How to Conduct a UX Audit: Steps, Tips, & Best Practices

How to Conduct a UX Audit: Steps, Tips, & Best Practices

Updated: 04/07/25

Published: 08/28/23

Have you ever repeatedly clicked something on a website, desperately trying to make it work? That's just one example of an error that a UX audit could have prevented.

A glitchy website is frustrating and disorienting, creating a bad user experience (UX). UX audits are health checks for your website or app that ensure users have an easy time accessing content, completing tasks, and finding information.

In this article, we'll define UX audits, describe their benefits, and provide an overview of how to conduct one.

Table of Contents

• What is a UX audit?
• How to Conduct a UX Audit
• How to Make a UX Audit Report
• The Benefits of UX Audits
• When to Conduct a UX Audit
• Tips for Conducting a UX Audit
• What to Do After a UX Audit
• Nurturing a Culture of User-Centric Design

A thorough UX audit also assesses the responsiveness of your content on different devices. You can identify any design issues preventing users from engaging with your product.

For example, suppose you're conducting an audit for an e-commerce website. The audit would consider the ease of navigation, whether customers can find what they need, and if the checkout process is intuitive. You can then find any roadblocks for users - and fix them before they negatively affect your business.

How to Conduct a UX Audit

The steps in a UX audit vary depending on the type of website or app you're auditing and the specific issues you want to uncover. In general, however, it involves these steps, which you can think of as a handy UX audit checklist:

1. Define the audit scope and objectives.

First, you need to decide how much you're going to cover in the audit, plus what you're hoping to achieve with it. Establish what areas of your website or app you'll evaluate. Then, discuss what goals you aim to achieve to establish a roadmap for the audit process.

What problems are you trying to solve? The goal of the audit might be to reduce bounce rates. Knowing your objectives will help you decide which aspects of the user experience to focus on.

Have a look at any data and feedback that's already available. Analytics data, customer surveys, support tickets, and user testing results can help you identify recurring issues.

Then, get stakeholders - like product managers, designers, developers, and customer support reps - on board. Have they noticed any recurring issues? Gather diverse perspectives to ensure alignment with business goals.

Depending on your goals, you might audit the entire user journey or focus on a particular feature. For instance, if you want to increase conversions, you might focus on the checkout process.

When you have a scope, write it down to have a reference point throughout the audit process. Ensure the audit objectives are clear and measurable. Knowing the objectives helps you stay focused and ensures that the audit aligns with your specific needs.

2. Perform user research and analysis.

User research produces excellent data that sheds light on user pain points and needs. Gather insights directly from users for an intimate understanding of their experience and how you can improve. It gives your customer a seat at the table and introduces diversity of thought.

Here are five research methods you can use during your audit:

• User interviews. Conduct one-on-one user interviews to gather qualitative feedback about their challenges and suggestions. These stakeholder interviews provide valuable insights into user behaviors, motivations, and expectations.
• User surveys and questionnaires. Deploy online surveys to collect quantitative data on user satisfaction, preferences, and demographics. This method helps gather a larger sample of user feedback and provides measurable insights.
• Analytics analysis. Use web analytics tools like Google Analytics to examine user behavior. That includes page views, click-through rates, and conversion rates. This data can reveal patterns, identify high-drop-off points, and highlight areas for improvement.
• Heatmaps and click tracking. Supplement Google Analytics data with insights from heatmaps and click-tracking tools like Hotjar. Heatmaps show where users focus their attention. Click tracking provides insights into the elements users engage with the most.
• Competitor analysis. Evaluate competitors' user experience to gain insights into industry best practices. Identify areas where you can improve your experience.

A combination of different user research methods gives you a holistic view of user behavior. These insights can help you make data-driven recommendations.

3. Conduct heuristic evaluation and usability testing.

Conduct heuristic evaluation. Select a set of usability heuristics or guidelines to use to evaluate your website or app. Commonly used guidelines include Nielsen's 10 usability heuristics, as shown below.

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Then, conduct usability tests. This is where users perform tasks on your website or app while providing feedback. Observing users' actions and listening to their thoughts helps identify opportunities for improvement.

