How a UX Audit can improve the Website’s user experience?

How a UX Audit can improve the Website’s user experience?

The goal of user experience (UX) design is to meet the needs of users by improving the accessibility, usability and user interaction with a product or service. Learn more about why UX is important and factors that define it.




A clear customer journey converts visitors into potential customers. A user experience (UX) audit ensures that a website is free from potential issues that may hinder a user’s experience.





Website’s recommendations are data-driven: The recommendations are developed based on the research and analysis, it is free from assumptions.


Identifies and improves success metrics: A UX audit defines a website’s success metrics which require monitoring. Knowing beforehand would ensure that your website’s improvements are focused and steady.


Relevant to users: The recommendations address the importance of improvements. It can eliminate current user pain points, focus on users’ goals and expectations.


Builds brand loyalty: Improving marketing tactics, proper website branding and how the value proposition should be placed are all examples of building brand loyalty.


Include the latest trends and best UX practices: The UX audit should include recommendations based on the latest trends and UX best practices.


Eliminates distractions: Recommendations are not assumptions or hints in including unnecessary features required on a website. Recommendations focus on legitimate suggestions, either including or removing existing features on a website.


Usability and accessibility: Ensure that your website is up-to-date with the usability and accessibility standards.


Find insights from other areas other than the website: UX audit also analyzes competitors, social media, and even online presence. These insights can help develop a new strategy to improve the user experience and additional areas where required.




The UX audit helps with understanding how users think and interact with a website.  A successful UX audit primarily focuses on research, analysis, and data-driven recommendations that improve the identified UX issues.



Understanding the Business


The UX audit begins with an understanding of the business’s goals that can be achieved from the website. Users should understand through the website what is the brand’s value proposition and how they define customer loyalty. Stakeholder interview would be an essential research method to gather this data. Learn more about the ROI of user experience.


Collecting Analytical Data


The next step is to gather analytical data on the website. Collecting analytical data of a website helps us understand user behavior and motivations. This will help in revealing potential issues that may require improvements. These issues are later validated in the user research phase.


There are many tools that are available that can be used to gather data from the website. Analytical research collects quantitative data of user flows, bounce rate, conversion rate and much more. The data is then represented in numbers and quantities.


Hotjar – Visual indicators through click and scrolling interactions on heatmaps help with understanding the users’ motivations and desires.

Establishing Success Metrics


Based on the data collected and the business’s goals, the next step is to establish metrics that needs to be monitored.  Improving these metrics can improve the user experience, as these are developed based on solid facts.


Establishing Success Metrics

Conducting User Research


Understanding users’ from their perspective helps in driving design decisions. Analytical data focuses on users’ interactions, but it does not provide information about their decision-making processes, needs, and concerns. To do gather this information, conducting user research is the next step into the UX audit. Personas, customer journey mapping, and empathy mapping are created to drive design decisions by understanding users’ characteristics, needs, goals, and capabilities.


Personas represent the needs and desires of the segment(s) within a targeted audience of a website.


Customer journey maps highlight customers’ interactions before, during and after with a website. It provides in-depth visualization of how a customer accomplishes the goal. The customer journey will also help in establishing pain points and desires they come across during their journey.



Empathy mapping sums up the customers’ mindset and emotions before, during and after their journey when accomplishing their goal. Helps with empathizing with their needs and concerns.


Users’ pain points are identified to understand what stops or discourages users from achieving their goals.


User testings validate the identified pain points, along with additional UX issues found within the website. User testings reveal if users understand what to do and where users are struggling when completing a task (goal).


User testings



The goal of this phase is to determine where and why the UX issues exist. This means which part of the website requires improvements and if the website adheres to the UX best practices and principals. The analysis phase is essential for the UX audit as it supports the reasoning behind the recommendations being provided. Additional areas that a UX audit may analyze includes:


Competitors analysis can help create a strategy to compete against competitors by understanding their strength, weaknesses, marketing strategies and barriers.


Online presence determines how the website is viewed when users search online. It identifies the areas that require attention. A strategy can later be developed to improve the effectiveness of the online presence.


Generating Data-Driven Recommendations


Actionable recommendations are created to improve the UX issues identified in the analysis phase. This will help in improving the success metrics that were established for the website.


Examples are provided for the recommendations, to illustrate a point. Recommendations are prioritized based on its impact and severity, in a checklist format. Best UX practices and principals are included in the UX report. The UX practices will be provided that is best suited for a specific business.




Interested in learning more about UX audit? Check out our UX Audit service.




What Next


Idea Theorem is a Toronto based UI UX Agency. We create simple and usable products for web and mobile. Our human-centered design approach lets us understand your customers, identify their pain points & deliver solutions that enhance their experience with your brand. Contact Us if you have any questions and we will be happy to help you.