Website audits are an essential element of delivering the optimal user experience and improving conversions. However, the term “website audit” encompasses many potential measurements of a website. This includes Conversion Rate Optimization (CRO) Audits, User Interface / User Interface (UX/UI) Audits, or a Website User or Usability Audit. Each of these terms overlap in some areas, but the outcomes vary depending on business needs.

At Mad Fish Digital, we use elements of UX/UI and CRO best practices to identify potential usability problems, findability issues, inefficiencies, and bottlenecks. These challenges prevent users from completing their objectives on your website. In this article, we’ll break down the ways these different elements support a website audit.

What does UX/UI mean?

The Nielsen Norman Group defines UX as the following, “User experience (UX) encompasses all aspects of the end-user’s interaction with the company, its services, and its products.” When it comes to the web, this is the experience the user has on your website. For instance: 

  • Do they understand what you sell or what service you provide?
  • Are you providing your users with the correct information?
  • Do they trust your brand? 

User interface (UI) however, is the general look and feel of the website. For instance, whether or not the website matches your branding or how easy it is to move through the site. Think of UX as the “what” of your website, and the UI as the “how.” 

What does CRO mean?

User experience vs. User interface vs. conversion rate optimization chartConversion Rate Optimization (CRO) is the process of uncovering why users are not converting on your website, making updates, and reviewing the data again. UX/UI focuses on what users see and do, whereas CRO focuses on getting your user to perform an action. This could be filling out a form to get a quote, purchasing a pair of socks, or requesting more information about your college.

How We Collect the Data for a Website User Audit

By combining the best elements of UX/UI and CRO you’ll find the connection between what users are seeing and doing, as well as the actions taken on your website. During an audit, we employ measurement tactics to help us compile actionable data tailored to your business needs. These may include:

  • Google Analytics: Which pages are high and low traffic pages, where are users bouncing, what journey are they taking, which devices do they use?
  • Heatmaps: By placing heatmaps on high and low traffic pages, we are able to see where people are clicking, how far down they are scrolling on pages and what areas they are reading. For instance, one of the most common issues we see is areas users are trying to click to get more information but the copy isn’t a link.
  • User Recordings: We watch real visitor behavior and identify where users are getting stuck or frustrated, as well as what interests them. 
  • Form Analysis: Where are users dropping off on your form, are they getting to the phone number and deciding not to fill the remaining fields out. 

Our design team starts with insights from Google Analytics. Then, we place heatmaps on high and low traffic pages to see how users move through the site. Next, we analyze funnels and forms. Finally, we watch user recordings to make informed recommendations. You’ll learn where your users are getting confused, how to improve goal completions and where you can improve your user experience.

What’s Included in a Website User Audit?

A website audit will include the data reviewed so you can dive into it yourself or share with your team. In addition, we include recommendations for increasing conversions or user satisfaction. Finally, the audit prioritizes which items should be corrected first. Depending on the results, you may fix things in-house, use your agency partner, or need a developer. You’ll then make the adjustments and monitor results to benchmark success.

Interested in learning more about our customized Website User Audits?

At Mad Fish, we start by performing the initial audit. Depending on our partner’s needs, we then perform monthly or quarterly follow ups. This helps ensure they stay on the cutting edge of user experience and get the results they want year after year.

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At Mad Fish, we provide custom solutions for your company’s needs. If your website isn’t delivering the results you want, we can help. Contact us today to get started.

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