What a usability audit is
Usability is how easily a visitor reaches the goal: find the price, tell services apart, leave an enquiry. The audit dissects that path step by step: entry from search or ads → first screen → studying the offer → trust (cases, reviews, guarantees) → the form → the thank-you page. Along the way we compare what the page shows with what the visitor needs at that exact moment. The output is not taste criticism: every finding is a barrier with evidence — session recordings, click maps, screenshots — and an estimate of how many enquiries it is quietly swallowing.
Forms: the main leak of enquiries
The form is the last obstacle before the enquiry, and it is where up to half of potential clients are lost. Typical barriers: extra required fields (every field beyond three suppresses conversion), unclear validation messages, no hints on formats, missing mobile keyboard types, consent checkboxes that scare people, and a submit button that gives no feedback. We rebuild the form journey field by field, test it on real devices and produce a fix list with expected gains — form rework alone typically adds 15–40% more enquiries without a single extra visitor.
Mobile experience: tested by scenario, not by tap
More than half of B2C traffic and a noticeable share of B2B comes from smartphones, yet the mobile version is almost always an afterthought. We walk the scenarios on real devices: readability without zooming, tap target sizes, sticky buttons that do not cover content, form keyboards that match the field, load behaviour on a weak connection. The findings read as concrete edits — "move the call button above the fold on iPhone SE" — not as generic "improve mobile" advice, so your developer can act without guessing.
Hypotheses and the CRO plan
The audit ends not with a list of sins but with a growth programme: 10–15 hypotheses in the format "if we do X, conversion rises by Y%, because Z". Every hypothesis carries an impact score (from analogies and your own analytics data), an effort estimate and a suggested check. The plan is staged into waves of 3–4 edits with a conversion measurement after each — so you always know which change paid off. Over a quarter this converts the site from a static brochure into a managed conversion system with a visible growth curve.
Cost and timelines
Usability audit — from 18 000 RUB: up to 10 key scenarios, report in 5 working days. Extended (with competitor storefront comparison, an A/B plan and fix prototypes in Figma) — from 32 000 RUB, 7–8 days. Express audit of a single scenario (say, only checkout in your store) — from 8 000 RUB in 2 days. Implementation is a separate estimate or rides on a support plan: we have developers in-house, so from report to live fixes there is one contractor, not three.
Why the audit is ordered at ZXY
We look at usability through the eyes of the people who will then fix it: our developers ship these edits daily, so recommendations are realistic in effort — no "rewrite the whole site". The audit is evidence-based: session recordings, click and scroll maps, funnel numbers from Metrica, not opinions. And we close the loop: after the first wave of fixes we measure conversion with you and adjust the plan. The same team that diagnosed can implement, which removes the classic ping-pong between auditors and developers.
