How A 73% Reduction In Mobile Friction Drove New Revenue At Axel Off Road

How A 73% Reduction In Mobile Friction Drove New Revenue At Axel Off Road

Lightweight UX Tweaks for Axel Off Road

73% Reduction in Mobile Frustration

No major development. No theme rebuild. Just strategic UI adjustments based on user behavior data from Shopify Analytics and Microsoft Clarity.

📊 Data from: Microsoft Clarity
🏍️ Client: Axel Off Road
📈 Platform: Shopify
Mobile Traffic 87%
Mobile Checkout Rate 53.8%
Desktop Checkout Rate 86.6%
Conversion Gap 32.8%

The Challenge: With 87% of traffic on mobile but checkout rates lagging desktop by 33%, Axel Off Road was losing significant revenue to mobile friction on their Shopify store.

⚡ ⚡ ⚡

What Microsoft Clarity & Manual Testing Revealed

⚠️
5-20 second load times on product pages causing immediate exits
⚠️
Broken UI elements: Quantity selectors appearing blank, filters not working correctly
⚠️
Critical info below the fold: Product features and warranties hidden beneath Add to Cart
⚠️
Cart page chaos: Chat icon overlapping buttons, no out-of-stock warnings
⚠️
JavaScript errors affecting 4.49% of sessions
Problem Identified Quick Fixes Applied Revenue Recovered

The Lightweight Fixes We Implemented

✓ Opened product description/sizing tabs by default
✓ Adjusted banner & image sizes for faster mobile load
✓ Added mobile discount teaser banner
✓ Fixed overlapping UI elements (chat icon on cart)
✓ Reorganized product page content (key info above CTA)

What We Didn't Fix (Yet)

No deep JavaScript or theme fixes. The JavaScript errors are still there. The theme scripts still need optimization. The homepage still has issues.

These were purely front-end, UI-level adjustments that took minimal time but had measurable impact on user frustration metrics.

📊 📊 📊
Before (Week 1)
Rage Clicks:
0.15%
Dead Clicks:
4.04%
Quick Backs:
11.12%
After (Week 3)
Rage Clicks:
0.04%
Dead Clicks:
2.77%
Quick Backs:
10.28%

What This Means For Every 1,000 Mobile Sessions

Rage Click Sessions Eliminated
-1.1
Extremely frustrated users recovered
Dead Click Sessions Saved
-12.7
Users no longer stuck on broken elements
Fewer Quick Backs
-8.4
Users staying to explore products

Potential Revenue Recovery

If just 10% of saved sessions convert at Axel's $200 AOV:

+$440 per 1,000 sessions

With 15,000 monthly mobile sessions: $6,600/month potential

*Based on reducing friction sessions by 22 per 1,000 visitors. Actual conversion improvement varies by store.
🎯 🎯 🎯

Improvement Percentages

73% Reduction in
Rage Clicks
31% Reduction in
Dead Clicks
8% Improvement in
Quick Backs

Dead clicks shifted away from product pages to homepage/collections, validating that our product page improvements worked.

The Strategic Lesson

You don't always need a complete rebuild. Sometimes the difference between frustrated users and converting customers is just making critical information visible and reducing obvious friction points on your Shopify store.

The remaining issues—JavaScript errors, theme optimization, homepage problems—still need developer-level fixes. But these lightweight UX adjustments delivered immediate, measurable improvements while those larger projects are planned.

Still To Address

🔧 Fix persistent JavaScript errors on homepage & product pages
🔧 Optimize global scripts to reduce load time further
📊 Continue monitoring weekly via Microsoft Clarity
📊 A/B test homepage to address high exit rate
🚀 🚀 🚀

Your Mobile UX Might Have Similar Quick Wins

A strategic UX assessment can identify which lightweight changes will have the biggest impact—before investing in major development on your Shopify store.

Get Your Mobile UX Assessment
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