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A Full-Funnel Conversion Rate Optimization Audit to Increase eCommerce Conversions 

About Kingsley North 

Kingsley North is a legacy brand serving the lapidary, gemstone, and jewelry-making community for over 80 years. With an expansive product catalog spanning equipment, tools, and supplies, they cater to a diverse audience—ranging from hobbyists and artisans to professional workshops and educational institutions. Their eCommerce platform is central to their operations, acting as both a knowledge hub and sales engine. 

Challenges

Despite a strong customer base and legacy presence, the digital experience had not evolved in line with modern buyer expectations. With high bounce rates, checkout abandonment, and declining engagement on mobile devices, Kingsley North partnered with Kensium to conduct a detailed, diagnostic Conversion Rate Optimization (CRO) Audit—one rooted in data, behavior, and competitor benchmarking. 

PHASE 1

Quantitative Analysis

Measuring What the Numbers
Reveal

The Audit spanned across traffic behavior, device performance, user journeys, and drop-off patterns to pinpoint friction in the conversion funnel. 
Tools Used:
Overall Ecommerce Conversion Rate
Industry benchmarks place conversion rates below 1% as suboptimal and 1–5% as average. At 2.1%, Kingsley North sits in the average range, with clear potential to improve. 
Device-Level Conversion Gaps
  • Desktop users converted at 3.04% 
  • Mobile users converted at 1.35% 
This disparity revealed significant friction on mobile, especially troubling considering the majority of traffic came from mobile devices. 
Cart Abandonment Rate 
44.5% abandonment, in line with global averages but still indicative of friction in the checkout journey. 
Key friction points identified:
  • Lack of preferred payment options 
  • Unclear or sudden shipping/tax charges 
  • Lengthy or unintuitive checkout process 
Cart to Checkout Rate
Mobile-specific usability problems suggested preventable drop-offs. 
Checkout Drop-off
Funnel analysis in GA4 revealed that the highest drop-off occurred at the billing information stage during checkout, linked to form validation problems, missing trust signals, and weak feedback loops.
PHASE 2

Qualitative Analysis

Understanding the Why Behind the Drop-Offs

Our Methodology
Timeframe:
Two-week window of real-time user interactions 
Tools:
Microsoft Clarity recordings 
Focus Areas:
Login experience, dead clicks, navigation patterns, PDP behavior, form interactions 
1
Dead Clicks
Users frequently attempted to click elements that weren’t interactive—such as size specs or heading labels—indicating unclear visual cues and unoptimized information hierarchy. Dead clicks were especially concentrated in spec-heavy equipment pages, undermining trust and usability.
2
Low Scroll Depth
Scroll and interaction data from Microsoft Clarity confirmed that most users on mobile PDPs didn’t scroll past the first 25–30% of the page, with core CTA elements often pushed far below the fold. CTAs lacked prominence, and there was no sticky behavior to maintain visibility through the browsing experience. 
3
Login Friction
Several user sessions showed multi-tab browsing behavior where users left a Kingsley North page open but inactive for extended periods before dropping off completely. This was especially common in PDPs with insufficient content or comparison context. 
4
Product Ambiguity
Recordings revealed users hopping back and forth between nearly identical PDPs—highlighting confusion due to naming conventions and lack of variation indicators. This was exacerbated by similar thumbnails and the absence of filtering tools. 
5
Hidden Buying Aids
On mobile devices, important sections like warranty, manuals, compatibility info, and customer service prompts were buried under multiple swipes, with generic labels like “Additional Information” or “Learn More.” This led to friction in both discovery and decision-making. 
Users frequently attempted to click elements that weren’t interactive—such as size specs or heading labels—indicating unclear visual cues and unoptimized information hierarchy. Dead clicks were especially concentrated in spec-heavy equipment pages, undermining trust and usability.
Scroll and interaction data from Microsoft Clarity confirmed that most users on mobile PDPs didn’t scroll past the first 25–30% of the page, with core CTA elements often pushed far below the fold. CTAs lacked prominence, and there was no sticky behavior to maintain visibility through the browsing experience. 
Several user sessions showed multi-tab browsing behavior where users left a Kingsley North page open but inactive for extended periods before dropping off completely. This was especially common in PDPs with insufficient content or comparison context. 
Recordings revealed users hopping back and forth between nearly identical PDPs—highlighting confusion due to naming conventions and lack of variation indicators. This was exacerbated by similar thumbnails and the absence of filtering tools. 
On mobile devices, important sections like warranty, manuals, compatibility info, and customer service prompts were buried under multiple swipes, with generic labels like “Additional Information” or “Learn More.” This led to friction in both discovery and decision-making. 

Takeaway:

Through session reviews and user behavior analysis, it became clear that trust, clarity, and support were all lacking in the user experience. Despite high intent in many sessions, users couldn’t complete their journeys due to poor interface communication, ambiguous product structures, and unassisted comparison pathways. 

Competitive Analysis

Strategic Differentiators and
Enhancements

A structured competitive teardown was conducted across top lapidary and jewelry equipment brands, identifying critical UI/UX gaps and AOV uplift opportunities. 
1
Product Detail Page (PDP)
Enhancements
Display product variants more intuitively
Introduce top-rated and bestseller badges 
Add “Quick View” features for seamless product previews 
Improve stock availability alerts and financing option visibility 
2
AOV & Trust Builders 
Highlight warranty information clearly 
Add cross-sell recommendations to lift average order value 
Promote pickup availability for local store customers 
Emphasize shipping & returns policies to reduce decision anxiety 
3
Navigational Improvements 
Implemented horizontal tab navigation for sections like Description, Reviews, Warranty, etc., to reduce scroll fatigue and improve discoverability on long PDPs. 
4
Checkout UX Fixes 
Simplified form layouts 
Reordered critical fields 
Added secure payment markers and visual trust cues 
Made guest checkout more prominent 

Conclusion 

By aligning data with empathy-driven user behavior analysis, Kensium’s CRO intervention for Kingsley North moved beyond surface-level metrics. The improvements targeted not just cosmetic UI fixes, but deep structural shifts that improved trust, reduced friction, and paved the way for scalable growth. 

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