Ecommerce store grader: is your store converting sales?
A high-converting store has strong product pages, obvious trust signals, a low-friction checkout, fast mobile performance, and solid SEO. Typical DTC conversion runs ~1.5-3%; below 1% signals friction and top stores reach 4-8%+. This grader scores six weighted areas with benchmarks.
Grade your ecommerce store
Answer a few questions across 6 areas to score how well your store converts visitors into customers. Takes about 2 minutes.
Codivox Research · 2026
We graded 70 real ecommerce / DTC store homepages
The median homepage scored 77/100, and 52.9% scored a C or lower — with trust & social proof the weakest area. See how your score stacks up against the benchmark.
Read the State of Ecommerce Websites 2026 reportHow the ecommerce store score works
This grader is a fast, benchmark-anchored self-audit. It scores six weighted categories - product pages, trust and social proof, cart and checkout, site UX and search, performance and mobile, and SEO - and gives you a prioritized list of fixes. Product pages and checkout carry the most weight because that's where most stores leak revenue. For context: typical DTC conversion is ~1.5-3%, below 1% signals friction, and top stores reach 4-8%+.
Category weights and why
| Category | Weight | Why |
|---|---|---|
| Product Pages | 25% | Imagery, reviews, and a visible add-to-cart drive purchases |
| Trust & Social Proof | 20% | Reviews and clear policies reduce purchase anxiety |
| Cart & Checkout | 20% | Guest checkout and payment options cut abandonment |
| Site UX & Search | 15% | Clear navigation and search help shoppers buy |
| Performance & Mobile | 10% | Most ecommerce traffic and speed-sensitivity is mobile |
| SEO & Discovery | 10% | Optimized product/collection pages capture demand |
What shoppers expect from an online store
Online shoppers decide quickly and abandon easily. They expect product pages with clear photos, benefit-led descriptions, prices, and reviews; fast on-site search and filtering to find what they want; and a short, trustworthy checkout with guest checkout and familiar payment options. Trust signals - reviews, security badges, clear returns - reduce hesitation at the moment of purchase. And since speed directly affects both conversions and rankings, a slow store leaks sales on every visit. Most carts that get abandoned do so over avoidable friction.
Common ecommerce website mistakes
- Weak product pages - poor photos, thin copy, no reviews.
- A long or untrustworthy checkout with no guest option.
- No or poor on-site search and filtering.
- Slow performance, especially on mobile.
- Thin SEO and structured data, so products don't rank or show rich results.
Frequently asked questions
- What is a good ecommerce conversion rate?
- Most DTC stores convert about 1.5-3%. Below 1% usually signals friction (unclear products, slow site, weak trust). Strong stores reach 4-6%, and best-in-class hit 8%+ on key products.
- How do I audit my Shopify store?
- Review product pages, trust and social proof, cart and checkout, site UX and search, performance, and SEO against benchmarks - then fix the highest-impact leaks first. This grader does that in about 2 minutes.
- Why is my Shopify store getting traffic but not converting?
- Common causes are weak product pages (imagery/reviews), forced account creation, limited payment options, surprise checkout costs, slow mobile performance, or low trust signals.
- What's the most important page to optimize?
- The product page - it carries the most weight here. Strong imagery, a visible add-to-cart, reviews, and clear details drive the add-to-cart and purchase rates.
- How is this grader scored?
- It weights six areas and produces a benchmark-anchored score with prioritized fixes.
Related tools
Fix the product page first
The product page is where most stores win or lose the sale, which is why it carries the most weight here. Multiple high-quality images linked to variants, a visible add-to-cart on mobile, on-page reviews, and descriptions that answer real buying questions lift your add-to-cart and purchase rates. If your conversion sits below the ~1.5-3% DTC benchmark, the product page is usually the first place to look.
Stop the checkout leak
Hard-won traffic disappears at checkout when shoppers hit forced account creation, limited payment options, or surprise costs. Allow guest checkout, offer express and wallet payments, show shipping and totals early, and place security and payment badges at the moment of payment. Pair that with clear returns and shipping policies and you remove the anxiety that drives abandonment.
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