Cart & Checkout Review
A full walk-through of your cart and checkout flow – every step, every field, every friction point. We map where customers hesitate and tell you exactly why, with specific fixes for each issue.
Ecommerce UX Audit · AI-Powered · Expert Reviewed · From £99
Your store has traffic.
So why isn't it
converting?
Shoppers are landing on your site, browsing your products, and leaving without buying. Not because your prices are wrong or your ads are off – because something in the experience is pushing them away.
Our Ecommerce UX Audit finds exactly where that friction lives – from how customers discover products to the moment they abandon your checkout – and hands you a prioritised fix list to stop the bleeding.
No retainer required
3–5 business day turnaround
7-day satisfaction guarantee
The reality for most stores
- 70%
- of shoppers abandon their cart before completing a purchase – most due to UX friction, not price (Baymard Institute)
- 53%
- of mobile shoppers leave a store that takes longer than 3 seconds to load a product page (Google research)
- 1 in 3
- customers who abandon at checkout say they couldn't find what they needed fast enough – research consistently shows navigation friction as a leading cause of checkout drop-off
Only 3 founder-rate spots remaining
The Problem
You're not losing customers to competitors.
You're losing them to your own site.
Most ecommerce revenue loss isn't dramatic. It's quiet. A filter that doesn't work properly on mobile. A checkout that asks for too much. A product page that doesn't answer the question the customer actually has. Each one costs you a sale. Together, they cost you a business.
The frustrating part is that these problems are almost always fixable — once you know where to look. And for most stores at this stage, you don't need a full agency engagement to find them. The issues costing you sales are consistent, identifiable, and solvable without weeks of discovery or a four-figure invoice.
What you need is someone to go through your store the way a real customer does — systematically, without assumptions — and tell you clearly what to fix first.
Where Stores Leak Revenue
Three places your store is losing sales right now
Checkout Drop-off
Too many steps. Surprise fees. Forced account creation. Every extra click in your checkout is a chance for your customer to change their mind.
Mobile Navigation Friction
Over half your shoppers are on a phone. If your menus are clunky, your filters are broken, or your tap targets are too small – they're gone inside ten seconds.
Slow Product Discovery
Customers who can't find what they're looking for don't ask for help – they leave. Poor search, weak filtering, and unclear categories are silent revenue killers.
The Core Leak Matrix
Three areas. Dozens of failure points. One audit that finds them all.
Our ecommerce retail website usability analysis covers the parts most audits skip. Here's where we look and what we find.
Leak #1
Mobile Navigation Friction
More than half your traffic arrives on a mobile device. If the experience is clunky – overstuffed menus, filters that don't close properly, search bars that are hard to reach – you're handing those customers to your competitors.
We go through your store on mobile the way a real first-time shopper would: looking for a product, using your filters, reading your descriptions. Every place that slows us down gets flagged, explained, and scored.
- Mobile menu structure and depth
- Tap target sizing and spacing
- Filter and sort usability on small screens
- Search bar placement and behaviour
- Category page layout and scroll experience
What bad mobile UX costs you
Customers bounce before they browse
A poor mobile menu means shoppers who can't find a category won't hunt for it – they'll try a different store.
Search failures go unnoticed
Most store owners never test their own search. Customers who get zero results or irrelevant ones disappear silently.
Mis-taps create frustration
Buttons and links that are too close together aren't just annoying – they break trust in your brand.
Leak #2
Complicated Checkout Flows
Cart abandonment is the most expensive problem in ecommerce – and it's almost always caused by a checkout that asks for too much, explains too little, or takes too long. Our online store checkout optimisation review goes through your entire purchase journey stage by stage.
We look for the moments where a customer hesitates: unexpected shipping costs, too many form fields, a lack of payment options, or security signals that don't inspire enough confidence to hand over a card number.
- Cart page clarity and CTA strength
- Number of steps and form field count
- Guest checkout availability
- Shipping cost transparency and timing
- Trust signals, security badges, and error messaging
What we look for at each checkout stage
Cart page
Is the total clear? Is the CTA obvious? Can they edit easily?
Contact & delivery
How many fields? Are labels clear? Is guest checkout available?
Payment
Are enough options offered? Does the page feel secure?
Confirmation
Does it reassure? Does it set clear expectations for delivery?
Leak #3
Sluggish Product Discovery
If a customer can't find the right product quickly, they won't buy – no matter how good the product actually is. Weak search, unclear categories, poor filtering, and product pages that don't give customers enough to feel confident buying.
We assess the full discovery journey: from a first-time visitor landing on your homepage to the moment they reach a product page and decide whether to add to cart. Every friction point in that journey gets documented, explained, and ranked by how much it's likely costing you.
- Homepage hierarchy and first-fold clarity
- Category structure and labelling
- Filter functionality and result relevance
- Product page copy, imagery, and buying signals
- Related products and cross-sell placement
The discovery questions customers ask
"Is this the right product for me?"
If your product descriptions don't answer this clearly, customers won't take the risk – they'll find someone who does.
"Can I trust this store?"
Reviews, returns policies, and security signals need to be visible before the customer reaches the cart – not buried in the footer.
"Will it arrive in time?"
Delivery information shown late in the journey drives abandonment. We flag where it should appear and where it's missing entirely.
