Work / EV-04 / Conversion audit

12 findings, each with a dated capture. And two no website can fix.

A new water-filter brand had traffic and almost no orders. The audit answered why, including the parts that were not about the store.

Finding 01 of the Puflow audit: the mobile cart drawer hides the trust block below the fold — Report, two addenda, walkthrough call, verification review

Client: Puflow, home water filtration, US
Service: Fixed-price conversion audit
Traffic: ~81% mobile, checked at 390 × 844
Evidence: Shopify Analytics, GA4, live store

EV-04a · THE 12 FINDINGS BY WEIGHTSIGNED OFF 11 AUG 2026

CRITICAL5

Trust signals missing in the cart · delivery info on the wrong products · tracking key events · popup interrupting mobile · the case for buying below the fold

IMPORTANT3

Homepage products and social proof · a login wall in the hero slider · hero text contrast

CONSIDER4

Polish bundle · checkout regions · review layout · a testing note

EVERY QUANTITATIVE CLAIM BACKED BY A NUMBERED CAPTURE WITH THE DATE RANGE IN FRAME

NOT A WEBSITE PROBLEM Price position and delivery time. The lead product cost $612, the best-known competitor $219–359 and stocked in big-box stores. The report said so first, because no layout change fixes that.

CHECKED BEFORE IT SHIPPED Two drafted findings did not survive a live check on the store and were withdrawn, not softened.

01 — THE QUESTION

Why isn't the store selling, and what should we do first? The report opens with that answer in three layers: the offer, the funnel, the traffic.

02 — A FINDING BEYOND CRO

Hidden, obfuscated code in the theme, loaded under a fake analytics file name. Flagged factually, then removed on a tested copy first, with the founder's written go.

03 — AFTER THE REPORT

A walkthrough call, two short addenda, and a verification review that sorted all twelve findings into done and working, done but misplaced, and still open.