UX audit.

02 · THE BRIEFING

1. I
   When to consider it
   Your traffic is rising but your conversion rate (visitors who take action) flatlines. Your sales team says leads are less qualified. You sense something is off in the journey, but no one can pinpoint where.
2. II
   Why it matters
   Without recorded proof of what your visitors do, UX (user journey) decisions are made by whoever speaks loudest in the meeting. You rework a button, move a section, change a colour. Three months later, the rate has not moved. The opportunity cost is invisible but very real.
3. III
   What you get back
   A friction map, quantified by step of the purchase journey. A short-list of 5 to 10 priority hypotheses, ranked by estimated business impact. A brief readable by your dev, your agency or your designer.
4. IV
   How we run it
   We start by looking at what is actually happening, before forming an opinion. Tools: Microsoft Clarity (free heatmap + session replay tool) to replay recorded visits and see the click heatmap, Hotjar (heatmap + in-page surveys) on key pages in parallel, GA4 (Google Analytics) wired in as the source of truth to quantify funnel drops. No interviews, no post-it workshops. Pure behavioural data.
5. V
   What it unlocks
   A backlog of A/B tests (comparing two page versions) prioritised with no boardroom debate. Roadmap calls grounded in data. Editorial, dev and sales aligned on the real friction points.

We get back to you within the week · scoping before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

A UX audit is a business prioritisation tool. Not a design deliverable.

A UX audit is only useful if you use it to call a roadmap. Otherwise, you pay for a 40-page PDF no one reopens. The real question before signing: who on your team will arbitrate between the 8 hypotheses coming out of the audit, and who will steer the A/B tests that follow? If the answer is fuzzy, the right order is product governance first, then the audit.

• 01

  Quantified friction map

  You see exactly where your purchase journey loses visitors, step by step. No more arguing on instinct or taste. The drops are measured, dated, sourced on recorded sessions.

• 02

  Impact / effort prioritised backlog

  You get 5 to 10 hypotheses ranked by estimated business impact against dev effort. You pick quick wins for sprint, you send the big builds to the roadmap.

• 03

  Cross-team alignment

  The brief reads clean for your dev, your designer, your sales and your leadership. No more meetings going in circles, no more decisions made by the loudest voice.

• 04

  Measurement baseline for what follows

  Once the map is laid down, you have a quantified baseline. You can measure the real effect of each A/B test, each landing redesign, each product sprint. You steer instead of guessing.

05 · THE PLAY-BY-PLAY

Four steps. Three weeks on average. Zero production freeze.

1. 01

   We look at what actually happens.

   We drop passive trackers on your site, Microsoft Clarity (opens in a new window) (free heatmap + session replay) and Hotjar (opens in a new window) (heatmap + in-page surveys) in parallel for 10 to 14 days. We collect 200 to 500 recorded visits depending on your traffic, without touching production. Quant side, GA4 (opens in a new window) (Google Analytics) is the source of truth for funnel drops.

2. 02

   We look at where it bleeds.

   Manual review of sessions that drop in the funnel, plus click heatmaps page by page. We note recurring patterns, we quantify each friction by % of visitors hit. No interpretation at this stage. Just findings sourced by session ID.

3. 03

   We quantify the hypotheses.

   For each friction identified, we quantify the potential business impact (visitors hit × average value) and the estimated dev effort. We deliver 5 to 10 hypotheses prioritised on impact / effort. No scope drift, no design bonuses on the side.

4. 04

   We hand over a usable brief.

   Notion document readable by dev, designer, sales and leadership. Video captures of key sessions, annotated screenshots, hypotheses tagged by funnel step. One-hour live handover. You walk out with a backlog actionable the following week.

07 · NOT YET FOR YOU IF

Three cases where the UX audit is not the top priority.

• Your GA4 tracking is broken or missing.

  Without reliable quant data on the funnel, the qualitative audit runs on hypotheses we cannot quantify. The right order is tracking first, audit second.

• Your traffic is under 2,000 visitors a month.

  At this volume, recorded sessions do not produce reliable recurring patterns. You read 50 sessions and are never sure they are representative. Better to generate traffic first, then audit.

• You want a design take without changing the funnel.

  If the real goal is an aesthetic redesign without touching the business journey, a behavioural UX audit is not the tool. You pay a lot for findings you will not be able to activate.

We open your funnel. We tell you what your team no longer sees from working on it.