Score your store on the five pillars that turn visits into orders: Homepage, Product Page, Trust, Offer and Checkout. The sheet names the one to fix first.
Read the chapter, run the sheet, then fix the one part that is failing. Guessing is what makes it expensive.
Homepage
Pillar 01 Homepage Clarity
Generic headline (‘Premium Quality’, ‘Shop Now’). Stock hero image. CTA below fold or missing. Brand language unrelated to ad angle. Load time > 5 seconds.
Product Page
Pillar 02 Product Page Architecture
Page opens with product title or dimensions. Product-only images. No reviews above fold. No risk reversal on page. Ad angle not reflected — message mismatch from click to landing.
Trust
Pillar 03 Trust Infrastructure
< 10 reviews or none on product page. No trust badges or default placeholders. No risk reversal on page. Brand name inconsistency visible. PageSpeed < 55.
Offer
Pillar 04 Offer Strength
No offer elements beyond base price. Fake urgency present (countdown resets, unlimited ‘Only 3 left’). Bundle pushes margin below 25%. No guarantee.
Checkout
Pillar 05 Checkout Flow
7+ fields. Account creation required. Single payment option. Unexpected costs at checkout. Mobile checkout not tested since last change OR fails on mobile. Load > 4 seconds.
If one of these is your store, the sheet tells you which to fix first.
