A user experience audit (UX) is a full assessment of a website’s usability and design. It aims to identify areas on a site that can be improved and uncover issues that may hinder user engagement and conversion rates.
With insights from our experts, we’ll guide you through the basics of a UX audit and provide a step-by-step guide to conducting one for your website. We’ll also showcase the best UX audit tools and recommend top UX agencies to help you achieve results.
Table of Contents
- What Is a UX Audit?
- UI Audit vs. UX Audit: What’s the Difference?
- What Happens During a UX Audit?
- How To Conduct a Website UX Audit: A Step-By-Step Guide
- What Does a UX Audit Tell You?
- Top 5 Benefits of a UX Audit
- Free UX Audit Checklist
- 4 Best UX Audit Tools
- When Do You Need a UX Audit?
- How Much Does a UX Audit Cost?
- Top UX Agencies To Conduct Your UX Audit
- Wrapping Up on UX Audits
What Is a UX Audit?
A user experience (UX) audit is the process of evaluating the experience your website or mobile application provides to its users. It helps you identify problematic areas in your website or mobile application that prevent your users from taking desired actions (such as purchasing your product) or cause them to abandon their user journey entirely. Think of it as your website or mobile app’s much-needed health check-up.
UI Audit vs. UX Audit: What’s the Difference?
A UX audit focuses on how you can improve your website’s user journey — this includes elements like the navigation bar and CTA buttons — guiding users from the moment they first encounter your brand until they convert and complete a desired action, such as buying an item.
Questions to consider when conducting a UX audit include:
- Who is my target audience?
- Is my website’s navigation menu intuitive?
- Are my website calls-to-action (CTAs) specific?
- Are my e-store's payment options limited to only a few payment gateways?
On the other hand, a user interface (UI) audit focuses on how the design elements — such as typography, images, and color palette — of your website can enhance or hinder the user’s interaction.
Questions to consider when conducting a UI audit include:
- Are the images used for my website appropriate for my target audience?
- Is my website color palette functional or is it for only decoration purposes?
- Is my website typography ADA compliant or are they too small to read?
What Happens During a UX Audit?
During a UX audit, a thorough evaluation of a website’s user experience is conducted to identify areas that need improvement. Here’s what typically happens:
- Heuristic evaluation: Experts assess the site against established usability principles.
- User journey analysis: The paths users take on the site are mapped out to understand their experience.
- Accessibility review: The site is checked for compliance with accessibility standards.
- Content analysis: The quality, relevance, and structure of content are evaluated.
- Performance metrics review: Data like bounce rates and conversion rates are analyzed.
- Competitive benchmarking: The site compares competitors to identify strengths and weaknesses.
Addressing these key areas allows a UX audit to provide beneficial insights that can significantly enhance the overall user experience.
Typically, a UX audit is conducted by an expert, such as a UX agency.
How To Conduct a Website UX Audit: A Step-By-Step Guide
Here are the five key steps that agencies or freelancers follow to conduct your audit:
- Onboarding
- Gathering data
- Interviews and usability tests
- Organizing and analyzing the collected data
- Recommending improvements
1. Onboarding
Before diving into your UX audit, the UX agency must understand your offerings and business goals so they can start setting up the key objectives while managing your expectations. This step will help the agency understand the direction of your UX audit, which research methods they can utilize, and whether they can meet your requirements and goals.
In this stage, they will conduct interviews with you to get a better understanding of your business and existing challenges. The agency will also research your target audience, find out the possible reasons for your website’s low conversion rate, and test your current user journey.
2. Gathering Data
Once the UX agency understands your goals and pain points, they can now start gathering the data they need to perform the audit, such as your website’s conversion rates and web analytics.
Here are some key sources of metrics and materials the agency can use to conduct a UX audit:
- Heuristic product evaluation: Heuristic evaluation is a method where experts utilize guidelines to measure the usability of a user interface or user experience for reporting purposes. Experts use Nielsen’s heuristics to view your website or mobile application from your audience’s perspective.
- Website and mobile analytics: While heuristic evaluation offers qualitative data (characteristics and qualities), analytic tools such as Google Analytics provide measurable data. Quantitative data includes traffic flows, traffic sources, trends over time, conversion and abandonment rates, and user behavior.
- Conversion rates: Before the agency determines your conversion rates, they will need to figure out what exactly you want to measure first. If you own an eCommerce site, for example, your conversion rate is measured by how many of your users purchase your product. The agency can track your website’s conversion rates with Google Analytics.
3. Interviews and Usability Tests
After gathering quantitative data, the UX agency will dive deeper into your users’ experiences by acquiring feedback from actual users through surveys.
The agency will also consult with your website developers to gain insights into ongoing development challenges. The data gathered from user surveys and interviews will be validated through usability tests or design tests performed by representative users, such as UX researchers and quality assurance participants.
Conducting these usability tests helps uncover existing challenges (such as a complicated checkout process), identifies opportunities to improve your UX (like adding more payment gateway options), and provides a better understanding of your users’ preferences and behavior. For instance, simplifying the checkout and offering multiple payment options can increase the likelihood of conversions.
