Free · 15 questions · 20 minutes
Everybody has a theory about your conversion.
Fifteen questions about your store, scored out of 45 — so you can tell which theory is worth acting on.
Your agency says you need more tests. Your designer says it’s the product page. Someone in last week’s meeting said the ads are bringing in the wrong people. They can’t all be right, and you can’t afford to run all of them to find out which one is.
So the problem was never really the conversion rate. It’s that you have eight plausible explanations and no way to rank them.
This isn’t calibrated so that everyone fails. A well-run store can score 38 and be told plainly that its conversion problem isn’t on this list — and where to look instead.
Twenty-five years leading marketing, more than twenty of them in ecommerce. I built this out of the first week of every audit I’ve run.
The Gap · BCBG · Sephora · LVMH · Beachbody
13 pages · 15 questions · 5 layers · scored out of 45
Fillable PDF · or print it and use a pen
Thirteen pages · fillable score boxes · nobody sees it but you
Where should I send it?
Yes, I’m asking for the store URL. I look at it before I answer anything you send back — that’s the difference between a useful reply and a generic one. If you’d rather not, email me and I’ll just send it.
Free, and there’s no call in it. You get the teardown straight away, then four short emails over the next ten days — one idea each. Unsubscribe from any of them and the document is still yours. Privacy.
The value you get.
A number, and what it means
Out of 45, landing in one of four bands. Each band says plainly what it does and doesn’t tell you — including the one that says your problem isn’t here.
Your 0s — the fix list
They won’t be random. They’ll cluster in one or two layers, and that cluster is where to start on Monday.
Your 2s — usually the fastest money
Things you already found out and never acted on. The finding exists. Only the decision is missing, which makes it cheap to fix.
Who this is for
It’ll be worth your twenty minutes if
- You’re doing somewhere between $3M and $30M, mostly on Shopify or Shopify Plus.
- Traffic is holding or growing. The conversion rate isn’t.
- You’ve had the CRO conversation before — and either the lift never showed up, or it showed up and didn’t hold.
- You can answer questions about your own store honestly when nobody’s watching.
Save your twenty minutes if
- You’re pre-launch or still finding product-market fit. Most of these questions won’t have answers yet, and that’s fine.
- You want a list of tactics to run this week. This diagnoses. It doesn’t prescribe.
- You already know exactly what’s wrong and just need hands to fix it. That’s a different conversation and I’d rather you skip this.
The five layers it reads
Positioning and offer
The layer testing can’t reach, and where most “conversion problems” actually start. If the person arriving and the person the store was written for are different people, nothing below this matters.
Traffic quality
Half of every conversion rate is the traffic. Blended conversion rate is the least useful number in ecommerce, and the cheapest acquisition channel is very often the worst one.
Product pages and merchandising
Where the failure becomes visible — not always where it starts. Does the page resolve a doubt, or describe a product?
Cart, checkout, and the drop-offs
The most-optimized layer, and often the least profitable one to work on. Friction and never-convinced look identical in the abandonment number and need opposite fixes.
Lifecycle and the numbers
The arithmetic that decides whether any of the above is worth doing. Including the one question that ends the most engagements early — and should.
Top to bottom · each layer scores out of 9 · 45 in total
Four honest results
Including one that says your conversion problem isn’t on this list. That result is real, it’s reachable, and some stores get it.
How the scoring works
Every question scores on the same four-point scale. Fifteen questions, three points each — that’s the 45. The whole document turns on the gap between a 2 and a 3.
A 2 is not partial credit toward a 3. It’s a different failure, and usually a more expensive one — because it consumed the effort of finding out and captured none of the value.
Most stores that struggle aren’t flying blind. They know things and act on none of them. That’s why the results tell you to count your 2s before you look at your total.
Step one · score each question 0–3
| 0 | No, or I’ve never looked. |
| 1 | Roughly. I have an instinct, not an answer. |
| 2 | Yes, I know it — but nothing has changed because of it. |
| 3 | Yes, it’s current, and it informs decisions. |
Step two · add the fifteen up, out of 45
- 36–45 your conversion problem probably isn’t on this list.
- 26–35 you know more than you’re using.
- 16–25 three or four fixable leaks, and you already suspect two.
- Under 16 the first finding is the measurement itself.
What this can’t do
It’s a self-assessment. It can’t see your analytics, your traffic mix, or your margin structure, so it can’t tell you what’s wrong. Any document that claims otherwise is a quiz wearing a lab coat.
What it can do is show you which of the five layers you have the least honest visibility into. Not because the problem hides where you can’t see it — because you can’t fix what you’ve never measured.
Most conversion consultants have optimized stores. Fewer have owned one.
Twenty-five years leading marketing. More than twenty of them in ecommerce. The Gap, BCBG, Sephora, LVMH, Beachbody — and founder-led DTC companies nobody had heard of yet. I built this out of the first week of every audit I’ve run: the questions that turn out to matter, in the order they turn out to matter in.
- A DTC CPG brand past 700% ROAS, acquired for $60M in twelve months
- $40M+ in Amazon revenue at a 4.12 ACoS
- A beauty portfolio grown 25% in a quarter — LTV up 20%, churn down 15%
- Shopify Plus CRO: retention +15%, LTV +20%
Career work across agency and in-house roles — not a superwired client list. superwired is new. The experience behind it isn’t.
Score your store
The store URL is so I can actually look before I reply.
Free. Four short emails over ten days, then it stops. Privacy.
What happens next
- The PDF lands in your inbox and the download page opens.
- Twenty minutes later you have a number out of 45.
- Reply with your score if you want my read on it.
Prefer to talk it through first? Book a clarity call — 30 minutes, free, no deck.