How to Run an E-commerce Conversion Audit

Running a conversion audit helps you uncover where revenue is leaking. Here’s how to do it step by step.

Step 1: Benchmark Your Numbers

Use tools like GA4 or your ecommerce platform’s Analytics to measure:

• Conversion rate

• Bounce rate

• Cart abandonment

• Add-to-cart rate

• Mobile vs. desktop performance

Step 2: Map the Full Journey

Walk through the site from homepage to checkout. Ask:

• Does the homepage explain the offer quickly?

• Are category filters working smoothly?

• Do product pages answer key objections?

• Is checkout fast and friction-free?

Step 3: Find Friction Points

Use heatmaps, session recordings, and on-site surveys to detect:

• Confusing CTAs

• Error messages or bugs

• Unexpected exit points

Step 4: Prioritize the Fixes

Start with high-impact changes. Focus on quick wins like CTA placement, image load speed, and reducing checkout fields.

Not sure where to start? Request a free e-commerce UX audit from Arctic Leaf.