{"id":98366,"date":"2022-03-18T07:01:41","date_gmt":"2022-03-18T14:01:41","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=98366"},"modified":"2025-05-21T08:19:06","modified_gmt":"2025-05-21T15:19:06","slug":"usability-audits","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/usability-audits\/","title":{"rendered":"Usability Audits 101: Why and How They\u2019re Crucial for Ecommerce"},"content":{"rendered":"\n<p>There are plenty of potential sticking points that can affect the online shopping journey. Without knowing where and why<em> <\/em>users are dropping off, it\u2019s near impossible to fix.&nbsp;<\/p>\n\n\n\n<p>Sure, you might be able to see that shoppers are exiting at the point of checkout, but it could be for any number of reasons. Maybe their preferred payment method wasn\u2019t an option, maybe the checkout form was too long and arduous and they were crunched for time, or maybe the page just took too long to load.&nbsp;<\/p>\n\n\n\n<p>Usability audits uncover these points of friction and provide suggestions for improving the user flow and the overall customer experience.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-usability-audits-for-ecommerce-nbsp\"><strong>What are usability audits for ecommerce?&nbsp;<\/strong><\/h2>\n\n\n\n<p>Usability audits (also known as UX audits) evaluate a digital product or asset to find pain points for the customer that are hindering conversions. In the case of ecommerce, they evaluate the shopping journey and the on-site customer flow, identifying areas of improvement through data-backed insights.&nbsp;<\/p>\n\n\n\n<p>For example, a usability audit of your online store might reveal that users don\u2019t have enough information about shipping, they struggle to find the exact product they\u2019re looking for, or there isn\u2019t enough social proof to convince them to purchase. Without knowing these issues, there\u2019s no way for you to tackle them, leading to missed conversions and unhappy shoppers.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-does-a-ux-audit-include-nbsp\"><strong>What does a UX audit include?&nbsp;<\/strong><\/h3>\n\n\n\n<p>The moving parts of a usability audit can vary based on who is conducting the audit and how much of a deep dive you want to do. If you\u2019re keen to just surface usability issues at checkout, for example, the audit process will be slightly different to a 4-6 week in-depth audit that assesses every step users take on your site.&nbsp;<\/p>\n\n\n\n<p>As an example, at The Good our extensive usability audits include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>A complete funnel evaluation: <\/strong>we look at data about where, when, and why visitors leave your site, key metrics like AOV and revenue trends, your landing pages and their accompanying conversion rates, cart abandonment rates, demographic trends, and product trends. <\/li>\n\n\n\n<li><strong>A 360-degree conversion analysis:<\/strong> we use heatmaps, user testing, session recordings, customer interviews, and surveys to identify friction at every stage of the buying journey\u2013including your homepage, navigation, category pages, product pages, checkout, order fulfillment, and even post-purchase activities.\u00a0<\/li>\n\n\n\n<li><strong>A detailed UX audit report:<\/strong> we pack our findings into a data-backed report that offers suggestions for improvements and answers key questions you might have about the user journey. \u00a0<\/li>\n\n\n\n<li><strong>A value-packed presentation and audit review: <\/strong>we share the analysis results and discuss your options moving forward so you can uncover quick wins and implement <a href=\"https:\/\/thegood.com\/insights\/classic-ecommerce-desires-to-fuel-long-term-growth\/\">long-term growth<\/a> strategies.\u00a0<\/li>\n<\/ul>\n\n\n\n<p>As well as tracking the <a href=\"https:\/\/thegood.com\/insights\/website-usability\/\" target=\"_blank\" rel=\"noreferrer noopener\">usability of your website<\/a> or online store, a decent usability audit will also dig into the fringes of the customer journey. This includes monitoring your customer acquisition channels, encouraging repeat purchases, and optimizing the post-purchase process to instill customer loyalty.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Analytics is just one part of the puzzle. While they provide real-life data you can draw from, they often don\u2019t give any insight into the emotional side of the customer journey. This is why we include moderated and unmoderated live user testing with video recordings and customer interviews to understand how consumers interact with your site in ways that analytics can\u2019t.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Visual design matters \u2014 but not as much as most brands think it does.<br><br>While <a href=\"https:\/\/twitter.com\/hashtag\/ecommerce?src=hash&amp;ref_src=twsrc%5Etfw\">#ecommerce<\/a> brands often spend a great deal of \u23f0 and \ud83d\udcb0 on design, I\u2019ve found\u00a0through user testing and a decade+ of experience that the visual design of a site actually matters very little to consumers.