UX Audit that boosted conversion rates
I had the opportunity to lead a project to revamp the heating source savings calculator for ROCKWOOL.
What is a UX audit and when is it worth doing?
I started with a UX audit to identify the biggest pain points users faced when using the calculator. The next crucial step was to conduct detailed qualitative analytics using tools like Clarity.
Using the tools and knowledge of best practices that I possess as a User Experience Designer helped pinpoint critical errors and improve the existing user journey.
With this knowledge, I outlined a process for changes along with setting priorities. Then, I coordinated the work between the implementation team and business decision-makers.
The audit results were surprising for the decision-makers, which significantly motivated the introduction of changes.
What were the challenges during the process?
- Email or phone contact instead of workshops and working on shared mockups with the development team.
- Archaic technology causing many limitations in which the calculator was written.
- Cooperation with the technical department, which ensured that the calculator correctly calculated costs and provided the most accurate results.
Calculator before changes:
Calculator after audit:
I had a real impact on the changes. What results did we achieve?
- Increased conversion rate, resulting in a 22% increase in the completion rate of the calculator compared to the previous quarter.
- Lower bounce rate on the site, indicating that completing the new calculator was easier for users. As a result, they stayed on the site and didn’t seek competitive solutions.
- Changing the report download mechanism led to a higher number of leads. Additionally, we easily distinguished users at a more advanced stage of interest in the company’s products from those with little exposure to the brand.
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FAQ
Yes, I design websites and transform them into fully functional, live sites. Sometimes clients migrate their sites from other content management systems (CMS), and I assist in transitioning to more user-friendly systems like WordPress or Webflow.
I’m open to challenges from any industry. However, I have extensive experience designing websites for small to medium businesses, portfolio sites for sole proprietors such as photographers, lawyers, and psychologists, and related medical professions. I’ve also created culinary blogs and news sites, and I can set up an online store for selling both physical and digital products and services.
Collaboration is tailored to individual client needs. I meet people who need support from scratch, focusing on marketing strategy, brand building, and visual identity, setting marketing goals, and discussing how and when to achieve them—often including website creation.
For established companies facing challenges like customer acquisition or process optimization, I conduct audits to identify issues and devise a plan for improvements.
I often work long-term with small businesses, including sole proprietors, handling advertising accounts (Google Ads), SEO, UX improvements, and analytics implementation.
Yes, although many clients opt to learn basic CMS operations, enabling them to manage their sites independently. I provide training for team members responsible for content updates and layout changes, offering more freedom and autonomy.
Yes, I’ve been a UX designer since 2021. I started in online marketing but sought the skills that a UX designer possesses. With a degree in UX design, I better understand audience motivations, conduct more effective research, and save time and resources by avoiding misguided investments.
Being a designer allows me to creatively and purposefully design websites that address real user problems, aligning with business goals. This makes me a user-focused marketer and a more effective designer.
I provide comprehensive online marketing services, brand building, and improving user experience. My services include:
- Website usability audits (User Experience)
- Planning and launching ad campaigns (primarily Google Ads)
- Ad system audits for performance improvement and cost optimization
- SEO consulting or management (including audits, training, or ongoing collaboration)
- Implementing comprehensive web analytics (in conjunction with other services)
I can also help if you:
- Are new to online business and unsure where to start
- Need to find your target audience
- Want to organize your online marketing knowledge for more independence
- Wish to automate service sales
- Face issues with attracting the right clients
Yes, I offer a wide range of marketing services. I advise on best practices during consultations, especially useful for startups or businesses struggling with customer acquisition. I also work independently, managing both paid and organic campaigns based on developed strategies.
I can help with:
- Planning marketing strategies and necessary resources
- Creating content plans for long-term results
- Organizing actions and setting marketing department goals
- Calculating marketing budgets and prioritizing tasks
- Sharing best practices and teaching essential online marketing tools
SEO is crucial for online visibility, and it’s a key part of my work. My SEO services cover technical aspects and both on-site and off-site actions. SEO collaboration often begins at the initial website project stage. Many clients continue working with me until they achieve visibility and results in search engines. This involves setting up monitoring systems and tracking performance through analytical reports.
Yes, I do, as part of broader collaborations. If my audit suggests a need for analytics implementation or expansion, I offer support. When designing a website, I ensure analytics are integrated from the start.