The BTNG E-commerce UX Framework

Does the homepage clearly communicate what the site sells within the first viewport?

Users form impressions in 1/10 second; 2-3 seconds to understand offering

Source: Baymard Institute

Is there a prominent, action-oriented CTA in the hero section with contrasting color?

Hero CTAs drive primary conversion paths

Source: Google Retail UX

Are main product categories directly visible in the navigation (not hidden under a generic "Shop" menu)?

Hidden categories reduce discoverability

Source: Baymard Institute

Is the search function prominently visible in the header?

30%+ of users prefer search over navigation

Source: Baymard Institute

Does the mega menu reveal subcategories on hover/click?

Reduces clicks to reach products

Source: Baymard Institute

Is there a USP bar communicating key benefits (shipping, returns, support)?

Sets expectations and reduces purchase anxiety

Source: Nielsen Norman Group

Is social proof displayed (reviews, testimonials, trust badges, or customer count)?

Builds credibility for first-time visitors

Source: Nielsen Norman Group

Is contact information easily accessible (including phone or physical address)?

Trust signal, especially for new visitors

Source: Nielsen Norman Group

Are featured products or new arrivals shown with prices visible?

Price visibility reduces friction

Source: Baymard Institute

Does the homepage load without layout shifts (stable content positioning)?

CLS affects user experience and SEO

Source: Google Core Web Vitals

Is the price clearly visible above the fold?

Price is #1 decision factor; hiding it causes abandonment

Source: Baymard Institute

Does the Add to Cart button use a prominent, contrasting color?

Must stand out as primary action

Source: Baymard Institute

Is there clear visual feedback when an item is added to cart?

Lack of confirmation causes duplicate adds or abandonment

Source: Nielsen Norman Group

Are shipping costs or a free shipping threshold shown on this page?

55% of sites fail this; #1 cause of cart abandonment

Source: Baymard Institute

Are at least 3 product images from different angles available?

Multiple angles reduce returns and increase confidence

Source: Baymard Institute

Is at least one image shown "in scale" (product in context or with size reference)?

91% of sites fail this; causes returns

Source: Baymard Institute

Is zoom or enlarge functionality available on product images?

Lets users inspect details before buying

Source: Baymard Institute

Is stock availability clearly indicated (in stock, low stock, or out of stock)?

Prevents frustration and sets expectations

Source: Nielsen Norman Group

Is the star rating displayed near the product title (above the fold)?

Ratings influence 93% of purchase decisions

Source: Spiegel Research Center

Is return policy information accessible from this page (visible or one click away)?

52% fail this; reduces purchase anxiety

Source: Baymard Institute

Can users select multiple values within the same filter (e.g., two sizes or two colors)?

Single-select filters cause 67-90% abandonment

Source: Baymard Institute

Are applied filters displayed in a clear summary with one-click removal?

32% fail this; users lose track of active filters

Source: Baymard Institute

Are filters displayed in a sidebar or expandable panel (not horizontal toolbar only)?

Sidebar filters outperform horizontal-only layouts

Source: Baymard Institute

Is product count shown next to each filter option?

Prevents dead-end filter selections

Source: Nielsen Norman Group

Is sorting by Price available?

Essential sort option; 69% of sites missing at least one core sort

Source: Baymard Institute

Is sorting by Customer Rating available?

High-intent users filter by quality

Source: Baymard Institute

Do product cards display the star rating with review count?

Ratings on cards increase click-through

Source: Baymard Institute

Do product cards show price (including sale price formatting if applicable)?

Price visibility enables comparison shopping

Source: Baymard Institute

Is the total product count displayed on the page?

Helps users understand catalog scope

Source: Nielsen Norman Group

Is scroll position preserved when returning from a product page?

Losing position causes significant frustration

Source: Baymard Institute

Is the shipping cost (or free shipping threshold) shown before proceeding to checkout?

Unexpected costs cause 48% of cart abandonment

Source: Baymard Institute

Are all costs visible (subtotal, shipping, taxes, fees) before checkout?

Hidden costs are the #1 abandonment driver

Source: Baymard Institute

Does the Proceed to Checkout button use a high-contrast, prominent color?

Must be the clear primary action

Source: Baymard Institute

Are express checkout options visible (PayPal, Apple Pay, Google Pay, etc.)?

Reduces checkout friction for returning users

Source: Baymard Institute

Can product quantity be easily modified with +/- controls?

Friction in editing causes abandonment

Source: Nielsen Norman Group

Do totals update automatically when quantity changes (no "Update" button required)?

Manual updates feel outdated and cause errors

Source: Nielsen Norman Group

Is a product thumbnail image shown for each cart item?

Visual confirmation reduces errors

Source: Baymard Institute

Can items be removed from cart with a single action?

Difficult removal frustrates users

Source: Nielsen Norman Group

Is the promo/discount code field present but not overly prominent?

Too prominent = users leave to hunt for codes

Source: Baymard Institute

Are cross-sell recommendations limited and positioned below the cart summary?

Intrusive cross-sells distract from checkout

Source: Baymard Institute

Is guest checkout prominently available (not hidden or deprioritized)?

19% abandon when forced to create account

Source: Baymard Institute

Do error messages clearly explain what's wrong and how to fix it?

94% of sites fail this; generic errors cause abandonment

Source: Baymard Institute

Is inline validation used (errors shown immediately, not only on submit)?

Real-time feedback reduces form errors by 22%

Source: Nielsen Norman Group

Are form field labels visible above the fields (not placeholder-only)?

Placeholder-only labels cause input errors

Source: Baymard Institute

Does the correct mobile keyboard appear for each field type (numeric for phone, email for email)?

Wrong keyboard increases mobile abandonment

Source: Google Mobile UX

Is address autocomplete integrated?

Reduces typing effort and errors

Source: Baymard Institute

Is there a progress indicator showing current step and total steps?

Reduces perceived effort and abandonment

Source: Nielsen Norman Group

Is the order summary (with product images and itemized costs) visible throughout checkout?

Reassures users and prevents last-minute doubts

Source: Baymard Institute

Are security badges or trust signals displayed near the payment section?

Payment is highest-anxiety moment

Source: Baymard Institute

Are multiple payment methods offered (credit card + at least one alternative)?

Limited options exclude potential customers

Source: Baymard Institute

Does the search return relevant results for common product queries?

Poor relevance = immediate abandonment

Source: Nielsen Norman Group

Are search results displayed in a grid with product images, prices, and ratings?

Searchers have high intent; need quick comparison

Source: Baymard Institute

Is the search query displayed on the results page (confirmation of what was searched)?

Confirms intent and enables query refinement

Source: Baymard Institute

Is the number of results displayed?

Sets expectations and indicates query success

Source: Nielsen Norman Group

Can users filter search results (same filtering as category pages)?

Searchers often need to narrow results

Source: Baymard Institute

Can users sort search results (by price, rating, relevance)?

Different users prioritize differently

Source: Baymard Institute

Does the search offer autocomplete suggestions as the user types?

Reduces effort and guides toward valid queries

Source: Baymard Institute

Are spelling corrections or "Did you mean..." suggestions shown for typos?

Prevents zero-result dead ends

Source: Algolia Best Practices

Does search handle synonyms and plurals correctly?

"Couch" vs "sofa" or "shoe" vs "shoes"

Source: Algolia Best Practices

Is a helpful message shown when there are no results (with suggestions or alternatives)?

Empty state without guidance causes abandonment

Source: Nielsen Norman Group