E-Commerce UX Audit

What are the 50 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 28,000 hours of large-scale e-commerce usability and User Experience (UX) testing, Baymard will conduct an in-depth UX audit of your e-commerce site.

Baymard’s team of UX researchers will write a detailed 100+ page report outlining 50 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 550+ parameters, and compare your UX performance to leading e-commerce sites across those parameters.

Learn more about the audit analysis, deliverables, and costs in the 5 sections below:

Office Depot Logo

“Baymard have been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.

What’s Included?

A ‘Full-Site UX audit’ includes:

  • A full UX analysis and assessment of your homepage & category navigation, on-site search, product details pages, product lists & filtering, checkout process, and mobile web user experience, conducted by a lead usability researcher at Baymard Institute, utilizing the institute’s findings from over the last 14 years’ worth of large-scale usability testing.
  • The auditors at Baymard Institute will write a detailed 100+ page report with 50 research-backed suggestions for improvement. Each suggestion includes a description of the identified user experience issue along with a proposed solution and 1–2 best practice examples from leading e-commerce sites.
  • 6 detailed UX scorecards with a total of 550+ UX performance scoring parameters, used for direct UX performance comparison against competitors among the top 50 grossing US and International e-commerce sites.
  • A 2-hour video conference where we go over the audit results with you and your team, to discuss the audit results and suggestions for improvements.

Etsy Logo

“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.

Audit Focus

You can choose to have one or more elements of your site (or prototype) audited. Most clients combine all of the 6 audit focus areas below into a ‘Full-Site UX audit’:

  1. Homepage & Category Navigation: design and user experience of your homepage, the main navigation, drop-down menus, category pages, custom and sub-category pages, the overall site taxonomy, general site-wide navigation, etc.
  2. Search Experience (on-site search): the type of search queries the search engine supports, what and how your product data is searched, the logic for your autocomplete suggestions, how users are guided in case of partial matches, “No results” pages, the layout and features of the search results page (including faceted search logic), etc.
  3. Product Lists & Filtering: design and usability of your category and search product listing pages, design and logic for all filtering and sorting tools, the list item design and information, product thumbnails, how products are loaded, comparison features, etc.
  4. Product Details Pages: the design and usability of your entire product page implementation, including the overall page layout and structure, product images and videos, the image gallery UI, page features, descriptions and spec sheets, “Add to Cart”, user review layout & submission forms, cross-sell logic & placement, etc.
  5. The Checkout Process: the user experience of your entire checkout flow, including shopping cart, account selection, guest checkout, detailed form field usability, field labels, security concerns, shipping methods, payment methods and fields, wording of error messages, etc.
  6. Mobile Specific: In addition to auditing all of the above site elements on your mobile website, Baymard will also audit for mobile specific issues, such as how the interface handles users’ lack of page overview, touch interactions and hit areas for the main menu, mobile image zoom, mobile search , mobile touch keyboards, design deviations between mobile and desktop, etc.


See a detailed list of the 550+ site elements included in the audit.

Optional Customizations:

  • “Focused UX audits”: choose only one or some of the 6 above-listed audit focus areas (most are $1900 each).
  • “Custom audits”: reach out for a custom quote for other areas not listed above, e.g. for travel and booking sites, B2B sites, telco, grocery, banking sites, mobile apps, etc.
  • “Competitive UX audits”: in addition to your site, we’ll also audit any competing e-commerce site(s) you’d like, for a direct competitor UX performance comparison (this is in addition to the comparison to the 50 top grossing US and International e-commerce sites, which is included with all audits).

Nike Inc. Logo

“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 compliments our other existing research tools.

Who Are UX Audits for?

Most commonly, UX audit services are used by:

  • E-commerce sites that would like to benchmark their UX performance to see how they stack up against major competitors and “State of the Art” e-commerce sites, to know where resources are best spent on further UX improvements.
  • E-commerce sites that would like inspiration and verification of their new redesign. It can even be before spending resources on the final design and code. (Auditing prototype designs is cheaper than re-coding.)
  • Optimized e-commerce sites that need a pair of external and unbiased eyes to identify the last tweaks and improvements.
  • Agencies, designers, and e-commerce tech vendors that want reassurance that they’re on the right track with their client’s e-commerce design.

Return on Investment: Even the smallest improvement in conversion rate for any e-commerce 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.

Sears Logo

“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.

How Will the Audit Be Delivered? What Will It Cost?

A full-site desktop and mobile UX audit across all 6 audit focus areas costs $9,700 (USD) — this includes a volume discount of $2,700 compared to the rate for 6 individual “focused UX audits”.

A ‘Full-Site UX audit’ includes:

Sample pages from an audit report.

  • A full UX review and analysis by Baymard’s team of UX researchers of both your desktop and mobile websites’ homepage & category nav., search experience, product listings, product details pages, and checkout flow.
  • A 100+ page audit report with 50 prioritized suggestions for improvements. Each of these 50 suggestions explain the identified usability issue, the suggested change, and provide 2–4 implementation best practice examples from other leading e-commerce sites.
  • Six detailed UX performance scorecards with a total of 550+ review parameters, and with performance comparison against 50 top-grossing US and International e-commerce sites.
  • A 2-hour video conference with you and your team to discuss the audit results.

Reach out below to discuss your needs or request a UX audit of your site.

Price: $9,700 · Lead time: 17-21 workdays

For more info and ordering call +1 (415) 315-9567 or write audit@baymard.com

  • Refund policy: In the event that we’re unable to provide 40 suggestions for improvements we’ll still complete the audit and leave it up to you if you want a refund.
  • All client-specific audits and UX scorecards are strictly confidential; they are not included in Baymard’s public benchmark databases or shared with anyone else.
  • As Baymard does not offer any kind of web design service, programming, or sell e-commerce technology, the UX audit will therefore always be a completely unbiased analysis of your site, and not an indirect “sales pitch” for other services. At Baymard our specialization is the UX auditing.

What Some of Our Clients Say about the UX Audit:

Overstock Inc. Logo

“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.

T-Mobile / Deutsche Telekom AG Logo

“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.

Harley-Davidson Logo

“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.

Columbia Sportswear Logo

“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. The videos really are an added plus for those who could not make the live presentation and for our continual review between cross functions.

B&H Photo & Electronics Corp. Logo

“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.

John Lewis Logo

“Many thanks for presenting earlier. I have caught up with the teams and they all found your audit report really useful and are on board with the suggestions.

Jarden Consumer Solutions Logo

“Thanks for everything. The audit was extremely useful, I think we have gained valuable insight.

Hallmark Cards, Inc. Logo

“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.

Sports Authority Logo

“Thank you for all the value delivered ahead of our new fiscal years. Your insights not only provided a definitive foundation for our UX roadmap but completely sold our executive team on the value of expert usability insights. Your service paid for itself in a matter of days and ensured all critical gaps will be filled ahead of us running the audit again next year.

Nike Inc. Logo

“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 compliments our other existing research tools.

Office Depot Logo

“Baymard have been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.

Etsy Logo

“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.

Carnival Cruise Lines Logo

“We like what we are reviewing from the audit - great analysis and feedback.

Fast Growing Trees Logo

“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.

Sears Logo

“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.

Purch Logo

“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.

RepairClinic.com Logo

“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.

Nutrisystem Logo

“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!

StickerMule.com Logo

“Wow, this is great! Just reviewed it with the team. It's a huge help and we're excited to fix these issues.

n11.com Logo

“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.

prAna Logo

“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.

Epicenter Consulting Logo

“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.

See all 22 testimonials

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