Offer Document · 2026
By Skuology · Led by Darjan Hren
Conversion rate optimization audit for Shopify stores doing $50k–$1m a month
Conversion rate optimization audit
A ranked list of what is costing you conversions, in the order worth fixing, with what to leave alone stated as plainly as what to change. Run against a documented library of 78 patterns across 13 surfaces, not a generic best-practice checklist.
What you actually get
A ranked diagnosis you could hand to another developer
Priority order
The list is ranked, and the ranking is the deliverable
An unranked list of twenty problems is not an audit, it is homework. Findings are scored by likely impact and by how much evidence sits behind the pattern they violate, so you work top down and can stop whenever the budget runs out. Across 80+ Shopify projects the highest-impact fix is almost never the thing the owner was about to change, which is the entire reason to look before you build.
Run against a real library
78 documented patterns, not a checklist someone wrote from memory
The audit runs against a pattern library of 78 patterns across 13 surfaces, derived from 572 rationale cards mined from real client design threads, plus 29 Design-DNA rules measured from 51 artboards across 14 brands. I did not read 78 CRO best practices. I argued 572 of them with clients who were paying me to be wrong, and the ones that survived are what your store gets checked against.
How a finding is written
What is broken, the pattern it violates, the principle, the fix
Every finding carries all four, in that order, so you can disagree with the fix while still accepting the diagnosis. Each pattern also carries its related patterns, which means a single failure pulls in its siblings and you get clusters rather than twenty isolated tickets. A cluster is one decision. Twenty tickets is twenty arguments.
Where I have been wrong
An audit is an opinion, and mine gets overruled
On a longevity supplement I pushed to replace a benefits image I thought was generic. The client showed me their version hid the descriptors behind the titles, killed the ingredient animation that made the claim believable, and read worse on mobile. Their version stayed, and they were right. You are buying a ranked argument from someone who has been overruled by clients with better context, not a verdict.
How it runs
Scope, check, rank, hand over
Scope the surfaces
Start at the weakest stage of the funnel rather than the top of the store, using the analytics you already have. Auditing a homepage when the leak is in the cart drawer produces a tidy document and no money.
- Surfaces in scope, with reasoning
- The stage the funnel actually leaks at
- What is out of scope and why
Run the checks
Each pattern on each surface in scope becomes a yes or no question answered against your live store, not against a screenshot. Review mining, session recordings and heatmaps where they exist, plus the analytics you already have.
- Pass or fail per pattern
- Evidence behind each failure
- Clusters, where siblings failed together
Rank and hand over
Score by likely impact and evidence weight, then write each finding as what is broken, the pattern it violates, the principle, and the fix. You get something a developer who has never spoken to me can implement.
- Ranked findings document
- Implementable fixes per finding
- The honest "leave this alone" list
Scope the surfaces
Start at the weakest stage of the funnel rather than the top of the store, using the analytics you already have. Auditing a homepage when the leak is in the cart drawer produces a tidy document and no money.
- Surfaces in scope, with reasoning
- The stage the funnel actually leaks at
- What is out of scope and why
Run the checks
Each pattern on each surface in scope becomes a yes or no question answered against your live store, not against a screenshot. Review mining, session recordings and heatmaps where they exist, plus the analytics you already have.
- Pass or fail per pattern
- Evidence behind each failure
- Clusters, where siblings failed together
Rank and hand over
Score by likely impact and evidence weight, then write each finding as what is broken, the pattern it violates, the principle, and the fix. You get something a developer who has never spoken to me can implement.
- Ranked findings document
- Implementable fixes per finding
- The honest "leave this alone" list
Mountain Ice: $45 → $73 average order value
The same engagement added $16,000 a month from one post-purchase upsell, with no extra ad spend. NYLOON lifted average order value more than 50% in 30 days on the same products and the same traffic. Laser Art went from 1.71% to 3.92% conversion within weeks. Each one started by finding out which layer was leaking.
Common questions
Before you ask
A ranked findings document. Each finding states what is broken, the pattern it violates, the principle behind that pattern, and the fix, plus an explicit list of what to leave alone. It is written to be handed to a developer who has never spoken to me.
That is exactly when it is worth most. A meaningful test needs roughly 200–250 conversions and about 5,000 sessions per variation, and most stores at this size are below that floor. Below it you cannot test your way to an answer, so the ranking has to come from evidence gathered elsewhere. That is what the pattern library is.
A free audit is a sales document, and it is structurally obliged to find problems only the person who wrote it can fix. This one names what is fine, ranks what is not, and is written so someone else can implement it. If you take it to another developer, it still works.
Then you overrule it, and that happens. Every finding shows the pattern and the principle it rests on precisely so you can disagree with the reasoning rather than just the conclusion. Clients have corrected me with context I did not have, and their version stayed.
No. The findings are written to be implementable by your own developer or agency. Where the diagnosis says the structure needs rebuilding rather than patching, that is the Baseline Conversion Blueprint™, and I will say so. It is not a prerequisite.
Shopify only. The patterns are specific to how Shopify themes, cart drawers and checkout actually behave. A generalist audit that could have been written for any platform is the thing this is trying not to be.
No, and be suspicious of an audit that promises them. The library is heavy on tested method and lighter on reported outcomes, because most items in it are recorded as worth testing rather than tested with a number attached. Ranked judgement stated honestly is worth more than a forecast built on an assumption nobody names.
Find out which layer is costing you conversions
A free 30-minute call. I will tell you whether an audit is the right starting point for your store or whether you already know what is wrong and should skip straight to building. No hype, no fake certainty.
The audit is the starting point. See the full engagement