# BTNG.studio

> Ecommerce UX audits and conversion design by Philip Wallage. I find the exact
> conversion problems on your store and show you how to fix them — with video
> walkthroughs, prioritised fixes, and ready-to-implement Figma designs. 20+ years
> of experience, including work with ADIDAS, KLM, LEGO, Philips, Bol.com and ANWB.

Dutch-language equivalents of most pages live under /nl/.

## Core pages
- [Ecommerce UX Audit (Research)](https://www.btng.studio/research/): Fixed-price audit with video walkthrough, friction analysis, and Figma designs.
- [Design Subscription](https://www.btng.studio/design/): Ongoing ecommerce design as a monthly subscription.
- [Case Studies](https://www.btng.studio/cases/): Real conversion and UX work, including a checkout redesign that saved ANWB an estimated €2.8M.
- [About Philip Wallage](https://www.btng.studio/about/): Background, experience, and approach.
- [Reviews](https://www.btng.studio/reviews/): Client testimonials and ratings.
- [FAQ](https://www.btng.studio/faq/): Common questions about audits, pricing, and process.
- [Contact](https://www.btng.studio/contact/): Get in touch or book a call.

## Articles
- [UX audit Netherlands: 5 patterns I find in Dutch ecommerce stores](https://www.btng.studio/articles/dutch-ecommerce-ux-audit-patterns-quickscan-findings/): UX audit Netherlands: after running dozens of QuickScans on Dutch ecommerce stores, 5 structural problems appear in more than 70% of sessions. Here is what they are, why they persist, and how to fix them.
- [WCAG 2.2 for ecommerce: what changed, what still fails, and how to fix it](https://www.btng.studio/articles/wcag-2-2-ecommerce/): WCAG 2.2 ecommerce: new criteria targeting checkout CAPTCHA, price range sliders, tap targets, and address entry. What fails in practice and the exact fix for each.
- [Ecommerce checkout ROI: the EU case for fixing checkout before CLV](https://www.btng.studio/articles/forget-clv-fix-your-checkout-first/): Checkout optimization pays back in days; CLV programmes pay back in quarters. For EU stores doing €1M–€10M, here is the math on why checkout ROI beats CLV investment, with real numbers from a Dutch DTC brand audit.
- [Free shipping threshold formula for Shopify stores](https://www.btng.studio/articles/free-shipping-threshold-shopify-formula/): Calculate a free shipping threshold that grows AOV faster than it costs you in lost shipping revenue. Margin math, EU country benchmarks, and a testing framework most guides skip.
- [Best ecommerce design subscriptions in 2026](https://www.btng.studio/articles/best-ecommerce-design-subscriptions-2026/): Compare ecommerce design subscription services in 2026: pricing, deliverables, and UX focus. Recommendations for different team sizes and store types.
- [Ecommerce Homepage Design: The Complete Guide for Converting Visitors [2026]](https://www.btng.studio/articles/ecommerce-homepage-design/): What actually converts on an ecommerce homepage, and what doesn't. Data-backed guide covering hero sections, navigation, trust signals, Core Web Vitals, mobile UX, accessibility, and the Dutch market.
- [A/B testing vs UX audit for ecommerce: stop wasting six months on bad data](https://www.btng.studio/articles/ab-testing-vs-ux-audit-small-stores/): Most small ecommerce stores run A/B tests they'll never have the traffic to conclude. Here's the math, the tool stack, and a decision framework that tells you exactly which method your store needs right now.
- [Cart Abandonment Fixes: 9 Causes and the Right Fix for Each](https://www.btng.studio/articles/cart-abandonment-fixes/): 70% of carts get abandoned. The fix depends on why. Here are the 9 most common causes and the specific changes that stop each one.
- [Ecommerce checkout optimization: EU edition and what US guides miss](https://www.btng.studio/articles/ecommerce-checkout-optimization-eu-edition/): US checkout advice breaks in the EU. iDEAL, VAT display, GDPR friction, and the EU ecommerce checkout optimization fixes that actually move conversion.
