Free ecommerce
conversion audit
Your online store gets traffic but not enough sales. This free audit identifies exactly where visitors are dropping off — product pages, cart, checkout — and what to fix first to increase your conversion rate.
Not sure if the problem is your store or your traffic? Start with the full website conversion diagnosis.
Run your free ecommerce audit
Paste your store URL. Takes 30 seconds. No signup needed.
You'll get a conversion score, a ranked list of what's costing you conversions, and the single highest-impact fix to make first — all free, no signup.
Why ecommerce stores don't convert
Most ecommerce conversion problems are predictable. These seven issues account for the majority of lost sales across product pages, cart, and checkout:
Thin product descriptions
Visitors arrive with questions your product page doesn't answer: "Will this fit?", "What's the quality like?", "Is it right for my use case?". If the description doesn't address objections, they don't buy — they look for answers elsewhere and often don't come back.
The fix
Write descriptions that answer the three or four most common buyer questions for that product. Add a size guide, material details, and use-case context. For complex products, add a short Q&A. The goal is to make every likely objection answerable without leaving the page.
Forced account creation at checkout
Requiring visitors to create an account before purchase is the fastest way to kill a first-time buyer. They don't know if they'll buy again — the commitment of account creation feels disproportionate to the transaction.
The fix
Enable guest checkout. Place account creation as an optional post-purchase step — "Save your details for next time?" — when the customer is already committed. Most platforms (WooCommerce, Shopify, Magento) support guest checkout natively.
Hidden shipping costs
Showing the full price at checkout after a visitor has already committed time to browsing and adding to cart is a trust-breaking experience. It's the single biggest cause of cart abandonment across ecommerce.
The fix
Display shipping costs on product pages — either the exact amount, a free shipping threshold ("Free delivery on orders over £40"), or a delivery calculator. Ecommerce research consistently shows that transparency about delivery cost increases add-to-cart rates even when the actual cost is the same.
Insufficient or unconvincing reviews
No reviews, or reviews that are too few and too generic, fail to reduce buyer uncertainty. Visitors need to see that people like them — similar use case, similar concern — bought this and were satisfied.
The fix
Prioritise collecting reviews with specific detail: size worn, use case, how long they've had it. Show the review count and rating on category pages, not just product pages. Add a reviews section above the fold on high-value products. If you have few reviews, focus on getting 5–10 specific ones rather than a large quantity of "Great product!" responses.
Slow page speed on mobile
More than half of ecommerce traffic is mobile, but most stores load more slowly on mobile than desktop. Each additional second of load time reduces conversion rates by roughly 7%. A 4-second mobile load time can cost you 20–30% of potential sales before a visitor even sees your product.
The fix
Run your store through Google PageSpeed Insights on mobile. The most common fixes: compress and lazy-load images, remove unused apps and scripts, use a content delivery network, and avoid large unoptimised hero images. A target of under 3 seconds on mobile is achievable for most stores.
Weak category page filtering
Visitors arriving on a category page with 200 products and poor filtering options face decision paralysis. If they can't quickly narrow by size, colour, price, or use case, they leave without finding a product that fits.
The fix
Add faceted filtering for the dimensions that matter to your buyers. Sort defaults matter too — new arrivals or bestsellers outperform alphabetical on most categories. Add a "What are you looking for?" prompt or curated collections for visitors who don't know exactly what they want.
Poor mobile checkout experience
A checkout designed for desktop often fails on mobile: small tap targets, forms that trigger the wrong keyboard, difficulty entering card details, and a multi-step process that feels longer on a small screen.
The fix
Test the full checkout on a real mobile device. Check that input fields trigger the correct keyboard type (numeric for card numbers, email for email fields). Add Apple Pay and Google Pay to reduce typing entirely. Reduce checkout to the minimum steps — ideally one or two screens on mobile.
Ecommerce conversion rate benchmarks
Use these to identify where in your funnel the biggest drop-off is happening — then focus your audit there first.
Example ecommerce audit result
What you receive
✓ Conversion score: 41/100
✓ Issue #1 (High impact): Checkout requires account creation — add guest checkout option
✓ Issue #2 (High impact): Shipping cost not shown until final checkout step — 68% of users abandon here
✓ Issue #3 (Medium impact): Product pages have fewer than 3 customer reviews — visitors can't verify trust
✓ Issue #4 (Medium impact): Mobile load time 4.8s — above the 3s threshold where conversions drop sharply
Common questions
Why is my ecommerce site not converting?
The most common ecommerce conversion killers are: insufficient product information (visitors can't answer their own objections), poor product photography, no social proof or reviews, unexpected checkout costs, checkout requiring account creation, and slow mobile page speed. A conversion audit identifies which of these apply to your store and which to fix first.
What is the average ecommerce conversion rate?
Average ecommerce conversion rates are 1–3%. Top-performing ecommerce sites achieve 4–8%. If you're below 1%, there are almost certainly specific high-impact problems on your product pages or in your checkout flow that a conversion audit will identify.
How do I increase my ecommerce conversion rate?
The highest-ROI ecommerce CRO changes are: improving product page copy to address specific buyer objections, adding more and better product images, displaying shipping costs upfront, offering guest checkout, reducing checkout steps, and adding reviews and trust signals near the buy button. Run an audit to see which apply to your site.
Where do ecommerce shoppers most commonly abandon?
The biggest drop-off points in ecommerce are: the product page (visitors with unanswered objections), the cart (when shipping costs appear), and checkout (account creation requirement, too many steps, limited payment options). Analysing where your specific funnel leaks — using analytics and session recordings — tells you which stage to fix first.
Does page speed affect ecommerce conversions?
Yes — significantly. Studies consistently show that each additional second of load time reduces ecommerce conversion rates by 7% or more. Mobile shoppers are especially sensitive to speed. If your store takes more than 3 seconds to load on mobile, speed optimisation should be a high priority alongside any content or UX changes.