Store Audit Report
wild opal
shopwildopal.com · Audited May 18, 2026
58
/ 100
4
🔴 Critical Issues
9
🟡 Warnings
42
GEO Score / 100
Craft 15.4
Theme
Store Audit Report
shopwildopal.com · Audited May 18, 2026
4
🔴 Critical Issues
9
🟡 Warnings
42
GEO Score / 100
Craft 15.4
Theme
Overall store health overview
Wild Opal is a genuinely charming jewelry brand with a clear aesthetic vision and thoughtful product writing. The Craft theme is well-chosen, the brand palette feels cohesive, and the copy on product pages is genuinely good. That said, the store is clearly in an early stage, and several gaps are holding it back from converting the visitors it's working hard to attract. The biggest priorities are replacing unverified testimonials with a real review platform, adding an Open Graph image so social shares look polished, and setting up an upsell strategy before traffic grows. With those corrections in place, Wild Opal has the brand identity and product quality to compete well in the handcrafted jewelry space.
Beautiful, distinctive brand identity
Warm cream palette, Cormorant + DM Sans type pairing, and evocative product descriptions create a premium feel that stands out.
Excellent product page descriptions
Sensory, detailed copywriting with clear material specs. Images have descriptive alt text. Product structured data is correctly implemented.
Multi-platform tracking in place
Facebook Pixel and Pinterest Tag are both active, providing the data foundation for future paid advertising.
Unverified testimonials on homepage
The review carousel uses an unverified "ai-review-slider" component with generic customer names. There is no connected reviews platform. This is a trust and compliance risk.
No social sharing image (OG image)
The homepage has no Open Graph image meta tag. Every link share on Instagram, Facebook, Pinterest, or iMessage will show a blank preview.
Zero social proof on product pages
No reviews app is installed. Product pages have no star ratings, no customer reviews, and no UGC — the key driver of purchase confidence for jewelry shoppers.
Captured during the live audit session
Homepage (Desktop)
Homepage (Mobile)
Product Page — Baroque Pearl Bloom Bracelet
Product Page (Mobile)
Collection Page — All Products
Collections Index
Cart
Checkout
Findings across all audited pages
| Page | Issue | Category | Severity | Recommendation |
|---|---|---|---|---|
| Homepage | Review carousel uses unverified testimonials ("ai-review-slider" component) — no connected reviews platform | CRO / Legal | 🔴 Critical | Remove the hardcoded review section. Install a verified reviews app (Judge.me is free) and import or request real reviews. FTC guidelines require disclosed material relationships. |
| Homepage | No Open Graph image — social share previews will be blank | Technical / SEO | 🔴 Critical | Add a homepage OG image (1200×630px) in Shopify Admin → Online Store → Preferences → Social sharing image. |
| Homepage | Title tag is just "wild opal" — no keyword value | Technical / SEO | 🟡 Warning | Update to something like "Wild Opal | Handcrafted Gold-Plated & Sterling Silver Jewelry" in Online Store → Preferences → Title and meta description. |
| Homepage | No favicon detected in HTML source | Technical / UX | 🟡 Warning | Upload a branded favicon (32×32px) in Online Store → Preferences → Favicon. This affects browser tabs and bookmarks. |
| Homepage | Announcement bar section present in code but displays no visible content | CRO / UX | 🟡 Warning | Use the announcement bar to communicate a value proposition — free shipping threshold, return policy, or upcoming jewelry drop teaser. |
| Homepage | Organization schema has empty sameAs array — social profiles not linked | Technical / GEO | 🟡 Warning | Add Instagram, Pinterest, and Facebook URLs to the sameAs property in the Organization schema to strengthen entity recognition. |
| Homepage | No trust signals (guarantees, secure badge, return policy callout) above the fold | CRO | 🟡 Warning | Add an icon bar with "Free returns," "Secure checkout," and "Handcrafted quality" below the hero section. |
| Product Pages | No reviews app installed — product pages have zero social proof | CRO | 🔴 Critical | Install Judge.me (free plan available) or Loox. Email past customers to request reviews. Reviews are the #1 conversion driver for jewelry. |
