The 2025 Shopify CRO Checklist

Conversion rate optimization is the lowest-hanging fruit in e-commerce. Most brands obsess over traffic when their store is leaking 80% of the buyers it already gets.

Part 1: Speed

• Compress every image to WebP
• Lazy-load below-the-fold media
• Remove unused apps (every app adds bloat)
• Use a fast theme (Dawn, Impulse, Empire are great starting points)
• Aim for <1.5s LCP on mobile

Part 2: Hero Section

• Lead with a benefit, not a feature
• Use a single, focused CTA above the fold
• Show product, not models, in 60% of hero variants
• Add trust signals (reviews, badges, press) within 100px of CTA

Part 3: Product Pages

• Above-the-fold price + CTA
• 5–7 product images including lifestyle, scale, and detail
• Sticky add-to-cart on scroll
• Reviews summary at the top, full reviews below
• Shipping + returns expectations clearly stated

Part 4: Cart & Checkout

• Free shipping threshold bar
• Recommended add-ons (frequently bought together)
• Express checkout buttons (Shop Pay, PayPal, Apple Pay)
• Guest checkout always enabled
• One-page checkout where possible

Part 5: Post-Purchase

• Thank-you page upsell
• Klaviyo welcome series
• Referral program offered immediately
• Tracking page replaces 17Track / Aftership default

Apply even 10 of these and you'll see CVR move. The brands we work with run all 47.