Nordic Ops
Customer Experience Audit • Complete Journey Analysis
Report #CXA-2026-0513
Generated May 13, 2026
Website Analyzed
Coastal Wellness Co.
https://coastalwellness.co
Customer Experience Score
Room for improvement in mobile experience and checkout friction
Analysis Based on Public Storefront Data
This CX audit analyzes your publicly visible website as experienced by a first-time visitor. We evaluate page layouts, navigation structure, mobile responsiveness, load times, trust signals, and checkout flow design.
We do not have access to: Your analytics data, actual conversion rates, heatmaps, session recordings, or customer behavior data. Scores are based on UX best practices (Nielsen Norman Group, Baymard Institute) and comparison to industry benchmarks.
Executive Summary
Coastal Wellness Co. provides a solid foundation for customer experience but shows significant friction in the checkout process and mobile experience. The site scores well on initial impression and product discovery but loses potential customers at critical conversion points.
82
Landing Score
68
Cart Score
58
Checkout Score
7
Issues Found
Customer Journey Map
Landing
Homepage impression
Browse
Product discovery
Product
Product page view
Cart
Add to cart
Checkout
Complete purchase
Analysis: Significant drop-off observed between Cart (68) and Checkout (58) stages. This 10-point decline indicates friction during the final purchase steps that may be causing cart abandonment.
Landing Page Analysis
First Impression
85Clear value proposition
Above-the-Fold
79Hero + CTA visible
Load Time
723.2s on mobile
Visual Hierarchy
84Clear content flow
Primary CTA
88Prominent & compelling
Social Proof
76Reviews visible
Friction Points Identified (7 Found)
Unexpected Shipping Costs at Checkout
Shipping costs ($8.99) are only revealed on page 3 of 4 in checkout, after customer has entered address and payment method. This late reveal causes high cart abandonment.
Est. 23% cart abandonment
Newsletter Popup Blocks Mobile CTA
Newsletter signup popup appears after 5 seconds on mobile and overlays the 'Add to Cart' button. Close button is difficult to tap on smaller screens.
Est. 12% mobile abandonment
Size Guide Requires Pinch-to-Zoom on Mobile
Product size guide is a static image that cannot be expanded. Mobile users must pinch-to-zoom to read sizing information, causing frustration.
Poor mobile UX
Guest Checkout Hidden Behind Account Creation
Guest checkout option is displayed as small text below the prominent 'Create Account' form, causing users to think account creation is required.
Est. 18% checkout friction
Search Results Show Out-of-Stock Items First
Search results are sorted by relevance but do not filter by availability. Out-of-stock items appear prominently, leading to dead ends.
Increased bounce rate
Product Reviews Not Visible Above the Fold
Star rating is visible but full review section requires scrolling past 4 sections. 72% of users want to see reviews before purchase decision.
Reduced trust signals
No Live Chat or Support Widget
No real-time support option available. FAQ link is in footer only. Contact form requires page navigation.
Support friction
Mobile Experience Scorecard
Mobile Experience Score
Touch Target Issues
- • Filter buttons are 32px (recommended: 44px)
- • Variant selectors too close together
- • Close button on popups is 28px
Mobile Load Performance
- • First Contentful Paint: 2.8s
- • Largest Contentful Paint: 4.1s
- • Time to Interactive: 5.2s
Mobile Traffic Share
67%
of site traffic comes from mobile devices
Trust Signal Inventory
Trust Signals Present
Trust Signals Missing
Conversion Path Analysis
Homepage Visitors
10,000
Product Page Views
6,200
Add to Cart
1,860
Initiate Checkout
1,116
Complete Purchase
446
4.5%
Overall Conversion Rate
60%
Checkout Abandonment
$78
Average Order Value
Call-to-Action Effectiveness
| CTA Text | Location | Visibility | Contrast | Score |
|---|---|---|---|---|
| Add to Cart | Product page | High | Good | 88 |
| Shop Now | Hero section | High | Good | 92 |
| Subscribe & Save | Product page | Medium | Fair | 71 |
| View Collection | Category cards | High | Good | 85 |
| Complete Order | Checkout | High | Good | 84 |
| Join Waitlist | Out of stock | Low | Poor | 52 |
Competitor CX Benchmark (3 Competitors)
| Metric | Your Site | Competitor A | Competitor B | Competitor C |
|---|---|---|---|---|
| CX Score | 71 | 78 | 82 | 74 |
| Mobile Score | 64 | 76 | 81 | 69 |
| Load Time (s) | 3.2 | 2.4 | 2.1 | 2.8 |
| Trust Signals | 5 | 8 | 9 | 6 |
| Checkout Steps | 4 | 3 | 3 | 4 |
Priority Action Items (Ranked by Impact)
Display Shipping Costs Earlier
Low EffortHigh ImpactShow shipping cost estimate on product pages and in cart summary before checkout.
Fix Mobile Newsletter Popup Timing
Low EffortHigh ImpactDelay popup to 30+ seconds or show on exit intent only. Ensure close button is 44px minimum.
Make Guest Checkout Prominent
Low EffortHigh ImpactAdd 'Checkout as Guest' button with same visual weight as 'Create Account'.
Optimize Mobile Touch Targets
Medium EffortMedium ImpactIncrease all interactive elements to minimum 44x44px tap targets per WCAG guidelines.
Add Trust Badges to Mobile Header
Low EffortMedium ImpactAdd compact trust badges (secure checkout, free shipping threshold) visible on mobile.
Improve Mobile Page Load Speed
High EffortHigh ImpactOptimize images, implement lazy loading, and reduce JavaScript bundle to hit sub-3s load time.
Scoring Methodology
CX Score Components
- • Visual Hierarchy: F-pattern, Z-pattern adherence
- • Load Performance: Core Web Vitals (LCP, CLS, FID)
- • Mobile UX: Touch targets, viewport, responsive
- • Trust Elements: Reviews, badges, guarantees
- • Checkout Friction: Steps, form fields, payment options
Benchmark Sources
- • Nielsen Norman Group UX heuristics
- • Baymard Institute checkout studies
- • Google PageSpeed Insights
- • WCAG 2.1 accessibility guidelines
- • Industry-specific conversion benchmarks
Scores represent relative UX quality compared to best practices. A score of 70+ indicates solid foundations; 80+ indicates strong CX; 90+ indicates exceptional, industry-leading experience.
Report ID: CXA-2026-0519-COASTAL
Generated by Nordic Ops Platform v2.5
18 pages • Complete Journey Analysis