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E-COMMERCE CRO AUDIT™
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100+ Point Conversion Audit | Select YES / NO / N/A, add evidence, and prioritise the biggest leaks.
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SectionCheckpointStatusImpactEffortScorePriorityRecommended Fix
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1. Funnel & MeasurementTraffic source matches the product's actual buying intent.HighEasy
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1. Funnel & MeasurementAd/creative promise matches the landing/product-page promise.HighEasy
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1. Funnel & MeasurementLanding page message is consistent with the ad.HighEasy
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1. Funnel & MeasurementProduct-page views are tracked accurately.HighMedium
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1. Funnel & MeasurementAdd-to-cart events are firing accurately.HighMedium
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1. Funnel & MeasurementCheckout events are firing accurately.HighMedium
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1. Funnel & MeasurementPurchase events are firing accurately.HighMedium
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1. Funnel & MeasurementRevenue/value is being passed accurately to analytics.HighMedium
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1. Funnel & MeasurementUTM/source tracking is available for major traffic sources.MediumMedium
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1. Funnel & MeasurementYou can identify where the largest funnel drop-off occurs.HighMedium
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2. Above-the-Fold & First ImpressionThe product is immediately understandable on page load.HighEasy
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2. Above-the-Fold & First ImpressionProduct name is clear and specific.HighEasy
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2. Above-the-Fold & First ImpressionPrice is visible without excessive scrolling.HighEasy
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2. Above-the-Fold & First ImpressionPrimary product image is visible immediately.HighEasy
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2. Above-the-Fold & First ImpressionPrimary CTA is visible or clearly discoverable.HighEasy
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2. Above-the-Fold & First ImpressionOffer/discount is clearly communicated if applicable.HighEasy
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2. Above-the-Fold & First ImpressionKey benefit/value proposition is visible near the top.HighEasy
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2. Above-the-Fold & First ImpressionShipping/delivery information is visible or easy to find near the top.HighEasy
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2. Above-the-Fold & First ImpressionTrust signals are visible near the purchase decision.HighEasy
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2. Above-the-Fold & First ImpressionThe page does not overwhelm visitors with unnecessary elements above the fold.MediumEasy
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3. Product PresentationProduct images are high quality and professionally presented.HighMedium
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3. Product PresentationThe first image shows the product clearly without distraction.HighEasy
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3. Product PresentationMultiple product angles/views are available.MediumMedium
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3. Product PresentationProduct is shown in use or in context where relevant.HighMedium
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3. Product PresentationProduct scale/size is easy to understand.HighEasy
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3. Product PresentationImportant product details are visible in imagery where useful.MediumMedium
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3. Product PresentationVariant-specific images are available where relevant.HighMedium
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3. Product PresentationProduct video/demo is available where it meaningfully reduces uncertainty.HighMedium
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3. Product PresentationImages/video communicate the product experience, not just appearance.HighMedium
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3. Product PresentationImage gallery is easy to navigate on mobile.MediumEasy
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3. Product PresentationImages are optimised without obvious quality loss.MediumMedium
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3. Product PresentationMedia does not create excessive page-load delay.HighMedium
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4. Product Information & ObjectionsThe product's primary benefit is stated clearly.HighEasy
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4. Product Information & ObjectionsFeatures are translated into customer benefits.HighEasy
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4. Product Information & ObjectionsProduct specifications are easy to scan.MediumEasy
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4. Product Information & ObjectionsMaterials/ingredients/components are clearly stated where relevant.HighEasy
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4. Product Information & ObjectionsDimensions/size information is clear.HighEasy
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4. Product Information & ObjectionsCompatibility/use-case information is clear where relevant.HighEasy
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4. Product Information & ObjectionsInstructions for use are easy to find.MediumEasy
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4. Product Information & ObjectionsCare/maintenance information is available where relevant.MediumEasy
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4. Product Information & ObjectionsCommon customer objections are answered on the page.HighMedium
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4. Product Information & ObjectionsThe page explains who the product is for.MediumEasy
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4. Product Information & ObjectionsThe page helps visitors understand who it is NOT for when relevant.MediumEasy
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4. Product Information & ObjectionsFAQs address real pre-purchase questions rather than generic filler.HighMedium
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5. Price, Offer & ValuePrice is immediately understandable.HighEasy
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5. Price, Offer & ValueDiscounted price and original price are clearly distinguished when applicable.HighEasy
