The Spetz

The Spetz is an eCommerce UX and CRO consultancy founded by Lihi Lothan, who has spent 18 years inside eCommerce, not as an outside observer, but doing the actual work of mapping buying systems and designing experiences that convert.

The Spetz works with eCommerce teams who know their store is underperforming but can't pinpoint why. Instead of another round of internal opinions and guesses, the process starts with evidence: a full-funnel audit that tracks real visitor behavior, hesitation points, and exit points across the entire purchase journey, not just isolated page tweaks.

Core services:

• eCommerce CRO Audits & Ongoing Optimization: a full store analysis across page structure, content, design, microcopy, email flows, and the purchase journey, delivered as a prioritized findings report with ready-to-run A/B test recommendations. Built to be executed, not filed away.
• eCommerce UX & CX Strategy: full-funnel UX specification work, including market research, competitive analysis, customer psychology and vertical mapping, brand positioning, and a development-ready functional spec for every page. Supports Shopify, Magento, WooCommerce, DTC, and B2B stores.
• Agentic Commerce Readiness: auditing and preparing stores to be discoverable and understandable to AI shopping agents (structured data, crawler access, protocols, content signals), without losing the human experience that makes a brand memorable.
• Lectures & Workshops: sessions on buying psychology and eCommerce UX for team offsites and conferences.

The Spetz has worked with brands including P&G, Nintendo, Nespresso, SodaStream, Ticketmaster, Danube, Strauss, and the Israel Innovation Authority.

Most CRO work starts with opinions about what looks broken. The Spetz starts with the full journey, what happens before someone lands on the store, not just what happens once they're on it, and hands over a plan built to be executed, not a report built to be filed away.