19 апреля 2019
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 42,000 hours of e-commerce User Experience (UX) research, Baymard will conduct an in-depth UX audit of your e-commerce site.

Baymard's team of UX researchers will write a detailed 130+ 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:

Bryan Trogdon
Director of User Experience at Office Depot
"Baymard has 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 42,000 hours of large-scale UX research.
  • The auditors at Baymard Institute will write a detailed 130+ 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 1–4 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 60 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.
  • 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. (30 minutes each).
  • A full-site UX audit includes 4 months of complimentary access to a Baymard Premium 'Medium' plan with full access to Baymard's 42,000+ hours of UX research findings.

Alex Wright
Director of Research at Etsy

"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)

  • "Customized 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 60 top grossing US, European and International e-commerce sites, which is included with all audits).

Will Close
Director of A/B Testing at Nike.com
"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."

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.

  • 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 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.

Sudeep Agarwal
Growth Manager at Google Express
"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."

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:

  • 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 130+ page audit report with 50 prioritized suggestions for improvements. Each of these 50 suggestions explain the identified usability issue, the suggested change, and provide 1−4 best practice implementation examples from other leading e-commerce sites

  • 6 detailed UX performance scorecards with a total of 550+ review parameters, and with performance comparison against 60 top-grossing US, European, and International e-commerce sites.

  • A 2-hour video conference with you and your team to discuss the audit results.

  • 3 follow-up calls with your UX auditor (30 min each, to be used within four months of audit delivery). Useful for follow-up questions or feedback on your redesigns or prototypes.

  • A full-site UX audit includes 4 months of complimentary access to a Baymard Premium 'Medium' plan with full access to Baymard’s 42,000+ hours of UX research findings.
Reach out below to discuss your needs or request a UX audit of your site.

Price: $9,700 · Lead time: 15-20 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:

Colleen Kersting
eCommerce Marketing at Harley-Davidson
"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."

Cat Brunson
UX Manager at Columbia Sportswear
"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."

Abraham Berkowitz
B&H Photo
"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."

Marc Ulrich
Associate Director of Web Usability at Bell Canada
"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."

Chris O’Donoghue
Search & Navigation Product Owner at John Lewis
"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."

Mirko Sablic
EU eTransformation Competence at ​Deutsche Telekom / T-mobile
"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."

Nicole Papp
Merchant Success Manager, Shopify
"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."

Kerry McAleer-Forte
Director of User Experience Research at Sears
"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."