Daily, I get many website audit requests from ecommerce managers, business owners, and entrepreneurs who are looking for ways to improve their websites on Shopify, Shopify Plus and other platforms. This is because performing a proper website audit of your online business can drive conversions and improve overall user experience and functionalities of your website.

I prepared an updated website audit checklist template in 2023 with a detailed explanation in the article of how to do a proper website audit. To download your FREE Website Audit Checklist Template click here


At Ecommerce Pro, we help online businesses scale. Get your website audited by Trusted Experts and within just 48 hours. Learn more about Website Audits


What is a Website Audit?

A website audit is the process of analyzing a website performance based on different criteria. This starts with the overall look and feel once someone lands on a website (above fold section), to the overall user experience, website navigation, website features, add-ons and functionality, content, and full website performance check like analytics, speed, and top performing pages.   


What is a Website Audit Checklist Template?

A website audit checklist template is a to-do list to ensure your website is performing as it should. This includes design, features, content, and analytics. To download your FREE Website Audit Checklist Template click here


Part 1. Website Structure and Usability

This is the first part of your website audit checklist – looking into your navigation and user experience. To start, check your above-the-fold section – the first thing you see on your screen without even scrolling. As this is the first insight into your business, it’s important that you ensure you have a clear call to action on your header. This could be in your banner or header menu as a Contact Us, Request a Quote, or Shop Now – depending on your type of business. The other part you need to confirm is having a clear header menu and navigation. Can your clients understand what you are offering and find what they need easily? Now it’s time to check your website speed and ensure you have no broken links. There are many tools available online to check your website speed and broken links including Uber Suggest. Complying with local laws and regulations regarding website accessibility is important to keep your online business running.

Website Structure and Usability:

Do you have a clear and easy navigation on your website?

Are you featuring different products and collections on your homepage?

Do you have a clear call to action in above the fold section on your website?

Is your website fully responsive on all devices (desktop and mobile friendly)?

Is your website loading fast?

Do you have any broken links?

Is your website accessible to everyone and according to your local laws and regulations?


Part 2. Website Features, Add-ons, and Functionalities:

The second part of your website audit checklist is testing your website features, add-ons, and functionalities. Make sure you have a clear menu on your desktop page and a hamburger menu on your mobile version. I recommend having an auto-complete suggestion search bar, this makes things easier for your client and customer to find what they’re looking for. Check that all of your products and collections are tagged properly so you can enable filters on your collection pages. Delete all unnecessary applications or add-ons you have on your backend. Finally, one of the best ways to build a brand reputation is to have customer testimonials and product reviews displayed on your website. Add upsell and cross-sell apps when needed to increase your customer’s basket. 

Website Features, Add-ons and Functionalities:

Do you have a clear search engine? Auto complete suggestion recommended.

Do you have the right filters and tags?

Did you remove/delete any unnecessary apps or add-on?

Do you have an app to collect product reviews and customer testimonials?

Do you have an app to upsell or cross selling products on your website?

Do you have or require a live chat customer support?


Part 3. Website Content & SEO

The third part of your website audit checklist is the website content and SEO audit. In this part, you will need to check that every page has the right heading tags (H1, H2, H3) and that each page has one H1 along with a 60-character product title and meta description. On your product page, you will need to confirm that your page has the correct clear product title (recommend characters is 60 characters) along with product descriptions, meta descriptions, and alt tags. Finally, if you’re looking for a way to build a long-term relationship with your customers, increase brand loyalty and drive organic traffic to your website, a website blog is your go-to. You will need to have at least 2 – 3 blogs per month as a start.

Website Content & SEO:

Do you have heading tags (H1 - H2 - H3 - … ) correctly?

Do you have one H1 on each page?

Do you have proper product titles? (max 60 chars)

Do you have a proper product and meta description?

Do you have all images optimized with alt-tags and file names?

Are you optimizing your blog section?


Part 4. Website Analytics

The fourth part of your website audit checklist is checking your website analytics. If you’re on Shopify, you can easily check your traffic by page, location, device, and other useful insights like top-performing pages. It’s very important that you analyze your website analytics and understand your traffic sources. This could help you take your next business decisions. You also need to confirm that all relevant codes you have are working and that you have set your Google Analytics and Google Search Console.

Website Analytics:

Check your top performing pages and try to collect some insights.

Check your traffic sources and try to collect some insights.

Check your conversion analytics and measure rates.

Check your Google Analytics and Google Search Console.

Check any relevant tracking codes.


Part 5. Conversions

The last part of your website audit checklist is your conversions. In general, the main reason for a website audit is to drive more conversions into your online business. In order to drive more conversions to your website, you need to ensure every page on your website has a clear call to action. Whether it’s an add to cart button, buy button, request a quote, contact us, or any other type of call to action. The size and color of your price tags should be clear and visible. Last but not least is customer service, create clear Shipping, Return, Refund, Terms, and Privacy policies with a contact us form or live chat to answer any questions or concerns.


Do you have a clear call to action on every page?

Do you have a clear pricing tag? (for ecommerce businesses)

Do you have clear policies? (Shipping, Return, Refund, Terms, Privacy)

Do you have a clear contact us form?

Do you have customer testimonials and product reviews?


Common questions about Website Audit Checklists:

How Can I Create a Website Audit Checklist?

Download your FREE Website Audit Checklist Template here

What is The Purpose of a Website Audit?

The purpose of a website audit is to look for any possible or hidden opportunities to improve your website performance and increase conversions. 

Is a Website Audit Necessary For Any Online Business?

The short answer is no, it’s not necessary that every online business should perform a website audit. However, I usually recommend a website audit on a yearly basis for small – medium-sized online businesses and on a quarterly basis for large–enterprise online businesses. This is because it’s important to ensure that all pages and features are performing well and without any errors or bugs.

How Can I Hire an Expert For a Website Audit?

We help businesses scale! Ecommerce Pro offers website audit services to Shopify, Shopify Plus, and all other platforms including WordPress, WooCommerce, Magento, Salesforce, and much more.


We offer two website audit packages:

Option 1: Website Audit (USD 250): Purchase a quick 10-minute video walkthrough and a PDF document that highlights all of our findings and recommendations for your website. This website audit covers: user experience (desktop + mobile), navigations, features, apps, heading 1, product and pages titles, product and meta descriptions, filters, and search functionalities

Option 2: Advanced Website Audit (Starting USD 1,000): a one-to-one session with an Ecommerce Expert + PDF document that highlights all our findings and recommendations for your website. This website audit covers everything stated in option 1 + full analytics of top pages, speed, broken links, and all heading tags.



In conclusion, a website audit is crucial for many reasons – to improve your website user experience, and navigations, and to drive more conversions into your online business. Having a proper website audit can save you time and money in the future when performed properly. If you’re wondering if your website is up to date and performing as needed, reach out to us at Ecommerce Pro and request a website audit for your ecommerce website. Get in touch with us now.