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| Source | Status | Method | Confidence ceiling |
|---|---|---|---|
| MKT Market scan | ACTIVE | Web search — Trustpilot, Similarweb, ECDB, CNMC | MEDIUM |
| SEO CWV (public) | PARTIAL | CrUX/PSI not accessible in this run — public CWV not captured | LOW |
| HEU Heuristic review | ACTIVE | Fetched homepage rendered output — 7-pillar inspection | MEDIUM |
| ACC Accessibility | ACTIVE | Markup inspection of fetched page | MEDIUM |
| GA4 Behavioural | INACTIVE | No analytics access | — |
| OBS Hotjar/Clarity | INACTIVE | Not connected | — |
| TRS Transcripts | INACTIVE | No interview/usability data | — |
| SEA Paid search | INACTIVE | No Ads account | — |
| Pillar | Key Finding |
|---|---|
| Relevance | H1 "Aprovecha esta selección de tecnología con precios inmejorables" reads like ad copy, not a positioning statement; brand-promise "Los expertos en tecnología más comprometidos contigo" appears only in footer copy. |
| Value | Prices shown but no comparator vs MediaMarkt/Amazon, no "lowest price" anchor, no financing teaser (Aplazame/seQura) above the fold despite Spanish BNPL behaviour. |
| Trust | No on-site Trustpilot widget / aggregate score, despite 13,976 reviews available. Active Trustpilot complaints about hidden €18/month subscription upsell at checkout = real revenue leak. |
| Clarity | 15-category mega-nav with no scent prioritisation; CTA language collapses to a single "comprar" verb. |
| Ease | "Mi cesta" persistent but no progress/save-for-later evident on homepage; no guest checkout signalled. |
| Assurance | "Envío gratis" + "Garantía" mentioned but no payment-method badges (Bizum/PayPal/Aplazame) shown above the fold; key Spanish reassurance missing. |
| Distraction | Black Friday + Cyber Monday + "Ofertas" all referenced in May — out-of-season promotional clutter dilutes scent and erodes credibility. |
What heuristic shows: The site builds zero on-page trust scaffolding. 13,976 Trustpilot reviews are invisible to a first-time visitor — no widget, no aggregate score, no "Excelente" badge, no per-product star rollup. Meanwhile, the off-site evidence trail (Trustpilot, Scamadviser) is actively negative on a hidden €18/month subscription at checkout. The trust signals that are present ("Envío gratis", "Garantía") are commodity messages that Amazon and MediaMarkt also display.
What market expects: Spanish electronics buyers benchmark trust against Amazon's review density. Without on-page social proof, PCC defaults to "cheaper alternative" framing — fragile when Amazon discounts.
Fix architecture: (1) Trustpilot TrustBox above fold + per-product. (2) Kill or fully badge the third-party subscription upsell — flag legal review. (3) Add "Por qué comprarnos" trust strip (expertos desde 2005, configurador propio, tiendas físicas, 14 días devolución).
What heuristic shows: The May homepage carries Black Friday and Cyber Monday references alongside "ofertas / descuentos / chollos / liquidación". This is calendar-misaligned and trains users to discount the urgency cues — when November arrives, the same words mean nothing.
What market expects: Spanish retail seasonality is well-defined (Rebajas Jan/Jul, Día de la Madre May, Vuelta al cole Aug, BF Nov, Reyes Jan). Best-in-class operators (MediaMarkt, El Corte Inglés) rotate hero campaigns to a single seasonal narrative.
Fix architecture: Campaign calendar with one hero theme at a time; archive evergreen "ofertas" to a sub-page; reserve "Black Friday" terminology for Nov.
What heuristic shows: Prices and discounts are visible, but never anchored. No "fue / ahora", no comparator vs Amazon, no financing teaser at price level, no total cost of ownership for higher-ticket items (laptops, TVs).
What market expects: Aplazame and seQura adoption in Spanish electronics is now table stakes — Amazon shows "12 meses sin intereses" on most >€200 SKUs.
Fix architecture: Price block redesign: anchor crossed-out RRP, monthly cuota with Aplazame, total saving in green, eligible for Bizum.
What heuristic shows: Nav is wide and flat; CTAs collapse to a single "comprar" verb; H1 is promotional not positioning.
What market expects: Specialist electronics retailers benefit from a clear expert-narrative (Newegg's "Tech Reimagined", Materiel.net's "Le spécialiste tech"). PCC's brand promise exists — it just isn't surfaced.
Fix architecture: Promote brand promise to H1; differentiate CTA copy by intent ("Añadir al carrito" / "Comprar ahora" / "Reservar en tienda"); tighten mega-nav to top-5 + "Ver todas".
What heuristic shows: No visible guest-checkout signal on homepage, no save-for-later on cart icon, no postcode-driven ETA on cards. Likely accessibility gaps in filters and product tiles.
