Customer Experience Audit Checklist
Evaluate every touchpoint through your customer's eyes
Customer experience is the sum of every interaction a buyer has with your store, from first visit through repeat purchase. Small friction points compound into lost customers, while seamless experiences build the loyalty that drives lifetime value.
This checklist walks you through your entire customer journey, evaluating each touchpoint for friction, delight, and opportunities to build trust through social proof.
Pre-Purchase Experience
Visit your store as a new customer on mobile and desktop. Time how long it takes to understand what you sell and find a product you want.
Can a first-time visitor find any product in under 3 clicks? Test your search, categories, and filtering with real users.
Evaluate how well your search, recommendations, and collection pages help customers find relevant products.
Check whether star ratings, review counts, and customer photos are visible at every stage of the browsing experience.
Use a mid-range phone on a 4G connection to test real-world performance. Lab scores do not reflect actual customer experience.
Purchase and Checkout
Place a real order through every payment method. Time the process and note any confusion, extra steps, or friction.
Audit every field in your checkout. Remove anything not absolutely necessary and enable autofill where possible.
Apply various discount codes and verify they work correctly. A broken promo code is one of the most frustrating customer experiences.
Intentionally trigger errors (wrong card, missing field) and evaluate whether error messages are helpful and guide the customer to resolution.
Post-Purchase Experience
Evaluate your order confirmation page and email. Do they confirm the order clearly, set delivery expectations, and cross-sell?
Track an order from purchase through delivery. Are tracking updates timely, accurate, and branded?
Order your own product and evaluate packaging quality, presentation, inserts, and first impression from the customer perspective.
Receive the post-purchase review request as a customer. Is it well-timed, easy to complete on mobile, and motivating?
Initiate a return and assess how easy or painful the process is. Difficult returns drive negative reviews and lost repeat customers.
Support and Loyalty
Submit a support inquiry through every channel (email, chat, social). Measure response times and quality of help received.
Can customers answer common questions without contacting support? Audit your FAQ, help center, and product information.
Log in as a returning customer. Is reordering easy? Do you offer saved payment methods, order history, and personalized recommendations?
Read through recent customer reviews and merchant responses. Do responses feel genuine, helpful, and brand-consistent?
If you have a loyalty program, evaluate how easy it is to understand, join, and redeem rewards. Complicated programs get ignored.
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