Store Audit Report

LUMRA — trylumra.com

Comprehensive store audit · May 15, 2026

✦ Top 3 Wins

Strong brand narrative & product storytelling
Good structured data (Product, AggregateRating)
Trust signals present (guarantees, reviews, secure checkout)

🔴 Top 3 Critical Issues

No blog or content marketing strategy
Excessive JavaScript bloat (58 external scripts)
Missing image alt text across all pages

✦ Growth Opportunity

LUMRA has a compelling brand story and a well-defined niche in the sleep wellness space. The biggest opportunity lies in content marketing — launching a blog targeting long-tail sleep queries would drive organic traffic and build AI citation authority. Combining this with fixing the technical SEO issues, optimizing the app stack, and adding cross-sell funnels could significantly lift both traffic and AOV within the first quarter.

Products

Health Score

JS Console Errors

External Scripts

Blog Posts

Apps Detected

📸 Screenshots Gallery

Homepage

Product Page — LUMRA Glow

Cart Drawer

Cart Page

Checkout Page

📋 Per-Page Issues Table

Page	Issue	Category	Severity	Recommendation
Homepage	3 H1 tags detected — only one H1 should exist per page	Technical	🔴 Critical	Keep only "Premium Sleep & Wellness Rituals" as H1. Convert others to H2.
Homepage	4 images missing alt text (hero banner, product cards)	Technical	🔴 Critical	Add descriptive alt text to every image for SEO and accessibility.
Homepage	OG image URL uses HTTP instead of HTTPS	Technical	🟡 Warning	Update og:image to use https:// protocol.
Homepage	Organization schema has 9 empty sameAs entries	GEO	🟡 Warning	Either add actual social media URLs or remove the empty entries.
Homepage	No social media links in footer or header	CRO	🟡 Warning	Add Instagram, TikTok, and other social channel links to build brand trust.
Homepage	Footer is extremely sparse — no navigation links, only email contact	UX	🟡 Warning	Add footer navigation (FAQ, Shipping, Returns, About, etc.) and social icons.
Homepage	Favicon is a cropped WhatsApp image file — unprofessional	UX	🟡 Warning	Replace favicon with a proper brand icon (PNG/SVG with transparent background).
Collection	No sort or filter controls available for customers	UX	🟢 Info	With only 4 products, filters aren't critical. Add sort when catalog expands.
Collection	No CollectionPage or BreadcrumbList structured data	GEO	🟡 Warning	Add BreadcrumbList schema on collection and product pages.
Collection	H1 includes "Collection:" prefix — redundant for SEO	Technical	🟢 Info	Edit the collection template to remove the "Collection:" prefix.
Product Pages	2 H1 tags per product page (product title + Klaviyo popup)	Technical	🔴 Critical	Modify the Klaviyo popup heading to use H2 instead of H1.
Product Pages	10 images missing alt text on each product page	Technical	🔴 Critical	Add alt text to all product images, review thumbnails, and icons.
Product Pages	No breadcrumbs on product pages	UX	🟡 Warning	Add breadcrumb navigation (Home → Collection → Product).
Product Pages	FAQ section exists but no FAQPage structured data	GEO	🔴 Critical	Add FAQPage JSON-LD schema — easy win for rich results and AI citations.
Product Pages	Aggressive Klaviyo popup blocks product page on first visit	CRO	🔴 Critical	Delay popup to 15-30 seconds or show on exit intent, not on page load.
Product Pages	"Only 9 left in stock" scarcity signal doesn't update — appears static/artificial	CRO	🟡 Warning	Either connect to real inventory or remove. Artificial scarcity erodes trust.
Product Pages	No cross-sell or "You may also like" section below product	CRO	🟡 Warning	Add related products or "Complete the Ritual" bundle suggestions.
Product Pages	No sticky Add-to-Cart on mobile scroll	CRO	🟡 Warning	Add a sticky ATC bar that follows scroll on mobile devices.
Cart	No upsell or cross-sell offers visible in cart (despite Selleasy installed)	CRO	🔴 Critical	Configure Selleasy to show "Frequently Bought Together" in cart drawer and cart page.
Cart	No free shipping progress bar or savings summary	CRO	🟡 Warning	Add a shipping bar (already free shipping, but a progress bar motivates AOV increase).
Checkout	Express checkout options present (ShopPay, Google Pay, PayPal) — good	CRO	✅ Good	Keep express checkout. Consider adding Klarna/Afterpay for BNPL.
Checkout	Guest checkout available via email — good	CRO	✅ Good	Keep guest checkout as the default to reduce friction.
Checkout	No order summary trust badges or guarantee callout at checkout	CRO	🟡 Warning	Add "30-Day Guarantee" and "Free Shipping" badges to the checkout sidebar.
Global	WP-JSON/WooCommerce API call returning 400 error — indicates leftover code	Technical	🟡 Warning	Find and remove any WooCommerce/WordPress API call scripts from the theme.
Global	Klaviyo CORS errors appearing on every page	Technical	🟢 Info	Usually a Klaviyo-side issue. Monitor but typically resolves.
Global	44 inline scripts + 58 external scripts — excessive JS load	Technical	🔴 Critical	Audit and remove unused scripts. Defer non-critical JS loading.
Global	No blog present — /blogs returns 404	GEO	🔴 Critical	Launch a blog targeting sleep wellness queries. Critical for GEO and organic SEO.
Our Story	No H1 tag on the page — CSS styles leaking into visible content	Technical	🟡 Warning	Add a proper H1 tag. Fix CSS/style tags that render as visible text.

