Audit run by UXFix on 8 September 2026 against 115 rules. Every finding below is shown with the screen we captured, in the order they cost conversions. Nothing here was sponsored or reviewed by the store.
Grade C, needs work. Most points are lost on transparency and confidence.
Each category is scored 0–100 from the rules that apply to it.
Cart shows full cost breakdown: items, shipping estimate, tax estimate. Shipping estimator (ZIP/country) available in cart. And 3 more.
Reviews present with summary rating visible above fold. Returns/exchange policy visible on PDP (not buried in footer). And 4 more.
Delivery expectation shown before final purchase. Trust/security signals visible near payment step. And 2 more.
Total form fields 8 or fewer (industry average is 11.3). Address autocomplete (Google/Loqate) present. And 6 more.
Add-to-cart CTA above the fold on mobile. Delivery/arrival date estimate shown. And 3 more.
Across 13 audited stores, as of 8 September 2026. Method and full ranking: the UXFix ecommerce benchmark.
Scores above 25% of audited stores
The same rule pass UXFix runs on every store. No store data and no analytics access — everything below was observable from the public storefront.
Product page to payment step, one real product, both viewports.
When shipping, tax and totals first become visible to the shopper.
Field count, labels, autofill, error placement, recovery after a failed submit.
Payment marks, security copy, returns and contact reachability at the pay step.
Tap target sizes, thumb reach, keyboard type, viewport zoom on focus.
Whether an AI shopping agent can read price, stock and shipping from the page.
What we could not check: 25 rules could not be judged from the public storefront on the date above. They were dropped from the score, not guessed at.
115 rules were run. 25 could not be assessed and were dropped rather than guessed, leaving 90 scored. A further 3 findings are held back from this page because our wording for them was not fit to publish.
Rules already passing. No action needed on any of these.
The issues, in the order they appear below.
Right idea, wrong placement or timing: cart shows full cost breakdown: items, shipping estimate, tax estimate, full total including shipping and tax visible before payment entry and no region/currency wall blocking access before intent shown. And 5 more.
Each finding shows the screen as we captured it on 8 September 2026, what the problem is, and what it costs in conversions.
The cart does not show a full cost breakdown. Some of subtotal, shipping, tax, or total is missing before checkout.
Baymard research: 48% of shoppers abandon at checkout because of surprise costs. If the cart hides shipping or tax until the final step, you are training buyers to bail.
The full order total (including shipping and tax) isn't visible before the buyer starts entering payment details.
Surprise costs at the payment step are the #1 abandonment trigger in every study. Buyers want the final number before their card leaves the wallet.
The Add-to-Cart button is not visible above the fold on mobile. Shoppers have to scroll to find how to buy.
On mobile especially, buyers scan the top of the page and decide within seconds. If the primary purchase button isn't in that first view, many will leave before scrolling.
Add a persistent 'Add to Basket' button (matching the black/white brand style) directly below the quantity selector and price row, or make it a sticky bottom bar so it's visible without scrolling past the £60.00/quantity stepper section.
The product page doesn't tell shoppers when their order will arrive. There is no delivery date or lead-time estimate.
Buyers often decide between two stores based on delivery timing, especially for gifts and urgent purchases. Uncertain timing pushes them to competitors who are clear.
The product page shows no star rating or review summary above the fold. Shoppers have to scroll to find social proof.
Ratings are the fastest trust signal on a product page. A shopper who lands and doesn't see any social proof in the first view assumes it's a low-quality product or a new store.
Add a star rating with review count (e.g. '★★★★☆ 4.5 (320 reviews)') directly beneath the '58 CANS FOR £60 BUNDLE' heading, before the 'Select option' dropdown, to build trust before the Add to basket button.
There's no returns or exchange policy communicated on the product page itself. Shoppers have to hunt the footer or FAQ to find it.
"What if I don't like it?" is the last question in every purchase. If the answer isn't obvious, hesitation kills conversion, especially for higher-price items and apparel.
Add a short returns statement (e.g. 'Not happy? Free returns within 14 days') next to the 'Free Delivery over £60' badge under the Add to Cart button, or add a dedicated 'Returns info' accordion matching the style of the existing 'Delivery info' accordion at y≈0.75-0.80.
