How Tony works
No crystal ball. Tony runs on two things most audits don’t have: years of seeing online stores from the inside, and research on what the most successful ones actually do. Then he goes through your store like a real customer.
- of stores seen from the inside
- 1,000s
- top e‑shops researched
- 100
- observations from their pages
- 1,483
- checks on your store
- 61
- minutes on average
- 6
Ingredient 1
Experience from the inside
I was CPO of the biggest e-commerce platform in Europe, home to tens of thousands of online stores. I saw thousands of them from the inside: what they changed, what they overlooked and where their customers slipped away.
The stores that grew weren’t the ones with the fanciest design. They fixed the boring things first: clear prices and delivery, a reason to trust them, product pages that answer the obvious questions, and a checkout without surprises. Tony knows that order of priorities.
Mistakes I saw a thousand times
- Delivery price hidden until checkout
- No reason to trust a store you’ve never heard of
- A product page that doesn’t answer the obvious question
- A checkout that wants an account first
Ingredient 2
Research on the most successful stores
Experience can be biased, so we checked it against data. We took the 100 biggest online stores by revenue and studied how they sell, page by page.
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100biggest e-shops
Ranked by revenue, from Alza and Rohlík down.
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288pages read word by word
The homepage, a category and a product page of every store. Every word, no skimming.
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1,483observations
Every price, button, promise, photo and typo that could change a shopper’s mind.
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1,028of them really affect sales
The rest were noted, then dropped as noise.
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162rules that work in any store
Merged and generalised, so they fit a pet shop as well as an electronics giant.
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61checks on your store
Homepage, a category, a product page, the cart and checkout, including Google’s speed test.
Then we put it next to revenue
We compared the patterns with each store’s revenue to see what the big earners do differently. The surprise: there is no silver bullet. On its own, 9 in 10 patterns had almost no link to revenue. The winners simply get dozens of basics right at the same time. That’s why Tony checks 61 things instead of selling you one trick, and then tells you which fixes are worth the most money in your store.
Revenue comparison on the 52 stores with complete data. A correlation is a lead, not proof.
Ingredient 3
A robot that shops like a customer
Here’s what happens in the 6 minutes after you paste your link.
1 / 6
Finds the right pages
Reads your sitemap and menu, then opens the candidates to make sure the category is a real category and the product a real product in stock, not a blog post or a gift card.
2 / 6
Looks like a shopper
Opens your homepage, a category and a product page in a real browser and reads them the way a first-time visitor would.
3 / 6
Measures speed with Google
Runs Google’s own speed test on your product page, with data from your real visitors wherever Google has it.
4 / 6
Shops for real
Puts a product in the cart, walks through delivery and payment and tries the checkout form. He stops before the final button: no order, ever.
5 / 6
Checks 61 things, with proof
Every check says what Tony saw on your page, so you can verify it yourself in a few seconds.
6 / 6
Ranks the fixes by money
Your game plan starts with the move that should bring the most money for the least work, then the next one.
What Tony won’t pretend
He can be wrong
He’s AI. That’s why every check shows what he saw, so you can tell a slip from a real problem.
He never buys
No order is ever placed and no payment details are ever entered.
He sees a sample
One category and one product page, not every page of your store. Patterns usually repeat, but check your bestsellers too.
Questions shop owners ask
How long does it take?
About 6 minutes on average. You don’t have to wait on the page: Tony emails you the link as soon as the audit is ready.
What exactly does Tony check?
Your homepage, one category, one product page, and the cart and checkout, plus how fast the store loads on a phone (measured with Google). That’s 61 checks in total, all about one thing: does a visitor trust you enough to buy?
Will Tony place an order in my store?
No. He puts a product in the cart and walks through the checkout like a shopper, but he never confirms an order or enters payment details. Nothing ends up in your orders.
Does it work with my platform?
Most likely. Tony looks at your store the way a shopper does, so Shopify, WooCommerce, Shoptet, PrestaShop and custom builds all work. He can’t get in if the store is behind a password or blocks robots. If that happens, he’ll tell you by email.
What languages does Tony understand?
All of them: Tony reads your store in whatever language it’s written in. He writes the audit in English, Czech or Slovak, whichever language you have this site in when you submit your store.
Tony is AI. Can he be wrong?
Yes, sometimes. He can misread a page or miss something, which is why every check shows what he saw. Treat the audit as a sharp second opinion, not gospel.
What should I do with the results?
Start with the move marked “Start here”: it should bring the most money for the least work. Print the one-page plan and tick off the steps. Your audit has its own link, so you can send it straight to your developer or agency.
Can I get a new audit after I fix things?
Not on demand yet: each store gets one audit, and submitting it again opens the one you already have. When Tony learns new checks, he re-audits stores and emails you the update.
Want to talk?
Feedback, an idea, a question, or Tony got something wrong? Write to me on LinkedIn, I’d love to hear from you.
Message Tom on LinkedInCurious what Tony will say about your store?
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