UX Audit

We find out the goals and objectives of the project. We specify the problems that need to be solved. This is a preparatory stage, without which it is impossible to develop an effective promotion strategy. We need answers to a few basic questions:

• What are your goals and objectives for a UX agency?
• What business areas (services or product categories) are your priorities?
• What are your main KPIs and what tools do you use to track them?
• What are the possibilities and restrictions on making changes to the site?
• Who do you consider your main competitors?

We will also ask you about your previous UX experience (if any): what the main difficulties were, why the desired results were not achieved and what did not suit you in the approach of the previous contractor.

You provide us with access to web analytics systems and we begin to study the statistics in detail. We also analyze the main competitors that are best ranked by target keywords. To formulate the requirements for the selection of focus groups for site testing, we consider:

• gender and age of customers compared to the number of purchases they make;
• device type and screen resolution to identify the least converting ones;
• traffic channels;
• entry pages, to identify the least converting ones.

As a result, you get:

• Focus groups – segmented by gender/age, browsers used and screen resolutions.
• A work plan – what work will be carried out, what specialists and at what stage will be involved.
• Forecast of results. For a correct forecast, it is important to have access to web analytics data.

We carefully study the style guide or brand book of the company and identify inconsistencies in the style in the current design. This allows you to immediately, at the UX audit stage, identify problems:

• With CTA buttons. Figure out why users ignore call-to-action buttons and fix the problem.
• Feedback forms. We figure out how intuitive it is to fill out the forms.
• Images. We find the images that stand out from the consistent style in terms of design and compatibility with graphic labels accompanying goods or services.

We study the main pages of the website in desktop and mobile versions and identify the most critical problems that prevent users from performing targeted actions. Thanks to the elimination of errors in the structure and navigation of the website:

• the number of bounces is reduced;
• the time spent by the customers on the site increases;
• the viewing depth increases.

By eliminating errors that are an obstacle to the completion of the target action:

• conversion % increases;
• average purchase amount increases;
• the number of goods in one transaction increases;
• the number of transactions increases.

We study the specifics of your business and the consumer market segments that your products or services are aimed at. To do this we:

• study competitors;
• analyze the presentation of competitive advantages;
• study communication channels;
• develop individual parameters for assessing the effectiveness of the site: functional and content elements;
• select tools to increase conversion.

Upon completion of work, you will receive:

• a report in the form of a presentation with identified problems and proposed solutions;
• a layout with problem areas;
• recommendations for improving the site without a complete redesign;
• a checklist in Excel to control the implementation of our recommendations.