Lady Jane Sequins CRO Audit
A 40 minute CRO audit of Lady Jane Sequins, a sequin festival wear store, covering the homepage, collection page and product page, followed by a full redesign concept built around guided product discovery.
Watch the full 40-minute recording.
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What we found.
Lady Jane Sequins has the hard part done. The products are strong, the photography is genuinely good, and real people model the sequin shorts, bodysuits, bra tops and dresses rather than stock imagery. The store already has a celebrity closet, customer reviews and a sizing guide on the page. Traffic is healthy too, with 80,000 visitors since the start of the year, so people are already finding the brand.
The problem is that the website behaves like a catalogue, not a salesperson. It shows which products are available and leaves the visitor to discover, compare and reassure themselves. The homepage only partly answers what the store is, who it is for and why it can be trusted, and the first thing a new visitor meets is a 10% discount pop-up that most people close without reading.
That same pattern repeats on every page. The collection page is a plain grid with nothing to guide a shopper toward the right piece. The product page does not say whether returns are accepted, how exchanges work or when the order will arrive, and the sizing guide sits far down the page inside a collapsible. For festival wear, an unanswered size or delivery question is enough to send the buyer elsewhere.
The redesign concept turns the site into a digital version of the owner. A five question Find My Outfit quiz returns matching products, navigation offers routes by piece, occasion, colour and price, and product cards carry badges, sizes and arrival dates. The product page adds a find my size tool, a free delivery nudge and complete the look bundles. The idea to remember: the store does not need more traffic, it needs the traffic it has to feel confident enough to buy.
Problem, opportunity, impact
The site works as a catalogue rather than a salesperson. It shows that sequin shorts, bodysuits and dresses exist, but it does not help the visitor choose, answer the sizing question, or say when an order will arrive.
With 80,000 visitors since the start of the year and products shoppers already like, the store could become a guided buying experience that finds the right outfit, settles size and delivery, and sells the whole look rather than one piece.
More of the existing traffic would reach the right product and buy with confidence, the sizing hesitation would shrink, and bundles plus a free delivery threshold would lift the value of each order.
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.
15 issues found, 17 fixes proposed.
A Discount Pop-Up Greets Every New Visitor
The first thing a visitor sees is a pop-up asking for an email in exchange for 10% off. Session recordings across hundreds of stores show this gets closed immediately, so it interrupts without earning anything.
The Homepage Only Partly Answers The Three Questions
A converting homepage tells a visitor what the store is, who it is for and why it can be trusted within the first few seconds. Lady Jane Sequins makes a start on this, but not all three questions are answered above the fold.
The Site Behaves Like A Catalogue, Not A Salesperson
Every page shows which products are available and leaves the visitor to do the discovery, comparison and reassurance alone. Nothing on the site plays the role the owner would play with a customer who walked into a shop.
The Collection Page Is A Plain Grid With No Guidance
The collection page lists products but does nothing to narrow the choice. There are no visual cues, no recommendations and no way to tell a shopper which piece suits them, so decision fatigue sets in before anyone clicks through.
Navigation Does Not Serve Different Kinds Of Shopper
Some visitors want shorts, some want a bodysuit, some care most about price, some want the newest arrivals. The current routes to those collections exist but are not organised around how each type of shopper actually looks.
The Sizing Guide Is Buried Low Inside A Collapsible
In clothing, size is the single biggest reason a shopper who likes the product still leaves. The sizing guide exists, but it sits well down the product page inside a collapsed section where many visitors never find it.
Returns And Exchanges Are Not Addressed In The Buy Box
The product page does not tell the visitor what happens if the piece does not fit or arrives with a problem. Without a clear returns and exchange answer near the button, the cautious part of the mind holds the purchase back.
Nothing Says When The Order Will Arrive
Much of this store sells for a specific festival or event. If the outfit will not arrive in time it is useless to the buyer, and the product page gives no order today, arrives by date to settle that question.
The 10% Discount Is Given Away For Nothing
The discount is currently spent on collecting an email address. Offered with no condition it feels unearned, and it does nothing to lift the order value, when the same 10% could reward buying two pieces together.
No Bundles Or Complete The Look Options
Shorts, bra tops and bodysuits are natural companions, yet the site sells each piece on its own. There is no build your look flow, no matching set prompt and no frequently bought together block to raise the average order.