Recruit representative users who match your target audience. Aim for a sample size of five to eight users for each round of testing. Create a testing environment that simulates realistic usage conditions. Evaluate the UI against the heuristics shown above.

When your sample interacts with your website or app, note their interactions. Pay attention to confusion, issues, pain points, and feedback.

When you have this time, evaluate it with a team of UX experts or experienced evaluators for a well-rounded perspective.

4. Evaluate visual design and branding elements.

Evaluate all aspects of the design, from typography to color palette selection. Ensure these elements align with your design principles and brand identity.

Ever heard of the aesthetic usability effect? It shows that users are more likely to forgive usability errors if your website is visually appealing. It's like "pretty privilege" for websites.

Here's what you need to do:

• Assess the visual consistency. Review the visual elements across the website or app, like color schemes, typography, icons, and imagery. Ensure they're consistent with the brand identity and create a cohesive visual language.
• Examine readability and hierarchy. Check the readability of text elements, including font size, contrast, and spacing. Consider the hierarchy of information. Are important elements appropriately emphasized to guide users' attention?
• Evaluate visual aesthetics. Analyze the overall aesthetics of the design, including the use of whitespace, visual balance, and the overall look. Consider whether the design evokes the desired emotional response.
• Check brand representation. Evaluate how well the design elements reflect the brand's personality, values, and positioning. Ensure the brand identity is consistent and resonates with the intended audience.

Your design evaluation should consider all aspects of the website or app, from accessibility to visual design to branding. Here are some design tips to check for with examples:

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5. Analyze information architecture and navigation.

Information architecture is the structure, organization, and labeling of your content. It helps users understand the purpose of the interface and find what they need quickly.

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Navigation helps users understand where they are within a system by providing visual cues that indicate how to move around it. Claire White, Information Architect and UX Consultant, highlights the importance of information architecture:

"In 2020, I was tasked with repurposing an Enterprise Identity Access Management on-prem desktop application as a SaaS application. Initially an overwhelming task, especially given the application consisted of multiple desktop applications which all fulfilled different functions, I went back to basics with IA," she says.

"By displaying the as-is system as a sitemap, it became clear it simply consisted of a number of objects - or entities in the database (e.g., a 'Group') - with associated actions which could be undertaken on the object (moving, deleting, etc.).

From this point onwards, it became clear how the system could be redesigned to ensure a consistent user experience by applying atomic design principles to create templates for the 'Create, Read, Update, Delete' views for each object and other associated actions."

Menu design, active states, breadcrumbs, and other navigational elements can help users find their way. Here are some additional tips:

A well-structured design can make a huge difference in the user experience. Evaluate your design with these guidelines to ensure an optimal navigation system.

6. Ensure accessibility compliance and inclusivity.

Accessibility compliance improves the user experience for everyone. Make sure the design meets Web Content Accessibility Guidelines (WCAG) accessibility criteria and works well with assistive technologies, such as screen readers.

Use this checklist to identify any accessibility issues. An accessible website improves UX, which translates to better rankings. Here's what you need to look out for:

How to Make a UX Audit Report

When you have your analysis, you're probably going to need to share it with multiple stakeholders, whether that's engineering, design, or leadership.

To do this, consolidate everything in an easy-to-understand UX audit report. This document should provide a concise overview of user experience issues. You'll also include recommendations for improving them.

Here's a step-by-step template for a UX audit report on Figma that you can use to inspire your own. I'll walk you through how to make a UX audit report, with screenshots from that exact template to help you along the way.

1. Add a summary section.

Summarize key findings from the audit. Highlight the main issues with user experience. If possible, include stats or numbers to back up your points.

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2. Add UX takeaways.

List the key takeaways from the UX audit, including flow issues, pain points, and areas of improvement.

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Pro tip: As freelance designer Josie Downey shares: "Prioritize the issues you raise and ensure any insights are actionable.

For example, you might present one or two 'show-stopper' or high-priority issues (where the user isn't able to complete a goal, or the issue is widespread across the system); some medium-priority items (where the goal is achieved, but with some friction or confusion/complication); and lower priority ... items (where best practice is not being implemented but the impact on the user is minimal)."