An aggressive popup (newsletter, discount, chat prompt) covers this product page shortly after it loads. Cookie banners don't count; this is the newsletter-style overlay.
Popups on first visit interrupt intent. First-time shoppers are still evaluating; a modal that blocks the price or ATC is a fast way to lose them.
Move the close (X) button on the black '£5 OFF' popup to be more prominent or auto-dismiss the modal after a delay, and ensure it doesn't render directly over the black 'Add to Basket' button so shoppers can complete checkout without needing to dismiss the popup first.
The cart has no shipping estimator; shoppers can't preview shipping costs without starting checkout.
Unknown shipping costs are the single biggest cause of cart abandonment. An estimator answers the question before it becomes a reason to leave.
The cart does not clearly show tax, either as an amount or as a note that tax will be calculated at checkout.
Buyers in the US and Canada expect a tax line before they commit. Silence at the cart step means a jump in the total at checkout, and that jump is what makes them abandon.
The cart doesn't offer any express wallet button (Apple Pay, Google Pay, Shop Pay, PayPal Express).
Express wallets skip 60-80% of the checkout form. Shop Pay alone lifts checkout completion by ~1.7x. On mobile especially, one tap vs six form fields is the biggest single conversion lever left in ecommerce.
Add real clickable express checkout buttons (e.g. an Apple Pay black button and Google Pay button) directly above or below the 'Checkout' button, not just the static icon strip under 'Accepted payment methods', so users can pay with one tap instead of going through full checkout.
The checkout has more than 8 form fields. Industry-best checkouts collect 6-8 fields; industry-average is 11.3.
Every extra field drops conversion by roughly 2%. Fields cost you money in a direct, measurable way. A checkout with 13 fields loses ~10% of buyers compared to one with 8.
The checkout has no address autocomplete (Google Places, Loqate, SmartyStreets, or similar). Shoppers type every line of their address manually.
Address autocomplete cuts address-entry time roughly in half on mobile and drops delivery-failure rates from typos. It also feels premium, buyers notice.
The checkout page does not show when the order will arrive. Buyers commit to buying without knowing the delivery date.
Delivery timing is often the deciding factor between two stores. If your competitor tells the buyer "arrives Tuesday" and you say nothing, you lose. Especially for gifts.
The checkout has no signals declaring it can be driven by AI agents. No ACP or UCP meta tags, no /.well-known/agentic-commerce endpoint, no Stripe ACP integration.
OpenAI's Agentic Commerce Protocol (ACP) and Google's Universal Commerce Protocol (UCP) are the emerging standards for agent-driven checkout. Stores that declare readiness get preferential routing from ChatGPT and Google AI. This is 2026's biggest new distribution channel.
A region or currency popup blocks the product page before the shopper has shown any intent to buy.
Interrupting a first-time visitor with 'Where are you shipping to?' before they've even seen the product costs real conversions, especially on mobile where these modals go full-screen.
The structured product data that AI shopping agents read (ChatGPT, Google, Copilot) is incomplete on this page. Some or all of these are missing: product ID (GTIN), brand, review data, availability, shipping details.
AI-referred traffic converts 42% higher than regular traffic (Adobe, 2026). But agents only recommend stores whose product data they can read. Incomplete data means invisible to AI shoppers.
On this long product page, the Add-to-Cart button disappears once the shopper scrolls down. There is no sticky bar that keeps it reachable.
Shoppers scroll deep into reviews and details, decide to buy, and then have to scroll all the way back up. Every extra scroll is a chance to get distracted and leave.
Clicking the product image doesn't open a zoom view. Shoppers can't inspect details, fabric, or quality up close.
Zoom is how online shoppers replace touching the product. Baymard finds inadequate image inspection among the top reasons for product-page abandonment.
The product gallery only shows the product isolated on a white background. No lifestyle, in-use, or scale reference images.
White-background photos are neutral but not persuasive. Lifestyle images (worn, used, in a real setting) lift conversion 30-50% and cut returns because buyers understand the product better.
Replace or supplement the teal-background can lineup shot with a lifestyle image showing the cans being poured into a glass, held by hand, or arranged in a fridge/cooler/social setting to give scale and real-world context.
