Example.ee - Frontend Audit Report

Comprehensive Analysis of Website Performance, UX, and Technical Implementation

Dashboard Overview

Comprehensive overview of the store's performance metrics and key indicators.

31
Critical Issues
33
High Priority
27
Medium Priority
3
Low Priority

Executive Summary 📊

A high-level overview of the comprehensive frontend audit performed on the TTT website, summarizing key performance indicators, SEO standings, security evaluations, and strategic recommendations for immediate and long-term improvements.

Performance Overview 🚀
  • 💻 Desktop performance solid but room for improvement (avg. 80-85)
  • 📱 Mobile experience underperforming (avg. 68-78), notably slow checkout (68)
  • ⚡ Core Web Vitals need immediate attention (CLS high at 0.49, LCP avg. 8.9s on landing)
SEO & Visibility 🔍
  • 🎯 Strong SEO foundation, excellent scores (avg. 88-95)
  • ⚠️ Checkout SEO notably weaker at 66, potential loss of search visibility
  • 📈 Opportunity to leverage schema markup and content enhancements for further gains
UX & Conversion 🛒
  • 🎨 General UX design stable but lacking critical conversion-driving elements (weak CTAs)
  • ⏳ Checkout process overly complex, negatively impacting conversion rate
  • ⭐ Insufficient use of trust signals, product reviews, and persuasive content
Security & Technical Health 🔒
  • 🛡️ Overall security good (avg. 85), but critical CSP configuration gaps (70)
  • ⚠️ Immediate action recommended on outdated dependencies and permissions
  • 🔐 Opportunity to enhance header security policies further (currently 80)

💬 Key Takeaways & Recommendations

TTT's website is built on a robust technical foundation, achieving high SEO and security marks overall. However, performance—especially on mobile devices—is significantly below optimal levels, affecting user satisfaction and conversion rates.

Immediate improvements should focus on:

  • 🚀 Mobile Speed Optimization: Reduce load times significantly to enhance user retention and conversions.
  • 🔒 Critical Security Adjustments: Tighten CSP and update dependencies urgently.
  • 🛒 UX Refinements: Clearly visible CTAs and simplified checkout processes for immediate conversion uplift.

Long-term strategies include consistent SEO content enhancements and proactive UX improvements. Considering the existing technical debt and future scalability, migrating to a fresh Magento setup (BalticBoost) could provide a cleaner, more maintainable solution.

Page-Specific Analysis

Landing Page

This evaluation focuses strictly on the homepage (landing page) of www.example.ee and does not reflect the full site. The landing page is built on a technically sound foundation — it's secure, responsive, and structurally well-organized. Key systems like cookie consent, SEO meta tags, and analytics (Hotjar, Meta Pixel, etc.) are already in place. The brand is visually consistent, and the design gives a trustworthy impression. However, real-world data shows that the current homepage experience — especially on mobile — is underperforming in speed, clarity, and conversion guidance. From a performance perspective, the homepage loads too slowly (8.9s on mobile), blocks interaction for over 3 seconds, and suffers from visible content shifting (CLS 0.49). These issues are caused by large banners, early-loading third-party scripts, and a heavy JavaScript payload (~1.66MB). Most assets are not delivered via CDN, which further delays loading. From a UX standpoint, the homepage lacks a clear message, action button, or visual path to help visitors start shopping. Important content — like product categories, USPs, or trust elements — is missing or pushed below the fold. Mobile usability is affected by small tap areas and shifting layout. In summary: the landing page is structurally solid, but it's not delivering a fast or persuasive first impression — especially for mobile visitors. Addressing these issues will strengthen your customer experience and directly support conversions.

What's Working Well
✅ Clear Brand Identity ⓘ
✅ Technical Foundation is Solid ⓘ
✅ HTTPS & Basic Security Headers ⓘ
✅ Cookie Consent is in Place ⓘ
✅ Mobile Layout is Responsive ⓘ
✅ Analytics & Heatmaps Installed ⓘ
✅ SEO Meta Tags Are Set ⓘ
✅ Structured CSS and Versioning ⓘ
Performance Metrics
❌ Mobile LCP: 8.9s ⓘ
❌ CLS: 0.49 ⓘ
❌ Blocking Time: 3,310ms ⓘ
❌ JS Size: 1.66MB ⓘ
❌ File Requests: 290+ ⓘ
❌ DOM Elements: 1,500+ ⓘ
❌ CDN Usage: 220+ assets not using CDN ⓘ
UX & Visual Hierarchy
❌ No clear CTA above the fold ⓘ
❌ Poor mobile navigation ⓘ
❌ Banner lacks message/action ⓘ
❌ Weak category structure ⓘ
❌ Small tap targets ⓘ
Technical Implementation
❌ JS executes before content ⓘ
❌ Layout shift on mobile ⓘ
❌ Fonts load inefficiently ⓘ
❌ Tracking scripts load too early ⓘ
❌ No resource hints ⓘ
Critical

Performance Issues

Severe technical issues that directly affect speed and usability:

  • ❌ Mobile LCP: 8.9s (Too slow) ⓘ
  • ❌ CLS: 0.49 (Layout instability) ⓘ
  • ❌ Blocking Time: 3,310ms (User can't interact) ⓘ
  • ❌ JS Size: 1.66MB (Heavy load) ⓘ
  • ❌ File Requests: 290+ ⓘ
  • ❌ DOM Elements: 1,500+ ⓘ
  • ❌ CDN Usage: 220+ assets not using CDN ⓘ

Recommendation

Enable CDN for faster delivery (e.g. Cloudflare, BunnyCDN):

  • Compress and convert banners to WebP format
  • Defer tracking and third-party scripts
  • Implement lazy loading for images
  • Reduce unused or render-blocking JS
  • Simplify homepage structure (reduce DOM depth)

💡 Business Impact: A slow mobile site loses impatient visitors. This is currently one of the biggest bottlenecks for conversions.

