The Shopify Audit: 15-Point Checklist to Spot Why Your Store Isn’t Converting
Running a Shopify store isn’t just about getting traffic — it’s about turning that traffic into paying customers.
If your Shopify sales feel stuck, the problem usually isn’t your ads or your traffic… it’s your store itself.
That’s where a Shopify Audit comes in.
In this guide, I’ll walk you through a 15-point Shopify Conversion Checklist that we use at Shopipoint to uncover why stores don’t convert — and how to fix them. By the end, you’ll know exactly where your bottlenecks are and what to do next.
👉 Bonus: If you want us to run this audit for free and send you a detailed action plan click here to book
Why Every Shopify Store Needs an Audit
Think of your store like a leaky bucket. You keep pouring water (traffic) in, but if there are holes (conversion issues), you’ll never fill it up.
Most Shopify stores leak sales because of:
- Slow loading speeds
- Confusing layouts
- Weak product pages
- No trust signals
- Clunky checkout flow
An audit identifies these leaks so you can patch them and scale profitably.
Now, let’s dive into the 15-point checklist.
✅ 15-Point Shopify Audit Checklist
1. Site Speed & Performance
- Does your site load in under 3 seconds?
- Are you compressing images and minimizing apps/scripts?
- Mobile speed (measured in Google PageSpeed Insights) is especially critical.
- 💡 Fix: Use Shopify’s built-in speed optimizer, lazy-load images, and cut unnecessary apps.
- 👉 Pro Tip: Every 1-second delay in load time can drop conversions by 7%.
2. Mobile Optimization
- Over 70% of Shopify sales happen on mobile.
- Does your mobile site scroll smoothly?
- Is the add-to-cart button sticky and visible?
- Are images properly sized (no pinching/zooming)?
- 💡 Fix: Test your store on multiple devices. Optimize buttons, images, and menus for thumbs, not cursors.
3. Above-the-Fold Section (First Impression)
- Does your homepage immediately show what you sell?
- Is your value proposition clear within 5 seconds?
- Do you have a clear “Shop Now” CTA in the hero section?
- 💡 Fix: Replace generic sliders with one strong, benefit-driven hero banner.
4. Navigation & Menu Structure
- Is your navigation simple (max 5–6 top categories)?
- Do you use descriptive labels (e.g., “Men’s Running Shoes” instead of just “Products”)?
- Is your search bar easy to find?
- 💡 Fix: Think Amazon-simple, not agency-fancy.
5. Product Page Design
- Do product pages answer every buyer question?
- High-quality images (multiple angles, lifestyle shots)?
- Clear product benefits (not just features)?
- Social proof (reviews, ratings, testimonials)?
- 💡 Fix: Add comparison charts, FAQ sections, and customer images.
6. Product Descriptions
- Are your descriptions benefit-driven instead of feature-only?
- Do you highlight what makes your product unique?
- Do you use formatting (bullets, bold, short paragraphs)?
- 💡 Fix: Write copy like you’re selling the transformation, not just the item.
7. Pricing & Offers
- Do you use psychological pricing (e.g., $29 vs $30)?
- Do you offer bundles, upsells, or quantity discounts?
- Do you clearly show savings or urgency?
- 💡 Fix:Use apps for bundle offers, one-click upsells, and countdown timers (subtly).
8. Trust Signals & Social Proof
- Do you display reviews and testimonials?
- Do you show trust badges (secure checkout, money-back guarantee)?
- Do you highlight press mentions or certifications?
- 💡 Fix:Lack of trust = abandoned carts. Even fake-looking reviews can tank credibility.
9. Cart & Checkout Flow
- Is your checkout optimized for 1–2 steps max?
- Do you offer multiple payment options (Shop Pay, Apple Pay, PayPal)?
- Do you show shipping costs upfront?
- 💡 Fix:Hidden fees = instant cart abandonment. Transparency wins.
10. Email Capture & Retargeting
- Do you have pop-ups for first-time visitors?
- Are you building an email list (discount, guide, or giveaway)?
- Do you run abandoned cart emails?
- 💡 Fix: Klaviyo + Shopify = must-have. You’re losing 30–40% of sales without email recovery.
11. Post-Purchase Experience
- Do you send confirmation + upsell emails?
- Do you make tracking updates easy for customers?
- Do you encourage reviews after delivery?
- 💡 Fix: A smooth post-purchase flow = more repeat buyers.
12. SEO & Organic Visibility
- Do your pages use SEO-friendly titles & descriptions?
- Are your product images optimized with alt text?
- Do you have a blog targeting high-intent Shopify keywords?
- 💡 Fix: Blog content = long-term, free traffic (like this post).
13. Analytics & Tracking
- Do you have GA4 + Meta Pixel installed correctly?
- Are you tracking conversions at checkout?
- Do you monitor heatmaps to see where users drop off?
- 💡 Fix: You can’t fix what you don’t measure.
14. Paid Ads Readiness
- Are your landing pages built for ads (fast, clear, persuasive)?
- Do you have retargeting pixels set up?
- Do you split-test creative offers before scaling?
- 💡 Fix: Never scale ads to a store that’s not converting organically first.
15. Retention & LTV (Lifetime Value)
- Do you offer subscriptions or repeat-purchase incentives?
- Do you have loyalty or referral programs?
- Do you upsell existing customers via email or SMS?
- 💡 Fix: Scaling doesn’t come from new traffic only—it’s about making every customer worth more.
🚀 Putting It All Together
Most Shopify owners think they need more ads.
In reality, they need a better store.
By auditing these 15 areas, you’ll uncover why customers aren’t converting and where to focus your energy.
But here’s the truth: fixing all of this alone can take weeks of trial and error. That’s why at Shopipoint, we’ve turned this checklist into a Free Shopify Growth Audit for store owners.
👉 Get Your Free Shopify Growth Audit
We’ll run this 15-point checklist on your store, identify the top 3–5 fixes you need immediately, and send you a personalized action plan.
- ✅ 100% free
- ✅ No strings attached
- ✅ Actionable fixes you can apply right away
📌 Final Thoughts
If your Shopify store isn’t converting, it’s not bad luck — it’s fixable.
The winners are the ones who test, audit, and optimize relentlessly.
So whether you use this 15-point checklist yourself or let our team do it for you, remember:
💡 Traffic is expensive. Conversion is everything.
