How To Conduct An Ecommerce Store Audit

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An online store audit is a check of all internal and external factors that have a real impact on your online business.

During the audit, all elements related to e-commerce are verified, including SEO, SEA, UX, UI, SEM, Social Media, IT, Analytics and all of the elements that are associated with it:

  • Factors on the website (on-site): technical, optimization (algorithms, e.g. Google), marketing, UX / UI.
  • External and market factors: competition and its strength, methods of competition and comparison of deficiencies and advantages in individual elements,
  • Web analytics: statistical data and key KPIs.
  • Marketing performance – i.e. the effectiveness of advertising activities: paid channels (e.g. Google Ads, Facebook Ads), email marketing, content marketing, affiliate marketing, price comparison websites and every possible sales activity that gives results.
  • Marketplaces, i.e. Amazon, Ebay and local sales channels
  • Online visibility: visibility in organic results, visibility in paid results: analysis compared to competition, factors affecting visibility: external links, website analytics
  • Internal integrations: PIM, ERP, Marketing Automation and their efficiency of use
  • Human and material resources as well as the way projects are conducted
  • Finally, recommendations are prepared: a report is divided into a brief and a detailed description that is broken down into critical elements for immediate improvement, and ones that can be postponed until further notice.


Each online store audit should contain:

  1. Checking the effectiveness of existing SEO and recommendations for the future:
  • Keywords, optimization, competition, mobile version
  • Natural and paid results – current situation, errors, recommendations
  • Matching to internet algorithms and popular search engines (e.g. Google, Bing, Yandex)
  • User behaviour during search: what they see, how they make a selection, which results they click, Google Maps


  1. Verification of store optimisation for internet search engines :
  • website structure, internal linking and its logic,
  • indexing of website pages, page duplications, site maps,
  • data and information flow, friendly navigation
  • name matching, friendly url addresses,
  • content on the page: duplication, subject matter and readability, uniqueness, structure, tags used,
  • optimization of the media on the website
  • access management for network robots,
  • key redirects for SEO – 301,
  • the technology (scripts) used and the possibilities of optimization and changes,
  • page loading speed, security,


  1. Evaluation of the effectiveness of paid activities and possible improvements:
  • Paid channels and their effectiveness: Google Ads, Facebook Ads and others
  • Auction platforms and price comparison websites: Allegro, Ebay, Amazon, Ceneo, Nokaut and others
  • Affiliate marketing and sales portals,
  • Multi-level marketing
  • Brand strength and its role, i.e. brand on the web. Your image on the web
  • The use of social media for sales. YouTube, Twitter etc.
  • Performance marketing in your activities,
  • Email marketing and CRM
  • Marketing automation, use and optimization.


  1. How do you use the full potential of your online store?
  • content marketing in sales strategy
  • communication with the client and presentation of the offer,
  • content/media tailored to the needs of users and online bots
  • content marketing and website links
  • creative content creation
  • duplicate abstracts,
  • tools helpful in assessing the quality and usefulness of content,
  • different content, different strategies
  • using the power of content on the Internet – effective methods,
  • keyword analysis and selection (tools),
  • social media


  1. Checking usability of the store.
  • site study method of cognitive wandering
  • completing a checklist of the most important page elements
  • page heuristic analysis
  • analysis of user behaviour on the site
  • content usability testing
  • conducting AB tests if necessary
  • user tests, surveys, customer studies,
  • card sorting analysis


  1. Competition strength assessment and recommendations
  • Check the entire market environment
  • Verify the visibility of competition on the Internet
  • Comparing your paid and free activities to the competition,
  • identification of strengths and weaknesses compared to competitors
  • recommendations on how to jump over competitors in acquiring customers
  • examination of technical, historical, optimization and experience factors
  • recommendations for the future and strategy of SEO / SEM / UX / IT


  1. Effectiveness of using web analytics and measuring activities.
  • use of Google Analytics and search console
  • evaluation of previous analytical activities
  • methods of measuring network traffic, KPI
  • Research on the efficiency of marketing campaigns (mailing, also on social networking sites),
  • Competitiveness Analysis – Ad Planner,
  • Company and service ocean: ocean of tools, code, decision makers, work culture, solutions, risk appetite,
  • knowledge flow and reaction speed to changes,
  • Website performance measurement, qualitative and quantitative measurements,
  • Measuring the degree of positive user involvement,
  • Preparation of conclusions and suggestions on a macro and micro scale.
  • Estimating customer intentions


  1. Usability of the site, i.e. UX operation, is to verify factors such as:
  • online store website layout: readability, consistency,
  • website structure: navigation, home page, subpages,
  • clarity of information provided
  • site usability: forms, contact, product pages, categories, information pages,


During store UX testing, tests are conducted with users regarding the store and its functionalities.

Heat maps are also created (places that users click, read, visit) and in advanced tests eye tracking can be performed , i.e. eye movement testing while browsing and using the store. Such a survey accurately indicates the interest of users.

Important elements that are subject to an online store usability audit:

General utility:

  • Customer path, i.e. correctness, clarity of all elements from entering the store to product search, registration, purchase, payment and receiving feedback
  • User interface: ease of use, transparency, usability on all devices including mobile phones
  • Website consistency: proper structure of the hierarchy of presented elements and information,
  • The graphic designs coherence and usefulness from the user’s point of view


  1. Content made available in the store:
  • The uniqueness and quality of the content
  • Adaptation to customer expectations
  • Exhaustion of the topic
  • High-quality media: photos, videos, audio


  1. Shopping and security
  • Technical and visual aspects of the purchasing process
  • Registration and forms – matching to requirements
  • Promotions, advertising and discounts in the store
  • Purchase security: SSL, database encryption, implementation of the GDPR,
  • Passwords and user management


  1. Store management
  • CMS and its level of service
  • Integrations with external systems, e.g. Amazon, Ebay, Allegro , price comparison websites .


A well-made audit requires a lot of knowledge and experience along with SEO and UX tools, which are often very expensive. However, the recommendations bring profits and increase sales conversions, which will certainly translate into the condition of the entire company.

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