🤖 GEO Audit — Generative Engine Optimization

GEO Readiness Score: 32/100

Not AI-Optimized

The store has basic structured data but lacks the content depth, authority signals, and AI-specific optimizations needed to appear in AI-generated answers.

⚠

llms.txt

Present but auto-generated by Shopify. Contains only basic store info — no product descriptions, no USP, no brand story. Lacks llms-full.txt.

AI-Friendly Content Structure

No blog or editorial content. Product descriptions are good but lack the depth needed for AI citation. No long-form guides.

⚠

Entity Clarity

Brand name and product category are clear. USP (circadian light ritual) is communicated but could be more explicit in structured data.

⚠

Structured Data Depth

Product + AggregateRating + Organization + WebSite schemas present. Missing: FAQPage, HowTo, BreadcrumbList, Review schemas.

Brand Authority Signals

Good About page with brand story but no founder names, press mentions, awards, or third-party citations. No verifiable claims.

Conversational Query Alignment

No blog content addressing natural language queries ("best sunset lamp for sleep", "how to fix circadian rhythm"). FAQ on product pages is a start.

Canonical Brand Voice in Content

No editorial or blog content exists. Product descriptions are well-written but insufficient for LLM referencing.

✓

AI Crawlability

No AI-specific crawler blocks found in robots.txt. GPTBot, ClaudeBot, PerplexityBot are all allowed access. Good.

Multimodal Readiness

Many product and review images lack descriptive alt text. AI cannot understand what the product looks like from images alone.

Knowledge Panel Readiness

No linked social profiles, no Wikipedia mentions, empty sameAs in schema. Not enough data for entity recognition in knowledge graphs.

Prioritized GEO Action Items

Action	Difficulty	Impact
Add FAQPage schema to product page FAQ sections	Easy	High
Create a custom llms.txt with product descriptions, USP, and brand story	Easy	High
Launch a blog with 5-10 sleep wellness articles targeting conversational queries	Medium	High
Add BreadcrumbList schema to all pages	Easy	Medium
Fix Organization sameAs — add real social media profile URLs	Easy	Medium
Add descriptive alt text to all images across the site	Easy	Medium
Add founder info and verifiable claims to the About page	Medium	Medium
Create a HowTo schema for the "How the ritual works" section	Easy	Low
Secure press mentions or third-party citations to build entity authority	Hard	High

🎯 CRO Scorecard

Awareness → Homepage & Discovery

✓

Hero CTA: Clear "Shop LUMRA Glow" button with strong value proposition

✓

Trust Bar: Scrolling marquee with free shipping, 30-day guarantee, and "Sleep Better, Starting Tonight"

