Your site, checked against all 104 principles.

A free, page-by-page assessment of how well your ecommerce site uses the psychology behind how people shop, with a CPI Rating out of 100 for each page and for the site as a whole. Assessed by a person, using the same evidence ratings as the index.

Get your CPI Rating See what you get
  • Free, with no obligation
  • About five minutes to request
  • Report by email, within five working days
Example reportyourbrand.co.uk
CPI RatingSolid, with clear gaps in the basket
Homepage71
Category58
Product66
Cart44
Checkout62
From the cart page

Delivery costs appear for the first time at checkout. Showing them in the basket removes the most common reason people leave.

What you get

A report on your site, not a checklist.

Every finding is tied to a principle in the index, so you can read the research behind it and decide for yourself.

01A page-by-page assessmentYour key pages, from the homepage to checkout, checked against the principles that apply to each. For every page: what is working, what is missing, and what is working against you.
02Your CPI RatingOne overall score for how well the site puts the research to work, with a score for each page so you can see where the gaps are.
03Where to startThe changes most likely to make a difference, weighted towards principles with strong evidence behind them rather than the ones with the best reputation.
How it works

Three steps, and only the first one is yours.

  1. 01Tell us about your brandFour short steps. It takes about five minutes, and you need nothing to hand but a rough idea of your numbers.
  2. 02We assess your siteA person works through your site page by page against all 104 principles, using AI to help with the legwork. Every finding is checked by us before it reaches you.
  3. 03Your report arrivesBy email, within five working days. It is yours to keep and share with your team.
Get your CPI Rating

Tell us about your brand.

The more we know about who buys from you, the sharper the report. Where you are not sure, a best guess is fine.

  1. 1You
  2. 2Your business
  3. 3Your customers
  4. 4Last few
Step 1 of 4You and your site
This must be on your site’s domain, such as you@yourbrand.co.uk. The report is only sent there.
Your role
Step 2 of 4Your business
Where your prices sit in your market
How most people buy from you
Your two biggest sources of traffic Choose two
How much of your traffic is on a phone
Step 3 of 4Your customers

All optional. A best guess is fine, and “Not sure” is a useful answer too.

Who buys from you
Their age Choose any that apply
How price-sensitive they are
Where most of them are
Step 4 of 4Last few
What made you ask for an assessment now?
%
£
If we have these, the report can put a rough value on the gaps it finds.

We use what you send us to prepare your report and to contact you about it. See our privacy notice.

Security check
Checking…
This usually completes by itself. It confirms the form is being sent by a person.
Questions

Before you ask.

Is it really free?

Yes. The assessment is made by Ostrich and Zebra, the growth consultancy that built this index. It is how we show what we do. If the report raises something you would like help with, we will offer to talk it through, and you are free to say no.

Why do you need an email address on my site’s domain?

It is how we know the request comes from someone at the brand. Reports go only to an address on the site’s own domain, so an assessment of your site cannot be sent to a competitor.

Do you need logins or access to anything?

No. We assess what your customers see, so we only use the public site. We may add items to a basket to see the cart and the first steps of checkout, but we never place an order.

Which pages do you look at?

The pages most shoppers pass through: homepage, category, search, product, cart, checkout and post-purchase.

Is the report written by AI?

No. We use AI to help us work through the principles quickly, but a person makes every judgement and writes the report. Findings we cannot confirm do not go in.

Why do you ask about my customers and my numbers?

The same tactic can help one brand and hurt another. Scarcity can work on an impulse buy and put off someone comparing options for a month. Knowing who buys from you lets us judge the site against the right principles. Anything you share is used only for your report.