Audit run by UXFix on 14 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 D, at risk. Most points are lost on transparency and trust.
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 1 more.
Delivery expectation shown before final purchase. Trust/security signals visible near payment step. And 2 more.
Reviews present with summary rating visible above fold. Returns/exchange policy visible on PDP (not buried in footer). And 5 more.
Total form fields 8 or fewer (industry average is 11.3). Address autocomplete (Google/Loqate) present. And 6 more.
Full total including shipping and tax visible before payment entry. Card entry inline (tokenized), not redirect to third-party page.
Across 40 audited stores, as of 23 September 2026. Method and full ranking: the UXFix ecommerce benchmark.
Scores above 3% 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: 36 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. 36 could not be assessed and were dropped rather than guessed, leaving 79 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: price visible without scroll or interaction on desktop and mobile, reviews present with summary rating visible above fold and returns/exchange policy visible on PDP (not buried in footer). And 13 more.
Each finding shows the screen as we captured it on 14 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 product price is not visible above the fold on desktop or on mobile. Shoppers have to scroll to find out what the product costs.
Price is the single strongest predictor of whether a shopper stays or bounces. If they can't see it in the first second, they're gone. This is the highest-impact fix on any product page.
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 sticky 'In winkelwagen' button pinned to the bottom of the viewport (matching the green accent color of the cart icon in the header) so it stays visible while browsing the product image gallery.
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.
Cart items can't be edited in place: quantity changes or removals are missing or require leaving the cart.
Shoppers adjust quantities at the last moment. If editing is hard, they either abandon or check out with the wrong items and return them later.
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 a dedicated express checkout row above or below the 'Ga naar de kassa' button showing branded wallet buttons (Apple Pay black button, Google Pay), similar in style to the existing small payment icon row, so mobile/desktop users can skip form entry.
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.
Payment happens on a separate, third-party page instead of inline card fields inside your checkout.
Redirects break trust at the exact moment buyers are most alert. Familiar inline card fields (Stripe, Shopify Payments) convert measurably better.
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.
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.
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 fourth trust-badge line next to the existing green checkmarks (Gratis thuisbezorgd, Gratis verzending, 2 jaar garantie) stating something like '30 dagen bedenktijd, gratis retour' so the return policy is visible right at the ATC button instead of buried in the 'Overige informatie' accordion below.
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.
The green chat bubble icon (bottom-left) is non-intrusive but could be minimized further or moved to not risk overlapping mobile CTAs; the pink 25% korting banner at top is fine as a slim strip and doesn't need changes.
The checkout doesn't show cart contents and running total on every step. Buyers can't verify what they're paying for as they proceed.
Trust breaks when the buyer can't see what they're buying at the payment step. Some panic and back out to double-check. Persistent order summary throughout checkout is one of the top-3 completion-rate lifts in Baymard's research.
Expand the collapsed cart/order summary (the cart icon with the red '1' badge) by default to show the actual product name(s) and quantity for each line item, not just the subtotal and totals, so shoppers can verify what they're buying before paying.
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.
Error messages are generic ('Invalid', 'Error') instead of telling the buyer exactly what to fix.
A buyer who doesn't understand the error can't fix it. Specific messages ('Enter a valid postcode, e.g. 11937') turn dead-ends into quick corrections.
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.
When a shopper selects a variant (size, color, style, or edition), the selected state isn't clearly indicated with both a visual highlight AND a text label.
Ambiguity here causes wrong-variant orders. The shopper thought they picked Large, actually picked Medium, and it costs you a return plus a lost repeat customer.
Since the dropdown defaults to 'Kies een optie...', either force a default selection (e.g. '1 kussen') that displays in the dropdown and add a text line like 'Aantal kussens: 1' near the price breakdown, or visually flag the dropdown (red outline) until a choice is made so users know selection is required.
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.
