For Shopify stores
Watch a real shopper try to buy from your Shopify store.
Your theme looks fine to you. Your analytics say people add to cart and vanish. A burn is a stranger who fits your customer, screen-recording themselves trying to buy — and telling you, out loud, exactly where they gave up.
- First burn free, no card
- Video + transcript, usually within 1–2 days
- Bad burn? Replaced free
Try it on a page like yourstore.com/products/best-seller
What breaks conversion on Shopify stores
Roughly 70% of online shopping carts are abandoned before checkout (Baymard Institute's running average of published studies). Most of that is not a bug in your theme. It is a question the shopper asked and your page didn't answer: what does shipping cost, when will it arrive, can I return it, is this the size I think it is.
Shopify makes it easy to ship a store that is technically complete and emotionally silent. The product grid has no prices until you hover. The variant picker says "Onyx" and "Sand" with no swatch. The reviews app shows fifty five-star reviews with no photos. Shipping shows up for the first time on the second checkout step. None of this shows in a heatmap, because the shopper never clicked anything — they just closed the tab.
What a burn reveals that Shopify analytics can't
Analytics tells you the drop-off happens between product page and cart. A burn tells you the sentence: "I'm looking for shipping and I can't find it… okay, I'm going to assume it's expensive." That is a fix you can ship before lunch.
Every burn is a screen and voice recording (at least two minutes, usually longer), a word-for-word transcript, and a Fire Score with findings tied to timestamps. Three or more burns on the same URL get an Insight Report that ranks what to fix first.
How to run it
Paste the product page you are least sure about, not the homepage. Pick mobile if that is where your traffic is. Describe the person who actually buys from you, give them one job, and ask one question at the end. Reviewers are matched by age, household income, region and device; ask for Biz Owner reviewers if you want someone who runs their own store.
Your first burn is free with a new account, no card. Packs are one-time — 5 for $50, 10 for $80, 20 for $100 — and credits never expire, so you can burn, fix, and burn the same page again next month.
Three briefs you can paste in
The burn form has three fields: who the customer is, what they should try, and one closing question. Copy, edit, submit.
Brief 1
Ideal customer
A woman 30–50 in the US who bought skincare online in the last month and just saw us on Instagram. She's deciding whether a $48 serum is worth it.
Task
Find the serum for dry skin, pick the size you'd actually buy, and get to the payment step. Say out loud when you'd have given up.
Closing question
If you didn't buy, what's the one thing on the page that would have changed your mind?
Brief 2
Ideal customer
A parent shopping on their phone at night, price-conscious, has bought from Amazon this week.
Task
Try to buy two of the 32oz bottles in different colors using a discount code you'd expect to find. Tell me where you'd look for shipping cost.
Closing question
Would you have trusted this store with your card? Why or why not?
Brief 3
Ideal customer
Someone who runs their own small Shopify store (Biz Owner reviewer).
Task
Shop the collection page like a competitor would. Try to find a product's return policy before adding to cart.
Closing question
What's the first thing you'd change on this store if it were yours?
How it works
Three steps. One afternoon.
Paste your URL
Pick desktop or mobile and tell us who your ideal customer is. Two minutes, tops.
A real person tries to buy
A vetted reviewer who fits your buyer profile records their screen and says every thought out loud.
Watch, fix, re-test
Video, transcript, and an AI fix list in your inbox, usually within 1–2 days. Ship the fix, burn it again.
Free first burn
No credit card to start
1–2 day delivery
Once a reviewer claims it; most land faster
Verified reviewers
ID-checked and rated
Replacement guarantee
Reject a bad burn, get a new one
Yes. Reviewers use your live store in a normal browser, so any theme, app, cart drawer or checkout works. Password-protected or preview stores work too — put the password in the brief's task field.
Stop guessing. Start watching.
Paste your URL. A real person tries to buy from your site today. Your first burn is free.
No credit card · Results usually within 1–2 days · Bad burns replaced
Not ready for a human yet? Get a free AI Fire Score in 30 seconds.