What are the 40 most important changes you can make to your checkout, navigation, search, product pages, and mobile User Experience?
Based on the findings from Baymard Institute’s 71,000+ hours of User Experience (UX) research, Baymard will conduct an in-depth UX audit of your site.
Baymard’s team of UX researchers will write a detailed 120+ page report outlining 40 prioritized and research-backed user experience improvements for your site, provide best practice implementation examples from leading sites, perform a detailed unbiased UX performance analysis using 500+ parameters, and compare your UX performance to leading e-commerce sites across those parameters.
Pick your industry below, or continue on this page to learn more about the audit analysis, deliverables, and costs.
A ‘Full-Site UX audit’ includes:
A full UX analysis and assessment of your desktop and mobile websites’ homepage & category navigation, on-site search, product details pages, product lists & filtering, checkout process, and ‘my account’ section — conducted by lead usability researchers at Baymard Institute, utilizing Baymard’s more than 71,000+ hours of large-scale UX research.
The auditors will write a detailed 120+ page report with 40 research-backed suggestions for improvement. Each suggestion includes a description of the identified user experience issue along with a proposed solution and 1–4 best practice examples from leading e-commerce sites.
7 detailed UX scorecards with a total of 500+ UX performance scoring parameters, used for direct UX performance comparison against competitors among the 93 top grossing US and European e-commerce sites.
A 2-hour video conference where we go over the audit results with you and your team, to discuss the findings and suggestions for improvements.
3 follow-up calls with your UX auditor within four months of delivering the audit findings. Useful for feedback on any redesigns you create, a light review of prototypes, follow-up questions from your teams, etc.
A full-site UX audit includes 4 months of complimentary access to a Baymard Premium ‘Medium’ plan with full access to Baymard’s 71,000+ hours of UX research findings.
You can choose to have one or more elements of your site (or prototype) audited. Most clients combine all of the 7 audit focus areas below into a ‘Full-Site UX audit’:
Query Types — The level of compliance with 12 different overarching types of search queries that users make on e-commerce sites, all vital for your search engine to support (Exact, Product Type, Feature, Thematic, Relational, Compatibility, Symbol, Subjective, Symptom, Implicit, Non-Product, and Natural Language). How and what product data is actually searched.
Search Form & Logic — The design and behavior of the search field itself, query persistence, manual and automatic search scope selection, special characters, etc.
Autocomplete — How the autocomplete feature (“predictive search”) should be designed, the types of suggestions it should make, keyboard behavior support, suggesting scopes and products, etc.
Results Logic & Guidance — How to guide users toward better paths on the results page, including suggesting alternate queries, scopes, “No results” pages, misspellings, etc.
Results Layout — The layout and features of the search results page, such as dynamic list layouts, the search results information, search snippets, pagination, etc.
Results Filtering & Sorting — Filtering and sorting of search results, including essential filtering types, faceted search, the design and logic for long lists of filters, filter naming, dynamic sorting, etc.
List Layout — The design and features of the overall layout of the product list, includes “list” vs. “grid” layouts, product data consistency, post-processing vendor-supplied data, “responsive upscaling” of product lists, etc.
Loading Products — The loading schema for new items loaded into the product list, number of products displayed by default, etc.
List Items: What Information to Include — The type and amount of product attributes to include in each list item, product variations in list items, user ratings averages in list items, etc.
List Items: User Interface — The styling and display of the included information such a price, product specifications, variations, units, etc.
List Items: Product Thumbnails — The type of product thumbnails in each list item, what they depict, their size, hover-enabled thumbnails, showing packaging, etc.
List Items: Hover & Hit Areas — The list item’s click behavior, hover effect synchronization, “quick view” features, dynamic amount of content on hover, etc.
List Items: Personalization — Context-aware thumbnails, personalized list item and product attributes, highlighting of items, etc.
Filtering: Available Filters — The type, amount, and specificity of filters users need, incl. thematic filters, product-specific filters, compatibility filters, symptom filters, product status filters, gifting filters, user-defined filters, price filters, etc.
