Usability audit of the website for online gift shops: How to improve the interface for the convenience of buyers

Usability is the ease of use of a website. When a website is easy to use, people quickly find a gift and buy it. When a website is confusing or slow, people go elsewhere. A usability audit helps identify where users get confused and what needs to be improved to keep them engaged.

In this updated text, I've added more examples, simple tips, and explanations so you can get started right away. The language is simple, conversational.

How to do an audit – simply and step by step

An audit is a site check to understand what's stopping people from buying. It's very simple:

1. We collect data on people's behavior.

2. We check technical aspects (speed, mobility, security).

3. We review design and text.

4. We make edits and double-check.

Below are more details on each step, with examples and simple solutions.

1. Gathering Facts – Where to Start

Don't make changes blindly. Start with statistics:

• How much time do people spend on the site?

• Which pages do they visit?

• What devices do they use—phone or computer?

• What do they enter in the site search?

The tools are simple: Google Analytics 4, Microsoft Clarity, Hotjar. They'll show you clicks, heatmaps, and session recordings. Looking at session recordings is like looking over your client's shoulder. They often reveal errors you don't notice in reports.

2. The technical part is fast and effortless

When a website is slow or doesn't work properly over the phone, people don't buy. Here are some simple rules:

• Optimize your photos. 150–300 KB is usually sufficient for product photos.

• Enable caching and a CDN. This will reduce loading time.

• The mobile version should be a separate, well-designed product – not just a scaled-down desktop version.

• An SSL certificate is essential – without it, people won't pay.

Check your speed with tools like PageSpeed ​​or GTmetrix and fix the simplest problem first – usually large photos or inefficient scripts.

3. Structure and design – making it clear

A person should understand where to click within 3-5 seconds. Here's what's easier to do now:

• Menu: fewer points, specific titles. For example: "For Him," "For Her," "For Kids," "Holiday Gifts."

• Search: autocomplete, suggestions, sorting by price, popularity.

• Product card: several photos, brief description "for whom," dimensions, material, packaging options.

• "Add to Cart" button - prominent, large font, some space around it.

When editing texts, use simple sentences. Short headlines work better than long ones.

4. The buying process: fewer steps, more sales

The registration process should be simple and without surprises. People don't like filling out dozens of fields.

• Allow purchases without registration (guest purchase).

• Ask only the essentials: name, phone number, and address.

• Add hints in the fields (example of the number format).

• Indicate all delivery and payment options on the product page.

• Add a "Buy in 1 click" button or a button with a form with minimal fields.

If gift wrapping or a card is available, offer it at the selection stage, rather than adding it to the cart at the last minute.

5. Mobile experience is the main sales channel

More people are purchasing from their phones. Test your website not only on an emulator, but also on a real phone. Here's what to look for:

• Buttons should be large and spaced well apart.

• The menu should be simplified, with filters in a pop-up window.

• The order form should have a single column, without unnecessary fields.

• Photos should be zoomed in and the gallery should be viewed using a finger.

If the mobile version is convenient, conversion increases immediately.

6. Accessibility – we make a website for everyone

By adding simple things, you will get more clients:

• Text with sufficient contrast to be readable by people with low vision.

• Alt tags for photos – for those using screen readers.

• Keyboard access to the site.

You don't have to do it perfectly right away – start with the basics, like contrast and alt text.

7. Testing with people - without complex experiments

Ask 5-10 people who don't work on the website to find a gift and place an order. Give them the task, but don't help. Ask them to write down what confused them.

This is the fastest way to find real problems. After each test, make minor adjustments and double-check.

Table: Simple solutions to common problems

Practical examples of simple changes that produce results

1. Instead of "Delivery available," write "Delivery in 1-3 days, starting from 50 UAH." This removes any doubts.

    

2. Display ratings and reviews on the product page – people trust other buyers.

    

3. Add a "Gift Sets" section to the homepage – people often look for ready-made options.

    

4. Include a short checklist in the product card: "What's included," "Does assembly require assembly?", "Suitable as a gift."

These adjustments are easy to make and often quickly increase sales.

New Useful Ideas for 2025 (Short and Clear)

• A small chatbot that asks, "Who is this gift for?" and offers suggestions.

• Short 10-20 second videos instead of 10 photos – people understand sizes and textures better.

• Personalized suggestions: "Others also bought this" – works very well.

These tools don't have to be expensive – you can start with simple chats and short videos, filmed on your phone.

Conclusion

A website usability audit isn't a single point, but a process. When you start inspecting your website, testing it, and fixing errors, you'll quickly notice that people are making purchases more often and abandoning their carts less often. The key is to look at your website through the eyes of the customer: what's inconvenient, where they're confused, what raises doubts. And you don't need to make complex changes: small, simple adjustments often yield the best results.