CBBoutique CRO Audit
A CRO teardown of CBBoutique's homepage, collection pages and product pages, showing why a strong curated boutique reads like a catalogue online and how a stylist led redesign changes that.
Watch the full 29-minute recording.
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What we found.
CBBoutique starts from a real advantage. The collections are strong and the owner models the clothes herself, which builds trust in a market full of AI generated imagery. The main site introduces her as a curator and explains why the pieces are worth buying. The products are not the weak point; the problem sits on the website side, which does not carry that confidence through to checkout.
The site is split in two. The brand story lives on cbboutique.co.uk while the products sit on shop.cbboutique.co.uk, and the momentum built on the homepage drops as soon as a visitor reaches the shop. Collections such as knitwear show a grid of products with only Shopify's default availability and price filters, so the shop acts as a catalogue rather than a guide.
The same gap repeats on the product page. A shopper sees a photo, a name, free shipping and easy returns, but little on how the piece fits, which size to pick, when it arrives, or whether it works as a gift. Each product is sold on its own, even though a top naturally pairs with a bottom, a scarf and jewellery, so every order stays smaller than the outfit the shopper actually wants.
The redesign direction turns the website into the salesperson the owner already is in store. It adds buying paths by category, occasion, colour and new in, a Style Me quiz, buying guides, shop the look bundles, a size recommender and complete the look on every product. The idea worth remembering: a boutique sells styling decisions, and the website has to make those decisions with the shopper.
Problem, opportunity, impact
The website does not help shoppers feel confident enough to buy. Collections are plain product grids with only availability and price filters, so visitors open product after product to work out what suits them.
CBBoutique could work online the way the owner works in the shop: greet the visitor, ask what they need, point them to the right pieces, explain why they fit, and suggest the items that complete the outfit before checkout.
Shoppers find suitable pieces faster, buy with fewer fit and delivery doubts, and add matching items through shop the look and complete the look, which lifts both conversion and average order value.
Scored across five dimensions.
Five dimensions, each scored out of ten.
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01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
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02
Mobile UX audit 70% of your traffic — judged on its own terms.
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03
Trust & credibility check The signals that make first-time buyers convert.
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04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
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05
Prioritized CRO roadmap Ranked by impact vs. effort, ready to ship.
Every issue, paired with its fix.
13 issues found, 18 fixes proposed.
Brand And Shop Split Across Two Domains
The brand story sits on cbboutique.co.uk while products live on shop.cbboutique.co.uk, splitting the visitor journey and the search ranking between a domain and a subdomain.
Homepage Momentum Drops Once Shoppers Reach The Shop
The homepage introduces the owner as a curator and links to collections, but the shop pages that follow lose that personal, guided tone and fall back to a plain product listing.
Collection Pages Behave Like A Product Catalogue
Collections such as knitwear show a grid of products and leave the visitor to scroll the whole range, rather than helping them narrow down to pieces that suit them.
Only Default Availability And Price Filters Are Offered
Collection pages carry only Shopify's standard availability and price filters, with no way to filter by size, style, colour or occasion.
Shoppers Must Open Many Products To Compare
Because the grid gives nothing beyond an image and a name, visitors click into several product pages and hold the comparison in their head instead of the site doing it for them.
No Guided Help To Find The Right Piece
Nothing on the site asks the visitor what they are shopping for, the way the owner would on the shop floor, so the curator's main strength is missing online.
Product Pages Sell Each Item In Isolation
A top is shown on its own with no suggestion of the bottoms, layers or accessories it pairs with, which keeps orders to a single item.
Reassurance Stops At Free Shipping And Returns
Free shipping and easy returns are shown, which is a good start, but there is little else giving shoppers reasons to buy or answering their doubts near the purchase decision.
Fit And Sizing Questions Go Unanswered
The product page does not explain how a piece fits or help a shopper choose a size, which is the biggest worry when buying clothing they cannot try on.
Delivery Timing Is Not Made Clear
Shoppers are not told when their order will arrive, leaving a practical question open at the point where they are deciding whether to buy.
No Gifting Path Or Gift Options
There is no gift route through the store and no gifting option on product pages, despite Christmas and other gifting occasions approaching.
Product Descriptions Give Few Reasons To Buy
Pages rely on a photo and a product name, with little copy on why the piece is worth having, how to wear it, or who it suits.
In Store Styling Experience Is Not Offered Online
The physical boutique and the owner's personal styling are not promoted on the site, so online visitors have no route to book that help.
Merge The Shop Into The Main Domain
Move the shop from the subdomain onto cbboutique.co.uk so the brand story, curated collections and products sit on one site with one search presence.
Answer Who, What And Why In The Hero
Use the hero to say who the boutique is, what it sells and why visitors can trust it, so the first few seconds build authority before any product appears.
Add Multiple Buying Paths On The Homepage
Offer routes into the same products by category, occasion, colour, new in, the owner's picks and shop the look, so each visitor can browse the way they already think.