Filtering: Scope & Logic — Filtering logic, scope, and naming schemas, such as over-categorization, mutually exclusive filtering values and non-exclusive values (“AND” “OR” logics), filtering tooltips, filter names, filter value consistency, dynamically renaming filters, etc.
Filtering Interface & Layout — Filtering type’s and filtering value’s styling, placement, filter truncation, incl. handling filtering values with 0 matches, filter value checkbox and link styling, the display sequence for filtering values, slider interfaces, etc.
Filtering: Applying & Applied Filters — “Apply” buttons and live updating as filters are applied, the position and styling for applied filtering values, browser history, filter and sorting persistence, etc.
Sorting — The default sort type, diversity in sorting logic, the sorting interface and scope, alphabetical sorting, category-specific sort types, sorting directions, sorting naming, the scope of the sorting tool, labeling of the sorting interface, dead-end sorting options, logic for customer rating sorting, etc.
Comparison Tool — When to have a comparison feature, the design and placement of the “compare” link, the view and features of the comparison page, product data consistency, inline help options, etc.
Product Page Layouts — “Horizontal Tabs”, “Sticky TOCs”, “Collapsed Sections”, “One Long Page”, etc.
Product Images — How users inspect product images, the 7 different image types e-commerce sites need, number of images, etc.
Image Gallery User Interface — Image gallery design, image navigation, methods of zoom, carousels, overlays, default image and size, etc.
Product Video & 360-Views — Product videos and interactive “360-View” features, includes video content, structure, placement, and video player features.
The “Buy” Section — Design and position of elements such as “Add to Cart” button, prices and discounts, quantity field, “Out of Stock”, etc.
Shipping, Returns, & Gifting — Shipping and returns information at the product page, “Free Shipping” tiers, gifting, and “Find in Store” features.
Product Variations — Selecting color and size variations, content across variations, product customizations and personalizations.
Product Description — Product information and descriptions, the type of content needed, text styling, sub-titles, product headlines, etc.
Product Specifications Sheet — Spec sheet layout, specs in tables vs. product descriptions, help features, post-processing of vendor data, etc.
User Reviews — User reviews, the review submission form, review filtering, sorting and navigation, rating distribution summaries, etc.
Auxiliary Content — Q&A/FAQs, product manuals, social media tools, and expert-generated content.
Cross-Sells & Cross-Navigation — Cross-sells design, placement, and logic, cross-navigation elements, “Recently Viewed Products”, etc.
Shopping Cart & “Added to Cart” Behavior — Shopping cart design, quantity, and save features, as well as the page-response when users add products to the cart (drop-down cart, etc.)
Account Selection & Creation — Account selection designs and communication, guest checkout, “Delayed Account Creation”, social media accounts, password rules, etc.
Customer & Address Information — Privacy concerns, shipping addresses, billing addresses, international addresses, phone fields, address auto-detection techniques, etc.
Gifting Flow & Features — How to gift-mark orders, how the checkout should change for gifting, gifting feature design and microcopy, etc.
Shipping & Store Pickup — Shipping interface design and information hierarchy, shipping descriptions, order cut-off times, and “Free Shipping” tiers, along with omni-channel features such as Store Pickup, Store Availability, and Ship to Store.
Payment Flow & Methods (includes Third-Party) — The payment methods interface, how to integrate and display third-party payment options, gift card redemption flows, international currencies, coupon codes, etc.
Credit Card Form — The credit card field design and its validation logic and formatting, along with the expiration date, security code, and cardholder name inputs, field sequence, card icons, and card type selection.
Order Review — Review step design, “Place Order” button placement, and necessary review data, along with its editing flow.
Order Confirmation & E-Mail (to the extent it’s possible to access this) — The information and actions needed on the order confirmation page, along with the order confirmation e-mail.
Checkout Page Design — Checkout process steps, “Enclosed Checkout” designs, order summary sidebars, and how to design and position the cart link in the site-wide header.
User Attention & Interactions — Load indicators, feedback on user actions, the use of overlays, feedback requests, introduction of site-specific features, and embedded content from third-parties.
