Your store converts below its potential, but the gap isn't the product. The foundations are healthy (polished identity, short checkout, authentic reviews); what costs sales is how the offer is staged: a value proposition that stays generic on the home page and a mobile purchase journey that hides its key actions. Three frictions account for most of the lost revenue.
Priority levers
01Make the mobile buy button immediately visible and high-contrast: the most quantified finding in this audit.
02Rewrite the hero promise as a result-benefit, A/B tested in two variants (result vs ritual).
03Surface ingredients and return policy right under the purchase area on the product page.
Estimated gain
At least €13,392 a month
Estimated range: €13,392 to €13,392 a month
Monthly estimate computed from your own traffic, conversion and average-order-value figures. Full method below.
Top 3 to fix this week
Ranked by the severity observed, the analysis's own confidence and the share of real traffic on the device concerned. Nothing added: these are 3 of the findings detailed below.
These 3 fixes are worth at least €13,196 a month between them.
01Critical
On mobile, the primary call to action falls below the fold.
Both ends reach our 25% prudence ceiling. We cannot honestly price a gain beyond it: treat this as a minimum and measure the real effect after the first fixes.
How this is computed
Method: monthly visitors × conversion rate × average order value, as you supplied them. The expected gain of each recommendation is compounded rather than summed, with diminishing weights (100%, 70%, 50%, then less), because several fixes to the same funnel partly overlap. The total is capped at +25% relative conversion. These are orders of magnitude to be validated by testing, not a guarantee.
Your score in context
Your score57
OrderLeak average68
Top 10%82
Example benchmarks, specific to this sample report. In a real report they are computed from the observed distribution of the audits OrderLeak has already run, across all sectors, and stated with their sample size — never from a published sector average. While that corpus is too small to mean anything, the section is not shown at all.
Mobile / desktop gap
On most stores mobile carries the bulk of the traffic and converts worse, which makes the gap below one of the more profitable places to look.
Desktop63
Mobile47
Widest gap: Mobile UX — 31 points lower on Mobile.
The 5 frictions costing you the most
[High impact · low-to-medium effort] On mobile, the primary buy button falls below the fold and the product page's "Add to cart" button fails contrast thresholds. Most of your traffic is mobile: these two points alone can weigh 10–20% of add-to-carts.
[High impact · low effort] The hero value proposition stays generic and fails to differentiate the brand: it's the first filter 100% of your visitors pass. A clear promise can lift click-through to collections by 8–15%.
[High impact · medium effort] Product transparency (ingredients, returns) is insufficient near the purchase area, for a product applied to skin. That unresolved doubt costs 6–12% of product-page conversion.
On mobile, the primary call to action falls below the fold. It takes two screen heights of scrolling before it appears. The hero image fills the entire first view.
On mobile, the quantity selector and buy button are separated by the entire image gallery. The user loses purchase context while scrolling.
What's already working
Consistent visual identity and a well-crafted brand world across the journey: a healthy foundation the fixes below build on, no redesign required.
High-quality product photography that elevates the range: still underused while product benefits stay buried in a dense paragraph (see the "Value proposition" finding).
Short checkout with express payment options already in place: wasted if the mobile buyer never finds the buy button first (see the "Persistent purchase bar" finding).
Authentic customer reviews already in place: an underused conversion asset (see the "Trust" finding: they sit too low on the page).
Impact / effort matrix
Positions are relative to the 8 findings shown. Both axes are framed on the actual range of the findings shown: higher or further left beats lower or further right, but the absolute position means nothing.
highEstimated impactlow
Quick wins
Effort · low → high
Full recommendation
Compress the mobile hero height and ensure a CTA is visible without scrolling. Consider a persistent bottom-anchored action button.
Replace it with a concrete, measurable promise, e.g. "Visibly calmer skin in 14 days — fragrance- and alcohol-free." A/B test a result-led versus ritual-led variant.
Establish hierarchy: one solid button for the primary commercial action, the rest as secondary text links. Reduce the number of choices above the fold.
Read directly from the HTML served at the time of the audit, and verifiable. A “not detected” means “absent from the served HTML”: anything rendered by JavaScript does not appear there, and is not thereby absent from the page.