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5. Price, Offer & ValueSavings amount/percentage is clear when genuinely offered.MediumEasy
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5. Price, Offer & ValueThe value proposition justifies the price.HighMedium
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5. Price, Offer & ValuePrice is framed against a meaningful benefit or outcome.HighMedium
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5. Price, Offer & ValuePromotional terms are clear and truthful.HighEasy
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5. Price, Offer & ValueOffer expiry/deadline is genuine if urgency is used.HighEasy
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5. Price, Offer & ValueBundles are offered when they make sense.MediumMedium
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5. Price, Offer & ValueQuantity discounts are offered where commercially viable.MediumMedium
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5. Price, Offer & ValueFree-shipping threshold is communicated where applicable.MediumEasy
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5. Price, Offer & ValuePrepaid incentives are communicated where applicable.MediumEasy
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5. Price, Offer & ValueThe page avoids unnecessary discount clutter.MediumEasy
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6. CTA, Variants & Purchase ControlsPrimary CTA is visually prominent.HighEasy
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6. CTA, Variants & Purchase ControlsCTA wording communicates the action clearly.HighEasy
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6. CTA, Variants & Purchase ControlsCTA remains usable after product information is reviewed.HighMedium
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6. CTA, Variants & Purchase ControlsAdd-to-cart button works reliably.HighMedium
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6. CTA, Variants & Purchase ControlsBuy-now/express checkout is available when appropriate.MediumMedium
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6. CTA, Variants & Purchase ControlsVariant selection is obvious.HighEasy
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6. CTA, Variants & Purchase ControlsRequired variants cannot be accidentally skipped.HighMedium
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6. CTA, Variants & Purchase ControlsVariant names are understandable.MediumEasy
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6. CTA, Variants & Purchase ControlsUnavailable variants are clearly marked.MediumEasy
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6. CTA, Variants & Purchase ControlsSize selector is easy to use where applicable.HighEasy
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6. CTA, Variants & Purchase ControlsSize chart is easy to access where applicable.HighEasy
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6. CTA, Variants & Purchase ControlsQuantity selector is intuitive.MediumEasy
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7. Trust, Reviews & Social ProofReview rating is visible near the purchase decision.HighEasy
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7. Trust, Reviews & Social ProofReview count is visible.HighEasy
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7. Trust, Reviews & Social ProofReviews contain specific product experiences.HighMedium
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7. Trust, Reviews & Social ProofReviews address common purchase objections.HighMedium
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7. Trust, Reviews & Social ProofCustomer photos/videos are shown where available.HighMedium
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7. Trust, Reviews & Social ProofReviews are easy to browse/filter where volume justifies it.MediumMedium
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7. Trust, Reviews & Social ProofTestimonials are credible and relevant.MediumEasy
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7. Trust, Reviews & Social ProofResults/case studies are shown where applicable.HighMedium
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7. Trust, Reviews & Social ProofAuthenticity/genuineness claims are supported by proof where relevant.HighMedium
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7. Trust, Reviews & Social ProofContact/support information is easy to find.HighEasy
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7. Trust, Reviews & Social ProofBusiness identity is clear and credible.MediumEasy
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7. Trust, Reviews & Social ProofThe page avoids fake scarcity, fake reviews or misleading social proof.HighEasy
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8. Shipping, COD, Returns & Risk ReversalShipping cost is clear before checkout.HighEasy
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8. Shipping, COD, Returns & Risk ReversalEstimated delivery date/timeframe is visible.HighMedium
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8. Shipping, COD, Returns & Risk ReversalPincode/serviceability checker is available where useful.HighMedium
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8. Shipping, COD, Returns & Risk ReversalFree-shipping eligibility is clear.MediumEasy
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8. Shipping, COD, Returns & Risk ReversalCOD availability is clear where applicable.HighEasy
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8. Shipping, COD, Returns & Risk ReversalCOD charges/restrictions are clear where applicable.HighEasy
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8. Shipping, COD, Returns & Risk ReversalPrepaid vs COD benefits are clearly communicated where applicable.MediumEasy
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8. Shipping, COD, Returns & Risk ReversalReturn policy is easy to access from the product page.HighEasy
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8. Shipping, COD, Returns & Risk ReversalReturn window is clearly stated.HighEasy
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8. Shipping, COD, Returns & Risk ReversalRefund process/timeline is clearly stated.HighEasy
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8. Shipping, COD, Returns & Risk ReversalExchange policy is clear where applicable.HighEasy
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8. Shipping, COD, Returns & Risk ReversalWarranty/guarantee is visible where applicable.MediumEasy
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8. Shipping, COD, Returns & Risk ReversalThe page reduces perceived purchase risk before the CTA.HighMedium
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9. Mobile CROProduct page is easy to use on a small screen.HighMedium
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9. Mobile CROPrice and primary CTA are easy to find on mobile.HighEasy
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9. Mobile CROImages are swipeable and easy to inspect.MediumEasy