Cross-Sells — Active vs. passive cross-selling, adapting cross-sells to user context, and pitfalls of specific placements and wording.
Form Design & Features — How to design and position the primary button, “Apply” buttons, minimizing form intimidation, multi-column layouts, tabbing flows, CAPTCHAs, back-button and enter-keystroke behavior.
Validation Errors & Data Persistence — How to design and position error messages, how to word them, and persisting data in non-secure and secure form fields, along with inline validation.
Address Validators — When address validations are necessary, “Force-Proceeding” through address validators, along with address validator design and logic.
Field Labels & Microcopy — Marking optional and required fields, field label position, tooltips, and optimizing microcopy and descriptions.
Field Design & Features — How to match the type of interface with the input type, drop-downs and radio button implementations, input masks and character restrictions, custom designed input fields, etc.
Default Values & Autocompletion — Intelligent form features, including inferred selections, pre-fills, auto-fills, and personalization of the checkout flow.
‘My Account’ Sign-In — Account sign in, including password reset and account lockouts, “Soft” sign in, automatic sign out, and where users should be sent after signing in.
‘My Account’ Drop-Down — Placement of the “My Account” drop-down menu, account features to include, how the “My Account” drop-down should be structured and styled, personalization, and what “My Account” drop-down implementations should be avoided.
‘My Account’ Dashboard — Providing paths to all ‘My Account’ features, highlighting recent orders, limiting ads, and using icons; dashboard designs that use a sidebar or “Cards“ for navigation.
‘My Account’ Stored Addresses, Cards, and Newsletters — Credit card updating flow, default addresses, editing vs. adding a new address, newsletter frequency and “unsubscribe“, confirmations, and ‘Apply’ buttons.
Mobile Basics — Content and structure of mobile site vs. desktop site, size and spacing of of hit areas, multiple hit-areas within the same visual element, font-sizes, landscape mode, bugs and quirks vulnerable to the mobile platform, auto-zoom, etc.
Mobile Site Homepage & Main Navigation — Main navigation design and logic, double-hit area issues, homepage structure and design, auto-rotating carousels, etc.
Mobile Search — User’s crossover from category navigation to search, search scopes, misspellings and synonyms, search query support, “No results” pages, Faceted Search filters, etc.
Mobile Product Lists — List item size, product thumbnail size relative to product type, amount of product attributes in list items, hit areas within the product list, separation of list items, pagination vs. load more vs. endless scrolling, visual indicators, product variations, list item interactions on a touch screen, etc.
Mobile Filtering & Sorting — Styling and position of both “filter” and “Sort” options, sort types, “apply” buttons vs. auto-applying filtering values, the display of applied filters, information scent, product status, filtering interface, etc.
Mobile Cross-Navigation & Compatibility — Interlinking of compatibility-dependent products, cross-sells, list item consistency, etc.
Mobile Product Page Layouts — Product page structure, sub–product pages, collapsed product page sections, user reviews, “add to cart” button placement, “Store Pickup”, etc.
Mobile Product Images — Product image size, product image zoom levels, image ambiguity, touch gestures in the image gallery, etc.
Mobile Product Descriptions, Specs, & Compatibility — Division of product info between description and spec list, styling of product description, amount and level of specs included, product compatibility information and relationships, etc.
Mobile Shopping Cart — Cost estimates, number and placement of “checkout” buttons, saving mobile carts, picking up mobile carts on desktop devices, etc.
Mobile Checkout Steps — Account creation and guest checkout, shipping and billing addresses, shipping methods, “Store Pickup”, payment, order review, linear checkout flows, mobile process steps, etc.
Mobile Checkout UX — Optional vs. required fields, minimizing number of fields, form field label placement in smartphone portrait and landscape modes, inline labels, floating labels, grouping checkout info for mobile overview, field context, location detection, touch keyboard auto-correct, optimized keyboards, auto-capitalization, etc.
Extra focus areas:
Beyond the 7 focus areas listed above, we can also expand the audit to include “Order Tracking & Returns” and “Mobile Apps”.
