Skill: charlie-morrison/cm-shopify-store-optimizer (version 1.0.0)

--- name: shopify-store-optimizer description: Audit Shopify stores end-to-end and produce a prioritized fix list to lift conversion rate, AOV, and SEO traffic. Diagnoses theme speed, product page anatomy, collection structure, cart/checkout friction, app bloat, mobile UX, and pricing/discount strategy. Knows the Shopify-specific levers (sections, metafields, app stack, Shop Pay, Markets, Checkout Extensibility) and the 2026 Online Store 2.0 patterns. Use when asked to audit a Shopify store, improve conversion, increase AOV, fix slow theme, optimize product pages, restructure collections, reduce cart abandonment, plan a redesign, evaluate apps, or prepare for BFCM. Triggers on "shopify audit", "shopify conversion", "shopify speed", "product page", "collection page", "abandoned cart", "AOV", "shopify theme", "shopify apps", "checkout optimization", "BFCM prep". metadata: tags: ["shopify", "ecommerce", "conversion-rate", "cro", "dtc", "store-design", "online-store", "checkout"] --- # Shopify Store Optimizer Audit a Shopify store the way a senior CRO consultant would — site-wide pass first to find the biggest leak, then focused product-page surgery, then long-tail SEO and AOV plays. Outputs a ranked fix list with effort estimates, not a vague "improve UX" deck. ## Usage Use when revenue per visitor is below benchmark, when a store has plateaued, or before a high-stakes period (BFCM, holiday, new product launch). **Basic invocation:** > Audit my Shopify store: example-store.myshopify.com > Why is my conversion rate stuck at 1.2%? > My product page bounce rate is 70% — diagnose > Plan my BFCM prep — store is on Dawn theme **With context:** > Stack: Dawn 11.0, Klaviyo, Shogun, Loox, Bold Bundles. CR 1.4%, AOV $58, mobile share 78%. > 6-month-old DTC skincare brand, $8k/mo revenue, plateaued. Want to hit $25k. > Switching from Plus to Basic to cut cost — what loses functionality? > Migrating from Magento to Shopify — what to keep, what to redesign. The agent runs a five-layer audit (storefront speed → IA → PDP → cart/checkout → retention) and produces ranked fixes with expected lift, effort, and Shopify-specific implementation notes. ## How It Works ### Layer 1: Storefront speed and core web vitals LCP > 2.5s = ranking + conversion penalty. Order of attack: 1. **Theme baseline** — Dawn / Sense / Trade / Pipeline / Symmetry are fast out of the box. Vintage 1.0 themes (Brooklyn, Debut, Boundless) are slow and unmaintained — replatform recommendation. 2. **App audit** — every embedded app injects JS. Run `?debug=true` and Theme Inspector. Common offenders: review apps loading on every page, pop-ups firing on `DOMContentLoaded`, heatmap trackers, Tidio chat. Rule: if an app costs >100ms LCP, the use case has to be revenue-generating, not "nice to have." 3. **Image weight** — hero images >300KB, product images >150KB, lazy-loading missing on below-fold. Tool: Shopify Image Optimizer or Tinify (avoid full third-party CDNs — Shopify CDN is fine). 4. **Liquid loops** — `{% for product in collection.products %}` with deep metafield access at scale = slow. Move to section settings or `{% paginate %}`. 5. **Custom fonts** — limit to 2 weights, use `font-display: swap`, prefer Shopify's font picker (preloaded). Output: speed-fix list with PageSpeed before/after estimates and effort (XS/S/M/L). ### Layer 2: Information architecture and navigation A store with 500 SKUs and 4 collections in the menu is leaking traffic. Audit: - **Collection depth** — every product should be reachable in ≤3 clicks. Use mega menu for stores with >20 collections. - **Filtering** — Shopify Search & Discovery filters drive AOV; tag products with material, color, size, occasion, price band. Avoid filters with <3 products (causes empty states). - **Search** — install