Website UX audit for higher conversions

Not satisfied with the performance of your website? Do you feel that something should be changed, but you don't know exactly what? The website UX audit was designed for you. It highlights the weaknesses of your website and gives specific suggestions for correcting the errors. The end result will be satisfied visitors and more customers. Read what a website UX audit is all about and how it can help you!

What is a website UX audit?

UX actually means the experience that emerges in the visitor when he looks at your website. Many aspects play a role in achieving a good UX (User Experience), including usability, functionality and reliability.

A good user experience is extremely important in business life, as it contributes greatly to visitor satisfaction. And the satisfied visitor will come back to the website and sooner or later become a buyer/customer. Achieving a good user experience nowadays already includes specific methodologies, one of which is the UX audit.

There is also a UX audit of webshops and online stores, but we usually examine other areas there.

The UX audit therefore answers that for visitors,,,

• how easy it is to use a website
• how easy it is to find and absorb the information stored on it
• how easily they can fulfill the business goals defined there (e.g. signing up, shopping, obtaining information).

Benefits of a UX audit

• It's fast and relatively cheap. You usually have it within 3-5 days, and the amount invested in it pays off in a very short time.
• Extensive. It examines all aspects associated with the user experience in a broad spectrum, thus providing a comprehensive picture of the current state.
• Effective. He does not produce abstract studies, but briefly and accurately sheds light on the problems supported by screenshots.
• It can be measured. The available analytical applications (e.g. Google Analytics) can be used to immediately verify the results and usefulness of the changes.

The main parts of the UX audit of the website

1. Website traffic audit
2. Communication style analysis
3. Website coding - search engine friendly aspects
4. Transferring a message
5. Consistency test
6. Analysis of navigation
7. Usability audit
8. Reliability audit (trust-building tools and their application)

1. Website attendance audit

It is worth starting the UX audit with a Google Analytics scan, which sheds light on the behavior of visitors on the site. The following aspects are in focus:

• login pages
• visitor route
• dropout on the route
• exit pages
• time spent on site
• conversion pages
• performance of landing pages

2. Analysis of communication style

The second step of the website UX audit is to map how you communicate with the visitor on the website. If the communication style does not match the expectations of the visitors, it will have a negative impact on the user experience. Most of the time, the problem is content that is difficult for the target group to understand.

3. Website coding - examination of search engine-friendly aspects

The coding of the website (programming technique) is not closely related to the examination of UX aspects, but it still plays a role in it. If your web developer uses the wrong technology or the wrong coding, your potential visitors will not be able to find your site, which results in a bad user experience. Check what technology your site uses and whether your code is properly optimized. After making the corrections, your search rankings will improve and you will reach more people.

4. Message transmission

The majority of websites are created for business purposes, their task is to generate customers/customers. For this, however, language that promotes lead generation must be used in the transmission of the message. From the point of view of UX, the wording of Call-To-Action (CTA) points, the display of brand messages and customer feedback are extremely important here.

5. Consistency test

Consistent look and message across the visitor path. Main points:

• Are the header captions consistent with the content?
• Are the titles of the articles consistent with the message you want to convey?
• Are the texts in the header suitable for telling a story?
• Is the keyword density within the normal range.

6. Analysis of navigation

With a good navigation, the visitor can easily navigate the entire website. That is why navigation plays an important role in building the UX (user experience) and thereby contributes to the fulfillment of business goals. If the visitor gets lost on the website or is not properly directed, he will most likely leave the site disappointed, not to mention that he will not become a customer.

7. Usability audit

During the audit, in this part, we examine, among other things, whether the visitor receives an adequate amount of textual information on the page, whether we support scanned reading, whether we use images to break up large amounts of text. In a word, is the information on the page adequate and can it be easily and quickly absorbed by the visitor?

8. Reliability audit

This is the last point in the website UX audit process. In this section, we examine whether the website has the right amount and quality of trust-building elements. The trust-building elements are usually the legal declaration, data protection, imprint, social links, contact, address, photos of colleagues...etc. The presence of these elements shows the visitor a reliable, stable company, thus strengthening the overall positive impression of the site.

What will be the output of the UX audit?

The output of the UX audit is a 10-20 page PDF format report, which simply, without jargon, illustrates with screenshots and summarizes where on the website, what kind of problem we found and what kind of solution we recommend.

The most common errors encountered during a UX audit

During our previous audits, we most often found the following errors:

• design flaws – low quality logo, image flaws, outdated design, poor contrast
• Responsiveness errors - incorrect appearance on mobile, difficult to use mobile menu
• text content - low quality, too little text content (e.g. a few line service descriptions)
• images - poorly cropped, low-quality stock photos
• content display problems – too long lines of text, unstructured texts, incorrect text formatting, spelling errors
• form handling errors – foreign language error messages, too many fields, wrong field layout
• parts of the page that look like buttons but are not actually clickable or vice versa
• CTA problems - the buttons are not contrasting enough in shape and color, too small, difficult to click or missing
• lack of trust-building elements
• inadequate handling of incoming leads. Slow response, lack of automatic response messages.