What's Included
Everything in your £99 Ecommerce UX Audit
One price. No add-ons. No surprises. Here's exactly what you get within 3–5 business days.
Filter & Search Audit
We test your site's filtering and search as a first-time shopper would. Broken filters, irrelevant results, and missing refinement options all get flagged – these tend to have an outsized effect on conversion.
Mobile Experience Review
Your mobile shopping experience assessed from first tap to order confirmation – navigation, product browsing, cart, and checkout. We document every place the mobile experience breaks down and tell you what to fix first.
Prioritised Fix Report
Every issue ranked by revenue impact and implementation effort — so you always know which fix to make first. Delivered as a PDF within 3–5 business days, structured clearly enough to share with your developer or work through yourself.
Design Direction Notes
Where relevant, we include annotated design notes and layout suggestions – specific enough that your developer can act on them without needing a brief. Not vague observations – specific enough to act on without a separate brief.
UX Health Scorecard
A one-page snapshot rating your store across four dimensions — messaging, trust, conversion flow, and performance — as Developing, Established, or Advanced. Easy to share with a co-founder, board, or agency to show where the gaps are.
Conversion Psychology Review
We assess whether the psychological levers that drive purchase decisions are present and working — price anchoring, objection handling, friction-reducing copy at the decision moment, and credible urgency signals. Most stores get the basics right and miss this layer entirely.
Performance & Accessibility Audit
Real Core Web Vitals data for your key pages — LCP, CLS, and INP scores with actual values, not estimates. We flag what's failing, what the threshold is, and what's likely causing it, with specific opportunities ranked by potential time saving.
Claim My Ecommerce Audit – £99 →
Only 3 introductory spots left at £99 · Rises to £199 after
The Process
From checkout chaos to clarity in three steps
Submit your store URL
Fill in the short form below with your store URL, your biggest conversion concern, and anything you already suspect. Takes two minutes.
We audit your store
AI scans 75+ ecommerce-specific checkpoints. A specialist reviews every finding, makes sure it actually matters for your store, and writes your prioritised fix list.
Apply the fixes
Your report lands in your inbox in 3–5 days as a PDF. Fixes ranked by impact, with design notes your developer can action straight away.
How We Compare
A proper shopping cart abandonment review shouldn't cost £5,000
| Feature | No-Friction Lab | Agency | Freelancer |
|---|---|---|---|
| Price | £99 (rising to £199) | £3,000–£10,000+ | £400–£2,000 |
| Turnaround | 3–5 days | 3–8 weeks | 1–3 weeks |
| Ecommerce-specific review | ✓ | ~ | ~ |
| Checkout flow audit | ✓ | ✓ | ~ |
| Issues ranked by revenue impact | ✓ | ~ | ✗ |
| No retainer or lock-in | ✓ | ✗ | ~ |
| Design guidance included | ✓ | +cost | ✗ |
✓ = Always included | ~ = Inconsistent / varies | ✗ = Not typically included
Not Sure It's Worth It?
See how small an improvement would cover the cost.
Plug in your own traffic, conversion rate and average order value. In 30 seconds you'll see the exact lift needed to pay for an audit – no guesswork, no industry averages.
Try the Free ROI Calculator →Ready to Stop the Leaks?
Get your Ecommerce UX Audit
for £99 while spots last
Fill in the form – your prioritised fix report arrives within 3–5 business days.
Alice · Founder, No-Friction Lab
10+ years in UX, CRO and experimentation across Sky, Stowe Family Law, B2B ecommerce and professional services. Every audit is personally reviewed before it leaves. About me →
Secure checkout · One-off payment · 7-day satisfaction guarantee · No retainer
What You Actually Get
Every issue. Clear evidence. A specific fix.
Below is a real finding from an anonymised audit. This is the format every issue is delivered in — no jargon, no vague recommendations.
P2 · High
Persuasion Architecture
#P2-07
No loss aversion framing on any page
Pages: Homepage, /ux-cro-audit
Effort: Small
Impact: Medium
Evidence
All benefit framing is gain-oriented — "find what's stopping conversions", "stop the bleeding". No copy explicitly frames what the visitor loses each day they don't act: missed sales, wasted ad spend, converting at half the achievable rate.
Impact
Loss aversion is a stronger motivator than equivalent gain framing (Kahneman, 1979). Visitors are more motivated to avoid losing £500/month in missed revenue than to gain the same amount. The current copy leaves this lever untouched.
Action
Add one loss-framed sentence near the final CTA — e.g. "Every week without a clear fix list, your traffic spend is outrunning your conversions." This complements the scarcity messaging already present without requiring structural page changes.
Linked issue: #10 — Scarcity messaging
No Friction Lab · Audit Report
This is one finding from a full audit. A complete report covers 10+ dimensions across 75+ checkpoints, with every issue ranked by revenue impact and effort so you know exactly where to start.
Not ready for the full audit?
Try the DIY Toolkit first — £49.99
A six-module Notion toolkit that walks you through auditing your own ecommerce store. Includes a 10-point heuristic checklist, prioritisation matrix, 20 AI prompts, and a revenue forecast worksheet. Instant access.
Your customers are telling you something's wrong.
They're just doing it silently.
Every abandoned cart is a customer who wanted to buy. Every week without a fix list, that spend keeps leaving. Find out what stopped them and lock in the £99 rate before it rises.
Claim My Audit Now →