<\/p>&mdash; Jon MacDonald (@jonmacdonald) <a href=\"https:\/\/twitter.com\/jonmacdonald\/status\/1424399555118907394?ref_src=twsrc%5Etfw\">August 8, 2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-timing-is-everything-when-to-invest-in-a-usability-audit\"><strong>Timing is everything: when to invest in a usability audit<\/strong><\/h2>\n\n\n\n<p>Usability audits can uncover improvements wherever your business is at. If you\u2019re just starting out it can create rock-solid foundations for you to build on; if you\u2019ve been in the game for a while, it can identify areas for improvement that can nudge up your conversion rates so they\u2019re in line with your business goals.&nbsp;<\/p>\n\n\n\n<p>Think of it as a health check that can be carried out at any stage of your brand\u2019s lifecycle to highlight performance issues and speed up growth.&nbsp;<\/p>\n\n\n\n<p>With this in mind, there are three key milestones that often warrant a usability audit, if not just to check you\u2019re on the right track:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>After a website or store redesign to see if you\u2019re placing usability above aesthetics<\/li>\n\n\n\n<li>When you\u2019re planning a new functionality to check it is in line with your customer\u2019s needs and behaviors<\/li>\n\n\n\n<li>When validating a new design before it hits the development stage\u00a0<\/li>\n<\/ol>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cTo me, the audit is a no-brainer for the vast majority of sites. It\u2019s a really robust process that doesn\u2019t take long, and you\u2019re going to learn something really valuable,\u201d says Mark Jacobs, the Director of Digital Optimization at Mercy Corps.\u00a0<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-long-does-a-usability-audit-take-nbsp\"><strong>How long does a usability audit take?&nbsp;<\/strong><\/h3>\n\n\n\n<p><em>How long is a piece of string?<\/em> The correct answer here is that it depends. You can run a surface-level usability audit in a matter of days, or you can theoretically run a continuous audit for months or even years.&nbsp;<\/p>\n\n\n\n<p>Our <a href=\"https:\/\/thegood.com\/audit\/\">usability audits<\/a> at The Good typically take 3-4 weeks to conduct, leading to a two-hour UX review session. Once we\u2019ve run you through our presentation and findings, we send out a digital copy of the report that you can go through in your own time.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-valuable-investment-how-a-usability-audit-can-impact-your-business\"><strong>A valuable investment: how a usability audit can impact your business<\/strong><\/h2>\n\n\n\n<p>Similar to other data-focused audits, usability audits use empirical research methods to uncover findings and offer heuristic evaluations and recommendations to enhance the customer journey. As a result, the biggest impact an audit should have on your business is <a href=\"https:\/\/thegood.com\/insights\/value-usability\/\" target=\"_blank\" rel=\"noreferrer noopener\">increased conversion rates<\/a>. The more you understand where the sticking points are, the easier it is to fix them and create a well-oiled buying journey.&nbsp;<\/p>\n\n\n\n<p>The pros of a user experience audit benefit both the customer <em>and <\/em>your business:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Improved functionality which increases customer satisfaction<\/li>\n\n\n\n<li>Less customer frustration and confusion, leading to higher conversion rates<\/li>\n\n\n\n<li>Data-driven decisions that lower acquisition costs and increase CLV<\/li>\n\n\n\n<li>Detailed insights into customer needs that increase long-term loyalty<\/li>\n<\/ul>\n\n\n\n<p>On top of these benefits, a usability audit can help you answer important questions about your business that will strengthen other activities, like marketing and product development. It can help you figure out what\u2019s working and what\u2019s not, which metrics are most important, what has already been tried and the impact it had.&nbsp;<\/p>\n\n\n\n<p>Perhaps the biggest impact on your business, though, is the potential ROI. Even a minuscule increase in conversion rate can have a significant impact on sales for a large organization. For example, a modest improvement from 3.1% to 3.6% for a site with $20,000,000 annual online sales will yield over $3,200,000 in extra sales every year. In fact, <a href=\"https:\/\/truelist.co\/blog\/ux-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">according to research<\/a>, UX design investments reap a 9,900% ROI.&nbsp;<\/p>\n\n\n\n<p>For men\u2019s skincare brand <a href=\"https:\/\/www.tiege.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tiege Hanley<\/a>, a usability audit helped prepare them for their upcoming web design project. They wanted the new branding to be an improvement not a setback, so they called on The Good to figure out if it was user friendly or not.&nbsp;<\/p>\n\n\n\n<p>\u201cWe were aware that there were user experience issues on the site and that they were causing some friction in the purchase experience,\u201d says Jay Evans, Tiege Hanley\u2019s Ecommerce Manager. \u201cWe wanted to hear from an unbiased outside source what some of those pain points and areas of friction might be, so that we could ultimately improve our conversion rate, especially in high-visbility, high-impact areas.