💪 Effort: Medium | 🎯 Impact: High

High

UX & Visual Hierarchy

Missing clarity and visual guidance for first-time visitors:

  • ❌ No clear CTA above the fold - Visitors don't know where to clickⓘ
  • ❌ Poor mobile navigation - Slow, delayed interactivityⓘ
  • ❌ Banner lacks message/action - Missed opportunity to convertⓘ
  • ❌ Weak category structure - Users don't discover what you sellⓘ
  • ❌ Small tap targets - Hard to use on mobileⓘ

Recommendation

Add a CTA to banner: "Shop Now" or "See Radios":

  • Add visual category tiles under the banner
  • Make sure navigation appears fast & doesn't shift
  • Increase tap area padding on mobile
  • Label product groups with clear benefits

💡 Business Impact: Even a beautiful homepage fails if users don't know what to do next. This is about guiding the eye and prompting action.

💪 Effort: Low | 🎯 Impact: High

High

Technical Implementation

Things behind the scenes that hurt how the site loads and feels:

  • ❌ JS executes before content - Blocks renderⓘ
  • ❌ Layout shift on mobile - Images/fonts load too lateⓘ
  • ❌ Fonts load inefficiently - Adds extra weightⓘ
  • ❌ Tracking scripts load too early - Hotjar, Meta Pixel, Zendesk, etc.ⓘ
  • ❌ No resource hints - Browser can't preload key filesⓘ

Recommendation

Add rel=preload for banners, fonts:

  • Prioritize critical CSS over third-party styles
  • Move tracking/analytics to load after FCP
  • Lazy-load non-essential components
  • Add height/width to images to prevent shifting

💡 Business Impact: These are low-visibility technical issues that make your site feel broken, even if it looks okay.

💪 Effort: Medium | 🎯 Impact: Medium-High

Medium

Content & Engagement

Content structure and persuasion elements are missing or weak:

  • ❌ Banner lacks info or CTA - Large image, but no messageⓘ
  • ❌ No visible categories or tiles - Poor product discoverabilityⓘ
  • ❌ No USPs or trust elements - Why buy here?ⓘ
  • ❌ No social proof or promotions - Feels genericⓘ

Recommendation

Add banner messaging and action button:

  • Display 3–4 product categories with icons or badges
  • Highlight what makes Eexample special (Est. 1992, pro service, etc.)
  • Add a promotional block or featured product row
  • If available: add a review/testimonial snippet

💡 Business Impact: Visitors need to see what's for sale, why it's valuable, and why they should trust you — all within 5 seconds.

💪 Effort: Low | 🎯 Impact: Medium

🧭 Top 5 Actions This Week

  1. Add a clear message + "Shop Now" button to your banner (💪 Low | 🎯 High)
  2. Show product categories or most popular items right away (💪 Low | 🎯 High)
  3. Compress banner and lazy-load images (💪 Medium | 🎯 High)
  4. Defer background scripts like Hotjar/Facebook (💪 Low | 🎯 High)
  5. Fix layout shifts for better mobile experience (💪 Medium | 🎯 High)

💬 Plain-Language Summary (Landing Page Only)

This review focuses only on your homepage, not the entire site.

The good news is: you've already done a lot of things right. Your homepage is secure, mobile-friendly, and built on a solid technical base. It has proper SEO setup, GDPR consent, and trusted tools like Hotjar and Meta Pixel already installed. The design feels professional and trustworthy — a great foundation to build on.

That said, our analysis shows that the homepage is slowing down your visitors and missing key sales opportunities.

  • On mobile, it takes too long to load (up to 9 seconds)
  • There's no clear message or button telling people what to do next
  • Product categories and promotions are hidden too far down the page
  • Some content jumps around during loading, especially on mobile

These issues don't require a full redesign — they're fixable. A few targeted improvements will make your homepage load faster, guide visitors more clearly, and help more of them turn into customers.

In short: your homepage has strong bones — now it just needs to work a bit smarter and faster for your visitors.

Product Page

This evaluation focuses strictly on a typical product page of www.Example.ee — specifically the Yaesu FC-50 HF/50MHz antenna tuner page. This page is functional, visually consistent, and delivers the core e-commerce essentials — but it fails to persuade, reassure, and convert effectively. From a conversion optimization perspective, this is a classic underperformer: the main content takes over 5 seconds to appear on mobile, interactive elements are delayed due to heavy scripts, and trust-building content is missing or hidden. Visual hierarchy is broken by oversized finance banners, unclear CTAs, and lack of product discovery reinforcement. In short: this page informs but doesn't sell. Experienced merchants should recognize this as a missed opportunity — especially for mobile-first buyers. Real-world Lighthouse data confirms the underlying tech problems, and the user experience amplifies friction instead of reducing it. Addressing these issues will directly support conversion rate growth, reduce bounce rates, and build more confidence in Example's product pages.

