UX Design & Audits

Use clear, filterable product grids. Show prices and ratings on thumbnails. Enable quick-view or add-to-cart without page navigation. Limit initial products to 24-48 with pagination or infinite scroll. Include category descriptions for SEO.

Cognitive load is the mental effort required to use your site. High cognitive load—from cluttered layouts, too many choices, or unclear navigation—reduces conversions. Reduce it through progressive disclosure, clear hierarchy, and simplified decision paths.

Flat hierarchy with 5-7 main categories maximum. Use descriptive labels matching customer language. Include search prominently. Add mega-menus for stores with large catalogs. Test mobile navigation thoroughly—hamburger menus reduce discoverability.

High-quality images from multiple angles, clear pricing without surprises, compelling product descriptions, visible add-to-cart button, trust signals, social proof (reviews), and clear shipping/return information. Mobile optimization is essential.

Show clear value proposition above the fold. Feature bestsellers or new arrivals. Include trust signals (reviews, press, security). Provide clear navigation paths to key categories. Limit homepage to 3-5 sections—don't overwhelm with options.

Images left, product info right on desktop. Key information (name, price, buy button) visible without scrolling. Reviews and detailed specs below the fold. Related products at bottom. On mobile, stack images above product info vertically.

Information architecture is how content is organized and labeled. Poor IA makes products hard to find, increasing bounce rates. Good IA matches customer mental models, reduces time-to-purchase, and improves SEO through logical URL structure.

Prioritize by impact (revenue potential) and effort (implementation cost). High-impact, low-effort fixes come first. Use a 2x2 matrix: quick wins (do first), major projects (plan carefully), fill-ins (delegate), and time sinks (deprioritize or skip).

Lead with benefits, not features. Address customer pain points. Use sensory language and specific details. Keep paragraphs short with scannable formatting. Include size, material, and care information. Answer objections before they arise.

Minimum 4-5 images: product alone, lifestyle context, detail shots, and scale reference. More is better—products with 5+ images see 30% higher conversion. Include video when possible. Enable zoom functionality for detail examination.

Very. Search users convert 2-3x higher than browsers. Implement autocomplete, typo tolerance, and synonym matching. Show popular and recent searches. Zero-results pages should suggest alternatives, not dead ends. Place search prominently in header.

Combine multiple methods: analytics for behavior patterns, session recordings for detailed observation, surveys for customer voice, and user testing for direct feedback. Start with existing data before investing in primary research.

Comprehensive audits every 12-18 months, or after major platform changes. Conduct mini-audits quarterly focusing on key conversion paths. Continuous monitoring through analytics and session recordings identifies issues between formal audits.

UX audits are expert evaluations using established heuristics and best practices. User testing involves real users completing tasks while you observe. Audits are faster and cheaper; user testing provides direct customer insight. Both are valuable and complementary.

Track task completion rate, time on task, error rate, and customer satisfaction scores. For e-commerce specifically: add-to-cart rate, checkout completion, and revenue per session. Combine quantitative data with qualitative feedback from surveys.

A UX audit is a systematic evaluation of your website's user experience. It includes heuristic analysis, user flow review, accessibility check, and competitive benchmarking. Deliverables typically include a prioritized list of issues with specific recommendations.

Consider an audit when conversion rates plateau, before major redesigns, after significant traffic increases without revenue growth, or when bounce rates spike. Audits provide the clearest ROI when you have traffic but underperforming conversion rates.