What can a UX review uncover about your website?

Is your website not performing as it used to and you‘re struggling to meet business goals? Has growth stumped and are competitors hot on your heels?

The importance of a good user experience is vital to having a successful business in today’s digital landscape. But it’s not just about creating a shiny new website and releasing it into the wild to wow potential users anymore.

We need to iterate, analyse and research to improve the usability of a website. It sounds complicated, I know, but all it takes is three steps.

How we deliver a UX review

Part 1: The current audience

Assuming we know what users think is a sure way of failing, so first, we must understand the audience. We do this by using:

  1. Data (Google Analytics / Social Analytics / Email Analytics / Hotjar)
  2. User Research (Personas / Polls / Interviews)
  3. Competitor Research

This gives us enough information to understand our user’s goals and their motivations. It also paints the picture of how the competitors are currently targeting their audience.

So how can we apply this knowledge to improve the website experience?

Part 2: Establish key user journeys

No user journey starts with the website. It could start with a Google search, a Facebook post or even a link on Reddit! So we cross-reference the top landing pages with the highest bounce rates, to uncover sticking points in key user journeys. We combine this insight with a user’s intent, in order to make the best recommendations.

For example; Lyndsey visits a website via a search engine, intent on buying a 1 bedroom flat. The landing page lists out the price, location and contact details but Lyndsey is a visual person, she buys with her eyes. The bounce rate is high and Hotjar recordings show mouse activity around the only image on the page.

With this insight, we can create a recommendation for a gallery of apartment images.

Part 3: Document recommendations

After uncovering all the magic, it’s time for the exciting part. Documentation. This should show how the recommendation would improve the user journey, what evidence backs it up and how we would implement it.

Some recommendations will be easy to change and others more complicated, so we split them into quick wins and business challenges. A quick win could be moving a CTA, and a business challenge could be integrating live chat.

Making it accurate and actionable

The pessimists out there will say this is a lot of guesswork because the data isn’t qualitative, but when you haven’t got the budget, what are your options?

Our UX reviews target the key pain points of popular user journeys, so the data we’re dealing with is quantitative. The quality comes from cross-referencing it with real user feedback using Hotjar.

And here’s the bonus: We test our recommendations before implementation, so if the result isn’t what we predicted, we can alter the change to improve performance.

So, why invest in a UX review?

A UX review is a great way to uncover actionable insights in your user journeys. It requires a low level of commitment but delivers a high return on investment; helping form a short-term strategy you can actually put in place.

If you feel like your website could benefit from a UX review then don’t hesitate to get in touch.