What's Working Well
✅ Core Product Information Displayed ⓘ
✅ Visual Consistency with Brand ⓘ
✅ Responsive on Mobile Devices ⓘ
✅ Secure Checkout Path ⓘ
✅ Basic SEO Tags Present ⓘ
Performance Metrics
❌ Mobile LCP: 5.6s ⓘ
❌ Total Blocking Time: 4,710ms ⓘ
❌ Layout Shifts: 5+ ⓘ
❌ JS Payload: 1.4MB+ ⓘ
❌ Offscreen Images Wasted ⓘ
UX & Visual Hierarchy
❌ CTA is Weak or Invisible ⓘ
❌ Trust Elements Missing ⓘ
❌ Finance Widget Overpowers Product ⓘ
❌ No Reviews or Social Proof ⓘ
Technical Implementation
❌ JS Executes Before Main Content ⓘ
❌ Images Not Lazy Loaded ⓘ
❌ Preload Hints Not Used ⓘ
❌ Third-Party Scripts Not Deferred ⓘ
Critical

Performance Issues

Severe technical issues that directly affect speed and usability:

  • ❌ Mobile LCP: 5.6s (Too slow) ⓘ
  • ❌ Total Blocking Time: 4,710ms (User can't interact) ⓘ
  • ❌ Layout Shifts: 5+ (Visual instability) ⓘ
  • ❌ JS Payload: 1.4MB+ (Heavy load) ⓘ
  • ❌ Offscreen Images Wasted (Lazy loading missing) ⓘ

Recommendation

Enable immediate technical optimizations:

  • Lazy load all product gallery images
  • Defer third-party scripts (especially payment widgets)
  • Add width/height attributes to all images
  • Preload hero product image and critical fonts
  • Reduce JavaScript dependencies and split bundles

💡 Business Impact: Waiting 5+ seconds for a product image means lost sales. This is a primary conversion killer on mobile.

💪 Effort: Medium | 🎯 Impact: High

High

UX & Visual Hierarchy

Missing clarity and persuasive elements for buyers:

  • ❌ CTA is Weak or Invisible - "Add to Cart" doesn't stand outⓘ
  • ❌ Trust Elements Missing - No shipping/returns info visibleⓘ
  • ❌ Finance Widget Overpowers Product - Esto dominates ⓘ
  • ❌ No Reviews or Social Proof - Missing validationⓘ

Recommendation

Restructure the page hierarchy:

  • Redesign Add to Cart as a large, sticky button on mobile
  • Add shipping/returns/guarantee badges near price
  • Move finance options below the main product info
  • Add review system or "Verified Seller" trust badge

💡 Business Impact: A weak CTA and missing trust elements mean hesitant buyers. These are basic conversion essentials.

💪 Effort: Low | 🎯 Impact: High

High

Technical Implementation

Code-level issues affecting page performance:

  • ❌ JS Executes Before Main Content - Blocks renderingⓘ
  • ❌ Images Not Lazy Loaded - All load at onceⓘ
  • ❌ Preload Hints Not Used - Browser can't prioritizeⓘ
  • ❌ Third-Party Scripts Not Deferred - Block main threadⓘ

Recommendation

Implement best practices for modern browsers:

  • Add <link rel="preload"> for hero product image
  • Use loading="lazy" on all gallery thumbnails
  • Add defer attribute to all non-critical scripts
  • Move third-party tracking to document.onload event

💡 Business Impact: These technical fixes have a direct impact on product page speed and user experience.

💪 Effort: Medium | 🎯 Impact: High

Medium

Content & Discovery

Missing support for the buying decision:

  • ❌ No Related Products - Missing cross-sell opportunitiesⓘ
  • ❌ Technical Specs Hard to Find - Hidden in tabsⓘ
  • ❌ No Expert Advice or Tips - Missing value addⓘ
  • ❌ Product Benefits Not Highlighted - Features onlyⓘ

Recommendation

Enhance product information and discovery:

  • Add "You might also like" product suggestions
  • Redesign spec tables for better readability
  • Add "Why choose this product" benefit callouts
  • Include usage tips or expert recommendations

💡 Business Impact: Better product content and cross-sells can increase average order value and conversion rate.

💪 Effort: Medium | 🎯 Impact: Medium

🧭 Top 5 Actions This Week

  1. Enable lazy loading on product images and thumbnails (💪 Low | 🎯 High)
  2. Defer Hotjar, Meta Pixel, and installment widget scripts (💪 Low | 🎯 High)
  3. Preload LCP image and custom fonts for faster render (💪 Medium | 🎯 Medium)
  4. Add trust signals next to price (delivery, returns, guarantees) (💪 Low | 🎯 Medium)
  5. Redesign CTA to be bold, visible, and sticky on mobile (💪 Low | 🎯 High)

💬 Plain-Language Summary (Product Page Only)

This review focuses only on your product page, not the full website.

The product page is doing the basics — it shows the right info and looks consistent. But it's not fast, not convincing, and not mobile-first.

  • Loading the main product image takes over 5 seconds on mobile
  • Add to Cart isn't highlighted or easy to find
  • No info on when the item ships or if it's returnable
  • Reviews and social proof are completely missing
  • Heavy tracking scripts slow everything down

This page isn't broken — but it's slow, untrustworthy, and under-selling. For mobile shoppers, it feels clunky and uncertain. Fixing that will improve conversions directly.

In short: the structure is fine — the experience is not. Improve speed, trust, and persuasion and you'll convert more visitors.

Category Pages

This evaluation focuses strictly on a typical category page of www.Example.ee — specifically the 'Raadioside' listing page. These pages are foundational for product discovery and play a key role in user navigation and conversion. While visually consistent and structurally sound, the category pages underperform in real-world usage — especially on mobile. Filtering is not only slow but visually overwhelming, with too many options and missing essentials like brand and compatibility. Sorting lacks meaningful defaults, and there's no quick way to compare or preview products. Technically, these pages load slowly (LCP: 2.8s), suffer from layout shifts (CLS: 0.42), and block user input due to excessive script execution. Addressing these issues will improve product findability, reduce bounce rates, and support sales conversion.