The product page does not have a Q&A section or a real specifications table. Shoppers cannot answer their own questions before buying.
Considered purchases (electronics, appliances, tools, tech gear) live and die on the details page. When shoppers cannot find dimensions, materials, compatibility, or answers to obvious questions, they leave to research on Amazon or a competitor and often buy there instead.
Some interactive elements on the mobile page are smaller than 44x44 pixels. Fingers struggle to hit them accurately.
44x44 pixels is the minimum touch target Apple and the WCAG 2.2 guidelines recommend. Below that, mis-taps happen: buyers hit the wrong swatch, wrong quantity, wrong link, and abandon in frustration.
The cart does not show a delivery estimate for each item. Buyers cannot see when their order will arrive.
Delivery timing is the second-biggest factor after price, especially for gifts and urgent purchases. Uncertain arrival dates push buyers to competitors who are clear.
A discount has been applied but there is no explicit line showing the discount amount and label. The saving happens silently.
Buyers who applied a code want to see it working. A silent adjustment feels like the code did not work, and they may re-apply, try a different code, or abandon in frustration.
The cart only offers a "Remove" action. There is no "Save for later" or "Move to wishlist" option to hold the item without buying today.
A shopper who is not ready to buy today but likes an item will either remove it (and forget) or leave the tab open (and forget). Either way you lose the sale. A save-for-later button captures that intent.
The checkout doesn't show which step the buyer is on or how many steps remain. It feels like an infinite form.
Not knowing how long a task will take is one of the strongest predictors of abandonment. A visible "Step 2 of 3" gives buyers the confidence to push through the next 30 seconds of typing.
Add a slim progress bar above the 'Express checkout' section (e.g. 'Information > Shipping > Payment') with the current step bolded/underlined, similar to Shopify's default checkout breadcrumb, so users know Delivery is step 1 of 3 before Payment.
The store logo in the checkout header links straight back to the homepage.
A stray click on the logo dumps the buyer out of checkout, and on some stores it also loses the form data. Small leak, easy fix.
The checkout uses separate First Name and Last Name fields instead of a single Full Name field.
Two fields cost two taps and two keyboard focuses on mobile. Baymard research shows a single Full Name field measurably lifts checkout completion, especially on phones.
Some input fields use `type="text"` when they should use `type="email"`, `type="tel"`, or `inputmode="numeric"`. Mobile keyboards do not adapt.
The wrong keyboard is a small papercut on every entry. Type an email on a phone with a QWERTY (no @ key) or a phone number without the number pad, and completion drops.
Personal-info fields are missing correct `autocomplete` attributes, or one is set to `autocomplete="off"`. Password managers and browser autofill do not work smoothly.
WCAG 2.2 requires autocomplete on personal-info fields for accessibility. Beyond compliance, correct autocomplete makes checkout a 2-tap experience for returning buyers, huge for mobile conversion.
The checkout does not offer a "Same as shipping" checkbox for the billing address, with the box checked by default. Buyers have to type their address twice. (This rule only applies to physical-product stores.)
For most orders, billing and shipping addresses are the same. Making the buyer re-enter their address is duplicate work and a common source of typos.
The phone number field is required with no explanation why. Buyers who value their privacy hesitate or abandon.
"Why does a t-shirt store need my phone number?" is a real objection. Without a rationale, some shoppers will not give it and will leave.
The checkout form uses placeholder-only labels: the field's purpose is shown as grey text inside the input, and disappears the moment the buyer starts typing.
Placeholder-only labels violate WCAG accessibility, but they also just cost sales. A buyer who types a wrong value, then forgets what the field was for, has to erase everything to see the label again. Frustration compounds.
Add small persistent labels (e.g. 'Email', 'First name', 'Address', 'City', 'Postcode') above each input field in the Contact, Delivery, and Payment sections, similar to the 'Shipping method' and 'Payment' section headers, so the field purpose stays visible once the buyer starts typing into fields like 'Address' or the card number field.
The payment step doesn't show any trust or security signals near the payment fields (padlock icon, "Secure checkout", PCI badge, Verified by Visa).
Buyers are at their most anxious when typing card numbers. A visible security signal near the field removes that anxiety and lifts conversion.
