Website Analysis

and UX

Website Analysis and UX

We spend a lot of time online reading news, navigating websites and using web apps. In some cases, our experience online is not the best that we could have.


And all this is due to poor design that didn’t take user experience into consideration. It’s easy to look from afar and notice these errors, but it’s a bit trickier when you are the one handling a project.


As researchers, we can help create a great user experience by providing real time feedback either on an existing website that is not converting or during a new website build.


We can create new research as you build or as you review your existing website.


We can also provide digital data metrics and SEO analysis so you can see what is really happening on line.


So lets start with the kind of research questions you need answers to.

1. Is your overall design right?

Making the experience of the website a good one can be more important than what is says. Often true for the first time visitor.


Graphics, layout, text, and interactive elements work in synergy to present the user with an experience, not just present them with information. UX design is a consequential piece of application and web work.


Making your page stand out from the sheer quantity of websites and information on the internet is essential. Modern websites contain more visual and interactive qualities to strike at more emotional responses to help them stand out in the highly competitive world.


2. Can your website be scanned and not read?

It is true that designers and content managers, love their websites, but sometimes it is hard to stand back and be objective from a customer point of view.


A key element is that your website is scannable because people do not read websites, they scan them especially on the first visit.


Making your page scannable will appeal to your audience. Most will scan the content for something that strikes them and then they switch to reading when they want to find out more.

Of course having content that resonates with your audience is crucial.


3. Is your website clear and simple?

In a half of a second, users evaluate the design of a website, so you need to decide what you want users to do and make it apparent. Don’t make it difficult to find action buttons. Visually focus attention on the main button versus a bunch of buttons on the home page.


Constantly reconsider what your app or site can do to make it easier to use. Part of the design is making it highly usable for the majority of users and allowing for extra functionality to be hidden and made discoverable as it is needed, not shown all at once.


Also providing a clear, consistent design is simpler for users. They can then know what to expect when you are reusing colors, behaviors, and aesthetics which reduces the need for them to figure out the interface. When users are familiar with some of the aspects of the design it makes the process clearer and easier to use.

4. Are your design elements working or creating barriers?

When design elements are common elsewhere, don’t reinvent them by becoming creative with new UI patterns. Making users think too hard to figure out your UI interface is not what you want.


You want to have a familiar looking interface where standard objects like links stand out as links, and login access is located in the upper right. There is no need to relocate such standardized components.


Creativity with standardised patterns can make your interface hard to work with and not promote usability. Although you may think non-traditional is cool, it may make it harder for users to navigate and thus it falls into a problem area. Creativity and usability need to have a balance.

URLs, button, and navigation placement need to focus on usability before design. Its best to focus on the layout of these first without the design in mind, then add the creative elements.

5. Do you really know your audience?

You must have a good idea of who the audience is for the intended website or app before you create it. How to best design the interface will come from them.


Once you have a clear idea of the audience for your website or app, you can then find out their needs and wants, and design the perfect design that will meet their desires. The competition can show you some ideas of how this was done. Note the competition’s colors, layout, style, and features.


When you use styles and designs that your audience is already comfortable with, they can be eased into your site. You can then differentiate yourself with your ideas on their needs.

When you’ve identified your audience, remember to incorporate their feedback into your design. Considering end user’s actionable feedback is significantly valuable.


6. Does your visual hierarchy really work?

When putting the most important elements on the interface, highlight them so that users focus on them. In design, there are a lot of ways in which to highlight things, but the most effective is to make it larger than anything else on the screen.

Making something a focal point by making it larger than anything else, is how several websites achieve the impossible to ignore highlighting of sales or ‘click here’ buttons.


7. What are your user experience qualities?

The question you need to be able to answer are therefore :

Is your website

  • Useful – Content should be original and fulfill a need

  • Usable – Site must be easy to find

  • Desirable – Design elements bring about emotion and appreciation

  • Findable – Content needs to be locatable and navigable offsite and onsite

  • Accessible – Content needs to be accessible to people with disabilities

  • Credible – Users must believe and trust what you tell them.

Website Analysis

Once you have completed your in-depth user experience analysis as part of a new build or improving the usability of an existing site, you can then run metrics easily accessible from your CMS system or Google Analytics to measure if all your hard work is paying off. It is easy to see which page your users exit from, which landing page converts to a lead and what journey your customer typically takes on your website.

Abacus Research can also provide your digital metrics research to demonstrate your website effectiveness if you don’t have an in-house digital team.

Download the Service Guide to improving lead conversions and website user experience