UX Audit Checklist: 15 Things Killing Your Conversions

Your website gets traffic, but visitors aren't converting. Sound familiar?

Most conversion problems aren't about your product or pricing - they're about user experience. Small UX issues compound into massive conversion killers.

After auditing hundreds of websites, here are the 15 most common UX problems that destroy conversions - and how to fix them.

The UX Audit Framework

How to use this checklist:

1. Go through each item and score your website (1-5)
2. Prioritize fixes based on impact and effort
3. Test changes with real users when possible
4. Measure before and after

Scoring guide:

• 1 = Major problem (fix immediately)
• 2 = Noticeable issue (fix soon)
• 3 = Minor issue (fix when possible)
• 4 = Good (minor improvements possible)
• 5 = Excellent (no action needed)

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1. Unclear Value Proposition (Above the Fold)

The problem: Visitors can't tell what you do or why they should care within 5 seconds.

What to check:

• Is your headline clear and specific?
• Does it communicate the benefit, not just the feature?
• Can someone who's never heard of you understand it?

Fix:

• Lead with the outcome, not the process
• Use specific numbers when possible ("Save 10 hours/week" vs "Save time")
• Test it: Show your homepage to someone for 5 seconds, then ask what you do

Example:

• Bad: "We help businesses grow"
• Good: "We help SaaS companies increase trial-to-paid conversion by 30%"

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2. Confusing Navigation

The problem: Too many options, unclear labels, or no clear path to conversion.

What to check:

• How many top-level navigation items do you have? (Ideal: 5-7 max)
• Are labels clear? (Avoid jargon)
• Is there a clear path to your primary CTA?

Fix:

• Limit navigation to 5-7 items
• Use clear, descriptive labels
• Make your primary CTA stand out (different color, prominent position)
• Remove navigation links that don't support your main goal

Pro tip: One agency client increased conversions 23% by reducing navigation from 12 items to 5.

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3. Weak or Missing Call-to-Action

The problem: Visitors don't know what to do next, or the CTA is easy to miss.

What to check:

• Is there a clear CTA above the fold?
• Does the CTA button stand out visually?
• Is the CTA copy compelling? (Avoid "Submit" or "Click here")

Fix:

• Use action-oriented copy ("Get Started" > "Submit")
• Make the button visually prominent (contrasting color, adequate size)
• Repeat the CTA throughout long pages
• Use directional cues (arrows, images pointing to CTA)

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4. Slow Page Load Speed

The problem: Every second of load time costs you 7% in conversions.

What to check:

• Run your site through Google PageSpeed Insights
• Check Core Web Vitals (LCP, FID, CLS)
• Test on mobile (where most of your traffic probably is)

Fix:

• Optimize images (compress, use WebP format)
• Minimize JavaScript and CSS
• Use a CDN
• Enable browser caching
• Consider a faster hosting provider

Target: Under 3 seconds load time on mobile.

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5. Poor Mobile Experience

The problem: Your site works on desktop but is unusable on mobile.

What to check:

• Test on actual mobile devices (not just browser resize)
• Check tap targets (buttons should be at least 44x44px)
• Verify text is readable without zooming
• Test forms on mobile (are they usable?)

Fix:

• Design mobile-first, not desktop-first
• Use large, tappable buttons
• Simplify forms for mobile (fewer fields, appropriate input types)
• Test on multiple devices and screen sizes

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6. Form Friction

The problem: Forms are too long, confusing, or ask for too much information.

What to check:

• How many fields does your form have?
• Are all fields necessary?
• Are error messages clear?
• Is the form mobile-friendly?

Fix:

• Remove every field that's not absolutely necessary
• Use inline validation (show errors as users type)
• Provide clear error messages
• Break long forms into multiple steps
• Use appropriate input types (email, tel, number)

Rule of thumb: Every additional form field reduces conversions by ~10%.

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7. Lack of Social Proof

The problem: Visitors don't trust you because you haven't shown them why they should.

What to check:

• Do you have customer testimonials?
• Do you show client logos?
• Do you display reviews or ratings?
• Do you have case studies?

Fix:

• Add testimonials with real names, photos, and companies
• Display client logos (with permission)
• Show specific results ("Increased revenue by 45%")
• Add trust badges (security certifications, awards)

Placement matters: Social proof near CTAs increases conversions.

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8. Inconsistent Design

The problem: Different pages look like they're from different websites.

What to check:

• Are fonts consistent across pages?
• Are colors consistent?
• Are button styles consistent?
• Is spacing consistent?

Fix:

• Create a design system or style guide
• Use consistent spacing (8px grid works well)
• Standardize button styles
• Use the same fonts and colors throughout

Why it matters: Inconsistency makes you look unprofessional and reduces trust.

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9. Poor Readability

The problem: Text is hard to read due to size, contrast, or formatting.

