Sample audit · anonymized
CRO Audit - sample report
DTC health & wellness brand on Shopify - high-ticket considered purchases (~$460 AOV), selling internationally.
01 · Current architecture
A Shopify store doing roughly $230K in lifetime revenue at a ~$460 average order, on about 5,600 monthly sessions - but converting under 1% of them against a 1.5-3% category benchmark. Traffic is healthy; the funnel is not. Around 73% of product views happen on mobile, bounce sits near 77%, and pages-per-session is 1.6. The homepage is built to educate, not to close: every above-the-fold path routes to articles. Analytics shows two dominant leaks - product view to add-to-cart at ~4%, and a two-thirds drop between cart and the shipping step. At ~75 orders/month the account sits below A/B-testing volume, so fixes ship directly and are read on trailing 4-week trends.
02 · Findings (selected from the full document)
Paid traffic is routed to a page that generates almost no revenue
Three of the four active paid social ads use a Download CTA pointing at a free-guide page instead of products. The most motivated visitors the brand pays for land somewhere they cannot buy - and nothing follows the download.
Evidence row
The guide page pulled roughly 1,050 visitors in the window while attributing about $50 in revenue; analytics showed 0 of ~250 guide signups purchasing within 30 days (analytics project 30•••••, guide-signup → purchase funnel).
Costs you: Most of the monthly ad budget is spent creating buying intent and then parking it on a dead end, with no nurture sequence to recover it later.
Two in three shoppers abandon the cart when shipping appears
Shipping cost is hidden behind a calculator that demands country, region, and postcode right at the decision moment. An unknown cost surfacing that late reads as risk, and most people simply close the tab.
Evidence row
Funnel data showed roughly 118 of 186 add-to-cart sessions (about 63%) abandoning before or at the shipping step in a 30-day window; the live cart was verified to require three fields before revealing any rate.
Costs you: At a ~$460 average order, even a modest 15% recovery of those abandoners is on the order of $8K/month in unrealized revenue.
The proof exists but is buried far from the buy button
The store holds 540+ five-star reviews, yet they sit at the very bottom of the product page. Nothing near the Add to Cart button answers the shopper's real questions: is this safe, can I return it, what does shipping cost.
Evidence row
Product-page inspection found no star rating, review snippet, or shipping/returns reassurance in the add-to-cart block, and no ratings on collection cards; the review widget renders only in the footer region.
Costs you: Product view to add-to-cart runs at ~4% - two to three times worse than typical for this price band - because the decision zone carries no trust signals the brand already owns.
On mobile, the first thing shoppers meet is a currency menu and a popup
A currency selector exposing 130+ options occupies a full row above all content on mobile, and an email-capture popup fires at first paint - effectively full-screen on a phone - before the visitor has seen a single product.
Evidence row
Verified live at 390px viewport: a combobox with 130+ currency options rendered above the hero, a modal email form present at first load, and a sticky guide bar overlapping the product title on product pages.
Costs you: With ~73% of product views on mobile and mobile converting at roughly a third of desktop's rate, the fold is being spent on chrome instead of product - a gap worth an estimated $5K-$11K/month if even half-closed.
03 · Solution plan
| # | Fix | Layer | Impact | Effort |
|---|---|---|---|---|
| 01 | Surface ratings + trust line in the buy box | Quick win | High | Low |
| 02 | Auto-detect currency, clear the mobile fold | Quick win | Medium | Low |
| 03 | Delay popup to exit-intent, never full-screen | Quick win | Medium | Low |
| 04 | Show flat-rate shipping pre-cart + abandoned-cart flow | Structural | High | Medium |
| 05 | Re-point ad CTAs to products + post-download email series | Strategic | High | Medium |
Anonymized from a delivered CRO audit. The full document covers every page of the funnel; this sample shows four of the findings and five of the ranked fixes.
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