BEFORE YOU BUY MORE TRAFFIC — ECOM COACH
By Ashley Kays | ecomcoach.xyz

STORE + PERIOD REVIEWED:
MAIN CUSTOMER + PRODUCT:

[ ] Acquisition message matches the landing page.
[ ] Product benefits, limitations, sizing, and compatibility are clear.
[ ] Mobile purchase controls and essential information are usable.
[ ] Shipping costs and delivery expectations are visible before surprise.
[ ] Returns and support information are easy to find.
[ ] Checkout validation and payment options have been reviewed.
[ ] Welcome and recovery messages have correct entry and exit rules.
[ ] Purchasers and unsubscribed contacts are handled correctly.
[ ] Post-purchase messages support use, care, and a relevant next step.
[ ] Net revenue, discounts, refunds, and variable costs are defined.
[ ] Acquisition cost uses a clear customer and period definition.
[ ] Repeat-purchase assumptions use observed cohort behavior.

ONE PRIORITY
Issue:
Evidence:
Change to test:
Owner:
Primary metric:
Guardrail:
Review date:
What result would change our next decision?

Numbers in teaching examples are illustrative, not forecasts.
Discuss your store: https://cal.com/waymakeragency/15min