Store audit and product-page worksheets

60-minute store audit

Store: __________ Date: __________ Reviewer: __________
Customer task: __________ Product/variant: __________
Entry source: __________ Device/browser: __________

Arrival and navigation — 10 minutes

• The destination matches the promise in the originating link or creative.
• The product category and intended customer are understandable.
• Navigation uses customer language.
• Search returns sensible results and handles no-result queries.
• Overlays do not block shopping controls.
• Key actions work with a keyboard and have understandable labels.

Product selection — 15 minutes

• Product, price, variant, image, and stock status agree.
• Photos establish scale, detail, and included items.
• Dimensions, materials, compatibility, and care are verified.
• The page explains who the product suits and relevant limits.
• Delivery information is realistic and easy to find.
• Shipping costs or estimation rules are clear.
• Returns and support routes are accessible.
• Claims have evidence; reviews represent real feedback.

Cart and checkout — 15 minutes

• Add, remove, quantity, and variant changes behave correctly.
• Discounts apply under the advertised conditions.
• The final total and shipping options are understandable.
• Mobile controls remain visible and usable.
• Validation errors explain how to recover.
• Appropriate payment success/failure tests have been completed.
• No live checkout is accidentally left in test mode.

After purchase — 10 minutes

• Confirmation explains what happens next.
• Inventory and fulfillment receive the correct order.
• Tracking links and support routes work.
• Purchase suppresses recovery messages.
• Cancellation and refund processes have an owner.
• Essential messages are not duplicated by multiple apps.

Prioritization — 10 minutes

Severity guide: blocker = prevents or materially misrepresents purchase; high = repeated uncertainty or service failure; medium = plausible improvement needing more evidence. Fix blockers before speculative style changes.

Product-page content brief

Customer and buying situation: __________
Main product promise, supported by facts: __________
Top three pre-purchase questions: __________
Relevant specifications and source of truth: __________
Included / sold separately: __________
Variant differences: __________
Who it suits / when another option is better: __________
Delivery and return information owner: __________
Images needed to explain scale and use: __________
Claims requiring verification: __________

Five observation tasks

Ask a potential customer to:

1. Choose the variant that fits a realistic need.
2. Explain what arrives in the package.
3. Estimate total cost for their situation.
4. Find the likely delivery information.
5. Explain how they would get help or arrange a return.

Record what they actually do and say. Do not direct them to the answer during the task. A small sample identifies possible issues; it does not measure their prevalence in the whole audience.

Conversion change log

Observed issue: __________
Evidence and confidence: __________
Proposed change: __________
Expected customer benefit: __________
Primary business measure: __________
Guardrail measures: __________
Date and affected pages: __________
Concurrent changes or promotions: __________
Results and uncertainty: __________
Decision: keep / revise / revert / collect more evidence.