In-Depth UX Audit Reveals the Reasons Behind Low Mobile Conversions

About Our Client

The Client is a European real estate agency that focuses on luxurious property. Their website is one of their key sources of leads.

Challenge

The Client had a mobile website version that brought them significantly fewer leads than the desktop website. They wanted to learn the reason behind this and find out how they can increase mobile conversions.

Solution

The Client turned to ScienceSoft for a UX audit, which only took 1 week. First, ScienceSoft’s BA performed a short study to learn which mobile layout – portrait or landscape – the Client’s customers preferred. When the study revealed that the portrait layout was significantly more popular, it was decided to audit only the portrait version of the website.

The BA singled out 5 main user scenarios on the mobile website that could have had a direct impact on user conversions. These scenarios were:

• Filtering real estate assets.
• Requesting a consultation.
• Applying for the sale of a property.
• Requesting a visit to a property.
• Offering a price.

Then, the BA proceeded to the in-depth audit of all 5 scenarios, which eventually uncovered 25 UX issues. Each issue was labeled as either ‘critical’ (2 issues), ‘serious’ (11), ‘moderate’ (10), or ‘minor’ (2), depending on how gravely it affected the possibility of conversion in a user scenario. The critical issues, for instance, included a user’s unclear location when browsing the website as well as the absence of the ‘Liked/Favorites’ menu in the profile, despite the existing possibility to add a property item to such a list.

To summarize the findings, ScienceSoft’s BA prepared a detailed audit report that listed and described each of the 25 UX issues, as well as gave clear recommendations on how to fix them. Some of the suggestions included visual prototypes of fixed web elements.

Results

Thanks to the audit, the Client found the reasons behind their low mobile conversions and prioritized the implementation of fixes.

Technologies and Tools

Jakob Nielsen's UX heuristics, feature and workflow assessment.