✓

Social Proof: Customer testimonials with star ratings on homepage

Blog/Content: No blog — missing organic traffic acquisition channel entirely

Social Media: No social links visible anywhere — missed brand authority signal

Consideration → Product Pages

✓

Image Gallery: 7 product images with thumbnail navigation — good variety

✓

Product Description: Well-written with benefit-focused copy and feature bullets

✓

Reviews: 29 reviews with photos at 4.9 average — strong social proof

✓

FAQ: 7-question FAQ directly on product page — reduces objections

✓

Price Anchoring: Crossed-out original price ($59.99 → $39.99) — effective

⚠

Scarcity Signals: "Only 9 left" and countdown timer — verify they're real or remove

Cross-sells: No "Complete Your Ritual" bundle or related product suggestions

Sticky ATC: No sticky add-to-cart bar on scroll

Popup Timing: Klaviyo popup fires immediately, blocking the product page

Purchase → Cart & Checkout

✓

Cart Drawer: Slide-out cart with product details and checkout button

✓

Express Checkout: Shop Pay, Google Pay, PayPal — good coverage

✓

Guest Checkout: Available — email only, minimal friction

✓

Cart Page Trust: Secure checkout, free tracked shipping, and 30-day guarantee badges on cart page

Cart Upsells: No upsell offers in cart drawer or cart page (Selleasy not configured)

BNPL: No Buy Now Pay Later option (Klarna/Afterpay/Affirm not visible)

AOV Incentive: No free shipping progress bar or bundle discount incentive

Retention → Post-Purchase

✓

Email Collection: Klaviyo popup + newsletter form for lead capture

Loyalty Program: No rewards or loyalty program detected

Referral Program: No referral or share incentive detected

Post-Purchase Upsell: No post-purchase page upsell configured

🧩 App Stack Audit

App Name	Purpose	Performance Impact	Est. Monthly Cost	Verdict	Notes
Klaviyo	Email Marketing & SMS	Medium — 15+ scripts loaded, CORS errors	$0 – $20/mo	Keep	Essential for email flows. Fix the popup timing. On free tier for small list.
Judge.me	Product Reviews	Low	$0 – $15/mo	Keep	Great value. Reviews are critical for this niche. Consider upgrading to Awesome ($15) for Google Shopping syndication.
Selleasy (Logbase)	Upsell & Cross-sell	Low	$0 – $8.99/mo	Optimize	Installed but not properly configured. No upsells visible in cart or product pages. Configure immediately — this is leaving money on the table.
Microsoft Clarity	Heatmaps & Session Recordings	Low	$0 (Free)	Keep	Free and valuable. Use session recordings to identify UX friction points.
Facebook/Meta Pixel	Ad Tracking	Low	$0 (Free)	Keep	Essential if running Meta ads. Verify conversion events are firing correctly.
Google Analytics 4 / GTM	Analytics & Tag Management	Medium — dual GTM tags detected	$0 (Free)	Optimize	Two Google tags detected (G-BQYTL7BQLG + GT-MJMG6TB7). Verify both are needed; remove duplicate if redundant.
Nice Team Bundler	Unknown / Script Bundler	High — QUIC errors, timeout failures	Unknown	Remove	Generating QUIC protocol errors and net timeouts. Investigate what this app does — if not actively used, remove immediately.
AdsAgent (Microsoft)	Bing/Microsoft Ads Injection	Medium	$0 (Free)	Optimize	Verify if Bing Ads are actively used. If not running campaigns, remove the script.

Potential Savings — Remove/Optimize

Removing the Nice Team Bundler app and cleaning up duplicate GTM tags will reduce script load and eliminate JS errors. Main cost savings are indirect: faster page loads → higher conversion rates.

~$0–9

per month (app costs minimal)

💡 Bigger opportunity: Configuring the already-installed Selleasy app properly could generate an estimated 10-30% increase in AOV — that's $4–12 additional per order.

Missing App Categories — Recommended

📦 Post-Purchase Upsell

Consider AfterSell or ReConvert for one-click post-purchase offers on the thank you page.

🎁 Loyalty & Referrals

Smile.io or Rivo to reward repeat purchases and encourage referral sharing.

📊 SEO App

SEOAnt or Smart SEO to automate alt text, meta tags, and structured data fixes.

