Have you ever heard of a “UX audit”? Imagine you have a popular e-commerce website. Visitors discover your page through both search engines and social media channels. They browse your products, put their favorites in the cart, and continue the payment process. Yet ultimately, they give up on the cart. As the desertion rate rises, you begin to wonder what will happen to your site. The UX audit kicks in at this point, and in my opinion, it will definitely help you boost your online sales!
In this article, I will explain what this term means, why it is important and how it helps increase revenue for businesses on digital marketplaces.
A UX audit is a process of identifying problems affecting the user experience on digital products, such as websites or applications. Although this technique does not solve the existing problems, it answers some important questions.
According to the Adobe State of Content report, businesses would be at risk of losing their audience, if their website is slow-loading and difficult to use. Specifically, 73% of respondents highlight the importance of the content displayed on the device. In addition, 64% emphasize the “overall good design” of a website. UX Audit not only focuses on how a site is designed consistently and aesthetically, but it also proposes a strategic plan for businesses to improve their online presence.
UX Design Audit is recommended for every digital commerce business that desires to optimize the user journey. While companies that own a UX team can periodically examine and improve their website or apps, those without an in-house team can conduct a UX Audit by hiring a third party.
UX audits may be carried out whenever new websites or applications are being developed or while revamping older ones. With reference to redesigning projects, UX audit will definitely help companies evaluate current user flows and spot problems and bottlenecks that impede users from carrying out their intended tasks.
Audits can also be conducted proactively, once every 2 years, outside of the design cycles of a product. This initiative aims to ensure the product’s effectiveness in serving user needs and maintaining usability standards.
The same procedure may also be used to evaluate a new digital product before its introduction. As a result, you can make immediate adjustments to enhance user experience and prevent financial losses.
It can be members of your in-house team, or an external agency to conduct the UX Audit. However, if you want an unbiased outcome based on genuine visits, hiring an external agency is a more suitable option. In any case, be sure to state your company’s goals. Here are some questions to ponder at this point:
What can be measured, can be improved! Make sure you set the right goal and keep in mind the right metric so that the whole business doesn’t go off track. Follow the S.M.A.R.T. model for setting Specific, Measurable, Attainable, Relevant, and Timely goals.
For example, the goal of any e-commerce website is to increase sales. However, this goal seems to be so broad, making it impossible to predict when and how close your business will be to achieving it. Instead, it is crucial to keep in mind the S.M.A.R.T model objective, which essentially directs you to concentrate on growing your sales by 30% from the first quarter to the second quarter.
Remember to define your website’s overall objectives and the responsibilities of each landing page. For instance, suppose you set a target of boosting revenue by 30% over the prior quarter. To achieve this, you’ll employ a range of tactics, including upselling, cross-selling to existing consumers, finding new customers, and presenting new promotions. You can also take the route of launching a “Buy one, get one” free promotion. Your website should now be in charge of generating mailing lists so that you can send out new offers to your clients.
A consumer giving their name and email address, in the previous example, is a conversion. However, for other product landing pages, the conversion will be an “add to cart” or a successful payment. Knowing what to expect from a landing page keeps your attention focused on optimizing the content and conveying the call to action.
Making a customer persona is only the beginning of understanding customers. At a deeper level, you will need to know their pain points and their intention when clicking on a website URL. You will be able to conduct better SEO and lower the bounce rate, resulting in more sales, if you can identify your customer’s genuine pain spots and hidden needs. This way, you can make sure your organization provides the appropriate solution for the target audience.
You’ll need to evaluate the data you’ve gathered from Google Search Console, Google Analytics, Semrush, Hubspot, or any other tool you’ve been using to track your website’s performance, at this stage. Keep these numbers in mind because they reveal a lot about your company’s performance:
Keep an eye on your site’s accessibility throughout the customer journey, because nothing can be done if users are unable to navigate it. Make sure your website meets the auditory, cognitive, neurological, physical, and visual standards, as well as the needs of your target audience. Keep in mind the different types of visitors based on the devices they use (mobile, desktop, and smart TVs), their age, any physical limitations, and the region they live in.
Have a Customer Journey map beside you when taking a UX Audit. By putting yourself in their shoes, you can understand people’s intentions when they arrive at your landing page and how they interact with all of the components on your website. Make every effort to draw their attention to the appropriate areas.
Don’t forget to keep track of everything you’ve accomplished up to this point. Put all of the data on one page to make it easier to organize and compare. Create a column for solution suggestions, and then have your entire team get down and decide on the next steps. Investing in the best UX Practices might help you come up with good solutions.
With all of the UX/UI problems in mind, we offer step-by-step suitable solutions for each. We also create extensive reports that include roadmaps, quick wins, and strategic design orientations.
To demonstrate the significance of UX, consider a real-world example of a cafe. When you have a good coffee shop experience, you will:
From a business standpoint, every one of these factors translates to a higher conversion rate, improved customer engagement, better brand loyalty, increased customer lifetime value, and, yes, more sales and revenue.
A good UX audit implementation makes major improvements to your digital marketplace. If you spend 10% of the development budget on UX, you’ll get an 83% conversion lift – according to Jacob Nielsen’s research. Additionally, customers will be willing to pay more for the experience qualities that matter most to them. According to research by PWC, 43% of consumers prefer greater convenience, 42% would pay more for a friendly, welcoming experience; and 65% of U.S customers are more influenced by a positive brand experience rather than a brilliant commercial.
A UX audit requires considerable investment in terms of time and human resources and money. However, its benefits to companies’ digital products are visible. By conducting a UX audit, you can optimize your websites and apps and promote conversions.
So, are you ready to increase revenue on digital marketplaces? If you want to work with a team of experts who are passionate about creating exceptional designs that meet your business needs, then look no further than Lollypop Design Studio Vietnam. Contact us today to learn more about our services and how we can help you take your design to the next level.