| Product Pages | No breadcrumb navigation | UX / SEO | 🟡 Warning | Enable breadcrumbs in the Craft theme settings. This helps users navigate and adds BreadcrumbList structured data automatically. |
| Product Pages | No trust badges (secure checkout, return policy, material guarantee) | CRO | 🟡 Warning | Add a small trust badge row below the Add to Cart button: "30-day returns · Secure checkout · Handcrafted with care." |
| Product Pages | No upsell or cross-sell section visible — upsell config exists in source but renders no products | CRO | 🟡 Warning | Configure the Frequently Bought Together feature in your current app (Hoppy Popups has this config) or install a dedicated upsell app. Average order value for jewelry is highly upsell-sensitive. |
| Product Pages | Only 3 product images per item — no lifestyle/on-body shots shown from browser session | CRO / UX | 🟢 Info | Add at least 5–7 images per product: close-up of clasp/texture, wrist/neck/ear on model, flat lay styling, and scale reference. Jewelry buyers need to visualize fit and size. |
| Cart | No free shipping progress bar or threshold messaging | CRO | 🟡 Warning | Add a cart free shipping bar (e.g., "Add $X more for free shipping"). The Craft theme supports this natively, or use a free app like Hextom Free Shipping Bar. |
| Cart | No cart upsell or product recommendation widget | CRO | 🟡 Warning | Show 1–2 complementary products in the cart (e.g., "Complete the look" with matching earrings or a necklace). Reconvert and CartHook both do this well. |
| Checkout | No visible trust badges on the checkout page | CRO | 🟢 Info | Use Shopify's checkout branding settings to add a security badge and store logo. Shopify Plus allows more customization, but basic branding is available on all plans. |
| FAQ & Policies | FAQ page has no FAQPage structured data (JSON-LD) | Technical / GEO / SEO | 🟡 Warning | Add FAQPage JSON-LD schema to /pages/faq-policies. This enables rich results on Google and helps AI assistants surface your answers directly. |
| About / Brand | /pages/about returns 404 — brand story only lives in a blog post | UX / GEO | 🔴 Critical | Create a dedicated About page. Move and expand the "Behind the brand" blog content there. Add it to the main navigation. This is critical for brand trust and AI entity recognition. |
| Navigation | No social media links visible in nav or footer (Facebook, Pinterest pixels active but no storefront links) | UX / GEO | 🟡 Warning | Add social links (Instagram, Pinterest, TikTok) to the footer. Update the Organization schema sameAs array with the same URLs. |
| Site-Wide | viewport meta sets maximum-scale=1.0, preventing iOS users from pinching to zoom | Accessibility | 🟢 Info | Remove maximum-scale=1.0 from the viewport meta tag to comply with WCAG 1.4.4 (Resize Text) accessibility guidelines. |
| Site-Wide | No loyalty or post-purchase retention mechanism | CRO / Retention | 🟢 Info | Install Smile.io (free tier) for a points-based loyalty program. Repeat purchase rate is the most important metric for a jewelry brand built on emotional connection. |
Generative Engine Optimization Readiness
Verdict: Partially Optimized
Wild Opal has a solid foundation — product descriptions are clear and factual, llms.txt is present, and Product schema is implemented. But key signals that help AI systems confidently recommend the brand (FAQPage schema, verified reviews, a proper About page, social entity links) are missing or incomplete.
llms.txt present
File exists at /llms.txt with brand description, contact info, product link, and UCP/MCP endpoints. Content is minimal but valid.
5/10
Structured data depth
Organization, WebSite, and Product schemas are present. FAQPage, Review, HowTo, and BreadcrumbList schemas are absent. Organization sameAs is empty.
4/10
Entity clarity
The brand name, product category (handcrafted gold-plated & sterling silver jewelry), and USP are clearly stated in page headings and meta descriptions.
7/10
AI crawlability
robots.txt does not block GPTBot, ClaudeBot, PerplexityBot, or Anthropic-AI. Product pages are fully indexable. /search is blocked (standard Shopify behavior, acceptable).
8/10
Content quality & originality
Product descriptions are evocative and specific (materials, measurements, tactile details). Blog content is original and thoughtful ("Behind the Brand"). Quality is above average for this category.
