UX Audit: A Stepping Stone to Boost Sales

Imagine you run an E-commerce site and attract a large number of visitors. They select products, add them to their carts, but ultimately don't proceed to checkout. The abandonment rate is increasing, and you start to wonder: "What's wrong with my Website/App?"

The situation above is a clear sign that something in the user experience (UX) needs to be improved. And this is when you should perform a UX Audit (UX Review) to identify the root causes and develop appropriate solutions.

So what is the UX Audit definition? When should we perform a UX Site Audit? And how does this process take place? Let's explore through the article below!

What is UX Audit?

A UX audit (or User Experience Audit) is a comprehensive evaluation and analysis of the user experience on a digital product, such as a website or mobile application. Rather than directly solving current UX problems, a UX audit is focused on uncovering and understanding the root causes of those problems. 

Specifically, a User Experience design audit  aims to answer key questions, including:

• What are the main problems or chaltlenges users are facing with?
• What are the underlying causes or factors contributing to these UX problems?
• What potential UX improvements can be made to enhance the overall user experience?

UX Design Audit is recommended for any business that wants to optimize User Journeys. Businesses can conduct user experience website audits through their in-house UX Researchers / UX Designers / UX Auditor team or outsource to a UX Audit Agency.

In addition, businesses can also conduct automated UX audits by using UX audit tools such as: User Report, Google Analytics, Maze, Hotjar,...

When should we perform a UX Audit?

The most common stages that a company can perform UX Audit include:

• Before UI Design: Before entering the UI Design phase, a UX Site audit can be used to assess the existing information architecture, user flows, and usability of the features. This helps identify potential issues or areas for improvement before the UI design and development work begins.
• Performance Issues: If a company is experiencing UX metrics, such as high bounce rates, cart abandonment, or poor user engagement, a UX audit can pinpoint the root causes.
• Redesign: UX Audit can be performed when a business needs to improve its Website/App, helping to assess the User Flow and identify issues that hinder users from performing tasks on the product.
• Periodic Review: Proactively conducting a UX audit every 1-2 years is recommended, even for established digital products. This regular assessment ensures the user experience remains optimized and keeps pace with changing user expectations, device capabilities, and industry best practices.

How does the UX Audit process work?

When it comes to carrying out a UX audit, businesses have the option to leverage their in-house team or engage an external design agency. While using the in-house resources can help save costs in the long term, conducting UX design outsourcing to a specialized UX Design Agency can bring more in-depth and objective results.

Now, let's explore the 5 basic stages in the UX Audit process!

Step 1: Clarify business objectives

Before starting, it is necessary to hold a meeting between the stakeholders to agree on the objectives of implementing UX Audit (Increase conversion, Improve user experience on Website/App,...). From here, the Audit team can accurately plan the work to be done, the resources needed, and identify the metrics to measure the results, to ensure the progress of completion as well as the effectiveness of the Audit.

Note: Setting goals is essential, but setting the right goals is the key!

As management consultant Peter Drucker famously stated, "What gets measured gets improved." To ensure the goals are well-defined, it's recommended to apply the SMART framework:

• Specific
• Measurable 
• Attainable
• Relevant
• Time-bound

For example: Instead of a broad goal like "Increasing website conversion," a more SMART-aligned objective could be "Increase website conversion rate by 20% in 6 months from Q2 to Q4 2024." This type of goal meets 4 out of the 5 SMART criteria, with the "Attainable" aspect requiring an analysis of past revenue growth to set a realistic target.

In particular, you need to look at the revenue growth in the previous 6 months or in the same period of 2023. If the growth in the previous period was only 2%, maybe a figure of 5-8% would be more appropriate!

Step 2: Conduct UX research

UX research helps designers gain a comprehensive understanding of users' needs, expectations, and pain points. By putting themselves in the users' shoes, designers can make informed assessments and identify improvement opportunities.

If the company has previously created user persona documents, designers can leverage that existing information. However, if no such resources are available or the business wants to explore new user trends, designers can conduct fresh user interviews or surveys to gather new in-depth insights about user behavior and needs.

Step 3: Examine UX metrics

In this stage, the UX audit team needs to analyze quantitative data from various analytics tools (such as Google Search Console, Google Analytics, Semrush, Hubspot,...) to identify underperforming user flows on the website or app. Some key UX metrics to consider include:

• Conversion UX metrics: This represents the success of your company when it is related to the number of people who take the intended action.
• Customer care data: Includes information collected from interactions with customers, such as feedback and questions about the website. This data shows the areas where you are not performing well and the areas where you can improve.
• Traffic/engagement: Tells you how many people visit your website. The more quality traffic comes to your website, the more potential customers you have.
• Average session duration time: Calculates the average duration of a user's session on a website. It allows you to identify how long visitors spend on your website, which can be a good starting point for identifying pain points in the customer journey.
• Pages-per-session ratio: Calculated by dividing the number of page views by the total number of sessions. It is used to determine how engaging your website is.
• Mouse hover, clicking, scrolling: Helps you understand which pages on your website are most popular and how visitors behave when they are on your page.

By closely analyzing this diverse set of UX metrics, the audit team can gain a comprehensive overview of the current state of the user experience and identify key problem areas to address.

Figure out more: The Power of the UX Pyramid in User-Centered Design

Step 4: Apply Usability Heuristic evaluation

After identifying problem areas in the user experience, the next step is to apply usability heuristics to detect specific design errors.

Usability Heuristics (or Heuristic UX Audit) is a set of 10 principles used to evaluate Usability and detect UX errors in user interface design. It was introduced in 1990 by Jakob Nielsen and Rolf Molich, two experts in Website Usability.

Note: A study shows that 43% of UX Issues detected through Usability Heuristics are not real errors. Therefore, designers often combine heuristic evaluations with Usability Testing, where they observe real users interacting with the product. 

This combined approach helps verify which problems are truly impactful and worth addressing, thereby optimizing resources in the Web / App Redesign process.

Take a look at the blog: What is Responsive Design? How to optimize Responsive Web Design?

Step 5: Record findings and propose solutions

Once the evaluation process is complete, the UX audit team will synthesize their findings and proposed solutions in a detailed design audit report. This report will clearly document the specific usability issues identified, noting which heuristic principles they violate (e.g. H1, H2, H3, etc.).

The issues will also be classified by their level of impact on the user experience, ranging from "Lowest" to "Critical." This prioritization helps the designers make improvement recommendations that are appropriately suited to the project's resources and timeline.

Conclusion

While a UX audit may not be a core component of every design process, it is an invaluable investment that helps businesses proactively identify and mitigate potential risks in their digital products. By thoroughly assessing the current state of the user experience, companies can make data-driven decisions to optimize their websites and applications.

So, what is the current state of your product? If you are looking for a reliable UX Audit service provider to health check your website/app, our design experts at Lollypop - A Terralogic company are ready to provide the meticulous examination of your digital product needs.

Lollypop Design Studio is one of the top UI UX design companies, providing comprehensive UX Audit solutions (such as UX site audit, UX content audit, UX UI Audit, Audit UX application,...) across digital platforms. Contact us today to discuss the UX audit process tailored to your unique needs and goals!