Guided path
Conversion Audit
Find the step that is actually leaking, prove it is the storefront and not the traffic, size the fix, then ship it with a way back.
- Step 1: Find the first funnel step that changedLocked
In 0 · Find the ProblemFunnel truthEvidence and diagnosis
Go deeper (1)
- Optional: Locate the shopper before you diagnose the storeLocked
Read this first if the words arrive, browse, add, buy are not how you already think about the store.
In 0 · Find the ProblemFunnel truthThe commerce journey
- Step 2: Separate a traffic-mix change from a storefront changeLocked
In 0 · Find the ProblemFunnel truthEvidence and diagnosis
- Step 3: Stop reading blended conversion rateLocked
In 0 · Find the ProblemFunnel truthEvidence and diagnosis
Go deeper (2)
- Optional: Check for device handoff before diagnosing mobile conversionLocked
Your mobile rate looks broken next to desktop.
In 0 · Find the ProblemFunnel truthEvidence and diagnosis
- Optional: Decide when customer value should outrank first-order conversionLocked
You buy traffic and want to know what a visitor is worth before the first order.
In 0 · Find the ProblemFunnel truthEvidence and diagnosis
- Step 4: Decide how much evidence a change needsLocked
In 0 · Find the ProblemFunnel truthEvidence and diagnosis
Go deeper (1)
- Optional: What you can honestly conclude without the traffic to testLocked
Read before you pick a playbook below: it says which kinds of evidence your traffic can carry.
In 0 · Find the ProblemFunnel truthEvidence and diagnosis
- Step 5: Grade one audit finding without fake precisionLocked
In 0 · Find the ProblemSizing and prioritizingAudit and prioritization
Go deeper (2)
- Optional: Sample the pages that can change your auditLocked
You have more pages than you can look at by hand.
In 0 · Find the ProblemSizing and prioritizingAudit and prioritization
- Optional: Score the roadmap on something you can defendLocked
More than one person has to agree on the order of the list.
In 0 · Find the ProblemSizing and prioritizingAudit and prioritization
- Step 6: Decide what a fix is worth before you build itLocked
In 0 · Find the ProblemSizing and prioritizingAudit and prioritization
Go deeper (1)
- Optional: Build a decision-ready storefront backlogLocked
You hand work to a freelancer or an agency.
In 0 · Find the ProblemSizing and prioritizingAudit and prioritization
- Step 7: Decide what not to touch yetLocked
In 0 · Find the ProblemSizing and prioritizingAudit and prioritization
Go deeper (1)
- Optional: Know when a higher conversion rate hurts the businessLocked
The change you are about to make also moves discounting, returns or average order value.
In 0 · Find the ProblemSizing and prioritizingAudit and prioritization
- Step 8: Release a storefront change with a tested rollbackLocked
In 5 · Build & Maintain on ShopifyShipping a changeShopify execution
Go deeper (3)
- Optional: Ship the fix on the lowest rung that fully solves itLocked
You are deciding between a theme setting, a theme edit, an app and custom work.
In 5 · Build & Maintain on ShopifyShipping a changeShopify execution
- Optional: Choose the Core Web Vital to investigateLocked
Pages feel slow, or a speed score is being used as the diagnosis.
In 5 · Build & Maintain on ShopifySpeed & weightPerformance
- Optional: Run a scoped WCAG 2.2 diagnosticLocked
You have accessibility complaints or legal exposure.
In 5 · Build & Maintain on ShopifyAccessibility & complianceAccessible ecommerce
Playbooks for this path
Narrow methods you reach for when the route above says you need evidence.
- Trust Your Storefront DataCheck whether the numbers you are about to audit against are measuring what you think — before a broken event turns into a wrong conclusion.2 lessons
- Analyze Heatmaps and Session ReplaysWatch what shoppers actually do on the pages the audit flagged, without reading a heat map as proof of anything on its own.1 lessons
- Survey Your CustomersAsk the people who bought and the people who did not, in a way that produces an answer you can act on rather than a number you can quote.2 lessons
- Run Lightweight Usability TestsWatch people attempt a real task on your storefront and record where they hesitate, backtrack or give up, and what they say about why.2 lessons
- Run a Storefront ExperimentWrite the hypothesis down before you build anything, then read the result the way it deserves to be read rather than the way you hoped.2 lessons