When a store underperforms, increasing ad spend can amplify the wrong problem. Separate traffic acquisition from the website journey: can users understand the product, trust the store, buy comfortably on mobile and be measured correctly?
Product page
Check product identity, variants, stock, delivery expectations, useful imagery and a clear add-to-cart action. The page should answer the questions that stop purchase.
Mobile and performance
Test a real phone. Inspect LCP, heavy images, layout shifts, overlapping sticky elements and forms that become difficult to use. Performance tools are diagnostics, not the business goal.
Cart and checkout
Complete the journey as a new customer. Change quantity, remove items, select shipping and payment, trigger validation errors and test back navigation.
Measurement
Verify that GA4, Google Ads or Meta events fire once with correct values. Missing or duplicated purchase events can mislead campaign optimisation.
Technical SEO
Review canonical, noindex, sitemap, faceted URLs, 404/301 behaviour, schema and indexation of categories/product pages.
Prioritise findings
Fix purchase blockers and measurement first, then performance and crawlability, then lower-impact cosmetic issues. A useful audit is ordered by impact, not a flat list of 200 warnings.