Gamma Waves - Audit Checklist

Introduction

Has your Shopify store hit a revenue plateau? For high-revenue Shopify brands generating $20M+ annually, even small improvements in site performance and user experience can translate to millions in additional revenue.

This interactive audit checklist, based on our proven methodology, will help you identify the hidden issues that may be limiting your conversion rate. Each section includes actionable items to evaluate your site, a scoring system to prioritize improvements, and expert insights from our work with brands like Brochu Walker, DÔEN, and Nuun.

How to Use This Checklist

1. Go through each section and honestly evaluate your store against the criteria

2. Score each item on a scale of 1-5 (1 = major issues, 5 = optimized)

3. Calculate your section scores to identify priority areas

4. Use the recommendations to create an action plan

5. Track improvements over time by re-auditing regularly

Let's uncover what's holding back your Shopify store's performance!

BONUS: If you want to save time, we can audit your store for you to show you exactly how to increase your CVR by 30% or more.

Section 1: Site Speed & Performance Audit

Page Load Time Assessment

☐ Homepage loads in under 3 seconds on mobile devices

☐ Product detail pages load in under 2.5 seconds

☐ Collection pages load in under 3 seconds

☐ Cart and checkout pages load in under 2 seconds

☐ Images appear quickly without causing page layout shifts

Technical Performance

☐ Google PageSpeed score above 80 for mobile

☐ Google PageSpeed score above 90 for desktop

☐ No JavaScript errors in browser console

☐ Web Vitals (LCP, FID, CLS) all pass Google's thresholds

☐ GTmetrix performance grade of B or higher

Image Optimization

☐ All product images use modern formats (WebP or optimized JPEG)

☐ Image dimensions are appropriate for their display size

☐ Lazy loading implemented for below-the-fold images

☐ Image alt text present and descriptive for all images

☐ Product gallery images maintain quality while optimized for speed

App & Third-Party Script Assessment

☐ No unnecessary or duplicate Shopify apps installed

☐ Third-party scripts load asynchronously when possible

☐ Apps and integrations prioritized by business impact

☐ No redundant functionality across multiple apps

☐ Regular audit process for removing unused apps

Mobile Performance

☐ Mobile and desktop performance metrics are comparable

☐ Touch targets are appropriately sized (at least 44x44 pixels)

☐ No horizontal scrolling or overflow issues on mobile

☐ Mobile-specific optimizations for critical user paths

☐ Accelerated Mobile Pages (AMP) considered for key landing pages

EXPERT INSIGHT: "One of our client's collection pages had 32 product images that were collectively 12.8MB in size. After optimization, the same page with the same visual quality was just 3.2MB—a 75% reduction. This translated to the page loading in 2.1 seconds instead of 8.3 seconds on a standard mobile connection."

SECTION SCORE: ___ /25

Section 2: User Experience & Conversion Path Audit

Product Detail Pages (PDPs)

☐ Critical product information visible without scrolling

☐ Clear, prominent Add to Cart button

☐ Size/variant selection is intuitive with clear availability indicators

☐ Product images are high quality with zoom functionality

☐ Product descriptions are scannable with key details highlighted

Navigation & Search

☐ Site navigation reflects how customers actually shop

☐ Predictive search shows visual results as users type

☐ Mobile navigation is simplified and touch-friendly

☐ Filters and sorting options work properly on all devices

☐ Category structure based on customer shopping patterns, not internal logic

Cart & Checkout Experience

☐ Cart is persistent across sessions and devices

☐ Express checkout options (Shop Pay, Apple Pay, PayPal) available

☐ Shipping costs visible before entering checkout

☐ Clear progress indicator for multi-step checkout

☐ Minimal required fields in checkout forms

Trust & Social Proof

☐ Customer reviews prominently displayed on product pages

☐ Security badges visible at key decision points

☐ Clear return/exchange policies easily accessible

☐ Inventory visibility for products with limited stock

☐ Brand story and quality commitment showcased appropriately

Mobile Shopping Experience

☐ Mobile checkout optimized with larger form fields

☐ Product filtering works properly on mobile

☐ Critical CTAs visible without scrolling on mobile

☐ Mobile gallery experience is smooth and intuitive

☐ Forms validate in real-time with clear error messaging

EXPERT INSIGHT: "For one client, we integrated the size guide directly into the product page as an expandable section, keeping customers in the purchase flow while still providing the information they needed. This simple change increased add-to-cart rate by 4.2% on its own."

