House of Roya CRO Audit
A CRO teardown of House of Roya's homepage, fabric collection and product page, with a redesign that turns a clean catalogue into a store that guides visitors to the right fabric, cushion or gift.
Watch the full 30-minute recording.
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What we found.
House of Roya sells designer fabrics, cushions, decorative objects, tableware, jewellery and scents, and the product itself is the strongest thing on the site. The fabric quality and the breadth of the range stand out, and the homepage is clean and clutter free with nothing fighting for attention. Reviews already exist, and product pages already suggest uses such as curtains, blinds and soft furnishing.
The site is not trying hard enough to sell. A 10% discount pop-up greets every visitor before they have done anything, and once it closes the homepage reads as a cushion shop. Fabrics, tableware and scents only appear in the top nav, and the three questions a new visitor asks in the first seconds, what is this, who is it for and can I trust it, are left scattered or unanswered.
The same catalogue habit runs through the funnel. Collection pages such as fabrics are a plain grid with no filters for fabric type or use, no best seller tags and no guidance on what to choose. Product pages list the item without reassurance about delivery, returns or how much fabric to order, so a visitor who arrived from an ad with real intent has every reason to hesitate and leave.
The redesign gives each page one job. The homepage welcomes, builds trust and routes visitors by category, room and occasion, with a Find Your Edit quiz acting as the shop assistant. Collections help people choose, and product pages remove every reason not to buy. The idea worth remembering is that the website should behave like a good salesman in the boutique, not a catalogue on a shelf.
Problem, opportunity, impact
The site lists its products instead of selling them. The homepage reads as a cushion shop, collections are bare grids with no filters, and product pages leave delivery, returns and fabric quantity unanswered.
House of Roya could become a store that behaves like a good boutique assistant: routing every visitor by category, room or occasion, helping them choose through edits and a quiz, and answering every doubt before they reach the button.
Visitors who already arrive with intent would find the right fabric or gift faster, see the full range rather than just cushions, and meet clear reassurance at the point of purchase instead of leaving
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.
14 issues found, 18 fixes proposed.
Discount Pop-Up Fires Before Any Engagement
A 10% off your first order pop-up appears the moment a visitor lands, before they have seen a single product, so it interrupts the first impression and hands out a reward nobody has earned.
Homepage Reads As A Cushion Shop Only
The hero and the first products focus on cushions, so a new visitor assumes that is the whole business and never learns the store also sells fabrics, tableware, decorative objects, jewellery and scents.
Most Of The Range Lives Only In The Nav
Routes into fabrics, tableware and scents exist in the top navigation but not on the homepage itself, so visitors who do not open the menu never see most of what the store offers.
The First Three Questions Go Unanswered
Within the first seconds a visitor needs to know what this is, who it is for and whether to trust it. On the current homepage those answers are missing or have to be pieced together.
Trust Signals Are Scattered Across The Page
Reviews and product names are present, but they are spread around rather than grouped where a visitor expects to find reassurance, so their effect on credibility is diluted.
Homepage Jumps Straight Into Selling Products
Products appear before the store has introduced its categories, use cases or credentials, which asks for a purchase before the visitor has been welcomed or shown where to go.
Collection Pages Are A Bare Product Grid
The fabrics collection is a plain grid of products with nothing to guide the choice, so it works like a catalogue page rather than helping a shopper narrow down what suits them.
No Filters By Fabric Type Or Use
There is no way to filter fabrics by type, colour or intended use, so a shopper looking for something specific has to scroll and compare everything themselves.
No Best Seller Or Recommendation Cues
Collection pages give no signal about which pieces are best sellers, seasonal picks or safe first choices, leaving visitors without the gentle push a shop assistant would give.
Product Page Follows The Catalogue Pattern
The product page presents the item and its details but does little to argue for the purchase, build desire or answer the doubts that stop a motivated visitor from buying.
Useful Use Case Copy Is Underused
The product page already notes that a fabric suits curtains, blinds or soft furnishing, which is exactly the right idea, but it is not developed into real buying guidance.
Delivery And Returns Missing Near The Button
Questions about when an order will arrive, how it is packed and what happens if it is not right are not answered beside the purchase decision, which is where hesitation forms.
No Help Working Out How Much Fabric To Buy
Fabric buyers often do not know how much they need, and the product page offers no way to turn their measurements into a quantity, which leaves a key question unresolved.
No Guided Way To Find The Right Product
There is nothing on the site that asks visitors what they are shopping for, whether a room, a table or a gift, so everyone is left to navigate the range on their own.
Remove The Entry Pop-Up And Repurpose The Discount
Drop the 10% pop-up on arrival and use that budget where it is earned: retargeting shoppers who abandoned a basket, rewarding previous customers, or funding free shipping.
Answer What, Who And Why Trust Above The Fold
Rework the hero so a visitor understands in seconds that this is a boutique of designer fabrics and home pieces, who it serves, and why they can trust it, with reviews grouped right there.
Add Category Routes Before Any Products
Place clear entry points for fabrics, cushions, tableware, scents and decorative objects high on the homepage so every visitor sees the full range before being shown individual items.
Build Curated Edits For Rooms, Tables And Gifts
Create edits such as Style A Room, Set The Table and Find A Gift so visitors can start from what they are trying to achieve rather than from a product type.
