Lilly ran two sites: its main site and a separate shop on a "shop." subdomain. The main site tried to tell visitors everything at once, and the shop made simple tasks hard. Checkout took five steps, and product pages put the price and the buy button below the fold. None of these problems was big on its own, but together they got in the way of buying.

The store runs on Magento, and every change had to work within what the platform supports. A design Magento couldn't build would mean custom development the project didn't need, so I treated the platform as part of the brief.

To find where people actually struggled, I used Microsoft Clarity to watch how they moved through the site: where they rage-clicked, where they got stuck, and which paths they took to checkout. The biggest surprise was how often something I thought was clear had only been clear in my head. Watching real sessions put me in the customer's shoes and showed me pain points I would have missed.

Clarity's data cuts both ways, though. It once flagged a burst of rage clicks that looked like a broken page. It was a customer whose browser had frozen, clicking until something happened. After that I treated Clarity's flags as leads to check, and fixed the problems that were real and that the platform let us fix.