- [Ecommerce Conversion Rate by Industry (2026)](https://www.btng.studio/articles/ecommerce-conversion-rate-by-industry/): Ecommerce conversion rate by industry for 2026: global avg 2.5–3.0%, food & bev 5.4%, jewelry 0.95%. Find where your store actually lands.
- [Ecommerce UX audit cost (2026): €0 to €50K](https://www.btng.studio/articles/ecommerce-ux-audit-cost/): Ecommerce UX audit pricing decoded: from free DIY to €50K agency retainers. Real numbers, ROI math, and red flags to avoid. By Philip Wallage, BTNG.
- [Ecommerce checkout case study: how I lifted Shopify conversion by 23% in 8 weeks](https://www.btng.studio/articles/ecommerce-ux-case-study-checkout-conversion/): A Dutch Shopify store had a 74% checkout abandonment rate. Here's the UX audit that found the problem, the fixes I made, and the conversion data 60 days later.
- [EU ecommerce conversion rate benchmarks 2026: country, industry, and device data](https://www.btng.studio/articles/eu-ecommerce-conversion-benchmarks-2026/): EU ecommerce conversion rate benchmark 2026: country breakdowns, industry data, traffic source splits, device gaps, and how to actually use these numbers.
- [Mobile Checkout Optimization: UX Fixes and Real Benchmarks](https://www.btng.studio/articles/mobile-checkout-optimization-guide/): Mobile checkout optimization for EU ecommerce: thumb zones, form friction, payment wallets, and page speed. The audit checklist that closes the 2x mobile-to-desktop conversion gap.
- [Ecommerce product page optimization: anatomy of a high-converting PDP](https://www.btng.studio/articles/product-page-anatomy/): Ecommerce product page optimization starts with element sequence, not design. Most PDPs lose sales in the same five places. Here's the exact structure that converts.
- [Product page elements that increase sales](https://www.btng.studio/articles/product-page-elements-that-increase-sales/): Most product pages leak revenue through the same five holes. Here's the full breakdown of every element that actually moves conversion, ranked by impact.
- [Shopify UX audit Europe: what EU stores get wrong (and how to fix it)](https://www.btng.studio/articles/shopify-ux-audit-europe/): EU Shopify stores leak revenue through iDEAL visibility, VAT display gaps, GDPR friction, and checkout field bloat. Here's the full audit framework. Plus what a proper deliverable looks like.
- [Shopify Conversion Rate Optimization: The Fix-Order Guide EU Merchants Actually Need](https://www.btng.studio/articles/shopify-cro-complete-guide/): Your Shopify store converts at 1.4%. The top 20% hit 3.2%+. That gap is fixable. Here's the exact order to fix it: EU benchmarks, product pages, checkout, speed, apps, and when A/B testing is a waste of your time.
- [Ecommerce social proof: what actually works](https://www.btng.studio/articles/social-proof-ecommerce-conversions/): Reviews, badges, and social signals can double conversion rates, or backfire. Here's what the data shows about what works and when social proof hurts.
- [Ecommerce conversion rate optimization: the audit framework I use to find where revenue leaks](https://www.btng.studio/articles/the-ultimate-guide-to-conversion-rate-optimization-for-ecommerce-stores/): The audit framework I use with ecommerce clients to find and fix revenue leaks: funnel mapping, checkout friction analysis, product page gaps, and a fix-order based on impact. No A/B testing required.
- [Checkout Trust Signals That Actually Reduce Abandonment](https://www.btng.studio/articles/trust-signals-checkout-abandonment/): Checkout trust signals: which ones reduce abandonment, which are cargo cult, and where to place them. Based on 44,000 hours of Baymard UX testing.
- [Ecommerce Design Systems: The Complete Guide](https://www.btng.studio/articles/design-system-ultimate-guide/): A design system is not a Figma file. It is a set of decisions that lets you build faster, test more, and convert consistently. This guide covers what ecommerce teams actually need: tokens, components, accessibility, when to build vs buy, and the ROI case.
