40 places your store loses buyers. How many have you fixed?

From the ad click to the second order, written for Indian D2C stores: COD, UPI, pincodes and WhatsApp included. Tick what you already do. Your score and your biggest gaps update as you go.

1The first five seconds

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Where the ad click lands. If it is slow or unclear, nothing below matters.

Ad clicks land on the product they clicked Someone who tapped an ad for one product should see that product first, not your homepage. High impact
The page loads in under 3 seconds on mobile data Test on your own phone on 4G, not office Wi-Fi. Most of your buyers are on mobile. High impact
The first screen says what you sell and who it is for One plain line. If a visitor has to scroll to find out, most will not. High impact
One main button above the fold A single "Shop bestsellers" beats five links competing for the same tap. Worth doing
Your offer and shipping terms sit in the top bar Free shipping over a value, or a prepaid discount, seen before browsing starts. Worth doing
Search finds products even with typos Try misspelling your bestseller. If search comes back empty, so does the cart. Worth doing

2The product page

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Where the decision is made. Every unanswered question here becomes a lost sale or a returned parcel.

Price, pack size and value per unit are clear ₹499 for 250 g, and what that works out to. Confusion about quantity ends sales and causes refusals. High impact
Photos show real size and real use At least one shot in hand or in use, so the size is not a surprise at the door. High impact
Delivery date by pincode, before checkout "Delivered by Thursday" answers the biggest question a first-time buyer has. High impact
Add to cart stays in reach while scrolling on mobile A sticky button, so nobody has to scroll back up to buy. High impact
Benefits come before ingredients Lead with what it does for the buyer. Keep the full list one tap away. Worth doing
Reviews with photos sit near the price Real buyers' photos close to Add to cart, not buried at the bottom. Worth doing
The page answers your top five WhatsApp questions Taste, how soon it works, side effects, shelf life, returns. Whatever you are asked every day. Worth doing
A bundle or bigger pack is on offer A higher order value spreads shipping and ad cost over more rupees. Worth doing

3Trust

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A first order from an unknown brand is a risk for the buyer. These make it a smaller one.

Returns and refunds explained in plain words Linked from the product page and checkout, not only from the footer. High impact
No claim on the page that you cannot back up "Results in 7 days" promises lead to refusals at the door and angry returns. High impact
A real WhatsApp number, phone and address A business people can reach feels safe to pay in advance. Worth doing
Certifications shown next to the claim they support FSSAI, AYUSH, lab reports or GMP, where the buyer is weighing the claim. Worth doing
Recent reviews, with dates Twenty reviews from last month beat five hundred from three years ago. Worth doing
Payment marks visible where people pay UPI, cards and wallets, shown at the step where money changes hands. Worth doing

4Cart and checkout

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Most stores lose the most buyers here, after the hard work of getting them to want it.

No forced account, and the phone number comes first Guest checkout, with the number asked first so an abandoned cart can still be recovered. High impact
The full cost shows before the last step Shipping, COD charges and discounts visible in the cart, not sprung at payment. High impact
UPI works in one tap on Android and iPhone Most Indian buyers pay by UPI. Test it yourself on both, this week. High impact
Abandoned carts get a WhatsApp message within an hour WhatsApp gets read. Email, mostly, does not. High impact
City and state fill in from the pincode Fewer typos means fewer parcels that cannot be delivered. Worth doing
The coupon box does not send people hunting An empty coupon field sends buyers off to search for codes. Show the best offer instead. Worth doing
Checkout takes three steps or fewer Every extra screen loses a share of buyers. Worth doing
Checkout tested on a low-cost Android phone That is the phone many of your buyers use. Slow scripts and pop-ups show up there first. Worth doing

5COD, delivery and returns

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The quiet cost. A refused parcel costs you the product, two legs of shipping, and whatever it took to win the order.

COD orders are confirmed before they ship A WhatsApp or IVR confirmation before dispatch cuts refusals at the door. High impact
Paying online is rewarded A small prepaid discount or free shipping on UPI moves orders away from COD. High impact
RTO is tracked by pincode and courier So you know which areas and which partners to limit COD for. High impact
You know what RTO costs you each month, in rupees Not just the percentage. The True Profit calculator on this site works it out. High impact
COD is limited or charged in high-RTO pincodes Stop offering free COD where half the parcels come back. Worth doing
Incomplete addresses and fake numbers are flagged Catch them before the parcel leaves, not after it returns. Worth doing
Buyers get delivery updates on WhatsApp People who know the parcel is coming are home to receive it. Worth doing

6After the order

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The cheapest sale you will ever make is the second one to the same person.

A reorder reminder goes out when the product runs out A 30-day pack gets a nudge around day 25, not a random sale message. High impact
One profit number, every week Revenue minus product, shipping, returns, fees and ads. Not just ROAS. High impact
Reviews are asked for after delivery, not after dispatch Ask once they have used it, and the reviews get better. Worth doing
Repeat rate is tracked every month The share of buyers who order again within 90 days. Worth doing
The thank-you page or message offers the next buy A refill, a bundle or a subscription, while they are still pleased with you. Worth doing

Questions

Using this checklist

Where should I start?

With the high-impact checks you have not ticked, in the order they appear. The first five seconds and COD sections usually hold the most money for the least work.

What is a good score?

Above 80% means the store itself is rarely what holds you back, and the next gains are in ads and repeat buyers. Below 50%, fixing the store will usually do more for profit than anything else you spend on.

Does this work for Shopify and WooCommerce?

Yes. None of the checks depend on the platform. A few, like pincode delivery dates and COD confirmation, need an app or a plugin.

Is my progress saved?

In this browser only. Nothing is sent to us unless you request the audit below.

You found the gaps. We will put a rupee number on each one.

Send us your store and we will check it against this list and against your real numbers, then tell you which gaps to close first. Your checklist score comes with your request.