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01 · CVR · 01/03

UX audit.

Not an opinion. Not a design take. Recorded proof of what slows visitors down.

We record visitor sessions (without identifying them) and map their clicks. You see where they stop, what they cannot find, where they leave. Then we quantify the business impact before we touch a single line.

By Rémy · Acquisition & field

Get my UX audit quotedSee the Amecam mission

02 · OPERATION NOTE · OPS UX AUDIT

UX audit, decoded

The field report

Your traffic is rising but your conversion ratethe share of 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.

The cost of waiting

Without recorded proof of what your visitors do, UXthe 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.

In black and white

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.

The manoeuvre

We start by looking at what is actually happening, before forming an opinion. Tools: Microsoft Clarityreplays recorded visits of your site, free to replay recorded visits and see the click heatmap, Hotjarheatmaps and surveys on key pages on key pages in parallel, GA4the Google audience measurement tool wired in as the source of truth to quantify funnel drops. No interviews, no post-it workshops. Pure behavioural data.

The lock that breaks

A backlog of A/B testscomparing two versions of the same page prioritised with no boardroom debate. Roadmap calls grounded in data. Editorial, dev and sales aligned on the real friction points.

03 · 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.

04 · THE MISSION THAT PROVED IT

We deployed it on these grounds.

Amecam Van Conversion, mobile workshop fitted out in Wallonia

Amecam Van Conversion

B2B work vehicle conversion

12-month UX audit + landing redesign by typology.

Read the Amecam mission
Battlekart, immersive indoor karting in Verlaine and Malmedy

Battlekart

B2C immersive indoor karting

6-month UX audit + booking funnel optimisation.

Read the Battlekart mission
Brasero estate, corporate retreats and weddings in Liège province

Brasero Group

Hospitality & events

24-month UX audit on stays booking funnel.

Read the Brasero mission

05 · THE PLAY-BY-PLAY

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

  1. STEP 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. STEP 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. STEP 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. STEP 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.

06 · THE FLOW AT A GLANCE

The path each visitor takes between your landing page and your conversion.

CLICKS · TIMELINEanonymisedPAGE 01landingPAGE 02catalogPAGE 03formFRICTION MAPquantified per step% visitors hitTEST HYPOTHESESprioritised backlogimpact / effort5 → 10not intuitionrecorded proofMICROSOFT CLARITY · HOTJAR · GA4

The visitor stays anonymised. Their clicks and scroll map the frictions, which we quantify per step before producing a prioritised backlog of hypotheses.

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.

08 · THE QUESTIONS WE ACTUALLY HEAR

Questions whispered after the second meeting. Honest answers.

Belgian SME market range 2026: between +8 % and +25 % conversion rate once the first 3 quick wins are live. The gap depends on your starting maturity (a never-audited funnel gains more than an already-optimised one) and on your capacity to execute the hypotheses afterwards. For your specific case, we quote after scoping. The broader agency vs freelance vs in-house debate sits here.

Not the same. Microsoft Clarity (free heatmap + session replay) is unlimited in sessions, and its click heatmap is more accurate on long pages. Hotjar (heatmap + in-page surveys) caps at 35 sessions a day on its free plan and its replays are better for in-page surveys. We deploy both in parallel, we keep the best of each. On Clarity alone, we miss contextual surveys. On Hotjar alone, we miss volume. On dedicated landing pages by typology, we drop both by default.

Yes, under conditions. Clarity and Hotjar mask sensitive inputs by default (passwords, email, card details) and anonymise IPs. The rule: declare the purpose in your cookie policy, mention the tools in your processor list, submit session replay to consent (not a legitimate interest per the French CNIL and Belgian APD). Done sloppy = sanction possible. Not an IT topic, a legal one.

We aim for 200 to 500 sessions depending on your traffic, spread over 10 to 14 days to cover a full weekly cycle. Below 200, we call shots on noise. Above 500, marginal returns fall. For critical drops (cart, quote form), we also watch 100 % of sessions that reached the step, regardless of total. To quantify these drops, we lean on the GA4 measurement layer.

Tool side: Clarity stays free, Hotjar optional (€39/month if you keep the Business plan). Maintenance side: 0.5 to 1 day of session review per month to stay current, runnable by your dev or your PM. If we leave, you walk out with the Notion doc + account access + monthly review procedure. No lock-in, no licence to renew. On the Amecam mission, this is exactly the setup we handed over.

Yes. We do this on 40 % of our UX audits. The rule: who steers hypothesis arbitration and who executes the changes after. If your designer stays design pilot, we frame the hypotheses and pass them the brief. If your media agency runs the A/B tests after, we align the calendar. We never step on the other agency without saying.

Field note

Before any redesign, we ask why not. Drop Clarity, wait 14 days, watch. In real life, on the ground, what slows visitors down is almost never what your team defends in a meeting. If the ad does not pay its CAC (customer acquisition cost), we cut. If the page does not convert, we watch before we rewrite. Not the other way round.

Rémy · Acquisition & field
RémyAcquisition & field · HeySquad

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

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