Lesson 2 of 12 · Module 2 · Back up your claims
Complete an evidence audit
What it is
A claim is a statement shoppers could treat as a factual promise. Check badges, captions, FAQs, metadata, highlighted reviews and comparisons—not just descriptions. 1. Choose five valuable product, collection, homepage or About URLs. Copy each important claim exactly. 2. Create a register: Claim | Page/location | Product/version | Evidence reference/date | Scope/limitations | Status | Owner | Next review. 3. Use statuses: supported, needs clarification, evidence missing, outdated, remove/revise, under review or not applicable. 4. Check evidence matches the exact product, outcome, magnitude, conditions and date. A supplier brochure about a similar material may not support your finished product. 5. Relevant evidence may be a current certificate, test, verified specification, production record or current policy. Testimonials are individual experiences—not proof of general safety or effectiveness. 6. Prioritize unsupported health, safety, performance, origin and environmental claims. Remove or qualify wording until appropriate evidence exists; get specialist review where needed. 7. Publish only permitted public summaries/references. Keep confidential reports private and never put personal data into a public tool or AI prompt. 8. Update Products and Collections. Metafields are extra reusable fields for details such as materials; theme support determines how they display. Check feeds and external descriptions for consistency and assign a review date. Start with one page if needed. An automated page score cannot verify claims, certify legal compliance or guarantee AI visibility.
Why it matters
Evidence makes buying information more accurate. There is no universal documented rule that assistants require an uploaded certificate for every claim. Helpful resources • Free: a private spreadsheet for the register. • Internal: AI Answer Builder drafts from selected-client content; it does not independently substantiate claims. Sign-in and applicable confirmed credits required. • Source: Shopify product details.
Free exercise workbooks
This lesson: Evidence Register.
PDF: print and write by hand. Spreadsheet: edit in Excel or import into Google Sheets. Keep completed copies private; answers are not uploaded.
✓ Good example
A fictional bag lists 18-litre capacity only after checking the exact model specification and recording its source.
✗ Common mistake
Using a test of a different product to support an exact performance percentage or publishing a confidential supplier report.
You pass when: Each audited claim has an evidence decision, owner and next action. Fix a product and another relevant page, verify live wording and schedule review.