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/ Store website audit

A store audit as a business system, not a visual checklist

Type: Demonstration report · Mode: Synthetic data and full module coverage · Period: Synthetic 30 day window

We connect ad promise, navigation, product, checkout, measurement and economics. Every task has evidence, an owner and acceptance criteria.

2 · fix1 · investigate
About this report and how to read the metrics

The store and metrics are synthetic. This demonstrates depth, not a client result.

01 / in short

Summary

The main gap sits between product and checkout. A full redesign is not justified before delivery clarity and the mobile variant defect are fixed.

  • Fix: Show delivery, returns and availability before the CTA.
  • Simplify: Resolve the mobile variant state defect in the shared template.
  • Do not rebuild everything: Preserve category architecture and the checkout platform.
All metrics
Metric Value
product views · synthetic snapshot 1,000
carts · 8.2% of views 82
checkout starts · 42.68% of carts 35
purchases · 51.43% of starts 18
02 / audit map

What we checked.

Each tile is one area we checked. Select it to open the finding.

01 / product, cart and checkoutFixDelivery and returns appear after the decisionThis may explain loss before cart, but six complete cards do not provide causal proof.02 / mobile QA and session modelFixThe mobile variant selector loses stateThis template defect risks a wrong order. Simple products are unaffected, so no full redesign is needed.03 / synthetic funnel and cart reviewInvestigateLow cart to checkout may be offer, not interfacePricing surprise is plausible, but comparison, saved carts and seasonality are alternatives.
03 / where to start

First steps.

First, what every later decision depends on.

  1. 01Fix variant state and align terms.→ Selection persists on 12 / 12 products, and commercial terms match across product, cart and checkout.
  2. 02Publish delivery block and CRO test.→ The test changes one block, AOV and margin remain within guardrails, and breaching a guardrail stops the test.
  3. 03Improve merchandising by SKU economics.→ Every prioritized SKU has recorded margin, stock and demand evidence.

The full plan is in the detailed review below.

04 / findings

Every finding in three lines.

Numbers and evidence for your marketer sit under “details”.

Fix01 / product, cart and checkout · confidence high

Delivery and returns appear after the decision

What we see
24 of 30 products do not show shipping cost and time near the CTA.
Why it matters
This may explain loss before cart, but six complete cards do not provide causal proof.
What we do
The product manager and product designer add one shared block. Acceptance: 30 / 30 products show terms before CTA and match checkout and policy.
details for the specialist
Details
Source: product, cart and checkout. Period: snapshot. Status: synthetic. Confidence: high. Coverage: 30 products and two checkout journeys.
Fix02 / mobile QA and session model · confidence high

The mobile variant selector loses state

What we see
On 4 of 12 products, gallery use resets selection and the CTA adds the default variant.
Why it matters
This template defect risks a wrong order. Simple products are unaffected, so no full redesign is needed.
What we do
The frontend engineer fixes component state. Acceptance: selection persists through gallery, cart and back navigation on 12 / 12 products with an automated regression.
details for the specialist
Details
Source: mobile QA and session model. Period: snapshot. Status: synthetic. Confidence: high. Coverage: 12 variant products and two browsers.
Investigate03 / synthetic funnel and cart review · confidence medium

Low cart to checkout may be offer, not interface

What we see
35 / 82 = 42.68%; shipping threshold first appears in cart.
Why it matters
Pricing surprise is plausible, but comparison, saved carts and seasonality are alternatives.
What we do
The CRO specialist tests earlier delivery messaging. Acceptance: checkout starts / eligible carts, AOV and margin guardrails, one variable and a stop rule.
details for the specialist
Details
Source: synthetic funnel and cart review. Period: 30 days. Status: metric plus hypothesis. Confidence: medium. Coverage: 82 carts and 35 starts.
Full findings table

Findings

Area Finding Evidence Why it matters What we do Confidence Decision Details
product, cart and checkout Delivery and returns appear after the decision 24 of 30 products do not show shipping cost and time near the CTA. This may explain loss before cart, but six complete cards do not provide causal proof. The product manager and product designer add one shared block. Acceptance: 30 / 30 products show terms before CTA and match checkout and policy. high Fix Source: product, cart and checkout. Period: snapshot. Status: synthetic. Confidence: high. Coverage: 30 products and two checkout journeys.
mobile QA and session model The mobile variant selector loses state On 4 of 12 products, gallery use resets selection and the CTA adds the default variant. This template defect risks a wrong order. Simple products are unaffected, so no full redesign is needed. The frontend engineer fixes component state. Acceptance: selection persists through gallery, cart and back navigation on 12 / 12 products with an automated regression. high Fix Source: mobile QA and session model. Period: snapshot. Status: synthetic. Confidence: high. Coverage: 12 variant products and two browsers.
synthetic funnel and cart review Low cart to checkout may be offer, not interface 35 / 82 = 42.68%; shipping threshold first appears in cart. Pricing surprise is plausible, but comparison, saved carts and seasonality are alternatives. The CRO specialist tests earlier delivery messaging. Acceptance: checkout starts / eligible carts, AOV and margin guardrails, one variable and a stop rule. medium Investigate Source: synthetic funnel and cart review. Period: 30 days. Status: metric plus hypothesis. Confidence: medium. Coverage: 82 carts and 35 starts.
05 / limitations and scope

Limitations and scope

Limitations: SKU margin and qualitative drop reasons are unknown, so no financial upside is claimed.

