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UX audit, otherwise, expert analysis is the study of an existing website leading to an increase in its effectiveness. It is the basis for introducing changes and improving the website, following users expectations. Sometimes it leads to a decision about the complete reconstruction of the website.

Our UX audits allow you to benefit from optimizations aimed at increasing conversion and customer acquisition. Web site usability surveys are carried out by Internet marketing experts - who know both business problems as well as user behaviour and perception - their way of using the Internet and the decision-making process.

Methodology

The first stage of the audit is to analyse the current client's marketing strategy or to highlight its framework assumptions.

First of all, define what goals are set before the company's presence on the Internet, what clients it wants to reach, and what forms of advertising it uses. For example, whether a Google AdWords campaign or advanced SEO optimisation is planned.

Our questions and customer interviews help to define the user profile on which to focus by analysing the website's interface, navigation, information structure and tests in terms of usability, to determine what to do or improve on the website.

Most often, the UX audit is based on two effective methods in this field, data from Google Analytics and the knowledge of our UX experts. The first one is heuristic evaluation, which is based on the study of heuristics, i.e. principles and guidelines developed, among others, by Nielsen and Molich, which allow us to evaluate in terms of usability. The second one is a cognitive walkthrough, a technique in which the analyst plays the role of the user and performs step by step the subsequent steps that examine the various processes on the page.

The purpose of the audit

The effectiveness of the website is a result of the interaction of several layers - making up the final effect: increasing sales in the online store, establishing an email contact, setting up an account on a B2B site, sending a contact form, telephone or any other desired response leading to an increased number of conversions.

Stages of usability analysis:

1 Data and information layer

The analysis concerns the organisation of presented contents, presentations and arguments. A good website must have an information architecture that is subordinate to the goal, and the visitor must get what they want. At the same time, the site category structure should guide it following the right decision-making scheme, usually convergent with the sales funnel phases: interest - belief - decision - loyalty.

2 Logical layer

Here, the usability audit primarily covers the usability of the web site, the use of built-in applications and functionality, and the method of navigation. We check whether the applied solutions allow for intuitive navigation on the website in both desktop and mobile versions.

The analyses also concern the way of using the implemented functions - programs responsible for handling particular interactions in the browser. Usability is one of the critical aspects of the audit. It applies to satisfy the needs of the Internet user related to his expectations - for which he needs the website he has visited.

We recognise problems by embedding relevant codes to track behaviour on the site and based on our own experience in user-oriented design. (User Centered Design). Using the tool which are video recordings we can determine what hidden logical errors the page contains - by this method, we look at the website through the eyes of the real user. The information architecture and the manner of using the website make up the User Experience (UX) - which is the main element of the heuristics of our experts.

3 Presentation layer

Today, the sale of services or products is not only about finding the right arguments for the final recipient. It depends primarily on actions aimed at evoking specific emotions and involvement. Design - a design must fulfil the role of a tool for generating desired associations: trust, exclusivity, professionalism or any other defined by the marketing of a given business. In turn, UI (User Interface) tests focus on graphical correctness, readability and matching to the target group.

The UX audit takes into account the influence of particular graphic elements on the user's perception and behaviour. What evoke associations and emotions, and whether the style is consistent with the whole marketing concept.

The use of focus tests and similar methods is considered - as a research method - to be the most reliable but is associated with high costs. Our experience in the design and implementation of active websites and websites allows us to dramatically reduce costs, using primarily our expert knowledge for these purposes.

Our audit services are based on reliable knowledge and many years of practice. The acquired analytical data leads to research and testing aimed at limiting errors affecting the conversion. Consequently - opening the possibility of creating such interactions with users, so that the website will work following the best optimisation standards.

Report - what UX audit gives?

The analytical report, which is the final result of the UX audit, presents both the diagnosis of the website, which allows determining the list of elements to be improved, as well as suggested changes. Their implementation depends on the priorities of individual goals defined in the company and the accepted principles of communicating with the market. However, the audit agency may or may not be the one that will carry out the changes suggested in the audit.

Selected realistations