An audit of the entire buying journey, from the first analytics check to the testing programme: 158 checks across 20 stages, with Figma-style wireframes of the five templates that carry almost all of the revenue.
Most ecommerce conversion work goes wrong in the same way. Someone audits the checkout, finds nine things, fixes them, and the conversion rate barely moves, because the visitor who never found the right category never reached the checkout to be helped. The funnel is a sequence, and a failure early in it makes everything downstream irrelevant. So this checklist is ordered the way a customer meets the site: measurement first, then the homepage, navigation, search, product lists and filtering, the product page in four parts, the cart, each checkout step, and what happens after the order.
It is deliberately specific about where things break rather than what things are. A filter that can produce zero results, a product list that loses your scroll position when you press back, a delivery cost that first appears in the cart, a checkout that clears the form on a validation error: each is an ordinary implementation decision that quietly costs orders, and each is on the list with the reason underneath it. Forty-five items are marked as highest leverage for when there is no time for all 158.
Five wireframes are printed alongside the relevant stages, drawn as annotated artboards with numbered pins pointing at the elements each stage audits. They exist so the checklist can be used against a real page rather than read in the abstract: put the wireframe next to your own template and the gaps tend to announce themselves.
The structure follows the research areas Baymard organises its ecommerce benchmark around, homepage and category, on-site search, product lists and filtering, product page, cart and checkout, accounts and self-service, and mobile, which remains the most useful public map of where ecommerce usability actually fails. The items themselves are written from scratch.
Thanks, Andrei.
