What I Look for First When Auditing a Shopify Store
A practical look at the order I use to review product clarity, mobile UX, trust, navigation, product pages, and checkout friction.
Aug 16, 20263 min read
Read ArticleI am Ajmal Farhan
Shopify Developer +E-commerce Specialist
I break down complex e-commerce challenges to create conversion-focused Shopify stores that connect brands with their customers. I focus on CRO, performance, and custom theme development.
2024
Independent Shopify Work Since
Shopify
Theme & Storefront Development
CRO
UX & Journey Audits
14
Published Case Studies
About Me
Hi, I’m Ajmal — a Shopify developer passionate about building fast, conversion-focused e-commerce experiences.
I started in development, then expanded my focus to performance, user behavior, and the details that make a storefront easier to use.
Every project I take on is approached with one goal in mind: a clearer, more effective storefront.
Today, I help brands:
- Improve store speed
- Reduce conversion friction
- Build custom Shopify experiences
- Clarify customer journeys
I believe great e-commerce isn’t just built — it’s optimized.
My Services
Focused Shopify services for brands that need to build, improve, or optimize their e-commerce experience.
Shopify Store Development
Custom Shopify theme setup and storefront implementation for brands launching a new store or moving on from a basic template.
Best for
New store launches and brands outgrowing a basic setup
- Theme setup & customization
- Custom sections & homepage build
- Collection & product page implementation
- Responsive, mobile-first development
- Navigation & product structure
- Metafields / metaobjects where useful
Case study: Zoura Official
Store Revamp & UX Optimization
Improving an existing Shopify store's layout, navigation and usability without an unnecessary full rebuild.
Best for
Existing stores that work but feel outdated or hard to use
- Layout & visual hierarchy improvements
- Mobile UX improvements
- Product card & collection refinements
- Navigation cleanup
- Product page UX improvements
- Theme cleanup, not unnecessary rebuilds
CRO Audit & Conversion Optimization
Reviewing stores that already get traffic to find where the buying journey creates friction.
Best for
Stores with traffic but unclear conversion friction
- Customer journey review
- Product page & CTA audit
- Mobile shopping UX review
- Trust signals & buying confidence
- Navigation & product discovery
- Prioritized, practical recommendations
Featured case study: Varali Clothing
Custom Shopify Development
Building functionality standard Shopify themes don't support out of the box.
Best for
Brands with a buying flow or merchandising need a standard theme can't handle
- Custom Shopify sections
- Product-selection / bundle-builder flows
- Custom variant interactions
- Metafields / metaobjects
- Custom PDP functionality
- Business-specific theme logic
Case study: Perfumzy — Build Your Own Box
Not sure which service your store needs?
Start with a free Shopify store audit and I'll help identify the biggest opportunities first.
Get a Free Shopify AuditMy Recent Works
A selection of Shopify storefronts I have worked on across development, custom functionality, CRO, and UX.
Project 1 of 14: Perfumzy — Build Your Own Box
Perfumzy — Build Your Own Box
Fragrance brand with a custom Build-Your-Own-Box experience letting customers mix and match perfumes into a personalized set.
#Shopify#Custom Development#Fragrance
Zoura Official
Fragrance e-commerce store with a custom Shopify theme spanning solid perfumes, bakhoor, attars, and a bundle-driven checkout flow.
#Shopify#Liquid#E-commerce
Show Project
Zia Silver Stories
Elegant silver jewelry store with immersive product pages and a purchase-focused layout.
#UI/UX#Shopify#Jewelry
Show Project
NoCase
A focused, single-category Shopify store for NoCase, a minimalist iPhone case brand, built around a clean product grid and mobile-focused layout.
#Minimalist#Mobile First#UI/UX
Show Project
Oveelo
A large-catalog Shopify store for Oveelo, a lifestyle and stationery brand, organized around multiple themed collections and dozens of sub-categories.
#Modern Design#UX Optimization#Shopify
Show ProjectFREE SHOPIFY STORE AUDIT
Not sure where your store may be creating friction?
