How do I audit my own Shopify store?

You can self-audit in 90 minutes if you are honest about what is missing. Spend ten minutes on each of the eight categories. Open the store on a fresh mobile device (incognito mode, no autofill), and time-box yourself: if you cannot identify the value proposition in five seconds, that is the first impression score.

The first three categories are quickest. First impression: does the hero communicate who-it-is-for and what-it-does without scrolling? Copywriting: does the headline name a specific outcome rather than a feature? Are CTAs verb-led ("Get the playbook") rather than abstract ("Submit")? UX: can a stranger reach the buy box from any entry point in under three taps?

SEO and performance need tools. Run Google PageSpeed Insights or Lighthouse on a typical product page, on mobile, with the cache cleared. Watch LCP (target under 2.5s), CLS (target under 0.1), and Total Blocking Time (target under 200ms). For SEO, audit title tags and meta descriptions on the homepage, top 10 collection pages, and top 10 product pages. Each should be unique, keyword-led, and under 60 characters for titles.

Trust is the most-skipped category. Trust signals are: visible recent reviews (last 30 days, with photos), a clear return policy linked from product pages, secure-checkout iconography on cart and checkout, founder photos or About page that names a real person, social proof that does not look stock (real names, real customer photos), and visible contact information.

Conversion architecture is the highest-skill category and the highest-leverage. Look at the offer ladder: is there a low-friction first purchase under $50? Is there an AOV lever (free-shipping threshold, bundle, post-cart upsell)? Is there a returning-customer mechanism (subscription, loyalty)? Most Shopify stores under $50k/month miss two of those three.