Behind the scenes of our UX Audit: From the information to the improvement plan

The real problem in life: "The website looks good ... but why no one buys?"

Business owners, marketing teams, or even the web maker, have you ever felt this way? You dedicated both the budget and time to create a website that "Beautiful face" looks modern, has a smooth animation. But the result was not as expected ... There are a lot of traffic that entered. But why does the conversion number not move? Customers add products to the basket and then disappear? Or the most painful is "I don't know where to start solving the problem." The feeling is stuck in a room that is invisible, although confident that our products or services are good. But did not communicate to the customer through the website screen This is the first alarm that your website may be hidden at our "feelings" only.

Prompt for illustrations: Images of businessmen or teams are sitting in a stressful meeting. On the computer screen that opens the analytics page with a traffic graph, but the conversion graph is smooth and has a question mark (?) Fly above the head.

Why is that problem: decisions from "feelings" not "information"

The main reason that makes beautiful websites Many websites do not reach the dream side of sales. Is to create and improve the web based on the "hypothesis" or "feelings" of the team, not the "real behavior" of users, we tend to trap the idea:

• "We are one of the users": We think that if we use it easily Other people should feel the same. Which in reality Behavior and expectations of each group of users are enormous.
• "Design as the owner": Designs that meet the personal preferences of the people in the organization. Rather than the response to the use of target customers
• "Follow the competitors": Seeing competitors, what kind of features are followed. Without analyzing whether the feature is really suitable for our customers
• "Information that is too complicated": overlook the hidden in -depth information in the tool like Google Analytics because I don't know how to start analyzing or using it.

These problems are caused by that we "Guess the user" instead of "understand users". We lack the systematic process in the investigation. And what kind of problem are customers on our website? This is the point where the UX Audit process has an important role.

Prompt for illustrations: Comparison images on both sides of the left side is a picture of a person who is closing the eyes to the target (guessing). The right side is a picture of a detective using an extension glasses to see the footprints on the map of the user Journey Map (data analysis).

If left, how will it affect?: More than just losing opportunities. But the cost that is invisible

Allowing these chronic UX problems on the website Is like letting the water leak out of the tank without doing anything The effects that occurred did not stop. "Sales do not meet the target" but it spread in many dimensions:

• Wasting marketing budget: You may throw a lot of money on advertising to draw people into the web. But if your website is difficult to use People will press out immediately. The advertising fee is wasted.
• Break the brand's credibility: bad experiences on the website create irritability and destroy customer confidence. They may remember to impress and never come back again.
• Disadvantaged race: While you can't find the problem Competitors who understand customers more than may be improving the website and usurping the market share quietly.
• SEO ranking falls down: Google is increasingly focusing on User Experience. If your website has a high bounce rate or a little time on the web It may negatively affect the SEO rank in the long run.

Finally These impacts are "costs" that business has to pay. Investment for fixing is not a cost. But is the leak to maintain the benefits of the business Which understanding How to set a budget to improve the website Will help you see the investment that is more worthwhile

Prompt for illustrations: A large water tank with a "Revenue" tag with water leaks out of many holes called "High Bounce Rate", "Waste Ad spend", "Bad UX" without anyone interested in that leakage.

Is there any solution? And where should it start: Open the UX Audit Process book.

The solution to the problem directly and the most systematic is to do "UX Audit" or examination of healthy user experiences on the website. Vision X Brain. We do not just feel. But we have a clear process to change the "data" into a "tangible improvement plan" (Actionable Plan), divided into 4 main steps:

1. Quantitative data analysis (Quantitative Analysis): This step is to answer the question "what" occurs on your website. We will delve into data from tools such as Google Analytics 4 to find a "leak". Which is important, such as the most pressed person (High Exit Rate), how to use the customer (User Flow), and the best customer group that creates a conversion .
2. Qualitative Analysis: When we know that "what" is happening. The next step is to find the answer "why" it happened. We use tools like Heatmaps and Session Recordings to see the real behavior of users. Where they move the mouse, click on, or get stuck until we have to leave the website This information will give an unbelievably deep Insight.
3. The Heuristic Evaluation: Our team will bring your website to assess with the principles of international standard user experiences such as 10 USBILITY HEURISTICS of the Nielsen Norman Group to find the defects that may hinder the quantitative data and quality may not be seen.
4. Summary and creation of Synthesis & Action Plan: This is the most important heart. We will gather all in -depth information from the first 3 steps to synthesize and prioritize the problem. Then it will be created as a "Action Plan" that can be said to be fixed, how to fix, and which problems should be done first (Quick Wins) so that your team can develop immediately, which Maze has a great guide about this process.

All these processes make us confident that every advice we give There is information supporting and able to actually create a positive impact on your business through the UX/UI design service that focuses on results.

