Homepage
One long page shown as two columns: who the boutique is for, routes into collections and occasions, customer favorites, the curvy range and the shop story.
CRO teardown
Women's Boutique Apparel & Curvy Sizes
Lorie's Lavender Boutique CRO Audit
A full teardown of Lorie's Lavender Boutique, a women's boutique selling dresses, tops, bottoms and curvy sizes, covering the near empty homepage, the unfiltered collection grid and the silent product page.
15
Issues found
18
Fixes proposed
18
Minutes of tape
3.6
Overall / 10
18 min watch
01The teardown
Watch the full 18-minute recording.
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02Executive summary
What we found.
The products are the strongest thing this store has. The dresses, the tops and the curvy collection are genuinely good pieces, and the product photography is the best asset on the site. Carrying sizes from small through 3XL is a real reason for a shopper to pick this boutique over a large retailer, and that reason is worth saying out loud.
The problem is not the products, it is that the site leaves every visitor to work alone. The homepage is close to empty: an AI generated image, a line about effortless style, and a shop by collection block holding one product. The 770 people who reached the site last month met a page that did not say who the boutique is for, and routed them nowhere.
The same gap repeats lower down. The shop link lands on jewelry instead of everything, collection pages are a grid of image, name and price with no way to narrow by size, color or price, and the product page never says what shipping costs, when the dress arrives, or what happens if it does not fit. A shopper who likes three dresses has to open all three to learn the basics.
The direction is a guided buying journey. A homepage that establishes who the boutique is and routes people onward, a style quiz that matches a shopper to pieces, filters and visible sizes on collection pages, and a product page that answers fit, shipping and returns beside the button. The homepage does not need to sell; it needs to send people to the right product.
03The verdict
Problem, opportunity, impact
Core problem
Nothing on the site helps a shopper find the right piece. The homepage is close to empty, the collection grid offers no size or color filter, and the product page answers none of the questions that decide a purchase.
Main opportunity
A guided buying journey: a homepage that says who the boutique is for and routes shoppers into collections and occasions, a style quiz that matches them to pieces, and collection and product pages built to settle the size question first.
Estimated impact
More of the visitors already arriving reach a piece that fits them, fewer leave at the add to cart step with questions unanswered, and more orders carry a second piece instead of a single one.
04How we audited
Scored across five dimensions.
3.6
Overall
Five dimensions, each scored out of ten.
The five passes
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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.
4 of 5 dimensions scoring four or below
Branding
5/10
UX
3/10
Trust
3/10
Product Page
4/10
Conversion
3/10
05What we'd fix
Every issue, paired with its fix.
15 issues found, 18 fixes proposed.
Problems identified
Homepage Is Close To Empty
The homepage holds an AI generated image, a line about effortless style, and a shop by collection block. That is the whole page, and it gives a first time visitor nothing to act on.
Shop By Collection Holds One Product
The only browsing block on the homepage shows a single product, so the section that should open up dresses, tops, bottoms and the curvy collection opens up almost nothing.
Homepage Never Says Who It Is For
Nothing on the page states that this is a women's boutique carrying sizes from small through 3XL. A visitor has to guess whether the store stocks anything in their size.
The Shop Link Lands On Jewelry
Clicking shop in the navigation goes straight to the jewelry collection rather than every product, so the broadest entry point on the site drops shoppers into the narrowest range.
Collection Pages Offer No Size Filter
The dresses and tops collections are one long grid with no way to narrow by size. A shopper who wears 2XL has no way to see only the pieces available to them.
No Color Or Price Filtering Anywhere
Beyond size, there is no filtering by color, price or occasion, so every shopper works through the same undifferentiated grid regardless of what brought them in.
Collection Cards Show Only Name And Price
Each card carries a photo, a product name and a price. Nothing on the card says which sizes or colors exist, which is the first thing most shoppers want to know.
Comparing Products Means Opening Every One
To compare three dresses a shopper has to open each product page in turn and hold the details in their head. The site pushes that work onto the visitor instead of doing it for them.
