Ecommerce CRO audit
An ecommerce CRO audit finds where shoppers, and the AI agents acting for them, leave your store without buying, then ranks what to fix by the revenue at stake. Convertica's free CRO audit app runs on your store page while you watch: enter your store's address and email to start. Below is the eight-step process to audit your store yourself.
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Your store audit
Each check is scored out of 100 in your audit.
First impressions
Is your offer immediately clear?
/100, scored in your audit
Calls to action
Are visitors guided toward the next step?
/100, scored in your audit
Forms & friction
What's stopping visitors from converting?
/100, scored in your audit
Trust & credibility
Are there enough reasons to believe?
/100, scored in your audit
Mobile experience
Does everything work beautifully on mobile?
/100, scored in your audit
Page performance
Is speed affecting the experience?
/100, scored in your audit
AI visibility & agent readiness
Can AI agents understand your offering?
/100, scored in your audit
SEO fundamentals
Can search engines understand your page?
/100, scored in your audit
An ecommerce CRO audit is a structured review of an online store that finds where shoppers drop out between landing and payment, explains why, and ranks the fixes by the revenue at stake. It covers the analytics, the store funnel, every page type from collection to checkout, and whether AI agents can read the product data.
An ecommerce CRO audit is a structured review of an online store that finds where shoppers drop out between landing and payment, explains why, and ranks the fixes by the revenue at stake. It covers the analytics, the store funnel, every page type from collection to checkout, and whether AI agents can read the product data. It ends in a prioritized plan, not a redesign.
Three things set it apart from a general CRO audit. It follows the buying path: collection, product, cart, checkout and the order after. It judges findings in money, revenue per visitor and average order value, because a change that lifts conversion rate by discounting can still lose revenue. And it audits templates rather than single pages: on most store platforms one product template serves every product, so one fix reaches the whole catalog.
It is also not an ecommerce SEO audit. An SEO audit asks why shoppers cannot find the store in search. An ecommerce CRO audit asks why shoppers who already arrived do not buy. A store needs both; the guide to SEO and conversion optimization explains how they fit together.
Convertica's free CRO audit is an app that reads one page of your store the way a shopper and an AI agent would, and ranks what it finds by likely impact. It runs the eight checks below, each scored out of 100, gives the page an overall score out of 100, and the free report shows three fixes you can make now. The full report, $97, has every finding, including the high impact ones, with how to implement each fix.
| Check | What it looks at on a product page |
|---|---|
| First impressions | Whether a shopper can tell what the product is, what it costs and why to buy it here without scrolling |
| Calls to action | Whether Add to Cart is visible, clear and not competing with other buttons, on desktop and phone |
| Forms and friction | Variant pickers, quantity, subscription choices and anything between intent and the cart |
| Trust and credibility | Reviews, guarantees, returns, delivery and contact details, and how close they sit to the button |
| Mobile experience | Layout, text size, tap targets and whether Add to Cart stays reachable on a phone |
| Page performance | How fast the product page loads and settles, including images and app scripts |
| AI visibility and agent readiness | Whether an agent can read the product, price, availability, shipping and returns from the page |
| SEO fundamentals | Whether the product page's title, headings, description and indexing make clear to search engines what the product is |
The app reads the page only. It cannot see your analytics, so it cannot tell you where your real shoppers drop off. For that, follow the eight steps below.
An ecommerce CRO audit covers six stages of the store funnel: landing, product discovery, the product page, the cart, the checkout and the order after it. For each stage it measures how many shoppers get through, finds where the drop is worst by device, and gathers evidence on why, from recordings, polls, reviews and test orders.
| Stage | Measure | Evidence |
|---|---|---|
| Landing | Sessions that go on to view a product, by traffic source | Landing page reports, ad and email links, the first screen on a phone |
| Discovery | Clicks from collections and search to products; searches with no results | Site search reports, filter use, heatmaps on collection pages |
| Product page | Add-to-cart rate per template and per product line | Recordings, product page polls, reviews, pre-sale support questions |
| Cart | Cart to checkout rate | Recordings, discount code use, shipping cost display |
| Checkout | Checkout completion, by device and payment method | Test orders, error messages, checkout reports |
| After the order | Repeat purchase rate, subscription take rate, average order value | Order data, post-purchase surveys, return reasons |
To do an ecommerce CRO audit, reconcile analytics with real orders, build the store funnel by device, find the leakiest template, audit each page type in the buying path, place test orders, read what shoppers say, check the product data for AI agents, then rank every finding by revenue at stake. A careful first pass takes a few days.
Compare purchases and revenue in your analytics with the orders in your store platform for the same weeks. Look for test orders, refunds, payment methods that skip the confirmation page, and a checkout on another domain that breaks tracking. Fix the gap before trusting any other number.
Record sessions, product views, add to carts, checkouts started and orders. Split each step by device, traffic source and new versus returning shoppers. Write down the step with the biggest drop on a phone: it is usually where the audit pays off first.
Group pages by template, not by URL: product, collection, cart, checkout, home. Rank them by traffic and by drop-off. If one product line converts far worse than the others, check whether it uses a different template, has weaker photos or answers fewer questions.
Go through every page type as a first-time shopper on a phone, using the questions in the next section. Note each point where you hesitate, hunt for information or have to scroll back.