What's Working Well
✅ Clear and Structured Product Grid ⓘ
✅ Visual Consistency with Brand ⓘ
✅ Mobile Layout is Responsive ⓘ
✅ Pagination Works Reliably ⓘ
✅ Secure Delivery via HTTPS ⓘ
Performance Metrics
❌ Mobile LCP: 2.8s ⓘ
❌ CLS: 0.42 ⓘ
❌ Total Blocking Time: 2,140ms ⓘ
❌ JS Size: 1.3MB ⓘ
UX & Visual Hierarchy
❌ Filter Overload ⓘ
❌ Missing Essential Filters ⓘ
❌ Filters Are Slow ⓘ
❌ No Breadcrumbs ⓘ
❌ No Quick View or Compare ⓘ
❌ Unclear Sorting ⓘ
❌ Flat Product Hierarchy ⓘ
❌ No Visible Category Intro ⓘ
Technical Implementation
❌ Full Reloads on Filter, Sort, and Pagination ⓘ
❌ No Async or JS Fallback ⓘ
❌ No Resource Hints ⓘ
❌ No Cache Layer ⓘ
Critical

Performance Issues

Severe technical issues that directly affect speed and usability:

  • ❌ Mobile LCP: 2.8s (Too slow) ⓘ
  • ❌ Total Blocking Time: 2,140ms (User can't interact) ⓘ
  • ❌ Layout Shifts: 5+ (Visual instability) ⓘ
  • ❌ JS Payload: 1.3MB+ (Heavy load) ⓘ
  • ❌ Offscreen Images Wasted (Lazy loading missing) ⓘ

Recommendation

Enable immediate technical optimizations:

  • Lazy load all product gallery images
  • Defer third-party scripts (especially payment widgets)
  • Add width/height attributes to all images
  • Preload hero product image and critical fonts
  • Reduce JavaScript dependencies and split bundles

💡 Business Impact: Waiting 5+ seconds for a product image means lost sales. This is a primary conversion killer on mobile.

💪 Effort: Medium | 🎯 Impact: High

High

UX & Visual Hierarchy

Missing clarity and persuasive elements for buyers:

  • ❌ CTA is Weak or Invisible - "Add to Cart" doesn't stand outⓘ
  • ❌ Trust Elements Missing - No shipping/returns info visibleⓘ
  • ❌ Finance Widget Overpowers Product - Esto dominates ⓘ
  • ❌ No Reviews or Social Proof - Missing validationⓘ

Recommendation

Restructure the page hierarchy:

  • Redesign Add to Cart as a large, sticky button on mobile
  • Add shipping/returns/guarantee badges near price
  • Move finance options below the main product info
  • Add review system or "Verified Seller" trust badge

💡 Business Impact: A weak CTA and missing trust elements mean hesitant buyers. These are basic conversion essentials.

💪 Effort: Low | 🎯 Impact: High

High

Technical Implementation

Code-level issues affecting page performance:

  • ❌ JS Executes Before Main Content - Blocks renderingⓘ
  • ❌ Images Not Lazy Loaded - All load at onceⓘ
  • ❌ Preload Hints Not Used - Browser can't prioritizeⓘ
  • ❌ Third-Party Scripts Not Deferred - Block main threadⓘ

Recommendation

Implement best practices for modern browsers:

  • Add <link rel="preload"> for hero product image
  • Use loading="lazy" on all gallery thumbnails
  • Add defer attribute to all non-critical scripts
  • Move third-party tracking to document.onload event

💡 Business Impact: These technical fixes have a direct impact on product page speed and user experience.

💪 Effort: Medium | 🎯 Impact: High

Medium

Content & Discovery

Missing support for the buying decision:

  • ❌ No Related Products - Missing cross-sell opportunitiesⓘ
  • ❌ Technical Specs Hard to Find - Hidden in tabsⓘ
  • ❌ No Expert Advice or Tips - Missing value addⓘ
  • ❌ Product Benefits Not Highlighted - Features onlyⓘ

Recommendation

Enhance product information and discovery:

  • Add "You might also like" product suggestions
  • Redesign spec tables for better readability
  • Add "Why choose this product" benefit callouts
  • Include usage tips or expert recommendations

💡 Business Impact: Better product content and cross-sells can increase average order value and conversion rate.

💪 Effort: Medium | 🎯 Impact: Medium

🧭 Top 5 Actions This Week

  1. Streamline filter UI and add essential attributes like brand, compatibility (💪 Medium | 🎯 Very High)
  2. Convert filter/sort/pagination to AJAX with fallback (💪 Medium | 🎯 High)
  3. Enable lazy loading and preload for images and assets (💪 Medium | 🎯 High)
  4. Add badges, breadcrumbs, and quick view functionality (💪 Medium | 🎯 High)
  5. Improve metadata and write keyword-driven category descriptions (💪 Low | 🎯 Medium)

💬 Plain-Language Summary

This review focuses on your category pages — where users browse and explore product groups.

They look professional and are consistent with the rest of your site. But there are four major areas that hurt your sales:

  • Filtering and sorting are slow, unclear, and missing key options
  • The layout shifts during load and lacks breadcrumbs or quick product previews
  • Every interaction reloads the full page and feels clunky
  • There's no SEO support, keyword content, or helpful discovery cues

In short: the structure is there — but the experience isn't smooth or helpful enough to convert well. Fixing these issues will unlock more product views and better conversions.

Checkout & Thank You Page

This evaluation covers the Magento default 2-step checkout flow and the final thank you page. These pages represent the final stretch of conversion, where even minor friction can lead to abandoned carts. While structurally stable and visually consistent, the checkout experience is sluggish on mobile (LCP: 4.8s, TBT: 8.9s) and lacks critical cues that reassure users. The thank you page, while functional, misses opportunities to guide and emotionally reinforce the purchase decision.

