Why You Need to Perform Regular Audits on Your Site

This post is part of our Audit Series — covering technical, performance, and regular audits to help your online store thrive.



Your eCommerce store is not a "set it and forget it" asset. Platforms change, search engine algorithms evolve, customer behavior shifts, and competitors are always improving. Without regular audits, small problems can quietly pile up, eroding site performance, user experience, and revenue.



In this post, we’ll break down why routine audits matter, what they should cover, and how they can protect — and grow — your online business.



❓What Is a Website Audit?



A website audit is a comprehensive review of your store’s health. Unlike a one-off fix, it looks at technical performance, SEO, user experience (UX), and conversion factors to uncover hidden issues and identify opportunities for improvement.



For eCommerce stores, audits can include:



• Site speed and Core Web Vitals
• SEO crawlability and indexing
• Mobile responsiveness
• Broken links or missing images
• Checkout process usability
• App or plugin performance
• Security and compliance checks



📅 Why Regular Audits Matter



1. Catch Problems Before They Hurt Sales

Slow load times, broken links, and checkout errors often creep in over time — especially after theme updates, app installs, or product catalog changes. Regular audits help you spot and fix these issues before sales are affected.



2. Stay Aligned with SEO Best Practices

Search engines update their algorithms frequently. What worked last year may be outdated now. Routine audits ensure your metadata, internal linking, and site structure meet current SEO standards.



3. Adapt to Customer Behavior Changes

Customer shopping habits evolve constantly. An audit can reveal if navigation, product categories, or filtering options need adjustments for a smoother buying experience.



4. Maintain Mobile Friendliness

Mobile users make up the majority of online shoppers. Even minor layout issues can lead to abandoned carts. Audits help ensure your site performs well on all devices.



5. Improve Conversion Rates

By identifying UX friction points — like confusing menus, unclear CTAs, or unnecessary checkout steps — audits can uncover opportunities for incremental improvements that drive sales.



6. Prevent Security Vulnerabilities

Outdated plugins, unused apps, or old scripts can introduce risks. A regular audit flags these issues before they cause serious problems.



🔄 How Often Should You Audit Your Site?



• Full technical + UX audit: Once or twice a year
• Performance and speed checks: Quarterly
• Post-update audits: After major platform updates, theme changes, or app installs



🧩 What We Include in a Freetail Commerce Regular Audit



Our audits go beyond identifying issues — we provide clear, actionable recommendations tailored for BigCommerce and Shopify stores. A typical audit covers:



• Technical Review: Crawlability, indexing, redirects, broken links
• Performance & Speed Checks: Page load times, Core Web Vitals
• Mobile & UX Evaluation: Layout, navigation, touch responsiveness
• Conversion Analysis: Checkout flow, CTAs, friction points
• App & Plugin Assessment: Identify conflicts or bloat
• Security & Compliance Checks: HTTPS, plugin updates, and site integrity
• Prioritized Action Plan: Clear recommendations with impact levels



💡The Bottom Line



Regular audits aren't just about fixing problems — they help you stay competitive, improve the customer experience, and protect revenue. Even if everything seems fine on the surface, a proactive review can uncover hidden opportunities for growth.



👉 Need help running a thorough audit? We offer specialized eCommerce site audits for BigCommerce and Shopify merchants. Contact us for a consultation or sample audit.