Shopify Search & Discovery (free) before paying for Boost AI / Searchanise. Synonyms (e.g., "tee" → "t-shirt"), redirects on no-results, and trending queries are table stakes. - **Breadcrumbs** — must be enabled, structured-data marked, and clickable at every level. - **Footer** — should hold trust badges, shipping/returns, contact, and a discount-capture (10% off) for first-purchase intent. ### Layer 3: Product page (PDP) anatomy This is where 60% of conversion lift lives. Audit each section: | Element | Best practice 2026 | |---|---| | Image gallery | 5–8 images, model + flat-lay + scale + detail + lifestyle + UGC. Mobile carousel with thumbnails. | | Title | Under 60 chars, includes searchable attribute (size, color, use). | | Price | Include compare-at if discount real, never fake. Bundle/subscription pricing visible. | | Reviews | Star average + count above the fold. Loox / Judge.me / Yotpo all OK. | | Variants | Swatches for color, size selector, low-stock urgency only when real. | | ATC | Sticky on mobile after scroll. Buy Now if Shop Pay enabled (express checkout = +9% CR). | | Trust badges | Shipping ETA, returns policy, secure checkout. Money-back if applicable. | | Description | Scannable: bullets for spec, prose for story. Tabs for size guide / care / FAQ. | | Bundle / cross-sell | Use Shopify Bundles (free) or Bold Bundles. "Frequently bought together" lifts AOV 8–15%. | | Shipping | Show free-shipping threshold and estimated delivery date dynamically by zip. | ### Layer 4: Cart and checkout Cart-to-checkout drop is the silent killer. Audit: - **Cart drawer vs page** — drawer wins for impulse, page for high-consideration. Hybrid (drawer with "view cart" link) is safe. - **Free shipping bar** — progress indicator from cart subtotal toward threshold ($X away from free shipping). Tools: Free Shipping Bar (free) or built into theme. - **Discount field placement** — collapsed by default. Expanded fields lift abandonment (people leave to search for codes). - **Checkout extensibility** — on Plus, use checkout.liquid → Checkout Extensibility migration (deadline expired Aug 2024 — anyone still on legacy is at risk). Build apps, not custom Liquid. - **Shop Pay** — must be on; one-click checkout converts at 1.91x baseline per Shopify data. - **Local payment methods** — Klarna / Afterpay / Affirm for AOV >$80; iDEAL / Bancontact for EU; Konbini / PayPay for JP. - **Address auto-complete** — Shopify ships this; if disabled, re-enable. ### Layer 5: Retention and lifecycle Acquisition without retention = treadmill. Audit: - **Email/SMS capture** — entry pop-up (Privy / Klaviyo) with discount; exit-intent on PDP. - **Klaviyo flows** — Welcome (3-email), Abandoned Cart (3-email + SMS), Browse Abandonment, Post-Purchase, Win-back at 60/90/180 days, Replenishment for consumables. - **Subscriptions** — for consumables, Recharge / Skio / Shopify Subscriptions. 15–25% discount on subscribe is standard. - **Loyalty** — Smile.io / Loyalty Lion only justified at >$30k/mo. Below that, simpler discount on second order works. - **Reviews/UGC loops** — automated request 10–14 days post-delivery; offer points or discount for photo review. ## Audit Outputs Always returns a ranked fix list: ```markdown ## Audit: example-store.myshopify.com (run 2026-05-02) ### Top 5 fixes (do these this week) 1. **PDP: add review widget above fold** — Effort: S | Lift: +8–12% CR - Loox is installed but rendering below description tab. Move to top of PDP, show count + stars. 