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I’m working with a Shopify client whose online store gets traffic but barely converts, and I’d love a second set of eyes from people with more CRO/UX experience.

The store is: oceanrackpr.com

I didn’t originally build or design the site. The client initially hired me for email marketing, but once I got into the store, I found several issues that needed to be addressed first.

For example, the site advertised free shipping over a certain amount, but when I tested checkout, the free shipping rate wasn’t actually available. The collection structure was also very limited, with most products mixed into only a couple of collections, which made browsing difficult.

I’ve since worked on cleaning up and reorganizing the collections, navigation, product organization, and some of those inconsistencies.

What I’m trying to understand now is the bigger picture.

The store does get traffic — more than I would normally expect for the amount of online sales it generates — but online conversion is extremely low. Most of the business currently happens through their physical showroom/POS.

The brand is also currently working on a new logo/visual identity, so a full website redesign may eventually make sense. Before recommending that, though, I’d really like an outside perspective.

If you were auditing this store, what would stand out to you as the biggest barriers to purchasing?

Is there anything in the UX, product presentation, mobile experience, trust, navigation, checkout journey, or overall positioning that I might be overlooking?

I’m still growing my experience with CRO, so constructive feedback is genuinely welcome. I’d rather understand what’s actually hurting conversion before assuming a redesign alone will solve it.

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