The exact issue visible to a shopper.
SAMPLE AUDIT
What does a conversion audit actually look like?
Here are five real issues found while reviewing public Shopify stores. The brands are anonymized because they were not clients. The findings are real.
THE FORMAT
No filler. Each finding answers four questions.
The likely effect on trust, clarity or buying momentum.
A concrete fix, not a vague recommendation.
High, medium or low priority so you know where to start.
EXECUTIVE SUMMARY
The point isn't to find more things. It's to know what deserves attention first.
This sample combines findings from several public stores, so the summary below is illustrative of how a client audit is structured rather than a diagnosis of one business.
Fix before testing
Broken states and contradictory information create avoidable uncertainty. These don't need an A/B test. They need to be corrected.
Worth testing
Shopper guidance and proof placement are strategic opportunities. These are where a focused experiment can tell us whether the hypothesis is right.
First move
Remove the obvious trust leaks, then test one decision-making improvement at a time. Don't bury signal under ten simultaneous changes.
01
Raw template error beside the email signup
What I found
A live newsletter form displayed a raw translation key instead of the confirmation message.
Why it matters
This appears at the exact moment a new shopper is being asked to trust the brand with their email. A visible template error makes the store feel unfinished.
What I'd change
Fix the missing translation string and test the full signup flow on desktop and mobile, including success and error states.
02
Two different delivery windows in the same FAQ
What I found
The shipping table gave one standard-delivery estimate, while another answer on the same FAQ page gave a different estimate.
Why it matters
Delivery timing is a purchase question. When the store gives two answers, shoppers are left to decide which one to believe.
What I'd change
Choose one customer-facing delivery promise and make it identical across FAQ, shipping policy, cart and post-purchase messaging.
03
Sold out and Add to Cart shown at the same time
What I found
A live product page showed a sold-out state while still presenting active purchase controls.
Why it matters
The shopper cannot tell whether the product is available. That uncertainty can stop the purchase even when inventory is actually available.
What I'd change
Trace the product, variant and app logic producing the conflicting states, then make availability messaging and purchase controls agree.
04
First-time shoppers are asked to choose before they're helped
What I found
A new visitor is presented with several product categories and benefit filters before there is a clear "start here" path for someone who doesn't yet know the range.
Why it matters
Choice is useful when the shopper understands the options. Too many equally weighted entry points can turn discovery into work, especially for a first purchase.
What I'd change
Test a guided entry point near the top of the store: a simple first-time shopper path built around the most common need, use case or starter product.
Experiment: Compare the current browse-first journey against a guided "start here" path and measure product-page progression and add-to-cart rate.
05
The strongest reassurance arrives after the first buying decision
What I found
Strong credibility signals such as customer volume, fast dispatch and product provenance sit well below the first product push instead of supporting it.
Why it matters
A first-time visitor has to decide whether to click into the range before seeing some of the best reasons to trust the business.
What I'd change
Pull one or two of the strongest proof points closer to the first product CTA, without turning the hero into a wall of badges.
Experiment: Add a compact proof line beside the first CTA and compare product clicks and downstream add-to-cart behaviour.
THE ACTION PLAN
Fix what is broken. Test what is uncertain.
That distinction matters. A contradictory policy does not need a six-week experiment. A new merchandising path does.
Fix broken trust signals
Correct contradictory information, broken purchase states and visible storefront errors. These are hygiene issues, not hypotheses.
Improve decision clarity
Test one guided first-time shopper path. Keep the hypothesis narrow enough that the result tells you something useful.
Run focused experiments
Test whether moving one or two strong proof points closer to the first CTA improves progression without adding clutter.
These examples came from public Shopify storefronts reviewed during prospect research. The stores were not Unlisted Growth clients and no performance outcome is being claimed. Priority and effort labels are audit judgments, not measured conversion lift.
YOUR STORE, NOT A TEMPLATE