CRO Audit · Jackson Miles · Website Performance & User Behaviour Analysis
A full-funnel audit of jacksonmiles.com.au analysing where visitors engage, where they hesitate, and where opportunities exist to improve conversions. Based on GA4 data from the last two months.
ADD-TO-CART RATE
Only a small share of product viewers add an item to their cart.
CART ABANDONMENT
Benchmark: 30–35%. Nearly half of shoppers abandon before checkout.
VIEW-TO-PURCHASE DROP-OFF
Most product viewers leave without completing a purchase.
Executive Summary
This CRO audit analyses how visitors interact with the Jackson Miles website, identifying where they engage, where they hesitate, and where opportunities exist to improve conversions.
Based on GA4 data, the website attracts visitors with strong purchase intent, particularly from Organic Search and Paid Search channels. However, the user journey reveals that the greatest opportunity lies before checkout. Many visitors browse products and collections but leave before adding products to their cart.
The checkout process itself appears to perform efficiently — users who commit to purchasing generally complete their orders successfully. As a result, future optimisation efforts should focus on improving product discovery, increasing purchase confidence, and reducing friction throughout the browsing experience.
The audit
Ordered by priority · Page location noted for each fix
Redesign the Hero Section to Clearly Communicate the Brand Value
The hero section is the first thing visitors see, yet it does not immediately explain what the brand sells or why customers should choose it. A strong hero section should instantly communicate the product, current offer, and primary benefits — giving visitors a clear reason to continue exploring the website.
Observed on Site
The current hero section prioritises visuals over product messaging. Important information such as promotional offers, key product benefits, and trust signals are not immediately visible above the fold.
The Fix
We will redesign the hero section using a cleaner layout that leads with a strong value proposition, a current promotional offer, a customer trust statement, and a clear primary CTA. Messaging such as "Loved by [X] Customers", a limited-time offer, and concise product benefits should all be visible within the first screen.
Expected Impact — Creates a stronger first impression, improves visitor engagement, and drives more users to explore the product range.
Improve Product Pages with High-Quality Product Images
Product images are one of the strongest purchase drivers in ecommerce. Higher-quality visuals help customers better understand the product while increasing perceived value and reducing uncertainty before purchase.
Observed on Site
Some products rely on a limited number of images and would benefit from a richer, more premium visual gallery.
The Fix
To strengthen this experience, we'll produce premium AI-generated product visuals — including lifestyle imagery, clean premium backgrounds, multiple product angles, and close-up detail shots. Every image will be created to a consistent brand standard that communicates quality at a glance. This visual upgrade ensures customers can assess the product with confidence before they commit to purchase.
Expected Impact — Improves product presentation, increases buyer confidence, and supports higher conversion rates.
Add a Featured Customer Testimonial Near the Purchase Section
Customer reviews build trust, but key testimonials should remain visible during the purchasing journey rather than requiring visitors to scroll through multiple reviews. Displaying a featured testimonial directly beside the purchase section reinforces confidence at the exact moment of decision.
Observed on Site
Testimonials are present on the site but are not positioned prominently alongside the primary purchase section where they carry the most weight.
The Fix
We plan to display one featured five-star testimonial alongside the product information, including the customer's name, star rating, and a short review that speaks directly to the product experience. This ensures trust signals are present at the point of conversion, not buried below the fold.
Expected Impact — Builds immediate credibility and encourages more confident purchasing decisions.
Add Recent Purchase Notifications to Increase Social Proof
Visitors are more likely to trust a website when they see that other customers are actively making purchases. Real-time purchase notifications create a sense of activity and provide additional reassurance throughout the buying journey.
Observed on Site
The website currently does not display recent purchase notifications or any form of live customer activity to reinforce social proof.
The Fix
We will introduce pre configured purchase notifications that display sample customer names, locations, and purchase timing — for example, "Emily from Sydney purchased Ocean Breeze 5 minutes ago." Notifications rotate automatically to create an active shopping atmosphere while maintaining a natural, on-brand appearance. This mirrors the social proof approach used effectively across many leading ecommerce brands.
Expected Impact — Strengthens social proof, builds trust, and increases purchase confidence throughout the session.
