I was going through a potential lead’s website for a UX audit last week and while noting down the points to discuss with them, I realized I have never written or spoken about a very important aspect of building a website: How relevant is it for my target age group?
Let’s jump right into How to do a UX audit, starting with Relevance.
Why is a UX audit important?
User Experience is a part of the Marketing or Sales Funnel.
It comes under Psychological Needs.
Via UX you are trying to fulfil a need that the user has. Hence UX becomes super essential while building a website.
UX is not only about buttons and colours. It’s more about how a user goes about doing his business and what are the touchpoints with your business that will ensure a conversion for you.
I have seen so many startups failing to take this into consideration and just focusing on running ads or getting sales, whereas your organic traffic could have done that very effectively if you had all the pieces in place.
What is Relevance and How to build or audit around it?
When a user lands on a website, they will ask, “Is this the right website for me?”
This is Relevance.
Does the user feel your website solves their problem? Is it relevant for them?
One of the indicators to understand if your website is relevant for the traffic it generates is to see your website’s bounce rate, if it’s high get a UX audit done.
Using Google Analytics, which you might have installed while building your website, figure out what age group is most of your audience from?
Does your website cater to them? If not, then why? If yes, then are they purchasing anything from your website or performing any action?
Is your website relevant? A checklist
If you have answered the question given in the previous section. Go ahead and use this checklist to do a basic audit of your website.
- Is this the place I was searching for? - Analyse your traffic source here
- Is this for people like me? - Analyse User Personas
- Does my content follow the user’s intent? - Analyse your website content ( Images and writings)
- Are my visitors able to connect with the website emotionally? - Analyse if are they invested?
- Does the landing page show a range of products?
- Is it clear what my pricing is? - Analyse if users know it’s a Low/Mid/High-cost item
- Does your value proposition fit the emotional value?
- Is the experience on this page the same as on other pages?
- Is storytelling used to create resonance?
