The 5-Minute
E-Commerce CRO Teardown
Walk through your store section by section. Check off what you've nailed, spot what's leaking conversions. Use it repeatedly as you build.
Homepage
0/6 complete
Clear value proposition visible above the fold
A visitor should know exactly what you sell and who it's for within 3 seconds — no scrolling required.
Hero image communicates your brand quality
The hero visual sets the perceived quality of your entire store. Low-res or stock photos kill trust instantly.
Primary CTA is prominent and benefit-driven
Button copy like "Shop Now" is weak. Use outcome-led copy: "Find My Fit" or "Build Your Bundle".
Social proof appears above the scroll midpoint
Reviews, press logos, or customer counts should appear before most visitors stop scrolling — typically within the first two screen heights.
Page loads in under 3 seconds on mobile
53% of visitors abandon pages that take longer than 3 seconds. Check with Google PageSpeed Insights.
Navigation is clean and shows top 4–5 categories only
Overcrowded nav increases decision fatigue. Ruthlessly cut anything that isn't a top-converting entry point.
Product Pages
0/6 complete
Multiple high-quality product images (5+) including lifestyle shots
Customers can't touch your product. Images are your sensory substitute. Include angles, context, scale, and texture.
Price anchoring or value framing is visible
Show compare-at pricing, per-use cost, or bundle savings to make the current price feel like a win — not a question.
Customer reviews with star ratings displayed on page
Reviews should appear before the add-to-cart button. Social proof at the point of decision reduces purchase anxiety.
Urgency or scarcity signal present (stock count, limited offer)
Low stock counts, countdown timers, or purchase notifications can lift conversion by 8–12% when used authentically.
Product description leads with customer benefit, not features
"Reduces back pain in 14 days" outperforms "lumbar support cushion with ergonomic design." Lead with the transformation.
Add-to-cart button is visually dominant and thumb-reachable on mobile
The buy button must have maximum contrast with the page. On mobile, it should be sticky or sit in the natural thumb zone.
Navigation & UX
0/5 complete
Site search is visible and functional
Visitors who use search convert at 2–3× the rate of browsers. Make the search bar prominent, not hidden.
Mobile menu is thumb-friendly and fast to open
Test your mobile menu with one hand. If it requires two taps to reach a category, it's losing you sales.
Collection pages have useful filters (size, color, price)
Shoppers with no way to filter a large catalog abandon. Prioritize the 2–3 attributes your buyers filter by most.
Breadcrumbs or back navigation present on product pages
Breadcrumbs reduce bounce rate by giving visitors a clear path back to the collection they came from.
404 and empty search results pages have helpful next steps
Dead ends cost you conversions. A useful 404 page with top categories and a search bar turns a dead end into a detour.
Checkout
0/5 complete
Guest checkout is available (no forced account creation)
Forced account creation is the #1 checkout abandonment reason. Always offer a guest path.
Trust badges are visible near the payment fields
Secure checkout seals, money-back guarantees, and SSL indicators reduce anxiety at the most friction-heavy moment.
Checkout form has minimal required fields
Every extra field reduces completion rate. Audit your checkout: remove anything not legally or operationally required.
Abandoned cart email sequence is live (3+ emails)
A 3-email abandoned cart series (1hr, 24hr, 72hr) recovers 5–15% of lost carts. This is the highest-ROI email you can send.
Multiple payment methods are accepted (card, Shop Pay, PayPal)
Each payment method you add captures a segment of buyers who would otherwise bail. Shop Pay alone can lift conversions by 18%.
Post-Purchase
0/5 complete
Order confirmation email arrives within minutes and feels on-brand
The confirmation email has the highest open rate of any email you send. Use it to reinforce trust, set expectations, and reduce buyer's remorse.
Post-purchase upsell or cross-sell is shown before order processing
A post-purchase upsell page (shown after payment but before fulfillment) can add 10–15% revenue without a new customer acquisition cost.
Review request email is sent 7–14 days after delivery
UGC and reviews compound. A single review-request email can generate a review on 3–5% of orders when timed correctly.
Packaging or unboxing experience is shareable
Premium packaging drives organic UGC, repeat purchases, and word-of-mouth. Even a branded tissue paper insert changes the perception of quality.
Return/exchange process is clearly communicated in advance
A visible, hassle-free return policy increases conversion by reducing the perceived risk of buying. Put it on product pages, not just the footer.
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