Lanx
CRO testing roadmap
August 2026
LANX earns trust through distinctive footwear, physical retail, and a strong customer following. The immediate opportunity is to carry those strengths into the first paid-click experience, then remove sizing, speed, and checkout friction at the point of purchase.
Eight focused opportunities
Testing ideas
Store-Visit Landing Experience
Page: Homepage
Store-focused paid traffic reaches a homepage where shop details sit beyond the first three folds. That gap weakens the promise made before the click. The variation brings Whalley and Manchester store information directly below the AXIS hero.
Store details move into the first post-hero moment. Concept illustration only. Final design will differ.
Critical Page Load Speed
Pages: Homepage and Product Detail Page
The collected audits measured a 6.6-second homepage LCP and an 18.4-second PDP LCP, while both pages took more than 31 seconds to become interactive. These results carry an IndexedDB warning, so the first visible experience is a verified retest followed by a faster image-first page load.
The product image and buy box become usable as one clear first load. Concept illustration only. Final design will differ.
PDP Sizing Advice and CTA
Page: Ribchester Conker Distressed
The small sizing link sits away from the 18-option grid, while customer reviews document model-dependent sizing variance. The current “True to Size” line does not resolve that tension. The variation places sizing guidance above the grid and turns the CTA into a clear size-selection prompt.
Sizing help moves beside the decision, and the CTA tells shoppers what to do next. Concept illustration only. Final design will differ.
PDP Trust and Differentiation
Page: Ribchester Conker Distressed
Free UK shipping, returns, and shoe-care help first appear below the CTA in the next fold, while RE-LANX does not appear in the reviewed buy box. The variation brings the existing reassurance directly under the CTA and adds one compact repair and trade-in line.
Shipping, returns, care, and RE-LANX reassurance move to the decision point. Concept illustration only. Final design will differ.
BNPL Message Match on PDP
Page: Ribchester Conker Distressed
Offer-focused traffic can arrive after seeing “Buy Now, Pay Later,” but the reviewed PDP buy box shows only the full price and Shop Pay. The variation repeats the flexible-payment message directly below the product price.
Flexible-payment reassurance appears directly below the full product price. Concept illustration only. Final design will differ.
Homepage Product Visibility
Page: Homepage
The first three homepage folds show lifestyle photography, category links, reviews, and a store interior, but no product grid. Shoppers who scroll only partway do not see a product choice. The variation places a compact bestseller row between the AXIS hero and the men’s and women’s split.
A product-led bestseller row appears before category and review content. Concept illustration only. Final design will differ.
Cart Drawer Checkout CTA
Page: Cart drawer
The checkout button sits below the Shoe Care Bundle and sock recommendations at the bottom of the drawer. Customers must pass both offers before reaching checkout. The variation keeps recommendations scrollable while the checkout total and button remain fixed at the bottom of the viewport.
Checkout stays visible while the recommendation area remains scrollable above it. Concept illustration only. Final design will differ.
Collection Discount Banner
Page: All Men’s Footwear
The “GET 10% OFF” banner remains fixed in the same bottom-right position across all three captured collection folds. It repeatedly covers the product-grid edge while shoppers browse. The variation collapses it into a small dismissible tab after the first scroll.
The discount remains one tap away without covering the product grid at every scroll depth. Concept illustration only. Final design will differ.
What the evidence says
Data insights
Biggest Killers of Conversion Rate
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Message match
Store-focused paid traffic lands on a homepage where the promised visit content sits multiple scrolls below the visible experience. -
Sizing confidence
First-party reviews document model-dependent sizing variance, while the sizing link is visually separated from the PDP size grid. -
Page speed
The audited PDP recorded an 18.4s LCP and the homepage recorded 6.6s. Both exceeded 31s to become interactive, with a retest needed because of the audit warning.
Data sources used
Meta Ads and Landing Pages
- Store-visit and founder-walkthrough creative sends visitors to the generic homepage rather than a dedicated landing page.
- The homepage contains “FIND A STORE” and “STORES & EVENTS,” but both sit below the first three captured folds.
- The visible homepage experience leads with AXIS, men’s and women’s category links, and reviews rather than the promised visit details.
Google Ads
- Shopping, heritage, and purchase-intent messages differ from the store-visit story used in paid social.
- One live offer promotes “Buy Now, Pay Later,” but no BNPL message appears in the reviewed PDP buy box.
- Sitelinks include “Shoe Sizing Advice” and “Visit Our Lancashire Factory.”
Reviews and UGC
- 73 first-party reviews show repeated praise for comfort out of the box, durability, and all-weather performance.
- At least five reviewers describe needing to size up or down from their normal size.
- Repeat purchase behaviour is strong, with reviewers reporting ownership of 3, 4, 6, and 8 pairs.
- A repeat customer explicitly asks LANX to provide its own aftercare advice rather than referring customers to third parties.
Page Speed Insights
- Homepage: performance 61/100, FCP 3.1s, LCP 6.6s, and Time to Interactive 31.2s.
- Ribchester PDP: performance 55/100, FCP 3.3s, LCP 18.4s, and Time to Interactive 31.8s.
- The PDP Best Practices audit did not complete because of a PROTOCOL_TIMEOUT.
- Both reports warn that IndexedDB-stored data may have skewed results, so an incognito retest is needed.
Site Screenshots
- The first three homepage folds contain no product grid. They show lifestyle photography, category links, reviews, and a store interior.
- The PDP sizing link sits at the far right of the size-grid header, while the primary CTA starts in a “SELECT SIZE” state.
- Free UK shipping, returns, and shoe-care messaging appear below the PDP CTA from fold 2 onward. RE-LANX and BNPL are absent from the reviewed buy box.
- The cart checkout button sits below two recommendations, and the collection discount banner persists in the same position across all three captured folds.
Brand Context
- RE-LANX offers repair and trade-in for loyalty credits but is underused in the reviewed purchase journey.
- Social listening returned no relevant recent evidence. This is a coverage gap, not proof of low interest.
Live Homepage Review
- The full page includes store content and a “FIND A STORE” section, confirming the message exists but is buried below the visible fold range.
- The site also includes free shipping and returns banners and a new-product callout outside the first three captured folds.
Competitor Analysis
- Cheaney, Crockett & Jones, and Solovair lean on longer heritage and established craftsmanship stories.
- LANX’s active review volume, RE-LANX program, and founder-accessible story provide different proof points, but they are underused in the reviewed onsite experience.
