Shop audit
Read your store the way a shopper, a search engine and a competitor can.
Run it on your site
Put in your Shopify store’s address and your email. We read your whole product feed, a dozen pages in full and your homepage, and email you a private report with what we’d fix first.
Run it on a store you own, or one you’ve been asked to review. We read only what it shows the public, keep the address, your email and the report, and nothing else. The report is private to the link we send. More on that.
Why should I care?
Your shoppers see your store on a phone, next to every other store that sells something like it.
- 76%of US adults have bought something online with a phone, more than have with a computer.
- 64%of 344 leading online stores lay out a product’s details, its size, material and the rest, poorly or only so-so.
- 27outside companies load their code on the typical website.
What to do on your website
- Read one of your product pages on your phone the way a stranger would.
- Make each price agree on the page, in your product feed and in what Google is told.
- Remove the apps and pixels you can’t name a reason for.
More, if you want it
Why this matters
Your store is public in more ways than you see. Its product feed, its tags and its photos’ names can be read by anyone, and every app you add loads something for every visitor.
This audit reads the store the way a shopper, a search engine and a competitor can, and tells you what it costs you to run, what leads people to buy around you, and what your listings leave out.
Six questions about your store
What do you rent? Who else is on your homepage? Can shoppers buy it elsewhere? Do your listings tell a buyer enough? Do your prices agree? How is it on a phone?
What you rent
Your plan, theme and apps, priced from Shopify’s published prices, and what a year of them costs.
Who else is on your homepage
Every outside company your homepage loads for each visitor, each named from its own settings.
Whether shoppers can buy it elsewhere
Your public tags, the names of your photos and the barcodes your pages give Google, and a search for your photos to find who else sells the same piece.
How your listings read
Every listing in your feed, checked for size, material, condition and photos, and a dozen read closely.
Whether your prices agree
The price on your page, the one Google is told and the one a shared link shows.
Speed and access on a phone
Google’s measurement of your homepage on a phone, and your real visitors’ numbers when Google has them.
What we can see from outside, and what we can’t
We read what your store shows anyone. We don’t log in, and we don’t see your orders, your apps’ settings or your Shopify admin.
A tag that names a place may say where you found a piece, or something else; only you know, so those aren’t counted. Photo names that only look like a catalog number are shown for you to check, never counted. We search two dozen of your photos with Google’s reverse image search, not all of them, and a marketplace may not show us its price. The rent is your plan and apps at their published prices; your own bill may differ.
Your report is yours
We keep the store’s address, your email and the report, and nothing else.
The report opens only from the private link we email you. We read only public pages, and our reader says who it is in every request. We’re told when an audit runs, so a person here can follow up if you’d like to talk it through. You can run three audits a day.
All the advice, in full
Keep notes and suppliers out of your tags
Shopify publishes every product’s tags. Keep internal notes and where you buy in metafields, which shoppers never see.
Shoot your own photos
A photo named for the company that made it can lead a shopper straight to them. Your own pictures are yours.
Answer a buyer’s questions on the page
Size, material and, for anything vintage, condition. A buyer who has to ask often doesn’t.
Make your prices agree
The price on your page, the one Google is told and the one a shared link shows should be the same number.
Count what loads for every visitor
Every pixel and app script on your homepage is another company watching, and another wait for your customer. Keep the ones that earn it.
Know what you rent
Your plan, your theme and your apps add up to a yearly bill. Look at it as one number before adding the next app.
What people get wrong
- If the price on my page is right, Google shows the right price
- Google checks your feed’s price against your page and its structured data. When they don’t match, the product can be turned down, and repeated mismatches can suspend the account.
- My product tags are private
- Shopify publishes every product’s tags, vendor and barcodes in its public product data, which anyone can read without signing in.
- A few tracking scripts don’t slow anything down
- Google’s Lighthouse says outside scripts can significantly affect how fast a page loads, and flags any that hold the browser up for a quarter of a second or more.
- “Fast enough” is a matter of opinion
- Google publishes the targets: the main content within 2.5 seconds, a response to a tap within 200 milliseconds, for three visits in four, with phones counted on their own.
Where these numbers come from
Every figure on this page comes from one of these 10 sources. The small numbers in the text point here.
Survey
For shopping, phones are common and influencers have become a factor, especially for young adults·
Report
Product Spec Sheet benchmark·
Report
Product Page UX·
Data
Third Parties·
Web Almanac
Guidance
Web Vitalsweb.dev
Guidance
Reduce the impact of third-party codeChrome for Developers
Guidance
Mismatched product priceMerchant Center Help
Guidance
GTINMerchant Center Help
Reference
Product AJAX API referenceShopify.dev
Reference
Pricing