This is a synthetic example illustrating our methodology. The client is a composite, the screenshots are placeholders, and the numbers are fabricated-but-realistic. Real, named client case studies will appear here as Teardowns complete — with client permission.

The client

A UK-based direct-to-consumer skincare brand, running on Shopify, two years post-launch. Monthly traffic around 68,000 sessions, monthly ad spend around £14,000 split across Meta (70%) and Google (30%). Reported site-wide conversion rate: 1.3%. Average order value: £42.

The team had already tried the obvious moves: reducing form fields at checkout, adding a press-logos strip, running two headline split-tests. Conversion hadn't moved in six months. Ad spend kept climbing to maintain revenue.

Day 1: install and configure

We installed Microsoft Clarity on a Friday afternoon. Project setup:

100% session recording (at 68k traffic this is fine — Clarity is free)
Funnel definition: landing → product page → add-to-basket → checkout → thank-you
Custom tags firing on the three key CTAs so we could segment by intent
Mobile and desktop segmented separately — the client's traffic was 78% mobile

Baseline captured. We didn't touch the site for the next six days.

Days 2–7: data collection

By day seven we had 14,400 sessions on record and a clean read on the funnel. Nothing changed on the site in that period — critical, because any change would have invalidated the baseline.

Day 8: the three-lens analysis

Source lens

Paid Meta traffic converted at 0.7%. Organic search converted at 2.4%. Same site, same products, 3.4× conversion gap. Drilling in: the paid traffic was landing on a campaign-specific page with a different hero headline, no social proof above the fold, and a "Shop Now" CTA. Organic traffic landed on the homepage — which had trust-badges, reviews carousel, and a "Find your routine" CTA.

[Clarity heatmap placeholder — Meta landing page vs. homepage, showing scroll depth drop-off at 40% on the Meta page vs. 78% on the homepage]

Moment lens

On mobile product pages, 31% of users rage-clicked the "add to basket" button. Watching the replays: the button had a 400ms JS-driven animation before the state updated. Users were tapping 2–3 times before the basket icon incremented. Some gave up and left.

[Clarity replay placeholder — mobile user tapping "add to basket" three times over 1.2 seconds]

Objection lens

Watching 40 checkout-abandonment sessions in a row, a pattern: users would pause for 4–8 seconds on the address step, specifically on the "Company name" field. That field was optional but not labelled as such. Several users tabbed back and forth, then left. We also saw 42 dead clicks per week on the homepage hero image — users expected it to be a clickable CTA. It wasn't.

The fix list — 11 candidates, top 3 shipped

The full teardown surfaced eleven fix candidates. We ranked by (projected revenue recovery) ÷ (implementation hours) and shipped the top three.

Fix 1: kill the add-to-basket animation delay (1 hour)

Removed the 400ms wait. Basket state now updates instantly; the animation plays after. Deployed to a staging theme, QA'd, merged Monday morning.

Projected uplift: +6% on mobile PDP → basket
Monthly revenue recovery (this fix alone): ~£2,100

Fix 2: label "Company name" optional and move it below the address block (30 minutes)

Shopify checkout field customisation — moved the field, added "(optional)" label.

Projected uplift: +8% on address-step completion
Monthly revenue recovery: ~£3,100

Fix 3: bring the paid-traffic landing page into parity with the homepage (3 hours)

Rebuilt the Meta landing page with: same hero video as the homepage, the trust-badges strip above the fold, the "Find your routine" CTA, and three review cards from the top product.

Projected uplift: paid conversion 0.7% → ~1.0% (toward homepage's 2.4%, capped at 40% of the gap)
Monthly revenue recovery: ~£3,800

What we didn't ship (and why)

The remaining eight candidates were a mix of:

Lower-priority wins (1–2% projected lift each)
Fixes requiring design time we weren't scoped for
Two that needed a Shopify plan upgrade we couldn't justify at £9k/month recovery

We handed the full list over with priority scores. The client can ship them internally or book a follow-up.

Projected recovery

Conservative model, fixes 1 and 2 only:

68,000 visits × 1.3% baseline × 14% blended uplift × £42 AOV ≈ £5,200/month

Adding fix 3 (paid traffic parity) against current Meta spend adds ~£3,800/month.

Total projected monthly recovery: ~£9,000, well above the £1,500/month guarantee threshold.

What the client received

7-day Clarity project, left live for ongoing monitoring
Loom walkthrough of findings (24 minutes)
PDF report with all 11 fix candidates, ranked, with implementation notes
Shopify theme changes shipped to staging, reviewed together, merged
Before/after tracking note: client can verify uplift in their own GA4 + Shopify analytics at 30 and 60 days
One follow-up call at day 30 to review early results

What this would have cost elsewhere

A typical CRO agency retainer in this bracket: £4,000–£8,000/month, minimum 3-month commitment, audits delivered as 40-page decks. This was one week, £1,500, fixes shipped.

Reminder: this is a synthetic example. Real client case studies will appear here as Teardowns complete, with client permission and their real numbers. If you want to be one of them:

Book a Teardown — £1,500. Start here.