When most people think of a Shopify audit, they think technical checks, broken links, or performance scores.
That’s part of it, but a proper audit goes much deeper.
When I review a Shopify store, I’m looking at the full experience. Not just how the site looks, but how it performs, how users interact with it, and what might be stopping conversions.
Here are some of the biggest things I look for during a Shopify audit, based on real patterns I see across stores.
1. Is the Value Proposition Clear?
This is one of the first things I check.
When someone lands on the homepage, is it immediately obvious:
- What the brand sells?
- Who it’s for?
- Why someone should care?
A surprising number of stores fail here.
Common issue:
Overly generic messaging or banners that look good visually but don’t actually say anything meaningful.
What I’d improve:
Clearer above-the-fold messaging and stronger positioning.
This is a major factor in why Shopify stores don’t convert.
2. How Easy Is It to Navigate?
I always test how quickly I can find products.
If navigation feels confusing or overloaded, users will struggle too.
Common issue:
Too many menu items, poor collection structure, or unclear product organisation.
What I’d improve:
Simplify navigation and make key paths easier to follow.
3. Are Product Pages Actually Selling?
This is where most conversion issues show up.
Product pages need to do more than just display information, they need to build confidence.
Common issue:
- Poor hierarchy
- Lack of trust signals
- Important information buried too low
What I’d improve:
Clearer layouts, better structure, and stronger trust elements.
I’ve covered this more deeply in what makes a great Shopify product page.
4. What’s the Mobile Experience Like?
Most store traffic is mobile, so this is a huge part of every audit.
I’ll look at spacing, layout, usability, and how smooth the experience feels overall.
Common issue:
Desktop-focused layouts that feel cramped or awkward on mobile.
What I’d improve:
Simplify layouts, improve spacing, and prioritise usability.
This ties closely into mobile UX mistakes.
5. Are There Too Many Apps?
App overload is incredibly common.
Over time, stores end up with unnecessary apps, overlapping functionality, and extra scripts slowing things down.
Common issue:
Too many apps trying to solve simple problems.
What I’d improve:
Remove unnecessary apps and simplify the setup.
I go deeper into this in the downsides of Shopify apps and apps vs custom development.
6. How Does the Cart and Checkout Feel?
A lot of stores lose conversions near the end of the journey.
I always review the cart and checkout experience carefully.
Common issue:
- Too much clutter
- Confusing messaging
- Distracting upsells
What I’d improve:
Simplify the experience and reduce friction.
7. Does the Store Feel Fast?
Performance isn’t just about scores, it’s about how the store feels to use.
Common issue:
Heavy pages, oversized images, and unnecessary scripts.
What I’d improve:
Optimise images, reduce scripts, and improve mobile performance.
This connects directly to Shopify speed optimisation.
8. Is There a Clear User Journey?
One thing I always look for is whether the store guides users naturally toward conversion.
Common issue:
Too many competing actions, distractions, or unclear next steps.
What I’d improve:
Simplify the journey and make the path to purchase more intentional.
This is something I also touch on in how users browse Shopify stores.
Final Thoughts
A good Shopify audit isn’t about ticking boxes.
It’s about understanding where users are struggling, what’s causing friction, and what’s limiting performance.
Most stores don’t need a complete rebuild. They usually need clearer thinking, better structure, and focused improvements.
Want Me to Audit Your Store?
If you want a practical review of your Shopify store with clear recommendations, feel free to get in touch.
I’ll show you exactly what I’d prioritise and why.
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