Conversion Rate Optimisation · ServiceMOFU
A UX audit that tells you what to fix first
The short answer
A UX audit is useful when it ends in a ranked list of fixes with evidence attached to each. Too many audits end in a long list of opinions. PMG combines quantitative data (where people drop off), qualitative evidence (what they do and say), and expert heuristic review (what's known to cause problems) — then ranks every finding by likely impact and effort.
What we examine
- Funnel analytics by device, traffic source and page
- Session recordings of real users on key journeys
- Heatmaps of attention, clicks and scroll depth
- Heuristic review against established usability principles
- Moderated or unmoderated user testing on key tasks
- Mobile experience on real mid-range Android devices over 4G
- Forms — fields, validation, keyboards and autofill
- Accessibility basics: contrast, tap targets, keyboard navigation
- Page speed and Core Web Vitals
Common findings on Indian sites
- Key information — price, delivery date, returns — hidden or late
- Tap targets too small on mobile
- Pop-ups blocking content on arrival
- Forms that reset on error
- Navigation labels that make sense internally but not to customers
- Slow pages on mid-range phones despite good desktop scores
What you get
- A prioritised issue list with evidence for each finding
- Annotated screenshots showing the problem and the recommended fix
- A quick-wins list you can ship within days
- A test backlog for changes that need validation
- A walkthrough session with your team
UX audit vs CRO programme
| UX audit | CRO programme | |
|---|---|---|
| Timeframe | One-time | Ongoing |
| Output | Prioritised findings and recommendations | Tests, rollouts and measured improvements |
| Best for | Identifying problems quickly | Continuous improvement |
UX audits by site type
| Site type | Common findings |
|---|---|
| eCommerce | Hard-to-use filters, unclear delivery info |
| Lead generation | Long forms, weak trust signals |
| SaaS | Confusing pricing, complex sign-up |
| Content sites | Poor navigation, intrusive ads |
A worked example
A services website had high traffic but few enquiries. The UX audit found the contact form hidden at the bottom of long pages and no phone number on mobile. Adding sticky call and WhatsApp buttons and a short form near the top lifted enquiries.
Before a UX audit
- Key journeys defined
- Analytics access
- Customer feedback
- Business goals
How a UX Audit engagement with PMG runs
- Audit (week 0–1). Accounts, analytics, tracking, website, CRM flow and competitors reviewed, with a written list of what's broken, what's wasted and the three moves we'd make first.
- Plan (week 1–2). Break-even ROAS or a target cost per lead, a measurement plan and a 90-day roadmap for UX Audit, with owners and dates.
- Launch (week 2–4). Clean structures, verified conversion signals, the first creative sprint and landing-page fixes.
- Optimise (months 2–3). A weekly test cadence, with budget following the cheapest incremental results rather than platform-reported ones.
- Scale (month 3 onwards). New channels, geographies and retention loops, added only when the economics hold.
Every week you get a one-page scorecard, a change log, the test board and a 30-minute call with your strategist. See how we work and pricing for details.
Why teams choose PMG for UX Audit
- Measurement first. Unit economics and clean tracking come before any increase in spend.
- You own everything. Ad accounts, data and creative stay in your name; ad spend goes straight to the platforms.
- Senior hands on the account. The strategist you speak to is the person running it.
- Weekly transparency. Scorecard, change log and test board — every week.
- Short minimum terms. We keep clients with results, not contracts.
- India and international. One Mumbai team running campaigns across Indian cities and overseas markets, Mon–Sat, 7am–9pm IST.
Where we run UX Audit
We manage UX Audit for businesses across India — including Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Chennai, Kolkata and Ahmedabad — and for companies in the UAE, Saudi Arabia, the United States, the United Kingdom, Canada, Australia, Singapore and Germany. Campaigns are planned market by market, with language, currency, platform mix and privacy rules matched to each. See all Indian locations and international markets.
Free growth audit
Get a written audit for UX Audit.
No sales call required. Tell us where to look; a strategist replies within working hours and sends the written audit within 72 hours.
- Tracking check
- Pixels, Conversions API, GA4 events and offline conversions — what is firing, what is double-counted, what is missing.
- Wasted spend
- Search terms, placements, audiences and overlap that cost money without producing qualified leads or sales.
- Conversion path
- Landing page speed, message match, form friction and follow-up time — where interested people drop off.
- 90-day priorities
- The three changes we would make first, with the metric each one should move.
Frequently asked questions
How is a UX audit different from a CRO programme?
The audit is the diagnosis. CRO is the ongoing treatment — testing and iterating on what the audit found.
Do you test with real users?
Yes, where budget allows. Even five users on a key task reliably surfaces the biggest problems.
Can our developers act on the findings?
Yes — findings come with specific recommendations, not just observations.
How long does a UX audit take?
Typically two to four weeks, depending on the size of the site and whether user testing is included.
Will we get designs as well as findings?
Recommendations include annotated examples; full redesign mock-ups can be added as a follow-on project.
What is the difference between a UX audit and CRO?
A UX audit identifies usability problems; CRO tests and implements fixes against conversion goals.
Do UX audits include mobile?
Yes — mobile is often the priority for Indian audiences.
Is there a long contract?
No. Minimum terms are short, because we would rather keep clients with results than with contracts.
Will we own the ad accounts and data?
Yes. Everything runs in your own accounts with partner access for PMG, and you can see it all at any time.
What do you need from us to start?
Access to ad accounts and analytics, your margins and order values (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
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Free growth audit
Find out where your budget is leaking.
Send us your ad account, analytics or site. Within 72 hours you get a written audit: tracking gaps, wasted spend, and the three moves we'd make first. No pitch deck.