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Ecommerce
Audit

Our ecommerce audits cover not only your website but everything in between, from your business sourcing a product to the customer receiving the product.

If you sell products online, this comprehensive approach looks at both the micro and macro environment and the technologies you use, and makes recommendations to increase profitability within the business.

AUDIT COMPLETE 7 / 7 issues found and fixed SUPPLIER ! STOCK ! WEBSITE ! SEARCH & ADS ! CHECKOUT ! WAREHOUSE ! CUSTOMER !

What is an Ecommerce audit?

An ecommerce audit looks at how your business utilises web-enabled technologies, concepts and platforms, not only to sell products but how they are deployed and managed throughout your business. The aim is to uncover opportunities for growth and to optimise existing workflows and processes so that your business can both nurture and retain more profit.

Your business may not be making the most of opportunities from an SEO or advertising perspective. Traditionally, these would fall into two separate audits, an SEO audit and a PPC audit.

But if you identify opportunities and increase sales, you may not have the correct processes behind the scenes to maximise these new sales, and therefore an operations audit is combined to make sure your business is operating efficiently.

Think of an ecommerce audit as a box, and when you open the box you find a bunch of other audits included, so your business is looked at as a whole and not just one element of it.

What's included in an Ecommerce audit?

To begin with we look at technical performance, including a full technical SEO audit and a technical review of your website.

Next follows a marketing audit where we analyse your on-page SEO, PPC campaigns and the competitive environment. We look at competitors and how competitively you are selling your products, and carry out a margin analysis to see where we can compete and identify new opportunities for growth.

This is followed by an internal audit where we look at processes such as ordering, customer service, stock systems and deliveries, and identify where your business can improve efficiency and introduce new scalable systems.

An ecommerce audit could be classed as a series of mini audits, including:

Technical

Technical SEO audit

  • Crawling and indexing: robots.txt, XML sitemaps, noindex tags and pages Google is ignoring
  • Duplicate content from filters, variants, sorting and faceted navigation
  • Canonical tags and redirect chains, including old URLs left behind after a migration
  • JavaScript rendering: what Google and AI crawlers can actually see on your pages
  • Core Web Vitals on mobile, tested on real product and category templates
  • Site architecture and internal linking to your most profitable categories
  • Structured data: Product, Offer, Review, Breadcrumb and Organisation schema
  • Platform-specific issues, such as Shopify duplicate collection URLs or Magento layered navigation
Try our free render check tool
Technical

Website technical review

  • Platform, hosting and how up to date your extensions or apps are
  • App and plugin bloat, and third-party scripts slowing the site down
  • Tracking: GA4 ecommerce events, purchase tracking and whether revenue matches your platform
  • Consent mode, Search Console and Merchant Centre set up and connected
  • Security basics: SSL, admin access and out-of-date software
Technical

Link audit

  • Overall backlink profile and referring domains compared with competitors
  • Spammy or low-quality links that need reviewing
  • Broken backlinks pointing at old URLs that can be reclaimed
  • Link opportunities from suppliers, manufacturers, stockists and PR
Marketing

Product and collection page audit

  • Title tags, H1s and meta descriptions on key category and product pages
  • Whether your categories match what customers actually search for
  • Keyword cannibalisation between categories and subcategories
  • Thin or manufacturer-copied product descriptions
  • Category page content, image alt text and file names
  • How out-of-stock and discontinued products are handled
  • Internal links between related products and categories
Marketing

PPC audit

  • Account and campaign structure across Search, Shopping and Performance Max
  • Conversion tracking accuracy
  • Shopping feed quality: titles, GTINs, attributes and disapproved products
  • Wasted spend in search terms, and missing negative keywords
  • Brand vs non-brand split, so you're not paying for sales you'd get anyway
  • Bidding strategies and ROAS targets checked against your actual margins
  • Microsoft Ads as an extra, lower-cost channel
Marketing

Competitor and margin analysis

  • Price benchmarking on your key products against competitors
  • Your Shopping visibility compared with competitors
  • Product-level margin against ad spend, finding products that lose money in ads
  • Gaps in your range or search coverage that competitors are filling
See Commercial Intelligence for Ecommerce
Experience

UX audit

  • Navigation and menus on mobile and desktop
  • Site search: relevance, typos and searches that return no results
  • Filters and sorting on category pages
  • Product page layout: images, delivery info, returns and stock messaging
  • Accessibility basics: contrast, labels and keyboard use
Experience

CRO audit

  • Funnel drop-off from product view to basket, checkout and purchase
  • Checkout friction: forced accounts, missing payment options like Apple Pay or Klarna, and surprise delivery costs
  • Trust signals: reviews, guarantees and returns policy
  • Mobile vs desktop conversion rate gap
  • Average order value: free delivery thresholds, bundles and cross-sells
  • Basket and abandoned checkout follow-up
  • Heatmaps and session recordings, where available
Operations

Operations audit

  • How an order flows from checkout to dispatch, and every manual step in between
  • Re-keying orders between systems
  • Stock sync between your website, warehouse, marketplaces and suppliers
  • Supplier stock feeds, oversells and backorders
  • Picking and packing process and error rates
  • Courier integration and label printing
  • Customer service workload, especially "where is my order" enquiries
  • Returns process, and how your accounting software connects
Try our order workflow tool

When is an Ecommerce audit needed?

