A structured review of how your customers actually move through your store, delivered as measurable findings and a prioritised roadmap of usability improvements.
Working with WD Market on our e-commerce store usability audit was an outstanding experience from start to finish. From the very first interaction, their communication was prompt, professional, and positive. The insights and recommendations provided were highly professional and genuinely valuable for our business. Special thanks to Tomass—he is a true expert who deeply understands e-commerce and delivers top-tier results. Highly recommended!
Working with WD Market for a CRO audit was a great experience. Their decision making is data driven and not just vibes! Each part of the process was clearly presented and made good business sense to tackle step by step, with priority projects made clear so that we can approach the most urgent items first.
I am very satisfied with the online store audit and the recommendations that need to be implemented on the website. I especially appreciate that the company not only provided suggestions, but also created a real mockup of how the website could look after the improvements. That immediately convinced me that the changes are necessary and could be very valuable both visually and from the customer experience perspective.
Excellent experience working on my Shopify website audit and design. They were knowledgeable, thorough, and clearly understood the platform inside and out. The recommendations were practical and made a real difference to how the site looks and performs. Communication was smooth throughout, and the work was delivered on time. Definitely recommend to anyone looking to improve their Shopify store.
Improvements are often prioritised based on assumptions rather than observed behaviour, making it difficult to identify which changes will have the greatest impact on usability, customer experience and overall platform performance.
A usability audit replaces assumptions with evidence, allowing improvements to be prioritised according to measurable user behaviour and implementation effort.
So changes are made in the order they were suggested, and their effect on customers is rarely measured afterwards. That position is the same whether conversion performance is strong or below expectation.
Website traffic is stable but conversion performance has plateaued
Significant marketing investment is made without clear evidence of user experience bottlenecks
Previous redesigns delivered limited measurable improvement
Platform improvements are prioritised by opinion rather than observed customer behaviour
Analytics platforms collect valuable data that has never been fully analysed
There is no structured roadmap for continuous usability improvements
Whichever of these applies, the audit is the same. What differs is what it identifies.
Who carries out each step, what happens in it, and what is required from your team.
You grant Shopify, GA4 and Microsoft Clarity access. If Clarity is not installed, we implement it and allow sufficient sessions to accumulate. This is the only setup required from your team.
Bot traffic and irrelevant-geography sessions are excluded before analysis begins, so findings are based on genuine customer behaviour. This step is frequently omitted elsewhere, producing inflated figures.
Your customer journey measured against your own business objectives rather than generic benchmarks. Where users disengage, at what rate, on which device.
A specialist reviews recordings in detail, distinguishing between customers who completed a purchase and those who did not, identifying what differs in their behaviour. This is the most time-intensive step and identifies issues analytics cannot reveal: non-functioning elements, repeated interaction attempts, hesitation at decision points.
Scroll depth, click distribution and attention across home, category, product and cart pages. Where the page stops being read.
Each finding becomes a testable hypothesis with a defined success metric, then is ranked by business impact and implementation priority, not by ease of delivery.
We present the document page by page and answer questions from your team. Recorded, so stakeholders who could not attend can review it.
A shared WhatsApp group with the team, including the specialist who reviewed your session recordings. This ongoing collaboration ensures findings can be discussed during implementation, helping teams make informed technical and business decisions long after the audit has been delivered. Strategy discussion is not billed. Implementation tasks enter a ticketing system with written estimates, and you approve which proceed. Nothing is charged without an approved estimate.
A page from a delivered usability audit.
Findings can be discussed while they are being implemented, with the specialists who produced them, including the analyst who reviewed your session recordings.
Each of them owns a defined part of the audit, so you will know who reviewed your platform.
Leads the analysis, determines business and implementation priority, and presents the findings.
Established that a client’s platform was performing above benchmark and that a planned redesign was not the highest-priority investment.
Reviews customer session recordings in detail to identify behavioural patterns, usability issues and friction points that traditional analytics cannot reveal. Remains available in the shared group following delivery.
Identified a non-functioning mobile navigation element, with recordings showing repeated interaction attempts followed by abandonment, on a store where 92% of purchases were completed on mobile.
Scopes each recommendation so the roadmap reflects realistic implementation effort.
Scoped a single-product page restructure for a founder-operated store so the decision could be made against a defined implementation estimate.
Coordination, estimates, and ensuring no work proceeds without approval.
On a CRO audit for a beauty brand, the client noted that every part of the process was clearly presented and priorities made explicit, so they could start on the most urgent items first.
Each of these stores approached us with a different assumption about what was limiting performance. In two cases the evidence supported a different priority than the one the client expected. The findings below are drawn from the audit documents delivered to each business.
The prioritised roadmap page from the document delivered to this client.
Half of visitors did not scroll beyond the add-to-cart section. The FAQ content they demonstrably engaged with was positioned below that line, at the foot of the page.
A Canadian sensitive-skincare brand. 92% of purchases were completed on mobile, with an 8% add-to-cart rate. The assumption was that performance was constrained by acquisition rather than by the on-site experience.
Session recordings showed customers attempting to interact repeatedly with the primary mobile navigation element before abandoning the session — an issue that platform analytics could not have revealed, since no error was recorded. Category pages showed an average dwell time of 3.4 minutes, which the session review indicated was decision uncertainty rather than engagement: customers were comparing without sufficient information to choose. Half of product-page visitors did not scroll beyond the add-to-cart section, while the FAQ content they demonstrably engaged with was positioned at the foot of the page. Three overlays were presented simultaneously on load. Cart recommendations applied a flat increase rather than responding to the customer’s distance from the free-shipping threshold.
