In the last few years our conversation rate has dropped off a cliff to now around 0.3/4 we use to be around 1.8. I have tried everything I can please can someone have a look and see if I am missing something major. www.baby-boutique.uk
Any help will be greatly appreciated
Even if you do use the free Dawn theme, you added a lot of content to make the store decent. But if you tried everything, have you tried a paid theme?
I feel like clean black andwhite is not ideal for a baby gear store. Your images need to be of better quality; on homepag,e there are a few that do not look good. For, me there are too many emojis in text.
But one big issue I see is menu; 3 rows are not usable at all. Did you use recently some online store tha have similar menu? No. Because it is too messy, customers can not handle it. Try to reduce the number but also change position, maybe move logo to the left and the menu below full. But for you, a mega menu would be a better solution.
Second issue, for me, is the lack of contact information, only thing you have is an email which is not professional; you should use your domain instead. Plus, no address, phone, any business registration number, or VAT number. Without these, I can not even think of buying from you. What makes you then a " trusted independent baby store? Where is the about us page? And what makes you an expert? Show that to people
Edit: I did find your address on “Book in store events,” my bad, but the address is on the image. It should be clear on the Contact information page, in the footer. But for me, images of a real store I saw on Google, 360 view, and a few videos ther plus one on TikTok, all that give me more trust in your shop then whole website. So please, add the About us page and also a section on the homepage. Add a carousel of videos on the homepage and on the product page, where you can. That will improve customer trust, no doubt.
Check this topic and store, this is something you can aim for User feedback
Good luck
Hi @Sarahmarsh001 Just had a look at your store and it looks really really good to me. Couldn’t really find any major points to pick issues or areas of improvement from so I think a better approach might be to reach out to a few customers who had made purchases before or were consistent but have stopped recently and maybe get some ideas or suggestions from them directly
A drop from 1.8% to 0.3–0.4% usually isn’t random it’s typically one of these:
Traffic quality changed
Are you getting more cold social traffic now vs high-intent Google traffic before?
Check your top traffic sources in Analytics first.
Mobile experience
Most baby shoppers are on mobile.
Test:
Page speed
Add-to-cart visibility
Sticky ATC button
Checkout friction
Trust & pricing pressure
With baby products, parents compare heavily.
Are prices competitive?
Clear delivery times?
Strong reviews on product pages?
Checkout friction
Extra apps slowing checkout
Unexpected shipping costs?
Fewer payment options than before
Market / shipping changes
Since you’re in the UK confirm:
Shipping rates haven’t increased
No region restrictions
No stock availability issues
When conversion drops that sharply, it’s usually:
Lower-quality traffic
Slower mobile site
Higher perceived risk or pricing
Start with traffic source comparison (now vs when you had 1.8%). That usually reveals the real issue
What I did not like:
Collection descriptions look hideous. While they might work for SEO, they make people think that you’re not a serious business.
Also – you do not have consistency in your featured product images – see the screenshot: two “lifestyle” images and the rest are very “aliexpress”-like set images (I personally do not like those too – they should not be featured product images IMO).
Even though all these products has both “set” and “lifestyle” images.
Gift Cards link looks terrible too. In fact, most of your bullet-points look off’ish.
( you may try this code in “theme setting”-> “custom CSS” to make’em look better:
li > p:first-child {
display: inline;
}
.rte ul,.rte ol {
list-style-position: unset;
}
Recently viewed drawer would benefit from better formatting too – small CSS code will make it look much nicer.
Single Paypal icon in site footer does not inspire trust too.
Those may seem small and not important – but people tend to unconsciously notice this and this affects trust – leads to less conversions.
Hello @Sarahmarsh001
I have gone through your store and found out few things which can be improved to get better conversions. Here are my suggestions below:
(1) The navigation bar could be better structured for clarity and user flow.
(2) Remove low quality image and replace them with high-quality images.
(3) Description on product detail page can be displayed in a well-structured format to improve readability.
