What does online store analysis really mean?

E-commerce analysis isn't a one-time Excel report. It's a workflow that answers three questions:

• Where are sales going? (at what stage of the funnel do customers drop out)
• Why is he running away? (What really gets in the way: friction, lack of trust, offer, price, communication, technology)
• What to do first? (prioritize actions with the greatest impact)

If you have limited time, always analyze "from result to cause": start with KPIs, then go down to the funnel and only then to the page details.

The most common places where stores lose sales

Growth is usually hindered not by one thing, but by the accumulation of small losses. Below is a short list of classics:

• poor quality traffic (many sessions, little purchase intention),
• categories and filters that make it difficult to find a product,
• product cards without clear arguments and delivery/return information,
• too long checkout, form errors, illegible messages,
• delivery costs or return conditions disclosed "too late",
• lack of post-purchase action (retention), which means you are constantly "buying" new customers.

Expert advice:
If sales are stagnant, don't start with a design overhaul. First, check your funnel: often, one or two improvements to the cart and checkout will yield more impact than a month of working on banners.

Step 0: Make sure the data makes sense

Before drawing conclusions, verify the measurement foundations. Without them, the analysis can lead in the wrong direction.

• Do you have the following events implemented: view_item , add_to_cart , begin_checkout , purchase ?
• Are transaction values ​​correct (currency, discounts, shipping costs, no duplication)?
• Do campaigns have consistent UTMs (so channels don't get mixed up in reports)?
• Do you know which products have a margin and which ones "just make sales"?

Step by step:
Take your last 10 orders and compare: in-store values ​​vs. GA4 data. If they're inconsistent, you fix the measurement first, then optimize.

Step 1: Map the funnel and find the largest outflow

The simplest funnel in an online store looks like this:

1. entering the website / landing page,
2. entering a category or search engine,
3. product card,
4. adding to cart,
5. checkout,
6. payment,
7. purchase.

At this stage, you're not looking for the "why" yet. First, you identify where the problem is. The steepest drop indicates the area of ​​work.

Step 2: Assess the quality of traffic, not just the number of sessions

In the digital world, it's easy to pump up traffic that doesn't buy. So, look at:

• CR (conversion) separately for mobile and desktop,
• AOV (average basket value) across channels,
• share of new vs. returning,
• return on spend in paid channels (if you calculate ROI/ROAS),
• landing pages – do they lead to products that actually sell?

Expert Tip:
Run a simple test: select 10 landing pages with the highest traffic and compare their conversion rates. Often, you'll find that 2-3 landing pages do the job, while the rest just generate costs.

Step 3: Categories, filters and search engine – does the customer find the product quickly?

Your product list is your "shelf." If a customer can't quickly narrow down their choices, they'll be eliminated before they even see the product page.

Check in particular:

• whether the filters meet real needs (e.g. size, compatibility, application),
• whether the sorting has practical options (e.g. best rated, most popular, fastest delivery),
• whether the list shows availability and estimated delivery time,
• whether the internal search engine returns sensible results (typos, variations, synonyms).

Step by step:
Take the 20 most frequent searches in your store (if you have this data). Check if the results lead to available and relevant products. If not, there's a simple and often very cost-effective fix.

Step 4: product card – a checklist that finalizes the decision

The product card is designed to build confidence: "This is the right choice." In practice, four building blocks help:

• Arguments and benefits (specific, no generalities),
• Parameters and variants (also readable on mobile),
• Trust (reviews, Q&A, guarantees, returns),
• Logistics (delivery, availability, lead time).

Expert advice:
If customers have to look for delivery and returns information only in the shopping cart, they risk abandonment. The most important rules should be visible upfront.

What improves conversion on a product page (practically)?

• short "TL;DR" above the description: 3–5 specifics,
• "For whom/for what" section in simple sentences,
• comparison of variants (if there are many of them),
• FAQ under the product (frequently asked questions about size, fit, assembly, use),
• information about availability and delivery date without "asterisks".

Step 5: Cart and Checkout – Remove Friction Before You Scale Ads

This is the most common place for losses. Even a good product and a good move won't help if the purchase is tedious.

Check the checklist:

• can you buy without creating an account,
• whether the form is short (especially on mobile),
• whether the errors are described in a "human" way,
• whether payment and delivery methods suit your customers,
• whether the shipping cost appears too late.

Expert tip:
Checkout on your phone, with a medium-speed internet connection, with one hand. If you're irritated, the customer is even more so.

Step 6: Prices, promotions and margins – selling more does not always mean earning more

In the digital world, it's easy to boost revenue with discounts, but at the same time, you're giving away profits. So, analyze:

• margin on products and channels (if you have data),
• the impact of the promotion on AOV and the number of items in the basket,
• whether the discount has become a "standard" (customers are waiting for a code),
• which products are "bait" (high sales, low profitability).

Step by step:
Create a simple product breakdown: high-margin, mid-margin, and low-margin products. Then, check to see if your paid campaigns are primarily promoting low-margin items.

Step 7: Speed ​​and Technique – When your website is slow, you pay the “frustration tax”

If your store loads slowly or has errors, you'll lose sales before the customer sees your offer. It's worth checking regularly:

• speed on mobile (this is usually the biggest problem),
• stability of the page layout (do elements "jump"),
• errors in the shopping cart, payments, redirects,
• heavy photos and elements that slow down key pages.

Expert advice:
If you're planning a larger advertising budget, check your technique and efficiency beforehand. Otherwise, you'll simply burn through your budget faster.

Step 8: Retention and Automation – Growth Without Adding to Advertising

Sales grow faster when customers return. Simple elements build online store retention:

• automatic messages after purchase (tips, instructions, inspiration),
• segmentation (new vs returning, high value vs occasional),
• recovery of abandoned carts,
• simple benefits program (does not have to be extensive).

Expert Tip:
Start with two automations: an abandoned cart and a 7-14 day post-purchase email (with advice and a follow-up product suggestion). This often yields a quick return.

Step 9: priorities – how not to get stuck in “eternal analysis”?

Conclusions are only as valuable as their implementation. The simplest approach is the impact vs. effort matrix.

30/60/90 day plan (simple and effective)

• 30 days: data organization + funnel + 3 quick wins (basket/checkout/product card).
• 60 days: improving the quality of traffic, landing pages and categories + first tests of changes.
• 90 days: retention, automation, refinement of the assortment and priorities for the next quarter.

How can swiatcyfrowy.pl help you analyze and grow your store?

If you want to go through the analysis faster and without missing key elements, it is worth relying on a proven audit process.

At swiatcyfrowy.pl you can start with an online store audit that organizes data, diagnoses the funnel, evaluates UX, traffic sources and visibility on Google, and finally provides a list of implementation priorities.

Expert advice:
If you're facing a larger advertising budget, an audit before scaling usually saves money. Tighten the funnel first, then add traffic.