What market expects: One-click reorder, guest checkout, postcode ETA, accessible filtering — all standard at Amazon.es and MediaMarkt.
Fix architecture: Allow guest checkout with optional account creation post-purchase; add wishlist next to cart icon; render postcode-aware ETA at category level.
What heuristic shows: Generic "Garantía" + "Envío gratis" without amplification. No payment-method icon strip. No "compra segura" SSL badge prominent. No return-window number visible at decision point.
What market expects: Payment icon strip + "14 días para devolver" + "Pago 100% seguro" at PDP price block.
Fix architecture: Three-icon assurance strip at PDP: envío 24h, devolución 14 días, pago seguro Bizum/PayPal/Aplazame.
PcComponentes sits on 13,976 Trustpilot reviews that never make it onto the site — while a hidden €18/month upsell at checkout is actively burning the brand on the same platform. Jasper Apollo rebuilds the trust gate in 30 days: on-page social proof, a clean assurance strip, and a checkout audit that removes legal and reputational risk. Conservative model: +0.8–1.4 pp CVR, €5–8M/year — recovered from existing traffic, no media spend.
| Finding | Sources | Pillar | Effort | Modelled €/mo | Confidence | Owner |
|---|---|---|---|---|---|---|
| F1 Trustpilot widget injection | MKT+HEU | Trust | 🟢 | €400–700k | MEDIUM | Dev + Content |
| F4 Payment / financing icon strip | MKT+HEU | Assurance | 🟢 | €170–275k | MEDIUM | Design + Dev |
| F3 Strip out-of-season BF/CM copy | HEU | Distraction | 🟢 | €110k | LOW | Content + Paid |
| F5 Rewrite H1 with brand promise + proof | HEU | Relevance | 🟢 | €60–110k | LOW | Content |
| Finding | Sources | Pillar | Effort | Modelled €/mo | Confidence | Owner |
|---|---|---|---|---|---|---|
| F2 Audit + redesign €18/mo upsell | MKT | Trust | 🟡 | €170–330k | MEDIUM | Product + Legal |
| F6 Mega-nav prioritisation | HEU | Clarity | 🟡 | €110k | LOW | Design + SEO |
| F8 Comparator + price-match badges | MKT+HEU | Value | 🟡 | €225k | LOW | Merch + Dev |
| F9 Stock-aware delivery ETA | MKT | Trust/Ease | 🟡 | €110k | LOW | Dev + Ops |
| Finding | Sources | Pillar | Effort | Modelled €/mo | Confidence | Owner |
|---|---|---|---|---|---|---|
| F7 WCAG 2.1 AA remediation (EAA 2025) | ACC | Ease | 🔴 | €25–60k + risk avoidance | LOW | Design + Dev |
| F10 CWV programme — INP + LCP | SEO | Ease | 🔴 | €170–330k at risk | LOW | Dev + SEO |
| Trust-architecture rebuild (per-pillar) | MKT+HEU+ACC | Trust | 🔴 | +1pp blended CVR | LOW | Cross-functional |
| Day | KPI | Baseline (modelled) | Target | Read-out |
|---|---|---|---|---|
| 30 | Homepage → PDP CTR | ~22% | +1.5pp | H1 + Trustpilot + assurance strip live |
| 30 | PDP CVR | ~2.7% | +0.4pp | Payment icons + financing teaser live |
| 60 | Checkout completion rate | ~55% | +3pp | €18/mo upsell remediated; ETA dynamic |
| 60 | Trustpilot incoming sentiment | Mixed | +0.3 stars rolling 30d | Post-checkout flow fixed |
| 90 | Blended site CVR | 2.5–3.0% | +0.8–1.4pp | Trust-architecture full launch |
| 90 | CWV pass rate (mobile) | Unknown | ≥75% | INP/LCP remediation milestones met |
Active sources: Market scan (web search across Trustpilot, Similarweb, ECDB, CNMC); Heuristic review of fetched homepage rendered output; Accessibility inspection of fetched markup.
Inactive sources: GA4, observational (Hotjar/Clarity), transcripts/interviews, paid search (SEA), and public CWV (PSI/CrUX not accessible in this run — recommend follow-up).
Data gaps: No funnel data → no conversion-rate baseline → all revenue figures derived from public revenue (€760M, 88% electronics share) and modelled pp uplift bands. No PDP/cart/checkout flow walked. Single-page heuristic only.
Confidence definitions: HIGH = 2+ sources cross-confirmed including data anchor; MEDIUM = single live source or 2 heuristic sources; LOW = heuristic only without data anchor. All revenue figures in this report are MODELLED ESTIMATES — directional, not GA4-validated.
Risk flags: Hidden subscription upsell may breach Spanish consumer law; EAA-2025 accessibility compliance in scope for any €2M+ Spanish retailer. Both recommend Legal review before next sprint.