Add at least one lifestyle photo showing the Cillows pillow on a made bed or being used by a person sleeping, to give shoppers scale and real-world context alongside the existing white-background product shots.
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 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 horizontal progress bar below the BX logo/header (e.g. 'Adres → Verzending → Betaling → Bevestiging') with the current step ('Betaling') highlighted in the same pink used for the review badge, so shoppers know how many steps remain before the €39,74 total is charged.
There's no way to edit the cart from inside the checkout; fixing a quantity means abandoning the checkout flow.
Buyers often spot a mistake at the order summary. If fixing it costs their progress, some just quit.
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.
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 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 'Beveiligde betaling' (Secure payment) text directly above or beside the 'Betaalmethode' heading, next to the existing iDeal/PayPal/Google Pay logos, so trust is reinforced right where the customer selects payment.
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 live chat bubble in the top header area (next to the WebwinkelKeur badge or 'Inloggen / Account aanmaken' row) with a support phone number or chat trigger, since currently only ambiguous '?' icons exist near form fields with no real contact channel.
The checkout page doesn't link the returns / refund policy. Shoppers who want to check before buying can't find it.
First-time buyers often confirm the return policy in the moments before they pay. A quick link removes the last barrier without pulling them out of checkout.
Add a 'Retourbeleid' (Returns policy) link near the 'Algemene Voorwaarden' checkbox text at the bottom, similar to how the privacy statement is linked, so buyers can verify return terms before clicking 'Bestelling plaatsen'.
On mobile, the order total is only visible after scrolling past the entire form. There's no sticky summary bar or one-tap toggle at the top.
Shoppers reference the total constantly, especially as taxes and shipping change. Making them scroll to check breaks flow and increases second-guessing.
Add a sticky bar pinned under the 'Inloggen / Account aanmaken' header showing the running total (e.g. '€39,74 incl. BTW') with a small chevron that expands to the full 'Overzicht van bestelling' panel, so users don't need to scroll past the whole form to see the price.
The checkout uses a CAPTCHA (reCAPTCHA, hCaptcha, Cloudflare Turnstile) with no agent-bypass path. Automated agents cannot complete checkout.
CAPTCHAs are designed to block bots, but they also block legitimate AI shopping agents that buyers explicitly delegate to. Without an agent-token bypass, you cannot participate in agentic commerce even if you want to.
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 product title is missing the brand name, the product type, or key descriptors that help shoppers understand what they are looking at.
Titles like "Model 3092" or "Plugin v3.2" mean nothing to a first-time visitor. In search results and shared links, a good title decides whether people click.
The brand name is shown as plain text, or is missing from the product page.
Shoppers who love a brand want to see more from them. A brand link is one of the easiest ways to raise average order value and repeat visits.
The recommended items shown in the cart do not relate to what the shopper is buying.
Relevant cross-sells (socks with shoes, a pillowcase with a pillow) raise order value. Random ones read as ads, erode trust at the exact moment the shopper is deciding, and can distract them out of the purchase.
Replace the mattress hoeslaken suggestion with pillow-related cross-sells such as pillowcases, pillow protectors, or other Cillows pillow models that match the 40x80cm waterkussen already in the cart.
UXFix scores every store twice: once for human shoppers, once for the agents now doing the browsing on their behalf. Bx scores 46 for humans and 36 for agents. The gap is the part most stores have not looked at yet. 8 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.
Bx (bx.eu) scored 46/100 on 14 September 2026 in UXFix's independent audit of its product page, cart and checkout, judged on 79 of the 115 rules run.
The audit found 35 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 price visible without scroll or interaction on desktop and mobile.
Bx scores 36/100 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 40 scored stores in the UXFix benchmark, Bx ranks 39 with 46/100. The benchmark median is 60. As of 23 September 2026.
Bx is not a badly built store. It passes 28 of 79 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 41 findings above come to roughly 112 developer hours of estimated effort in total. Most are settings or template changes rather than rebuilds. A further 16 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.
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