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Ecommerce UX Audit Report: Examples and Best Practices

Ecommerce UX Audit Report: Examples and Best Practices

There’s always room to improve your online store usability, accessibility, visual appeal, or provide a better overall user experience. This is where a UX audit report comes into the picture – providing you findings based on expert evaluations, industry-standard guidelines and user data. 

In this article, we review the key components of a UX audit report. We also explore how the right UX audit report can help you unlock the insights you need to drive meaningful improvements, not just for your ecommerce user experience but for your conversions as well.



What is an Ecommerce UX Audit?

An ecommerce UX audit evaluates your store’s user experience (UX) and user interface (UI) to identify pain points and areas of improvement. The goal is to serve as a guiding light to create a better user experience. 

If we were to break it down at a high-level, there are 6 important steps to a UX audit report:

  1. Define the audit project scope and objectives.
  2. Establish UX baseline and collect metrics.
  3. Conduct a heuristic evaluation.
  4. Create a UX audit report with findings and recommendations.
  5. Share the report with stakeholders.
  6. Implement changes based on feedback.

In terms of scope and complexity, building the UX audit report is one of the most important and challenging tasks of the whole audit process. Let’s find out the main objectives of a UX audit report.

Purpose of a UX Audit Report

The primary purpose of a UX audit report is to serve as a roadmap for improving the overall user experience of an online store. Here are the key objectives of a UX audit report:

Identify Usability Issues

The UX audit report will highlight areas where users are facing difficulties or encountering friction in completing their tasks. This could include problems with store navigation, information architecture, interface design, or overall user flow.

Evaluate Accessibility

A thorough UX audit will evaluate how accessible the ecommerce is to users with disabilities. The report will identify any barriers or challenges that may prevent certain users from engaging with the online store effectively, whether it is through a desktop, a mobile site, or a mobile app.

Recommend Improvements

Based on the findings from the audit, the UX audit report will outline specific recommendations for enhancing the user experience. These actionable insights cover design changes, content updates, technical improvements, and other optimizations to drive better outcomes.

Align Stakeholders

The comprehensive nature of the UX audit report helps align key stakeholders, such as ecommerce managers, designers, developers and digital marketers, around a shared understanding of the online store’s strengths, weaknesses, and opportunities in terms of its user experience. This facilitates collaboration and buy-in for implementing the recommended improvements.

The report is more than just a documented summary; it requires careful analysis of your findings, connecting the dots of common issues, and coming up with the corresponding recommendations for improvements.

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Structure of a UX Audit Report

A well-structured UX audit report is essential for effectively communicating the findings and recommendations to stakeholders. Here is a typical structure that can help you organize your UX audit report:

Executive Summary

The executive summary provides a high-level overview of the key takeaways from the UX audit. It should highlight the main usability issues identified, the potential impact on the business, and the recommended actions. This section should be concise, typically one to two pages, and serve as a quick reference for stakeholders.


The introduction section sets the context for the UX audit. It should explain the purpose of the audit, the scope of the evaluation, and the methodology used (for example, heuristic evaluation, user testing, review of analytics, etc.). This section helps stakeholders understand the overall approach and the rationale behind the audit.


This is the core of the UX audit report, where you present the detailed findings from your evaluation. Organize the findings into logical sections, such as:

  • Usability issues: Identify and describe the key usability problems encountered by users, including their severity and impact.
  • User feedback: Summarize the insights and pain points gathered from user interviews, surveys, or other user research methods.
  • UI/UX Analysis: Provide a detailed review of the user interface and user experience, highlighting areas that need improvement.
  • Performance metrics: Present relevant data that support the identified issues and user experience problems, such as web performance scores.


Based on the findings, this section outlines the recommended actions to address the identified issues and improve the overall user experience. Prioritize the recommendations based on their potential impact and the effort required to implement them. For each recommendation, include:

  • A clear description of the proposed solution.
  • The expected benefits or outcomes.
  • Suggested implementation steps.
  • Estimated timeline and resources required.

At Valido AI, we understand that different projects have different circumstances, where it may be in terms of scope, tight deadlines, severity of flaws, and resources. Therefore it is necessary to have a personalized approach to reporting. In the next section, we will provide 3 specific examples of a UX audit report, so that you would be able to pick the best one for your ecommerce needs and goals.

Examples of UX Audit Reports

As mentioned, there are several approaches that can be taken when it comes to presenting your UX audit findings. Let’s explore a few examples to understand the different styles and formats that can be used.

Example 1: Quick Annotated Wireframes

One straightforward way to share UX audit insights is through annotated wireframes or screenshots. This method involves taking visual captures of your online store pages and user flows, and directly highlighting the identified usability issues, accompanied by brief explanations. This can be done through a tool such as Figma. 