- [Mobile checkout keyboard fix: why your conversion rate is half your desktop rate](https://www.btng.studio/articles/mobile-checkout-keyboard-fix/): 60%+ of checkouts happen on mobile. Mobile conversion averages half the desktop rate. The primary culprit is a keyboard UX problem that takes days to fix and most stores never test for.
- [Ecommerce conversion diagnostic framework: a 6-step system for finding what's killing your revenue](https://www.btng.studio/articles/conversion-diagnostic-framework/): Stop guessing at your conversion problems. This 6-step ecommerce conversion diagnostic framework uses your actual data to pinpoint exactly where and why customers drop off. So you fix the right thing first.
- [Ecommerce SEO Audit: Beyond Rankings to Real Revenue](https://www.btng.studio/articles/ecommerce-seo-audit-beyond-rankings-to-real-revenue/): Most ecommerce SEO audits focus on rankings while ignoring revenue. Here's what a revenue-focused SEO audit actually covers. Keyword intent, conversion alignment, Core Web Vitals, and how SEO and CRO work together.
- [Hyvä Theme for Magento: Design That Converts](https://www.btng.studio/articles/hyva-theme-guide-performance-is-just-the-start-design-is-what-converts/): Hyvä fixes your Lighthouse score. It doesn't fix conversion. Here's the design work that turns performance gains into revenue.
- [UX consultant vs agency: ecommerce cost guide and decision framework](https://www.btng.studio/articles/ecommerce-ux-consultant-vs-agency/): When to hire an ecommerce UX consultant vs a full agency vs a freelancer vs going in-house. Real costs, what each delivers, evaluation criteria, red flags, and how to decide for stores doing €500K to €10M.
- [Food & beverage ecommerce UX guide: the highest-converting category in EU ecommerce](https://www.btng.studio/articles/food-beverage-ecommerce-ux-guide/): Food and beverage converts at ~5.5% in the EU, the highest of any category. Here's the exact UX playbook for food and beverage stores that want to reach and sustain those numbers.
- [Fashion ecommerce UX guide: what actually converts in 2026](https://www.btng.studio/articles/fashion-ecommerce-ux-guide/): Fashion ecommerce converts at 1.3-2.5% in the EU. Most stores underperform that. Here's the exact UX playbook for fashion stores that want to close the gap.
- [Empathy maps for ecommerce UX: build one that actually fixes conversions](https://www.btng.studio/articles/empathy-maps/): Most ecommerce teams guess why customers abandon. Empathy maps stop the guessing. Here's how to build one from real data and use it to fix conversion problems.
- [Health & beauty ecommerce UX: what converts at 2-4% in the EU](https://www.btng.studio/articles/health-beauty-ecommerce-ux-guide/): Health and beauty ecommerce converts at 2-4% in the EU, the highest of any product category. Here's the exact UX playbook that separates top-quartile beauty stores from the average.
- [Ecommerce Personalization ROI: What It Really Delivers](https://www.btng.studio/articles/ecommerce-personalization-roi-guide/): Amazon's recommendations drive 35% of revenue. Most stores can't replicate that, and don't need to. What personalization really delivers at each budget level.
- [Ecommerce page speed: why 1 second costs you 7% in sales](https://www.btng.studio/articles/page-speed-ecommerce-conversions-guide/): A 1-second delay costs ecommerce stores 7% in conversions. Core Web Vitals, Shopify and WooCommerce speed fixes, quick wins, and the revenue impact of each.
- [Ecommerce return rates: how to reduce them with better product pages](https://www.btng.studio/articles/reduce-return-rates-product-pages/): 16.9% average return rate. $890 billion in returned goods in 2024 alone. Most of it is preventable. If your product pages set accurate expectations. Here's exactly how.
