The D2C CRO Bible
by Suril Shah · TruImpact
118 conversion sections across 6 Shopify page types — with live previews, build prompts, and audit scores. Better CVR at the same traffic = better ROAS. Free forever.
📊
Audit Score
0–100 weighted score across 118 sections
👁
Live Previews
See every section on a real dummy store in 4 niches
⚡
Quick Wins
High impact, low effort sections first
📋
Build Prompts
Copy-paste to Claude, ChatGPT, or Shopify Sidekick
Your name *
Work email *
Phone number *
Store / website URL *
Optional — paste real pages so prompts use your actual product & collection data
Product page URL
Collection page URL
Use this on desktop for the best experience — due to the number of elements and moving parts, the mobile version will be a bit difficult to make full use of.
The D2C CRO Bible
Why I built this
Suril Shah
Co-founder, TruImpact
Connect

Since I started my e-commerce journey, one thing I realised very early — while it's easy to build a website on Shopify, it's not easy to build one that actually converts. Most people end up copying sections from competitor sites and making a mess. CRO is personal to me. I've been talking about it for 7–8 years with clients, colleagues, and anyone who'll listen.

Every time I tried to present a CRO audit, it ended up being a Figma file with screenshots and markups — but never the clarity on why a section matters and what to build. This tool changes that.

With the CRO Bible, you get 118 sections across 6 page types, each with a strategic tip, a visual preview across 4 niches (BPC, Supplements, Apparel, Jewellery), and a ready-to-use build prompt you can paste into Claude, ChatGPT, or Shopify Sidekick to generate the code.

We're in 2026, but a lot of D2C websites still look like 2021. As a media buyer, I want people to get out of their ad accounts and fix their websites. Better conversion at the same traffic = better ROAS. This is one of the ways I'm trying to make that happen.

This tool will always be free. No agenda behind monetising it. I just want CRO to be normalised. Feel free to send me ideas on Twitter and LinkedIn.

— Suril Shah, TruImpact

The D2C CRO Bible
How to use
Quick walkthrough to get the most out of 118 sections.
1
Pick a brand theme
Select from 10 brand themes — Skincare, Supplements, Jewelry, Slow Fashion, Fast Fashion, Home Decor, Baby & Kids, Pets, Athleisure, or Electronics. The dummy store switches to that niche so every section makes sense in context.
2
Start with Quick Wins
Hit Quick Wins to filter to high-impact, low-effort sections. Check off what's already on your store. The score updates automatically.
3
Expand any card
Each card has a strategic tip, visual mockup, priority tag, and a build prompt you can copy to Claude, ChatGPT, or Shopify Sidekick.
4
Preview on the dummy site
Hit "Preview" to see that section live on the right panel. Great for client calls — show what you're recommending and why.
5
Track and share your score
Your audit score (0–100) updates as you check off sections. Hit Share to copy a URL with your progress — send it to clients or teammates.
The D2C CRO Bible by Suril Shah
⌕
Checklist
Preview
Score0/100ⓘ
⇧ Share
? Guide
All
⚡ Quick Wins
Sitewide
Home
Collection
Product
Sale
Cart
Done ✓
How to use this
A free tool by Suril Shah · TruImpact
1
Pick a brand theme
On the right panel, select from 10 brand themes. The dummy store switches to that category so sections make sense in context.
2
Use Quick Wins first
Hit ⚡ Quick Wins to filter to High impact + Low effort sections. These are the sections that move the needle fastest. Do these before anything else.
For client audits: Start here. Check off what's already present on the store. The score updates automatically.
3
Expand any card
Click any card to see:

→ Tip — the strategic insight
→ Mockup — a visual preview
→ Priority tag — High / Medium / Low
→ Build prompt — copy to Claude or Sidekick
4
Preview on the dummy site
Hit ↗ Preview on site to jump to that exact section on the right panel. Great for client calls — show what you're recommending and why.
5
Track your score
Your audit score (0–100) updates as you check off sections. High impact sections are weighted more. Page-level scores show where the biggest gaps are.
For reporting: Screenshot the score at start and end of a sprint. "Went from 23 to 61 in 4 weeks" is a powerful client update.
6
Share your audit
Hit ⇧ Share to copy a URL that encodes your current progress. Send it to a client or teammate — they'll see exactly what you've checked off.
7
Priority order
Do first (High impact, low effort):
Sticky ATC bar, Free shipping bar, Price anchoring, Return policy near ATC, Trust trio, Savings callout

Medium effort, high return:
Before/after, Video testimonials, FAQ, Who it's for / not for

Bigger builds:
Subscription toggle, Quiz/finder, Bundle upsell, Cart drawer
8
Keyboard shortcuts
Toggle guideG
Search sections/
Close cardEsc
SS
Suril Shah
LinkedIn TruImpact.io
SS
Suril Shah · TruImpact
↗ LinkedIn ↗ TruImpact.io
Beauty & Wellness
🧴Skincare
💊Supplements
Fashion
💎Jewelry
🌿Slow Fashion
👗Fast Fashion
Lifestyle
🏡Home Decor
🧸Baby & Kids
🐾Pets
Active & Tech
🏃Athleisure
⚡Electronics
Desktop
Mobile
🛍
Your audit workspace
1.Pick a brand theme above (Skincare, Supplements, Jewelry, Fashion, and more)
2.Expand any section on the left and hit "Preview" to see it here
3.Check off sections already on your store — your score updates automatically
4.Copy build prompts to Claude, ChatGPT, or Shopify Sidekick
LinkedIn TruImpact.io
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