Tres Jolie Beauty Lounge CRO Audit
A 49-minute CRO teardown of a UK lace wig and hair bundle store, covering the homepage, collection page and product page, plus a Figma redesign built around a find my wig quiz and better product cards.
Watch the full 49-minute recording.
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What we found.
Tres Jolie Beauty Lounge has the hard part done. The wigs, bundles and closures are strong, the range is wide, and the photography is good enough to carry an editorial homepage. The real customer reviews are among the best things on the site, and the brand already offers Klarna and Clearpay. The shop by collection section and the homepage video both show a clear instinct for guiding visitors.
The problem is that the site assumes every visitor has already decided to buy. A 10% pop-up, a video and a review widget compete on arrival, the capitalised navigation takes about a fifth of the screen, and the first section below the slider says shop our bestsellers. Nothing says what the store sells, who it is for, or why anyone should trust it. The site is a catalogue, not a salesperson.
Further down the funnel the pattern repeats. The collection page has two default Shopify filters and a glueless toggle, so shoppers open every wig to tell similar ones apart. Every product carries a sale tag, and one reads 50% off with no real discount. The product page names lace types and extra bundles without explaining them, and once a visitor scrolls past the buy box, nothing keeps selling.
The redesign turns each page into a step in one system. The hero answers what it is, who it is for and whether to trust it, and its main call to action is a find my wig quiz. The product page explains each option, puts delivery and returns next to the buy box, and keeps selling after it. The idea worth remembering: the products are great, the website has to sell them.
Problem, opportunity, impact
The site behaves like a catalogue. It pushes bestsellers at first-time visitors before telling them who the brand is, gives them no way to find the right wig, and leaves every product on sale so no offer means anything.
A store that acts like a salesperson: a hero that says what it sells and who it is for, a quiz that recommends a wig to first-time buyers, product cards that explain the differences, and a product page that answers concerns beside the buy box.
Fewer first-time visitors leaving confused, more shoppers reaching a product that fits them, less cart abandonment once instalment pricing is visible, and a higher average order with natural add-ons.
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.
16 issues found, 18 fixes proposed.
Three Distractions Compete The Moment A Visitor Lands
A 10% off pop-up, a review widget and a video all appear at once on the homepage. The discount is handed out for nothing, and in session recordings across stores, visitors close that kind of pop-up every time.
All-Caps Navigation Takes A Fifth Of The Screen
The top navigation is written entirely in capitals with too many links, and the header uses roughly 20% of the first screen. The same job could be done in around 80 to 90 pixels.
The Hero Slider Answers None Of The Three Questions
A first-time visitor should learn what the store sells, who it is for and whether to trust it within seconds. The hero is a rotating set of images that says none of this.
Bestsellers Are Pushed Before Any Introduction
The first section under the slider is shop our bestsellers. It is the online version of a salesperson rushing a customer at the door before they have had a chance to look around.
The Strongest Trust Signal Sits Too Far Down
The real customer reviews are one of the best things on the site, but they appear well below the fold with no rating summary near the hero, where a new visitor would need it most.
Shop By Collection Is Buried Below The Products
The shop by collection section gives visitors paths to explore, but it sits low on the homepage where most people never reach because the page has not yet earned their attention.
The Collection Page Has Almost No Filters
Shoppers get two default Shopify filters and one glueless toggle. There is no way to narrow a wide range of wigs by texture, length, density, lace type or price.
Product Cards Give No Reason To Pick One Wig Over Another
Cards show an image, a name and a price. Two similar wigs can only be compared by opening each product page, so the collection page fails at the one job it has, which is helping a shopper decide.
Every Product Is On Sale, So Nothing Is
Each product carries a sale label. Shoppers read that as prices bumped up and marked back down, and the sale tag loses any power to tip a decision.
A 50% Off Badge Sits On A Product With No Discount
At least one product page shows a 50% off highlight while the price shows no reduction, and other products are mislabelled too. The discount calculation is wrong, and a wrong claim costs trust.
The Product Page Assumes Every Buyer Knows Wig Jargon
Lace type, extra bundle, density percentages and closure sizes are listed as options without explanation. A first-time wig buyer has no way to understand what they are choosing.
A First-Time Buyer Cannot Find The Right Wig
Nothing on the site plays the role of the salesperson in a physical shop, so someone buying a wig for the first time has no way to ask which product suits them.
Delivery, Returns And Exchanges Go Unanswered Near The Buy Box
When the order arrives, whether returns are accepted and whether a swap is possible are genuine concerns, and none of them is addressed where the buying decision is actually made.
The Description Is One Long Block Of Text
Below the buy box the product details run as a single long paragraph. Visitors scan rather than read, so the information is there but almost nobody takes it in.
Nothing Keeps Selling After The Buy Box
Once a visitor scrolls past the add to cart area, the page offers only related products at the bottom. No education, no reasons to buy and no natural add-ons such as hair care oil.
Instalment Options Appear Only In The Hero
Klarna and Clearpay are mentioned at the top of the homepage and nowhere else. A shopper facing a high wig price never sees the monthly breakdown at the point where carts are abandoned.
Remove The Arrival Pop-Up And Make The Discount Earned
Take down the 10% off pop-up that fires on landing. Offer the discount later in the journey, at a point where the visitor has shown interest and the offer can tip a decision.
Cut The Header To A Single Compact Row
Drop the all-caps styling and reduce the header to around 80 to 90 pixels, giving the first screen back to the hero and the message the store needs to deliver.
Rebuild The Navigation Around Type, Need, Price And Signal
Group wigs by type, by need such as glueless and ready to go, by occasion such as graduation, and by price, with separate paths for bundles and closures, hair care and deals.
