66 Actionable Checks

Sell More Per Visit

Have Happier Customers

Improve Buyer Confidence

Improve Up-selling

Have Better Marketing


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OK | NOT Check Findings

Is the site architecture optimized for sales?

Certain side-wide features are usually pretty reliable for yielding more online sales.

This said, with everything related to conversion optimization (CRO) - and this entire audit - nothing is for certain. All changes should be subject to an A/B test to validate. So ultimately, for each step we are asking: has this particular concept been tested for a statistically significant sample and the results well-documented?

* We recommend Google Analytics Experiments for A/B testing in most scenarios.

Does the homepage prioritize a top-selling product?

Is there a "hot item" or "best-selling product" featured prominently above the fold?

Are categories organized by popularity?

If there are many products, log into Google Analytics and browse Behavior > Content Drilldown to determine popularity. Organize categories descending by popularity for best results.

If there aren't, simply mark this OK.

Are navigation links organized by popularity?

Look at Google Analytics to view top landing pages from organic:

Traffic Sources > Sources > Search > Organic > Landing Page

This may not necessarily be limited to product pages/categories.

If more than a few products, is there a search tool?

This will absolutely increase sales if you are selling more than one or two products. On average, visitors have extremely little patience for learning a navigation tree.

If there's only one or two products, simply mark this OK.

Does search autocomplete?

If there's a search tool, start to type a word or product into the search bar and see if the search bar autocompletes the word. This UX tweak proven to reduce friction and increase user/buyer confidence.

If there's no search tool, simply mark this OK.

Does search use suggestive tech to fix misspellings?

If there's a search tool, type a misspelled word or product into the search bar and see if the search bar autocorrects the word. This will increase the # of successful searches, which will increase sales.

If there's no search tool, simply mark this OK.

Are there adequate sorting/filtering features for products?

Are there unmet opportunities to sort by color, size, price, rating, etc.?

Hint: if site search is enabled and tracked in Google Analytics, you'll get better insights into what people are having trouble finding on their own. Here's how to check.

Is there a "best sellers" category?

This is recommended when there are greater than 50 products. In these cases, simply organizing categories to prioritize popularity is usually still leaving money on the table.

Once again, if there are less, simply mark this OK.

Do product pages use best practices?

Individual product pages present an enormous variety of opportunities to improve sales.

Are there plenty of reviews on all product pages?

Product pages should always contain social proof.

Sprinkle in reviews, testimonials, and/or case studies so that they're prominent.

Is a review engine used that supports schema.org?

For example, YotPo, for multiple products, or CustomerLobby, for a single product. You can verify using a free structured data testing tool.

This will insert little gold stars beneath your listing in search, or for any other review site/tool that happens to crawl your product pages. When reviews are mostly positive, this almost always improves sales.

Do reviews look like they're from real people?

Make note of any reviews/ratings that are from "anonymous" or "miscellaneous" or other nonsensical names and terms

Do reviews look fake?

Make note of any reviews that seem to be illegitimate, not based upon facts or outright "made up"/phony.

Is a call-to-action above-the-fold?

"Buy Now", "Purchase" "Get [product]" and other CTAs for product should not require scrolling and should be plainly visible and easy to click while viewing the product image & description.

Is above-the-fold text kept to a minimum?

You don't want "information overload" on your product pages. This is one of the most common causes for high bounce rates. A few sentences, usually in pretty large text, is usually plenty before the user has scrolled.

Give them a "minimum friction" path to purchase first, with further information available below, should they want it.

Is there a roadmap of A/B tests laid out?

Check with client or Squad members to see if an A/B testing roadmap has been created or is being implemented.

Is the # available shown early?

Product pages must give essential product information such as: image, price, options and availability. You shouldn't make consumers click an extra time for availability or # in stock information.

If stock is not limited, simply mark this OK.

Do stock #s highlight when low?

Do we call attention to low stock #s? This tends to improve sales through calling out scarcity.

If supply is not limited simply mark this OK.

Is there an "email me when available" feature?

If stock numbers are limited, is there an "email me when available" feature?

If supply is not limited simply mark this OK.

There are 46 more steps in this audit.


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