What to check:

• Is font size at least 16px for body text?
• Is there enough contrast between text and background?
• Are paragraphs short (3-4 sentences max)?
• Is there enough white space?

Fix:

• Use at least 16px for body text
• Ensure contrast ratio is at least 4.5:1 (use WebAIM's contrast checker)
• Break up text with headings, lists, and images
• Use short paragraphs and sentences

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10. Missing or Weak Headlines

The problem: Headlines don't grab attention or communicate value.

What to check:

• Does the headline clearly state the benefit?
• Is it specific and concrete?
• Does it make you want to read more?

Fix:

• Lead with the benefit, not the feature
• Use specific numbers when possible
• Test multiple headlines (A/B test if you can)
• Make sure the headline matches the page content

Formula: [Benefit] + [Specificity] + [Timeframe]
Example: "Increase Your Email Open Rates by 35% in 30 Days"

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11. No Clear Information Hierarchy

The problem: Everything looks equally important, so nothing stands out.

What to check:

• Can you scan the page and understand the key points?
• Is there visual hierarchy (size, color, spacing)?
• Are the most important elements most prominent?

Fix:

• Use size to indicate importance (larger = more important)
• Use color to draw attention to key elements
• Use whitespace to separate sections
• Follow the F-pattern or Z-pattern for content layout

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12. Broken Links or Errors

The problem: Visitors encounter 404s, broken forms, or other errors.

What to check:

• Test all links on your site
• Submit all forms
• Check for broken images
• Test on different browsers

Fix:

• Use a tool like Screaming Frog to crawl your site
• Fix or redirect broken links
• Test forms regularly
• Set up error monitoring (Sentry, LogRocket)

Impact: A single broken form can cost you thousands in lost conversions.

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13. Lack of Urgency or Scarcity

The problem: Visitors feel no urgency to act now.

What to check:

• Do you give visitors a reason to act now?
• Is there any sense of urgency or scarcity?
• Do you explain what happens if they don't act?

Fix:

• Add time-limited offers (if genuine)
• Show limited availability (if true)
• Explain the cost of inaction
• Use countdown timers for time-sensitive offers

Warning: Only use real urgency. Fake scarcity destroys trust.

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14. No Exit-Intent Strategy

The problem: Visitors leave without any attempt to re-engage them.

What to check:

• Do you have an exit-intent popup?
• Do you offer a lead magnet?
• Do you capture email addresses?

Fix:

• Add an exit-intent popup with a compelling offer
• Offer a lead magnet (ebook, checklist, template)
• Use a newsletter signup with clear value proposition
• Test different offers and placements

Note: Exit-intent popups can increase conversions 10-15%, but don't be annoying.

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15. No Analytics or Tracking

The problem: You can't improve what you don't measure.

What to check:

• Do you have Google Analytics installed?
• Are you tracking conversions?
• Do you know where visitors drop off?
• Are you tracking on mobile vs desktop?

Fix:

• Install Google Analytics (or a privacy-friendly alternative)
• Set up conversion tracking for key actions
• Use Google Search Console to track SEO performance
• Consider heatmapping tools (Hotjar, FullStory)

Minimum tracking:

• Page views
• Conversion events (form submissions, purchases)
• Traffic sources
• Device type (mobile vs desktop)

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How to Prioritize Fixes

Not all issues are equal. Prioritize based on:

1. Impact: How many users are affected?
2. Effort: How hard is it to fix?
3. Confidence: How sure are you it will help?

Quick wins (high impact, low effort):

• Fix broken links
• Improve CTA copy
• Add social proof
• Optimize images for speed

Big bets (high impact, high effort):

• Redesign navigation
• Rebuild forms
• Improve page speed
• Mobile optimization

Fill-ins (low impact, low effort):

• Fix minor design inconsistencies
• Improve readability
• Add micro-interactions

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The UX Audit Process

Step 1: Baseline measurement

• Record current conversion rates
• Document current metrics (bounce rate, time on page, etc.)

Step 2: Audit

• Go through this checklist
• Score each item
• Take screenshots of problems

Step 3: Prioritize

• Rank issues by impact and effort
• Create a fix roadmap

Step 4: Implement

• Fix the highest-priority issues first
• Test changes when possible

Step 5: Measure

• Compare before and after metrics
• Iterate based on results

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Final Thoughts

UX problems compound. A site with 15 minor issues doesn't have 15 small problems - it has one massive conversion problem.

The good news: most of these fixes are straightforward. You don't need a complete redesign. Start with the quick wins, measure the impact, and iterate.

The best time to do a UX audit was six months ago. The second best time is today.

Related Resources

• Learn why your website isn't converting
• Understand website redesign costs
• Discover how to hire the right web development agency

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Need help auditing your website? Let's talk about your project.