Quick Answer
A complete Shopify store audit covers five areas: performance (loading speed, mobile parity), conversion funnel (landing through checkout), organic search (technical and content), tracking (platform and third-party), and UX (navigation, message match, trust signals). Each area has specific tests and benchmarks.
Performance and funnel
LCP under 2.5s. Mobile parity on iOS Safari and Android Chrome. Conversion funnel measured at each of the five stages with benchmarks.
organic search, tracking, UX
Technical organic search (canonical, robots, sitemap, meta). Tracking accuracy against Shopify-platform reconciliation. UX: message match, trust signals above fold, navigation simplicity.
Related: see the AI + ecommerce cluster covering ChatGPT traffic patterns, Shopify schema for AI citation, Perplexity optimization, Google Gemini + Shopping, and GA4 AI traffic attribution.
Common Questions
On record.
How long does a complete Shopify audit take?
72 hours for the written diagnostic report in a Conversion Second Opinion engagement.
Can I DIY this?
Individual tests yes. Complete audit with structural read usually needs outside diagnostic.
What is the expected outcome?
A prioritized fix list with impact-to-effort ordering. Typical audit identifies 8-15 specific actions.
How often should a Shopify store be audited?
At least annually; after any significant change (theme swap, replatform, new payment provider).
What distinguishes this audit from a marketplace freelancer audit?
The structural read. Freelancers often hand over a list of improvements without the dependency mapping. Diagnostic report orders fixes and names which unblocks others.
The Engagement Format
Begin with the diagnosis. Not the proposal.
$999 · 72-hour written diagnostic · No retainer structure · fee is final on submission before work commences
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