--- name: ecommerce-consultation description: Strategic ecommerce and conversion-rate-optimization consultation framework — how to diagnose a store, prioritize fixes by revenue impact, and turn findings into an actionable plan. Read when asked to advise on, audit, or grow a WooCommerce store rather than just execute a change. version: 1.0.0 auto-load: false tags: [ecommerce, cro, strategy, consultation, revenue, conversion] --- # Ecommerce Consultation — Diagnose, Prioritize, Act ## When to use this skill Load when the ask is advisory, not mechanical: "why aren't we selling", "audit my store", "how do I grow this", "what should I fix first". For executing a specific change use `woocommerce` / `woodmart-mcp`. This skill turns data into a prioritized plan. --- ## Principle: every recommendation ties to revenue Revenue = Traffic × Conversion Rate × Average Order Value × Purchase Frequency. Every finding must name which lever it moves and roughly how much. "Improve the product page" is not a recommendation; "the product page has no reviews block, and reviews lift conversion on considered purchases — adding it targets the CR lever" is. Lead with the lever, quantify when you can, and always end with a concrete next action. --- ## Step 1 — pull the real numbers first Never advise from assumption. Ground the audit in live data: - `wc_sales_report` — revenue, orders, items sold, AOV (gross ÷ orders) over a meaningful window. - `wc_get_store_stats` — broader snapshot. - `wc_list_products` — catalog size, what's published, pricing spread. - `wc_list_orders` — recent order flow, statuses, abandoned/failed patterns. - `wc_list_product_reviews` — social proof depth. - `wc_list_payment_gateways`, `wc_list_shipping_zones`, `wc_list_tax_rates` — checkout friction sources. - For traffic/behavior, pull from the connected analytics (GA4) rather than guessing demand. If the store has near-zero orders, say so plainly and shift the diagnosis to "is anyone arriving, and can they check out" before touching optimization. --- ## Step 2 — diagnose by funnel stage Walk the funnel; the biggest leak is the priority, regardless of where it sits. 1. **Arrival** — is there qualified traffic? No traffic is an acquisition problem, not a CRO one. Check GA4 sources. 2. **Catalog / discovery** — can visitors find and trust products? Category structure (`wc_list_product_categories`), search, filters (Woodmart shop layout), imagery quality. 3. **Product page** — the conversion crux: real photos, clear price, benefit-led copy, reviews, trust signals, obvious add-to-cart. 4. **Cart** — surprise costs kill carts. Shipping and tax surfaced early? Any upsell/cross-sell? 5. **Checkout** — gateways enabled and ordered sensibly, shipping zone covers the customer's region, minimal fields, guest checkout allowed. 6. **Retention** — post-purchase email, repeat-purchase incentives, win-back. Frequency is the cheapest growth lever once the rest works. --- ## Step 3 — prioritize by impact × effort Rank fixes, don't dump a list. For each finding score impact (revenue lever moved) against effort (tool change vs theme change vs new build). Order: 1. **High impact / low effort** — do now. (A disabled gateway, a missing reviews block, an uncapped bug.) 2. **High impact / high effort** — plan and schedule. (Rebuilding the product-page template, a new acquisition channel.) 3. **Low impact / low effort** — batch into a cleanup pass. 4. **Low impact / high effort** — drop. Present the top 3–5 only. A 20-item audit no one acts on is worth less than three fixes shipped. --- ## Step 4 — turn each finding into an action Write every recommendation so it can be executed without a follow-up question. Name the lever, the fix, the tool, and the expected direction: > **Checkout (CR lever):** Only one payment gateway is enabled and it's a manual method, forcing bank transfer. Enable a card gateway and set it as default (`wc_list_payment_gateways` to confirm, then enable in store settings). Expect a direct lift in completed checkouts. That is a plan. "Improve checkout" is not. --- ## Marketing output rule When the consultation produces any ad, caption, email, or promo copy, write it conversion-first and always include a clear call to action — never leave copy without the next step for the buyer. Keep it high-impact and concise; lead with the offer, close with the action. (This matches the account's standing preference for a strong CTA on all marketing output.) --- ## Deliverable shape A consultation output is: a one-line verdict (what's really going on), the live numbers it's based on, the top 3–5 prioritized fixes each with lever + action + tool, and the single thing to do first. End with that first action, stated plainly. Record durable findings to the store's memory (`memory_set`) so the next session doesn't re-audit from scratch. --- ## Anti-patterns - **Advising without data** — pull `wc_sales_report` and GA4 first, always. - **A flat 20-item list** — rank by impact; surface the top few. - **CRO on a no-traffic store** — fix arrival and checkout-capability first. - **Vague recommendations** — every one names the tool and the expected result. - **Optimizing AOV/frequency before the funnel converts at all** — sequence matters; fix the biggest leak first.