3. Add UI takeaways.

List the key takeaways from the UI audit, like visual design elements that need improvement.

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4. Add quotes.

Highlight quotes from the interviews or surveys that give insight into user experience.

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5. Add a design audit for each page.

Create an audit page for each section of the website or app. Show screenshots. Provide a brief explanation of the design elements that need improvement.

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6. Create an action plan.

Create an action plan that outlines the steps necessary to address each issue. Include deadlines and responsible parties for each task.

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The Benefits of UX Audits

UX audits help you avoid user experience issues before they become too big to handle. Research shows that 85% of issues can be found by testing with just five users. An active audit process accelerates resolving issues, resulting in the following benefits.

Increased Conversion Rates

UX audits address potential issues that may be causing friction or hindering the user experience on a website, such as confusing navigation, unclear indication of progress, or a glitchy button.

Better Brand Reputation

When you improve your UX, you better your user's journey and increase your chances of customer recommendations.

Think about it: A UX audit results in a positive user experience, which translates to increased customer satisfaction, positive reviews, and recommendations. All of these improve your brand's credibility and attract new customers.

Returning Customers

How many times have you returned to a website that crashed on you at every step? Unless the site offers something you can't get anywhere else, chances are never.

UX audits can highlight gaps to improve personalization. This allows businesses to deliver tailored experiences and meet the unique needs of their customers.

Danielle Thompson is the founder of Design Match, a platform that matches design talent with startups. She highlights how audits give you the customers' perspective on your product.

"A UX audit lets you see your product or the steps a customer takes from a bird's-eye view. When you work on a product, you often know more than the regular user. A UX audit helps us see the whole picture better," she says.

"The biggest change I've seen from a UX audit was for an online store. We noticed that the login button confused people when trying to check out. Customers thought they had to log in to buy anything. We moved the button somewhere else to see what would happen and saw a 21% jump in sales!"

Improved SEO

UX audits improve various factors that search engines consider when ranking websites. Page loading speed, for example, is a known ranking factor in search engine algorithms. Sam Underwood summarizes it perfectly:

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Page loading speed directly impacts user experience. Search engines prioritize websites that provide fast and seamless experiences for their users. Audits help you identify performance bottlenecks, optimize code, compress images, and implement caching. These factors contribute to faster page loading times.

Lower Costs

UX audits help lower costs in the long run by finding and fixing problems in a website or app that can cost a business money. In fact, a recent study by Liquid Web found that poor website performance costs businesses 15% in revenue loss annually.

Audits uncover issues that frustrate users or make it hard to complete a purchase. They make the experience smoother, so customers are more likely to stick around, convert, and keep coming back. This leads to more sales and repeat business, saving the cost of acquiring new customers.

When to Conduct a UX Audit

1. Before Redesigning Your Website

"Website owners should conduct a UX audit before doing a website redesign," explains Maigen Thomas, founder of Level 11 Technology. "And the audit results will inform where to focus any user research on fixes that can provide an immediate return on their investment in digital upgrades."

2. Anytime Your Performance Metrics Are Off

Use reporting software like HubSpot to build dashboards that track your website performance metrics. Anytime they start declining, it might be time for a UX audit.

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"One of the biggest signs it's time for a UX audit is high bounce rates and low time-on-page," says Chris Coussons, CEO and founder of Visionary Marketing. "If users land on your site and leave quickly, Google picks up on that as a negative signal, which can hurt rankings over time.

"A slow-loading site, confusing navigation, or clunky mobile experience can push visitors away before they even interact with your content. Since Core Web Vitals (page speed, visual stability, and interactivity) are now direct ranking factors, poor UX can drag down organic visibility even if your content is great.''

Pro tip: Because performance is so crucial, pop your URL into this free Website Grader to get a quick report with suggestions on how to improve your website performance.

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3. At Least Once a Year

Even if you don't have any major changes happening on your website (that you've noticed, anyway), it's still good to do regular UX audits to catch things that weren't on your radar.

