Lucinda Coldrey Fine Art CRO Audit
A page by page CRO audit of a UK wildlife fine art store selling prints, cards and original oil paintings, covering the homepage, the collection page and the product page, with a redesigned concept for each.
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What we found.
Lucinda Coldrey Fine Art sells wildlife prints, greeting cards and original oil paintings from a trained artist, and the work itself is the store's strongest asset. The pieces are striking, the range of subjects is wide, from big cats to birds and owls, and the store is not paying for ads, so every improvement to the site is paid back by traffic it already receives.
The core problem is that the homepage shows a visitor almost nothing. Below the navigation bar there is no hero, no featured piece, no line saying what the business does or who it is for, and no sign that anyone has bought here before. Everything sits behind a menu, so a first time visitor gets no answer to the questions a site has to settle in its first few seconds.
That silence carries down the funnel. On the collection page the side menu covers close to half the screen, so a whole piece cannot be seen while scrolling, and the cards give no size, price or framing detail, which forces a visitor to open each product and come back. The oil paintings list with no prices at all, and the product page shows one image and not a single review.
The redesign gives the homepage a hero that answers those questions, a piece finder, a shop by animal section, bestseller cards with prices, reviews and a founder story. The collection page gains filters and self explanatory cards, and the product page adds a size guide, a wall preview and a matching card upsell. The idea worth keeping: if the store does not show it, the visitor does not know it.
Problem, opportunity, impact
The homepage shows nothing but a navigation bar, so the site never says what it sells, who it is for or why to trust it, and that silence repeats on collection cards and product pages with no prices, sizes or reviews.
A store whose art is already good enough to sell itself can become one that guides each visitor from a clear hero to the right collection, then to a product page that justifies the purchase and adds a matching card, frame or second print.
More of the existing visitors reach a piece they want, fewer leave for lack of a price or a review, and each order grows as matching cards, prints and gift wrap are offered at the moment of buying.
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.
12 issues found, 16 fixes proposed.
Homepage Shows Nothing But A Navigation Bar
A visitor landing on the homepage sees a menu and little else. There is no hero, no featured piece and no line saying what the business does, who it is for or why anyone should trust it.
No Guided Paths From The Homepage Into The Store
The homepage gives no routes into prints, originals or commissions and shows no products. A visitor does not learn how many categories exist or where to go next, so the page cannot route anyone to a collection.
Collection Sidebar Covers Nearly Half The Page
On the collection page the category and sorting menu takes up close to half the screen. While scrolling, a visitor cannot see a whole piece at once, which defeats the purpose of browsing artwork.
Collection Page Offers No Way To Compare Pieces
There is too little sorting and filtering to discover the right product. A visitor who wants to compare sizes, subjects or prices has nothing to work with on the collection page itself.
Product Cards Force An Open And Return Loop
Cards show an image and not much more. To learn the size, the framing or how a piece will arrive, a visitor has to open the product, come back, open the next one and come back again.
Prints, Originals And Commissions Are Not Separated
The store serves three kinds of buyer: print buyers, art collectors and people who want a custom commission. The site does not separate these clearly, so visitors are unsure what they are looking at or where to go.
Oil Paintings Are Listed Without Prices Or Sizes
The oil paintings collection shows the pieces as oil on canvas but gives no price, no size and nothing about framing. A buyer cannot make up their mind without the one number that matters most.
Product Page Shows One Image And No Reason To Buy
The product page opened in the audit shows a single image of a tiger, a velvet thread option at £1.45 and a size choice that does not respond to a click. Nothing on the page justifies the purchase or removes hesitation.
No Frame Or Add On Is Offered With Any Piece
A visitor buying a print is never offered a matching frame or a companion card. The store makes no attempt to raise the value of an order at the point where the buyer has already decided.
Not A Single Review Anywhere On The Site
Across the homepage, collection page and product page there is no customer review. A visitor has no evidence that other people have bought from here and been happy with what arrived.
No Way To See A Piece On A Wall
Even when a size is known, a buyer cannot picture how the piece will look on their wall, in their living room or on a side table. That unanswered question is enough to stall an art purchase.
Delivery, Framing And Returns Go Unanswered
The pages do not say how a piece will be packed, whether it arrives framed, when it will be delivered or what happens if it is damaged. Each gap is one more reason to hesitate at checkout.
Build A Homepage Hero That Answers The Basic Questions
Open the homepage with a hero that says what the store sells, who it is for and that others trust it, with a short review strip, a line on prints and paper, and free UK delivery over £35 stated up front.
Reorganise The Navigation By Prints, Originals And Commissions
Split the menu into prints, originals, gift cards, commissions and about. Under prints let visitors browse by subject, animal, size, bestsellers and new releases; under originals, by medium and subject.
Add A Piece Finder That Acts As A Shop Assistant
Give visitors a short quiz that asks which subject they like and how much space they have, then recommends a piece. It does the job a salesperson does on the shop floor when they ask how they can help.
Show Cards, Prints And Originals Side By Side
Add a block that explains the difference between a card, a print and an original, with prints from £28 and cards from £1.25, and a clear path into the commission programme for anyone who wants custom work.
Add A Shop By Animal Section
The store never tells visitors how many animals it covers. Add a subject grid for big cats, birds, owls and the rest so a pet owner or wildlife lover can go straight to the collection that interests them.
Feature Bestsellers With Badges And Clear Prices
After trust is built, show bestseller cards marked award winner, customer favourite or gift ready, each with a clear image, name, price and the few decision points a buyer needs without opening the product.