7/10
Conversational query alignment
The FAQ page answers questions about shipping and returns, but there is no content answering "What is a baroque pearl?", "Is gold-plated jewelry safe for sensitive skin?", or "How do I care for pearl jewelry?" — high-volume AI assistant queries.
3.5/10
Brand authority signals
No dedicated About page, no press mentions, no third-party citations, no founder story with verifiable details. The brand story exists only as a blog post with no author attribution.
2.5/10
Multimodal readiness
Product images have descriptive alt text (e.g., "Gold-plated bracelet with pink baroque pearl centerpiece, floral connector, and freshwater pearls"). Images are served as WebP with multiple sizes.
7.5/10
Knowledge panel readiness
Organization schema is present but sameAs is empty (no social profile URLs), there is no logo URL in the schema, and no external citations to establish the brand as a distinct entity in knowledge graphs.
2/10
| Action | Difficulty | Impact |
|---|---|---|
| Add FAQPage JSON-LD to /pages/faq-policies answering jewelry care, material, and sizing questions | Easy | High |
| Create a proper About page and add it to navigation; include founder name, brand origin, and mission statement | Easy | High |
| Fill in sameAs in Organization schema with Instagram, Pinterest, Facebook URLs | Easy | Medium |
| Expand llms.txt with product categories, brand story excerpt, and key FAQs | Easy | Medium |
| Write 3–4 blog posts answering "What is a baroque pearl?", "How to care for gold-plated jewelry", "Difference between freshwater and baroque pearls" | Medium | High |
| Add Review schema to product pages once a real reviews platform is in place | Medium | High |
| Add logo URL and description to Organization schema | Easy | Medium |
Conversion funnel — Awareness to Retention
Detected apps and recommendations
| App | Purpose | Perf. Impact | Est. Monthly Cost | Verdict | Notes |
|---|---|---|---|---|---|
| Hoppy Popups | Email capture popup + Spin-to-win + Upsell config | Medium | Free | Keep (configure) | The upsell feature is configured but no products are showing. Set it up properly or the app is only providing popup value. |
| Facebook Pixel | Ad tracking & retargeting | Low | Free (native) | Keep | Running via Shopify Web Pixel — correct implementation. |
| Pinterest Tag | Pinterest ad tracking | Low | Free (native) | Keep | Running via Shopify Web Pixel — correct implementation. Pinterest is an ideal channel for jewelry discovery. |
| Shop App / Shop Pay | Accelerated checkout & order tracking | Low | Free (native) | Keep | Shopify native — no action needed. |
| App Category | Recommended Option | Est. Monthly Cost | Priority | Reason |
|---|---|---|---|---|
| Product Reviews | Judge.me | Free (or $15/mo Awesome plan) | 🔴 Urgent | No social proof exists on product pages. Reviews are the top purchase driver for jewelry. |
| Email Marketing | Klaviyo | Free up to 250 subscribers | 🔴 Urgent | Hoppy Popups captures emails but no ESP is connected — collected emails may be going nowhere. Klaviyo enables abandoned cart, welcome series, and post-purchase flows. |
| Free Shipping Bar | Hextom Free Shipping Bar | Free | 🟡 High | A free shipping threshold bar in the cart is one of the easiest AOV levers available. |
| Loyalty Program | Smile.io | Free tier available ($49/mo for Starter) | 🟡 Medium | Points-based rewards are especially effective for jewelry — customers return for gifts, anniversaries, seasonal pieces. |
| Live Chat | Tidio | Free tier available | 🟢 Nice to Have | Jewelry shoppers often have questions before buying (materials, sizing, gifting). Chat reduces pre-purchase friction. |
Total Potential App Savings
No paid apps are currently installed that should be removed. All existing apps are either free or native Shopify. Focus is on adding missing capabilities at zero or low cost.
$0
wasted monthly spend
$0
wasted annually
Technical debt and implementation notes
Color palette, typography & visual consistency
#FAF8F5
Background — warm cream / parchment
#5A5047
Primary text — warm espresso brown
#C9A876
Gold accent — buttons, stars, highlights
#E8DFD5
Border & subtle dividers — linen tone
#FFFFFF
Card & content backgrounds — clean white
Cormorant Garamond
Headings, section titles — editorial & elegant
DM Sans Regular
Body text, UI elements — modern & clean
The brand identity is one of the strongest aspects of Wild Opal. The warm earth tone palette, elegant serif/sans pairing, and nature-inspired copywriting ("made by earth, worn by you") are consistent and distinctive. The main gap is in trust signal design — the brand aesthetic should carry over to badges and guarantees.
