If you ever ask yourself why users stopped subscribing to your product, why, they don’t complete purchases anymore, then it’s high time for you to think about user experience (UX) audit.
In this article, we’ll walk you through the problems that UX audit can fix, find out what benefits UX audit brings, and what challenges it solves, so don’t miss reading it!
But before we get into it, let’s find out what UX audit really is.
What is a UX audit?
A user experience audit is an expert evaluation of how your clients interact with your website or application. A UX designer identifies interface flaws in the visual design and issues with UX logic based on the analysis and user behavior. Then they develop a plan to eliminate these issues and provide recommendations on how to solve them.
However, the UX audit is not a magic wand that solves all problems. Let’s find out what specific issues UX audit can solve, and when it’s useless.
What problems does the UX audit solve?
User-centric design has to be logical, with clear navigation and functional interface. No matter what the traffic is, there will be no conversion growth if your product design isn’t user friendly. UX audit helps solve the following problems:
1. Issues with an adaptive interface
The percentage of visiting websites from mobile devices increased significantly in recent years. Users are more likely to browse content and make purchases via their smartphones. Your site needs to be optimized for mobile devices, as this is a vast zone of growth for your business.
The problem of poor usability can arise if the mobile version of your website isn’t user-friendly. In this case, the UX audit will help identify problems with the adaptive interface so that mobile users can work with the site on their phones as easily as in a web browser.
How to understand that there’s something wrong with your mobile version? A sign of a design problem may become visible when more people visit the website through mobile devices than via desktop. However,the conversion on the site is still higher.
2. Low conversion
A visitor who does not commit action is a nightmare of any site owner. Low sales, high promotion costs, slow business development are all a result of the low conversion. UX audit solves this problem by detecting inefficient CTA buttons, long forms, unnecessary content, or user flow obstacles. After finding all these problems, you should fix them and look at your conversion rate. If everything is fixed correctly, then you can raise the degree of your conversion rate and gradually your income.
3. High bounce rate
The problem of a high bounce rate arises from the fact that the website doesn’t fulfill the function that it should do. If users don’t find what they are looking for on your site, you observe a staggeringly high bounce rate. You cannot lower the bounce rate until you understand what makes visitors leave your site or app. This is exactly the purpose of the UX audit — to identify and understand the reasons why your analytics shows high bounce rates.
4. High cart abandonment rate
Statistically, the shopping cart abandonment rate for online retailers varies between 60% to 80%. Abandonment UX audit will help you determine why customers refuse to buy and leave after adding products to the cart at the last moment.
There can be many reasons for the high cart abandonment rate, starting from high prices, to purchase inconveniences or even bugs that prevent users from completing a deal. The high cart abandonment rate can also be affected by many small conversion problems that ultimately result in visitors not making a purchase and leaving before the purchase is complete. The task of the UX audit is to find and identify these issues, obstacles, and bugs that cause a high cart abandonment rate.
5. High churn rate
Сhurn rate is an indicator of a number of customers who left your company’s website, unsubscribed from the communication channel, or refused from your services. The influx of new customers must exceed the outflow for your company to grow. UX design audit was explicitly created to find out why there was a failure in the process of registering a client, why they did not use your service, or why they don’t want to use your services anymore.
When to start a UX audit?
Now, let’s figure out when it’s proper time to do a UX audit.
When you have at least one issue mentioned above
If you’re sure that you have at least one issue from the points that we have discussed above, the problem with your site is more likely to be connected with user experience. UX audit can help you identify and solve them.
When you think your design is outdated and need to be redesigned
It often happens that a website unexpectedly begins to lose the position in the search results, orders become smaller, conversion decreases. But you haven’t done anything that could result in all these issues: advertising continues to work, product prices haven’t risen, quality of service has not worsened… Most likely, the reason is in outdated website design. The problem is that the design changes haven’t been made for too long, and you missed the moment when the resource ceased to be exciting and modern.