\u201d&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"619\" height=\"1024\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-311-619x1024.png\" alt=\"tiege hanley usability audits heatmaps with the good\" class=\"wp-image-98370\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-311-619x1024.png 619w, https:\/\/thegood.com\/wp-content\/uploads\/image-311-181x300.png 181w, https:\/\/thegood.com\/wp-content\/uploads\/image-311-610x1010.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-311-600x993.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/image-311.png 768w\" sizes=\"(max-width: 619px) 100vw, 619px\" \/><\/figure>\n\n\n\n<p>Through qualitative and quantitative user research methods, including remote user testing and heatmapping, we were able to design optimized wireframes that would provide the best purchasing experience.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image alignleft size-large\"><img decoding=\"async\" width=\"1024\" height=\"817\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-312-1024x817.png\" alt=\"tiege hanley product page redesign during usability audit\" class=\"wp-image-98371\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-312-1024x817.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-312-300x239.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-312-768x613.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-312-610x487.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-312-600x479.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/image-312.png 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-types-of-usability-testing-tools-you-ll-need-nbsp\"><strong>5 types of usability testing tools you\u2019ll need&nbsp;<\/strong><\/h2>\n\n\n\n<p>Tools are the backbone of a usability audit because they help you drill into analytics and access insights that are either too time-consuming or not possible to generate manually. Here are some of the <a href=\"https:\/\/thegood.com\/guide\/usability-testing-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">usability tools <\/a>you might need to get started:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Advanced analytics tools:<\/strong> as well as <a href=\"https:\/\/analytics.google.com\/analytics\/web\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a> and your internal ecommerce metrics, you can use an advanced platform like <a href=\"https:\/\/www.kissmetrics.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kissmetrics<\/a><\/li>\n\n\n\n<li><strong>Heatmap tools:<\/strong> heatmap tools like <a href=\"https:\/\/www.hotjar.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hotjar<\/a> reveal where users spend the most time on your site<\/li>\n\n\n\n<li><strong>User testing software:<\/strong> get first-hand reviews from real customers with a tool like <a href=\"https:\/\/www.usertesting.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">User Testing<\/a> or <a href=\"http:\/\/userinput.io\" target=\"_blank\" rel=\"noreferrer noopener\">UserInput<\/a><\/li>\n\n\n\n<li><strong>Usability heuristics:<\/strong> resources like <a href=\"https:\/\/www.nngroup.com\/articles\/ten-usability-heuristics\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jakob Nielsen\u2019s usability heuristics<\/a> provide guidelines for increasing conversions\u00a0\u00a0<\/li>\n\n\n\n<li><strong>Customer survey tools: <\/strong>find out what your customers really think about your website and the customer journey with tools like <a href=\"https:\/\/www.surveymonkey.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">SurveyMonkey<\/a>\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-start-with-a-website-usability-audit-checklist-nbsp-nbsp\"><strong>Start with a website usability audit checklist&nbsp;&nbsp;<\/strong><\/h2>\n\n\n\n<p>The first steps of a usability audit can feel overwhelming, especially if you haven\u2019t harnessed the expertise of a CRO agency. However, there are some things you\u2019ll need to get together regardless of whether you\u2019re doing the audit yourself or hiring help.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Conduct a walkthrough:<\/strong> one of the best ways to start a usability audit is to walk through the buying journey as if you were a customer. Note down any sticking points or areas that might cause confusion<\/li>\n\n\n\n<li><strong>Access website and mobile analytics: <\/strong>your analytics will give insights into visitor trends. Through Google Analytics, you can drill down into traffic source, traffic flows, and trends, but you can also use more advanced tools to get more detailed user flows<\/li>\n\n\n\n<li><strong>Gather your <a href=\"https:\/\/thegood.com\/insights\/ecommerce-metrics\/\">ecommerce metrics<\/a> and sales figures: <\/strong>you\u2019ll also need access to key metrics like cart abandonment rate, conversions, and repeat purchases to identify areas for improvement specifically within the buying process\u00a0<\/li>\n\n\n\n<li><strong>Interview stakeholders and customers: <\/strong>talking to the people who matter will give you an