Server response time
780 ms
HTML weight
402 kB
h1 headings
1
Images
64 (27 without alt text)
Links
132
Forms
2 (3 fields in the longest)
Search in markup
yes
Viewport meta tag
yes
Scripts
34 (11 third-party hosts)
Trust cues detected
Free shipping, Customer reviews
Payment methods shown
visa, mastercard, paypal
Cookie banner
yes
Live chat
not detected in the served HTML
Structured data
Organization, WebSite
In-depth analysis: 5 friction points located
01Calls to actionCritical
On mobile, the primary call to action falls below the fold.
Impact · HighEffort · MediumConfidence · high
It takes two screen heights of scrolling before it appears. The hero image fills the entire first view.
Verifiable evidenceThe above-the-fold band contains only the hero image and the logo: no action button appears in it.
Why it matters:Most of your traffic is mobile: if the purchase action is invisible there, the rest of the work is wasted.
Recommendation
Compress the mobile hero height and ensure a CTA is visible without scrolling. Consider a persistent bottom-anchored action button.
Location
Mobile hero, first screen
Estimated impact
Making the primary action immediately visible on mobile raises add-to-cart by 10–20%.
Estimated gain
€5,357 – €10,714
02Value propositionHigh
The main headline "Welcome to Lumen" states no customer benefit.
A first-time visitor cannot tell what the brand delivers or how it differs.
Verifiable evidenceThe hero shows "Welcome to Lumen" as its level-one heading, followed by the sub-head "Beauty, simply". Neither names a product, a problem or an outcome.
Why it matters:It is the first filter 100% of your visitors pass, or don't: in three seconds they decide to stay or leave.
Recommendation
Replace it with a concrete, measurable promise, e.g. "Visibly calmer skin in 14 days — fragrance- and alcohol-free." A/B test a result-led versus ritual-led variant.
Location
Hero, main headline at top of page
Estimated impact
A clear above-the-fold promise lifts click-through to collections by 8–15%: on a €50k/month store, ~€1,000–2,200/month.
Estimated gain
€4,285 – €8,035
Recommended A/B test
Hypothesis: Replacing the welcome headline with a dated outcome promise will raise click-through to collections, because visitors will know within three seconds what they get.
Primary metric: click-through to collections
Not runnable at your current traffic: it would need 9,701,602 visitors per variant, about 9,389 days. Ship the fix instead of testing it, or wait for a larger expected effect.
03FrictionHigh
The mobile navigation hides search behind two interactions.
High-intent visitors cannot quickly find a specific product.
Verifiable evidenceThe mobile header exposes only a logo and a menu icon; the search field present in the markup appears only once the menu is opened.
Why it matters:A visitor searching for a specific product has strong purchase intent: slowing them down loses your best prospects.
Recommendation
Expose a persistent search icon in the mobile header, reachable in a single tap.
Location
Mobile header, navigation
Estimated impact
Searching users convert 1.5–2× higher: one-tap access captures that intent.
Estimated gain
€2,143 – €4,285
04Visual hierarchyMedium
Three calls to action of equal visual weight ("Shop", "Our story", "Journal") compete for attention in the hero.
Impact · MediumEffort · LowConfidence · medium
No primary action stands out.
Verifiable evidenceThe three labels "Shop", "Our story" and "Journal" share an identical button style, size and contrast.
Why it matters:Too many equal choices paralyze: every hesitation above the fold is a visitor who drops off.
Recommendation
Establish hierarchy: one solid button for the primary commercial action, the rest as secondary text links. Reduce the number of choices above the fold.
Location
Hero, button group
Estimated impact
Lowering decision load in the hero raises progression into the shop by 5–10%.
Estimated gain
€2,678 – €5,357
05Trust and social proofLow
Customer reviews exist but sit at the very bottom of the page, below the editorial footer.
Impact · LowEffort · LowConfidence · medium
Social proof appears too late in the scroll.
Verifiable evidenceThe reviews block appears in the last band of the capture, below the editorial footer — roughly six screens beneath the hero.
Why it matters:Reassurance currently arrives after the doubt: moved up, it answers the objection the moment it forms.
Recommendation
Surface a strip of 3–4 verified reviews with an aggregate rating directly under the hero, including the total review count.
Location
Reviews section, bottom of page
Estimated impact
Early social proof reinforces trust and adds 2–4% conversion.
Read directly from the HTML served at the time of the audit, and verifiable. A “not detected” means “absent from the served HTML”: anything rendered by JavaScript does not appear there, and is not thereby absent from the page.
