You know your site isn’t performing to its full potential, but you don’t know why. Or worse: you’re unaware that your site isn’t doing well, in which case you certainly don’t know why!
While there are many potential causes for a site not performing well, a likely possibility is a poor user experience. The solution: a UX audit.
A UX audit provides a detailed analysis of a digital platform’s user experience. It places the entire website under a microscope, sifting through each and every component and documenting how well those components contribute to the site’s overarching goals.
For instance, say a certain key CTA (Call to Action) button isn’t getting as many clicks as you’d like. Perhaps the flaw is in the location of the button. Or maybe it’s the size? The color? The microcopy? A UX audit not only identifies the problem, but lays the groundwork for providing a solution that rectifies the underlying cause.
Audits can indicate the general ‘usability’ of a platform, or give a more granular analysis by studying how well the experience engages users, targets personas, and converts. Audits provide thorough feedback and insight into points of both success and failure, and help designers offer strategized solutions based on its findings.
UX audits can also address a common concern for eCommerce sites: shopping cart abandonment. An audit can analyze the checkout process and determine the pain points that cause users to abandon their carts.
Auditing is as proactive as it is preventative. Therefore, audits should be conducted routinely, or at the onset of suspected problems.
UX audits can be performed internally, provided the company has its own in-house design team. But just like editing your own writing, having your own UX team audit its own site isn’t great practice.
For starters, a comprehensive UX audit can take a great deal of time to complete. It’s rarely feasible for an internal UX team to effectively manage an audit on top of their preexisting work.
Besides handling the workload, it’s difficult for an internal team to distance themselves from what’s being analyzed. That’s why UX audits ought to be performed by third parties, such as a UX design company.
Hiring a third party eliminates a great deal of subjectivity and allows for objective and rational analysis. A UX design company has no personal stake, nor are they emotionally invested in the product or service, and therefore possess little to no bias relative to what’s being surveyed and studied in the audit.
Short answer: everyone! Any and all organizations with a website or web-application need to invest in UX audits.
UX audits provide designers with explicit information regarding the elements that are contributing and hindering a platform’s usability. The user benefits from an improved experience, which in turn benefits the business, rewarding their investment with higher conversion rates and better engagement metrics.
Absolutely! A study found that for every dollar spent on an investment of UX, including an audit, brings a $100 return.
A great way to ensure an increase in sales is to invest in a UX audit targeting the conversion funnel of your site. Effective UX equates to satisfied users; they feel good about interacting with your platform, which directly correlates to conversion.
Audits can assess the elements of the UX that influence bounce rates, such as visuals, navigation, and content. For example, if a site’s landing page is flawed, causing high bounce rates, a UX audit would diagnose the specific issue.
Additionally, refined UX can increase customer retention. While content is critical to an organization’s platform, the UX is what keeps the user engaged and on the site. But sometimes it’s difficult to pinpoint which part of the platform is influencing users to stay or leave. UX auditing can easily answer this question and remedy the problem.
UX audits are a critical measure to any website or web-application. They can answer questions like, “why are users not purchasing products?”, “why are users not filling out the contact form?”, or “why are users not returning to the site?”.
If it’s time for your site to undergo a UX audit, get in touch with Codal. We can deliver a comprehensive audit of your entire digital presence—the key first step in delivering a seamless, engaging user experience.