This is the working checklist behind our store audits — the same categories, in the same order. All you need is your phone (not WiFi — use mobile data, like your customers) and 30 honest minutes.

Score each item pass/fail. Be brutal; your revenue already is.

Product page (where money is made or lost)

1. Add to Cart visible without scrolling on a phone — or a sticky bar brings it back
2. Price visible next to the buy button, not somewhere above the fold line
3. Shipping time + cost answer within one thumb-scroll of Add to Cart
4. Returns policy one tap away from the product page
5. Reviews visible ON the page (not just installed in an app)
6. Description answers: what is it, who's it for, why this one, what to expect
7. Main product image loads in under ~2.5s on mobile data
8. Page doesn't visibly jump around while loading
9. Variant selection can't produce "sold out" surprises after selection

Homepage

10. A first-time visitor understands what you sell in 3 seconds
11. One primary call-to-action above the fold (not four competing ones)
12. Loads in under 3 seconds on a phone
13. Navigation has 7 or fewer top-level items

Cart and checkout

14. Cart opens instantly (drawer or page) with no redirect chain
15. Shipping cost visible in cart — before checkout, not as a surprise inside it
16. Guest checkout available (no forced account creation)
17. The coupon field doesn't dominate (a visible empty coupon box sends shoppers to Google hunting codes)
18. Express payment options present (Shop Pay / Apple Pay / Google Pay)

Trust

19. Real contact information findable in under 10 seconds
20. About page with actual humans or story (faceless stores convert worse)
21. Policies pages exist and are linked in the footer
22. No broken links or placeholder text anywhere a shopper lands

Speed and tech

23. Mobile Lighthouse above ~50 on product pages
24. Images sized for their display size (not 1400px art in a 300px slot)
25. No leftover scripts from deleted apps

Tracking (invisible, decisive)

26. GA4 ecommerce events actually firing: view_item, add_to_cart, begin_checkout, purchase
27. Meta Pixel purchase event firing with value — otherwise your ads optimize blind

Scoring honestly

  • 22+ passes: your store is genuinely solid — your growth lever is probably traffic or offer, not CRO
  • 15–21: typical, and typically fixable — the gap between you and "solid" is usually 2–4 weeks of focused work
  • Under 15: every rupee/dollar of ad spend is pouring through holes; fix before you scale traffic

The honest catch with DIY audits

Checklists find categories of problems. What they can't tell you is which specific issue on which specific page costs you the most — that requires actually crawling every template, measuring every load, and inspecting every tracking call.

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Not sure which of these is hurting YOUR store? We built a free tool that checks all of it automatically — it crawls your store the way a real shopper does (on a phone, from first visit to checkout) and sends you a report naming your actual products and pages, in about 15 minutes. [Get your free store audit →](/free-audit)

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Whichever route you take: fix the top three items first, re-measure, then move down the list. Ranked focus beats scattered fixes every time.