reaperinvest Store Page Audit
When to Use This Skill
Use this skill when you need to:
- Audit product pages, collection pages, or checkout flows for conversion issues
- Identify layout, copy, and trust signal gaps reducing sales
- Create a prioritized list of fixes to improve conversion rate
- Benchmark page elements against e-commerce best practices
DO NOT use this skill for full website redesigns, blog audits, or technical SEO site audits. This is for e-commerce store page conversion optimization only.
Core Principle
EVERY ELEMENT ON A PRODUCT PAGE EITHER MOVES THE BUYER TOWARD CLICKING "ADD TO CART" OR CREATES FRICTION THAT PUSHES THEM AWAY — AUDIT FOR BOTH.
Phase 1: Page Information
Required Inputs
| Input | What to Ask | Default |
|---|---|---|
| Page URL or screenshot | "Share the page URL or a screenshot of the page to audit." | No default — must be provided |
| Page type | "Is this a product page, collection page, homepage, or cart/checkout?" | Product page |
| Current conversion rate | "What is the current conversion rate for this page?" | Unknown — benchmark against 2-3% industry average |
| Platform | "What platform — Shopify, WooCommerce, Squarespace, other?" | Shopify |
| Top concern | "What do you think is the biggest issue?" | General audit — check everything |
GATE: Confirm page details and priorities before conducting the audit.
Phase 2: Audit Framework
Evaluate the page across six categories. Score each 1-5 (1 = critical issues, 5 = optimized).
1. Above-the-Fold Impact
- Product image is high quality, zoomable, and shows the product in use
- Product title is clear and includes relevant search terms
- Price is visible immediately (no scrolling required)
- Primary CTA button ("Add to Cart") is visible without scrolling
- Unique value proposition or key benefit is stated near the title
2. Product Copy & Description
- Description leads with benefits, not features
- Bullet points break up key specs and selling points
- Copy addresses the top 3 objections the buyer would have
- Size, dimensions, materials, or specs are easy to find
- Tone matches the brand and target audience
3. Trust Signals
- Customer reviews are visible on the page (star rating + count)
- Shipping information is clear (cost, timeline, free shipping threshold)
- Return/refund policy is accessible without leaving the page
- Payment security badges or icons are visible near checkout
- Social proof elements — testimonials, user photos, "X sold" counters
4. Visual & Layout
- Multiple product images (5+ recommended) showing different angles
- Consistent image style and quality across the page
- Mobile layout is clean with easy tap targets
- White space is used effectively — page does not feel cluttered
- CTA button color contrasts with the page background
5. Technical Performance
- Page loads in under 3 seconds
- Images are compressed and optimized
- No broken links, missing images, or layout shifts
- Page is fully functional on mobile devices
- Structured data markup is present for rich search results
6. Conversion Path
- Add-to-cart button is sticky or repeated on long pages
- Upsell or cross-sell recommendations are present
- Urgency or scarcity elements are used authentically
- Cart is easy to access and modify
- Checkout process has minimal steps and friction
Phase 3: Audit Report
Report Format
## Store Page Audit Report
**Page:** [URL or page name]
**Date:** [Date]
**Overall Score:** [X/30]
### Scores by Category
| Category | Score (1-5) | Priority |
|----------|------------|----------|
| Above-the-Fold | 3 | High |
| Product Copy | 2 | Critical |
| Trust Signals | 4 | Low |
| Visual & Layout | 3 | Medium |
| Technical | 5 | None |
| Conversion Path | 2 | Critical |
### Critical Fixes (Do These First)
1. **[Issue]** — [What is wrong] → [Specific fix]
2. **[Issue]** — [What is wrong] → [Specific fix]
### High Priority Improvements
3. **[Issue]** — [What is wrong] → [Specific fix]
### Medium Priority Enhancements
4. **[Issue]** — [What is wrong] → [Specific fix]
### Low Priority Polish
5. **[Issue]** — [What is wrong] → [Specific fix]
Phase 4: Action Plan
Implementation Roadmap
Organize fixes into sprints:
| Sprint | Timeframe | Focus | Expected Impact |
|---|---|---|---|
| Sprint 1 | This week | Critical fixes — CTA visibility, copy rewrites | Highest conversion lift |
| Sprint 2 | Week 2 | Trust signals and social proof additions | Reduced cart abandonment |
| Sprint 3 | Week 3-4 | Visual improvements and technical optimization | Better user experience |
| Sprint 4 | Month 2 | A/B testing top changes to validate impact | Data-driven refinement |
Before/After Copy Examples
Provide rewritten copy for the top 2-3 issues identified. Show the current version alongside the improved version so the user can implement immediately.
Anti-Patterns
- Auditing without knowing the audience — recommendations must fit the buyer, not generic best practices.
- Recommending a full redesign — incremental improvements are faster and measurable. Do not suggest starting over.
- Ignoring mobile — 60%+ of e-commerce traffic is mobile. Every recommendation must work on small screens.
- Adding urgency dishonestly — fake countdown timers and inflated "X people viewing" counters erode trust.
- Focusing only on visuals — a beautiful page with weak copy still will not convert.
Recovery
- No page URL available: Ask for screenshots or a screen recording. Audit from visuals if the live page cannot be accessed.
- No conversion data: Benchmark against industry averages (2-3% for most e-commerce). Focus on obvious friction points.
- User overwhelmed by recommendations: Prioritize the top 3 fixes that will have the largest impact. Save the rest for later.
- Platform limitations: Note which recommendations require developer help vs. what can be done in the platform's built-in editor.
- Disagreement on design choices: Back recommendations with data or examples from high-converting stores in their niche.