A UX/CRO audit to surface actionable opportunities for eCommerce conversion improvement
In outdoor gear eCommerce, shoppers often compare before they commit. Product enthusiasts tend to evaluate products through performance details, use-case fit, and proof of credibility, making the buying journey more deliberate than impulse-driven.
For brands in this category, the website not only needs to showcase products, but build confidence quickly, support product evaluation, and guide users toward purchase with minimal friction.
The brand was looking to increase average order value and understand the issues behind declining conversion rates, missed upselling opportunities, and high abandonment, especially across paid traffic.
Initial analysis pointed to friction earlier in the buying journey, with meaningful drop-off occurring around the product-view and add-to-cart stages, suggesting that the site’s biggest opportunities emerged as users moved from discovery into evaluation.
TMO conducted a structured UX/CRO audit to help identify issues blocking key conversions across discovery, evaluation, trust, and purchase intent. The review combined user-journey and behavior analysis, key page assessment, and benchmark-based UX evaluation to turn those signals into a set of actionable opportunities.