Product Cards Carry No Decision Making Information
The cards show an image, a name and a price. Colours, available sizes, bestseller or staff pick badges and arrival timing are all missing, so the shopper has to open every product to learn whether it is even an option.
The Premium Price Is Never Explained
A first time visitor is asked to pay around £110 for a piece that looks similar to a £30 marketplace listing. The site does not explain what the extra spend buys, so the comparison is left to the shopper, who assumes the worst.
Selling Stops As Soon As The Visitor Leaves The Buy Box
Below the add to cart button the page has little to say about fabric, fit and cut, who makes the pieces or why to buy. Like most Shopify stores, the persuasion ends at the button instead of continuing down the page.
Strong Social Proof Is Not Put To Work
The celebrity closet is one of the store's best assets and the reviews are real, but neither is placed where a hesitant visitor would see it at the moment of decision on the homepage and product page.
The Cart Makes No Final Offer
When a shopper adds a product they have shown intent, yet the cart does nothing with it. There is no free delivery threshold, no add one more to qualify message and no matching piece suggested before checkout.
Remove The Email Pop-Up From The Landing Experience
Take the 10% sign-up pop-up off the first page view entirely. Let the visitor see the products, the hero and the trust signals before anything asks for their details, and move the discount to a place where it does real work.
Rebuild The Hero To Answer What, Who And Why Trust Us
Write the hero so a stranger understands within three seconds that this is sequin festival and party wear, who it is made for, and why the brand can be trusted. Pair the copy with the real models the store already photographs well.
Add Background Video Of The Pieces Being Worn At An Event
Replace the static hero image with a short video of the outfits in action at a festival or party. If no footage exists, an animated or AI assisted version of the existing photography can stand in until real video is available.
Launch A Five Question Find My Outfit Quiz
Add a Find My Outfit button in the header and a dedicated homepage section. Ask about occasion, piece, colour, size and event date, then return the matching products with an arrives in time note, so the site plays the salesperson's role.
Restructure Navigation Around How People Shop
Offer routes by piece, by occasion, by colourway, by price, and by bestsellers and new arrivals, alongside Our Story, Sizing and Fit, and Returns and Exchanges. Each kind of shopper should find their own way in from the menu.
Repeat The Discovery Paths As Homepage Sections
Turn the navigation into sections on the homepage: shop by piece, shop by occasion, shop by colour, then the quiz. The homepage's job is to build trust and send people to the right collection, not to sell a product directly.
Explain Why The Pieces Cost More Than Marketplace Copies
Add a why we are better section that spells out what a £110 piece gives the buyer that a £30 marketplace listing does not: the fabric, the construction, the fit and who makes it. The owner knows this; a first time visitor does not.
Put The Celebrity Closet And Reviews Where Decisions Happen
Surface the celebrity closet and real customer reviews on the homepage after the value explanation, and again on the product page near the buy box, so the proof is visible at the exact moment a shopper is wavering.
Load Every Product Card With Decision Information
Show badges like bestseller, customer favourite and staff pick, the available colours and sizes, the key selling point and the arrival timing on the card itself, so a shopper can rule a piece in or out without opening it.
Give The Collection Page Filters And Related Routes
Add filters for every useful attribute and link each collection to shop by occasion, build a matching look, Find My Outfit and what sells for hen parties, so the collection page helps narrow the choice instead of only listing it.
Move Sizing Up And Add A Find My Size Tool
Bring the size guide into the buy box and add a find my size helper that recommends a size from the shopper's measurements. Sizing is the biggest reason a clothing shopper leaves, so it should never be hidden in a collapsible.
State Returns, Exchanges And Delivery Next To The Button
Place short, plain reassurances about returns, exchanges, dispatch and an order today, arrives by date directly beside add to cart. These answer the logical objections that stop a visitor who already wants the piece.
Use The 10% Discount To Reward Buying Two Pieces Together
Reframe the discount as buy this piece with this piece and save 10%. The reward now has a reason, which the shopper's mind accepts, and the same money that was spent on an email address starts lifting the order value.
