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The CRO audit examines where visitors drop out and why. It runs against your connected store and analytics.

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What is checked

Speed and stability
  • Core Web Vitals on key templates, from field data
  • Mobile load performance specifically
  • Layout shift during load, which causes mis-taps and abandonment
Product pages
  • Specification completeness — missing attributes buyers need to decide
  • Image quality, count, and zoom
  • Shipping cost and delivery time visibility before checkout
  • Returns policy clarity
  • Review presence and prominence
  • Stock and variant clarity
Checkout funnel
  • Number of steps to purchase
  • Forced account creation
  • Point at which shipping cost is revealed
  • Payment method coverage
  • Form length and field friction
Mobile experience
  • Tap target sizing
  • Navigation and filter usability
  • Image and content layout at small widths
Trust
  • Contact details and returns visibility
  • Security and payment indicators
  • Review authenticity and volume

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How findings are prioritised

By expected revenue impact, not count. A checkout step causing 8% abandonment outranks fifty minor layout observations. The ordering usually falls out as:
  1. Anything blocking purchase on mobile
  2. Speed failures on product and checkout templates
  3. Missing information that prevents a decision
  4. Friction in the checkout sequence
  5. Trust and presentation refinements

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Using your analytics

The audit is more useful with Google Analytics connected, because behaviour data shows where people actually leave rather than where they might. Without conversion tracking configured in GA4, findings are based on page structure alone — still useful, but not funnel-aware.

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After the audit

Fixes ship with approval, within hours of sign-off. Larger changes are better run as A/B tests than shipped outright, particularly on high-traffic templates.

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Limits

The audit evaluates the store, not the offer. Pricing position, product quality, shipping cost competitiveness, and brand strength frequently matter more than anything on this list — and no amount of layout work fixes an uncompetitive offer.