July 09, 2019   |   4min read

Improve Your Conversion Rate Thanks to UX Audit

Building an e-commerce website usually involves a complex user flow and information architecture. Designers have to consider all the product categories and specifications, special offers, checkout, payment process. There are so many steps and at each one of them users might change their minds and just leave the website.

Based on the quantitative data analysis (thanks to tools like Hotjar, Google Analytics, Kissmetrics) you can verify the pain points and drop-out moments. However, you won’t know what is the reason behind them. What exactly was the problem and caused the user to leave? That’s where UX Audit comes in to help you identify new opportunities to improve the conversion rate and user’s satisfaction.

Thanks to an external, expert perspective, special tools and techniques, designers from Polidea can conduct a helpful UX Audit, providing you with suggestions that will help you achieve business goals. See what to expect from the audit process at each step.

7 steps of UX audit of your e-commerce website

Business Analysis

During the first step, we need to get to know your product, its business and marketing goals, target audience, and technical constraints.

The most efficient solution is to meet for a workshop and learn about the product from your team. If the product is already on the market for a while, we’d love to hear what are the key findings from analytics, user feedback, or any data you gathered so far that concerns you and brought you to us.



With benchmarking, we analyze the market and similar solutions to get the user’s perspective on similar services and patterns. We focus on the most fragile moments, like the checkout, to verify how other products assure the safety of the payment process and simplified delivery forms. Maybe there is a better way to show the advantages of a product? Or to shorten the search process?

You may wonder now—how is it that experts in UX design have to look at other websites every time? It’s simple: we’re constantly learning. Every couple of months there are new patterns implemented in digital products. You can always improve them, as design is a constant process of learning and evaluation. We wouldn’t miss a chance and suggest something that might be perceived as “outdated” in comparison to other services.

Heuristic evaluation

Based on 10 usability heuristics by Jakob Nielsen, we verify if the product completes the “usability checklist” of good practices.

  1. Visibility of system status
  2. Match between system and the real world
  3. User control and freedom
  4. Consistency and standards
  5. Error prevention
  6. Recognition rather than recall
  7. Flexibility and efficiency of use
  8. Aesthetic and minimalist design
  9. Help users recognize, diagnose, and recover from errors
  10. Help and documentation

It’s a great way to make the UX audit report understandable with a simplified structure.

Cognitive walkthrough

It entails experiencing the website from a user’s perspective by completing specific user scenarios. We focus on obstacles that the user might be facing as well as missed opportunities for the product to grow.

This stage includes a Content Audit—it should be verified if the copywriting fulfills its role, helps to navigate through the website and complete the purchase without confusion.


Usability test

There is no better way to learn more about how your product is perceived than user research. Doing a usability test of the working website or its prototype gives as information whether the website is usable. Therefore, it allows customers to complete the tasks effortlessly and with satisfaction. Moreover, it provides an opportunity to spot ideas for features that your customers would be interested in. You can learn more about the benefits of user research in the article “Why Your Business Needs User Research?”.


Conclusions from the cognitive walkthrough are then listed in the final report in a “problem + solution” form so that you have a clear and actionable vision for future improvements. According to the business goals and technical complexity, we can prioritize the ideas to make sure the most problematic issues are fixed at the beginning.

What’s next?

We conclude the UX audit report with a project roadmap as a proposition of how to use all the information. It would include a time estimation of the work that needs to be done and team members: who should be involved. That way if you want to continue working with us, you have a clear vision of how long would it take to improve your product. If you decide to work with a different team at least you can compare the options.

E-commerce UX audit can bring huge conversion rate improvements. By working with an external team of designers you enforce their objectivity and conscientiousness since they are new to your product.

Want to learn more about our e-commerce projects? Check out the Showroom case study. If you have any questions about UX Audit or our design process don’t hesitate to contact us directly.

Agnieszka Czyżak

Creative Director

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