Store Page Audit

When to Use This Skill

Use this skill when you need to:

Audit product pages, collection pages, or checkout flows for conversion issues
Identify layout, copy, and trust signal gaps reducing sales
Create a prioritized list of fixes to improve conversion rate
Benchmark page elements against e-commerce best practices

DO NOT use this skill for full website redesigns, blog audits, or technical SEO site audits. This is for e-commerce store page conversion optimization only.

Core Principle

EVERY ELEMENT ON A PRODUCT PAGE EITHER MOVES THE BUYER TOWARD CLICKING "ADD TO CART" OR CREATES FRICTION THAT PUSHES THEM AWAY — AUDIT FOR BOTH.

Phase 1: Page Information

Required Inputs

Input	What to Ask	Default
Page URL or screenshot	"Share the page URL or a screenshot of the page to audit."	No default — must be provided
Page type	"Is this a product page, collection page, homepage, or cart/checkout?"	Product page
Current conversion rate	"What is the current conversion rate for this page?"	Unknown — benchmark against 2-3% industry average
Platform	"What platform — Shopify, WooCommerce, Squarespace, other?"	Shopify
Top concern	"What do you think is the biggest issue?"	General audit — check everything

GATE: Confirm page details and priorities before conducting the audit.

Phase 2: Audit Framework

Evaluate the page across six categories. Score each 1-5 (1 = critical issues, 5 = optimized).

1. Above-the-Fold Impact

Product image is high quality, zoomable, and shows the product in use
Product title is clear and includes relevant search terms
Price is visible immediately (no scrolling required)
Primary CTA button ("Add to Cart") is visible without scrolling
Unique value proposition or key benefit is stated near the title

2. Product Copy & Description

Description leads with benefits, not features
Bullet points break up key specs and selling points
Copy addresses the top 3 objections the buyer would have
Size, dimensions, materials, or specs are easy to find
Tone matches the brand and target audience

3. Trust Signals

Customer reviews are visible on the page (star rating + count)
Shipping information is clear (cost, timeline, free shipping threshold)
Return/refund policy is accessible without leaving the page
Payment security badges or icons are visible near checkout
Social proof elements — testimonials, user photos, "X sold" counters

4. Visual & Layout

Multiple product images (5+ recommended) showing different angles
Consistent image style and quality across the page
Mobile layout is clean with easy tap targets
White space is used effectively — page does not feel cluttered
CTA button color contrasts with the page background

5. Technical Performance

Page loads in under 3 seconds
Images are compressed and optimized
No broken links, missing images, or layout shifts
Page is fully functional on mobile devices
Structured data markup is present for rich search results

6. Conversion Path

Add-to-cart button is sticky or repeated on long pages
Upsell or cross-sell recommendations are present
Urgency or scarcity elements are used authentically
Cart is easy to access and modify
Checkout process has minimal steps and friction

Phase 3: Audit Report

Report Format

## Store Page Audit Report

**Page:** [URL or page name]
**Date:** [Date]
**Overall Score:** [X/30]

### Scores by Category

| Category | Score (1-5) | Priority |
|----------|------------|----------|
| Above-the-Fold | 3 | High |
| Product Copy | 2 | Critical |
| Trust Signals | 4 | Low |
| Visual & Layout | 3 | Medium |
| Technical | 5 | None |
| Conversion Path | 2 | Critical |

### Critical Fixes (Do These First)

1. **[Issue]** — [What is wrong] → [Specific fix]
2. **[Issue]** — [What is wrong] → [Specific fix]

### High Priority Improvements

3. **[Issue]** — [What is wrong] → [Specific fix]

### Medium Priority Enhancements

4. **[Issue]** — [What is wrong] → [Specific fix]

### Low Priority Polish

5. **[Issue]** — [What is wrong] → [Specific fix]

Phase 4: Action Plan

Implementation Roadmap

Organize fixes into sprints:

Sprint	Timeframe	Focus	Expected Impact
Sprint 1	This week	Critical fixes — CTA visibility, copy rewrites	Highest conversion lift
Sprint 2	Week 2	Trust signals and social proof additions	Reduced cart abandonment
Sprint 3	Week 3-4	Visual improvements and technical optimization	Better user experience
Sprint 4	Month 2	A/B testing top changes to validate impact	Data-driven refinement

Before/After Copy Examples

Provide rewritten copy for the top 2-3 issues identified. Show the current version alongside the improved version so the user can implement immediately.

Anti-Patterns

Auditing without knowing the audience — recommendations must fit the buyer, not generic best practices.
Recommending a full redesign — incremental improvements are faster and measurable. Do not suggest starting over.
Ignoring mobile — 60%+ of e-commerce traffic is mobile. Every recommendation must work on small screens.
Adding urgency dishonestly — fake countdown timers and inflated "X people viewing" counters erode trust.
Focusing only on visuals — a beautiful page with weak copy still will not convert.

Recovery

No page URL available: Ask for screenshots or a screen recording. Audit from visuals if the live page cannot be accessed.
No conversion data: Benchmark against industry averages (2-3% for most e-commerce). Focus on obvious friction points.
User overwhelmed by recommendations: Prioritize the top 3 fixes that will have the largest impact. Save the rest for later.
Platform limitations: Note which recommendations require developer help vs. what can be done in the platform's built-in editor.
Disagreement on design choices: Back recommendations with data or examples from high-converting stores in their niche.