SECTION SCORE: ___ /25

Section 3: Revenue Optimization Audit

Upsell & Cross-Sell Strategy

☐ "Complete the Look" or "Frequently Bought Together" sections on PDPs

☐ Personalized product recommendations based on browsing history

☐ Strategic product bundling with slight discounts

☐ Post-purchase upsell opportunities in order confirmation

☐ Email follow-ups with personalized recommendations

Pricing & Promotion Strategy

☐ Tiered shipping thresholds to encourage higher spend

☐ Strategic discounting that protects margins

☐ Limited-time offers that create urgency without devaluing products

☐ Gift with purchase or other threshold-based incentives

☐ Loyalty program that rewards higher spending

Merchandising Effectiveness

☐ Best-sellers and high-margin items prominently positioned

☐ Strategic category groupings based on shopping patterns

☐ Clear product hierarchy on collection pages

☐ Effective display of color variants and product options

☐ Seasonal and contextual merchandising regularly updated

Cart Abandonment Recovery

☐ Abandoned cart email sequence with increasing incentives

☐ Exit-intent messaging for potential abandonment

☐ Persistent cart that saves items for returning visitors

☐ Strategic reassurance messaging at key abandonment points

☐ One-click return to cart from abandonment emails

Customer Lifetime Value Strategy

☐ First purchase follow-up sequence encouraging repeat purchases

☐ VIP or membership program for frequent buyers

☐ Personalization based on purchase history

☐ Reorder reminders for consumable products

☐ Exclusive benefits for high-value customers

EXPERT INSIGHT: "During our optimization for a higher end apparel client, we tested a tiered discount structure where customers received a gift card for future purchases rather than an immediate discount (e.g., $50 gift card with $250 purchase). This approach increased AOV by 12% while ensuring customers returned for a second purchase, effectively increasing lifetime value."

SECTION SCORE: ___ /25

Section 4: Technical Foundation Audit

Code Quality & Organization

☐ Clean, well-structured theme code without redundancies

☐ Proper use of Shopify's section and block structure

☐ CSS and JavaScript files properly minified

☐ No render-blocking resources in critical rendering path

☐ Custom code follows best practices and is well-documented

Accessibility Compliance

☐ WCAG 2.1 AA compliance for all critical user paths

☐ Proper contrast ratios for text against backgrounds

☐ Keyboard navigation works for all interactive elements

☐ Screen reader compatibility with proper ARIA attributes

☐ Form fields have associated labels and clear error states

Analytics & Tracking

☐ Google Analytics or similar tool properly implemented

☐ Enhanced e-commerce tracking enabled

☐ Goal tracking for key conversion points

☐ UTM parameter tracking for marketing campaigns

☐ Heat mapping or session recording tools to analyze user behavior

Security & Compliance

☐ SSL certificate properly implemented

☐ PCI compliance for payment processing

☐ Privacy policy and terms of service up to date

☐ GDPR/CCPA compliance (if applicable to your markets)

☐ Regular security audits and updates

Platform & Integration Management

☐ Shopify theme up to date with latest version

☐ APIs and integrations properly documented

☐ Headless or custom implementations well-maintained

☐ Systematic testing process for Shopify updates

☐ Disaster recovery plan in place

EXPERT INSIGHT: "Many Shopify merchants don't realize that every app they install adds extra requests to the server, slowing down their site. One client had 12 installed apps, but only 7 were actually being used regularly. The others were either abandoned experiments or had been replaced with newer solutions but never properly removed."

SECTION SCORE: ___ /25

Section 5: Common Shopify Mistakes & How to Fix Them

Mistake #1: App Overload

Problem: Too many apps installed, many unused or redundant, creating code bloat and slowing down the site.

Solution:

• Conduct a regular app audit

• Remove unused apps completely (not just deactivate)

• Consolidate functionality where possible

• Consider custom lightweight solutions for critical functionality

Mistake #2: Unoptimized Images

Problem: Oversized, uncompressed images drastically increasing page weight and load times.

