The NOVA Growth Framework
We don’t redesign stores based on opinions. We diagnose them.
33 checks across 8 categories, weighted by impact. Every check is pass or fail and backed by evidence from your own pages. Nothing is scored on taste. Two people running this checklist on the same store should arrive at the same number, and that is the whole point.
EHNOVA DIGITAL's framework for Shopify growth
The NOVA Growth Framework is how EHNOVA DIGITAL diagnoses and prioritises Shopify growth opportunities. It is the methodology inside NOVA, and the same one we use when we work on a store ourselves.
It looks at a store through eight areas, from the product page to loading speed. Each area is weighted by how close it sits to the buying decision, measured with binary checks backed by evidence, and turned into an order of work rather than a wish list.
- 01Product Experience18 pts
Whether the page gives a first-time buyer what they need to decide.
- 02Conversion16 pts
How much friction sits between wanting it and buying it.
- 03Trust14 pts
Whether a stranger has enough reason to hand over their card.
- 04Offer13 pts
Whether there is a reason to buy today rather than think about it.
- 05AOV12 pts
Whether each buyer leaves with as much as they reasonably would.
- 06Mobile Experience10 pts
Whether the experience holds up on the phones where shoppers browse and buy.
- 07Retention9 pts
Whether visitors who do not buy today ever come back.
- 08Performance8 pts
Whether the store loads before the visitor gives up.
See NOVA, the platform that runs this framework →
What each area represents, and why it matters
The product page is where the decision is made. If it leaves a first-time buyer's questions unanswered, everything upstream is wasted.
Every extra step or doubt between add to cart and payment is a chance to leave. This area looks at that path.
A stranger is being asked to pay a store they have never used. Reviews, policies and proof are what make that feel safe.
Without a reason to act now, many shoppers postpone. Bundles, thresholds and guarantees give that reason.
Growth is not only more orders. Relevant add-ons and higher-value options affect what each order is worth.
Most browsing happens on phones. If the key actions are awkward on a small screen, the rest of the store does not matter.
Most visitors do not buy on the first visit. This area looks at whether the store gives them a way to come back.
A slow store loses people before they see anything. Speed is measured with Google PageSpeed Insights when it is available.
Read: The NOVA Growth Framework, explained →
Three rules the score obeys
A criterion either passes or fails. No “partly”, no “could be better”. The moment a check needs an opinion, it stops being a methodology.
When a check cannot be run on your store, it is marked not measurable and removed from the denominator. Your score is never lowered by something we simply could not see.
Checks that sit closer to the buying decision (the product page, the path to checkout, trust) carry more weight than cosmetic details. Without weighting, the final number would mean nothing.
Eight categories, one hundred points
33 checks in total. The weight column is how many of the 100 points each category can contribute.
Product Experience6 checks18 pts
Whether the page gives a first-time buyer what they need to decide.
- Six or more product imagesHow many product images the page offers.
- Product video presentWhether a product video is present on the page.
- Reviews visible on the product pageWhether customer reviews appear on the product page itself.
- Questions answered on the pageWhether the page answers common questions before the buy button.
- Description has enough substanceHow much substance the product description carries.
- Copy leads with the result, not the spec sheetWhether the copy opens with the result or with the spec sheet.
Conversion4 checks16 pts
How much friction sits between wanting it and buying it.
- Add-to-cart form presentWhether an add-to-cart form exists on the product page.
- Sticky add-to-cart on scrollWhether the buy button stays reachable while scrolling on mobile.
- Cart opens without leaving the pageWhether the cart opens in place or loads as a separate page.
- Express checkout availableWhether Shop Pay, Apple Pay or PayPal are offered.
Trust5 checks14 pts
Whether a stranger has enough reason to hand over their card.
- Review platform installedWhether a review platform is installed on the store.
- Meaningful number of reviews shownWhether the visible review count is substantial.
- Returns or refund policy reachableWhether the returns or refund policy is easy to reach.
- Real contact route availableWhether a real contact route exists.
- Brand story pageWhether the brand tells its own story anywhere.
Offer4 checks13 pts
Whether there is a reason to buy today rather than think about it.
- Bundle or multi-pack offerWhether a bundle or multi-pack is offered.
- Quantity break on the product pageWhether a quantity break appears on the product page.
- Free shipping threshold communicatedWhether a free shipping threshold is communicated.
- Guarantee stated near the buy decisionWhether risk reversal appears near the buy decision.
AOV4 checks12 pts
Whether each buyer leaves with as much as they reasonably would.
- Upsell or cross-sell in the purchase flowWhether an upsell or cross-sell appears in the purchase flow.
- Related products on the product pageWhether related products are shown on the product page.
- Subscribe or repeat-purchase optionWhether a subscribe or repeat-purchase option exists.
- More than one size or variant offeredWhether more than one size or variant is offered.
Mobile Experience4 checks10 pts
Whether the experience holds up on the phones where shoppers browse and buy.
- Mobile viewport configuredWhether the page declares a mobile viewport.
- Responsive image sourcesWhether images are served at appropriate sizes for phones.
- No immediate full-screen popupWhether a popup interrupts within the first seconds.
- Layout stays still while loadingHow much the layout shifts while the page loads.
Retention3 checks9 pts
Whether visitors who do not buy today ever come back.
- Email or SMS capture presentWhether the store captures email or SMS.
- Incentive offered for signing upWhether there is a reason given to sign up.
- Email marketing platformWhether an email marketing platform (such as Klaviyo or Omnisend) is detected in the store markup.
Performance3 checks8 pts
Whether the store loads before the visitor gives up.
- Main content loads under 2.5s on mobileHow long the main content takes to appear on mobile.
- Mobile performance score of 50 or aboveGoogle's overall mobile performance score.
- Images served in modern formatsWhether images use modern, lighter formats.
How we decide what to fix first
Not by what looks worst. The order is derived:
IMPACT × CONFIDENCE × EASE
How many points the check carries, a proxy for how directly it affects the purchase decision.
Something we observed directly outranks something we inferred from markup. Inferred findings are shown as opportunities, not accusations.
A change that ships this week beats a bigger one that never ships. Momentum compounds; perfect plans do not.
What this looks like in practice: every finding with its category and its priority.
What the score is not
The score is a diagnostic, not a revenue forecast. It is not a prediction of revenue. It is not a guarantee. It does not know your margins, your product quality or your ad creative. It measures one thing: how well your store is built to convert the traffic arriving at it. It does not compare your store to other stores, and NOVA does not detect your traffic, revenue or conversion rate.
Next step
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Growth Insights