OK T-Shirt CRO Audit
A conversion audit of OK T-Shirt, a UK custom printing and embroidery shop, covering the homepage, the hoodies and sweatshirts collection and a product page, with a redesign concept for each.
Watch the full 34-minute recording.
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What we found.
OK T-Shirt has more going for it than most stores we review. It has a physical shop and over ten years in the custom printing trade, a wide range of garments across clothing, workwear, school and business, and good reviews from real customers. Visitors already find the site without paid ads, the homepage already groups products by category, and bulk orders are mentioned. The ingredients are all there.
The problem is the presentation layer. The hero does not say in the first few seconds what the business does, who it serves or why anyone should trust it, and the reviews sit a long way down the page. Below that, the product grid behaves like a catalogue: an image, a name and a price, with none of the cues a visitor needs to tell whether a garment is for them or how it differs from the one beside it.
The same pattern repeats further in. The hoodies and sweatshirts collection has categories and sorting, but the colour filter is only reached by scrolling to the very end, and the cards still carry no decision-making information. The product page asks the visitor to scroll and read a great deal, shows no reviews where the decision is made, and offers only a related products row where bundles or pairs could lift the order.
The redesign from our CRO strategist turns the site into a guided buying path. A hero that answers what, who and why, a Build My Order flow that works like asking a walk-in customer how you can help, cards that carry badges, colours and bulk pricing, and a product page with a quantity bar that shows the discount growing. The idea to keep is simple: a shop should ask what the visitor needs, not just show what it stocks.
Problem, opportunity, impact
The site stocks a large range of custom printed garments but offers no guided route to the right one. The hero, the product cards and the collection pages behave like a catalogue, so buyers compare by opening page after page.
A guided buying path that asks the visitor what they need, states plainly who the shop is for, moves the reviews and ten years of trading to the top, and uses product cards that let a buyer decide without opening twenty pages first.
More of the visitors already arriving reach a product and add it to the basket, kit packs and quantity discounts lift order value, and the owner can switch on paid traffic knowing the site sells rathe
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.
Hero Section Does Not Say What The Business Does
A visitor can sense a clothing brand doing customised work, but the first screen does not state what OK T-Shirt does, who it is for, or give any reason to trust it before the scroll begins.
Reviews Sit Too Far Down The Homepage
The store has good reviews, but they appear only after a long scroll, in the middle or near the bottom of the page, long after the visitor has already formed a first impression.
Homepage Product Grid Behaves Like A Catalogue
Each card shows an image, a name and a price. There is nothing to tell a visitor whether the garment suits their need or how it compares to the one next to it, so the grid informs without persuading.
Physical Shop And Ten Years Of Trading Are Underplayed
The shop section is the site's biggest trust asset, yet it sits as a small mention low on the page rather than as part of how the store introduces itself to a new visitor.
Long Navigation Offers No Clear Routes
The menu lists many options without grouping them by what the visitor is trying to do, so a business, a school, a club or an individual buyer has no obvious path to follow.
Collection Page Reads As An Inventory List
The hoodies and sweatshirts collection has categories and sorting in place, but the cards give no visual cues, so comparing products means opening them one at a time.
Colour Filter Is Buried At The End Of The Page
To filter by colour, a visitor has to scroll past the whole product list, then past the category and brand filters, before the colour options finally appear.
Product Page Demands Too Much Scrolling And Reading
Logo placement, colour, size and the product details are laid out as long blocks and paragraphs, so a visitor has to work through a lot of text before reaching Add to Cart.
No Reviews Where The Buying Decision Is Made
Reviews appear on the homepage but not on the product page, so at the moment of commitment there is no sign that other people have bought from this shop and been happy.
Only A Related Products Row, No Bundles Or Pairs
The product page offers a 'you may also like' list and nothing more. It does not suggest a trouser to complete the look or a pack of garments with a discount, so order value is left to chance.
Delivery, Returns And Size Guide Are Hard To Scan
Delivery, returns and the size guide are on the product page, which is good, but they are written in a way that needs reading rather than glancing, and that slows the decision.
Pricing Is Not Explained Anywhere On The Site
Nothing tells a visitor how pricing works or what changes as quantity rises, which gives anyone comparing printers a reason to leave and find the answer elsewhere.
Rewrite The Hero To Answer What, Who And Why
State on the first screen that OK T-Shirt prints and embroiders custom garments, name who it serves, and place the reviews, the ten years of trading, the proof turnaround and UK delivery beside it.
Move Reviews And Trust Signals To The Top Of The Homepage
Show the star rating and a review or two directly under the hero, then repeat reviews with customer photos further down to reassure visitors who keep scrolling.
Add A Build My Order Flow As The Main Call To Action
Ask a short set of questions about garment, quantity, print method, date and artwork, then recommend products. It does online what a shop assistant does when a customer walks in.
Group The Navigation By Clothing, Business, School And Printing
Replace the long menu with four routes, each organised by category, need, sector or method, so every type of buyer sees their path within one click of landing.
Redesign Product Cards As Decision Tools
Give each card a badge such as bestseller or on sale, a one-line summary, the print and embroidery options, the number of colours, the single price and the 10+ price, plus customise and quote buttons.