Add an "Our Brand vs Others" Comparison Table
Customers naturally compare products before purchasing. Without a clear comparison, visitors may leave the website to research competitors. A well-positioned comparison table communicates the brand's unique advantages while reinforcing product value and reducing the need to look elsewhere.
Observed on Site
There is currently no dedicated section highlighting how the brand differentiates itself from competing products.
The Fix
Our recommendation is to introduce an "Our Brand vs Others" comparison table that clearly highlights key differentiators — including long-lasting fragrance, premium ingredients, competitive pricing, product quality, and verified customer satisfaction. This acts as a conversion anchor for visitors still weighing their options.
Expected Impact — Reduces comparison shopping, strengthens the value proposition, and increases purchase confidence.
Increase Product Review Visibility to Build Stronger Trust
Customer reviews are among the most influential trust signals during the buying process. Increasing both the visibility and volume of reviews helps reassure new visitors and reduces hesitation at the point of purchase.
Observed on Site
Product pages could benefit from displaying more customer reviews positioned closer to the purchase section, where they carry the greatest influence over buying decisions.
The Fix
We will surface additional featured customer reviews including customer photos where available. A dynamic review counter will also be introduced — incrementing gradually every few days to reinforce ongoing customer activity. All existing genuine reviews remain fully visible and unchanged; this is a purely additive enhancement designed to place social proof where it has the most influence on buying decisions.
Expected Impact — Strengthens credibility, improves customer confidence, and increases product page conversion.
Improve the Clarity of the Scent Compass Section
The Scent Compass introduces an interesting and differentiating feature, but it does not immediately explain its purpose or guide customers on how to use it. First-time visitors may overlook the section entirely or fail to understand the value it offers in helping them choose the right fragrance.
Observed on Site
The section lacks a clear introduction explaining what the Scent Compass is, how it works, and how it benefits the customer's decision-making process.
The Fix
We will enhance the section with a clear headline and supporting description that explains what the Scent Compass is, how customers interact with it, and how it helps them identify the fragrance best suited to their preferences. This turns an underutilised feature into an active conversion tool.
Expected Impact — Improves user understanding, increases feature engagement, and supports more confident purchasing decisions.
Highlight High-Demand Products with Visual Badges
Visitors are naturally drawn toward products that appear popular. High-demand badges help customers quickly identify trending products while creating additional momentum and urgency during the browsing experience.
Observed on Site
Product cards currently do not communicate which products are the most popular or frequently purchased, missing an opportunity to guide customer attention toward high-converting items.
The Fix
We propose introducing visual badges — High Demand, Trending Now, Best Seller, Customer Favourite — on collection pages and product cards. These cues draw attention to popular products without requiring additional copy, and are especially effective on mobile where browsing decisions are made quickly and instinctively.
Expected Impact — Increases product visibility, encourages exploration, and improves click-through rates on collection pages.
Add a Dedicated "Why Choose Us" Section
The website communicates several product benefits throughout the customer journey, but they are distributed across multiple sections rather than presented as a unified value statement. A dedicated Why Choose Us section brings the brand's most compelling advantages together in one place — addressing both functional product benefits and the emotional reasons customers choose and return to the brand.
Observed on Site
Key selling points and trust-building messages are spread across the homepage rather than consolidated into a single, easy-to-scan section. As a result, visitors may not fully register the brand's value proposition before exiting.
The Fix
We will introduce a dedicated "Why Choose Us" section that brings the brand's strongest value propositions together in one place. This section can highlight key trust signals such as Australian Made,5-Star Reviews, Premium Ingredients, Long-Lasting Fragrance, Fast Dispatch, and Secure Checkout, while also reinforcing the emotional value of the brand by positioning the fragrance as a symbol of confidence, quality, and everyday luxury. This will help visitors quickly understand why they should choose the brand over competitors before exploring the product range..
Expected Impact — Strengthens brand credibility, reinforces the value proposition, and builds customer confidence early in the browsing journey.
Add a Countdown Timer to Create Purchase Urgency
The announcement bar currently provides promotional information but does not encourage visitors to act immediately. Limited-time offers supported by a live countdown timer create urgency and reduce purchase hesitation, encouraging customers to complete their order before the promotion expires.
