CRO Audit Questionnaire

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Brand & Business

The basics about who you are and what you sell.

Your name*

Your email*

1Brand name:*

2Website URL:*

3Briefly describe the brand, what you sell, and what makes you different from competitors.

4Who is your target customer, and which markets/countries do you sell in?

5What is your main business goal right now? (e.g. more purchases, higher CVR, higher AOV, better profitability)

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Section 2 of 7

Products & Offers

What you sell, and what you push hardest.

6What are your best-selling products, and which of them get most of your paid traffic?

7What offers do you currently use? (discounts, bundles, subscriptions, guarantees, free shipping, etc.)

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Section 3 of 7

Traffic & Performance

Where your visitors come from, and what the numbers say.

8What are your main traffic sources, and which ones drive the most sales? (Meta, Google, TikTok, organic, email, etc.)

9Where do most paid visitors land? (Homepage, collection, product page, landing page, etc.)

10Share any numbers you have: monthly traffic, monthly ad spend, conversion rate, AOV, ROAS, add-to-cart or checkout rate. Screenshots are welcome.

11Which analytics tools do you use (Shopify Analytics, GA4, Hotjar, Clarity, etc.), and are there any tracking issues you know of?

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Section 4 of 7

Customers

Why people buy, and why they hesitate.

12Why do customers buy from you, and what makes them hesitate before buying?

13What questions do customers ask most often?

14Do you have reviews, testimonials, surveys, or support conversations we can use?

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Section 5 of 7

Website & Copy

The pages that matter, and the words we can change.

15Which pages matter most to the business, and which should I prioritize?

16Are there any planned website changes, technical limitations, or Shopify apps/customizations I should know about?

17Are there claims, brand phrases, or brand/tone guidelines the copy must keep?

18Please share any competitor or reference websites, if applicable.

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Section 6 of 7

Your Priorities

What you want this audit to answer.

19Where do you think customers are dropping off, and what do you suspect is the biggest problem?

20What are the top 3 things you want me to investigate, including anything you noticed on the product pages?

21What would make this audit a successful investment for you?

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Section 7 of 7

Implementation Scope (for estimate)

How much help you want after the audit.

22After the audit, what level of implementation support are you looking for?

23Do you already have a Shopify developer/designer, or would you need implementation support from our side?

24If you have a target implementation budget or range, you can share it here. This is optional and only helps us scope the project appropriately.

25Anything else you think would be helpful for me to know before I start?

Review your answers, then download them as a PDF.

Section 7 of 7

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