Prompt for illustrations: Beautiful infographic images showing 4 steps of UX Audit Process with icons. Each step: 1. Quantitative, 2. (Qualitative), 3. Checklist (Heuristic), 4. Map/Roadmap (Action Plan)

Examples from the real thing that used to be successful: Case Study. Turn life.

In order to be clearer I would like to give an example of the Case Study of the E-Commerce website that has encountered problems. "The order does not meet the target, despite having a lot of people entering the website."

• Problems encountered: According to data on Google Analytics, it is found that the rate of caring is up to 75%, especially on the page and selecting the delivery method.
• Our Audit process: We started to see more than 50 session records of users who arrived in this page and found an important insight: many mobile users "frustrated" with the form that must be filled too much, the "next" button is small and difficult, and there is no option. "Payment as Guest" makes people who do not want to apply for membership to leave the website.
• Action Plan: We proposed to improve the checkout page, with 3 emphasis on 3. Add a "order button without applying" clearly. 2. Reduce the compartments that must be fill out. 3. Adjust all the designs and layout to be friendly to mobile users. (Mobile-First)
• The results after improvement: Only 1 month after adjusting according to the Action Plan, the rate of lowering baskets reduced to 45% and the overall conversion rate of the website increased by 30%, creating more significant revenue without having to increase the advertising budget at all. This is the power of Ecommerce Optimization Audit that can solve the problem at the point.

Prompt for illustrations: Comparison images of the Checkout page on the mobile side of the first side, with long form and small buttons. The After has a short form. Clear button With a line graph showing the conversion rate

If wanting to follow, what to do? (Can be used immediately): Checklist, UX Health Checklist, Basic Website

For those who want to try to start checking their own health, try to use these 5 checklist to do immediately.

1. Clear goals: What do you want to improve? (Such as reducing the rate from the first page, adding a person pressing the contact button, increasing the order)
2. Black to Google Analytics: Go to the "Engagement" report> "Pages and Screens" and see which page has a "Bounce Rate" or "Exit Rate" that is abnormal. That may be the beginning of the problem.
3. Wearing a detective with SESSION Recording: Try using free tools like Microsoft Clarity or Hotjar (Free Plan) to watch 10-20 real clients' actual uses. You may find a surprising behavior.
4. Test with people close to you: Try to give friends or family members who have never been to your website before. Try to do a simple mission (such as "Try to order this product") and sit quietly. Where he is stuck, how to analyze the UX for the website No need to always be complicated
5. Find Quick Win and take action: From all the information acquired Try to find a problem that "Easy to solve but high-impact" (High-Impact, Low-Effort) for 1-2 things and then fix immediately. Small change May create great results

Prompt for illustrations: Checklist images that look clean, stylish, beautiful graphics That people want to save to watch With each component icon (arrow target, graph, video, talk, rocket)

Questions that people tend to wonder And the answers that are cleared

Q1: How long does the full UX Audit make?
A: In general, the UX Audit process that covers all 4 steps mentioned will take about 2-4 weeks depending on the complexity and size of the website. In order to get accurate and sufficient in -depth information for planning

Q2: Do we need to use expensive tools to make UX Audit?
A: Not always. You can start with powerful free tools such as Google Analytics 4 and Microsoft Clarity, but for professional Audit. The use of advanced tools will help us get deeper information and analyze complex behavior better. Which leads to a more sharp solution

Q3: After doing Audit, do we need to dismantle all the new websites?
A: Most of them are not necessary. The best results of UX Audit are "items that must be improved." (Prioritized List of Recommendations), which focuses on editing the most impact (Quick Wins) rather than all new dismantling. Helps you use the budget and time to the best value.

Prompt for illustrations: Mascot cartoon characters are standing confidently. There is a backdrop as a board full of information and graphs from Audit.

Summary to be easy to understand + want to try to do

The heart of UX Audit is not to make the "more beautiful" website, but is to make the web. "Work better" by changing from "Guess the customer" as "understanding customers" through real information It is a scientific process that helps to find and see the invisible leakage. Which is a hinder the growth of your business online

Investment with UX Audit is one of the most worthwhile investments. Because it helps the marketing budget you use not to waste, increasing competitiveness, creating brand loyalty And the most important thing is to change the "visitor" into a "customer" sustainably.

Do not let your website not fully work. It's time to look deeper than just the external beauty. And truly start to create a great experience for your customers

Want to know if your website has a "leak" where you have to rush to fill before the customer runs to find competitors, right? Let us help make UX Audit and Ecommerce Optimization to create a clear improvement plan and measure the results for you. Can consult us today!

Prompt for illustrations: Powerful graphics Is a hand image that is connected to the last jigsaw that says "UX Audit" in the perfect business plan Which results in the graph of sales rise

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