Build A Style Me Quiz
Add a Style Me button that asks what the visitor is shopping for, which colours they like, how they like clothes to fit, their size and budget, then shows a matched look.
Create Shop The Look Bundles
Show the owner wearing a full outfit and list every piece in it, the top, bottom, scarf and jewellery, so a shopper can buy the whole look in one go.
Add Size, Style And Colour Filters To Collections
Replace the default availability and price filters with filters for size, style, colour and occasion so shoppers narrow a collection to pieces that suit them.
Add Buying Guides To Collection Pages
Place guides at the top of collections for moments such as weekends, lunch and dates, or weddings, so shoppers start from the occasion rather than the inventory.
Label Products With Styling Notes In The Grid
Tag pieces with short notes such as throw on layer, autumn staple or gift worthy, so the grid helps shoppers compare without opening every product.
Add Complete The Look To Every Product Page
Show the pieces that pair with the item being viewed and let shoppers add them from the same page, turning single item orders into outfits.
Add A Size Recommender Beside The Size Selector
Ask shoppers what size they usually wear and suggest the right size for that piece, alongside a full fit and size guide.
Explain How Each Piece Fits
Add a clear how it fits section to every product page so shoppers know the cut and feel before they buy, without needing to try it on.
Expand Reassurance Near Add To Basket
Keep free shipping and easy returns, and add delivery timing, what happens if the size is wrong, care details and reviews close to the buy button.
Add A Styling Corner To Product Pages
Show one piece worn two ways, such as a day look and an evening look with suggested add ons, written in the owner's voice as a stylist.
Give Unsure Shoppers A Way Forward
Add a not your style, find your look prompt on product pages that sends hesitant visitors to the quiz or related pieces instead of off the site.
Launch A Gifts Path Before Christmas
Create a dedicated gifts route through the store and offer gifting options on product pages ahead of Christmas and other holidays.
Promote Book An In Store Styling Session
Add a section inviting visitors to book time in the boutique for honest advice on what suits them, linking the website to the physical shop.
Keep The Owner Modelled Photography Central
Retain real photos of the owner wearing the pieces across the homepage, collections and looks, since it is the store's clearest trust signal over competitors.
Design Every Page For Mobile First
Build and test the homepage, collections, quiz and product pages on mobile, where most visitors now shop, so the guided journey works on a small screen.
The version we'd build.
The teardown in 7 lines.
- CBBoutique does not have a traffic problem first; it has a confidence problem with the visitors it already gets.
- The owner modelling the clothes herself is a trust advantage that AI generated imagery cannot match.
- Splitting the brand and the shop across a domain and a subdomain breaks the journey a visitor has just started.
- A collection page with only availability and price filters is a catalogue, not a shop.
- The website should do online what the owner does in store: ask, point, explain and suggest.
- Every product page should sell the outfit, not just the piece, through complete the look and shop the look.
- For clothing bought online, fit and sizing answers belong on the product page, not in the shopper's head.
Questions this audit answers.
The website does not help visitors feel confident enough to buy. The products and photography are strong, but the shop acts as a catalogue, leaving shoppers to find, compare and judge fit on their own.
The collections are strong and the owner models the clothes herself, which builds trust compared with AI generated imagery. The main site also introduces her as a curator and links into the collections.
The brand story sits on cbboutique.co.uk and the products on shop.cbboutique.co.uk. A subdomain is treated differently for search ranking, and the split interrupts the journey. The audit recommends merging both onto one domain unless there is a firm reason not to.
They show a grid of products with only the default availability and price filters. There is no way to filter by size, style or colour, so shoppers scroll the whole range and open several products to compare.
It is the digital version of the owner asking a customer how she can help. It asks what the visitor is shopping for, preferred colours, how they like clothes to fit, size and budget, then shows a look matched to the answers.
Through shop the look on the homepage and complete the look on product pages. A single outfit photo lists every piece worn, so a shopper can buy four items together instead of one.
Product pages gain a how it fits section, a full fit and size guide, and a recommender that asks what size the shopper usually wears and suggests the right one for that piece.
Free shipping and easy returns are already shown. The audit adds delivery timing, what happens if the size is wrong, care details, reviews and gifting options near the buy button.
They are entry points by occasion, such as weekends, lunch and dates, or weddings. They let shoppers start from what they need the outfit for rather than from the full inventory.
Yes. It adds a section inviting visitors to book time in store for honest advice on what suits them, so the website and the shop support each other.
No. It is a strategic design direction showing where the store could be once the identified problems are fixed. The products and looks shown are placeholders, and the owner would control which looks and pieces appear.
Our CRO strategist reviewed the CBBoutique homepage, a collection page and a product page, then walked through a redesigned homepage, collection page, product page, Style Me quiz and mobile view. The recording runs 29 minutes.
More teardowns from the library.
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5-minute video teardownA personalized walkthrough of your store, recorded by Eva.
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Homepage & PDP reviewWhere attention leaks and buyers hesitate.
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Mobile UX audit70% of your traffic — judged on its own terms.
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Trust & credibility checkThe signals that make first-time buyers convert.
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Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.