4. Organizing and Analyzing the Collected Data
The UX agency will then organize all the data gathered about your website’s UX, typically using spreadsheets for organization. Once the data is organized, the agency can start analyzing the findings to pinpoint user frustrations when interacting with your site and areas for improvement.
In addition to A/B testing (comparing two versions of a webpage), the agency may also conduct a screen-by-screen analysis of your website, such as testing how responsive your website is across different devices. This helps determine which version offers a more accurate and user-friendly experience.
5. Recommending Improvements
Once the UX agency analyzes the data, they will provide their recommendations to improve your website’s user experience. During this stage, the agency will walk you through each area that needs improvement, explaining the potential impact of each recommendation.
To implement these improvements, the agency will hand over the completed UX audit to your development team. Typically, improvements for your UX cover three areas: responsive web design, messaging, and accessibility.
Responsive Web Design
According to Statista, mobile devices generated 58.67% of global website traffic in 2023 alone. This means that your website should cater to every device and screen size, making responsive web design crucial.
Responsive web design ensures your website pages display accurately on any device, regardless of screen size. Improvements in this area might include running quality assurance (QA) tests to ensure your website looks accurate and works properly on all devices — whether old or new — and measuring overall website performance.
Messaging
While messaging may seem like an unlikely factor when conducting a UX audit, it plays an impacting role in your customers' journey. Typically, a UX audit often identifies messaging issues such as missing headers, chunks of text, and vague product descriptions, which could be contributing to low-performing pages.
For example, if your product descriptions are recycled from manufacturers or if your web copy is too long and difficult to read, you risk losing the interest of both your existing and potential customers.
Accessibility
60% of people worldwide who have internet access live with some form of disability. Regardless of your industry, there are likely customers with a disability or limitation who visit your website.
Whether your user is learning-impaired, blind, or deaf, your website is legally required to be accessible to everyone. You can find the accessibility testing guidelines in Section 508 of the Rehabilitation Act of 1973, which were refreshed in 2017 and finalized in 2018.
What Does a UX Audit Tell You?
A UX audit tells you where your website excels and where it falls short in terms of user experience. It provides detailed insights into usability issues, design flaws, and potential barriers that may prevent users from achieving their goals.
Specifically, a UX audit can reveal the following:
- Pain points: Identifies areas where users struggle or abandon tasks.
- Design inefficiencies: Highlights inconsistencies or outdated design elements.
- User behavior patterns: Uncovers how users interact with your site and where they might get frustrated.
- Conversion obstacles: Pinpoints issues that could be hindering conversions or engagement.
Such data allow you to make informed decisions about improving your website’s performance. They ensure your site better serves your users and aligns with your business objectives.
Top 5 Benefits of a UX Audit
UX audits offer a range of significant benefits that can enhance your digital products. Here are the top five advantages this type of audit provides:
- Improved user satisfaction: A UX audit helps identify and address usability issues, which results in a more seamless and enjoyable experience for users. Satisfied users have a higher likelihood of returning and recommending your product.
- Increased conversion rates: By optimizing the user journey and eliminating barriers, a UX audit can significantly improve conversion rates. When users find it easier to navigate and complete tasks, they are more likely to convert into customers.
- Enhanced usability: A UX audit uncovers design flaws and areas where users may struggle so you can improve your site and make it more intuitive. Improved usability ensures that users can accomplish their goals quickly and efficiently.
- Better accessibility: Ensuring your website is accessible to all users, including those with disabilities, is another key benefit of a UX audit. Doing so helps you comply with accessibility standards and make your site usable for a broader audience.
- Data-driven decisions: A UX audit provides actionable insights based on real user data, which lets you make informed decisions. This data-driven approach ensures that any changes you implement are backed by evidence, reducing the risk of costly redesigns.
Free UX Audit Checklist
While a UX audit offers numerous benefits, it won’t deliver results if you don’t follow the right approach. Conducting a thorough audit requires a structured process to ensure all critical aspects of the user experience are evaluated.
To help you get started, here’s a free UX audit checklist that you can use:
- Define your objectives: Before starting the audit, define what you hope to achieve. Would you like to increase conversion rates or identify usability issues? This helps you focus your efforts and see the success of your audit.
- Analyze user behavior: Gather data on how users interact with your site through tools like Google Analytics or Hotjar. Look for patterns, such as high bounce rates or abandoned shopping carts, that could indicate problems. This provides useful insights into where users struggle and what might be causing frustration.
- Evaluate website navigation: Check if your website’s navigation is intuitive and easy to use. Users should be able to find what they’re looking for without confusion or excessive clicks. Poor navigation can be frustrating and lead to high exit rates.
- Assess visual design: Your website’s visual design should align with your brand. Consistency in design like fonts, colors, and spacing is key to creating a cohesive user experience. It should also be aesthetically pleasing, as a cluttered or outdated design negatively impacts user perception and trust.
- Test accessibility: Your website should be accessible to all users, including those with disabilities. Check for proper alt text, keyboard navigation, and screen reader compatibility. Accessibility is not only a legal requirement in many areas but also a crucial part of providing a positive user experience for everyone.
