At the start of your e-commerce, it is common to attract visitors but not make sales. Conduct a conversion audit to detect problems and start selling.
Illustration of a woman looking through the gears of an online store to analyze why it is not generating sales.
On this page
Browse your store as a new customer
Analyze your home page objectively
Review your data to identify where you are losing buyers
Conversion Audit FAQs
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When starting an online store, it is not unusual to attract hundreds or even thousands of visitors, but inexplicably, sales do not arrive.
If you're attracting the right traffic , identifying what's holding back those potential customers can feel like a real puzzle.
There are multiple factors that can influence a customer’s purchasing decision, from seemingly insignificant details like the color of your “Buy Now” button to more strategic aspects like the narrative behind your brand.
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As with any diagnosis, you need to perform an objective canadaphone conversion audit. This will allow you to assess all possible causes and focus on the real problems before fixing them.
Take a moment to step back and look at your online store from a different perspective. Analyze it with fresh eyes and ask yourself the following key questions:
Is your site's main navigation intuitive and easy to use?
Could you simplify your menu by moving less important pages to the footer?
Does your visual brand convey professionalism?
Does your homepage have a compelling call to action?
Does your website text connect with your target audience?
Does your website offer a smooth experience on both mobile and desktop?
Does your business project confidence and security to buyers?
Are visitors adding products to their cart?
Do your customers abandon their carts before completing the purchase?
Are pricing or payment options a barrier for your customers?
Are you using remarketing strategies with your website visitors?
Do you know how visitors interact with your website: what they click on, how they navigate, or what they search for?
What other factors could be making it difficult for you to convert visits into sales?
Browse your store as a new customer
Most of your potential customers have purchased online before, so they know what to expect from a shopping experience.
Just as fitting rooms in a physical store are often located at the back, users have certain expectations about how a website should function. While some of these conventions may seem obvious, any errors in navigation can translate into lost sales.
This is where a conversion audit can be key to detecting and correcting these failures.
Is your site's main navigation intuitive and easy to use?
Typically, users move from your homepage to your products and finally to the checkout process using navigation menus. These menus are typically found in the header (top) and footer (bottom) of your website.
Bailey Nelson's Navigation Menus
You can clearly see the priorities for shoppers reflected in the header and footer navigation menus of the Bailey Nelson eyewear store .
Major retailers like Bailey Nelson , Knixwear , and Kylie Cosmetics exemplify good navigation practices by displaying the items customers expect to find.
In the header, it is common to include a “Shop” button, which leads to a collections page or a drop-down menu with categories such as sweaters, t-shirts, or shorts.
Morphe Expandable Navigation
Morphe , for example, keeps its main navigation clean and straightforward. Its “Shop” button opens a drop-down menu with specific categories.
Depending on your business, in addition to products, header pages may include sections to other pages that customers may want to visit before making a purchase, such as:
About us : For those who want to know more about your brand or the story of its founder.
Contact us : For customers who have questions.
Frequently Asked Questions : To answer common questions about the products.
Shipping : Detailing additional costs and delivery times.
Size Guide: Helping customers choose with confidence and reducing returns.
Bombas navigation example with size guide and about page
Bombas integrates key pages such as “About Us” and “Size Guide” into its main menu to help customers learn about the brand and facilitate purchasing decisions.