Marketing audits
Free and Paid Audits Available
Most e-commerce businesses are losing revenue in places they cannot see
Traffic is arriving, people are browsing, and some are buying, but between each of those steps, a percentage of potential customers is quietly dropping away. An audit finds exactly where that is happening, why it is happening, and what to do about it.
Without an audit, decisions about where to invest time and money are based on instinct. With one, they are based on evidence. The difference is the gap between working hard on a business and working on the right things.
A good audit does not just identify problems. It prioritises them. It tells you what to fix first, what will have the biggest commercial impact, and what can wait. It gives you a clear plan rather than a long list of things that are slightly wrong.
Free Audit vs Paid Audit
We offer two levels of e-commerce audit.
The Free Audit is a high-level diagnostic, designed to quickly identify where the biggest problem areas are and whether the business is broadly healthy.
The Paid Audit is a full commercial investigation, working through every stage of the customer journey point by point to produce a detailed, prioritised action plan.
Both are evidence-based. Neither is a sales exercise. The purpose of both is to give you an honest picture of where you are and what to focus on next.
What Does The Paid Audit Cover?
Section A: Technical and Speed
Page load speed on mobile and desktop with Lighthouse scores
SSL certificate and browser security
Navigation behaviour on desktop and mobile
Broken links across key pages
Image loading quality and lazy loading on category pages
Section C: Homepage
Bounce rate benchmarked against industry standard
Hero image and value proposition above the fold
Social proof visibility and best-seller placement
Email capture mechanism and offer
Visitor routing and whether the homepage is designed for new visitors or assumes familiarity
Section D: New vs Returning Visitor Experience
Personalisation for returning visitors
First-time visitor capture mechanisms and offer relevance
Trust-building journey for new visitors
Loyalty recognition for returning customers
Whether new and returning visitors are treated differently across the site and email
Section F: Product Pages
The most detailed section in the audit with 24 individual points including:
Add to basket rate benchmarked against category standard
Button placement, cart confirmation, and pre-selection behaviour
Elevator pitch copy, price position, delivery info, and in-stock signals
Review placement, imagery quality and range, and product description clarity
Scarcity signals, Q&A, size guide placement, and sticky Add to Cart
Trust signals and full mobile experience review
Section H: Email and Data Capture
Email popup timing, offer, and capture rate
Footer, page-level, exit intent, and gated capture mechanisms
All active automation flows reviewed with send volume, click rates, and conversion rates
Abandonment email timing, sequence length, subject lines, sender name, and CTA language
Section J: Retention and Lifetime Value
Estimated LTV, cohort analysis, and repeat purchase rhythm
Second sale strategy, loyalty scheme, and win-back strategy
High-LTV product identification, AOV trajectory, and upsell activity
Return rate monitoring and delivery threshold optimisation
Section B: Brand and Positioning
This is the most commercially significant section in the audit. It combines a structured client interview with live site and social channel observation. It covers:
Whether the brand communicates a clear, specific, and compelling reason to buy over every alternative
Audience definition and whether the site speaks to the right person with enough specificity
Differentiation: what the brand does better than competitors and whether that is provable
Messaging clarity across the homepage, product pages, and social channels
Brand voice consistency from first impression to post-purchase
Whether the positioning has ever been formally defined and written down
Power Brand Assessment: a proprietary six-attribute evaluation developed by Forty & Co that measures brand strength across identity, differentiation, audience alignment, proof, voice, and consistency. This assessment identifies whether the brand has the foundations to scale and where the structural gaps are.
Section E: Category Pages
Bounce rates across all categories
Product sort order and bestseller placement
Out-of-stock handling, filtering, and missing filters
Category header images and visual consistency
Product range depth and mobile tile display
Section G: Basket and Checkout
Basket to checkout rate and checkout to order completion rate, both benchmarked
Button placement, trust icons, delivery display, and returns visibility
Payment options, secure language, guest checkout, and exit intent
Layout, discount code position, live chat, and full mobile checkout review
Section I: Trust, Social Proof and Guarantees
Review placement, verification, and star rating visibility
Press mentions, guarantees, and returns policy visibility
Founder and team presence and brand story quality
Section K: Paid Traffic and Social Media
Google Ads brand search, Shopping feed, and Merchant Center health
Facebook and Meta ad types, CTRs, pixel health, and remarketing campaigns
Custom audiences in Google and Meta
Social content mix, video, UGC, and cross-channel positioning consistency
Underused brand assets and missed content opportunities
FAQ’s
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The Free Audit reviews five areas that account for the majority of revenue loss in ecommerce businesses. It is designed to be completed quickly and to give a clear steer on where attention is most needed.
1. Add to Cart Conversion Rate
How many visitors who view a product actually add it to their basket. A low rate here points to friction on the product page, whether that is pricing, product information, delivery concerns, or trust signals. We check the rate against category benchmarks and flag whether it needs work.
2. Abandoned Cart Rate
Of the people who add something to their basket, how many leave without buying. This is one of the most commercially significant metrics in ecommerce because these are high-intent visitors who were close to purchasing. A poor rate here typically signals issues with the basket page experience, checkout friction, or the absence of a recovery strategy.
3. Overall Conversion Rate
The percentage of all site visitors who complete a purchase. This gives a top-level picture of how efficiently the site is turning traffic into revenue. We look at it in context alongside the other metrics to understand whether the issue is traffic quality, site experience, or both.
4. Social Media Effectiveness
A review of the brand's active social channels covering three areas:
– Posting cadence: whether the brand is showing up consistently enough to build an audience
– Content quality: whether the imagery, copy, and production standard reflects the brand well
– Content split: whether the mix of product, lifestyle, community, and educational content is working together or pulling in different directions
5. Brand Check
A quick assessment of whether there is something clear and distinctive about the brand that a new visitor would immediately notice and connect with. This is not about being a perfectly positioned power brand. It is about whether there is an obvious hook, a recognisable identity, or a clear sense of who the brand is for.
Brands that have something specific tend to convert better, retain customers more easily, and get more from their ad spend. Brands that feel generic have to work harder for every sale. The Free Audit identifies which category a brand sits in and whether there is a visible opportunity to sharpen the identity.
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The Paid Audit works through 142 individual points across 11 sections, following the customer journey from the moment a visitor first encounters the brand through to post-purchase retention. It combines live site observation, analytics data, ad account review, email platform analysis, and a structured client interview.
Every finding is supported by evidence. Every recommendation is specific and actionable. The report clearly separates quick wins from medium-term improvements and strategic priorities so you always know what to do first.
See below for the full 142 points the audit covers. -
The Free Audit is for brands who want to understand where to focus before committing to a full audit. It covers 5 key areas that most commonly drive revenue loss and gives a summary of which areas need attention and which are performing.
The Paid Audit is for brands who are ready to make specific, structured improvements and want a complete picture. It covers 142 individual points across 11 sections of the customer journey and gives a full report with observations, evidence, and prioritised recommendations at every stage.
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Specific and actionable ones based on your actual data, not generic advice. The Paid Audit tells you exactly what to fix and in what order. The Free Audit will give you an area to work on first such as your abandoned cart rate. Most recommendations cost little to nothing to implement. They're about fixing what's already there rather than spending more.
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Free for the Free Audit, £397 for stores doing under £20k a month. £497 for stores doing £20k or more for the Paid Audit.
After purchase you'll receive a short intake form to complete, and info how to connect us to your platforms to assess.
That's it. We take it from there and deliver within five working days. -
It's built around your store, your numbers, and your specific situation. No templates, no copy-paste insights. Just an experienced set of eyes on your business and a clear picture of what to do next.