- [Ecommerce Optimization: A Scientific Playbook for 2026](https://www.btng.studio/articles/ecommerce-optimization-a-scientific-playbook-for-2025/): Opinion-based ecommerce optimization fails 80% of the time. A scientific approach, hypothesis, test, measure, iterate. Is what actually moves conversion rates. Here's the full system.
- [Ecommerce UX metrics that actually connect to revenue](https://www.btng.studio/articles/ux-metrics-ecommerce-revenue/): Bounce rate and time on page look good in reports and predict nothing. Here are the UX metrics that directly connect to ecommerce revenue. And how to track, benchmark, and use them.
- [WooCommerce Conversion Rate Optimization: The Complete Guide](https://www.btng.studio/articles/woocommerce-conversion-optimization/): WooCommerce gives you more control than Shopify. And more ways to break your conversion rate. Here's the complete playbook for EU stores.
- [Ecommerce customer journey optimization: where the money actually is](https://www.btng.studio/articles/what-to-do-next-customer-journeys/): Most ecommerce businesses optimise the path to first purchase and ignore everything after. The post-purchase journey is where repeat revenue lives. This guide covers post-purchase UX, loyalty programs, repeat purchase design, email journeys, and cross-sell mapping.
- [Why User Research Matters for Ecommerce (And What It Costs You to Skip It)](https://www.btng.studio/articles/understanding-user-research-and-its-importance/): Most ecommerce decisions are made without user research. The conversion gap between assumption-driven and research-driven stores is measurable. Here's the business case.
- [Why customers abandon checkout: the data and the exact fixes](https://www.btng.studio/articles/top-reasons-why-customers-abandon-checkout-and-how-to-resolve-them/): 69.99% of checkouts get abandoned. The 10 real reasons it happens (Baymard data) and the exact Shopify and WooCommerce fixes for each.
- [Ecommerce Filter UX Design Patterns That Convert (2026)](https://www.btng.studio/articles/top-ecommerce-ux-filter-design-patterns-practical-tips-for-2025/): Ecommerce filter design patterns: faceted navigation, mobile drawer design, price sliders, the no-results trap, and URL structure for SEO. Covers the filter usability issues found in 76% of stores, with specific fixes for each.
- [Ecommerce search UX strategies that actually convert](https://www.btng.studio/articles/top-ecommerce-search-ux-strategies-for-enhanced-user-experience/): Site search visitors convert at 2-3x the rate of browsers. Here are the ecommerce search UX strategies that turn search into your highest-converting channel.
- [10 Abandoned Cart Email Templates That Actually Recover Sales (With Copy and Reasoning)](https://www.btng.studio/articles/top-10-abandoned-cart-email-templates-to-boost-your-sales/): 10 real abandoned cart email templates with full copy, subject lines, timing, and the reasoning behind every element. Not just templates. An explanation of why each one works.
- [The Ultimate Guide to UX Design Subscriptions: Everything You Need to Know](https://www.btng.studio/articles/the-ultimate-guide-to-ux-design-subscription-everything-you-need-to-know/): Complete guide to UX design subscription services. Pricing models, what's included, how to evaluate providers, ROI vs agency retainers, IP ownership, and how to get started.
- [The Ultimate Guide to UX Design for SaaS](https://www.btng.studio/articles/the-ultimate-guide-to-ux-design-for-saas/): SaaS UX is not about conversion. It is about retention. This guide covers every pattern that moves the retention needle: onboarding, feature adoption, collaboration UX, pricing pages, trial conversion, churn prevention, and GDPR compliance.
- [The Ultimate Guide to Mobile UX Design for Ecommerce](https://www.btng.studio/articles/the-ultimate-guide-to-ux-design-for-mobile/): Mobile accounts for 73% of ecommerce traffic but only 53% of revenue. The gap is a UX problem. This guide covers every mobile design decision that closes it: thumb zones, touch targets, checkout patterns, mobile payments, dark mode, and performance.