Prioritized action plan — from today to strategic
1. Upload a homepage OG image
Go to Shopify Admin → Online Store → Preferences → Social sharing image. Use a 1200×630px product flat-lay with the brand name. Every social share will immediately look polished.
2. Update the homepage title tag
Change from "wild opal" to "Wild Opal | Handcrafted Gold-Plated & Sterling Silver Jewelry" in Online Store → Preferences. Immediate SEO benefit.
3. Upload a favicon
Upload a small square version of the brand mark or wordmark in Online Store → Preferences → Favicon. Takes 2 minutes.
4. Remove the unverified review carousel
Remove or hide the "ai-review-slider" homepage section until real reviews are collected. Replace with a brand statement or a "why wild opal" section instead.
5. Create an About page and add it to navigation
Move the "Behind the Brand" blog content to /pages/about. Add to main navigation. This builds brand trust and feeds AI entity recognition.
6. Add a free shipping bar using native Craft theme settings or Hextom
Set a free shipping threshold (e.g., $75) and enable the bar. This single change typically increases AOV by 15–30%.
7. Use the announcement bar
Add a short message: "Free shipping on orders over $75 · Handcrafted in small batches · New collection drops coming soon" — it's already in the theme, just empty.
1. Install Judge.me and start collecting real reviews
Install the free plan. Email past customers (if any) with a review request. Set up an automated post-purchase email. Even 5–10 real reviews will significantly boost conversion rate.
2. Connect Klaviyo to Hoppy Popups for email automation
If Hoppy Popups is collecting emails, make sure they're flowing into an ESP. Set up a welcome sequence and abandoned cart flow. These two alone typically recover 5–10% of lost revenue.
3. Add trust badges below the Add to Cart button on product pages
Use the Craft theme's text/icon blocks to add 3 small icons: "Secure checkout," "Free returns," "Handcrafted quality." Match the brand's warm color palette.
4. Configure the Hoppy Popups upsell or install a dedicated upsell app
The "Frequently Bought Together" config in Hoppy Popups is present but blank. Assign product pairings (bracelet + earrings, ring + necklace). Alternatively, install a dedicated app like Reconvert.
5. Add FAQPage JSON-LD to the FAQ & Policies page
This enables Google rich results and makes your FAQ content surfaceable by AI assistants. Add questions about shipping, returns, materials, and jewelry care.
6. Enable breadcrumbs in Craft theme settings
This is typically a toggle in the theme customizer. Breadcrumbs improve navigation and automatically add BreadcrumbList structured data.
7. Add more product images — especially on-model and scale reference shots
Current product pages show 3 images. Jewelry shoppers need to see how pieces look worn, at scale, and in different lighting. Target 6–8 images per product.
1. Build a collection drop infrastructure
Given the founder's excitement about future jewelry collection drops, set up a dedicated landing page for upcoming drops, a waitlist email flow in Klaviyo, and a "notify me" button on coming-soon products. This creates anticipation and captures intent before launch.
2. Build a content strategy for GEO and organic discovery
Write 6–10 blog posts answering high-intent questions: "What is baroque pearl jewelry?", "How to care for gold-plated jewelry", "Best pearl earrings for bridesmaids", "Moissanite vs diamond for everyday rings." These feed AI assistants and organic search equally.
3. Launch a loyalty program via Smile.io
Points-based rewards work exceptionally well for jewelry — customers return for birthdays, anniversaries, and gifting. The free Smile.io tier is a solid starting point.
4. Pursue earned media and external citations
Submit to gift guides (jewelry for bridesmaids, pearl jewelry roundups), reach out to jewelry-focused publications and micro-influencers, and pursue press features. External citations are the single most powerful GEO signal for brand authority.
5. Add a ring sizer and jewelry care guide
An interactive ring sizer (many free Shopify apps exist) reduces purchase hesitation for rings dramatically. A jewelry care guide page also serves as high-quality GEO content.