An ecommerce conversion audit should follow a customer from product discovery to a confirmed order. A traffic increase will not help much if buyers cannot understand the product or complete checkout.
Start with the product decision
Check whether the page answers practical questions about suitability, variants, specifications and what is included. Review image clarity and how the experience changes on a small screen.
Look for important information that appears too late, such as delivery restrictions or extra charges. The goal is to reduce surprises, not hide them until the customer has invested more time.
Inspect the transaction flow
Test variant selection, cart changes, address entry, payment failures and order confirmation. Use authorised test methods that do not create unintended live charges. Verify that an error tells the customer what to do next.
Compare Analytics events with actual order records. A checkout-start event is not a sale, and a thank-you page reload should not count another purchase.
Prioritise the findings
Separate broken interactions from content gaps and optional design improvements. Ask the reviewer to provide evidence and an evaluation method for each proposed change.
Google's Web Vitals overview provides common performance measures. Pair those with real task completion: a fast page with an unusable variant selector still needs repair.
Implement changes in manageable groups so you can understand their effect. Compare relevant traffic segments and avoid attributing every sales movement to the latest design change. Brief an ecommerce specialist with the full customer journey and the business records needed to validate it.