Free E-commerce Audit Checklist — 42 Point Checklist

How to use this checklist

Print this page (or save as PDF using your browser's print function). Work through each section — tick what you have, identify what's missing. Items you can't tick are revenue leaks. groweik can fix any unchecked item — use the quote form on any service page.

🏪

🏪 Store Foundation

Domain is .com and professionally branded

Your domain should be short, memorable, and brand-aligned. Avoid hyphens or numbers.

SSL/HTTPS active — padlock shows in browser

Without HTTPS, Chrome shows 'Not Secure' — 85% of visitors leave immediately.

Page load time under 3 seconds

Use PageSpeed Insights (free). Target: LCP under 2.5s. Anything above 3s loses sales.

Mobile-optimized — tested on iOS and Android

60%+ of e-commerce traffic is mobile. Test your checkout on a real iPhone.

Professional logo and brand colours applied consistently

Consistent branding across site, ads, and packaging builds trust 23% faster.

Favicon set (browser tab icon)

Missing favicon looks unfinished and unprofessional. 5-minute fix.

Custom domain email (not Gmail)

hello@yourbrand.com vs hello@gmail.com — one looks professional, one doesn't.

🛍️

🛍️ Product Pages

Product titles include primary search keyword

'Dog Collar' vs 'Adjustable Leather Dog Collar for Large Dogs' — the second ranks and sells.

At least 150-word unique product description

Duplicate or thin descriptions hurt SEO and fail to answer buyer questions.

High-quality product photos (minimum 3 angles)

Products with 3+ photos convert 75% better than single-image listings.

Reviews displayed on product page

Products with 10+ reviews convert 52% higher. Start with supplier-sourced reviews.

Price clearly visible above the fold

Buyers who can't find the price within 3 seconds leave. No exceptions.

Mobile-optimized add-to-cart button

Full-width, high-contrast CTA button on mobile. Test with your thumb, not a mouse.

💳 Checkout & Trust

Guest checkout enabled (no forced account creation)

Forced account creation is the #1 checkout abandonment reason. Enable guest checkout.

Trust badges visible at checkout

Secure payment icons, money-back guarantee, and SSL badge reduce checkout abandonment.

Multiple payment methods available

Stripe + PayPal minimum. Shop Pay and Apple Pay if on Shopify — mobile conversion boost.

Shipping cost visible before checkout

Hidden shipping costs cause 48% of cart abandonments. Show shipping early.

Order confirmation email sent immediately

Immediate confirmation builds trust and reduces 'did my order go through?' support queries.

Return policy linked on product pages

Buyers check return policy before purchasing. Make it easy to find.

📊

📊 Tracking & Analytics

Google Analytics 4 installed and tracking

Without GA4, you have no data. Install today — it starts building history immediately.

Meta Pixel with Purchase event (including value)

Pixel without value parameter = Facebook algorithm flying blind. Check Events Manager.

Event match rate above 80% in Meta Events Manager

Below 80% = you're losing conversion data. Fix: Conversions API (server-side tracking).

Google Search Console verified

Shows you what keywords you rank for and any technical indexation issues.

Abandoned cart tracking configured

Know how many people abandon cart and at which step. Essential for optimization.

Revenue attribution by channel configured

Know exactly which channels drive sales. Without this, you're guessing on ad spend.

📧

📧 Email & Retention

Email capture pop-up with incentive

10% discount or free guide captures 2–5% of visitors. Most stores leave this untapped.

Welcome email sequence (minimum 3 emails)

New subscribers who receive a welcome sequence spend 33% more on first purchase.

Abandoned cart email sequence (minimum 3 emails)

Recovers 5–15% of abandoned carts. On 100 monthly carts, that's 5–15 extra sales.

Post-purchase review request email

Automate review requests 7 days after delivery. Most buyers will leave a review if asked.

Email list not going to spam

Check spam score at mail-tester.com. Fix SPF, DKIM, and DMARC records if failing.

🔍

🔍 SEO Basics

sitemap.xml submitted to Google Search Console

Without a submitted sitemap, Google may never index all your pages.

robots.txt configured correctly

Misconfigured robots.txt can block Google from your entire site. Check it now.

No duplicate title tags across pages

Each page needs a unique, descriptive title tag (50–60 characters with keyword).

Meta descriptions written (under 160 chars)

Meta descriptions don't directly rank but improve CTR from Google by 5–30%.

Images have descriptive alt text

Alt text helps Google understand your images and is required for accessibility compliance.

Core Web Vitals passing (green in PageSpeed Insights)

Google uses Core Web Vitals as a ranking signal. Check all three: LCP, CLS, INP.

📣

📣 Paid Advertising Ready

Facebook Business Manager properly set up

Pixel, ad account, and page all linked under Business Manager. Not personal ad account.

Custom audiences created (website visitors, email list)

Retargeting custom audiences before running cold traffic dramatically improves ROAS.

Lookalike audience built from existing customers

Even 100 customer emails can generate a lookalike audience that outperforms interest targeting.

Ad creative set — minimum 3 variants ready

Never launch with one creative. Test 3 variants on Day 1 — find your winner faster.

Landing page matches ad message

Message mismatch between ad and landing page kills conversion rate. Always match.

How Many Did You Tick?

Use this scoring guide to assess where your store stands

0–14

Urgent: Foundation Missing

Critical issues are costing you sales every day. Start with tracking and checkout fixes first.

15–28

Moderate: Room to Grow

Good foundation but missing conversion and tracking elements. Fix SEO and email next.

29–42

Strong: Ready to Scale

Solid foundation. Focus now on scaling paid traffic and optimizing for higher AOV.

The 42-Point E-commerce Audit Checklist