Why a Saudi haircare store converted only 0.28% of its visits

The situation

Cosma Secrets sells Brazilian haircare in Saudi Arabia. Visits were coming in, but only 0.28% of them turned into orders, while a normal store sits between 1.5 and 3%. On top of that, 60% of the orders that did come in were getting cancelled.

What I found

Two payment gateways were switched on at checkout with no live accounts behind them. Customers picked them, the payment failed, and the order died. The free-shipping threshold was set up in the settings but never applied at checkout, so people saw a shipping fee they weren't expecting.

What I did

• Rebuilt payments, shipping and geo-targeting, then ran live cart tests on every path.
• Built an SKU system for 23 products and reorganized categories by hair concern.
• Rebuilt the homepage offer and trust sections, and ran a tested seasonal coupon.
• Shipped everything from staging to production with a backup and full QA.
• Connected GA4 and Search Console and delivered a before-and-after report.

The result

Every payment and shipping path now works, and each one was tested with a real cart before going live. The client has a before-and-after report and tracking that shows where visitors drop off.