Review the journeys and devices where the problem appears.
- Prioritise changes by customer impact, confidence and implementation effort.
- Measure the outcome and record what was learned before moving on.
How to review it
Test the journey with realistic products and tasks rather than reviewing an ideal screen in isolation. Include mobile and desktop, unavailable options, validation errors and the less common cases that often reveal where a template breaks down.
Use analytics to identify where behaviour changes, then review the interface to understand what may be creating uncertainty or unnecessary effort.
A practical next step
Keep the review grounded in your store
Do not optimise a single metric in isolation. A change that increases clicks but creates more returns or support contacts may not improve the business.
Use this guide as a starting point, then test the recommendations with real products, customers and analytics data. Platform defaults and general benchmarks cannot replace evidence from your own buying journey.