The method
01 · The honest conversation
Thirty minutes. What is happening in the business, what the Review would examine, and whether there is work worth doing. Both sides decide.
02 · The walk
Your proposition, walked the way a customer walks it: the first search, the landing, the product page, the basket, the checkout, the parcel, the return. Alongside it, your filed accounts and your competitive context, because the site only means something against the numbers.
03 · The lenses
Eleven commercial lenses, one diagnosis. Each lens reads the same business from a different seat, and the findings converge on a single constraint rather than eleven lists. Behind them sits the Cat’s Whiskers, the practice’s readiness framework: seven foundations, thirty-six readiness checks, built from running these businesses rather than observing them.
Proposition & Brand01
Clarity & Usability02
Persuasion & Trust03
Conversion04
Copy05
Checkout & Payments06
Commercial Performance07
Competitive Context08
Discovery & Search09
Paid Media10
Retail11
Independent inputs, one focus
11Lenses in
One reading out
The governing thought
One binding constraint: the single thing holding the trade back, named and evidenced.
The eleven lenses are independent inputs, not a web. Nothing here is scored, only combined, so nothing here is coloured.
04 · The numbers
Every finding is measured against the figures that pay the wages: traffic, conversion, order value, margin, repeat. The working is shown, starting with what a single point of conversion is worth in your business, against your filed results.
05 · The binding constraint
Forty findings without a hierarchy is a spreadsheet. Every Review names the one constraint that holds the rest back, and sequences everything behind it: what to fix in a fortnight, what to build in a quarter, and what not to spend on at all.
06 · The working session
The findings are argued with your leadership team, the sequence agreed, the owners named. The written audit remains as the record, not the event.
