The Shopify CRO Checklist: 70 conversion checks by Cam Gawley

0

SW · 16 items

Sitewide

SW-01Needs a purchase●●● Loads fast on a phoneEvery extra second on mobile bleeds shoppers before they see a product.Needs a lab speed test; not scored in v1.
SW-02Auto●●○ Mobile viewport set upWithout it the store renders like a shrunken desktop page on phones.99% of 100 brands we scored pass
SW-03Auto●○○ Images described with alt textAccessible to screen readers and readable by search engines.76% of 100 brands we scored pass
SW-04Auto●○○ Images below the fold load lazilyThe first screen paints faster when the rest waits its turn.78% of 100 brands we scored pass
SW-05Capture●●○ A buy button on every key pageEvery page should have a next step. Dead ends kill sessions.
SW-06Capture●●○ Buttons that popHigh-contrast buttons get seen and clicked. Ghost buttons get skipped.
SW-07Capture●○○ Button copy matches the moment"Shop the bundle" beats "Submit". Copy that matches intent lifts clicks.
SW-08Capture●○○ Six top menu items or fewerA short menu makes the path to product obvious.
SW-09Capture●○○ Sticky header on scrollCart and menu stay one tap away however deep the shopper scrolls.
SW-10Auto●●○ Search that finds thingsSearchers convert at a higher rate. Give them a visible box with suggestions.88% of 158 brands we scored pass
SW-11Auto●●○ Cart top right with a live countShoppers look there by habit. A count confirms the add worked.66% of 158 brands we scored pass
SW-12Auto●●○ Free shipping threshold in plain sightA clear threshold nudges order value up without a discount.43% of 168 brands we scored pass
SW-13Auto●○○ Two or more ways to get helpEmail plus chat or phone tells a new buyer real people stand behind it.51% of 176 brands we scored pass
SW-14Auto●○○ Policies one click awayShipping and returns policies a click from the footer answer the last objection.99% of 169 brands we scored pass
SW-15Capture●○○ Footer that keeps sellingBenefits, category links and support in the footer catch the scrollers.
SW-16Capture●○○ Cookie banner that stays out of the wayCompliance without covering the hero or the buy button.

0

HP · 14 items

Homepage

0

PDP · 20 items

PDP

0

CL · 7 items

Collections

CL-01Capture●●○ Sort and filter, top rightShoppers with intent want to narrow fast.
CL-02Capture●●○ Products first, small or no heroA huge banner pushes the products below the fold.
CL-03Capture●●○ Two products per row on mobileBig enough to see, dense enough to compare.
CL-04Capture●○○ Bestsellers firstLead with what already sells.
CL-05Capture●○○ Uniform tiles and imageryConsistent tiles let the product, not the layout, do the talking.
CL-06Capture●○○ Ratings and quick add on tilesProof and a fast add on the grid shorten the path.
CL-07Needs a purchase●○○ Back button keeps scroll positionLosing your place after viewing a product is a quiet conversion killer.Needs an interactive session.

0

CT · 7 items

Cart

CT-01Needs a purchase●●● Free shipping progress barShowing how close they are adds items without a discount.Needs an add to cart; not scored in v1.
CT-02Needs a purchase●●○ Low-cost add-ons in the cartA small add-on at the last step lifts order value.
CT-03Needs a purchase●○○ Easy quantity edits and removeFriction in the cart sends people back to the tab they came from.
CT-04Needs a purchase●●○ Subtotal and savings next to checkoutConfirm the deal right where they commit.
CT-05Needs a purchase●○○ Discreet discount fieldA big coupon box sends shoppers off hunting for codes.
CT-06Needs a purchase●●○ Express checkout in the cartShop Pay in the cart drawer turns intent into an order in a tap.Modern replacement for lock icons and seals.
CT-07Needs a purchase●○○ Empty cart that sellsAn empty cart should show bestsellers, not a dead end.

0

CO · 6 items

Checkout

CO-01Needs a purchase●●● Guest checkoutForced account creation is the classic abandonment trigger.Default on Shopify checkout.
CO-02Needs a purchase●●● Express pay first: Shop Pay, Apple Pay, Google PayAccelerated wallets are the modern trust signal.Replaces old-school security seals.
CO-03Needs a purchase●●○ Email first, minimal fieldsCapture the email early and ask only for what you need.
CO-04Needs a purchase●●○ Clear order summaryNo surprises between cart and payment.
CO-05Needs a purchase●●○ Post-purchase upsell before the thank-you pageA one-click offer after payment adds revenue with zero checkout risk.Detected from the stack when a post-purchase app is present.
CO-06Needs a purchase●○○ Distraction-free layoutRemove the exits. Keep the logo, the order and the button.Default on Shopify checkout.

Tick your way to a store that sells.

Sitewide

Homepage

PDP

Collections

Cart

Checkout

One teardown a week, checklist in hand.