Buy something through every payment method you offer, with and without a discount code, as a guest and with an account, and to more than one shipping country if you sell abroad. Note every surprise, every error message and every field you could remove.
Run a one-question poll on the product or cart page, such as what almost stopped you buying today. Read reviews, return reasons and support emails for repeated questions. Every question asked twice is a gap on the page.
View the product page source. Price, availability, variants, shipping and returns should be in the HTML, not added later by a script. Test the page's structured data with Google's Rich Results Test and check that it matches what the page shows.
For each finding, write the change, the result you expect and why. Score it on impact, confidence and effort, and weight impact by how much revenue passes through that template. Fix clear breakages now and A/B test the rest.
For the general audit method, the ICE and PIE scoring models and the difference between CRO, UX and SEO audits, see the CRO audit guide.
Check each store page type against the job it has in the buying path. The homepage and landing pages must say what the store sells and route shoppers to products. Collections and search must help them find the right product. The product page must answer every question before Add to Cart. The cart and checkout must remove every surprise.
The guide to ecommerce checkout optimization covers each of these checks in more depth.
When Convertica audited the product page of JustThrive, a health supplement store, it concluded there were two big things to address. The first was the customers: motivated buyers who had been let down by supplement companies before, so trust had to be earned near the point of decision. The second was choice: the page offered several variations of one product, and choosing at the moment of purchase creates friction.
Both findings became split tests. The first variation put a guarantee, secure payment and shipping icons beside the Add to Cart button and cleared clutter around the product images. The second made the auto-ship subscription the default option. The full story, with every figure, is in the JustThrive case study.
The pattern is common: an audit of one template turns up a trust problem and a choice problem, and testing, not opinion, decides what to keep.
eCommerce
A health supplement store wanted more auto-ship subscriptions and a better return on ad spend. Two split tests ran one after the other, the second against the first winner.
+101.82%
Revenue, cumulative across two sequential split tests, 7 December to 24 March
Source: JustThrive, revenue, two sequential split tests, Dec to Mar
Read the JustThrive case study: JustThrive: two sequential split tests on a supplement store
The audit steps are the same on every store platform. What changes is what you are allowed to change. On Shopify, most of the checkout belongs to Shopify, and apps add scripts to every page, so the audit concentrates on templates, the cart and the app list. On WooCommerce and other self-hosted platforms you control the checkout too, and plugins and hosting set the speed. On Amazon, the platform owns the page, so the audit is of the listing: title, images, bullet points, A+ content, price and reviews.
CRO advisory
An audit is only useful if it changes what your store builds next. Fix what is broken, test what is uncertain, judge every change on revenue per visitor, and keep a record of every test, including the ones that lost.
If you want help with that, Convertica's CRO advisory turns your free audit into a plan and works through it with you. It is led personally by founder Kurt Philip, with Convertica's CRO team, and your team builds the changes. Advisory is priced after your audit, and places are limited. If you would rather not build the changes, full implementation has Convertica's team build the fixes from your audit, priced the same way.
I was very impressed by how specific and to the point Convertica was in their audit. They really don't beat around the bush and they provide you with clear objectives that will improve your conversion rates and provide you a return on your investment.
An ecommerce CRO audit is a structured review of an online store that finds where shoppers drop out between landing and payment, explains why, and ranks the fixes by the revenue at stake. It covers analytics, the store funnel, each page template from collection to checkout, and whether AI agents can read the product data. It ends in a prioritized list of fixes and tests.
An ecommerce CRO audit follows the store's buying path: collection, product, cart, checkout and the order after. It judges findings in revenue per visitor and average order value, not just conversion rate, and it audits templates rather than single pages, because one product template serves every product. The general method is in Convertica's CRO audit guide.
An ecommerce CRO audit includes a check that analytics match real orders, a funnel from product view to purchase split by device, a review of every page type in the buying path, test orders through the checkout, research into what shoppers say, a speed and mobile check, an agent readiness check of the product data, and a ranked plan of fixes and tests.
A first pass on your own store usually takes a few days of focused work, plus time to collect enough session recordings and poll answers to see patterns. Testing what the audit finds takes longer, because each A/B test needs enough orders to reach a reliable result.
Run a full ecommerce CRO audit about once a year, and again after a redesign, a platform or theme change, a big shift in where your traffic comes from, or a drop in revenue per visitor you cannot explain. Run a lighter check before peak season and whenever you change the cart or checkout.
You need your store platform's order reports, an analytics tool with ecommerce events set up, such as Google Analytics 4, a heatmap and session recording tool, a way to poll shoppers, a speed test such as PageSpeed Insights, and a structured data test such as Google's Rich Results Test for the product pages.
Yes. Enter your store's address and your email on this page, and the free CRO audit app runs right away: you watch it check your page live, and Convertica emails you the report too. The eight steps on this page show how to audit the rest of your store yourself.
Convertica's CRO audit is free. CRO advisory, if you want help acting on what it finds, is priced after your audit. Doing an ecommerce CRO audit yourself costs your time plus any tool subscriptions, such as a session recording or poll tool.
Fix what is clearly broken, A/B test what is uncertain, and judge every change on revenue per visitor. You can do that with your own team, or with Convertica's CRO advisory, led personally by founder Kurt Philip with Convertica's CRO team. Advisory is priced after your audit, and places are limited.