Outdated website design can hardly be popular with users. Visitors won’t give preference to the site if they understand that the site is not given due attention, and will not take the information posted on it seriously. In this case, you should resort to the UX audit that will help identify the shortcomings of your design and a way to fix them. After that, you can come to the stage of redesign. After fixing design issues, your conversion rate should bounce back and begin to increase.
When users complain about your website
If you get bad reviews or complaints from your users, then it’s worth seriously thinking about what exactly your visitors do not understand in the site’s work, why they are leaving, and what they aren’t satisfied with. Proper UX audit will help to answer all these questions and give you tips on how to improve your site usability.
Your revenue has dropped
If you have a high bounce rate, high cart abandonment rate, if you receive complaints about your site or you have an outdated design of your website, this will most likely lead to low conversion and a drop in your revenue. In this case, a UX audit can help you, as it determines exactly why your income is falling and allows you to understand how to eliminate these problems and not to lose your existing customers, as well as attract new ones.
Benefits of UX audit
An in-depth UX audit takes time and money. Let’s look through the greatest benefits you can get if you decide to invest in it.
Improved user satisfaction
A high level of customer satisfaction is the primary and initial goal of every business in any field of activity. When you understand the essence of your problems and improve the user experience of your site, this will lead to improved customer satisfaction and customer loyalty as a result.
After eliminating issues, your site becomes more intuitive, easy to use, and it takes users minimum time to make a key action there.
Elevated customer loyalty
Loyal customers don’t switch easily to another brand because of the lower prices. They would rather pay more to get the expected quality of the services they know and love. The better service you provide, the more often people return to yoursite and want to make more and more purchases. It’s very important to retain and engage with your customers.
Loyal customers are emotionally attached to the company, they love,are ready to buy regularly and recommend your site to friends. A purchasing process without obstacles and a simple and useful interface are the things all customers like and value. UX audit helps to find out if there are problems on the website that impede purchases and explain how to solve them.
Enhanced brand awareness
To make a purchase, buyers choose those brands that they have heard or read about. Build your brand familiar to people so that that will definetly know and recognize among many others.
That is why a high level of brand awareness provides you with an advantage over lesser-known companies. The higher the brand awareness of your company is, the more likely it is that buyers will remember exactly about it at the time of choosing goods or services. The UX audit allows you to identify any problems with the brand identity and can show if you need to add some branded elements so that your site is easy to recognize even at a glance.
During the UX audit process, a UX designer identifies all obstacles that prevent a visitor from completing a purchase. There may be problems with navigation, product search, or lack of convenient functionality.
Hassle-free purchases, easy registration, and checkout processes are those factors that directly affect the sales rating.
Map for the development path
Thanks to the user experience audit, a website is analyzed comprehensively to determine what correction it specifically needs.
When you hire an external design team for UX audit, they will analyze your website or app and provide you with a complete list of those things that have to be changed. A team of specialists has to use their extensive experience and deep knowledge to find out if your website or app needs a slight redesign or a complete codebase audit.
Insights about your users
How well do you really know your target audience? You need to understand and focus on their expectations, needs, and goals, as well as be able to determine what motivates them to perform an action on your website and what prevents them from completing the required task. Conducting a UX audit, you make a significant step to find out the tastes and preferences of your customers better and use this knowledge to improve your website.
Saves on the development
If you can’t solve a problem with your website, it doesn’t necessarily mean that you have to redesign it completely.
Thanks to the UX audit, you will be given a report on how to improve your website user experience and fix specific bugs that will help you get your site back on track. The usability audit seamlessly guides you to redesign, identify specific problems, and after that, moves you to the development stage to fix the individual problems that are impeding your business. UX audit allows you to save money by spending it rationally fixing specific issues on your site instead of the redesigning all screens.
UX audit will help identify problem areas like why the conversion is low and what obstacles arise in the user flow. And it also allows you to build a business strategy based on empirical data. User experience audit is a rational solution for those who observe the risk in global design changes.
If your site has a number of problems, but still brings some profit, there is a fear of changing it or completely redesign. In this case, it is more practical to gradually address the critical issues identified during the UX audit process than to change the site completely.
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