Gediminas Skirmuntas, senior UX designer at Omnisend, recommends doing so at least once a year.

"Quarterly is even better," he adds, "but it's not realistic unless there's a separate department for that. However, yearly is something doable and on time before too many UX problems occur."

Tips for Conducting a UX Audit

A UX audit is a complex process, and it's important to consider all aspects of the user experience. Here are some tips for conducting a comprehensive UX audit:

Collaborate with different teams.

Get stakeholders involved to get a holistic view. That includes content strategists, developers, and marketers. Product designer Marko Aleksic highlights how different stakeholders can provide valuable insights during an audit.

"Reach out to the support team to get their take on what are the most common issues users are reporting. The data team can provide valuable analytics that can guide some of the decisions. Business and product teams can help you understand the goals and development to get a clearer picture of the feasibility and limits," he says.

It's crucial to establish relationships with different experts in the organizations. Involved teams are more likely to suggest and implement changes. It also emphasizes how crucial UX is to the product's life cycle.

Employ discount inspection methods.

Discount inspection methods - like heuristic evaluations and expert reviews - can help UX teams audit websites with fewer resources. A heuristic evaluation is a quick way to assess usability problems on a website or app. An expert review offers more comprehensive feedback through an in-depth analysis of the entire user experience.

In the NN/g Podcast by the Nielsen Norman Group, Evan Sunwall details how to use discount methods in the UX audit process. He highlights the importance of using multiple expert evaluators to get an objective view.

"It's very helpful to have about three evaluators doing this independently and getting together to determine the heuristics and tasks, then doing the analysis and bringing it back and summarizing," he says.

"One evaluator is only going to find so much, and it's gonna be a little dependent on how well they know the space and their years of experience practicing using the technique. So you're really not dividing up the work because you're doing it in parallel. You're getting multiple perspectives to get a more well-rounded approach to the final results, and then sharing that and having a more accurate and deeper perspective of the experience."

Map and analyze customer journeys.

Every product or service has multiple user personas. Every persona has a unique customer journey. As teams mature in their UX practices, the number of journeys being tracked grows. This may occur faster than teams can manage, leading to scattered and uncoordinated redesign efforts.

Mapping and analyzing customer journeys help uncover roadblocks that should be addressed. Here's a step-by-step guide to mapping customer journeys based on an ecommerce website for sports shoes.

Head over to HubSpot's Customer Journey Analytics tool to get started today.

Get started with HubSpot's Customer Journey Analytics

What to Do After a UX Audit

So, the hard part is over. You have your insights, and you have your report with an action plan. How do you move forward? Here are some key steps to take.

Present your findings.

Communicate your findings to relevant stakeholders, including managers, executives, designers, developers, or clients. The goal is to provide a comprehensive understanding of the user experience and propose potential solutions.

Start with a summary of the most impactful insights. Then, present your findings in a clear, structured, and understandable way. Ensure you avoid technical jargon whenever possible.

Here are some tips from Dr. Ari Zelmanow, Head of UX Research at Twilio:

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Use compelling visual representations, like diagrams, flowcharts, or graphs, to make data digestible. Ensure your presentation provides clear pathways to address the identified issues.

Here's a free UX research presentation template you can use.

Lastly, listen and respond to feedback. Discussions with stakeholders can often provide further insight for implementing your suggestions. By the end of your presentation, everyone should have a clear understanding of the audit's findings and the next steps.

Continuously iterate and refine the audit process.

UX audits aren't one-time affairs. They should be regularly conducted and updated to ensure the user experience stays on point. As your product or service changes, revisit the steps outlined in the previous sections to check for any new issues.

Also, monitor your post-audit results over time and make changes as needed. This way, you can be sure you're continually improving the user experience.

Nurturing a Culture of User-Centric Design

Your customers are at the core of your business' success. An empathetic approach that prioritizes user satisfaction helps you sustain loyalty.

A UX audit is a piece of the puzzle that enables you to understand your customers and make informed decisions. Foster a culture of user-centric design and use UX audits to improve your offerings.

Editor's note: This post was originally published in August 2023 and has been updated for comprehensiveness.

Topics: User Experience

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