If you plan to identify all the disadvantages of your app or website, which is the main reason for losing customers. Then you need a thorough website analysis by experienced designers, based on the advice of which you can refresh the design UX.
The audit of your service is a detailed professional analysis of the indexes, which is conducted by several specialists, the report is based on specific illustrations, supplemented by the exact figures and comments from experienced specialists. It is a website ux audit checklist for help to carry out a detailed analysis of the weaknesses and strengths of the site; advice on how to improve the quality of the product.
UX audit to identify interface errors
When it’s useful:
- If the site converts poorly and noticed problems with usability.
- To decide which way to develop the project further – evolutionary or revolutionary.
- To collect and analyze data about users’ interaction with the site.
- For those who are looking for a partner and want to test it in action with minimal effort. Such a small amount of work will help to make sure that the company is competent.
This type of UX audit includes stages:
1. Gathering requirements
Communication with the owner and other stakeholders, the definition of the target audience, its needs and goals, registering complaints and expectations of users, analysis of analytics indicators, if they are provided.
In some cases, additional tools may be connected, such as heat maps, services for collecting feedback, etc.
2. Search for errors
To do this, experts study the interface of the site:
- Analyzing the user’s path from the first interaction page to paying for the product.
- Checking conversion paths: Analysis of all key pages that the user goes through to place an order.
- Analysis of all pages involved in user scenarios. All versions of the site from adaptive to the desktop are checked.
- Analysis of structural elements: whether the navigation is clear, whether sections are conveniently lined up, whether filters and links work correctly.
- Evaluation of technical parameters: loading and display speeds on different devices, cross-browsing, the functionality of all elements;
- Analysis of content quality: consistency, readability, the correctness of images and videos, compliance of content with the purpose of pages.
3. Formation of hypotheses
Based on analytics data and its own experience, Tino offers its clients a number of hypotheses about the problems and pains of user interaction, specifically your target audience.
4. Drawing up a report with recommendations
In the report, you will find:
- research methodology used;
- description of the detected interface issues, with screenshots for visualization;
- recommendations for error correction;
- prioritization of the work to be done, according to the degree of criticality.
Thus, you end up with a detailed guide to action.
Usability audit to improve KPIs
A usability audit to increase revenue is an integral part of the evolutionary approach to website design. The main purpose of such an audit is to identify problems and areas of product growth in order to improve key metrics and increase revenue. In fact, it is the beginning of a controlled optimization process.
Such an audit involves the connection of additional tools and a detailed study of web analytics to get an objective measure of the effectiveness of the site. Then, after making changes to the interface, you can compare the results “before” and “after”.
As a result of such an audit, you get several documents:
- a detailed report on identified bugs and growth areas
- a cross-section of correct analytics data on the current effectiveness of the site
- a table with hypotheses, ranked by priority
When it is useful:
- For online stores that don’t need a complete redesign.
- When there is a problem with the usability, because of which the site does not bring the desired profit, or growth areas that are worth developing.
- Usability audit helps to draw the right conclusions based on analytics, to better navigate the work of online channels, not only to get advice from an expert but also to adopt some of his knowledge in matters of e-commerce. The purpose of this approach is not the result in the form of a report or table, but an ongoing process of development. Therefore, this audit is suitable only for a mature business that is looking for a reliable partner for online development.
The process consists of these steps:
1. Requirements gathering
An immersion in the subject area takes place: web analytics is analyzed, and a study of the niche, business processes, and the target audience of the site is carried out.
The potential of the online store is assessed based on existing data: the average transaction cycle, traffic sources, analysis of user behavior and path, etc.
2. Setting up website analytics and other tools
Google Analytics and Google Tag Manager settings are checked. Lay out the funnel, which, in turn, is divided into micro-funnels. Tino configures and provides you with audience engagement reports, analyzes data by page and catalog section, and correlates committed actions with micro and macro conversions.
Marks the necessary events in the user’s journey for the data to be sent to Google Analytics.
Conversion paths are tracked using heat maps, scroll maps, web view, exit intense popup, UX feedback, etc.
The collected comments are then analyzed and broken down based on the problems identified by the users.
3. Finding bugs and growth areas
Analytics data is collected and tracked for 2 weeks. The data and interface are analyzed.
4. Hypothesis making
All observations and data from custom reports are entered into a document in the form of charts and tables for further comparisons and identification of correlations. Hypotheses and recommendations for implementation are generated based on these data.
5. Report generation
Prioritization of each hypothesis in terms of its impact on key metrics. The order of implementation of interface solutions is evaluated and agreed upon, and their commercial effectiveness is calculated.
In this way, Tino provides business owners with a structured list of recommendations based on qualitative and quantitative indicators of the audit performed.
Who is suitable for such UX-audit
This option is suitable if your project is profitable, but it has not reached its full potential and there is room to grow. Such an audit is the beginning of the evolutionary redesign process and in fact, it is a ready action plan to improve the interface, based on numbers and analytics data.
Already at the stage of implementing the first recommendations, you will see how your site’s KPIs are changing.
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