Resolve the mobile navigation issue; introduce persistent filter and sort; add outcome-led labelling and single-line descriptions to category cards; relocate the FAQ content into the gallery where attention concentrates; make cart recommendations conditional on the shipping threshold; and introduce post-purchase recommendations on the confirmation page.
Session review identifies functional issues that analytics platforms record as ordinary behaviour.
A US children’s nutrition brand selling a powdered supplement for selective eaters.
Half of visitors did not reach the add-to-cart section, and only 15% reached the ingredient information that addresses the primary parental concern.
A US children’s nutrition brand selling a powdered supplement for selective eaters, with active paid acquisition running at the time of the audit. The assumption was that acquisition performance was the constraint, and that additional traffic would improve results.
Session recordings showed repeated interaction attempts on product images that appeared interactive but were not. Pricing was not displayed on category pages, requiring a click before customers could evaluate options. The add-to-cart control was positioned before variant selection, producing incorrect selections and abandonment. Half of visitors did not reach the add-to-cart section at all, and only 15% reached the ingredient information section — the content addressing the question most parents ask first, positioned well below the point at which the majority stopped reading.
Resolving the critical usability issues before increasing marketing investment, followed by a restructure of the home, category and product pages, delivered with visual concepts and a scoped implementation estimate.
Acquisition investment directed at a store with unresolved usability issues produces avoidable loss. The evidence supported sequencing the work the other way round.
A single-product brand operated by its founder, with no in-house analytics capability.
Approximately 30% of genuine visitors reached the add-to-cart section. The figures previously relied upon had been distorted by invalid traffic.
A single-product brand operated by its founder, with no in-house analytics or user experience capability. The assumption was that the product page was performing adequately, based on the platform figures available.
A significant proportion of recorded sessions were bot and irrelevant-geography traffic. Once excluded, the underlying figures changed materially — every metric the business had been working from had been distorted. Against validated data, approximately 30% of genuine visitors reached the add-to-cart section of the product page. Attention analysis showed the same pattern observed across the other engagements: the information customers needed in order to decide was positioned below the point at which most of them stopped reading.
A restructure of the product page, delivered with visual concepts so the proposed changes could be evaluated before any development commitment, alongside a clearly scoped implementation estimate based on the identified priorities.
The audit applies at any scale. For a founder-operated business, the most valuable outcome was often a reliable basis for decisions — before any change was made at all.
The sequenced testing roadmap recommended in place of a redesign.
A German direct-to-consumer brand operating a multi-product Shopify store, with defined business objectives covering conversion performance, average order value and customer lifetime value. The team wanted to establish whether the platform required a redesign before committing to further development investment.
The store was already performing above benchmark — 3.67% conversion and over 10% add-to-cart. On the available evidence, a redesign would not represent the highest-priority investment at this stage. The measurable opportunity was elsewhere: only 59% of customers who added a product to cart went on to reach checkout, against a typical range of 70–85%. Purchase decisions were being made within the first screen of every page type, while supporting content positioned further down — trust signals, product education — was largely unseen; only 39% of product-page visitors scrolled beyond the add-to-cart section. Internal search was used far more heavily than expected, functioning as a primary navigation route rather than a secondary utility.
No redesign. A sequenced testing roadmap beginning with measurement infrastructure, then the product page, then the add-to-cart-to-checkout stage. Closing the identified average order value gap across existing traffic was assessed at approximately €180,000 in annual business impact.
The evidence supported leaving the design alone and directing effort at a specific, measurable stage of the customer journey.
Every recommendation states the observed behaviour or measurement it came from.
We establish the objective a change is meant to serve before scoping how to build it.
A developer scopes each item, so the roadmap reflects realistic effort rather than intent.
Each release is measured, and the result informs what is prioritised next.
In those cases we will say so during the consultation rather than proceed with an audit.
Attention consistently concentrated on the first screen of each page. Content positioned lower — including the information addressing customers’ primary concerns — was largely unseen.
The eight deliverables above are the audit itself. These are the boundaries around them, so the engagement is scoped before it starts rather than negotiated during it.
Part of the fixed scope, alongside the deliverables above.
Not part of the audit itself — scoped and estimated separately, with no obligation.
One primary objective, and the supporting measures that show whether it was met.
Ten working days from the point access is granted, with the findings presented on day ten. Platform scope and data availability can move that.
A fixed-scope engagement from €1,500 — implementation is scoped and estimated separately, and nothing is charged without an approved estimate.
Read access to the commerce platform, analytics and a session recording tool — here, Shopify, GA4 and Microsoft Clarity. Where these are not yet in place, implementing them is arranged as part of the engagement scope.
No. Recommendations are structured as hypotheses with defined success metrics, and the results inform the direction of the next iteration.
You keep continued, unbilled access to the analyst for strategy discussion, in a shared group with the team — including the specialist who reviewed your session recordings.
No. The audit is a fixed-scope diagnostic engagement. Implementation is optional, scoped separately, and proceeds only on written estimates you approve individually.
During the consultation, we’ll review your store, discuss your current challenges, and determine whether a usability audit is the right next step.
If we believe another approach would provide greater value, we’ll tell you that openly.