When user experience (UX) design is done well, it can
- Lift conversion rates
- Boost engagement
- Reduce site abandonment
- Benefit your SEO
- Display modern design trends
- Deliver a ROI as high as 9,900% (seriously)
Is your website falling short on any of these goals? A user experience (UX) audit can help you find out why.
Why Do a UX Audit?
Typically, businesses undertake a UX audit because they have a usability problem, and they want to figure out how to solve it without doing a full design or redevelopment. UX audits are also performed as part of a website redesign or digital transformation.
A UX audit can root out areas causing friction or hesitation for your users, which prevent them from taking the actions you want them to take – and contribute to issues like a high site abandonment rate or low conversions.
What Is a UX Audit?
A user experience audit, or UX audit, is an assessment of a website’s design, usability, and overall user experience to determine how well the website is meeting its users’ needs. During a UX audit, a UX designer analyzes the site’s user data, user journeys, and more to identify usability issues and provide recommendations for resolving those issues.
It’s worth noting that a UX audit is not usability testing. Usability testing takes place during the website creation process, prior to launch. A UX audit, on the other hand, is done after the website is live. The goal of a UX audit is to figure out what went wrong, and recommend what can be done to fix it.
What’s Included in a UX Audit?
During a UX audit, a UX designer will analyze the following areas to identify usability issues and provide recommendations for improving your website:
- Adherence to UX design best practices: Does your site have glaring errors like a lead form with too many fields? Do your CTA buttons stand out, or are they in a blah color that blends in with the rest of your website? These are the types of UX mistakes that can lower engagement and conversion rates. A UX audit will pinpoint issues like these and offer suggestions for fixing them.
- Speed and performance issues: Nothing loses users faster than a slow-loading website. If a website takes longer than 3 seconds to load, 40% of users will simply leave. UX designers will review your site analytics and testing software to examine how quickly your site loads and becomes interactive for all of your users, no matter where they are or what device they’re using.
- User journey mapping: When a person arrives on your website, it should be clear what they should do next to take the action you ultimately want them to take, whether that’s adding something to their cart or filling out a lead form. Your user journey should provide a direct path toward that goal. If it’s not, a UX audit can help you figure out why.
- User and product research: Getting to know your products and your users is a UX design best practice. UX designers will want to get a good understanding of your website and products or services so they understand your typical user’s mindset, and provide recommendations for how to better solve their needs.
How Long Does a UX Audit Take?
UX audits typically have a quick turnaround. The audit itself takes a few weeks, and provides a roadmap for your developers in terms of what they should start working on first.
Do I Need a UX Audit?
Most businesses get a UX audit when their website has a usability problem they need to solve, like poor conversion rates, high site abandonment, or low engagement. They want to know, “Why is this happening?” A UX audit can help them answer that question.
UX audits are primarily used in two situations:
- When a website is undergoing a digital transformation, and the business wants to enjoy a successful relaunch and leave their usability issues in the past.
- When a website has some usability issues, and the business wants to identify quick wins without undergoing a full redesign.
UX audits can also be useful for huge website projects with extensive budgets, as well as short-term projects with more conservative budgets. In the second scenario, you can think of a UX audit as a stepping stone for a site that’s been sitting for a few years, but isn’t quite ready for a total redesign. For those undergoing a total redesign, UX audits can help organizations determine where to focus in that redesign to enjoy the most success.
Improve Your KPIs with a UX Audit
UX audits can help organizations reduce user frustration, plan more successful digital transformations, and meet their business goals.
If your website isn’t meeting your goals and you’re not sure why, contact Engagency about our UX audits. Our expert team of UX designers and developers work side by side to give your users the best experience, and your brand the best results. Set up a time to talk now.