Buyer journey

Buyer journey groups the audit by the stages a shopper goes through, so you can see which stage is losing you the most and talk about problems in funnel terms ("our trust signals are weak") instead of rule by rule.

The nine stages

The rail across the top shows every stage with a 0-100 score. Click a stage to open it below.

1. Discovery: can shoppers find the right product quickly? (search, filters, navigation, category structure, recommendations)
2. Understanding: can a first-time visitor tell what you sell, who it's for, and what to do next?
3. Trust: does the page give shoppers reasons to believe you (reviews, social proof, returns, security)?
4. Desire: does the page make people want the product (positioning, benefits, imagery, offers)?
5. Confidence: can shoppers pick the right variant, size, or bundle without second-guessing?
6. Friction: what gets in the way between intent and purchase (errors, awkward forms, surprise costs)?
7. Loyalty: what brings buyers back after the first order (accounts, subscriptions, post-purchase messages)?
8. Performance: speed, stability, accessibility, and how the site behaves across browsers and devices.
9. Tracking: can you trust your analytics? (missing or duplicate events, attribution and UTMs, sessions breaking across payment redirects, bot traffic, tag and consent setup)

Tracking is rated differently from the other eight. Instead of a score it shows Healthy, Needs attention, or Critical, based on its open tracking gaps. A stage the audit hasn't covered yet shows Not yet audited.

Inside a stage

Each stage opens with a one-line goal (for example "Discovery: Get shoppers to the right product quickly") and a plain-English summary of what's going wrong. Click Show summary & findings for the longer version.

Under Recommendations you get a numbered list of changes to make. Click Show evidence on any of them to see the observations and data that back it up.

The right side explains the score:

• Data health shows a Data breakdown score out of 100, with a bar for each metric that feeds the stage (for example search exit rate or pages per session) and a status such as healthy, poor, or fail. Hover a bar to see how far you are from healthy.
• UX health has two views. Matrix shows one square per active UX gap, sorted by impact; hover a square for the gap's title. Why this score breaks the score into Coverage (how many of the stage's rules your site fails) and Severity (the average impact of those gaps).

When to use it

Reach for Buyer journey when a stakeholder describes the problem in funnel terms and you want one screen that matches, or when you're planning a sprint around a single stage.