UX and CRO Audit of a Coffee Roaster’s Website – Artisan Roast
– 6 Critical Issues
– 11 Usability and Design Gaps
– 15 Specific Optimization Opportunities
Task
To identify the UX and conversion issues affecting Artisan Roast’s online store and limiting their growth. The goal was to conduct a comprehensive audit across key touchpoints—especially mobile—so the brand could move forward with data-backed improvements.
Artisan Roast Coffee Roasters, a well-known pioneer in the UK’s specialty coffee scene, was drawing high-quality traffic to their Shopify store — but their digital experience wasn’t matching the richness of their brand. Despite solid engagement, mobile usability concerns loomed large, and internal teams sensed friction in the customer journey. They reached out to us for a comprehensive UX and CRO audit — not just to spot issues, but to uncover untapped opportunities for growth, clarity, and conversion.
We went beyond surface-level checks. Our approach combined behavioral data with usability principles to dissect the customer experience across the full funnel.
We used a mix of UX heuristics, Google Analytics 4, heatmaps, scroll maps, and mobile-first testing to uncover actionable insights.
Key Areas We Analyzed:
✔️ Navigation & Site Architecture
✔️ Product Pages & Descriptions
✔️ Coffee Subscription Landing Page
✔️ Category Pages
✔️ Mobile Usability
✔️ Trust Signals & Persuasion Triggers
Below are three of the most high-impact insights from the audit:
(we’re keeping the rest under wraps for the brand’s competitive edge)
Insight #1: Mobile Users Were Missing Key Filtering Options
Observation: Heatmap data revealed that a large portion of users — especially those on desktop — filtered coffee by roast level. However, on mobile (which accounts for over 70% of the site’s traffic), the sidebar filters were collapsed by default and not easily accessible.
Recommendation: Integrate roast-level filtering directly into the main navigation under “Shop Coffee” for mobile users, improving discoverability and product engagement.
Insight #2: Uniform Product Layouts Were Limiting Engagement
Observation: All product types — whether coffee, subscriptions, equipment, or gifts — used the same layout. This generic approach made it difficult for users to identify relevant information quickly, particularly on mobile.
Recommendation: Introduce dedicated templates based on product categories. For example:
- Single Origin Coffees: Emphasize tasting notes, origin details, and brewing recommendations
- Equipment: Prioritize specs, images, and trust indicators
- Subscriptions: Clarify frequency, flexibility, and benefits using visual components
Insight #3: Site Was Responsive, But Not Optimized for Mobile-First
Observation: While the site technically adapted to smaller screens, it did not follow mobile-first design principles. Key elements were misaligned, difficult to interact with, or placed too low in the visual hierarchy.
Recommendation: Rethink layout, typography, and spacing for mobile contexts. Emphasize thumb-friendly navigation, shorter content blocks, and CTA visibility above the fold. This is a priority, given the mobile-heavy traffic.
This UX and CRO audit delivered more than surface-level fixes. It offered Artisan Roast a clear and prioritized roadmap for improving user experience, reducing friction, and unlocking conversion potential — particularly on mobile devices.
The insights led to a broader realization within the team: the current site architecture and design were no longer aligned with the brand’s growth trajectory. As a result, the decision was made to proceed with a comprehensive site redesign, using the audit findings as a strategic blueprint.
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