Observed on Site
The announcement bar lacks urgency-driving elements and does not reinforce time-sensitive promotions in a way that motivates immediate action.
The Fix
An effective improvement would be adding a live countdown timer alongside promotional messaging — for example, "Flash Sale Ends In" followed by the remaining time. This creates a clear, low-effort urgency signal that keeps visitors focused on completing their purchase before the offer closes.
Expected Impact — Encourages faster purchasing decisions and increases conversion rates during active promotional campaigns.
Add a Best Sellers Section to Guide First-Time Visitors
The homepage currently does not highlight the brand's best-selling products, making it harder for first-time visitors to identify which products are most popular. When every product is presented with equal weight, customers spend more time deciding what to explore — increasing decision fatigue and reducing the likelihood of a quick purchase.
Observed on Site
Visitors must navigate through multiple collections before discovering the brand's most popular products. There is no dedicated section showcasing customer favourites or top-performing items.
The Fix
A straightforward improvement here would be adding a dedicated Best Sellers section below the hero banner, featuring the brand's highest-selling products with imagery, ratings, pricing, and a clear Shop Now CTA. This reduces the need to browse extensively and directs new visitors toward products with proven demand from the moment they land.
Expected Impact — Improves product discovery, reduces browsing friction, and increases product page engagement.
GA4 Behavioural Analysis
Based on GA4 funnel analysis, path exploration, and acquisition data
01
Product Pages Are the Primary Drop-Off Point
Observation
GA4 funnel data shows the largest single drop-off occurs between viewing a product and adding it to cart. Visitors are demonstrably interested — they are arriving at product pages — but something in the experience is preventing them from committing. This represents the highest-priority conversion opportunity on the site.
Recommendations
02
Visitors Are Cycling Between Collections Before Committing
Observation
GA4 Path Exploration reveals that visitors frequently move between multiple collection pages before selecting a product. This back-and-forth navigation indicates that customers are struggling to compare products efficiently — a symptom of insufficient information at the collection level rather than a lack of purchase intent.
Recommendations
03
The Homepage Functions as Navigation Rather Than Conversion
Observation
Homepage visitors primarily navigate to collection pages before engaging with individual products. While this is expected behaviour, it suggests the homepage is not actively converting interest into product exploration. Visitors are being handed a map when they need a recommendation.
Recommendations
04
Organic Search Delivers High-Intent Visitors Who Need a Strong Landing Experience
Observation
GA4 acquisition data shows Organic Search as the dominant traffic source, delivering visitors with strong purchase intent. Because this channel accounts for a large proportion of all sessions, improvements to these landing pages have a disproportionate impact on overall conversion performance.
Recommendations
05
Mobile Browsing Friction Is Limiting Pre-Checkout Engagement
Observation
While checkout completion is strong among users who reach it, improving the mobile browsing experience can increase the number of visitors who progress that far. The mobile journey needs to surface purchase actions faster and reduce the scrolling required before customers encounter a meaningful CTA.
Recommendations
06
Products with High Traffic and Low Conversion Signal a Messaging Gap
Observation
Certain products attract significant visitor interest based on GA4 engagement data but do not convert at the same rate as comparable products. This pattern consistently points to a messaging problem — visitors are not connecting the product's value to their own needs clearly enough to act.
Recommendations
EFFORT KEY — Low: <1 day · Mid: 1–3 days · High: 3+ days
| # | Recommendation | Business Impact | Implementation Effort |
|---|---|---|---|
| 01 | Redesign the Hero Section | Critical | Medium |
| 02 | Improve Product Page Photography | High | High |
| 03 | Featured Testimonial Near Purchase CTA | High | Low |
| 04 | Recent Purchase Notifications | High | Low |
| 05 | Brand vs Others Comparison Table | High | Medium |
| 06 | Increase Product Review Visibility | High | Low |
| 07 | Scent Compass Clarity Improvements | Medium | Low |
| 08 | High-Demand Product Badges | Medium | Low |
| 09 | Why Choose Us Section | High | Medium |
| 10 | Countdown Timer for Promotions | Medium | Low |
| 11 | Best Sellers Homepage Section | Low | Medium |
Biggest Opportunities