How I work
Evidence first.
Improvements proven to work.
Best practices are a starting point. Research is the foundation.
Around 7 out of 10 shoppers leave without buying, not because the shop looks bad, but because most shops are built on what someone once read, heard at a conference, or saw a competitor do. That's not a criticism. It's just how the industry tends to work. And the reasons shoppers hesitate, lose trust or abandon their cart are well-documented: we know which checkout patterns cause drop-off, what product page information shoppers need before they'll commit, and where navigation fails.
I work differently. Instead of guessing, I match your shop against what research already knows and tell you exactly where the friction is and what to fix first.
Foto Katharina Schmid
My Approach
A structured way of working, based on the shopper's decision journey.
I follow the journey a shopper takes through your shop, stage by stage, from the moment they land to the moment they return after a purchase. At each stage, I check whether your shop answers the question every shopper is quietly asking.
1
Stage
"Am I in the right place, and can I trust it?"
The first seconds decide whether a visitor stays at all. Before they look at a single product, shoppers are reading signals: does this shop look legitimate, is it obvious what you sell, can I trust it with my money? If the answer is unclear, they leave and no amount of downstream optimisation will reach them.
What it covers: First impression & value proposition, Homepage, Brand & legitimacy, Visual & UX quality
2
Stage
“Can I find what I need?”
Once a shopper decides to stay, they need to reach the right products fast. When finding is hard, people rarely ask for help, they leave. This stage is about search, navigation and filtering that get shoppers to relevant options quickly, and quietly surface things they didn't know they wanted.
What it covers: On-site search, Category navigation, Filtering & sorting, Product lists, No-results handling
3
Stage
“Is this the right product for me?”
On the product page, the question becomes whether to buy. The information, imagery, proof and reassurance have to remove doubt: Sizing, materials, delivery, returns, reviews. Every unanswered question is a reason to hesitate, and hesitation is where carts are abandoned before they're even created.
What it covers: Product information, Imagery & media, Reviews & social proof, Shipping & returns clarity, Add-to-cart
4
Stage
“Can I complete this without friction?”
The cart and checkout should feel effortless, safe and almost inevitable. Forced account creation, hidden costs, clumsy forms and missing payment methods are the most expensive friction on the whole journey because here the shopper already wanted to buy.
What it covers: Guest checkout, Shopping Cart, Checkout flow, Form usability, Payment & cost clarity
5
Stage
“Did I make the right decision?”
The moments after purchase decide whether a buyer becomes a returning customer. Clear confirmation, realistic expectations, easy tracking, simple support and a painless returns process turn a one-time order into trust and trust into repeat revenue.
What it covers: Order confirmation, Delivery expectations, Order tracking, Post-purchase support, Returns & reordering
Underneath every stage
The foundations that carry every stage.
Some things aren't a single stage, they shape everyone. A shop can get each stage right in principle and still lose shoppers if the experience is slow or hard to use on a phone. So I check these cross-stage foundations alongside the five stages.
What it covers: Performance · Mobile Experience · Language · Currency
What I don’t do.
I don’t sell hacks. I don’t chase secrets. I don’t recommend testing before the structure is right.
If your shop has a structural problem, testing doesn’t solve it. I fix the foundation first. So when you do test or scale your ad budget, you’re building on something solid rather than optimising around a problem that research already identified.