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Staying Ahead of the Competition: 6 Signs You Need a UX Audit

February 21, 2024

More conversions, better retention and ultimate customer satisfaction – these are the signs you need a UX audit and how to get it done right. Plus: 3 Real-world examples of how a UX/UI review changed the game for local businesses

Every business wants to provide a super-satisfactory user experience (UX), so that you can attract, engage, onboard and convert more of your ideal users and reach your business goals. But what happens when your tech presentation lets you down?

When you start seeing high drop-of rates, low engagement and poor conversions. What does it mean?

Those are actually tell-tale signs that 1) either your value proposition is not good enough, 2) the user experience is jarring and stifling or 3) users are not fully understanding what the value is because it’s being miscommunicated. See how to use analytics for better app user engagement and why you need retail technology integration in-store.

They also happen to be sure signs you need a UX audit.

Here’s a list of some of the biggest reasons you might need a UX/UI audit, with 3 real-world examples of products for whom a UX audit was a competitive game-changer.

Wait: What is a UX audit?

It’s reviewing how your user interface (UI) performs to achieve both user- and business goals. I.e. checking if your UI 1) helps users get what they want and 2) gets you enough users/paying customers to be profitable. And it usually goes along with a design project – see all about UX/UI audit and redesign, a breakdown of the UX audit process and what goes into a full-scope UX audit and redesign.

6 Signs you need a UX Audit

1. Low conversion rate

When you get lots of traffic coming in but too small a portion of those users actually install, register or subscribe. Conversion rate is the percentage of incoming traffic you convert into paying customers. The higher your conversion rate, the more money your product makes, the more financially viable/profitable it becomes. See about your app conversion rate here.

2. Low user satisfaction / low engagement

If people don’t like the product, can’t get it to work or are not getting the results they want from it, they simply stop using it. Getting what you want from an app is “user satisfaction”. The more satisfied they are, the more they’ll use it (engagement). Learn about low user engagement here and see how to calculate your app engagement rate. Then see how to increase app engagement and how to increase active users.

3. High drop off rate / low user retention / high churn rate

Related to poor conversions, a high drop-off rate is when people come in to check out your app and then don’t sign up, or sign up for a bit and then stop using it after a while. Retention is about how long/regularly you keep them coming back to use your product. And churn rate is how many people eventually cancel their subscription. Naturally, you want people to come in, use the app, subscribe and keep using it for years and years. If not, you have a problem.

4. Poor onboarding experience

Onboarding is how you present your product, features etc. to someone who engages/subscribes for the first time. Remember what they say about first impressions? That’s doubly true with tech products – a poor onboarding experience leaves people confused and unsure, and then it becomes easier to just unsubscribe or stop using it.

5. Outdated design or technology

Technology evolves so fast, last year’s interface could feel old and jarring today. And with 90% of users saying they’ll stay with an app simply because they like the user experience, tech teams know that UX is vital for product success. Not only that but continually ensuring your UX is up-to-date with the latest trends is crucial for those who want to play in the big leagues.

6. Targeting the wrong user

Simplistic as it sounds, you won’t believe how common it is for a product to be misaligned with a company’s business goals. For example, targeting the non-paying end-user when the middleman is actually the one willing to pay for your service. (This usually happens when your original design team didn’t fully understand your business needs, and thus a UX audit and redesign will change the game.)

OK, but how does a UX audit help you sort all of those problems?

Well, the best way is to show you through real-world business case studies:

3 Real-world UX audit examples that changed the game

Onboarding and drop-off resolution for ServCraft

A few months ago, SaaS job management provider ServCraft noticed that, though their sales team were excellent at bringing in new customers, those customers would drop off as soon as they started using the product.

This is a business killer, since you’re spending time and money acquiring those users, and only start making those expenses back after a certain period of use in SaaS. And if they churn like that, you never get ahead. 

The solution

Servcraft got Specno on board to do a UX audit and redesign. And we found that the navigation and UI were not optimal, delivering a bad UX, while users weren’t effectively being guided on how to use the product’s extensive features.

So Specno:

  • Created a crystal-clear path to value for users
  • Built a seamless onboarding experience
  • And redesigned the whole UI for a better experience.

The results

“Specno provided me with great insight throughout the project. Great communication. The team was investment in our company’s goals and this was clearly reflected in their work. They were able to provide guidance on every aspect of the business, well outside of the contracted work. The value and insights gained and connections formed from this project surpassed our expectations.” – Matshidiso Choshi, Product Manager, ServCraft Pty Ltd.

See for yourself the results of our work on the ServCraft App

Correct user targeting for Quicket

Recently, SA online ticketing platform Quicket realised that, although their UI was great for helping the individual end user find events easily, it wasn’t delivering on the needs of event organisers and suppliers – who’s contribution (uploading events onto the platform) is Quicket’s bread-and-butter.

The solution

Quicket brought Specno onboard to design a system that facilitates and guides event organisers and suppliers, to make it attractive and efficient for them to use the platform to showcase their events, in turn attracting more end users.

So Specno:

  • Did a deep-dive to fully understand Quicket’s business goals
  • Created an ideal UI for event organisers and suppliers 

The results

“Specno truly understood the product goal and the business need which the system aimed to meet, this enabled Specno to conceptualize, ideate, and design the most aesthetic system with a good user experience. Specno paid attention to all the feedback I provided and added a lot more value than anticipated.” – Mike Kennedy, Technical Director, Quicket.

Improve satisfaction, decrease churn and boost conversions at PAXI (PEP)

A few months ago, SA clothing retailer PEP realised that the user experience of its in-store delivery service PAXI’s website was unsatisfactory for users. Users weren’t achieving their goals on the platform, resulting in low conversions and a high churn rate. And it needed to be fixed because deliveries are a vital service and an important new revenue source.

The solution

PEP brought Specno onboard to audit the existing website, discover users’ needs and goals, find out what it would take to up satisfaction and conversion, and then redesign the system accordingly.

So Specno:

  • Redesigned the entire site according to PAXI’s latest CI
  • Created user-centric design to better guide customers
  • Held regular check-in meetings with corporate stakeholders

The results

“Specno surprised me with their eagerness to fully understand the Paxi goals and vision in order to ensure complete alignment. They were able to give us clear guidance and direction, and did so with speed and passion.” – Web Project Manager, PEP

See more examples of why a UX review is a game changer, the 8 instant business benefits of a UX audit, discover how long UX audit should take. and use this framework for your user engagement strategy.

Also see, for example, the tech-enabled future of retail and discover the latest banking UI trends.

Does your product need a UX audit?

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