💰 BNPL Payment

Klarna or Afterpay to offer installment payments — especially useful for the $39.99 price point.

⚙️ Theme & Code Findings

Theme Details

Theme: Dawn (Shopify's default free theme)
Version: 2 (from asset URL path /t/2/)
Shopify Store ID: 78254309607
Myshopify Domain: qx01m1-0r.myshopify.com

Technical Debt

Critical 44 inline scripts — excessive. Move to external files where possible.
Critical 58 external scripts loaded — audit and remove unused vendors.
Warning WP-JSON API call on a Shopify store — leftover from a migration or rogue script.
Warning CSS styles rendering as visible text on Our Story page (style tags in page body).
Warning Nice Team Bundler scripts causing QUIC timeout errors.
Info 24 CSS stylesheets loaded — consider consolidating.
Info Duplicate CSS file loaded: component-price.css and component-list-menu.css appear twice.

🎨 Brand Identity

Logo

Color Palette

#1a1a2e

Dark Navy

#b8967d

Warm Tan

#f5f1ed

Cream

#ffffff

White BG

#121212

Body Text

Typography

Body Font: Inter, sans-serif

Heading Font: Inter, sans-serif

Generic Font Inter is overused. Consider upgrading to a more distinctive typeface.

Brand Consistency Rating

7/10

The brand voice is consistent across pages — warm, science-backed, aspirational. The visual identity is cohesive with the dark navy & warm tan palette. However, the Inter font choice is generic, the footer lacks brand presence, and the favicon is a WhatsApp image file rather than a proper brand mark. The Our Story page has CSS rendering issues that break the visual flow.

🗺️ Growth Roadmap

Quick Wins

Immediate impact, minimal effort

Fix all missing image alt text across the site (14+ images)
Configure Selleasy upsells — add "Frequently Bought Together" on product pages and cart
Delay Klaviyo popup to 15-30 seconds or exit intent instead of immediate
Fix multiple H1 tags — keep only one H1 per page
Replace the WhatsApp favicon with a proper brand icon
Remove empty sameAs entries from Organization schema or add real URLs
Fix OG image URL from HTTP to HTTPS
Remove the "Collection:" prefix from the collection page H1

Medium-Term Improvements

Structured effort, significant returns

Add FAQPage schema to all product pages — immediate SEO & GEO win
Add BreadcrumbList structured data to product and collection pages
Create a custom llms.txt with detailed product descriptions, brand story, and USP
Add breadcrumb navigation UI to product pages
Build out the footer with navigation links, FAQ, social icons, and brand tagline
Set up social media profiles (Instagram, TikTok) and link from the site
Investigate and remove the Nice Team Bundler app causing JS errors
Remove WP-JSON/WooCommerce API call from theme code
Audit duplicate GTM tags and remove redundant one
Add a sticky add-to-cart bar for mobile users
Configure post-purchase upsell offers via Selleasy or a dedicated app
Fix CSS leak on Our Story page — style tags rendering as visible text

Strategic Initiatives

Major growth levers

Launch a Blog: Target 10+ articles on sleep wellness topics (e.g., "How sunset light affects circadian rhythm", "Best evening rituals for better sleep", "Natural melatonin production guide"). This is the #1 growth opportunity for both SEO and GEO.
Build Bundle Offers: Create "The Complete Ritual" bundle (Glow + Nightmask + Botanica) at a discounted price to increase AOV
Expand Product Line: With only 4 products, consider adding complementary items (pillow sprays, sleep journals, bedtime tea, candles) to deepen the ritual ecosystem
Implement Loyalty Program: Add Smile.io or Rivo for points-based rewards to increase LTV and repeat purchases
Add BNPL: Integrate Klarna or Afterpay — particularly useful for the $39.99 main product price point
Upgrade Theme Typography: Replace Inter with a distinctive serif/sans-serif pairing that elevates the premium feel (e.g., Cardo + Satoshi)
Build PR & Authority: Secure press mentions, sleep influencer partnerships, or certifications to build entity authority for knowledge graph recognition
Add Video Content: Embed product demonstration videos showing the sunset lamp in action — powerful for conversion and GEO