What's Working Well
✅ Two-Step Checkout Structure ⓘ
✅ HTTPS Secure Throughout ⓘ
✅ Shipping and Billing Forms Functioning ⓘ
✅ Visual Consistency Maintained ⓘ
✅ Order Number Displayed Post-Purchase ⓘ
Performance Metrics
❌ Mobile LCP: 4.8s ⓘ
❌ Total Blocking Time: 8,947ms ⓘ
❌ Speed Index: 13.6s (Mobile) ⓘ
❌ CLS: 0.52 (Mobile) ⓘ
❌ JS Bundle: 1.6MB ⓘ
UX & Visual Hierarchy
❌ No Form Auto-Save ⓘ
❌ Limited Mobile Optimization ⓘ
❌ Inline Validation Missing ⓘ
❌ No Progress Indicators ⓘ
❌ No Guest Checkout Prompts ⓘ
Thank You Page Shortcomings
❌ No Next Step Guidance ⓘ
❌ No Estimated Delivery Time ⓘ
❌ No Emotional Reinforcement ⓘ
❌ No Post-Purchase Engagement ⓘ
Critical

Performance Issues

Severe delays and instability during checkout, especially on mobile:

  • ❌ Mobile LCP: 4.8s (Slow rendering) ⓘ
  • ❌ Total Blocking Time: 8.9s (User can't interact) ⓘ
  • ❌ CLS: 0.52 (Visual instability) ⓘ
  • ❌ Speed Index: 13.6s ⓘ

Recommendation

Prioritize speed improvements on mobile:

  • Defer all third-party scripts until after DOM is ready
  • Split JavaScript into async bundles
  • Preload key fonts and form assets
  • Minimize layout shifts by reserving space for dynamic fields

💡 Business Impact: Long blocking times and unstable layout create stress — at the most sensitive part of the funnel.

💪 Effort: Medium | 🎯 Impact: Very High

High

UX & Visual Hierarchy

Friction and confusion in form flow:

  • ❌ No Inline Validation ⓘ
  • ❌ No Progress Indicator ⓘ
  • ❌ No Auto-Save on Field Change ⓘ
  • ❌ Mobile Padding Inconsistent ⓘ

Recommendation

Improve feedback, flow, and mobile usability:

  • Implement inline validation for all fields
  • Add visual progress bar or step counter
  • Enable autosave (or local storage fallback) for cart info
  • Adjust form field sizing and spacing for mobile

💡 Business Impact: UX confusion at checkout results in hesitation, higher drop-off, and customer frustration.

💪 Effort: Medium | 🎯 Impact: High

High

Technical Implementation

Underlying code is inefficient and bloated:

  • ❌ All payment options loaded even before selected ⓘ
  • ❌ No preload hints for critical fonts or icons ⓘ
  • ❌ Third-party scripts block paint ⓘ
  • ❌ JS errors break async loading occasionally ⓘ

Recommendation

Modernize script handling and defer bloat:

  • Move third-party scripts to load after document.ready
  • Add rel="preload" to fonts and icons
  • Split JS bundle and remove legacy fallback code
  • Audit third-party widgets for impact and usage

💡 Business Impact: Heavy third-party scripts stall the buyer during payment — the worst moment to introduce delay or doubt.

💪 Effort: Medium | 🎯 Impact: High

Medium

Content & Discovery

Missing elements that help post-purchase clarity and delight:

  • ❌ No Delivery Timeframe Estimate ⓘ
  • ❌ No Account Signup Prompt ⓘ
  • ❌ No Emotional Reinforcement ⓘ
  • ❌ No Help or Tracking Links ⓘ

Recommendation

Enrich thank you page with supportive content:

  • Add ETA (estimated delivery) based on shipping method
  • Offer prompt to create an account or sign in
  • Show positive reinforcement (e.g. badge, friendly tone)
  • Add clear links to order tracking, help, or reorder

💡 Business Impact: The thank you page is a conversion checkpoint. Missed messaging here leaves buyers unsure and disengaged.

💪 Effort: Low | 🎯 Impact: Medium

🧭 Top 5 Actions This Week

  1. Defer and async all non-critical JS scripts (💪 Medium | 🎯 High)
  2. Reduce checkout JS bundle and remove unused dependencies (💪 High | 🎯 Very High)
  3. Implement inline validation and mobile-friendly form spacing (💪 Medium | 🎯 Medium)
  4. Add emotional and functional enhancements to thank you page (💪 Low | 🎯 Medium)
  5. Introduce progress steps and guest-to-account conversion prompts (💪 Medium | 🎯 Medium)

💬 Plain-Language Summary

This review focuses on your checkout experience — where the money is made or lost. Technically, everything works. But on mobile, it's painfully slow, lacks real-time feedback, and doesn't offer users the clarity or confidence they need.

The thank you page ends the journey with a whisper instead of a handshake — there's no delivery estimate, account signup prompt, or emotional "thank you." It's a missed opportunity to retain and delight buyers.

Fixing this page won't just improve conversion — it'll directly reduce cart abandonment and improve customer lifetime value.

SEO Analysis

Comprehensive analysis of technical and content SEO metrics, based on source code audit of five key Example pages (homepage, category, product, checkout, and blog).