Coverage: 30 products across categories, prices, stock and variants, five templates and two device journeys.

Sources:

  • Home, category, search and 30 products
  • Cart and checkout on two devices
  • Trust, policies and Merchant signals
  • Synthetic GA4 funnel and backend
06 / detailed review

Full data for your marketer.

Every table and calculation from the audit. Owners can skip it.

Plan

Plan

What Who Result Horizon
Fix variant state and align terms. Frontend engineer and ecommerce manager Selection persists on 12 / 12 products, and commercial terms match across product, cart and checkout. 7 days
Publish delivery block and CRO test. Product manager and CRO specialist The test changes one block, AOV and margin remain within guardrails, and breaching a guardrail stops the test. 30 days
Improve merchandising by SKU economics. Growth lead and merchandising manager Every prioritized SKU has recorded margin, stock and demand evidence. 90 days
Measurement

Measurement

Status: Funnel reconciled with the backend model

1,000 product views produced 82 carts, 35 checkout starts and 18 purchases. Rates are 8.2%, 42.68% and 51.43%, calculated from those components.

What already works

What already works

Preserve category architecture and checkout platform

Evidence: Navigation covers major intents, checkout completes orders and blockers are localized to the product template.

Decision: No replatforming without a proven platform ceiling and business case.

Target state and change rules

Target state and change rules

Target state: The product explains terms before the CTA, variant state persists, checkout is measured, and catalog priorities use demand and margin.

How we test: The state defect is fixed first, followed by a separate test of earlier delivery messaging.

When we roll back: The test stops if purchases, average order value, or margin falls; the technical defect does not roll back to the wrong variant behavior.

Full audit map

Full audit map

23 checks

The three decisions above give an executive summary. The complete review register below shows the checks behind those decisions.

This is a demonstration excerpt: 23 checks from the paid audit's 110-point methodology. The store and metrics are synthetic. A report for your store adds sources, owners, and working evidence to the findings.

Offer, trust, and commercial terms

Purchase terms should be known before the CTA and written consistently across the journey.

Check Priority Decision Recommended action Evidence
ST-01 P0 Fix Show delivery beside the CTA on all 30 products. Cost or timing appears later on 24 of 30 products.
ST-02 P1 Align Use one return-policy statement. The product, cart, and policy should not create different expectations.
ST-03 P2 Prove Add specific trust evidence. Generic badges without explanations do not address the buyer's risk.
ST-04 P2 Show Expose stock and dispatch timing before the decision. The statement must reflect the actual product state.
ST-05 P3 Protect Do not overload the CTA with extra messages. Terms support the decision but should not compete with the primary action.

Catalog, search, and merchandising

The category architecture works; selection and SKU economics need development.

Check Priority Decision Recommended action Evidence
ST-06 P1 Fix Show active filters and their effect. The shopper should understand why the list changed.
ST-07 P1 Verify Handle zero-result searches. Synonyms and suggested categories preserve high-intent demand.
ST-08 P2 Protect Keep the clear category hierarchy. It covers the main intents and is not a confirmed blocker.
ST-09 P2 Segment Add margin and stock to SKU priority. Popularity without economics can promote an unprofitable product.
ST-10 P3 Monitor Maintain a zero-result query list. Repeated demand informs both catalog and content work.

Product page and mobile state

A full redesign is unnecessary; there is a specific variant-state defect.

Check Priority Decision Recommended action Evidence
ST-11 P0 Fix Keep the selected variant after gallery use. The mobile journey resets selection on four of 12 products.
ST-12 P0 Test Add the active variant to cart. Adding the default variant risks an incorrect order.
ST-13 P1 Show Tie price and stock to the active variant. Changing an option should immediately update commercial state.
ST-14 P2 Explain Add concise size or compatibility guidance. Guidance reduces uncertainty without adding another step.
ST-15 P3 Protect Keep simple products free of variant logic. The defect belongs to the product-variant template, not the whole catalog.

Cart, checkout, and measurement

The 42.68% rate locates risk between cart and checkout, while the cause still needs a controlled test.

Check Priority Decision Recommended action Evidence
ST-16 P1 Investigate Test earlier delivery-threshold visibility. 35 / 82 = 42.68%; the threshold first appears in cart.
ST-17 P1 Reconcile Trace one purchase from UI to analytics. Transaction ID, value, and items must pass without a duplicate.
ST-18 P2 Protect Do not change checkout platform without a blocker. In the synthetic model, 18 of 35 starts complete a purchase.
ST-19 P2 Measure Capture payment-error reasons without personal data. A rejection and a technical error need different actions.

SEO, GEO, and quality control

Visibility develops after friction is removed, with a stable set of control templates.

Check Priority Decision Recommended action Evidence
ST-20 P1 Align Match Product schema to the active variant. Markup price and stock must match the visible page.
ST-21 P2 Develop Answer selection and delivery questions. A verifiable answer helps both the shopper and AI systems.
ST-22 P2 Monitor Check five templates on two devices. A template regression scales across the catalog.
ST-23 P3 Document Assign every quality signal to an accountable role. An alert without ownership does not become a fix.
Method and appendices

Method and appendices

  • Five-template and two-device map
  • 23-finding register with accountable roles
  • Funnel reconciliation and ecommerce event dictionary
  • QA scenarios, monitoring, and release log
What the client gets

What the client gets

  • Owner decision
  • Template evidence map
  • Funnel reconciliation
  • Implementation ready tasks
  • Platform feasibility and recheck
/ next step

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