A French interior design store hired me because revenue was flat and ad costs keptA French interior design store hired me because revenue was flat and ad costs kept
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Razvan (Alex)'s avatar
Razvan (Alex) Grigoriciuc
• 5h
A French interior design store hired me because revenue was flat and ad costs kept rising. The owner thought the problem was marketing.
I started with analytics. Mobile conversion was 0.6%. Desktop was 2.4%.
We spent two weeks reviewing heatmaps and session recordings on real phones. A clear pattern emerged: people were finding products, adding them to cart, starting checkout, then abandoning at the shipping step. Shipping costs weren't shown until then. €9.95 on a €180 order isn't unreasonable, but seeing it for the first time during checkout creates friction.
The heatmaps also showed something the analytics couldn't. On the product pages, users were tapping in areas that weren't clickable, expecting more details. On the cart, they were scrolling repeatedly past the same section, clearly looking for something that wasn't there.
We found two more issues:
The postal code field provided no format guidance or validation until submission, leading to avoidable errors.
When validation failed, the page scrolled to the top instead of the field that needed attention, making error recovery frustrating on mobile.
We didn't redesign the store. We:
Displayed shipping costs on product and cart pages.
Added real-time postal code validation.
Fixed scroll-to-error behavior.
Added Apple Pay and Google Pay to the cart.
Made the product page sections users were tapping on actually interactive.
Over the next 60 days, mobile conversion increased from 0.6% to 0.83%.
Same products. Same ads. Same audience.
The owner thought he had a marketing problem. He had a mobile checkout problem.
Many ecommerce stores are the same. Before spending more on traffic, make sure buying from your store on a phone isn't harder than it needs to be.
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