“Transformed the design into a state-of-the-art solution”
saved annually for ANWB
Ecommerce UX audits and CRO · 20+ years of experience
I don't design what I like.I design what works.
Opinions are why conversion rates get stuck. I watch real shoppers use your store, show you the exact second they give up, and hand your developer the fix.
Thirty minutes, free. No pitch, no pressure.
Want the answers now? Buy the QuickScan, €995
+22from 26 verified reviews
Over twenty years of work, some of it for these brands.
You already know it isn't a traffic problem.
Most people running a store never get that far. Here is what it usually turns out to be instead.
Customers vanish in the checkout.
68% of carts get abandoned. Most of the reasons are fixable. Most stores never find them.
Source: Baymard InstituteMore traffic. Same revenue.
Ad spend keeps climbing. Conversion hasn't moved in two years. The problem was never traffic.
You keep having the same meeting.
Someone wants the hero image bigger. Someone else wants the button green. Nobody has evidence, so the loudest person wins and the number stays where it is.
You've had an audit before.
It was sixty pages, it arrived as a PDF, and nobody opened it twice. I know the format. I have been handed a few of them myself.
So this one arrives as a recording you will actually watch, and a list your developer can start on Monday. If it isn't useful, you don't pay. That has never happened, but the offer stands.
Find it. Fix it. Prove it.
Most stores skip straight to fixing. That's why the number never moves.
E-commerce research
I go through your store like a real customer would. Annoyed, on a phone, in a hurry. You get the tape, and every friction point ranked by what it costs you.
See what's includedE-commerce design
A list of problems is homework. So I hand you the designs. Product pages, cart, checkout. Built in Figma, ready for your developer on Monday.
How the design work runsExperimentation
A fix isn't finished when it ships. It's finished when the data agrees. I test it on real shoppers and tell you plainly whether it worked.
How testing worksSix weeks from now.
You know the three things costing you the most money, in euros, in order. Your developer has Figma files instead of a Slack thread. And the next time someone says they think the button should be green, you have thirty seconds of tape that settles it.
For ANWB that was €2.8M a year. Yours will be a different number. You will know what it is.
A call tells you whether I can help. A QuickScan tells you what's wrong.
A QuickScan is a recorded teardown of your store. €995, 48 hours, straight to your inbox. You'll know within the first five minutes whether I have found your problem.
100% money-back guarantee. If it isn't useful, you don't pay.
A Dutch top 50 store.31 issues found.
Research-backed redesign, on Baymard methodology.A fix list ranked by what each issue costs.
Hi, I'm Philip Wallage. And I'd love to hear you pronounce that.
One person is a real limitation. I can't take five clients at once, and if I'm booked, I'm booked. What you get in exchange: the person on the sales call, the person watching the recordings, and the person in the Figma file are the same person. Nothing gets lost in a handoff, because there isn't one.
The receipts
Over twenty years. ADIDAS, LEGO, KLM, Bol.com. €2.8M in annual savings for ANWB. Baymard-certified and CXL-trained.
About my backgroundThe method
Evidence first, pixels second. I watch real shoppers use your store and let the recordings settle the arguments. No redesigns on gut feeling. Not even mine.
How I workThe model
Fixed prices, defined deliverables, no hourly meter running. You buy the outcome. If it takes me longer, that's my problem.
See pricing
I publish what I find.
The research behind the audits, free. What breaks EU checkouts, what US guides get wrong, what actually moved a Shopify store 23%.