Add A Who Is It For Section To The Homepage
Offer routes for business, club or event, school and individual or gift buyers, so a visitor who is not buying for themselves still finds a reason to stay and a place to go.
Lead With The Physical Shop And The Founder
Make the shop, the years of trading and the walk-in or WhatsApp option a proper section, with a line inviting anyone let down by another printer to get in touch directly.
Explain Pricing, Minimums And How It Works
State that there is no minimum order, show how price changes with quantity and describe the logo to doorstep process in four steps, so nobody leaves to find the answers elsewhere.
Bring The Colour Palette And Filters To The Top Of The Collection
Show clickable colour swatches, garment type, embroidery or print, event and price bands at the head of the collection page, including an under £20 option, instead of at the end.
Add Kit Packs And A Which One For The Job Comparison
Sell a hoodie, t-shirt and sweatshirt as one pack and add a short comparison explaining which garment suits which job, so one buyer takes three products instead of one.
Show Reviews On Every Product Page
Put the rating under the product name and a block of reviews with photos below the fold. Where a product has none, use store-wide reviews so the proof is never missing.
Replace Paragraphs With Scannable Blocks On The Product Page
Summarise shipping, returns, approval and printing in short labelled blocks, and present colours as a palette and sizes as a simple selector rather than a long chart.
Show Quantity Discounts As The Order Builds
Add a progress bar beside the quantity selector that shows the 10% off being applied and how far the buyer is from 20% off, so upselling starts before Add to Basket is clicked.
Offer Complete The Kit Pairings On The Product Page
Suggest a matching t-shirt, sweatshirt or trouser at its normal price with a discount for taking the pair, in place of the generic you may also like row.
Add WhatsApp And A Quote Route For Bulk Buyers
Give buyers ordering 10+ or several styles a get a quote button and a WhatsApp the studio link on every page type, so larger jobs have a direct path to a person.
Add FAQs To Home, Collection And Product Pages
Answer the recurring questions about proofs, turnaround, artwork and delivery at the bottom of each page so the visitor never has to leave the site to find out.
The version we'd build.
The teardown in 7 lines.
- The store's biggest opportunity is converting the visitors it already has, not buying more of them.
- A homepage must say what the business does, who it is for and why to trust it within the first few seconds.
- A product card that shows only an image, a name and a price is a catalogue entry, not a sales tool.
- Reviews belong where the decision is made, which means on the product page as well as the homepage.
- A Build My Order flow is the online version of asking a walk-in customer how you can help.
- Filters that sit at the end of a collection page might as well not exist.
- Kit packs, pairings and visible quantity discounts raise order value without discounting the whole store.
Questions this audit answers.
OK T-Shirt is a UK custom printing and embroidery shop. It sells t-shirts, hoodies, sweatshirts, workwear and school garments that can be printed or embroidered with a logo, and it serves businesses, clubs, schools and individuals from a physical shop that has traded for over ten years.
The store already receives around 300 visitors without running ads. Our CRO strategist concluded that the site is not yet working hard enough to turn those visitors into orders, so fixing that first makes any future ad spend far more productive.
The hero does not say what the business does, who it is for or why to trust it, and the reviews sit far down the page. The product grid shows only images, names and prices, and the physical shop, which is the store's strongest trust asset, is barely mentioned.
A catalogue shows what is in stock. A sales page helps someone choose. OK T-Shirt's cards and collections list garments without badges, summaries, colour counts or bulk prices, so visitors must open many pages to compare, and many leave before they do.
The hoodies and sweatshirts collection already has categories and sorting, which the audit credits. The colour filter, though, only appears after scrolling past every product and the category and brand filters, and the cards carry no decision-making information.
Reviews are absent at the point of decision, the page requires a lot of scrolling and reading, and the only cross-sell is a related products row. Delivery, returns and the size guide are present, but written as text rather than scannable blocks.
It is a short set of questions about garment, quantity, print method, date and artwork that ends with product recommendations. It does online what the shop does in person when a customer walks in and is asked how they can be helped.
Three ways. Product cards and the product page show 10+ pricing, a quantity bar shows 10% off being applied and how far the buyer is from 20% off, and collections and product pages offer kit packs and complete the kit pairings in place of a generic related products row.
The audit recommends using store-wide reviews on that product page. The point is to show that people have bought from this shop and are satisfied, even if nobody has reviewed that exact garment yet.
Yes. The long menu is replaced with four routes: clothing, business, school and kids, and printing services. Each is organised by category, need, sector, method or job, and a how pricing works entry is added so nobody has to leave the site to find out.
The recording quotes £3,500 for a full setup of 18 to 20 pages, paid in three stages: £1,000 to start, £1,500 on design approval and £1,000 after development and testing. A quick fixes option covering only the weakest areas is quoted at £2,200, paid as £1,200 to start and £1,000 on delivery.
The recording runs 34 minutes. It reviews the current homepage, the hoodies and sweatshirts collection page and a product page, then walks through a CRO-optimised redesign concept for each of the three, and closes with the three ways forward and pricing.
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.