UX audits
UX audit otherwise known as expert analysis is a study of the existing website leading to increase its effectiveness. It is the basis for introducing changes and improving a website according to users’ expectations. Sometimes it leads to a decision of a complete website reconstruction.
HIGHER CONVERSION THROUGH OPTIMISATION
Our UX audits allow you to benefit from optimisation aimed at increasing conversion and customer acquisition. Website usability studies are carried out by internet marketing experts – who are familiar with both business problems and the behaviour and perception of users – their internet use and decision-making process.
METHODOLOGY
The first stage of the audit is analysing the client’s current marketing strategy or highlighting its framework assumptions.
First of all, it is necessary to define the objectives of the company’s presence on the internet, which clients it wants to reach and which forms of advertising it uses. For example, whether a Google AdWords campaign or advanced SEO optimisation is planned.
Our questions and interviews with the client help to determine the user profile to focus on by analysing the website interface, navigation, information structure and usability tests to determine what should be done or improved on the website.
Most often UX audit is based on two effective methods in this field, data from Google Analytics and knowledge of our UX experts. The first is heuristic evaluation, which is based on the study of heuristics, i.e. rules and guidelines developed, among others, by Nielsen and Molich, which allow usability evaluation.
The second of these is cognitive walkthrough analysis, a technique in which the analyst takes on the role of the user and carries out step-by-step activities, thus examining the various processes on the website.
AUDIT OBJECTIVE
After the client accepts the prototype of the website, we move on to designing its graphics. We design the layout of the main page and all the necessary subpages in WEB resolution (desktop) and appearance for smartphones.
DATA AND INFORMATION LAYER
Data and information layer
The analysis concerns the way the content, presentation and arguments are organised. A good website must have an information architecture subordinated to the achievement of the goal, and the user visiting the site must receive what he or she expects. At the same time, the structure of the website’s categories should guide the visitor in the right decision-making scheme, usually coinciding with the phases of the sales funnel: interest – conviction – decision – loyalty.
Logical layer
Here the usability audit covers mainly the usability of the website, use of built-in applications and functionalities as well as the navigation method. We check whether the applied solutions allow for intuitive navigation both in desktop and mobile versions.
The analyses also cover the way of using the implemented functions – programmes responsible for handling particular interactions in the browser. Usability is one of the key aspects of the audit. It concerns satisfying the needs of an Internet user related to his/her expectations – what he/she needs a website to do.
We identify problems by embedding appropriate codes tracking behaviour on the website and based on our own experience in user-centered design. Using the tool of video recordings we are able to determine what hidden logical errors the page contains.
In this way we look at the website through the eyes of a real user. The information architecture and the way a website is used make up the user experience (UX), which is the core of our expert heuristics.
The presentation layer
Selling a service or product today involves more than just getting the right arguments across to the end user. It depends above all on actions aimed at evoking specific emotions and involvement. Design – the project must play the role of a tool to evoke desired associations: trust, exclusivity, professionalism or any other associations defined by the marketing of a given business. UI (User Interface) tests, on the other hand, focus on graphic correctness, readability and adjustment to the target group.
A UX audit takes into account how individual graphic elements influence user perception and behaviour. What associations and emotions they evoke and whether the style is consistent with the entire marketing concept.
The use of focus studies and similar methods is considered – as a research method – to be the most reliable, but it is connected with high costs. Our experience in the design and implementation of effective websites and services allows us to reduce costs dramatically by using our knowledge for this purpose.
Our auditing services are based on reliable knowledge and many years of practice. The analytical data obtained leads to research and tests aimed at reducing errors that affect conversion. Consequently, they open up the possibility of creating such interactions with users so that the service works according to the best standards of optimisation.
A UX audit takes into account how individual graphic elements influence user perception and behaviour. What associations and emotions they evoke and whether the style is consistent with the entire marketing concept.
The use of focus studies and similar methods is considered – as a research method – to be the most reliable, but it is connected with high costs. Our experience in the design and implementation of effective websites and services allows us to reduce costs dramatically by using our knowledge for this purpose.
Our auditing services are based on reliable knowledge and many years of practice. The analytical data obtained leads to research and tests aimed at reducing errors that affect conversion. Consequently, they open up the possibility of creating such interactions with users so that the service works according to the best standards of optimisation.
REPORT – WHAT DOES A UX AUDIT GIVE YOU?
The analytical report, which is the final result of the UX audit, presents both a diagnosis of the website, which allows defining a list of elements to be improved, along with suggested changes. Their implementation depends on the priorities of particular goals defined in the company and the adopted principles of communicating with the market. At the same time, the auditing agency may but does not have to be the one to implement the changes suggested in the audit.
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