The Shopify Conversion Rate Checklist
The on-site checklist that makes paid traffic pay back: product page, checkout, speed, trust, and AOV, point by point.
Who this is for
- Shopify and Shopify Plus brands
- Founders whose ad costs keep rising
- Anyone whose CVR sits below 2.5%
Why this exists
You can't out-buy a leaky store. A 0.5-point conversion-rate lift often beats a month of bid tuning. This is the conversion checklist Ad-Lab runs on a brand's storefront before recommending a single dollar of extra spend.
Conversion is cheaper than clicks
Lifting conversion rate compounds against your entire ad budget at once. Work this list before raising spend, then watch the same campaigns get more efficient with no change in the account.
1. Product page
2. Cart and checkout
3. Speed and mobile
4. Trust and social proof
5. Post-purchase and AOV
Conversion-rate reality check
Rough DTC benchmarks; varies by category and price point. The point is direction, not a single 'right' number.
| Store CVR | Read | Priority |
|---|---|---|
| Under 1.5% | Leaky. Fix the store before scaling spend. | Conversion first |
| 1.5-2.5% | Average. Real upside in checkout + speed. | Tighten the funnel |
| 2.5-3.5% | Good. Push AOV and retention. | Profit per visitor |
| Over 3.5% | Strong. Now scale traffic confidently. | Scale acquisition |
How to use it
Test on your own phone first
Buy something on your store on mobile, end to end. Note every moment of friction or doubt. That walkthrough finds half the leaks before the checklist does.
Score and prioritise by traffic
Fix the pages and steps your paid traffic actually hits first. A flaw on your top landing page is worth ten on a page nobody sees.
Re-measure after each change
Change one thing, watch CVR and AOV for a week. Conversion work compounds against your whole ad budget, so small wins are worth real money.
External resources
Authoritative references we link to alongside the template. Read them before running the audit.
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