Share your store URL and I'll review potential friction across the customer journey, user experience, and Shopify storefront.
- Conversion & UX issues
- Product page opportunities
- Mobile shopping experience
- Shopify performance quick wins
14 published Shopify case studies available
Learn what's includedShopify Work Patterns
Storefront needs, work shown, and intended UX benefits documented across selected Shopify case studies.
Product Discovery
Storefront Need
A bundle-led storefront needed a clear path from browsing into product selection.
Work Shown
The case study shows a dedicated Build Your Own Box flow with structured product selection.
Intended UX Benefit
A more direct path for choosing products and understanding the bundle offer.
Product Page Clarity
Storefront Need
A large fragrance catalog needed structured product information and discovery support.
Work Shown
The case study shows organized product content, variants, trust cues, and collapsible details.
Intended UX Benefit
An intended benefit is easier comparison of product details and purchase options.
Mobile Shopping UX Audit
Storefront Need
The audit reviewed how existing layouts and product information translated to smaller screens.
Work Shown
Reviewed responsive layouts, sticky elements, spacing, product cards, navigation, and mobile interactions.
Intended UX Benefit
A prioritized plan for improving mobile usability across product and collection pages.
Custom Shopify Functionality
Storefront Need
The storefront needed guided selection beyond a standard product-template flow.
Work Shown
The linked case shows a guided quiz, size selection, and supporting product education.
Intended UX Benefit
The intended benefit is a clearer path through a product decision with extra context.
CRO Audit
Storefront Need
The store needed an outside review of potential conversion and usability friction.
Work Shown
Reviewed the customer journey — product pages, trust signals, mobile UX, navigation, and cart — for friction points.
Intended UX Benefit
A prioritized list of conversion and usability opportunities to consider.
Store Revamp
Storefront Need
An existing Shopify store needed stronger structure, usability, or visual hierarchy.
Work Shown
Refined layouts, sections, product presentation, and navigation without rebuilding everything from scratch.
Intended UX Benefit
A cleaner, more scalable shopping experience built on what was already working.
My Experience
One ongoing role across Shopify development, CRO, and UX — not a list of separate jobs.
Independent Shopify Developer & E-commerce Specialist
2024 — PresentWorking independently with e-commerce brands on Shopify development, store revamps, CRO, UX improvements, custom functionality, and ongoing optimization.
Core Workstreams
Shopify Development
Custom theme work, store builds, section development, and storefront implementation.
Store Revamps
Improving existing Shopify stores without rebuilding unnecessarily.
CRO & UX Audits
Reviewing customer journeys, product pages, mobile UX, and conversion friction.
Custom Functionality
Building solutions for requirements standard themes can't handle.
Performance & Usability
Improving storefront speed, responsiveness, and accessibility.
E-commerce Strategy
Practical recommendations on Shopify structure, merchandising, and customer journey.
Selected Engagements
Started independent Shopify/e-commerce work in 2024•14 published project case studies•Expanded into CRO and UX optimization•Built custom Shopify functionality for growing brands
My Skills
What I actually work on, grouped by capability — Shopify development, CRO & UX, performance, and the tools around them.
Shopify DevelopmentCRO & UXStore RevampsCustom E-commerce Functionality
Shopify Development
Custom storefront implementation, theme work, and Shopify-specific development.
ShopifyLiquidTheme CustomizationCustom SectionsTheme DevelopmentMetafields / MetaobjectsHTMLCSSJavaScript
CRO & UX
Reviewing customer journeys and improving how confidently people buy.
CRO AuditsProduct Page UXMobile UXCustomer Journey ReviewNavigation & Product DiscoveryTrust & Buying ConfidenceStore Revamps
Performance & Technical
Keeping storefronts fast, responsive, and technically solid across devices.
Shopify Performance OptimizationResponsive ImplementationTheme DebuggingFront-End QAAccessibility BasicsGit & Version Control
E-commerce & Tools
Design, advertising, and workflow tools I am familiar with alongside Shopify development.