4 Best UX Audit Tools
A UX design audit becomes much easier with the right tools, which can help you efficiently pinpoint areas for improvement. Here are four of the best options:
- Google Analytics is a tool for tracking key metrics, such as page views and user paths. It helps you identify where site visitors drop off and which pages need attention. It’s an essential resource for understanding user behavior.
- Hotjar provides a combination of features, such as session recordings and user feedback polls. It lets you visualize exactly where users interact on your site, revealing areas that need optimization. This tool is particularly useful for spotting usability issues during a user experience audit.
- Crazy Egg gives you insights through heatmaps and scroll maps, showing how users move through your site. It also offers A/B testing that lets you experiment with different layouts. These insights help you make data-driven design decisions.
- UserTesting offers real-time video feedback as users navigate your site. It captures genuine user experiences, highlighting any pain points or challenges they face. It provides a clear understanding of how real users interact with your website.
When Do You Need a UX Audit?
A UX audit can be conducted at any stage of your website’s life cycle, but there are specific scenarios where it becomes particularly crucial.
For instance, a UX audit is essential when redesigning your website or after your website has been live long enough to provide sufficient data for experts to assess its performance.
Consider an eCommerce website as an example.
If your online store only allows payment via PayPal and Stripe, users who don’t have access to either payment gateway might abandon their shopping carts. This scenario is known as shopping cart abandonment, which occurs when your users leave their virtual shopping carts before completing a purchase. Another common cause of abandonment is a slow checkout process that takes more than three seconds to load.
By conducting a UX audit, experts can identify these issues and recommend adjustments to streamline the user journey, reduce shopping cart abandonment, increase customer satisfaction, and ultimately boost conversions.
How Much Does a UX Audit Cost?
The cost of a UX audit depends on the scope and complexity of your website and the provider you choose — whether it’s an established agency or a freelancer.
- Agency costs: Established agencies typically charge between $7,000 to $12,000 for a comprehensive UX audit. These agencies usually provide in-depth reports with detailed recommendations to improve your website’s performance.
- Freelancer costs: Outsourcing the audit to freelance generally costs around $1,000 to $3,000. This rate usually includes a UX audit along with a list of usability issues and a detailed explanation of each.
After receiving your UX audit, review each issue with your agency or freelancer and inquire about the UX research methods used to analyze your website’s performance.
Top UX Agencies To Conduct Your UX Audit
Here are the top five UX agencies that made it to our list:
1. WANDR
Headquarters: Los Angeles, California
Founded in 2016, WANDR is a user experience design and product strategy firm that consists of an international team of experts. The company has partnered with big names such as Samsung, the World Wildlife Fund (WWF), and the United States Air Force.
WANDR’s services include:
- UX audit
- UX/UI design
- Web design
- Web and app development
2. RNO1
Headquarters: San Francisco, California
Launched in 2009, RNO1 is an agency that provides digital services, from branding and marketing to UX/UI design and web development. Its clients include venture capital-backed tech startups, web3 startups, crypto and blockchain development companies.
RNO1 has offered its services to Airbnb, Microsoft, and Interos.
RNO1’s services include:
- UX/UI design
- UX audit
- Web and app development
- Brand strategy
- Content strategy
3. Brocoders
Headquarters: Tallinn, Estonia
Established in 2014, Brocoders is a software development firm that consists of highly qualified and talented experts who have a passion for programming, development, and design. With almost nine years of experience, they are skilled in both back-end and front-end applications and websites.
Brocoders’ services include:
- UX audit
- UX/UI design
- Product development
- Web and mobile app development
4. Dev.Pro
Headquarters: Charlotte, North Carolina
Founded in 2011, Dev.Pro aims to help technology-driven companies to grow their products and online presence. They work with clients in the healthcare, retail, technology, and fintech industries.
Dev.Pro’s services include:
- UX Audit
- UX/UI design
- Cloud development
- Software testing and QA
- Reporting and analytics
5. Dotlogics Inc.
Headquarters: New York City, New York
Founded in 2007, Dotlogics Inc. is a digital agency that helps you improve your online presence by creating effective and engaging websites. From redesigning McDonald's website to developing Gardenia’s site, Dotlogics Inc. has worked with many well-known industry giants.
Dotlogics Inc.’s services include:
- UI/UX Improvements
- Web Design
- eCommerce Design
- Mobile App Design
- Branding
- Content Strategy
- Creative Advisory
Wrapping Up on UX Audits
Conducting user experience audits is no easy feat — that’s what the experts are for. With the extensive amount of data collected throughout the process, professional guidance ensures you conduct a thorough and effective analysis that can help your digital products.
To recap, here are five steps experts follow to conduct a UX audit:
- Understand your business
- Gather data
- Speak to your internal team
- Conduct usability tests
- Organize and analyze the collected data
- Recommend improvements
If your website isn’t delivering the results you want, investing in a UX audit can help improve your website’s performance, engage users, and generate better leads.
