Templates & Resources

Ecommerce CRO Checklist

Work through 100 conversion checks across PDPs, cart, checkout, trust, UX, and analytics.

Checklist progress

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Homepage

Primary value proposition is visible above the fold.Hero CTA matches the next step in the funnel.Navigation uses plain labels buyers understand.Top-selling category or product path is one click away.Promo message is current and not competing with the main CTA.Social proof appears before long-scroll persuasion copy.Search is visible on mobile and desktop.Hero image shows the product or desired outcome clearly.Above-fold content has no layout shift after images load.Homepage links to sale, new, and best-seller collections.

Product Detail Page

Product title is specific and scannable.Main product image is sharp, fast, and zoomable.Gallery includes product-in-use context.Price, shipping, and returns are visible before add to cart.Variant selectors are large enough for mobile taps.Out-of-stock states explain what happens next.Quantity selector is near add-to-cart only when useful.Reviews or ratings sit close to product title.Size, fit, compatibility, or dimensions are easy to find.Cross-sells do not interrupt add-to-cart flow.Trust badges are specific, not generic decoration.Product copy explains objections and use cases.Delivery estimate is specific enough to reduce hesitation.Sticky add-to-cart appears after primary CTA scrolls away.Images include alt text describing the product.

Cart

Cart clearly lists items, variants, quantity, and price.Discount entry is visible but does not dominate checkout.Cart shows shipping threshold progress when relevant.Checkout CTA is the strongest visual action.Express payment options appear where shoppers expect them.Quantity changes update totals without page confusion.Removal actions require no hidden hover state on mobile.Returns and support links are available near the CTA.Recommended products do not push checkout below the fold.Cart state persists across reloads and sessions.

Checkout

Guest checkout is available or the account requirement is clear.Form fields use correct autocomplete attributes.Validation messages say exactly what to fix.Payment trust markers appear near payment fields.Order summary remains visible on mobile and desktop.Shipping methods show delivery dates or ranges.Unexpected costs appear before the payment step.Back links preserve entered checkout data.Mobile keyboard types match field content.Success page confirms order details and next action.Abandoned checkout email timing is documented.Checkout analytics records errors and step completion.

Trust & Proof

Review count and recency are visible.Customer photos are shown when available.Guarantee language is concrete.Returns policy is written in buyer-friendly language.Shipping cutoffs and regions are clear.Payment methods are current and recognizable.Contact options are easy to find.Security claims are factual and not exaggerated.Press, certifications, or awards link to evidence.Testimonials mention outcomes or objections.

Mobile UX

No horizontal scroll appears on common phone widths.Tap targets are at least 44px tall where practical.Sticky elements do not cover CTAs or form fields.Image galleries support swipe and visible thumbnails.Filters and sort controls are easy to open and close.Page text remains readable without pinch zoom.Checkout buttons stay visible after keyboard close.Header height leaves enough product content visible.Popups have accessible close controls.Mobile performance is tested on a throttled connection.

Performance

Largest product or hero image uses responsive sizes.Noncritical scripts are delayed or scoped.Fonts avoid layout shift with sensible fallback metrics.Third-party tags are audited quarterly.Product pages pass practical LCP checks on mobile.CSS for above-fold layout is not blocked by unused bundles.Image formats are modern where browser support allows.Lazy loading starts below the first viewport only.Cache headers are set for static product assets.A/B test SDK changes render without visible flicker.

Search & Merchandising

Site search handles plurals, misspellings, and product synonyms.No-result search pages suggest useful categories or products.Search results preserve filters and sort state on back navigation.Best-seller collections are curated instead of purely chronological.Unavailable products are hidden, deprioritized, or clearly labeled.Category copy helps shoppers choose without crowding the product grid.Merchandising rules account for margin, stock, and conversion rate.Recently viewed items are available after product browsing.Gift, bundle, or use-case collections map to real buyer intent.Internal search queries are reviewed for product and content gaps.

Analytics & Testing

Primary conversion event fires once per purchase.Add-to-cart, checkout start, and purchase events share item IDs.Revenue values include currency.Experiment exposure is tracked before conversion.QA traffic can be excluded from reports.Variant assignments are sticky across sessions.Sample size is calculated before launch.Stopping rules are written before launch.Segments are defined before result analysis.Every test has a clear hypothesis and owner.Every shipped winner is monitored after rollout.Losing variants are removed after conclusion.Experiment learnings are logged in a searchable format.