store-page-audit

name	store-page-audit
description	Audits e-commerce store pages for conversion optimization with layout, copy, trust signals, and technical recommendations.
allowed-tools	Read Write Glob
metadata	{"author":"matthewhitcham","version":"1.0"}

Store Page Audit

When to Use This Skill

Use this skill when you need to:

• Audit product pages, collection pages, or checkout flows for conversion issues
• Identify layout, copy, and trust signal gaps reducing sales
• Create a prioritized list of fixes to improve conversion rate
• Benchmark page elements against e-commerce best practices

DO NOT use this skill for full website redesigns, blog audits, or technical SEO site audits. This is for e-commerce store page conversion optimization only.

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Core Principle

EVERY ELEMENT ON A PRODUCT PAGE EITHER MOVES THE BUYER TOWARD CLICKING "ADD TO CART" OR CREATES FRICTION THAT PUSHES THEM AWAY — AUDIT FOR BOTH.

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Phase 1: Page Information

Required Inputs

Input	What to Ask	Default
Page URL or screenshot	"Share the page URL or a screenshot of the page to audit."	No default — must be provided
Page type	"Is this a product page, collection page, homepage, or cart/checkout?"	Product page
Current conversion rate	"What is the current conversion rate for this page?"	Unknown — benchmark against 2-3% industry average
Platform	"What platform — Shopify, WooCommerce, Squarespace, other?"	Shopify
Top concern	"What do you think is the biggest issue?"	General audit — check everything

GATE: Confirm page details and priorities before conducting the audit.

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Phase 2: Audit Framework

Evaluate the page across six categories. Score each 1-5 (1 = critical issues, 5 = optimized).

1. Above-the-Fold Impact

• Product image is high quality, zoomable, and shows the product in use
• Product title is clear and includes relevant search terms
• Price is visible immediately (no scrolling required)
• Primary CTA button ("Add to Cart") is visible without scrolling
• Unique value proposition or key benefit is stated near the title

2. Product Copy & Description

• Description leads with benefits, not features
• Bullet points break up key specs and selling points
• Copy addresses the top 3 objections the buyer would have
• Size, dimensions, materials, or specs are easy to find
• Tone matches the brand and target audience

3. Trust Signals

• Customer reviews are visible on the page (star rating + count)
• Shipping information is clear (cost, timeline, free shipping threshold)
• Return/refund policy is accessible without leaving the page
• Payment security badges or icons are visible near checkout
• Social proof elements — testimonials, user photos, "X sold" counters

4. Visual & Layout

• Multiple product images (5+ recommended) showing different angles
• Consistent image style and quality across the page
• Mobile layout is clean with easy tap targets
• White space is used effectively — page does not feel cluttered
• CTA button color contrasts with the page background

5. Technical Performance

• Page loads in under 3 seconds
• Images are compressed and optimized
• No broken links, missing images, or layout shifts
• Page is fully functional on mobile devices
• Structured data markup is present for rich search results

6. Conversion Path

• Add-to-cart button is sticky or repeated on long pages
• Upsell or cross-sell recommendations are present
• Urgency or scarcity elements are used authentically
• Cart is easy to access and modify
• Checkout process has minimal steps and friction

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Phase 3: Audit Report

Report Format

## Store Page Audit Report

**Page:** [URL or page name]
**Date:** [Date]
**Overall Score:** [X/30]

### Scores by Category

| Category | Score (1-5) | Priority |
|----------|------------|----------|
| Above-the-Fold | 3 | High |
| Product Copy | 2 | Critical |
| Trust Signals | 4 | Low |
| Visual & Layout | 3 | Medium |
| Technical | 5 | None |
| Conversion Path | 2 | Critical |

### Critical Fixes (Do These First)

1. **[Issue]** — [What is wrong] → [Specific fix]
2. **[Issue]** — [What is wrong] → [Specific fix]

### High Priority Improvements

3. **[Issue]** — [What is wrong] → [Specific fix]

### Medium Priority Enhancements

4. **[Issue]** — [What is wrong] → [Specific fix]

### Low Priority Polish

5. **[Issue]** — [What is wrong] → [Specific fix]

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Phase 4: Action Plan

Implementation Roadmap

Organize fixes into sprints:

Sprint	Timeframe	Focus	Expected Impact
Sprint 1	This week	Critical fixes — CTA visibility, copy rewrites	Highest conversion lift
Sprint 2	Week 2	Trust signals and social proof additions	Reduced cart abandonment
Sprint 3	Week 3-4	Visual improvements and technical optimization	Better user experience
Sprint 4	Month 2	A/B testing top changes to validate impact	Data-driven refinement

Before/After Copy Examples

Provide rewritten copy for the top 2-3 issues identified. Show the current version alongside the improved version so the user can implement immediately.

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Anti-Patterns

• Auditing without knowing the audience — recommendations must fit the buyer, not generic best practices.
• Recommending a full redesign — incremental improvements are faster and measurable. Do not suggest starting over.
• Ignoring mobile — 60%+ of e-commerce traffic is mobile. Every recommendation must work on small screens.
• Adding urgency dishonestly — fake countdown timers and inflated "X people viewing" counters erode trust.
• Focusing only on visuals — a beautiful page with weak copy still will not convert.

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Recovery

• No page URL available: Ask for screenshots or a screen recording. Audit from visuals if the live page cannot be accessed.
• No conversion data: Benchmark against industry averages (2-3% for most e-commerce). Focus on obvious friction points.
• User overwhelmed by recommendations: Prioritize the top 3 fixes that will have the largest impact. Save the rest for later.
• Platform limitations: Note which recommendations require developer help vs. what can be done in the platform's built-in editor.
• Disagreement on design choices: Back recommendations with data or examples from high-converting stores in their niche.