Driving traffic to your website is one thing. Converting, on the other hand, is a challenge of its own.
The data says that users have no trouble finding on you on search engines and landing on your website’s homepage.
But for one reason or another, they don’t seem to convert.
What’s up with that? It’s likely that some part of your website or app is not ideally optimised, causing users to exit your pages before converting.
A User Experience Audit can help create a customer journey map that will let you know exactly where things went wrong.
Boost conversions by conducting a basic UX audit. Skyrocket user satisfaction and your ROI now! Help your users better navigate your website and achieve their goals. Keep reading to find out how a UX Audit can benefit your company and increase your sales!
How Do UX Audits work?
An auditor often uses a range of tools and methods to figure out exactly what goes wrong with a website. She might look at conversion metrics and sales data as well as other forms of data, such as traffic and engagement, customer care data etc.
A User Experience audit takes time and effort and is not a cure for all ills. It can be used to answer some simple questions about your website’s functionality:
- Which pages are converting and which aren’t? What is the pattern?
- What can we tell about user satisfaction by analysing the data?
- What was the impact of recent changes to the website’s UX?
A properly carried out UX Audit will produce metrics that can be used to come up with new marketing and design plans. But when exactly should you consider conducting a UX audit?
The most obvious answer would be: whenever changes or new features are introduced. If you’re introducing new features to your app or website, then you’ll want to test them to make sure everything runs and converts well.
If you don’t have a dedicated in-house team that can continuously evaluate and tweak the user experience, then you’ll greatly benefit from a UX audit. If possible, you should always try to have external parties carry out the audit for you.
It’s good to involve several members when conducting a UX audit: developers, designers, strategists and managers. Set goals and a time limit and agree on the necessary resources. Start with a plan and consider the following basic UX audit stages:
- Data gathering,
- Validation and organisation,
- Reporting of findings,
- Coming up with recommendations,
UX Audit Budget
Any audit comes at a considerable price, but due to their complicated nature, User Experience audits usually cost a bit more.
The final cost will, of course, depend on whether you decide to conduct the audit in-house or seek third party assistance. The price also varies depending on how thorough and in-depth you want the analysis to be.
A week-long audit from a professional auditor will set you back almost $10,000. For about $2,000, you could hire a freelancer to create a short checklist for you in two to three days. UX professionals can conduct extensive audits with your personal goals in mind. These often take between two weeks to a month and will set you back $13-15,000.
This first step of the User Experience audit will arguably be the most difficult as well. When gathering your data, make sure you keep an open mind. Try to guide yourself through the website’s pages as if you were a visitor or a customer.
Recording your screen and taking notes of things that you’re unsure about is a great way to get an outside opinion. Remember that users don’t visit your page just to convert. When evaluating your website, you need to do so with the full user experience and satisfaction in mind.
To acquire qualitative data, make sure you use basic analytics tools such as Google Analytics, Kissmetrics and Crazy Egg. Google Analytics offers information on traffic flow and can also help you locate conversion and abandonment hotspots.
Tools such as Kissmetrics and Crazy egg are designed to help you track, analyse and optimise your digital marketing performance by creating special customer journey maps. Mixpanel is another good analytic tool designed specifically around mobile apps as it tracks clicks, taps and other mobile-related metrics.
Validation and Organisation
You should use spreadsheets to organise all the data that you’ve gathered. To speed up the process, you can search for ready-made UX Audit templates online.
Once you have all the data, you may struggle to turn it into useful insights, especially if this is your first time conducting a User Experience audit. Try to look for repeating patterns, trends and tendencies. Is there something that keeps coming up, time and time again?
Take your time and make sure you examine every bit of data thoroughly. Make sure you double check everything, especially if your audit team consists of several members. A small typo can cause major confusion.
Reporting of Findings
Now that you’ve analysed your data thoroughly, it’s time to get to business and ask the burning question: Why exactly are users not acting the way you want them to? Here are some key points to consider:
- Value: Is the user convinced of your product’s value?
- Relevance: Are you delivering on your promises? Users may exit halfway through if they realise that your product is not what they really need.
- Usability: Is your interface clear, or are customers having a hard time navigating through your website?
- Action: Are your calls to action clear, visible, and to the point? Do they incentivise users to perform the desired action?
- User satisfaction: How’s the overall experience when navigating through your website?
To finalise the UX audit process, document your suggestions and recommendations. Be specific and to-the-point with your comments. Try to be as positive as possible, while also tactfully highlighting things that perhaps don’t work as well as intended. Complement your insightful recommendations with plenty of examples.
If you’re looking free way to track your website’s performance, then you should definitely check out how Google Analytics can also improve user experience and lead to a higher ROI!