- [The Ultimate Guide to UX Design for B2C Ecommerce](https://www.btng.studio/articles/the-ultimate-guide-to-ux-design-for-b2c/): B2C ecommerce UX design guide covering emotional triggers, mobile-first design, trust signals, EU compliance, and checkout optimization to increase conversions.
- [The Ultimate Guide to UX Design for B2B Ecommerce](https://www.btng.studio/articles/the-ultimate-guide-to-ux-design-for-b2b/): B2B ecommerce UX is fundamentally different from B2C. This guide covers every pattern that matters: quote requests, bulk ordering, account hierarchies, PO numbers, VAT handling, punchout catalogs, and customer portal design.
- [The Ultimate Guide to Ecommerce Onboarding UX Design](https://www.btng.studio/articles/the-ultimate-guide-to-onboarding-ux-design/): Ecommerce onboarding UX design guide: reduce account creation friction, optimize the first purchase experience, solve the second purchase problem, and stay GDPR-compliant.
- [UX research methods for ecommerce: 8 approaches with conversion impact](https://www.btng.studio/articles/the-most-common-ux-research-methods/): The 8 most useful UX research methods for ecommerce. When to use each, what it reveals, what it misses, cost, and how it connects to conversion rate improvement.
- [Ecommerce user research: why it matters and what skipping it costs](https://www.btng.studio/articles/the-importance-of-ux-design-user-research-a-comprehensive-guide/): Why UX research is the missing piece in most ecommerce optimization efforts: the cost of assumptions, how research prevents waste, and lightweight methods that work without a full UX team.
- [Ecommerce Navigation UX Design: The Complete Guide to Converting Browsers into Buyers](https://www.btng.studio/articles/the-importance-of-navigation-ux-design-enhancing-user-experience/): Navigation is a conversion lever, not just a UI element. Poor information architecture and high exit rates on category pages signal navigation failure. Here's how to audit and fix ecommerce navigation UX design to improve product discoverability and drive more revenue.
- [UX research for ecommerce: a practical guide to methods that improve conversion](https://www.btng.studio/articles/the-complete-guide-to-ux-research/): User interviews, usability testing, heatmaps, session recordings, surveys, card sorting, tree testing. How to run UX research that improves ecommerce conversion.
- [Shopify Conversion Rate Optimization: The Technical How-To Guide](https://www.btng.studio/articles/shopify-conversion-rate-optimization-guide/): Stuck at 1-3% CVR on Shopify? This technical how-to guide covers theme optimization, app configuration, checkout settings, and speed fixes that move the needle.
- [Recruit UX research participants for ecommerce: screener criteria, channels, and incentives](https://www.btng.studio/articles/recruit-research-participants-like-a-pro/): Finding the right research participants is the hardest part of ecommerce UX research. Screener criteria, channels, incentives, GDPR consent, and no-show prevention.
- [How UX Design Reduces Ecommerce Churn: A Practical Guide](https://www.btng.studio/articles/how-ux-design-can-reduce-churn-a-comprehensive-guide/): In ecommerce, churn means customers who don't repurchase. 80% of future revenue comes from existing customers. Here's how UX design decisions -- from post-purchase emails to account pages -- improve your customer retention rate and keep buyers coming back.
- [UX research services for ecommerce: how to get insights that actually move conversion](https://www.btng.studio/articles/how-to-use-ux-research-services-effectively-to-generate-valuable-ux-insights/): Most ecommerce teams waste money on UX research services because they brief badly and implement less. Here's how to fix that and make research ROI visible.
- [Ecommerce customer centricity: how to measure your store's maturity](https://www.btng.studio/articles/how-to-measure-customer-centricity-maturity/): Most ecommerce stores say they're customer-centric. Almost none have the systems to prove it. This customer centricity maturity model shows you exactly where you are and how to move up, with conversion impact data at each level.
- [Goodbye BuitenAardig, Hello BTNG!](https://www.btng.studio/articles/goodbye-buitenaardig-hello-btng/): It's time for BuitenAardig to rebrand itself. We've grown a lot these past 10 years, and we're proud of all the work we've done. Discover our next step!
