# Store Page Audit > Audits e-commerce store pages for conversion optimization with layout, copy, trust signals, and technical recommendations. - Skill: `reaperinvest/store-page-audit` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/store-page-audit` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/store-page-audit/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/store-page-audit --- # 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.