UX site audit: how to collect data for research

In conditions of fierce competition and constantly changing user preferences, companies simply need to provide a convenient and intuitive resource.

In previous materials, we looked at what a UX audit is and when it is required.

This time we will discuss working techniques for collecting data for conducting a UX audit.

UX audit: where to get data

Let's look at the indicators that need to be measured when conducting a UX audit, and how exactly to do it.

Website analytics

At the initial stage of work, it is important to collect key site metrics - indicators that will help assess the current state and establish a starting point for tracking changes.

For example, measuring conversion will allow you to accurately measure changes in the number of orders or subscriptions after improving the interface.

Also important are business metrics such as customer retention rates and reduced churn, which clearly demonstrate increased loyalty.

The main method of data collection is the use of web analytics (Google Analytics, Yandex Metrica and others).

You can focus your analytics on the average values for your industry and compare them with these indicators.

Behavioral Metrics

1. Number and depth of page views by users. Compare data from different analytics systems, for example, Yandex Metrics and Google Analytics, and analyze the results.

Identify pages that require special attention and examine their key metrics (e.g., number of applications or registrations, time on site, bounce rate) to understand the reasons for poor performance.

It's also useful to look at the scroll map, which will show what part of the page users are paying attention to.

2. User paths. Today it is possible to analyze how users navigate the site, what actions they take, and on what pages they leave the site. This data can be obtained from GA4, Metrica and other services.

3. Interaction with elements. We are talking about a click map, which shows which elements of the site users click on most often, as well as a web viewer, which records user actions on the site.

Some avoid these tools due to their impact on site speed, but in some cases it can be useful if the site is receiving conversion traffic but users are not taking the necessary actions.

4. Audience segmentation. Analyze how new and returning users behave, and classify them by traffic sources: organic search, advertising, referral sites and others.

5. Interaction with content. Study what pages or materials interest users, how long they stay on them, what actions are taken: comments, reviews, placing orders, and so on.

Operational metrics

1. Conversion rate - the percentage of users who complete targeted actions, such as purchasing or subscribing.

2. Bounce rate - the percentage of users leaving the site after viewing only one page. For Google Analytics, this means a session consisting of one page view, for Yandex Metrics - a visit lasting less than 15 seconds.

3. Redirects and errors. It's important to analyze whether your site has error pages (such as 404) or redirects that could throw off users.

Technical Metrics

Page loading time is a key factor influencing how users perceive a site.
Devices and browsers used - especially in the B2B area, it is important that the site is adapted to different devices and browsers, including mobile versions.

Demographic and geographic metrics

Demographics - age, gender and interests of users. This data will help you fine-tune site personalization.
Geography is the location of users, including cities, regions and countries, which is important for content localization.

Target metrics

Goals in analytics systems - for example, reaching the thank you page after a purchase.
Key Performance Indicators (KPIs) - The goal of the project could be to increase sales, user registration, improve customer retention, and so on.

Interviews and surveys

Interviews and surveys allow you to obtain qualitative data directly from users:

UX interview - research in a conversation format, during which the needs, expectations and problems of users are identified, which allows improving the interface and functionality;
Focus groups for UX audits are a research method in which a small group of users discuss their impressions of using a product;
Ethnographic research is the analysis of the behavior and psychology of users in a natural environment, which helps to better understand their interaction with a product.

Usability testing

Usability testing allows you to check the usability of a product using different formats:

Face-to-face usability testing, when a group of users tests a product in the presence of a researcher;
Remote usability testing, which allows you to observe the product in real conditions;
Verification usability testing, carried out in conditions close to real ones, to identify problems in UX/UI design.

Expert usability assessment

Experts in the field of UX/UI design analyze the resource and give an opinion on its usability and possible problems.

A/B testing

A/B testing allows you to evaluate different versions of the same element or page on a website. Users are randomly given different versions, after which the most effective one is selected.

First click test

A first click test is a method similar to A/B testing, but with analytical features. Used to test hypotheses and compare different interface options.

Heuristic evaluation

Heuristic evaluation is a method in which an expert evaluates the usability of the interface using a pre-established checklist, which allows identifying the main UX problems.

Collecting data for a UX audit is a multifaceted process that includes not only data analysis, but also interviews, testing, peer review, and A/B testing. All these methods together allow you to paint a complete picture of the user experience and offer recommendations for improvements.

You can contact us with any questions related to UX audit at email: info@seo.computer.

ID 4365