Product Page Does Not Try To Sell
The product page presents images, a title and a price. It does none of the reassuring work that turns a person who likes a dress into a person who buys it.
Shipping Cost Is Not Stated On The Page
Nowhere on the product page does it say what shipping will cost. A shopper has to commit to the cart before the site is willing to tell them the real price.
No Delivery Estimate For Occasion Buying
Much of this range gets bought for a date, an event or a weekend away. The product page never says when the piece will arrive, which makes an occasion purchase a gamble.
Returns And Exchanges Are Not Explained
The page does not answer what happens if the fit is wrong. For clothing bought unseen, that is the question standing between a liked product and a placed order.
No Fit Guidance Or Size Guide
There is no size chart, no garment measurements and no guidance on how a piece runs. Sizing is the main risk in buying apparel online and the page leaves it unaddressed.
No Reviews Or Customer Photos On Products
The product page carries nothing from previous buyers, so a shopper weighing up an unfamiliar boutique has only the store's own photography to go on.
Cross Sells Stop At You May Also Like
The product page ends with a generic you may also like row. A shopper buying a top is never shown the bottoms, jewelry or shoes that complete the look.
Recommendations
Rewrite The Homepage Hero To Say Who It Serves
Open with a line naming the boutique, the range it carries and the sizes it stocks, small through 3XL, and place the store rating beside it so trust and fit are answered on the first screen.
Give The Hero Two Clear Routes
Offer two buttons and no more: one that starts a guided style finder and one that opens new arrivals. Undecided shoppers take the first, returning shoppers take the second.
Build A Find My Style Quiz
Ask a short set of questions about fit, occasion and style, then return matched pieces with a match score against the answers. It turns open browsing into a path.
Show All Four Collections On The Homepage
Replace the single product block with dresses, tops, bottoms and the curvy collection, each with its own image and its own way in.
Add Shop By Occasion Rows
Group pieces by date night, formal events and weekend wear. Many shoppers arrive with an occasion in mind rather than a category, and the store should meet them there.
Feature Customer Favorites On The Homepage
Put a best sellers row below the collections so a shopper with no starting point can follow what other people already bought.
Make The Curvy Collection A Headline Feature
Give the curvy range its own section rather than one tile among many. It is the clearest reason a shopper chooses this boutique over a chain store.
Tell The Boutique Story Below The Fold
Add a short section about the shop and the people behind it. A small boutique that knows what fits is a claim a large retailer cannot make.
Point The Shop Link At All Products
Repoint the main shop link to the full catalogue and leave jewelry as one collection among the rest, reached from the collection list like everything else.
Add Size, Color, Price And Occasion Filters
Put filters at the top of every collection page so a shopper can cut the grid down to the pieces that fit them and suit the event they are shopping for.
Show Available Sizes On Collection Cards
Print the sizes in stock on each card. A shopper should be able to rule a piece in or out without opening it and backing out again.
Build Outfit Pairs Into Collection Pages
Show pieces that work together inside the grid so a shopper sees a finished outfit rather than a list of separate items to assemble themselves.
Put Shipping, Delivery And Returns Beside Add To Cart
State the shipping cost, an arrival window and the return terms directly next to the button. Those three answers are what the click actually depends on.
Add A Find Your Size Tool
Give the product page a size finder alongside a chart, so the fit question gets settled on the page instead of ending the visit.
Publish Fabric, Care And Measurement Details
List the fabric, the care instructions and the garment measurements on every product page. Detail removes hesitation before the order and returns after it.
Answer Common Shopper Questions On The Page
Add a short questions section covering fit, fabric, delivery and exchanges, written from the questions buyers already send in by email and message.
Replace You May Also Like With Complete The Look
Show the bottoms, jewelry or shoes that pair with the item being viewed. A shopper buying one piece is the easiest person to sell a second.
