The E-commerce Conversion Checklist: 25 Checks Before You Buy More Traffic

Scaling ads into a store that leaks is the most expensive mistake in e-commerce. Run through these checks first — they come from the issues we see most often in CRO audits.

Speed and technical

• Product pages load their main image in under 2.5 seconds on a mid-range phone over 4G.
• No layout shift when fonts, reviews or apps load.
• Unused apps are removed — every app adds scripts.
• Images are served in modern formats at the right size.
• Tracking fires once per event (no duplicate purchases in analytics).

Product pages

• The first screen on mobile shows the product, price, key benefit and add-to-cart.
• Images are true to colour and show scale, texture and use.
• Variants (shade, size) are obvious and easy to select.
• Delivery time and cost are visible before the cart.
• Reviews appear near the price, with photos where possible.
• Common objections are answered on the page, not in an FAQ nobody opens.

Offer and trust

• Bundles and offers are explained in one sentence.
• Payment methods customers expect in your market are available and shown.
• Returns policy is clear and easy to find.
• Contact options are visible — especially WhatsApp in markets that use it.
• The store looks consistent with the ads that brought the visitor.

Cart and checkout

• Adding to cart gives clear feedback without leaving the page.
• The cart shows totals including delivery.
• Upsells don't block the path to checkout.
• Express payment options appear early.
• Checkout asks only for what's necessary.
• Discount code fields don't send people off to search for codes.

Measurement

• Funnel steps are tracked: product view, add to cart, checkout, purchase.
• Store revenue and analytics revenue roughly match.
• Session recordings are reviewed monthly.

Fix what fails, then scale traffic. If you want a second pair of eyes, our e-commerce team runs full conversion audits.