Eight expert audits,
in one report
Every category carries a fixed weight toward your overall score. Here is what goes into each one, how we measure it — and the 19 tools that act on what they find.
SEO
How we measure it: Static analysis of the rendered HTML for every crawled page — titles, meta, canonical & structured-data are parsed with Cheerio, then validated against Google & Shopify best practice.
- ✓Title & meta-description length and uniqueness
- ✓Canonical tags, hreflang & pagination signals
- ✓Open Graph / Twitter card completeness
- ✓JSON-LD structured data (Product, Organization, Breadcrumb)
- ✓Heading hierarchy (single H1, logical nesting)
- ✓robots.txt, XML sitemap & indexability
- ✓Image alt coverage & descriptive link text
Performance
How we measure it: Real Core Web Vitals from Google PageSpeed Insights — CrUX field data (real Chrome-user p75) when it exists, Lighthouse lab data otherwise — combined with our own page-weight & render-blocking analysis.
- ✓LCP, CLS, TBT & INP against Google thresholds
- ✓Lighthouse performance score (lab)
- ✓Total page weight & image payload
- ✓Render-blocking scripts & stylesheets
- ✓Next-gen image formats (WebP/AVIF) & lazy-loading
- ✓Responsive image sizing via Shopify CDN params
Accessibility
How we measure it: A WCAG 2.1 pass over the DOM: we inspect interactive elements, landmarks and color tokens to flag barriers that also hurt SEO and conversion.
- ✓Form labels & accessible names
- ✓Image alt text & decorative-image handling
- ✓Color-contrast ratios (AA)
- ✓Focus order, visible focus & keyboard traps
- ✓ARIA roles, landmarks & heading structure
- ✓Language attribute & document title
Shopify Best Practices
How we measure it: Shopify-native heuristics: we fingerprint the theme, enumerate installed apps & injected scripts from the storefront, and score them for bloat, overlap and Liquid mis-use.
- ✓Theme detection & version freshness
- ✓App-bloat scoring & duplicate-functionality apps
- ✓Third-party tracker & script inventory
- ✓Shopify CDN image sizing & srcset usage
- ✓Liquid rendering & asset-pipeline issues
- ✓Storefront best-practice compliance
Conversion (CRO)
How we measure it: We look for the on-page trust & friction signals that move add-to-cart and checkout rates, detecting their presence across the homepage, product and cart pages.
- ✓Sticky / persistent add-to-cart
- ✓Product reviews & social proof
- ✓Trust badges & payment reassurance
- ✓Shipping & returns visibility
- ✓Cart-abandonment & urgency signals
- ✓Clear, above-the-fold calls to action
Technical
How we measure it: Infrastructure & crawlability checks on HTTP responses and headers across the crawled URL set.
- ✓Redirect chains & broken links
- ✓HTTP status codes & soft 404s
- ✓Mobile viewport & responsive meta
- ✓Caching & compression headers
- ✓URL structure & duplicate content
Security
How we measure it: Response-header and transport inspection to catch the misconfigurations attackers and browsers penalise.
- ✓HTTPS enforcement & HSTS
- ✓Content-Security-Policy & X-Frame-Options
- ✓X-Content-Type-Options & referrer policy
- ✓Mixed-content & insecure asset loading
- ✓Exposed server / version headers
Trust & Compliance
How we measure it: Policy & consent detection — we confirm the legal pages and consent mechanisms that regulators (and shoppers) expect a store to have.
- ✓Privacy & cookie policies present
- ✓GDPR / CCPA cookie consent banner
- ✓Refund & shipping policy pages
- ✓Terms of service & contact information
- ✓Data-collection transparency
19 tools in the report
The categories above produce the score. These are the tools that act on it — all of them built, all of them free. Each group says what it needs from you before it can run.
In every audit
Runs from your public storefront URL alone — the same pages any shopper or search engine can already see. Nothing to install, no admin access, no theme code.
0–100 health score
50+ checks across eight weighted categories — SEO, performance, accessibility, Shopify best practice, conversion, technical, security and compliance — combined into one score you can trace point by point.
Severity-ranked issues
Every failed check becomes an issue carrying its evidence, the business impact, the points it costs you, the fix, and a link to the documentation that backs it.
Real Core Web Vitals
LCP, CLS, TBT and INP from Google PageSpeed Insights — CrUX field data from real Chrome users where your traffic supports it, Lighthouse lab data where it does not, and we always say which you got.
Field data, distributed
Not just the p75. What share of your visitors waited more than four seconds, phone and desktop measured separately, dated to the 28-day window it came from so a fix shipped last week is not mistaken for a fix that failed.