Bring Reviews And Customer Photos Onto Product Pages
Show store wide reviews where a single product has few of its own, and add photos of customers wearing the pieces. Both are honest and both carry weight.
06The redesign
The version we'd build.
A concept redesign created by Convertica Studio from this audit. It shows how the store could work, it is not the live store.
Three pages side by side
The product page on the left, the homepage in the centre and the Tops collection on the right, so the whole store reads as one system.
The bag
A full first screen with the pieces she picked, quantity controls, the free shipping bar and the order summary with checkout always in view.
The quiz
Five questions and her matches, step by step: what she is shopping for, her size, how it should sit, where she will wear it and the feel she likes, then pieces ranked against her answers.
Product page
The whole page in two columns: gallery, buy box, details and a complete the look row that sells the second piece.
Buy box
The first screen of a product page, with colours, sizes, the add to cart button, delivery and returns lines and the details she needs before she buys.
Collection
The Tops collection first screen with the banner, the narrow by filter bar and a full first row of cards showing price, stock and a size ready add to bag button.
Mobile
Three phone screens: home, collections and a product page with the fit note and a select a size bar.
07Key takeaways
The teardown in 7 lines.
- The products are not the problem here; the path to them is.
- A homepage that does not say who the store is for cannot route anyone anywhere.
- Sizes from small through 3XL is this boutique's best argument, and it appears nowhere on the homepage.
- A collection grid with no size filter makes the shopper do the store's work for it.
- A product page that does not answer shipping, delivery and returns is asking for a leap of faith.
- The job of the homepage is to build credibility and send people to the right page, not to close the sale.
- A shopper who has already decided to buy one piece is the easiest person to sell a second.
08Questions
Questions this audit answers.
It walks the homepage, a collection page and a product page as a shopper would, then shows an optimized concept of all three. The focus is product discovery and the friction between liking a piece and ordering it. Colors, fonts and styling are not the subject.
No. The dresses, tops and curvy collection are good pieces and the photography is the strongest asset on the site. The issue is that a visitor cannot easily find the right one or get the answers they need before buying.
The homepage is where a stranger decides whether this store is for them. It should say what the boutique is, who it fits and why it can be trusted, then send people to the right collection or product. At the moment it does none of those three.
It is the opposite of assuming shoppers will explore on their own. The store offers routes: by category, by occasion, by best seller, or through a short style quiz that returns matched pieces. Each route narrows the choice for the shopper instead of handing them a grid.
The range runs from small through 3XL, so size is the first thing a shopper needs to check. Without a filter, someone has to open ten products to find one available in their size, and most will give up before they get there. The intent was already there; the site lost it.
It behaves like a misrouted link, and it costs more than it looks. Shop is the broadest thing in the navigation, so it should open the full catalogue. Instead it drops a shopper into the narrowest collection on the site.
Filters help the shopper who already knows what they want. The quiz helps the shopper who does not, which is most first time visitors to a boutique. Both were in the concept because they serve different people arriving on the same page.
Shipping cost, an arrival window, the return and exchange terms, and a link to fit guidance. These are the questions running through a shopper's head at that exact moment. Answering them beside the button is what makes the click feel safe.
Yes. Store wide reviews can sit on a product page where that individual item has few of its own, and that is an honest way to present them. Customer photos of people wearing the pieces work the same way. Neither requires waiting for volume on every product.
By offering the second item. A shopper viewing a top is never shown the bottoms, jewelry or shoes that go with it, only a generic you may also like row. Outfit pairs on the collection page and a complete the look section on the product page make the extra purchase easy to say yes to.
The concept shown in the video is a strategic design, not a color change. Putting it live means building a custom Shopify theme around the quiz, the filters and the reworked product page. The scope, timeline and investment are what the follow up call covers.
The audit runs about 18 minutes. It covers the homepage, a collection page and a product page on the live site, then spends the second half on the optimized homepage, collection and product page concepts and the style quiz. It closes with the next step, which is a short call to discuss scope and timeline.
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What's included
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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.