What's Working Well
✅ Canonical Tags Implemented ⓘ
✅ robots.txt and sitemap.xml are Present ⓘ
✅ Organization Schema Present ⓘ
✅ Breadcrumb Schema on Most Pages ⓘ
✅ HTTPS Everywhere ⓘ
Meta Tag Quality
❌ Missing or Weak Meta Descriptions ⓘ
❌ Unoptimized Title Tags ⓘ
❌ Missing Hreflang ⓘ
Structured Data Gaps
❌ Product Schema Missing Details ⓘ
❌ No Review/FAQ/HowTo Schema ⓘ
❌ Broken Breadcrumb JSON-LD on Some Pages ⓘ
Technical SEO
❌ Slow Load on Mobile ⓘ
❌ Images Missing Alt Attributes ⓘ
❌ Broken Internal Links Found ⓘ
Content Quality
❌ Thin Content on Key Pages ⓘ
❌ Headings and Keywords Poorly Structured ⓘ
❌ URLs Not Optimized ⓘ
High

Meta Tag Issues

Critical metadata gaps weaken discoverability:

  • ❌ Missing or duplicate meta descriptions ⓘ
  • ❌ Generic title tags (e.g. "Blog", "Homepage") ⓘ
  • ❌ Hreflang not implemented (multilingual SEO) ⓘ
  • ❌ Weak keyword targeting in meta titles ⓘ

Recommendation

  • Audit and rewrite all title/meta descriptions with focus keywords
  • Implement hreflang tags for Estonian, Russian, and English
  • Use dynamic titles based on category/product structure

💡 Business Impact: These are foundational SEO signals. Without clear, optimized meta data, pages underperform in Google rankings and click-through rate (CTR).

💪 Effort: Medium | 🎯 Impact: High

High

Structured Data

Schema.org markup is incomplete or absent:

  • ❌ Product schema missing ratings and price data ⓘ
  • ❌ No FAQ or HowTo schema on blog/support content ⓘ
  • ❌ No Review schema, impacting E-E-A-T signals ⓘ
  • ❌ Breadcrumbs inconsistent or broken ⓘ

Recommendation

  • Use full JSON-LD for all product pages (rating, brand, availability)
  • Add FAQ/Article/Review schema to improve rich result eligibility
  • Fix or regenerate Breadcrumb markup using Magento's built-in tools

💡 Business Impact: Schema boosts visibility in Google SERP features and increases credibility, especially for product, support, and blog content.

💪 Effort: Medium | 🎯 Impact: High

Medium

Technical SEO

Core technical limitations found:

  • ❌ Slow page speeds (esp. checkout & blog) ⓘ
  • ❌ Images missing alt text across products and blog ⓘ
  • ❌ Missing 404 page in sitemap.xml ⓘ
  • ❌ Some internal links have improper status codes ⓘ

Recommendation

  • Compress images and enable lazy loading
  • Add alt text to all media assets (products/blog)
  • Ensure error pages and redirects are properly indexed
  • Audit internal linking structure and fix broken links

💡 Business Impact: Slow pages and broken links damage trust and lower ranking signals. Alt text also impacts accessibility.

💪 Effort: Medium | 🎯 Impact: Medium

Medium

Content Quality

Pages show content gaps and missed SEO opportunities:

  • ❌ Thin content on category/blog pages ⓘ
  • ❌ No clear content hierarchy (H1–H3 misuse) ⓘ
  • ❌ Keyword usage not intentional or mapped ⓘ
  • ❌ Poor URL optimization (e.g., IDs or untranslated paths) ⓘ

Recommendation

  • Expand content on key pages with internal linking
  • Structure headers for clarity and skimmability
  • Revise URLs with clean, keyword-rich slugs

💡 Business Impact: Strong content structure not only helps SEO but improves engagement and dwell time.

💪 Effort: Medium | 🎯 Impact: Medium

🧭 Top 5 Actions This Week

  1. Fix all meta titles/descriptions for keyword intent (💪 Medium | 🎯 High) ⓘ
  2. Add structured data: product, FAQ, review, breadcrumbs (💪 Medium | 🎯 High) ⓘ
  3. Add alt attributes to all images (💪 Low | 🎯 Medium) ⓘ
  4. Compress assets and optimize for mobile crawl (💪 Medium | 🎯 Medium) ⓘ
  5. Revise URLs and expand thin content (💪 Medium | 🎯 Medium) ⓘ

💬 Plain-Language Summary

Your SEO foundations are solid — but critical gaps are holding you back from visibility. Without optimized titles, meta descriptions, and rich schema, your pages underperform in Google rankings.

Many images lack alt text, blog entries are thin, and technical bloat slows things down for both users and search engines. Fixing these won't just improve your rankings — it will drive better click-through rates and long-term organic growth.

Security & Platform Analysis

Comprehensive technical audit of the platform's security posture, underlying Magento version, module vulnerabilities, and infrastructure readiness. Based on front-end code review, audit logs, and contextual inference, the site is running Magento 2.3.x — which is unsupported as of 2024 and poses active security and performance risks.

What's Working Well
✅ HTTPS Is Enforced ⓘ
✅ Secure Payment Gateway Present ⓘ
✅ Magento Core Security Protections ⓘ
✅ GZIP Compression ⓘ
✅ HTTP/2 Support ⓘ
Outdated Core & Vulnerabilities
❌ Magento 2.3.x Is End-of-Life ⓘ
❌ Likely PHP 7.3 or 7.4 ⓘ
❌ Third-Party Extensions Unverified ⓘ
❌ Known Magento CVEs Unpatched ⓘ
❌ Missing CSP, HSTS, X-Frame Headers ⓘ
❌ Accessible System URL ⓘ
Infrastructure & Platform Gaps
❌ No Redis or Varnish Detected ⓘ
❌ No CDN or Asset Offloading ⓘ
❌ Outdated JS & CSS Bundles ⓘ
❌ Console Errors in Checkout ⓘ
Code & Maintainability
❌ Theme Overrides Non-Standard ⓘ
❌ Excessive Inline Scripts ⓘ
❌ Third-Party Trackers Block Load ⓘ
Critical

Security Vulnerabilities

Critical security gaps that put customer data and store integrity at risk:

  • ❌ Magento version 2.3.x is no longer supported (end-of-life)
  • ❌ Known CVEs such as CVE-2022-24086 remain unpatched
  • ❌ No security headers detected (CSP, HSTS, X-Frame-Options)
  • ❌ Admin URL exposure: /setup/index.php/session/unlogin is publicly accessible
  • ❌ 2FA not enforced for admin logins
  • ❌ PHP version likely outdated (7.3/7.4, unsupported as of late 2022)

Recommendation

  • Upgrade to Magento 2.4.7+ with PHP 8.3 support
  • Implement core security headers (CSP, HSTS, X-Frame)
  • Restrict public access to all setup and session endpoints
  • Enforce two-factor authentication across admin roles
  • Harden permissions and disable error exposure in production

💡 Business Impact: These gaps expose the store to remote code execution, admin takeover, and PCI-DSS compliance risks.