Launch A Find Your Edit Quiz
Add a short quiz that asks what the visitor is shopping for, which room and its main colour, then shows products that match, acting as the digital version of a shop assistant asking how they can help.
Rebuild The Navigation Around How People Shop
Organise the menu so visitors can browse by use such as curtains and blinds, by pattern such as florals, or by what is new, giving every type of shopper a way in that matches how they think.
Add Shop By Occasion And Shop By Need Sections
Include homepage sections that route visitors by occasion and by need, so someone furnishing a room and someone buying a present each find their own path quickly.
Mix Best Sellers From Every Category
Introduce featured products only after the routes and trust content, and draw best sellers from across fabrics, cushions, tableware and scents rather than from cushions alone.
Introduce Shop The Look Bundles
Style complete looks that combine fabrics, cushions and decorative pieces and let visitors buy the whole look in one go, which helps them visualise the result and lifts basket size.
Tell The Maker And Boutique Story
Add homepage sections on the makers, the made by hand process and the boutique itself so visitors understand the craft and the people behind the products before they are asked to buy.
Add Filters For Fabric Type, Colour And Use
Give collection pages filters for fabric type, colour and intended use so shoppers can narrow the grid to what fits their project instead of scrolling through everything.
Tag Products As Best Sellers And Seasonal Picks
Label collection items with tags such as best seller or best for this season so visitors have a confident starting point and are not left to guess which pieces others choose.
Put Pairing Details On Product Cards
Show short helpful notes on collection cards, such as pairs with a cushion pad or available options, so shoppers can compare at a glance without opening every product.
Add Reviews And FAQs To Collection Pages
Place reviews and a few common questions on collection pages so doubts are answered while the visitor is still choosing, not only after they reach a product.
Show Delivery, Returns And Gift Wrap Beside The Button
Place clear lines on delivery, packing, the returns policy and gift wrapping right next to the add to basket button, answering the questions that otherwise send motivated buyers away.
Add A Fabric Quantity Calculator
Ask for a couple of simple measurements on fabric pages and show how much fabric the project needs, removing one of the biggest sources of hesitation for fabric buyers.
Offer Swatches As A Confident First Step
Promote swatches on fabric product pages so unsure visitors can start small, see and feel the quality at home, and come back to order the full length with confidence.
Use Store-Wide Reviews Where Product Reviews Are Missing
Where a product has no reviews of its own, show store-wide reviews on the product page instead, so every visitor sees that other customers bought and were happy.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity is helping existing visitors feel confident enough to buy, not finding more traffic.
- A discount offered before a visitor has done anything interrupts them and rewards nothing.
- A homepage that shows only cushions hides a range that includes fabrics, tableware, jewellery and scents.
- The homepage's job is to build trust and route visitors, not to sell individual products.
- A collection page should help shoppers find the right product, not simply list everything in a grid.
- A product page should remove every reason not to buy, from delivery and returns to how much fabric is needed.
- The website should behave like a good salesman in the boutique, not a catalogue on a shelf.
Questions this audit answers.
The products are strong, but the website is not trying hard enough to sell them. It behaves like a catalogue, listing items without guiding visitors, answering their doubts or showing the full range. The audit found the gap is in buying confidence, not product quality.
The 10% off pop-up appears before a visitor has engaged with anything, so it distracts from the first impression and gives away a discount for nothing. The audit suggests using that money more deliberately, for example on basket abandoners, returning customers or free shipping.
The hero and the first products focus on cushions, while fabrics, tableware, decorative objects, jewellery and scents are only reachable from the top nav. A first time visitor can easily leave believing cushions are all the store sells.
What is it, who is it for, and can I trust you. The audit found these are scattered or missing on the current homepage, and the redesign answers all three together in the first screen, alongside the existing reviews.
A good assistant in a physical shop asks how they can help, takes the customer to the right section, explains the differences between products and answers questions about delivery and returns. The redesign builds each of those steps into the homepage, collection pages and product pages.
It is a short guided flow that asks visitors what they are shopping for, which room and its main colour, then shows products that fit their answers. It is the digital version of an assistant asking how they can help, and it gets people to the right product faster.
The plain grid gains filters for fabric type, colour and use, tags such as best seller or seasonal pick, and helpful notes on each card. Reviews and FAQs are added so shoppers can compare and decide without doing everything in their heads.
The redesign adds delivery, returns, packing and gift wrap reassurance near the button, promotes swatches, and includes a calculator that turns measurements into a fabric quantity. It also builds out the use case copy, adds social proof, styling pairings and FAQs.
Yes. If a product has no reviews of its own, showing store-wide reviews is a common and honest approach. The goal is to show that people have bought from the store and are happy with what they received.
Fixing a single page will not solve conversion on its own. The homepage routes visitors, the collection page helps them choose and the product page removes their hesitation, so each step supports the next and they work best together.
The audit outlines two routes: building a new custom Shopify theme based on the redesign, or optimising the existing theme as closely to the design as it allows. Products and collections stay as they are in both cases, and scope and timing are discussed on a call.
Our CRO strategist reviewed the House of Roya homepage, the fabrics collection page and a fabric product page, then walked through a full redesign of all three plus the navigation and a product finder quiz. The recording runs for about 30 minutes.
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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.