2. **Cart: enable free-shipping bar** — Effort: XS | Lift: +5–7% AOV 3. **Speed: remove unused Tidio chat on PDP** — Effort: XS | Lift: +0.4s LCP, +2% CR mobile 4. **Checkout: enable Shop Pay** — Effort: XS | Lift: +9% on Shop Pay click-through 5. **Klaviyo: launch 3-email Welcome flow** — Effort: M | Lift: +12% list-attributable revenue ### Medium-term (this month) 6. Add Shopify Bundles for SKU-A → SKU-B FBT — Effort: M | Lift: +10% AOV 7. Restructure collections from 4 → 12 with filterable tags — Effort: M | Lift: SEO + filter conversion 8. Migrate from Vintage Brooklyn theme to Dawn — Effort: L | Lift: speed + maintenance ### Strategic (this quarter) 9. Subscription program for hero SKU — Effort: L | Lift: +18% LTV 10. Move from Basic to Shopify (or back) based on app cost analysis — Effort: M | Lift: cost ``` ## Plan-Stage Diagnosis Match the store stage to the right work: - **Pre-launch / first 90 days** — Don't optimize; ship paid ads to PDP. Track CR by traffic source. Optimization without traffic = vanity work. - **$5k–$25k/mo plateau** — PDP + cart drawer surgery. Apps audit. First Klaviyo flows. - **$25k–$100k/mo** — Bundles + subscriptions. Server-side tracking (GA4 + Meta CAPI). Search & filtering depth. - **$100k+/mo** — Plus features (B2B, Markets, Checkout Extensibility). Tax automation. Loyalty. Real CRO testing (Optimizely / VWO). ## App Stack Recommendations (2026) Default stack for under $100k/mo (cost-conscious, all proven): - **Reviews:** Judge.me ($15/mo) or Loox ($9.99–$34.99/mo) - **Email/SMS:** Klaviyo (free up to 250 contacts, then $20+/mo) - **Bundles:** Shopify Bundles (free, Online Store 2.0 themes only) - **Subscriptions:** Shopify Subscriptions (free, in-house) or Recharge for advanced - **Search:** Shopify Search & Discovery (free) - **Loyalty (>$30k/mo only):** Smile.io ($49+/mo) - **Upsell post-purchase:** ReConvert ($4.99–$24.99/mo) — high ROI, low effort - **Heatmap:** Microsoft Clarity (free) Avoid stacking: 3 review apps, 2 popup apps, dueling discount apps. Each app added without revenue justification = LCP cost + monthly fee + complexity. ## Shopify Plus Decision Tree Plus ($2,300/mo or 0.4% rev) makes sense at: - Revenue > $1M/yr (cost as % becomes reasonable) - Need: Wholesale (B2B), Markets+ (multi-currency PDP control), Checkout Extensibility apps, Launchpad for sales, Flow automations - 15+ stores under one org - Custom checkout requirements Don't move to Plus to "look bigger." Move to Plus when you can't ship a deal without it. ## BFCM Prep Playbook 8 weeks out: - Lock in promo strategy. Site-wide vs collection-specific. - Test load with WebPageTest + traffic simulation. - Stage all banners, popups, price changes in a draft theme. - Email warm-up (send-volume ramp up to avoid spam folder Nov 27). - Stock and shipping cutoff calendar. 2 weeks out: - Freeze new features. Bug-fix only. - Customer support staffing plan. - Backup theme + database. Day-of: - Theme deploy via "Publish" (not edit live). - Live monitoring: GA4 realtime, Klaviyo deliverability, support inbox SLA. ## Metric Benchmarks (DTC, 2026) - **Conversion rate:** mobile 1.5–2.5%, desktop 2.5–4% - **AOV:** apparel $60–90, beauty $50–75, home $80–150, supplements $40–55 - **Bounce on PDP:** <55% healthy, >70% diagnose - **Add-to-cart rate:** 8–12% - **Cart-to-checkout:** 35–45% - **Checkout-to-order:** 75–85% (drops below = friction or trust gap) - **Returning customer rate:** 25–35% mature brand If the store is below benchmark on multiple metrics, the diagnosis order is: speed → PDP → cart → checkout → retention. ## Output Format The agent produces: 1. **Snapshot:** revenue range, CR, AOV, mobile share, theme, app count, plan tier 2. **Top 5 fixes** (week 1) — ranked by ROI, with effort and expected lift 3. **Medium-term roadmap** (month 1) — 5–8 items 4. **Strategic moves** (quarter 1) — 2–3 items 5. **Killed apps / bad spend** — what to remove this week 6. **Tracking gaps** — analytics, attribution, funnel events missing No filler, no "leverage synergies." Concrete fixes with theme files, app names, and configuration steps.


Security scan verdicts — ClawScan: clean | static analysis: clean | VirusTotal: clean | SkillSpector: clean (LOW)