Answer What, Who And Why Trust Us In The Hero
Replace the image slider with a hero that states what the store sells, who it is for and the proof behind it, including the Klarna and Clearpay options the store already offers.
Make Find My Wig The Main Call To Action
Lead the hero with a find my wig button that opens a quiz, so the website asks the questions a salesperson would ask instead of telling visitors to go and shop.
Build A Quiz That Explains Each Term As It Asks
Ask who the wig is for, glue or no glue, density, texture and budget, and describe each option in plain words, such as 200% meaning maximum volume. End on matching products with a reason for each match.
Move Shop By Collection Directly Below The Hero
Put the discovery paths second on the homepage, ahead of any products, with sections for shop by wig type and shop by how you install, and push bestsellers further down.
Put A Rating Summary Near The Top Of The Page
Show the average rating and the number of reviews close to the hero so visitors know within seconds that others have bought here and are satisfied, then use the full reviews lower down.
Add Proper Filters To The Collection Page
Give shoppers filters for category, price, texture, length, density and hair grade, so a wide range becomes something a visitor can narrow to the wigs that fit them.
Turn Product Cards Into Decision Cards
Add a one-line summary of what sets each wig apart, the available lengths and cap sizes, and visual cues such as bestseller, new or customer favourite so shoppers can compare without clicking through.
Show Monthly Instalments On Every Card And Product Page
Display the Klarna or Clearpay breakdown wherever a price appears. A wig at £403 reads very differently as three payments of about £134, and that is where cart abandonment is decided.
Limit Sale Labels To A Few Chosen Products
Remove the sale tag from the whole range and apply it to a handful of products, so shoppers can compare full price against sale price and the label means something again.
Fix The Discount Calculation On Every Product
Audit each product so the badge matches the price. Either remove the 50% off highlight where no discount exists or correct the pricing so the claim is true.
Explain Every Option Beside The Selector
Describe what a 5x5 closure or 13x4 frontal is, what each lace and finish means, and what an extra bundle adds, right where the choice is made, with sensible defaults pre-selected.
Place Delivery, Returns And A Quality Promise Next To The Buy Box
State when the order will arrive, how returns and exchanges work and what the quality promise is, directly under the add to cart button, with one customer testimonial alongside.
Add A Free Shipping Progress Bar And Natural Add-Ons
Show how far a shopper is from the £300 free shipping threshold and suggest hair care products or a frequently bought together bundle to close the gap and lift the order value.
Break The Description Into Scannable Sections And Keep Selling
Split the long paragraph into texture, material, length, how it works, bleached knots, care and styling. Follow with frequently bought together, reviews and people also bought.
Add A Cap Fit Finder
Let a shopper enter their head circumference and see which cap size fits, removing one more uncertainty before they commit to a high-priced wig.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity is not more traffic, it is helping the traffic already arriving feel confident enough to buy.
- A homepage that opens with shop our bestsellers is a salesperson rushing a customer at the door.
- The homepage exists to build trust and open paths to explore, not to sell.
- If every product is on sale, nothing is on sale.
- If a wig cannot be found, it cannot be bought, no matter how good it is.
- A first-time wig buyer needs the site to explain lace, density and closures, not assume they already know.
- The products are great; the website is a catalogue when it should be a salesperson.
Questions this audit answers.
The store does not need more traffic. It needs the visitors it already has to feel confident enough to buy. Right now the site presents a catalogue of good products and leaves the selling to the shopper, which is the reverse of what a first-time visitor needs.
Because it fires the moment someone lands, before they have seen anything worth a discount. Our CRO strategist has watched hundreds of recorded sessions across stores, and visitors close that kind of pop-up every time. The discount is better offered later, once it can tip a real decision.
What is it, who is it for, and can I trust you. A conversion-oriented store answers all three within the first few seconds. The current hero is an image slider that answers none of them, and the redesign replaces it with a hero that does.
Most visitors are seeing the store for the first time. Showing them bestsellers before telling them who the brand is feels like a salesperson rushing them at the door. The redesign puts trust and discovery paths first, then shows bestsellers once the page has earned attention.
It asks who the wig is for, whether they want glue or no glue, what density and texture they prefer and what their budget is, explaining each term as it goes. It then shows only the wigs that match, with a reason for each match, so a first-time buyer gets what a salesperson would give them in a physical shop.
Shoppers assume the prices were raised and then marked back down, so the sale tag loses its meaning. With a few products on sale and the rest at full price, a shopper can compare and the label has power again.
At least one product page shows a 50% off highlight while the price shows no reduction, and other products carry mismatched labels too. The discount calculation is wrong. The fix is either to remove the badge where there is no discount or to correct the pricing so the claim is true.
The current page has two default Shopify filters and a glueless toggle. The redesign adds filters for category, price, texture, length, density and hair grade, because a wide range is useless if a shopper cannot narrow it to the wigs that fit them.
The store already offers Klarna and Clearpay, but only mentions them in the hero. The redesign shows the monthly breakdown on every product card and product page, so a high price is seen as a few smaller payments at the point where the decision is made.
The current page offers only related products at the bottom. The redesign follows the buy box with explained details on texture, material and length, how the wig works, care and styling, a frequently bought together bundle, reviews and more ways to explore.
The recording offers two routes. A full theme redesign at £3,500, paid in three milestones starting with £1,000, or fixing the homepage, collection page and product page on the current theme for £1,200 to start and £1,000 on delivery. Both start with a scheduled call or an email reply.
The recording runs 49 minutes. It covers the homepage, the collection page and the product page of tresjoliebeautylounge.com, then walks through a four-page Figma redesign concept including a find my wig quiz, 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.