Introduce The Artist On The Homepage
Add a section on the trained portrait artist behind the wildlife work. It builds authority and makes the commission offer feel real, because a visitor can see who they would be talking to.
Add A Gifting Section With Price Bands
Show gifts under £5 and under £35 alongside an e-gift card so a visitor who does not want a piece for themselves still has a reason to buy. If the store does not show it, the visitor does not know it.
Rebuild The Collection Page Around Filters
Shrink the sidebar, add a short description under the collection name and give visitors filters by subject, type, size and price. When price is the deal breaker, a price filter keeps that visitor on the page.
Make Every Product Card Self Explanatory
Put the price, available sizes and a visual cue such as staff pick or bestseller on each card so a visitor can compare four pieces without opening four pages and coming back each time.
Suggest Pairings On The Collection Page
Below the grid, show pieces that naturally go together, such as a tiger with a cheetah, so someone decorating a room or buying for an animal lover takes two prints instead of one.
Give The Product Page A Clear Price, Size Guide And Delivery Line
Show the name, a short description, a trust line, the price and free UK delivery over £35 at the top. Make sizes selectable with a size guide so a buyer can pick the one that fits their wall.
Offer A Matching Card Or Frame Beside Add To Basket
Add an option to include the matching velvet thread card at £1.45 or a matching frame next to the add to basket button, and show a bar stating how much more is needed to unlock free UK delivery.
Add A Wall Preview To The Product Page
Let a buyer see how the piece looks on a wall at each size, and give them a way to preview it against their own wall. It answers the question that most often stops an art purchase.
Answer Parcel, Care And Returns Questions On The Page
Add scannable blocks for what is in the parcel, care and hanging, how it is made, safe delivery, returns and secure payment, plus a line on why to buy from the artist rather than Amazon, eBay or Etsy.
Add Gift Wrap, Bundles And Also Bought Sections
Offer tissue wrap and a handwritten note for gifts, a frequently bought together bundle in a wildlife theme, a people also bought row and a short FAQ, so every reason not to buy is handled before checkout.
The version we'd build.
The teardown in 7 lines.
- A homepage that shows only a menu answers none of the questions a visitor asks in the first few seconds.
- The biggest opportunity is not more traffic; it is helping the traffic already arriving feel confident enough to buy.
- A collection page exists to help discovery, and a sidebar that hides half of every piece works against that.
- Product cards should carry price, size and framing at a glance so a visitor never has to open and return.
- Oil paintings listed without a price cannot be bought by anyone who needs a number to decide.
- Not a single review on the site means every visitor feels like the first person to take the risk.
- If the store does not show it, the visitor does not know it.
Questions this audit answers.
The store is not running ads, and our CRO strategist advised keeping it that way for now. The site is not yet converting the visitors it already has, so paying to send more people to the same pages would only multiply the same hesitation. Fix the presentation layer first, see conversions from current traffic, then scale.
It shows a navigation bar and almost nothing else. A visitor does not learn what the business does, who it is for or whether anyone trusts it, and sees no artwork unless they hover over the menu. The page gives no routes into prints, originals or commissions, so it cannot guide anyone towards a purchase.
The redesigned concept opens with a hero that states what the store sells and who it is for, a review strip, and free UK delivery over £35. Below that come a piece finder, a comparison of cards, prints and originals, a shop by animal grid, bestsellers with prices, a commission section, customer reviews, a founder story and a gifting section.
It is a short quiz that asks what subject a visitor likes and how much space they have, then recommends a piece. It mirrors what a good salesperson does in a physical gallery when they ask how they can help. Visitors who use a finder feel guided rather than left to search, and that confidence carries into the purchase.
The category and sorting menu covers close to half the screen, so a visitor scrolling the grid cannot see a whole piece at once. For a store selling artwork, that is the one thing the page must do well. The redesign shrinks the sidebar and replaces it with filters by subject, type, size and price.
A clear image, the name, the price, the sizes available and a visual cue such as bestseller or staff pick. At the moment a visitor has to open each product to find the size, framing or delivery detail and then come back. Self explanatory cards let them compare several pieces side by side and pick one before opening the product page.
Because a visitor is spending money with a site they have never used, and the art alone does not prove the piece will arrive safely or look as pictured. There is not one review on the site today. Reviews, ideally with customer photos of the work on their walls, show that others have bought and been happy.
At every step a related item is offered: a matching velvet thread card or frame beside the add to basket button, pairings on the collection page, a frequently bought together bundle in a wildlife theme, a people also bought row, and tissue wrap with a handwritten note for gifts. A free delivery bar in the cart nudges the last few pounds.
The redesigned pages state free UK delivery over £35 in the hero, on the product page and in the cart. After adding to basket, a bar tells the buyer how much more is needed to unlock it, and confirms when they have. It turns a single print purchase into a slightly larger order while the buyer feels they gained something.
Two options were given. The full setup of around 17 to 18 pages, including page variations, legal pages and finder pages, is £3,500, paid in three stages of £1,000, £1,500 and £1,000. Improving the existing homepage, collection page and product page is £2,200, paid as £1,200 to start and £1,000 on delivery. The target is four weeks, five at most.
Yes. Most artist run stores have the same pattern: strong work, a homepage that assumes the visitor already knows the artist, cards without prices and no reviews. The fixes here, a hero that answers the basic questions, guided paths by subject, self explanatory cards and a product page that justifies the purchase, apply to almost any print or original art store.
The recording is 30 minutes long. It covers the homepage, the collection page and the product page of Lucinda Coldrey Fine Art, then walks through a redesigned concept for each of the three pages, and closes 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.
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Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.