Ecommerce CRO checklist: From homepage to thank-you page

A one-pass audit of a whole store. Use it at the start of the Wonder phase to find where to look harder. It isn’t a list of fixes: every unticked item is a question for your data and research.

How to use it

1. Walk through the store as a first-time customer, on a phone first, then on desktop.
2. Tick what’s true and note what you saw for each gap.
3. Count gaps per section. The section with the most gaps, and the biggest drop in your funnel, is where to research next.
4. Go deeper there: recordings, an on-site survey, and for checkout problems, the checkout checklist.
5. Write hypotheses and rank them with PXL.

Notes

• Fix measurement first. Every other finding depends on data you can trust.
• Bugs (broken filters, missing labels, slow pages) usually don’t need an A/B test. Fix them and monitor.
• For the bigger picture, read ecommerce conversion rate optimization.

The checklist

Your ticks are saved in this browser only.