An online store never dies from a single flaw. It erodes, one friction point at a time. The problem is almost never a lack of optimization ideas. It's the lack of a hierarchy: where to start, and what it costs.
This checklist comes out of audits of Shopify stores: 194 checkpoints covering the entire buying journey, split into seven areas: cross-site foundations, homepage, collection page, product page, cart, checkout and post-purchase. The full method is explained in the article that accompanies this resource.