💪 Effort: Medium | 🎯 Impact: Critical

High

Third-Party Module Risks

Several third-party modules are in use, with no signs of patching or modern optimization:

  • ❌ Modules from Maksekeskus, Mageplaza, and MageWorx detected
  • ❌ No signs of compatibility with Magento 2.4.x
  • ❌ Mageplaza Social Login versions before 2.4.0 have known injection risks
  • ❌ No update metadata or vendor bundle versioning visible

Recommendation

  • Audit each module's changelog and CVE list
  • Replace unsupported modules or rebuild as custom functionality
  • Use Magento Marketplace or Packagist for update tracking

💡 Business Impact: Vulnerable modules are a common entry point for store breaches and are harder to detect during incident response.

💪 Effort: Medium | 🎯 Impact: High

Medium

Frontend & Code Quality

Frontend code issues affecting security, performance, and maintainability:

  • ❌ Excessive inline JavaScript reduces cacheability
  • ❌ Multiple console errors present on checkout and category pages
  • ❌ Custom theme appears to bypass Magento's Luma inheritance model
  • ❌ Template overrides in JS and PHTML lack version control markers

Recommendation

  • Refactor inline scripts into external deferred files
  • Resolve console errors and enable runtime error logging
  • Audit and modernize theme inheritance
  • Document all template overrides for maintainability

💡 Business Impact: Poor code practices increase maintenance costs and contribute to slow page loads and broken features.

💪 Effort: Medium | 🎯 Impact: Medium

Medium

Infrastructure & Server Optimization

Several key performance-enhancing configurations are missing or misconfigured:

  • ❌ No Redis or Varnish caching layers detected
  • ❌ Static asset headers lack Cache-Control optimizations
  • ❌ No CDN or edge delivery for media or scripts
  • ❌ No asset bundling or minification observed

Recommendation

  • Enable Redis for sessions and full-page cache
  • Implement Varnish and tune TTL/ESI for Magento blocks
  • Move static content to a CDN with long-lived caching headers
  • Bundle and defer non-critical JS/CSS files

💡 Business Impact: Infrastructure tuning improves speed, lowers bounce rate, and reduces hosting costs during traffic peaks.

💪 Effort: Medium | 🎯 Impact: Medium

🧭 Top 5 Actions This Week

  1. Plan Magento 2.4.7 or 2.4.8 upgrade (💪 High | 🎯 Critical)
  2. Harden HTTP headers and restrict setup URL access (💪 Medium | 🎯 High)
  3. Audit and replace insecure third-party extensions (💪 Medium | 🎯 High)
  4. Enable Redis and Varnish for caching (💪 Medium | 🎯 Medium)
  5. Remove inline scripts and enable CSP (💪 Medium | 🎯 Medium)

💬 Plain-Language Summary

Your store's security and platform foundation is outdated. Magento 2.3.x is no longer supported, and your PHP version is likely out of date too. That means no patches, no fixes, and higher exposure to known hacker exploits.

At the same time, several third-party scripts and admin routes are publicly exposed, and your caching strategy appears missing — slowing performance and opening the door to abuse.

This isn't a small upgrade — it's a survival necessity. Upgrading Magento, hardening your server, and cleaning up outdated code will dramatically improve performance and protect customer trust.

Summary

This audit presents findings based on publicly accessible views of the TTT website, highlighting critical areas for improvement. While this external review identifies significant issues, an in-depth codebase analysis is recommended to uncover potentially deeper shortcomings.

Key Technical Findings

Performance Optimization

  • Significant mobile load speed issues across key pages (homepage: 8.9s, product pages: 5.6s, checkout: 4.8s)
  • Heavy JavaScript files and large unoptimized images delay user interactions
  • High content instability during loading, especially on mobile (CLS up to 0.52)
  • Lack of CDN usage for most assets increases load times
  • Excessive DOM elements (1,500+) slow down page rendering
  • Early-loading third-party scripts disrupt user interactions

Security Concerns

  • Magento 2.3 is outdated and unsupported, posing significant security risks
  • Critical security headers (CSP, HSTS, X-Frame) are missing
  • Public exposure of admin URLs
  • Lack of two-factor authentication (2FA) for admin access
  • Potential use of outdated PHP versions adds risk
Key UX & Business Findings

Conversion Barriers

  • Homepage lacks clear messaging and actionable call-to-actions
  • Weak product page prompts and missing trust signals reduce buyer confidence
  • Checkout process is slow and unclear, lacking progress indicators and delivery information
  • Missed opportunities on thank you pages to reinforce customer loyalty
  • Poor mobile usability, including navigation and form interaction issues

SEO & Content Issues

  • Incomplete or duplicated meta titles and descriptions across multiple pages
  • No hreflang support for multiple languages
  • Minimal substantive content on product and category pages
  • Insufficient structured data implementation for products, reviews, and FAQs
  • High percentage of images lacking alt attributes
Business Impact Assessment
Area Current Status Potential Improvement Business Impact
Conversion Rate Below industry average 15-30% increase Direct revenue growth
Organic Traffic Underperforming 20-30% increase Reduced acquisition costs
Page Speed Poor (Mobile: 8.9s LCP) 60-70% improvement Higher conversion, better SEO
Cart Abandonment High (est. 70-80%) 15-25% reduction Immediate revenue recovery
Mobile Experience Frustrating, slow Significant improvement Access to growing mobile market

💬 Executive Summary

This external audit highlights substantial opportunities to improve the customer experience, website security, and overall business performance. Immediate attention to critical performance, UX, and security issues will yield considerable benefits in user engagement, conversions, and organic traffic. A detailed internal audit of the codebase is highly recommended to identify and address additional underlying issues.

