Very few elements of reassurance visible at this stage.

[mdsojolh444]

Step 1 > Handrail. You have to choose a handrail without a photo, which is a real obstacle to conversion. Here too, the display of the two prices (excluding VAT & including VAT) complicates reading
Step 2 > Overall OK. A similar presentation should be adapted for the handrails. Be careful when there are more than 6 types of filling, the display on two lines does not work correctly.
Step 3 > The first element that we see is Number of characters, while it is a very secondary data. be much more directive "in millimeters" to avoid any confusion. (The choice of mm seems surprising to me > is it an error and the unit is in meters?
Step 4 > We now understand that the prices displayed are in meters from the beginning. It could be considered to indicate the unit of prices from the category prices. Number of angles: OK
Step 5 > Specify again that the price unit indicated is per meter, for people who are bad at mathematics, this can give a strange impression. Also explain how many posts are planned for the requested size.
Step 6 > Same remark
Step 7 > No presentation, even a quick one, of the accessories. No photos, which does not help to select options, even those that may be of interest.
CTA “Add to cart” doesn’t seem aggressive enough to me. When the user has spent so much time preparing their guardrail, they need to be sent to the payment page as quickly as possible.

Replacing with "Order" would be more effective. On such high average chinese overseas asia database baskets, cross-sell proposals should be more secondary. (edited)

Payment funnel

Objective > Direct the user as quickly as possible to the payment pageWe enter a second funnel, It's getting really long! We are at the 12th step from the home page, and I am told 5 new ones.

Delivery method: There is no notion of delivery time regardless of the options, which seems important for an order of several thousand euros.

Please note, we get to the "payment information" stage and we have no summary of the total amount of the order, while the delivery costs are added.

It would be appropriate to have the order amount in the sidebar and, again, some reassurance elements.

SEO analysis of Inox Design by Grégoire Vigneron
I know that you are accompanied / advised on SEO. It is always delicate to comment on the work of others, so I will try to be as concrete as possible on a large number of points.

Visibility and Competition

For the main keywords, the top results are dominated by Adwords and Google Shopping (e.g.
Even with good natural referencing, it is essential to be present in SEA to be visible.
The site was not present on the tested keywords (as of May 24, 2016).
URL structure and navigation

The structure of URLs should reflect the structure/hierarchy of the content.
Here the product sheets are at the root of the site and not in categories / subcategories.
Ex. /poteaux.html > /poteaux/depart-mural-de-garde-corps.html > /poteaux/depart-mural-de-garde-corps/plat-solution-murale.html > /solution-plat-depart- mural-guardrail.html
A classic URL structure in e-commerce: /category/subcategory/product.html
On the same principle, it is recommended to allow certain parts of URLs to be removed.
So with a base URL /category/subcategory/product.html, /category/subcategory/ should exist and logically return the list of products in the subcategory.
Ex. /posts/guardrail-wall-starter/flat-wall-solution.html VS. /posts/guardrail-wall-starter/
Beware of duplicate URLs (/garde-corps.html VS. /garde-corps.html/)
Be careful with the number of links per page, which dilute their effect when there are too many of them and should never exceed 100 (the home page has 268 links!)
Be careful with blocks containing too many links: they are clearly intended for search engines and not for users and are therefore penalizing (40+ links in the footer).
Technical

It is recommended to switch to HTTPS (if not for SEO, then at least for security reasons on pages that require entering personal information such as passwords)

Content: There are major content quality issues. Some examples:

Grammar and spelling

Grammatical and spelling quality is an important signal.
Ex. /railing-norms: “The Railing Standards must be respected” (the content of this page is clearly created for keyword density issues and not for the user)
Even in the images…