Reach out for a custom quote for other industries like travel and booking sites, B2B sites, software & SaaS, insurance, banking, pharma and medico, etc.
Custom competitive analysis:
In addition to auditing your site, we can also audit any direct competitors you’d like for a confidential competitor UX performance comparison (this is in addition to the already included comparison to the 93 top grossing US and European e-commerce sites).
Most commonly, UX audit services are used by:
Even the smallest improvement in conversion rate for any site with significant sales will lead to a notable return on investment. For example, an improvement from 3.1% to 3.6% in conversion rate for a site with $50,000,000 annual sales will yield $8,060,000 extra sales every year.
A full-site desktop and mobile UX audit across all 7 audit focus areas costs $9,700 (USD) — this includes a volume discount of $5,200 compared to the rate for 7 individual “focused UX audits”.
A ‘Full-Site UX audit’ includes:
Reach out below to discuss your needs or request a UX audit of your site.
“We found the audits extremely helpful and validated a number of changes we have been wanting to make or are in the process of making, so thank again for all the great insights.”
“This was indeed very helpful guidance and a very well-documented roadmap for us to fix, validate, organize, collectively understand and continually improve our ecommerce foundation.”
“I can confirm that the list was fully implemented. Every time we put up a change we either A/B test or we watch it very closely to determine that it’s doing better and not the opposite. So I can confirm that these fixes have improved our checkout. Thanks for everything.”
“Thank you for the UX audit presentation, it was FANTASTIC. People here are quite pleased and amazed by the amount of work that was put into this.”
“The Baymard team has been a delight to work with on the JohnLewis digital platform audit for 2020. They responded to the brief very well, have been very accessible for ongoing clarification and queries and Rebecca was excellent in the recent team share, articulately presenting findings in an engaging walk through with the wider team which will really support driving engagement and a robust response. Many thanks for all the effort and focus folks.”
“Thank you very much for the 7 usability audits of our country-specific sites. The audits have provided us with specific and actionable advice, allowed us to prioritize development resources , and enabled us to compare UX performance between the 7 different country-specific sites, and against State of the Art implementations. The audit itself is done really professionally and the recommendations contain actionable and insightful information.”
“Intelligent, consumer-focused insights that are clear and actionable. The team in the room really loved the way the Baymard Institute highlighted the optimizations in the various user experience elements (copy, layout, design, calls-to-action…), from the perspective of consumer struggles. Baymard’s Usability research really complements our other existing research tools.”
“We’ve received some awesome feedback from our Merchant Success team as well as our merchants about all of the UX Audits we’ve had thus far with Baymard. Thank you so much to you and your team for all of your hard work. The pilot with Baymard has been going fantastic and I’m really excited with all that we’re learning! You have an amazing platform, team and super helpful data base for us to work with.”
“Baymard produces some of the most relevant and actionable user experience research available. They really understand the needs of UX and Product Management professionals, and their deep experience in the eCommerce field allows them to offer sophisticated, nuanced insights.”
“We have recently tested some of your recommendations for the Avast checkout and got some great wins!”
“I’m reviewing the report this morning and I am delighted. The recommendations are detailed and our resulting actions are clear. I’m excited to share this with the rest of the team!”
“We are very excited to finally proceed with the UX improvements, and I truly believe your audit report will be super helpful to put us ahead of the wave. If you ever need a reference, please do not hesitate to share my contact.”
“I just wanted to take a minute to thank you for the amazing work on this audit. You should know that this has been very well received internally and there’s a lot of excitement around adopting the ideas you have shared.”
“This was…mind-blowing. We’ve been having conversations on the side as you’ve been presenting the audit findings. There’s so much to do!”
“Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.”
“The walkthrough today was great. The report was very, very well done and loaded with great opportunities for us to improve our business. I wanted to again express my appreciation for working with us on such a condensed time frame last month. You and your team have been amazing partners to us and we very much appreciate the work, expertise and partnership.”
“Thanks again for the great work on our checkout project. Our whole group found it incredibly insightful. We’re applying the suggestions you provided to our new checkout design which launches at the end of the month! One of my colleagues was also interested in your group’s competitive expertise with regard to responsive web and native apps.”
