The BTNG E-commerceUX Framework
60 research-backed criteria across 6 page types. Based on 20 years of e-commerce UX experience and published research, including Nielsen Norman Group and Google.
Scoring System
How Scoring Works
Each criterion is a YES/NO question. We weight by importance to calculate your score.
Critical
Failing these hurts conversions significantly
3 points eachImportant
Missing these creates friction
2 points eachNice-to-have
These differentiate good from great
1 point eachScore Scale
How we interpret your overall score
Score range
90%+
Excellent
Score range
70-89%
Good
Score range
50-69%
Needs Work
Score range
<50%
Poor
Audit Output
What You Get From Each Audit
Every evaluation produces three actionable lists
Things We Like
Criteria the site passes that are well-implemented. Celebrate these and maintain them.
Things We're Missing
Criteria the site fails on — clear opportunities for improvement and quick wins.
Things We Don't Like
Criteria the site fails on AND the implementation is actively harmful to UX.
Full Criteria List
Every question we ask when evaluating an e-commerce site
Homepage
The main landing page of the website
Product Detail Page
Individual product pages with full product information
Product Listing Page
Category or collection pages showing multiple products
Shopping Cart
Cart page showing selected items
Checkout
The checkout flow for completing purchases
Search Results
Search results page with filtering options
About BTNG.studio
This framework was developed by Philip Wallage and the BTNG.studio team based on 20 years of e-commerce UX experience, working with brands across fashion, electronics, home goods, and more. We've distilled research from leading e-commerce UX research, Nielsen Norman Group, Google's Retail UX Playbook, and our own client work into this practical, actionable framework.