Add Build Your Look And Complete The Set Bundles
Create a Build Your Look flow on the homepage and a complete the family block on each product page that pairs the piece with its matching top, shorts or accessories, so the store sells a whole outfit in one go.
Show A Free Delivery Threshold On The Product Page And In The Cart
Tell the shopper how much more they need to add to qualify for free delivery, both near the buy box and in the cart drawer, and suggest a matching piece that gets them there. It is the last nudge before checkout.
Keep Selling Below The Buy Box
Below add to cart, continue the pitch with sections on fabric, design, fit and cut, who makes the pieces, shipping, cost per wear and why to buy, followed by frequently bought together, reviews, more from the category and FAQs.
Add Cost Per Wear And Gifting Options To The Product Page
Show a simple cost per wear line that reframes the price against the number of events the piece will be worn to, and add a make it a gift option, so both the practical and the emotional reasons to buy are covered.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity for this store is not more traffic, it is helping the 80,000 visitors it already had this year feel confident enough to buy.
- A website has to act like the owner in a physical shop, not like a catalogue that simply shows what is in stock.
- In clothing, an unanswered sizing question loses customers who like the product, have the money and have a reason to buy.
- For festival wear, not stating when an order will arrive is enough to send a ready buyer to a competitor.
- A 10% discount given away in a pop-up earns nothing; the same 10% offered for buying two pieces together lifts the order value.
- Product cards should answer the key decision questions so a shopper never has to open a page to know if a piece is an option.
- Conversion improves when the whole journey is fixed together, not when one page is changed and the rest is left alone.
Questions this audit answers.
Lady Jane Sequins is a sequin festival and party wear store. The range includes sequin shorts, bodysuits, bra tops and dresses, aimed at festivals, hen parties and similar events. The audit found the products themselves are strong and well photographed on real models.
The site behaves like a catalogue rather than a salesperson. It shows which products exist but does not help a visitor choose, does not make sizing easy to find, and does not say when an order will arrive. Visitors who like the products leave because their questions go unanswered.
The owner reported around 80,000 visitors since the start of the year, which our CRO strategist described as very healthy. People are already finding the brand and liking what they see. The gap is between arriving and buying, so the fix is on the site, not in acquisition.
It appears the moment a visitor lands and asks for an email before they have seen anything. Across hundreds of session recordings this type of pop-up is closed straight away. The audit recommends removing it and using the same 10% as a reward for buying two pieces together instead.
In clothing and jewellery, size is the biggest point of hesitation. A shopper can like the piece, have the money and have an event to wear it to, and still leave because they are not sure which size to pick. On this site the sizing guide sits low on the page inside a collapsed section, so many never reach it.
It is the digital version of asking a customer how you can help. The quiz asks five questions about occasion, piece, colour, size and event date, then shows the products that match, with notes on whether they will arrive in time. It replaces open ended browsing with a guided answer.
Several ways work together: a Build Your Look flow that sells a whole outfit, complete the set suggestions on the product page, the 10% discount tied to buying two pieces, a free delivery threshold with an add one more prompt, and a cart drawer that makes a final matching piece offer.
Sizing moves up into the buy box with a find my size helper. Returns, exchanges, dispatch and an arrives by date sit next to the button. Cost per wear, reviews and reassurances appear before the button, and the page keeps selling below it with fabric, fit, who makes it, frequently bought together and FAQs.
A first time visitor sees a piece at around £110 that looks similar to a £30 marketplace listing. The owner knows the difference in fabric, construction and fit, but the site never says it. The redesign adds a why we are better section so the extra spend is justified before the shopper reaches the button.
No. The redesign is a new theme and buying experience. Existing products, collections, customers and content stay as they are, so there is no data entry for the store owner. Only the look and the journey change.
Two options were presented. A full redesign of around 15 or 16 pages at £3,500, paid in three milestones starting at £1,000. Or a lighter fix of the homepage, collection page and product page at £2,200, split into £1,200 to start and £1,000 on completion. The owner was also pointed to the Conversion Revenue Calculator on the Convertica Studio site.
The recording runs 40 minutes. It walks through the Lady Jane Sequins homepage, collection page and product page as a shopper would, then presents a static redesign concept covering the homepage, the Find My Outfit quiz, the collection page, the product page and the cart drawer, before closing with next steps and pricing.
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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.
-
Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.