FigmaGoogle AdsMeta AdsGoogle Sheets / Apps ScriptVercelAI-Assisted Development
Tools & Platforms
Selected Brands I've Worked With
What Clients Say
Feedback from brands I've worked with across Shopify development, CRO, UX and e-commerce optimization.
Client feedback is presented as provided. Individual results are not a guarantee.
Our backend was messy and unorganized. Ajmal rebuilt the structure, fixed inventory workflows, and gave our store a cleaner, more user-friendly look. Super professional and detail-oriented.
Mafaz Rahman
Managing Director, Zelora
We wanted a stronger online presence and better performance campaigns. Ajmal built a smooth shopping experience and executed a marketing plan that brought clear, trackable growth.
Anzil
Co Founder & CMO, Zoura
Ajmal transformed our Shopify store completely — from layout to ad performance. The redesign not only improved speed but also doubled our ROAS through performance marketing.
Sahal
Co-Founder, nocase.in
Ajmal handled everything from store setup to digital marketing. Our operations became smoother, and we saw consistent sales growth within the first month.
Shajith
Founder, LuxVogue
We worked with Ajmal to define our e-commerce systems and ad strategy. His approach is structured yet creative — helped us scale efficiently.
Jasir
CMO, RevealX
Project Highlights
Implementation highlights from recent Shopify builds and CRO audits, summarized from the case studies.
Custom Shopify Development
Perfumzy
Perfumzy's storefront runs almost entirely on the Build Your Own Box mechanic, giving shoppers a single, clear path to assemble and buy a personalized 3-fragrance set instead of navigating a traditional multi-page catalog.
View Case StudyShopify Development
Nuwe
Nuwe's case study documents a broad fragrance catalog with multiple browsing paths, variant-based pricing, and a guided discovery quiz.
View Case StudyCustom Shopify Development
O'hygia
O'hygia's storefront presents a direct size selector and a brand-provided guided quiz, with bundled accessories and educational content on the product page.
View Case StudyShopify Development
Farada
Farada's Shopify store handles a multi-category footwear catalog — spanning Men's, Women's, and Kids' sandals and shoes — with consistent color and size variant merchandising and Qatar-localized trust signals across collection and product pages.
View Case StudyCRO & UX
Airflex
Airflex uses a focused, offer-led Shopify storefront where the homepage and product page form a single, linear purchase path rather than a broad catalog.
View Case StudyCustom Shopify Development
Manifestra
Manifestra's storefront trades a conventional product catalog for a narrow, education-led path — homepage webinar into a two-product journal lineup — designed to build understanding of an unfamiliar practice before asking for the sale.
View Case StudyRecent Insights
Thoughts and strategies on Shopify development, e-commerce optimization, and building better online stores.
Why Mobile UX Should Be Reviewed Separately From Desktop
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Read ArticleShopify Store Revamp vs Rebuild: How to Choose
A focused revamp may be enough; some stores need a new foundation. Use these checks before committing budget to either path.
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Read ArticleFrequently Asked Questions
LET'S WORK TOGETHER
What do you need help with?
Whether you're launching, improving, or troubleshooting a Shopify store, choose the path that best matches where you are right now.
Build a Shopify Store
Best for
New brands, store launches, or businesses that need a stronger Shopify storefront.
Shopify development, theme customization, custom sections, product-page implementation, and launch-ready QA.
Explore Shopify DevelopmentImprove an Existing Store
Best for
Stores that already exist but need better UX, CRO, mobile usability, or a revamp.
Improve product discovery, PDP clarity, mobile UX, conversion friction, and custom Shopify functionality.
View Relevant WorkGet a Free Store Audit
Best for
Brands that want a second opinion before spending on development or redesign.
Submit your store and I'll review key CRO, UX, product-page, mobile, trust, and Shopify usability opportunities.
Get My Free AuditAlready know what you need? Let's talk.
Best fit: Shopify development, CRO, UX, store revamps, and custom storefront work. For quick store feedback, use the Free Audit instead.
14 published case studies•Independent since 2024•Shopify + CRO + UX focus
Prefer to see examples first? View Selected Work