Before you spend more,
find out where it leaks.
Ecommerce and Shopify store audits
An ecommerce audit is a diagnosis carried out before deciding where to invest. It goes through the numbers and the funnel, the catalog, the product page, the mobile experience and the technical base of the store, and it ends in a list ordered by impact: what to fix first, what to expect from each change, and what is better left alone for now. It is not a redesign and it is not a list of errors — it is an order of work.
Almost nobody has one problem. People have four or five small ones that, added together, take half the business. An audit is how you find out which ones are yours and which gets fixed first.
- 01
The numbers first
Conversion by device, by channel and by landing page. Average order value. How many people come back. Before looking at the store you have to know what the data you already have is saying — and whether it can be trusted.
- 02
The whole funnel, step by step
Where people come in, where they leave, and how often. The leak is almost never where people think: often the problem is not the checkout, it is that they arrive with a question still unanswered.
- 03
Catalog and product page
Whether the product can be found, whether the page answers what people ask before buying, and whether the variants make sense. This is where the most money gets left behind without anyone noticing.
- 04
Mobile and performance
The store measured on the device most people arrive on, not on your laptop. Weight, active apps, third-party scripts, and what can be removed without losing anything.
- 05
What sits under the theme
This is where an audit done by someone who does not write code falls short: I can open the theme and tell you which change is an afternoon and which one means rethinking the structure.
- 06
And most importantly: the order
A list of fifty problems is useless. You leave with the three things to do first, what to expect from each, and an explicit list of what NOT to touch yet.
When an audit makes sense and when it does not
An audit exists to decide where to invest. If you already know where the problem is, it is one step too many.
| Situation | Audit? | What I would do instead |
|---|---|---|
| You have traffic and sales but do not know what is holding it back | Yes | — |
| You are about to redesign the whole store | Yes, first | Redesigning without a diagnosis repeats the same mistakes with a new look |
| You are about to raise ad spend a lot | Yes, first | Buying traffic into a leak makes the leak more expensive |
| You already know exactly what to fix | No | Go straight to executing it |
| You have not made your first sale yet | No | There is no data to audit: open and sell first |
| You turn over less than the work costs | No | The free guide, and come back when the numbers justify it |
What people usually ask me
- What exactly do I take away?
- A document with the leaks quantified in euros per month wherever the data allows it, the order I would tackle them in, and what to expect from each change. Plus a call to walk you through it, because a PDF without a conversation gets filed and never used.
- Can I apply it myself, or with my team?
- Yes, and it is written for that. The audit is yours and commits you to nothing. If afterwards you want me to execute it, that is what the plans are for; if not, you keep the plan either way.
- How is it different from the free guide?
- The guide teaches you to look at your own store with the right questions, and you can use it on your own. The audit is me looking, with your data and your theme in front of me, and telling you what I see.
- Is it useful if my store is not on Shopify?
- The diagnosis is: the numbers and the funnel do not depend on the platform. The execution I do on Shopify, so if you are on something else we talk about whether migrating is worth it, or about handing the plan to your team.
If this is your situation, carry on here
- the free guide The same questions, for you to go through yourself
- Engine 10K If the problem is conversion
- Scale 30K If the problem is already operations
- how I work on conversion The levers, one by one
We start with a call to see whether it is needed. Sometimes it is not.
I want an audit of my store