Case study
Second Step
Shopify e-commerce audit · SEO, CRO, UX & purchase journey
Sneakers & streetwear · Shopify
Key deliverables
2 wks
CRO quick wins
immediately actionable
3 axes
Audit scope
SEO · CRO · UX
1
Prioritized roadmap
impact × effort documented
Engagement at a glance
Context
A Shopify store specialising in sneakers and streetwear, reviewed across mobile and desktop.
Initial problem
An offer to clarify, trust signals to position better and a purchase journey to simplify without committing to a full redesign.
Starting data
Observation of the existing store and its journeys. No commercial baseline or analytics series is published for this case.
Exact role
SEO, CRO and UX audit, documented findings, impact × effort ranking and delivery of an actionable roadmap.
Out of scope
Implementation, paid media and post-release measurement. Commercial gains therefore remain to be verified by the client.
Duration
One-off audit and readout. The exact engagement duration is not published.
Measurement period
Not applicable at this stage: the case documents an audit deliverable, not a post-release uplift.
Sources
Mobile and desktop review, purchase journey, page structure, reassurance signals and prioritisation matrix.
Case study
Context & challenge
Second Step is a sneakers & streetwear Shopify store. The mission: a focused SEO, CRO, and UX audit to make the site clearer, more credible, and more effective on the purchase journey, without a full redesign, with actionable priorities.
Key decisions
Prioritise what can improve the journey without starting over.
The deliverable had to help the team decide quickly: what to fix, in which order and at what level of effort.
- 01
Clarify before adding
The promise, best sellers and navigation entry points were reviewed before considering new blocks or features.
- 02
Place trust at the right moment
Shipping, returns and payment were treated as answers to journey objections, not decorative elements.
- 03
Connect CRO and SEO
Collections, brand pages and internal links were aligned with transactional intent useful to both search and purchase.
Audit scope
Analysed capture- 01
Promise and best sellers
The first screen should explain the offer and provide fast access to priority products.
- 02
Collection journey
Navigation, collections and brand pages should limit dead ends and move users closer to sneaker intent.
- 03
Contextual reassurance
Shipping, returns and payment work harder when they answer a specific hesitation in the journey.
Audit scope
Audit scope
- UX & purchase journey (desktop / mobile): navigation, home, offer clarity, and best-sellers.
- CRO: value proposition, CTA visibility, collections, reassurance (express delivery, returns, payments).
- SEO: collections, brand / model pages, internal linking, and transactional sneaker intent.
Deliverables
Deliverables
- Prioritized roadmap by impact (business + effort).
- Actionable CRO quick wins within two weeks.
Outcome
A prioritized roadmap (impact × effort) and fast CRO quick wins to evolve the store toward a clearer, more reassuring experience aligned with sneaker purchase intent.
Inside the project
An audit built around buying sneakers, not a generic checklist.
A visitor may be looking for a brand, a model or a pair available in their size. The diagnosis connects the search entry point to product selection and the information needed before purchase.
- Find the right entry point
- Connect brand and model intent to relevant collections. A page found in search should lead to a usable next step.
- Understand before clicking
- Review the promise, best sellers and calls to action as one journey. The audit identifies ambiguity instead of simply proposing more page blocks.
- Decide what comes next
- Give each observation an action, an effort level and a priority. Quick wins are implementation-ready recommendations, not proof of deployment.
The scope remains an audit: delivering a roadmap does not establish a conversion uplift.
Dossier reviewed ·
Proof of delivery, not a revenue promise
The verifiable outcome of this engagement is a prioritised roadmap and quick wins ready to execute. No conversion or revenue percentage is displayed until recommendations have been implemented and measured in the client’s tools.
Related engagement
Want to know what to fix before investing?
The Shopify audit turns UX, CRO and SEO observations into decisions ranked by impact, effort and level of evidence.