The basic aim of a UX usability audit is to analyze a website based on user experience. It allows us to determine in a systematic way which elements of User Experience should be improved and which are already up to par. Learn about our methodology and find out why such an audit is a good idea.
What is an e-commerce usability audit?
In the case of online stores, a UX audit can be performed using various methods, such as a heuristic audit, cognitive walkthrough, or a checklist. Our methodology is to use a hybrid method - cognitive walkthrough and checklist by Baymard Institute.
It is a respected center dealing with research in the field of e-commerce websites’ User Experience. Based on research with users, reports are conducted using a specific methodology, and the institute itself is, above all, excellent substantive support for UX specialists from all over the world.
The Checklist is a comprehensive walkthrough of practically all aspects of a website that affect users and optimize conversions - it contains as many as 700 elements to check. Thanks to the tools provided by the institute, it is possible to easily present the client with all the shortcomings regarding the UX of a given website, and place a comment, a link to the documents, or a screenshot concerning a given element.
A cognitive walkthrough involves going through the site and trying to experience it from a new user's POV. After establishing the goal - which in the case of e-commerce is usually the purchase of a product - the user flow allowing to achieve this goal is laid out.
Next, the researcher goes through the page answering 4 questions that help verify whether a particular action is simple and intuitive for a new user. We combine these findings with the conclusions from Baymard Institute's checklist analysis to create a comprehensive report that includes errors found on the site along with prioritization and recommendations for change.
As Flow Digital is certified by Baymard (as one of approximately 140 specialists worldwide), we have extensive knowledge and use of reliable sources of information.
Where to start when performing an e-commerce usability audit?
To better prioritize tasks, we've created a sacale that accurately prioritizes addressing bugs found on a site and how much impact they have on user perception.
Our rating scale:
- QUICK WIN - An optimization whose implementation results in an immediate increase in conversions. Has the greatest impact on user behavior on the site.
- IMPORTANT - An optimization that is important, has an impact on conversions, however it does not have an immediate, but more of an indirect effect.
- OPPORTUNITY - A small optimization. Has little impact on conversion, but is worth implementing. On a longer scale, it may have a greater impact.
Based on these evaluations, the customer is made aware of what is worth improving first, what is the value of these improvements, and what can be implemented in the future.
The main categories according to which we undertake the site analysis group dozens of minor elements worth checking and perhaps improving.
The division is based on:
- Home page and category
- Product listing and filtering
- Shopping cart and payment
- Searching on the page
- Product card
- Customer accounts
- Mobile e-commerce (mobile version of the store)
Conclusions drawn from the analysis of these sectors are placed in our multi-page report (up to 100 pages of factual analysis conclusions), which describes each of the analyzed elements. We want our partner to have full awareness and knowledge of our actions, and at the same time to broaden their knowledge, which will be useful in further cooperation.
In addition to the report itself, we also prepare a subsequent UX audit summary. We compare the results of the online store before and after the audit to see how the changes affected specific KPIs.
Summary
Current processes are so extensive and comprehensive that they can successfully meet the requirements of any online store, regardless of its size and technology. Of course, we try to discuss all recommendations, especially the critical ones, with our customers as soon as possible so that they can fully coordinate the implementation process.
Thanks to our transparency, you are aware of what will help your e-commerce business spread its wings without a huge investment of time and money. Interested? Feel free to contact our UX specialist for a conversation about your site, and check out our full UX and UI offerings.