- [European Accessibility Act ecommerce compliance: complete guide for online retailers](https://www.btng.studio/articles/european-accessibility-act-ecommerce-complete-compliance-guide-for-online-retailers/): The EAA enforcement deadline passed in June 2025. Enforcement is live. Here's what EU ecommerce compliance requires, who it applies to, and exactly how to audit and fix your store.
- [How Ecommerce Businesses Acquire Better Clients Through Content](https://www.btng.studio/articles/effective-fresh-client-strategies-boosting-your-business-success/): How to define your ideal ecommerce customer, build content-led acquisition, and create a repeatable system for attracting high-value clients.
- [Ecommerce UX design: agency vs freelancer vs in-house vs design subscription](https://www.btng.studio/articles/ecommerce-ux-design-go-agency-freelancer-hire-in-house-or-take-the-smarter-route/): The real cost comparison: ecommerce UX agency (€8-25K/project), freelancer (€75-150/hr), in-house (€50-80K/yr), and design subscription. When each makes sense, what they fully cost, and how to decide.
- [Ecommerce Conversion Rate Basics: The Complete Guide to CVR](https://www.btng.studio/articles/ecommerce-conversion-101/): What ecommerce conversion rate is, how to calculate it, industry benchmarks, where stores lose revenue, and a step-by-step action plan to improve CVR from 0.8% to 3%+.
- [Ecommerce Comparison Pages: The SEO Goldmine Most Stores Ignore](https://www.btng.studio/articles/comparison-pages-the-underutilized-seo-goldmine-for-e-commerce/): Comparison pages rank for high commercial-intent keywords with surprisingly low competition. Here's how to build them for both SEO and conversion. Types, structure, comparison table UX, schema markup, and internal linking strategy.
- [Shopify abandoned cart discount: when to offer, when to skip](https://www.btng.studio/articles/best-practices-for-creating-a-shopify-abandoned-cart-discount/): Recovery benchmarks, which discount types convert, email timing (1h / 24h / 72h), and Shopify setup. Without training customers to abandon on purpose.
- [Abandoned Cart Recovery Strategies for Ecommerce: The Complete Playbook](https://www.btng.studio/articles/abandoned-cart-best-strategies-to-recover-lost-sales/): 70% of shoppers abandon their carts. Here's the full playbook to recover them: email sequences, SMS, retargeting, push notifications, exit intent, and GDPR-compliant tactics for EU stores.
- [How to increase average order value: 10 proven strategies for ecommerce](https://www.btng.studio/articles/10-proven-strategies-to-increase-average-order-value-effectively/): Most stores leave 20-30% of revenue on the table by ignoring AOV. 10 data-backed ways to raise average order value, with EU benchmarks and real uplift.
- [Ecommerce UX design strategies: 10 approaches that improve conversion rate](https://www.btng.studio/articles/10-effective-ux-design-strategies-to-improve-conversion/): The average ecommerce conversion rate sits at 2.5-3%. That gap between browsers and buyers is a UX problem. These 10 ecommerce conversion rate optimization strategies fix the design friction that costs you the most revenue.

## Free resources
- [The €50,000 Ecommerce Mistakes](https://www.btng.studio/resources/50000-ecommerce-mistakes/): A short guide covering the 4 most common conversion killers on product pages, with a 15-minute self-audit checklist you can run on your store today.
- [Ecommerce Conversion Benchmarks Europe 2025](https://www.btng.studio/resources/ecommerce-benchmarks-europe-2025/): Real conversion data from 400+ European brands. Find your industry, compare your numbers, and see if you have a problem worth fixing.
- [The Q4 Readiness Checklist](https://www.btng.studio/resources/q4-readiness-checklist/): Most of what goes wrong in Q4 was already broken in August. A practical pre-peak checklist for ecommerce shops under €5M, covering speed, product pages, checkout, fulfilment, email and measurement.