“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”
“Thank you. This was an excellent piece of work: professional, thorough, and actionable for the team. We’re very happy with the work Baymard has done for us so far, and I hope we’ll have the chance to work together again on future projects.”
“Thank you very much for your time and the presentation. It was super useful, comprehensive and most importantly very concrete, so that we know exactly what to do next. We will definitely recommend you to other divisions within Bosch.”
“We like what we are reviewing from the audit - great analysis and feedback.”
“I’m an avid user of your reports and recommendations. I have leveraged your articles and findings for my previous B2B work at Grainger, B2C work at Ulta, and now I’m at Hyatt. Thanks”
“We implemented this [1 of the 15 audit suggestions] and since then we’ve had a 20% increase in warranties added and a pretty healthy average order increase because of that. That was a great suggestion, it hit our bottom line immediately.”
“Let me say that it was exceptionally well done, and we are super excited to implement every one of the recommendations there. Everything you said has usually been a case of discussion in the past, but having them recommended in a deck like this will allow us to move forward.”
“Really good rundown on all these thing. I definitely think we got a lot of value out of it, and we’re excited to get it all in and do some A/B testing on this.”
“Within a very short time Baymard Institute provided 15 clear, useful improvement suggestions for our checkout process. We intend to implement all of them. It’s easy to find companies that offer website improvement suggestions. But, most companies don’t do their homework and don’t provide specific examples of how best to make the improvements. With Baymard Institute, the checkout process suggestions they made were intuitive, specific, and actionable. I highly recommend their audit service.”
“The recommendations in our Checkout Usability Audit were awesome - well prioritized, actionable and helped us focus on what to optimize. This audit, along with the e-Commerce Usability Reports & Benchmark Databases, are my go-to resources for thorough, insightful information. Thank you!”
“Wow, this is great! Just reviewed it with the team. It’s a huge help and we’re excited to fix these issues.”
“We have worked with a number of third party companies before on various projects/audits, and I can certainly say that working with Baymard was not only a pleasure; but you delivered on time; to the level of depth we wanted; addressing important issues; and answering all our questions; and you did all this for a great price. A big THANK YOU on behalf of N11.”
“Wanted to thank you again for the checkout audit and walking us through the process. It was super helpful and we can’t wait to apply the changes to our checkout for a better user experience.”
“A great presentation, and the results were very eye-opening. It’s really helpful.”
“Given the tricky science of conversion rate optimization, it is great to know that you are dealing with professionals whose advice is based on solid research. It was a pleasure collaborating with the Baymard team.”
“Baymard recently did a UX audit of our new e-commerce Website. We were very pleased with the results. The report and live review of the findings validated our approach to user experience, and also, we learned a lot about best practices for e-commerce UX. We believe Baymard’s work will help us increase revenue and user satisfaction.”
“I just wanted to thank you guys for all of the time that you’ve put into this, and for a great presentation. We don’t have anyone at the company that has formal UX/UI experience, so being able to tap into Baymard’s resources/expertise is an immediate win for us. Some of the things you pointed out, we’ve already identified as areas for improvement (which was validating), but a lot of the recommendations are things that we hadn’t identified and are for the most part immediately actionable.”
“I’m very impressed! Not about our site’s performance, quite the opposite, but about your work. Very detailed and packed with great and tangible advice. This was exactly what I dreamt about, but sometimes you just have to be careful dreaming.”
“A big thanks to you and the Baymard team for such an informative and valuable session. The Ace Hardware team truly appreciated the Baymard teams feedback, diligence and the overall presentation. We are looking forward to using the excellent information provided to improve the acehardware.com user journey.”
“Thanks for this audit and your good work. This was exactly what I was aiming for. Also thanks for the very, very professional presentation, and answering all our countless questions. Very good work.”
“First off, thank you. This was the most engrossed I’ve ever been in a 2-hour meeting. This [audit presentation] was incredibly insightful and very helpful. Many, many thanks.”
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