Server response time
940 ms
HTML weight
475 kB
h1 headings
1
Images
41 (12 without alt text)
Links
118
Forms
2 (4 fields in the longest)
Search in markup
yes
Viewport meta tag
yes
Scripts
36 (12 third-party hosts)
Trust cues detected
Free shipping, Customer reviews, Secure payment
Payment methods shown
visa, mastercard, paypal, applepay
Cookie banner
yes
Live chat
not detected in the served HTML
Structured data
AggregateRating, Offer, Product
Published rating
4.6/5 — 312 reviews
In-depth analysis: 4 friction points located
01FrictionCritical
On mobile, the quantity selector and buy button are separated by the entire image gallery.
Impact · HighEffort · MediumConfidence · high
The user loses purchase context while scrolling.
Verifiable evidenceBetween the quantity selector and the buy button, the mobile capture interleaves the full gallery: roughly two and a half screens of scrolling.
Why it matters:Losing purchase context while scrolling the gallery breaks momentum right before conversion.
Recommendation
Add a persistent purchase bar (price + button) anchored to the bottom of the screen on the mobile product page.
Location
Mobile product page, purchase area
Estimated impact
A persistent mobile purchase bar raises add-to-cart by 12–18%.
Estimated gain
€6,428 – €9,642
02Trust and social proofHigh
The product page shows neither a full ingredient list nor a return policy near the price.
Impact · HighEffort · MediumConfidence · high
For a product applied to skin, missing transparency suppresses purchase intent.
Verifiable evidenceBelow the price sit only the size selector and the buy button. The word "return" appears nowhere in the purchase area, and the ingredients tab lists four items for a formula that contains more.
Why it matters:For a product applied to skin, missing information near the price creates doubt at the exact moment of deciding.
Recommendation
Add a complete "Ingredients" tab and a free-return note beneath the buy button. Link to dermatological testing if available.
Location
Product page, purchase area
Estimated impact
Transparency on ingredients and returns reduces hesitation and lifts product conversion by 6–12%.
Estimated gain
€3,214 – €6,428
03Calls to actionHigh
The "Add to cart" button uses low contrast (light grey text on beige) that fails accessibility thresholds and is easy to miss.
Verifiable evidenceThe "Add to cart" label renders as light grey on beige, a measured contrast of roughly 2.1:1 — below the 4.5:1 AA threshold.
Why it matters:A button people don't see isn't clicked: the most measurable friction and the cheapest to fix.
Recommendation
Raise the primary button contrast above a 4.5:1 ratio and enlarge the tap target to at least 44px tall.
Location
Mobile product page, buy button
Estimated impact
A legible, accessible buy button adds 4–8% conversion: the fastest fix in this audit.
Estimated gain
€2,143 – €4,285
04Value propositionMedium
Product benefits are written as a dense paragraph.
Impact · MediumEffort · LowConfidence · medium
Key claims (fragrance-free, dermatologically tested, 14-day results) are not scannable.
Verifiable evidenceThe description runs to a nine-line paragraph; "fragrance-free", "dermatologically tested" and "14-day results" are all buried mid-sentence.
Why it matters:A visitor scans, they don't read: claims buried in a paragraph are claims lost.
Recommendation
Convert benefits into a short bulleted list with restrained icons, placed above the long description.
Location
Product page, description
Estimated impact
Scannable benefits improve comprehension and add 3–6% conversion.
Estimated gain
€1,607 – €3,214
Recommended A/B test
Hypothesis: Lifting the three key benefits into a bulleted list above the description will raise product conversion, because visitors scan rather than read.
Primary metric: product conversion rate
Not runnable at your current traffic: it would need 9,701,602 visitors per variant, about 9,389 days. Ship the fix instead of testing it, or wait for a larger expected effect.
Methodology
Every page is assessed against a fixed grid, desktop and mobile separately: not a general impression, a structured analysis.
6 conversion axes scored: value proposition, calls to action, trust, friction, visual hierarchy, mobile.
Desktop and mobile analyzed separately, because friction points differ by device.
Every finding is located on the page, rated by severity, and paired with a concrete fix.
Run on October 21, 2026
That was Lumen. Yours is one URL away.
The same report, on your pages, desktop and mobile: every obstacle located, priced against your own figures, and prioritized.