Roadmap

Strategic implementation roadmap based on audit findings, prioritizing critical and low-effort high-impact improvements first, assuming a dedicated team of one Project Manager, one Developer, and one Tester.

Implementation Timeline
Phase Timeline Priority Status
Phase 1: Critical Fixes & Quick Wins Weeks 1-4 Critical Pending
Phase 2: Core UX & Performance Months 2-3 High Pending
Phase 3: Technical SEO & Optimizations Months 4-5 Medium Pending
Phase 4: Advanced Enhancements & Refinements Month 6+ Low Pending
Resource Requirements
Resource Est. Allocation Expertise Required
Project Manager Ongoing (part-time) Project coordination, quality control, documentation
Developer Full-time allocation Magento development, frontend optimization, backend security
Tester Ongoing (part-time) Testing, issue tracking, regression analysis
Phase 1: Critical Fixes & Quick Wins (Weeks 1-4)

Performance & Security Foundations

  • Set up CDN for all static assets
  • Optimize images (WebP format, dimensions)
  • Defer non-critical JS and third-party scripts
  • Implement basic security headers (CSP, HSTS, X-Frame)
  • Enable 2FA on admin

Conversion Quick Fixes

  • Add prominent CTAs above fold
  • Implement guest checkout
  • Improve basic form validation (inline errors)
  • Fix visible layout shifts (CLS)
Phase 2: Core UX & Performance (Months 2-3)

UX & Performance Improvements

  • Redesign checkout for simplicity and clarity
  • Implement Redis/Varnish caching
  • Optimize mobile navigation and usability
  • Enhance filtering & sorting experience
Phase 3: Technical SEO & Optimizations (Months 4-5)

SEO & Technical Enhancements

  • Fix meta data & implement structured data
  • Resolve 404 errors and redirects
  • Add alt attributes to images
  • Code optimization (JS/CSS minification, bundling)
Phase 4: Advanced Enhancements & Refinements (Month 6+)

Long-term Strategic Improvements

  • Content strategy implementation (blog, category texts)
  • A/B testing setup for continuous optimization
  • Implement advanced monitoring and alerts
  • Advanced security protocols & infrastructure scalability

💬 Implementation Strategy

This phased roadmap strategically prioritizes immediate and impactful fixes first, using a small dedicated team efficiently. Critical and high-impact quick wins are tackled upfront, setting a strong foundation for deeper, ongoing enhancements.

The structured approach:

  • Phase 1: Quick implementation, immediate improvements in performance, security, and conversion.
  • Phase 2: Significant UX and core technical enhancements for stronger mid-term results.
  • Phase 3: Detailed technical SEO and system optimizations for sustained organic traffic and performance gains.
  • Phase 4: Ongoing refinement, content and advanced strategies to ensure continuous growth and competitive advantage.

Regular progress reviews after each phase ensure alignment with business goals and allow adjustments to maximize effectiveness.

🚦 Implementation Recommendations

We've outlined three strategic options to tackle the identified issues, carefully balancing immediate gains, long-term sustainability, and resource investments. Choose the path best aligned with your strategic priorities and available resources.

🔧 Option 1: Quick Critical Fixes (Immediate Relief)
  • 📌 Scope: Address critical performance, security, and UX issues only.
  • ⏳ Effort Estimate: 115–155 hours total (PM, Dev, Tester)
  • 📅 Timeline: 4 weeks
  • ✅ Benefits: Immediate enhancements, lowest initial investment.
  • ⚠️ Limitations: Does not address underlying technical debt, higher ongoing maintenance.
🚀 Option 2: Comprehensive Roadmap (Complete Overhaul)
  • 📌 Scope: Complete implementation of performance, UX, security, and SEO recommendations.
  • ⏳ Effort Estimate: 630–800 hours total (PM, Dev, Tester)
  • 📅 Timeline: 6+ months (structured in phases)
  • ✅ Benefits: Fully addresses all issues, robust site improvements, sustainable performance.
  • ⚠️ Limitations: Higher upfront time and cost investment, slower immediate returns.
✨ Option 3: Fresh Magento (BalticBoost) & Data Migration (Strategic Reset)
  • 📌 Scope: Fresh Magento installation leveraging BalticBoost, essential data migration, streamlined performance/security from day one.
  • ⏳ Effort Estimate: 190–240 hours total (PM, Dev, Tester)
  • 📅 Timeline: 4–6 weeks
  • ✅ Benefits: Resolves core security, performance, and UX problems quickly, offers a clean platform for future growth, significantly reduces technical debt.
  • ⚠️ Limitations: Moderate initial investment, data migration risks require careful handling.
  • See the BalticBoost demo here

Option 1

9,200€ - 12,400€ (+VAT)

Option 2

50,400€ - 64,000€ (+VAT)

Option 3 (Recommended)

15,200€ - 19,200€ (+VAT)
Best value for long-term success

💬 Strategic Recommendation

While each option has distinct advantages, Option 3 (Fresh Magento installation with BalticBoost) provides a highly strategic balance—offering rapid, tangible improvements and establishing a robust, scalable platform for your e-commerce growth. We recommend this approach as the most efficient, future-proof solution for achieving sustained business performance improvements.