Website Audit
I led end-to-end UX audits by defining evaluation criteria, instrumenting analytics, analysing user behaviour, identifying key usability barriers, prioritising opportunities, and partnering with marketing to translate insights into actionable design recommendations that improved engagement and conversion.
50%
Traffic Growth
5.5%
Peak Conversion
03
Key Areas
Target Users
Executives, Procurement, Management, Cloud Operators
Timeline
1 month
Category
B2B SaaS
Type of Work
Research
Qualitative & Quantitative Analysis
Stakeholder Management
Hotjar
Funnel Analysis
GTM
At a cloud platform startup, marketing decisions were driven by assumptions rather than user behaviour, resulting in unclear engagement paths and unfocused campaigns. I established a structured quarterly UX audit process combining analytics, heatmaps, and session recordings to uncover drop-off points, messaging gaps, and CTA blind spots. The insights informed prioritised design recommendations that clarified conversion pathways, improved content engagement, and increased key actions such as sign-ups and GitHub interactions, particularly during high-traffic events.
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Analytics: Hotjar, Google Analytics, Looker Studio, GTM
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Design & prototyping: Figma
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Reporting & comms: internal sheets, Slack
Process
Audit Preparation
Prepared a repeatable UX audit framework and selected the high-traffic pages that would yield the best insights for B2B visitor behavior.
Insight Synthesis
Synthesized findings into core usability and conversion challenges, mapping data patterns to specific UX friction points and user segments.
Instrumentation Setup
Deployed analytics and behavior tracking (Hotjar heatmaps, scrollmaps, session recordings, Google Analytics, Looker dashboards) to collect rich user interaction data.
Recommendation Development
Developed prioritized UX recommendations and prototypes that aligned with business goals, focusing on messaging, CTA placement, layout flows, and mobile behavior improvements.
Data Collection
Gathered both quantitative metrics (bounce rates, exit points, scroll depth) and qualitative signals (user recordings, click patterns) across prioritized landing pages.
Stakeholder Alignment
Presented structured insights and design recommendations to cross-functional stakeholders, aligning on next steps and integrating changes into the product/marketing roadmap.
Key Challenges
1. Poor Onboarding
Challenge
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Analytics showed ~67% of new visitors bounced from the homepage without scrolling beyond the hero. The value proposition sat below the fold.
Solution
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Introduce Lightweight Onboarding, helps orient users in the first 5–10 sec and reduce 67% bounce.
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Refactor Homepage Hero Section: Make the value proposition immediate, visual, and bold. (headline + CTA above fold, clear subtext). Expected to lift engagement with key links
Impact
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Making the value proposition immediate (above the fold) and adding a quick tour can reduce the current ~67% bounce among new visitors. Industry data shows above-fold CTAs and lightweight onboarding increase first-click engagement.
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Information should be scannable and the most important actions visible immediately. (Nielsen Norman Group – Visibility of system status, Match between system and real world).
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Principle of chunking(from Cognitive Psychology, applied in UX/UI design)
2. Highly Active But Confused
Challenge
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Mobile users perform more actions (17.5 avg) but have shorter sessions (~226s vs. desktop ~911s).
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Behavior suggests UX friction or scanning due to poor layout or density.
Solution
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Introduce a sticky call-to-action on mobile: Provide a small, non-intrusive “Get Started / Sign Up” button that stays visible as users scroll, helping highly active visitors act at the right moment without hunting for a link.
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Use accordion / expandable sections for long content.
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Break dense pages into collapsible blocks so readers can scan quickly yet open details on demand — optimised for vertical scrolling.
Impact
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Sticky mobile CTAs and accordion content patterns help high-intent mobile users act without friction.
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Users should always know the “next best step.” Minimise dead ends by providing clear onward paths. (Affordance & Signifiers – Don Norman).
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Show only what’s necessary at a given moment, reveal more detail as needed. Reduces cognitive load and helps mobile users manage dense information.
3. No Clear Next Step
Challenge
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/docs/ receives high mid-funnel traffic, mostly from desktop returning users (serious evaluators)
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/docs/ received 192 exits vs 89 entries — most visitors arrived mid-journey and left without guidance. Adding a CTA could channel part of those 192 into signup, representing untapped opportunity.
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No clear CTA or guidance after reading
Solution
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Guide visitors who finish reading a topic toward the next step (e.g., Get Started, Request a Demo). This addresses the current “dead end” where ~192 users exit the page.
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Improves orientation inside documentation and lets users discover related sections without losing their place.
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Using B2B lead-gen benchmarks (LiveSession & HubSpot: 2.3–5.5%), I illustrated the size of the opportunity if we added contextual guidance.
Impact
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Adding contextual CTAs and related-content navigation can move docs-page visitors toward signup.
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Consistency in navigation and interaction patterns lowers learning curves and reduces confusion. (Jakob’s Law of UX).
Outcome & Impact
Clear Behavior Visibility
Established visibility into how real users interacted with landing pages, replacing guesswork with empirical insight.
CTA Effectiveness Insight
Evaluated CTA visibility and interaction patterns, laying the groundwork for higher conversion pathways.
Identified Drop-Off Points
Pinpointed specific funnel breaks and friction zones where users disengaged, enabling targeted design fixes.
Prioritized UX Recommendations
Delivered a prioritized action plan of UX improvements with business impact rationale, ready for implementation by product and marketing teams.
Messaging Optimization Roadmap
Revealed which value propositions and messages resonated (or didn’t), informing precise improvements to copy and layout.
Conversion & Engagement Lift
After implementing core recommendations (e.g., /docs/ CTAs, hero clarity, onboarding), engagement rose significantly — including ~40% increase in traffic engagement at key events and doubling of “Get Started / GitHub” clicks — validating the audit’s value.