NOVA by EHNOVA DIGITAL
NOVA: growth intelligence for Shopify stores
NOVA is EHNOVA DIGITAL's growth intelligence platform for Shopify stores. It reviews a store's public pages across eight growth areas, shows what is working and what needs attention, and ranks what to prioritise first.
What NOVA is
NOVA is the diagnostic step of how EHNOVA DIGITAL works. Before we recommend or build anything for a store, NOVA runs a structured, evidence-based review of it. The same tool is available to any Shopify store owner, free, from our homepage.
NOVA was built and is operated by EHNOVA DIGITAL, a digital growth partner for ecommerce brands. It is not sold as a separate subscription product: it is how we, and store owners, get a clear first picture of where growth is being held back.
What NOVA analyzes
NOVA runs 33 pass-or-fail checks, grouped into the eight areas of the NOVA Growth Framework. Each area carries a share of the 100-point score, weighted by how close it sits to the buying decision.
- 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 every check on the methodology page →
How the score works
- Every check either passes or fails, based on evidence found on the store. There is no partial credit and no score for taste.
- Each check carries points (2 to 4). The NOVA Growth Score is the points the store earned as a share of the points that could be measured on that store, from 0 to 100.
- Each area also gets its own score the same way, so you can see which part of the store is strongest and which is weakest.
What the score ranges mean
Major opportunities. Many checks did not pass; there is substantial room to improve.
Significant opportunities. The fundamentals are there, but several high-impact checks did not pass.
Solid, with clear opportunities. Most checks passed; a focused set of changes addresses the rest.
Strong foundation. Most standard mechanisms are in place; next gains usually come from testing against your own data.
Ranges describe the store's own results. NOVA holds no benchmark data, so it does not compare your store with other stores.
How opportunities are prioritized
A report does not list failures by how bad they look. Each failed check is ranked by impact × confidence × ease:
IMPACT × CONFIDENCE × EASE
The points the check carries, a proxy for how directly it affects the purchase decision.
1 for findings NOVA observed directly, 0.7 for findings it inferred from markup. Inferred findings are shown as opportunities to verify, not as confirmed issues.
1 for quick changes, 0.75 for moderate ones, 0.5 for substantial projects. A change that ships this week beats one that never ships.
Read the full method: how to prioritize growth opportunities →
What data NOVA uses
- The store's homepage, as any visitor would see it.
- Shopify's public product catalogue for the store, and one of its product pages.
- The standard Shopify addresses for the refund policy, contact page and about page.
- Apps detected from the store's public markup (for example a review or email platform).
- Google PageSpeed Insights mobile data for loading performance, when Google returns it.
What NOVA cannot observe
- Traffic, revenue, orders or conversion rate.
- Checkout internals, admin settings or anything behind a login.
- Margins, pricing strategy, product quality or customer service.
- Advertising performance or audience targeting.
- Stores that block automated requests with bot protection.
Why NOVA does not invent missing data
When a check cannot be run on a store (a page is missing, blocked or unreadable), NOVA marks it not measurable and removes it from the calculation. The score is never lowered by something NOVA could not see.
When Google's performance data is unavailable, NOVA says so and treats its own estimate as inferred, not as a measurement.
NOVA does not forecast revenue, compare you with other stores or promise results. Where the report shows a revenue scenario, it is illustrative and based only on numbers you enter yourself.
What a NOVA report looks like
A report opens with the NOVA Growth Score and the score for each area, then lists what is working, what is limiting the store and the ranked opportunities, each with the evidence behind it.
Go deeper
- The NOVA Growth Framework: 8 Areas That Can Affect Shopify GrowthProduct experience, conversion, trust, offer, AOV, mobile, retention and performance: the eight areas behind every NOVA report, and how they fit together.
- How to Prioritize Shopify Growth Opportunities Instead of Fixing Everything at OnceA store audit can surface twenty problems. The value is in knowing which three to start with. Here is the impact × confidence × ease method, with worked examples.
- Shopify Store Audit: What to Check Before Spending More on AdsMore traffic into a leaky store means paying more for the same leaks. What to review on your Shopify store before scaling paid acquisition.
From diagnosis to execution
NOVA shows what to fix. EHNOVA DIGITAL helps you fix it: product experience, conversion, trust, offer, order value, retention, mobile and performance work, prioritised by what NOVA found.