insight into user behavior. As well as asking customers for their experiences on your site, you can also talk to internal stakeholders\u2013like product owners and developers\u2013to determine what they\u2019d like to get out of the audit\u00a0<\/li>\n\n\n\n<li><strong>Run usability tests: <\/strong>pair this information with data collected from heatmap tools and user testing software to get an all-encompassing view of the experience visitors have on your site<\/li>\n\n\n\n<li><strong>Identify patterns and trends: <\/strong>the initial goal of your audit should be to identify patterns or trends within your metrics, sales figures, and analytics. You can then pair this with qualitative data, like customer surveys and heatmap results. For example, you might find your analytics show a sharp drop-off at checkout, while your heatmaps show that customers struggle to make it to the end of the payment form\u00a0<\/li>\n\n\n\n<li><strong>Create a list of improvements: <\/strong>as you work through the data you have, you can start to build a list of suggestions that will improve your efforts. This will act as your plan for moving forward\u00a0<\/li>\n<\/ul>\n\n\n\n<p>Working through this checklist will give you the foundations of a good usability audit, but working with a dedicated expert with lots of optimization experience under their belt is a good bet if you want to access detailed insights to make informed decisions.\u00a0<\/p>\n\n\n\n<p>Looking at your metrics and analytics is one thing, but analyzing them and making suggestions for improvements means understanding exactly what that data means and how it looks over a longer period of time.&nbsp;<\/p>\n\n\n\n<p>Our <a href=\"https:\/\/thegood.com\/audit\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Audit\u2122<\/a> uncovers key points of friction throughout the sales cycle and explores the behavior of your target audience as they move through your site. We then use this detailed data to suggest improvements and optimizations that will create a far better customer experience.\u00a0<\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":36,"featured_media":92605,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["Learn how usability audits can uncover points of friction in your ecommerce customer journey and in turn convert more visitors into buyers."]},"insight-category":[10072],"insight-tag":[10345,10131,7254,7253,7365],"class_list":["post-98366","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-optimization-strategy","insight-tag-understand-your-customers","insight-tag-user-experience","insight-tag-user-research","insight-tag-user-testing","insight-tag-ux-design"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design.png",1249,822,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-150x150.png",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-300x197.png",300,197,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-768x505.png",768,505,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-1024x674.png",1024,674,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design.png",1249,822,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design.png",1249,822,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-380x215.png",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-760x430.png",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-600x395.png",600,395,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design.png",114,75,false],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design.png",300,197,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design.png",400,263,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design.png",600,395,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-24x24.png",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-48x48.png",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-96x96.png",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-150x150.png",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/b2b-website-design-300x300.png",300,300,true]},"post_excerpt_stackable_v2":"<p>There are plenty of potential sticking points that can affect the online shopping journey. Without knowing where and why users are dropping off, it\u2019s near impossible to fix.&nbsp; Sure, you might be able to see that shoppers are exiting at the point of checkout, but it could be for any number of reasons. Maybe their preferred payment method wasn\u2019t an option, maybe the checkout form was too long and arduous and they were crunched for time, or maybe the page just took too long to load.&nbsp; Usability audits uncover these points of friction and provide suggestions for improving the user&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Natalie Thomas","url":"https:\/\/thegood.com\/author\/natalie-thomas\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Usability Audits 101: Why and How They\u2019re Crucial for Ecommerce<\/title>\n<meta name=\"description\" content=\"Learn how usability audits can uncover points of friction in your ecommerce customer journey and in turn convert more visitors into buyers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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