Solution:

• Implement proper image sizing for different devices

• Convert to modern formats like WebP

• Use lazy loading for off-screen images

• Set up automated image optimization in your workflow

Mistake #3: Poor Mobile Experience

Problem: Mobile interface that's difficult to use, slow, or missing key functionality despite majority of traffic being mobile.

Solution:

• Design for mobile-first, not desktop-first

• Test thoroughly on multiple devices and browsers

• Ensure all interactive elements are easily tappable

• Simplify navigation and checkout for mobile contexts

Mistake #4: Unintuitive Product Organization

Problem: Navigation and product organization based on internal company logic rather than how customers actually shop.

Solution:

• Analyze search terms and browsing patterns

• Create intuitive category groupings

• Implement better filtration options

• Use data to inform merchandising decisions

Mistake #5: Checkout Friction

Problem: Complex, multi-step checkout process with unnecessary fields and limited payment options.

Solution:

• Remove or make optional any non-essential fields

• Add express checkout options

• Show shipping costs earlier in the process

• Implement persistent cart functionality

• Add progress indicators and trust-signal messaging

When to DIY vs. When to Hire an Expert

When to DIY:

• Basic image optimization - Tools like Shopify's built-in compression can help

• Removing unused apps - You can safely audit and remove clearly unused apps

• Simple content updated - Product descriptions, policy pages, etc.

• Basic SEO improvements - Meta titles, descriptions, and alt text

• Minor UI adjustments - Color changes, button text, etc. through the theme editor

When to Hire an Expert:

• Site-wide performance issues - When PageSpeed scores are consistently low

• Custom functionality development - When standard apps don't meet your needs

• Complex UX redesigns - When user testing shows major navigation or conversion issues

• Technical debt cleanup - When years of changes have accumulated into a messy codebase

• Accessibility compliance - To ensure legal compliance and universal usability

• Advanced analytics implementation - For enhanced tracking and data collection

EXPERT INSIGHT: "At the $20M+ revenue level, even a 0.5% improvement in conversion rate translates to approximately $100,000 in additional annual revenue. Professional optimization typically delivers an ROI within months, not years."

Your Audit Results & Next Steps

Overall Score Calculation

• Site Speed & Performance: ____ /25

• User Experience & Conversion Path: ____ /25

• Revenue Optimization: ____ /25

• Technical Foundation: ____ /25

TOTAL SCORE: ____ /100

Score Interpretation

• 85-100: Excellent - Your store is highly optimized, focus on refinement and testing

• 70-84: Good - Some opportunities for improvement, prioritize lowest-scoring areas

• 50-69: Average - Significant optimization potential, start with high-impact areas

• 30-49: Below Average - Multiple issues affecting performance, consider a comprehensive approach

• Below 30: Critical - Major issues likely impacting revenue, expert help recommended

Recommended Next Steps

1. Prioritize Issues: Focus on the sections with the lowest scores first

2. Create an Action Plan: Document specific changes needed based on low-scoring items

3. Set Benchmarks: Establish current baseline metrics to measure improvements against

4. Implement Changes: Address high-impact, low-effort items first

5. Measure Results: Track performance changes after each implementation

6. Reassess Regularly: Plan to conduct this audit quarterly to identify new opportunities

Get Expert Help with Your Shopify Optimization

Not sure where to start? Or want professional guidance on implementing these improvements?

Gamma Waves specializes in helping Shopify stores generating $20M+ in revenue achieve dramatic improvements in conversion rates, average order value, and overall site performance.

Our Free Mini-Audit Includes:

• Professional assessment of your top 3 conversion blockers

• Prioritized recommendations based on potential impact

• Estimated revenue lift from implementing changes

• Custom roadmap for implementation

BONUS: If you want to save time, we can audit your store for you to show you exactly how to increase your CVR by 30% or more.

About Gamma Waves

Gamma Waves is a leading Shopify Plus agency specializing in conversion rate optimization for brands generating around 20M wanting to reach 100M. Our clients typically see a 30%+ increase in conversion rates through our data-driven optimization approach. We've helped brands like Brochu Walker, DÔEN, Nuun, and Flight Club achieve remarkable results through strategic site improvements.