Rich-results eligibility
Which Google rich results your pages qualify for, which they miss and why — with the Product, Organization and Breadcrumb JSON-LD generated for you to paste in.
Shopify data, without permission
The theme and its version, every app and tracking pixel loading on the storefront, your markets and currencies, and a catalogue sample — all read from the public store before you grant anything.
Crawl trail & screenshots
Every page we opened — homepage, products, collections, blog and policies — with a screenshot of each as it rendered at the moment we measured it, plus one of your cart, which Shopify tells crawlers not to fetch.
AI Growth Advisor
The findings turned into a roadmap ranked by what each one is worth, split by who has to do the work — what you can change in admin today versus what needs a developer.
PDF export & share links
The whole report as a PDF for the team, or a public link anyone can open without an account. Your audit history and screenshots stay in your dashboard.
Scan a template in depth
The audit is the overview. These three go deeper into one template at a time, open a real sample of your live pages at the moment you ask, and photograph every page they score — so you can see exactly what was measured rather than take our word for it.
Product-page scorecard
Up to ten product pages from your live catalogue, each scored out of 100 against the 16 things that decide whether a visitor buys — and it tells a product problem from a theme problem, so you know whether to fix one listing or one snippet.
Collection-page scorecard
Up to six collections scored on filtering, sorting, what each product card says for itself, and whether the page gives Google anything to rank it on as a category. Almost every fix lands in one template.
Cart scorecard
The last page before the money, on 15 checks from wallet buttons to when the delivery cost is finally mentioned. Your cart drawer is read too, and the score says which checks an empty cart could not answer rather than guessing them.
Receipts for every page
Each scanned page carries the HTTP status your server returned, how long it took, how many kilobytes of HTML it sent, and a photograph of how it rendered. A page that 404s keeps its row — that is a finding, not a gap.
Once you connect analytics
Three tools get materially better with your own numbers, and two of them will not print a currency figure without them at all. Pricing a finding against an assumed conversion rate is arithmetic about our guesses rather than about your store — so without a connection they show you the milliseconds and the kilobytes and leave the money blank instead.
Revenue Leak Engine
Each finding priced as a monthly range, from published elasticity research applied to your own traffic, AOV and conversion rate. Always a range with a confidence level, never a single number, and the arithmetic is shown rather than asserted.
App ROI Analyzer
What each app on your storefront actually costs — measured by loading the page without it, not estimated. Its subscription price and the conversion its weight costs you, on one row, so an app that earns less than it takes is visible.
Broken links shoppers actually hit
A link scan sees the dead ends on pages it can crawl. Your analytics add the ones nothing links to any more — the deleted product three blogs still point at, the collection an ad is still landing on — which is where the expensive 404s live.
Between audits
A store does not stay fixed. An app update, a theme edit or a bulk product import can undo a month of work, and the merchant usually finds out from a sales dip weeks later.
Continuous monitoring
Re-audit on a schedule. A check is a full audit, not a lighter second measurement, so what the alert reports is the same number your report shows.
Regression alerts that stay quiet
A move has to fail three independent tests before we email: it went the wrong way, it moved further than the metric’s own noise floor, and it moved further than your store’s own history. Alerts are per episode, not per check, so a problem is reported once rather than every morning.
Progress over time
Every audit is kept, so the score, each category and each metric carry a history — and you can show what changed after you shipped a fix, rather than asserting it.
Frequently asked questions
How many checks does the audit run?+
Over 50 individual checks, grouped into 8 weighted categories: SEO, performance, accessibility, Shopify best practices, conversion (CRO), technical health, security and trust & compliance.
Are the Core Web Vitals real or estimated?+
Real. Performance metrics come straight from Google PageSpeed Insights — CrUX field data (actual Chrome-user measurements) when your store has enough traffic, and Lighthouse lab data as a fallback.
Is this different from a generic SEO tool?+
Yes. Alongside the usual SEO and performance checks, we run Shopify-native heuristics — theme fingerprinting, app-bloat scoring, tracker inventory and Liquid/CDN image checks — that generic auditors don’t know to look for.
Do I need to install an app on my store?+
No. The audit runs entirely from your public storefront URL — nothing is installed and no access to your Shopify admin is required.
Does the audit only tell me what is wrong?+
No — that is roughly the first of 19 tools in the report. The findings are also ranked into a growth roadmap, priced against your own analytics if you connect them, scored per product page, measured per installed app, and re-run on a schedule with regression alerts.
Which parts cost money?+
None of them. Every tool listed on this page is free on every account, including the ones that need an Analytics connection. The groupings above describe what each tool needs from you, not what it costs.
