Is demand relevant?
Compare traffic sources and orders over matching periods. Growing traffic may target the wrong products or unsupported countries. Check stock, advertised prices and actual shipping availability before expanding audiences.
Where does the purchase break down?
Follow the mobile journey from ad to payment. Are total price, delivery, payment methods and return terms clear? Does the product page match the ad promise? Record the specific friction and test a focused hypothesis under comparable conditions.
Do customers return?
For repeat-use products, review time between orders and customer segments. For infrequent purchases, referrals, service and complementary products may matter more. Avoid assigning one messaging frequency to the entire catalog.
Choose the first experiment
Build a table of problem, evidence, hypothesis, cost and decision criterion. Start with a constraint supported by orders and customer behavior. Fix unreliable purchase measurement first. An audit should produce a sequence of actions, not just a list of channels.