If customers don't trust you, they don't buy.

Customers hesitate, but what if they didn't?

The Customer Decision Audit shows you where customers hesitate, lose confidence, or drop out - and what to fix first.

Connect with customers & build trust. The rest will fall into place.

Forget the "standard conversion rate" for your industry, forget it for e-commerce. It doesn't matter. It's not the benchmark of a good business - you could have a great conversion rate, but if your product isn't profitable, you'll go out of business.

You're in business to get a positive return from your efforts, to make a profit. We talk a lot about ROAS, but it's misleading, because a 5, 6, 7+ ROAS may sound impressive, but if your total cost of sales is greater than your margin, you're cooked.

So what matters? Connecting and building trust with your customers.

Why? It significantly reduces the friction that causes buyers to hesitate, it increases their average order value, it keeps them coming back again and again, and importantly, it increases your POAS (Profit on Ad Spend).

The audit exists to surface those hidden moments of doubt.

What a Customer Decision Audit gives you.

This isn't a checklist or a scorecard. It's a clear, practical breakdown of where customers hesitate and why, with a clear, actionable plan on what to fix first.

You'll get:

  • a written breakdown of the key decision points in your journey
  • insight into where confidence drops or hesitation appears
  • explanation of why those moments matter psychologically
  • a prioritised list of clear, actionable improvements
  • a short walkthrough video explaining everything in plain language

No overly complicated documents filled with jargon. No generic Conversion Rate Optimisation advice (that won't work for you).

A clear, actionable plan to connect with your audience, build trust and increase profits.

Choose the Audit depth that fits your stage

All audits use the same behaviour-led approach.
The difference is how deep we go.

  1. Starter Kit
     

    Quick Wins Assessment

    Fast identification of the biggest hesitation points.

    £290

    Includes

    • review of your core buying journey
    • value proposition and messaging analysis
    • key hesitation points identified
    • 3-5 high-impact improvements
    • 10-15 minute walkthrough video

    Best For

    Brands around £10k-£20k per month or anyone wanting direction before scaling.

  2. Landing Page Power-Up
    Most Popular

    Decision Path Audit

    A deeper look at how customers move from interest to purchase.

    £590

    Includes everything in Quick Wins, plus:

    • ad to landing page alignment
    • trust and expectation framing review
    • checkout momentum and friction mapping
    • behaviour-led clarity audit across key pages
    • prioritised action roadmap

    Best For

    Brands using paid traffic and wanting more predictable revenue.

  3. Complete Website & Conversion Makeover

    Behaviour-led Growth Audit

    A complete end-to-end buying journey review.

    £1,190

    Includes everything in the Decision Path Audit, plus:

    • pre-click expectation framing
    • post-purchase clarity and retention review
    • behaviour-led messaging recommendations
    • momentum mapping across acquisition, conversion and repeat purchase
    • 60 minute 1:1 call to discuss the findings and next steps

    Best For

    Brands with traction preparing to scale.

How the Audit works

Clear, simple, and designed to avoid unnecessary complexity.

  • Diagnose the friction

    Book

    You book the audit and share a few details about your store

  • Prioritise what moves revenue

    Analyse

    I analyse your buying journey using behavioural insight and 15+ years of ecommerce experience

  • Improve the buying journey

    Get insights

    You receive a clear report, walkthrough video and actionable improvements

  • Measure and iterate

    Improve

    You implement the improvements, or continue working together

Audit Guarantee

If the audit does not identify clear hesitation points and provide actionable, behaviour-led recommendations specific to your buying journey, I'll refund the full fee.

I'm Dan, an independent e-commerce strategist who fell in love with consumer psychology more than 15 years ago. My career has taken many turns as I have tried to live authentically and find happiness and fulfilment. I've been a developer, designer, agency owner, leader, and entrepreneur. I've found that nothing makes me more passionate than helping others 'preneur.

Dan Meade

Ready to understand why
customers aren't buying?

Start with the audit that fits your stage and get clear on what to fix next.

  1. Starter Kit
     

    Quick Wins Assessment

    Fast identification of the biggest hesitation points.

    £290

    Includes

    • review of your core buying journey
    • value proposition and messaging analysis
    • key hesitation points identified
    • 3-5 high-impact improvements
    • 10-15 minute walkthrough video

    Best For

    Brands around £10k-£20k per month or anyone wanting direction before scaling.

  2. Landing Page Power-Up
    Most Popular

    Decision Path Audit

    A deeper look at how customers move from interest to purchase.

    £590

    Includes everything in Quick Wins, plus:

    • ad to landing page alignment
    • trust and expectation framing review
    • checkout momentum and friction mapping
    • behaviour-led clarity audit across key pages
    • prioritised action roadmap

    Best For

    Brands using paid traffic and wanting more predictable revenue.

  3. Complete Website & Conversion Makeover

    Behaviour-led Growth Audit

    A complete end-to-end buying journey review.

    £1,190

    Includes everything in the Decision Path Audit, plus:

    • pre-click expectation framing
    • post-purchase clarity and retention review
    • behaviour-led messaging recommendations
    • momentum mapping across acquisition, conversion and repeat purchase
    • 60 minute 1:1 call to discuss the findings and next steps

    Best For

    Brands with traction preparing to scale.