Many businesses may not even be aware that they could benefit from an ecommerce audit. One example of this: imagine your business has a seasonal peak and you provide samples of products,  such as wallpaper samples in the spring.

Around the busy time of year you may need to hire a temporary staff member to pick and pack the increase in sample orders. You may just take it on the chin and accept it as part of doing business.
You may have to hire them for two months, one month getting used to where all the samples are and training, and one month for the busy period.

Well, a simple pick-to-light system could cut the training time and error rate dramatically. When an order comes in for a sample, the box just lights up and the picker knows where to pick the sample from. They do not need to remember the name or place of every sample box for picking. A staff member can be trained in hours as opposed to weeks and relying on them to remember where each sample is stored.

Often when you run a business, you are so concentrated on the business itself that you can miss opportunities for improvement that your competitors are taking advantage of.

Something as simple as a supplier stock feed or order automation can save a company thousands of pounds a year. This is cheap to implement and a no-brainer for most ecommerce stores, yet thousands of small to medium enterprises do not take advantage of simple integrations. This can be due to internal resources not having the knowledge to implement such systems, or incorrectly believing these systems are very costly to implement.

Other signs you need an ecommerce audit

  • Traffic or sales dropped after a new website or a platform move
  • Ad spend keeps going up but ROAS is flat or falling
  • Sales are growing but profit isn't
  • Your team spends hours a week on manual order admin
  • You've had different agencies each looking at one piece, and nobody looking at the whole
Case Studies

Real Results. Local Businesses.

Ecommerce brands we've helped grow through connected SEO, PPC, development, and automation.

Who it's for

Our ecommerce audit is built for any online retailer or business that uses the web as part of their sales or operational infrastructure.

We audit stores on Shopify, Magento, Wix, WooCommerce and WordPress, Webflow and headless builds such as React.

It’s often misunderstood that only B2C companies operate in eCommerce. This is not true; over 70% of B2B businesses operate in eCommerce. This can range from portal orders to integrations with manufacturers in China and worldwide supply chain integrations.

How it works

  1. Discovery call

    We talk through your business, your goals and what's frustrating you right now.

  2. Access

    You give us read access to GA4, Search Console, Google Ads, Merchant Centre and your store admin. We also spend time with whoever handles your orders, to see how things really work day to day.

  3. The audit

    We work through every area above. How long it takes depends on the size of your store, and we'll give you a timescale on the discovery call.

  4. Your report

    You get the full written report and prioritised roadmap.

  5. Walkthrough call

    We go through the findings together and agree what to tackle first.

  6. We implement it

    We don't just report on it, we can implement the findings. SEO fixes, PPC changes, site improvements and new back end systems, all done by the same team that carried out the audit.

Questions About Ecommerce Audits

Here are some common questions you may be asking about our ecommerce audit.

An ecommerce audit is a full review of how your business sells online. It covers your website, SEO, ads and conversion rate, plus the operations behind them, such as ordering, stock and deliveries.

An SEO or PPC audit looks at one channel. An ecommerce audit looks at the whole business, including the operations behind the website, so growth in one area isn't held back by another.

It depends on the size of your store and how many systems are involved. We'll quote a fixed price after a discovery call, so you know exactly what you're paying for before you commit.

It depends on the size of your store, how many systems are involved and how quickly we get access. We'll give you a timescale on the discovery call, before any work starts.

Read access to GA4, Search Console, Google Ads, Merchant Centre and your store admin. For the operations audit, we'll also need time with the people who handle your orders and stock.

Yes. We don't just report on it, we can implement the findings, from SEO fixes and PPC changes to new back end systems. If you'd rather your own team did it, the report is written so they can act on it.

No. The report is yours to keep whatever you decide.

Shopify, Magento, WooCommerce, WordPress and Webflow, plus custom and headless builds. Because we're developers as well as marketers, we can usually make the changes ourselves instead of waiting on a separate dev team.

Paul, our founder, works directly on every audit. You'll be talking to the person who has been through your business, not an account manager passing messages along.

Contact

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