Add a small padlock icon with 'Secure checkout' text directly under the 'Express checkout' row (near the Shop/PayPal/G Pay buttons at y~0.2) and again above the Delivery form so users see trust cues before entering personal/payment details, not just at the page footer.
There's no visible way to reach help from the checkout page: no phone number, no chat widget, no "Need help?" link.
When something goes wrong mid-checkout (a declined card, a missing address field), a visible help option is the difference between recovery and abandonment.
Add a persistent 'Need help?' link or chat bubble in the top header bar next to the BREWDOG logo/cart icon, or place a small support link ('Questions? Chat with us' or a phone number) above the 'Contact' section so struggling shoppers can get assistance without leaving checkout.
The card-payment form is missing the `autocomplete` attributes mobile browsers need to autofill saved cards.
iOS and Android can autofill a saved card in one tap when the fields are labeled correctly. Without it, the buyer types 16 digits, expiry, and CVV manually, and many abandon.
The checkout does not declare support for delegated-payment (ACP tokenization). Agents cannot pass a tokenized payment method on the buyer's behalf.
Delegated-payment is the piece that actually lets agents complete a purchase without asking the buyer to type their card. Stripe and PayPal both support this via their ACP modes. Without it, agents can prep the order but hand it back to the buyer to finalize.
The quantity selector on this product page is either missing on mobile, or too small to tap comfortably.
Fat-finger errors turn quick purchases into frustrating ones. Apple's tap-target guideline is 44px minimum; anything smaller mistaps often on real thumbs.
Add a quantity stepper (- / number / +) directly above the black 'Add to basket' button, using at least 44x44px tap targets similar in size to the 'Add to basket' bar, so users can adjust bundle quantity before checkout.
The CVV / security code field has no explanation or tooltip. Shoppers who don't know what CVV is are stuck.
CVV confusion is a top-10 reason for card-form abandonment. A single help icon fixes it for free.
Cart line items do not include machine-readable product identifiers (SKU, GTIN, product_id). Agents see only display names.
Without a stable identifier per line, agents cannot cross-check items against a catalog, apply price rules, or reconcile the order. Display names change with translation and localization, they are not safe identifiers.
When an error message appears, the form visibly jumps, moving fields under the buyer's cursor or thumb.
Layout jumps cause mis-clicks and lose the buyer's place in the form. On mobile they routinely cause wrong-field input.
UXFix scores every store twice: once for human shoppers, once for the agents now doing the browsing on their behalf. Brewdog scores 56 for humans and 60 for agents. 5 of the 12 agent rules are not fully met.
Derived from this store's own captured product-page content. Coverage judges whether that content answers each query — it is not a measurement of search volume or of what any AI currently recommends.
Brewdog (brewdog.com) scored 56/100 on 8 September 2026 in UXFix's independent audit of its product page, cart and checkout, judged on 90 of the 115 rules run.
The audit found 37 failing checks. The costliest: cart shows full cost breakdown: items, shipping estimate, tax estimate, full total including shipping and tax visible before payment entry and add-to-cart CTA above the fold on mobile.
Brewdog scores 60/100 on UXFix's AI Shoppers rules, which test whether an AI agent can read price, stock and shipping from the store and complete a purchase there.
UXFix ran the same 115 deterministic rules it runs on every store: a full purchase walk on desktop and mobile, from product page to payment step, using only the public storefront. No store data or analytics access was used, and every finding is shown with the captured screen.
Against 13 scored stores in the UXFix benchmark, Brewdog ranks 10 with 56/100. The benchmark median is 60. As of 8 September 2026.
Brewdog is not a badly built store. It passes 45 of 90 assessable rules. What it has is a band of friction between the product page and the payment step, and every part of it is named above.
The 40 findings above come to roughly 111 developer hours of estimated effort in total. Most are settings or template changes rather than rebuilds. A further 8 rules are only partly met and worth a look after these.
The pattern repeats across the stores we audit: the score is rarely lost on visual design, and it is rarely lost in one place. It is lost on when the cost appears, how many decisions stand between a shopper and paying, and whether a machine can read any of it.
Modelled, not measured. We re-audit for free to check.
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Recent audits from the same benchmark corpus.