(4) You can show a date and time picker on the product detail page to let customers select their desired date and time for local delivery, store pickup or shipping. To implement this with minimal effort, you can try apps like Stellar Delivery Date & Pickup.
hey @Sarahmarsh001 you did a great job but you can do make more attractive store i think it is your first time to design or develop a store so feel free if you have any question about it
Hello @Sarahmarsh001,
Thank you for sharing. There are many tools that you can try, that can boost conversions.
Shopping for kids’ furniture can be stressful. Parents are juggling so much already, and trying to pick the right size, color, and style online can feel like a guessing game. Will it fit? Will it match the room? Will it actually look as good as in the photos?
Augmented reality makes this way easier. With just a phone or tablet, parents can see furniture in their own space, compare different pieces side by side, and get a real feel for how it works in their home. It makes online shopping feel meaningful and memorable. It also takes out the guesswork and makes the whole process less stressful.
When customers feel confident in what they’re buying, they’re happier with their choices, returns drop, and converion rate naturally improves. The best part is that AR tools today are easy to use, affordable, and don’t slow down your site at all.
Hoping this helps!
We found out what this was. The discount code was not applying in the cart drawer slider. Fixed it and it was like night and day.
One thing we started noticing when looking at conversion issues is that sometimes the problem isn’t only traffic or design, but customer behavior patterns.
In a few cases we analyzed, a small number of customers were repeatedly placing orders and then requesting refunds or adjustments later. When you look at individual orders everything looks normal, but when you aggregate customer history the pattern becomes clearer.
For example we occasionally saw cases like:
orders: 10
refunds: 5
refund ratio: 0.50
Customers with unusually high refund ratios sometimes create a lot of operational noise — support requests, disputes, cancellations — which can distort store performance and metrics.
Because of that we started tracking refund ratio per customer across orders rather than evaluating each order independently. It actually helped us identify problematic patterns earlier.
Curious if anyone else here looks at refund behavior across customers when analyzing store performance.
A fall such as this is often indicative of some kind of friction in the purchase process or in audience intent. Check mobile vs desktop performance, page load speed, checkout flow, and product messaging. Reevaluate pricing, shipping fees, and trust signals. Experiments with product photos, copy, and abandoned cart email sequences can recover sales. Also, review ad targeting and the quality of traffic.
Hi, @Sarahmarsh001
I took a look through the store, and honestly the site looks established, you carry well-known baby brands, and the overall experience is quite good. With a drop from around 1.8% to 0.3-0.4%, I’d be looking more closely at where customers are dropping off rather than assuming there’s one major issue.
Product Pages
For products like travel systems, car seats, and nursery furniture, customers usually spend quite a bit of time comparing retailers before they buy. I’d make sure delivery information, returns, finance options, and customer reviews are easy to spot around the add-to-cart section, as these are often the details that help shoppers make a decision.
Navigation & Product Discovery
One thing that stood out is the size of the catalog. You have a lot of products and categories, which is great, but I’d take a look at how easily visitors can find what they’re looking for and whether they’re reaching product pages without too much clicking around.
Mobile Experience
I’d also spend some time reviewing the mobile experience using the PageSpeed Report . A large portion of parents are shopping on their phones, so even small issues with page speed, navigation, or checkout can have a noticeable impact on conversions.. Optimizing large images, reducing unnecessary scripts, and simplifying the checkout experience can make a measurable difference.
Traffic Quality
I’d be interested in comparing your current traffic sources with the period when you were converting at 1.8%. In my experience, a drop this significant is often linked to changes in traffic quality or visitor intent rather than a single website issue.
If I were starting , I’d focus on product pages and mobile experience first, then use your analytics to see exactly where customers are dropping out of the funnel.
To simplify mobile performance optimization, you can optionally use tools like Website Speedy that handle script delays and loading improvements automatically.
Disclaimer : I’m affiliated with Website Speedy
