Prepare for the AI Search Era.

The hamburger menu icon requires a double-tap to open on iOS devices. This is a massive friction point.

Search bar is hidden in a small icon. Recommendation: Expand search bar on desktop to encourage usage, as search users convert 2x higher.

Key Issues:

• Above-the-fold clarity: The hero section doesn't immediately communicate the value proposition or what makes the store unique
• Call-to-action hierarchy: Multiple CTAs compete for attention without clear priority

Missing Elements:

• Star ratings/reviews: No visible social proof on product cards
• Quick view option: Users must navigate to PDP to see details
• Stock indicators: No 'Low Stock' or 'Only X Left' badges

Recommendations:

1. Add star ratings below product title
2. Include sale badges - Show '% OFF' badge
3. Add stock indicators - Show 'Low Stock' badge

Filters are hidden in a drawer on desktop. Exposing key filters (Brand, Price) on the left sidebar can improve engagement.

Issues:

1. Above-the-fold information: Critical purchase information may require scrolling on mobile
2. Trust signals: Missing customer reviews/ratings in the right column
3. Urgency elements: No stock indicators

Potential Drop-off Points:

1. Homepage → Collection Page (Discovery Phase)
2. Collection Page → Product Page (Consideration Phase)
3. Product Page → Add to Cart (Decision Phase)
4. Add to Cart → Checkout (Conversion Phase)

Issues:

1. Visual Hierarchy: May not clearly show what was just added
2. Upsell Opportunities: Missing 'You May Also Like'

• ✅

  Organization (HP) DOCS ↗

  Establishes Brand Entity. Essential for Knowledge Graph.
  🔍 View Detected Code ▼

  {
    "@context": "http://schema.org",
    "@type": "Organization",
    "name": "Everyday Mountaineering",
    "logo": "https://everydaymountaineering.com/cdn/shop/files/emweblogo-shopify3_2ae53cff-9d3e-4d83-af46-9cccc4646178.jpg?v=1725393577&width=1042",
    "sameAs": [
      "",
      "",
      "",
      "",
      "",
      "",
      "",
      "",
      ""
    ],
    "url": "https://everydaymountaineering.com"
  }

• ❌

  Product (PDP) DOCS ↗

  The core of e-commerce. Price, Stock, Images.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "Product",
    "name": "Sample Product",
    "brand": {
      "@type": "Brand",
      "name": "Everyday Mountaineering"
    },
    "offers": {
      "@type": "Offer",
      "price": "395.00",
      "currency": "GBP"
    }
  }

• ❌

  ProductGroup (PDP) DOCS ↗

  Cleanly handles variants (Size/Color) without confusing AI.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "ProductGroup",
    "name": "Sample Product",
    "variesBy": [
      "Size",
      "Color"
    ],
    "hasVariant": [
      {
        "@type": "Product",
        "name": "Sample Product - Red"
      }
    ]
  }

• ❌

  Breadcrumbs (PLP) DOCS ↗

  Teaches AI site structure & categorization.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "BreadcrumbList",
    "itemListElement": [
      {
        "@type": "ListItem",
        "position": 1,
        "name": "Home"
      },
      {
        "@type": "ListItem",
        "position": 2,
        "name": "Shop"
      }
    ]
  }

• ❌

  FAQ (PDP) DOCS ↗

  Best format for FAQs. High chance of powering "Direct Answers".
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "QAPage",
    "mainEntity": {
      "@type": "Question",
      "name": "Is this waterproof?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, fully taped seams."
      }
    }
  }

• ❌

  Video (PDP) DOCS ↗

  Allows AI to "watch" and index visual content.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "VideoObject",
    "name": "Sample Product Review",
    "thumbnailUrl": "thumb.jpg",
    "uploadDate": "2024-01-01"
  }

• ❌

  Image (PDP) DOCS ↗

  Ensures your images are indexed with proper license and credit metadata.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "ImageObject",
    "contentUrl": "https://everyday-mountaineering.myshopify.com/image.jpg",
    "license": "https://everyday-mountaineering.myshopify.com/license",
    "acquireLicensePage": "https://everyday-mountaineering.myshopify.com/license"
  }

• ❌

  HowTo (Content) DOCS ↗

  Perfect for "Care Guides" or "Usage" steps. AI loves these for direct answers.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "HowTo",
    "name": "How to Wash Sample Product",
    "step": [
      {
        "@type": "HowToStep",
        "text": "Wash cold."
      },
      {
        "@type": "HowToStep",
        "text": "Hang dry."
      }
    ]
  }

• ❌

  Warranty (PDP) DOCS ↗

  Explicitly answers "Is this covered?" questions.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "WarrantyPromise",
    "durationOfWarranty": "P1Y",
    "warrantyScope": "Manufacturer",
    "description": "1 Year coverage on materials."
  }

• ❌

  TechArticle (Specs) DOCS ↗

  For sizing guides or material specs. Signals technical authority.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "TechArticle",
    "headline": "Sample Product Material Specs",
    "articleBody": "3-Layer Gore-Tex..."
  }

• ❌

  ItemList (Collection) DOCS ↗

  Great for Collections. Explains "Best X for Y" lists.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "ItemList",
    "name": "Best Sellers",
    "itemListElement": [
      {
        "@type": "ListItem",
        "position": 1,
        "url": "https://everyday-mountaineering.myshopify.com/prod-1"
      }
    ]
  }

• ❌

  Glossary (DefinedTerm) DOCS ↗

  Ideal for Glossaries. Defines your brand's specific terminology.
  🛠 View Fix Example ▼

  {
    "@context": "https://schema.org",
    "@type": "DefinedTermSet",
    "name": "Mountaineering Glossary",
    "hasDefinedTerm": [
      {
        "@type": "DefinedTerm",
        "name": "Belay",
        "description": "Fixing a rope."
      }
    ]
  }

• ✅

  Robots.txt DOCS ↗

  Accessible The Front Door.
• ✅

  Sitemap.xml DOCS ↗

  Found The Map.
• ✅

  Business Identity

  Address Detected Physical grounding.
• ❌

  Mobile Speed > 50

  45/100 Crawl budget factor.
• ❌

  llms.txt (AI Standard) DOCS ↗

  Missing AI Documentation Standard.

1. Fix Transparent Header on Homepage (1 day) - Implement semi-transparent header with backdrop blur effect.

2. Add Star Ratings to Product Cards (1-2 days) - Display average rating and review count.

1. Homepage Hero Section - Variant A: Current, Variant B: Value proposition-focused.

Critical (Do First - Week 1-2):

1. Performance optimization (mobile speed)
2. Fix transparent header on homepage
3. Add star ratings to product cards