This approach is well-suited for situations where you need to quickly jumpstart a redesign process, as it provides a clear, visual representation of the problems without extensive written analysis. However, it may not be the best option for presenting to a broader audience, as the explanations can be limited.

Example 2: Problem-Solution Format

A more structured approach is the problem-solution format, which organizes the UX audit findings in a clear, easy-to-understand manner. In this style, each identified issue is presented alongside a proposed solution, making it easier for stakeholders to grasp the recommended improvements.

This format typically includes the following elements:

  • Description of the problem: Clearly articulate the usability issue or user pain point.
  • Impact on the user experience: Explain how the problem affects the user’s ability to accomplish their goals.
  • Proposed solution: Outline the recommended design changes or enhancements to address the issue.
  • Benefits of the solution: Highlight the expected improvements to the user experience and potential business outcomes.

This structured approach helps ensure that the UX audit report is comprehensive, actionable, and easily digestible for a wide range of stakeholders. This can be presented in tabular form or on presentation slides.

Example 3: Comprehensive Audit Report

For a more detailed and thorough presentation of UX audit findings a comprehensive audit report can be the way to go. This format delves deeper into the analysis, providing extensive documentation and supporting evidence.

A comprehensive UX audit report may include the following sections:

  • Executive summary: A high-level overview of the key findings and recommendations.
  • Methodology: Explanation of the research methods and evaluation techniques used.
  • Detailed findings: In-depth analysis of usability issues, user pain points, and design problems. Often for this kind of report, the issues are given a priority score based on its impact to the business. 
  • Benchmarking: Comparison of the product’s performance against industry standards or competitors.
  • Recommendations: Prioritized list of actionable improvements, with justification and expected outcomes.
  • Appendices: Additional supporting materials, such as user testing transcripts, heuristic evaluation checklists, or analytics data.

This comprehensive approach ensures that stakeholders are provided with a deep understanding of its ecommerce strengths, weaknesses, and opportunities for enhancement. Nevertheless it may not be suitable for projects that require quick turnarounds and/or have limited resources.

Tools and Best Practices for Conducting a UX Audit

As you can see, the final look of a UX audit report depends on the type of approach that is used from the beginning of the audit process. So, let’s look at the tools and best practices that would make the creation of your audit report a simpler and more effective task.

Tools for Conducting a UX Audit

Valido UX Audit: Valido UX Audit automatically audits key ecommerce pages for visual appeal, usability, accessibility, and higher conversions. With just a click of a button, you can obtain AI-powered analysis of your entire online store — homepage, product listing pages, product description pages, account, and checkout pages .

Typeform: A survey tool that helps in creating UX maturity surveys, which are essential for understanding the organization’s UX processes and approaches. It integrates well with other applications, making it easy to transfer responses for analysis.

Miro: A digital whiteboard that facilitates stakeholder workshops, allowing you to generate insights and align business goals with user journeys and current UX processes.

Google Analytics: A powerful tool for gathering quantitative data on user behavior, such as demographics, interests, locations, and devices. This data helps in adjusting user flows, CTAs, and overall UI.

Hotjar: A tool that provides insights on user behavior, such as mouse movements and clicks, helping in identifying areas of interest and friction.

Best Practices for Conducting a UX Audit

Here are a number of tips and best practices to consider when you conduct a UX audit.

Choose the right personnel to perform UX audits: This tip may seem obvious, but often overlooked. Whether you choose to have external parties or in-house teams to carry out the audit, it is important to make sure that they have the right skills and experience in both UX and ecommerce fields.

Try to identify trends and patterns: Often, an ecommerce store would have similar issues repeated across their website. This is partly because the design that is implemented is usually duplicated on all their pages. In addition to the pattern in usability issues, try to identify trends in user behavior and how this would affect the usability of the site.

Consider UX audit limitations: A UX audit won’t give you all the answers about why users abandon your product, but it will tell you if they’re leaving because of poor UX. While the audit can flag UX issues, you’ll likely need to conduct further research to solve them. So, make sure UX audits contain clear and actionable recommendations.

Collect as much baseline data and metrics as possible: A crucial aspect of a UX audit report is being able to demonstrate the positive impact of identifying and resolving a usability issue. By gathering all the relevant metrics such as web performance, UX errors, and other data to support the audit findings, you can make a better comparison in terms of potential improvement in Return-of-Investment (ROI). 


We hope you found the examples and best practices outlined in this article useful. As you embark on your UX audit journey, it is important to seek simple and effective ways of performing analysis as well as documenting them. 

Automated tools such as Valido UX Audit can streamline the audit process and facilitate the creation of a high-quality audit report. Unlock the full potential of your online store today – Get started for free.

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