eCommerce UX Audit

Just as most website users would do, we start our journey at your homepage. In the fast-paced digital world, a website's homepage serves as a virtual shop front, welcoming visitors and setting the stage for their online journey.
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But what happens when that shop front fails to engage, guide, or captivate its audience? Well, the potential customer walks down the street, and the user leaves the website.
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Our eCommerce UX audit puts your website's homepage under meticulous examination.  Aimed at uncovering opportunities for improvement and enhancing the overall user experience, we cover all aspects of design, functionality, and content.
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Design
We scrutinise the design elements, analysing the visual appeal, layout, and use of colour, ensuring they align with your brand identity and resonate with your target audience.
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Functionality
We evaluate the functionality, meticulously testing navigation, interactivity, and responsiveness across different devices and browsers, ensuring seamless user interactions and eliminating any frustrating roadblocks. We also examine the imagery and multimedia elements, ensuring they enhance the user experience without overwhelming or distracting.
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Content
We evaluate the clarity, relevance, and engagement potential of the content on your homepage, including analysis of your copywriting by our in-house marketing professional, ensuring it communicates your value proposition effectively and guides users towards their desired actions. 
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Website Architecture
We will rebuild your sitemap in a visual system to help you understand the structure of your categories and subcategories. This gives you an informative, birds-eye view of the current state of your website and can help you make decisions on the potential restructuring of your architecture to improve the overall UX of the website.

PLP - Product Listing Pages
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From there, we will analyse the strengths and weaknesses of your product listings pages. A well-designed and user-friendly category page template can make all the difference in providing a seamless and delightful shopping experience.

We begin by evaluating the design of your category page template, assessing its visual appeal, layout, and overall aesthetics. We analyse the use of colour, typography, and imagery, ensuring they align with your brand identity while enhancing the user experience. An optimised PLP design should offer a visually engaging and cohesive browsing environment that entices users to engage with their chosen product.

As with your homepage, the functionality of your category page template will also be put to the test. We will analyse your filter systems, ensuring they are intuitive, easy to use, and enable users to refine the PLP to their liking. We assess the product variations, ensuring they are clearly displayed, accompanied by comprehensive information, and offer seamless options for selection.

Finally, our audit focuses on the content of your category pages. We examine their use of descriptive and informational content, evaluating the strengths and weaknesses of the copy that is being used.

PDP - Product Display Pages

Users then navigate to individual product pages. Perhaps the most important pages on an eCommerce website, a well-designed PDP with a focus on excellent UX can significantly impact conversion rates and sales. By providing a seamless and intuitive user experience, you can guide potential customers through the buying journey, ensuring they have all the information they need to make a confident purchase decision. A positive UX on the PDP can reduce friction, address user concerns, and encourage them to complete the transaction.

Our expert team meticulously evaluates the usability of your PDP template, focusing on critical elements that can impact your conversion rate. We assess the presentation and clarity of product variation information, ensuring it is prominently displayed and easily understandable. By optimising the display of variations such as sizes, colours, and configurations, we ensure users can make informed choices without confusion or frustration.

Additionally, our audit examines the quality and effectiveness of product descriptions. We analyse their clarity, relevance, and persuasive power in communicating the unique selling points of each product. By crafting compelling and informative descriptions, we empower users to make confident purchase decisions, increasing the likelihood of conversions. This also includes any important technical information that customers may require, such as dimensions, materials, or specifications. We evaluate its accessibility and ensure it is presented in a user-friendly format, reducing friction in the decision-making process.

By thoroughly examining these crucial elements, our eCommerce UX audit provides answers to the pivotal question: Is this PDP template strong enough to convert users into sales?

Finally, is your add-to-basket process working? And can users purchase your products without any hassle?

We will assess the ease of adding items to the basket, ensuring the process is intuitive, accessible, and error-free. We assess the cart visibility and functionality, ensuring users can easily review and modify their selections before proceeding to checkout. By optimising these processes, you can eliminate any potential barriers or frustrations that could hinder conversion.

Furthermore, our audit focuses on the checkout flow, evaluating its efficiency and intuitiveness. We analyse the steps required to complete a purchase, ensuring they are clear and logically structured. We examine the form fields and data entry process, minimising friction and simplifying user input. Our goal is to create a smooth and streamlined checkout experience, reducing cart abandonment rates and maximising conversion rates.

Additionally, we assess the payment options available during checkout. We evaluate the variety and convenience of payment methods, ensuring users have a range of choices that suit their preferences and needs. By providing a seamless and secure payment experience, we build trust and confidence in your brand.

Our audit finishes with an examination of the confirmation page, ensuring it provides clear and concise information about the completed purchase. We assess the order summary, delivery details, and any post-purchase actions or recommendations. By optimising the confirmation page, we enhance user satisfaction and provide opportunities for upselling or cross-selling.