Conversion audit for your Magento shop

What a conversion audit concretely delivers

A conversion audit is not a 60-page report saying 'improve everything'. The result is a list of findings ranked by impact. Each finding has an estimate of the revenue impact and the implementation effort. You know what to tackle first and why.

I deliver a maximum of ten priorities. That may seem limited, but executing more than ten simultaneously rarely works and yields less than focused work on the top three. The ranking is based on data from GA4 enhanced ecommerce, heatmaps and session recordings, not on gut feel.

The report is readable for a non-technical owner and immediately usable by a developer. Each priority contains a description of the problem, what I expect upon resolution, and whether implementation takes a few hours or several days. That gives you an honest picture of what the process involves.

My audit stack: what I use for the analysis

A conversion analysis is reliable when the source data is complete. I combine multiple tools and data sources to get a full picture of what is happening in your funnel.

• ▸GA4 enhanced ecommerce: funnel steps, add-to-cart rate per category, checkout abandonment per step, return rate per traffic source.
• ▸PSI lab and CrUX: load time per page type per device class. Slow load time on PDP increases bounce for mobile visitors.
• ▸Hotjar or Microsoft Clarity recordings: session recordings of visitors who create a cart but do not complete the order. Where exactly do they drop off.
• ▸Heatmaps on homepage, PLP and PDP: which elements receive clicks, which are scrolled past and ignored.
• ▸Magento admin funnel data: orders per traffic source, average order value per category, returns per product group.
• ▸Payment provider logs: abandonment in the payment step per payment method. Which method has the highest drop-off.
• ▸Sample checkout tests on mobile and desktop: I walk through the flow myself and note friction points.

Not every tool is available in every situation. If GA4 has only recently been activated or recordings are not enabled, I work with what is available and indicate which data gap limits the analysis. An audit without GA4 data is more limited but still useful.

Funnel steps I analyse

A Magento funnel has multiple steps and conversion loss can occur at any point. I analyse each step separately because the problem at landing is different from the problem at payment.

• ▸Landing: bounce rate per traffic source and per device class. Paid traffic that leaves immediately is money lost twice.
• ▸Product list page (PLP): click-through rate to PDPs. A low CTR from PLP to PDP means your product images, titles or prices are not convincing.
• ▸Product detail page (PDP): add-to-cart rate. Visitors who load the PDP but add nothing are missing something: trust, clarity or urgency.
• ▸Cart: from cart to checkout start. High abandon on the cart page often points to unexpected shipping costs or lack of trust signals.
• ▸Checkout step 1 (address/shipping): abandon here points to mandatory registration, unexpected delivery times or no desired shipping option.
• ▸Checkout step 2 (payment): abandon at the payment step. Missing iDEAL or Klarna, technical errors, or payment module too far into the flow.
• ▸Success page: is the confirmation clear, does the customer receive an email immediately, and is there a logical next step visible.

Per step I deliver the drop-off as a percentage, comparison with industry averages where I have them, and the most likely cause based on the combined data sources.

Quick wins I see in almost every shop

There are patterns I encounter in almost every Magento shop. Not universal, but frequent enough that I check them as standard.

• ▸Shipping costs visible too late: the visitor sees shipping costs only at checkout step 1. The cart page shows nothing. This causes abandon at the first checkout step, even when the costs are reasonable.
• ▸USP strip missing on PDP: free shipping above a threshold, 30-day returns, quality mark. Information that is on the homepage but not on the product page where the purchase decision is made.
• ▸Payment method only visible at checkout step 2: visitors who specifically want iDEAL or Klarna do not see this until the payment step. A payment method overview on the cart page reduces abandon.
• ▸No postcode autocomplete: on mobile a visitor types their full address. With autocomplete this is two fields. The difference in mobile abandon is measurable.
• ▸Mandatory registration at checkout: guest checkout is disabled, or the option is less prominent than the registration form. This is one of the most documented conversion problems in e-commerce.
• ▸Product images without zoom on mobile: visitors who want to see details and cannot are more likely to drop off than those who can.

Whether these points apply to your shop is something I check in the audit. Not everything is always relevant, but each point that does apply appears in the report with an impact estimate.

What I analyse in depth

Beyond the funnel steps I look at behavioural patterns that are not directly visible in standard GA4 reports.

• ▸CrUX INP per path: interactivity issues on PDP and checkout. A high INP on the payment page noticeably delays form submission on older Android devices.
• ▸Bounce per device class: mobile bounce 20 percent higher than desktop points to a mobile UX problem, not poor traffic quality.
• ▸Return rate per traffic source: organic traffic that returns has higher lifetime value than paid traffic that converts once. This determines where your marketing budget yields the most.
• ▸Cart abandonment per payment step: some payment providers have higher technical error rates on certain banks or device types. This is visible in provider logs but not in GA4.
• ▸Session recordings of abandoned carts: visitors who reach the payment step and drop off show specific behaviour in recordings. This provides clues that quantitative data does not give.

This kind of analysis takes more time than a standard funnel check, but these are the findings that yield the most interesting priorities. Not the obvious buttons, but the problems specific to your shop.

What is in the audit report

The report is not a generic checklist. It is specific to your shop, based on your data, with findings relevant to your funnel.

• ▸Executive summary: three sentences about the biggest opportunities. Readable for someone who does not want to go through the details.
• ▸Funnel overview: drop-off per step as a percentage, compared to the previous measurement period if available.
• ▸Top-10 priorities: ranked by expected revenue impact. Each priority has a problem description, expected improvement when addressed, and effort estimate.
• ▸In-depth analysis per finding: for the highest-impact priorities a detailed description of the cause and recommended approach.
• ▸Data appendices: screenshots of relevant GA4 reports, session recording timestamps for the most relevant segments, heatmap exports.
• ▸Next steps: what you can do yourself, what requires development, and in what order it makes sense to tackle things.

The report is not an assignment to an agency. It is a document you use to prioritise yourself, or that you give to a developer with concrete instructions. You decide what to tackle and when.

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