UI/UX audit for an e-commerce website
Detailed analysis of the homepage, product pages and checkout flow with clear suggestions for improvement.
Initial situation & goal
The shop already had traffic, but lacked trust and a clear user flow: noisy layout, weak product presentation and no obvious path to purchase. The goal was to produce concrete, actionable recommendations the client could implement step by step.
Approach
Structured heuristics
- Analysed homepage, listings and product pages for clarity, focus and readability.
- Reviewed navigation, header structure and use of banners.
- Checked CTA placement, contrast and visual hierarchy of elements.
User flow & conversion
- Walked through the entire purchase journey (from landing to checkout).
- Identified drop-off points (distractions, uncertainties, missing information).
- Suggested ways to reduce cognitive load and simplify form steps.
Documentation & prioritization
- Created a specific issue list with screenshots and short comments.
- Prioritized items as “must have”, “should have” and “nice to have”.
- Gave recommendations on what to change immediately and what to plan later.
Developer-friendly perspective
The audit was created not only from a design angle, but with realistic implementation in mind (theme structure, CSS adjustments, platform limitations). This makes the recommendations practical and feasible.
Key findings & recommendations
Homepage
- Reduced the number of equally strong blocks in the first screen, clearer focus on the main CTA.
- Unified typography and spacing for a calmer, more trustworthy look.
- Suggested adding a clear “Why this shop?” section above the fold.
Product pages
- Improved prioritization of product title, price, CTA and key benefits in the visible area.
- Clearer presentation of variants, quantity and delivery information.
- Recommendations on where and how to use social proof (reviews, trust badges).
Checkout & form logic
- Simplified forms and grouped fields more logically.
- Highlighted the next steps in the order process more clearly.
- Reduced distractions and secondary links during checkout.
Result for the client
The client received a structured document with concrete suggestions, examples and priorities. Some changes were implemented quickly, the rest went into planning for a broader redesign.
Screens from the audit
Examples from the audit: commented sections of the homepage, product page and checkout. An anonymised version of the report can be shared on request.
Example reports to download
In addition to screenshots, you can review two full example reports. They show how I structure UX/UI audits, prioritise issues and turn them into clear, actionable recommendations for business owners.
UX/UI audit of a fragrance online store (Somonion Aroma, RU)
A complete UX/UI audit of a niche Shopify store: home page, category pages, product pages and checkout, plus a prioritised list of improvements (High/Medium/Low) with concrete design, structure and conversion suggestions. The report is written in Russian and illustrates how I work with e-commerce projects.
Market analysis & website optimisation for MurtalTaxi (DE)
Detailed German-language report: market and competitor analysis of Austrian taxi companies, comparison of their websites, a UI/UX audit of murtal-taxi.at, SEO recommendations and a prioritised action list (A/B/C measures) for a website relaunch and stronger online visibility.