What to look at in an example store
In short: Pick three stores and look at the same four places in each: the first screen, the product page, the checkout and the trust pages. The point is not to copy but to see where customers find what they are looking for.
Which three stores?
- A well‑known store in your sector.
- A store your size.
- A store that opened recently.
First screen
- Is it clear at a glance what the store sells and to whom?
- Where are the search, the categories and the basket?
- What stays on the first screen on a phone?
Product page
- How many photos are there; from which angles is the product shown?
- How are options such as size and colour chosen?
- Are the delivery time and the return terms on the product page?
Checkout
- Which payment methods are offered?
- At which step does the shipping cost appear?
- Can you order without an account?
Trust
- Are the contact details, the returns page and the legal pages easy to find?
- Where and how are customer reviews shown?
When you take notes
- Write down what you see in your own words; do not copy texts or images.
- Answer the same questions for each store, then put the three side by side.
