Conducting CS analysis which allows to demonstrate the engagement with content areas of the homepage to assign priority. Also inspecting the footer and navigation to see what areas are over indexing which also shown the need to highlight contact.
Competitor discovery such as ASOS gives users simple choices to convert than pushing users in several directions.
The analysis uncovered that the homepage is also too long, cluttered and as a result not converting and bouncing instead. Content areas could be replaced with more relevant and meaningful information to the user. Shopping was well beneath the fold which had a 341% increase on the current feature post.
Analysis also discovered that a lot of users were dropping beneath services, indicating a possible need for more information.