UX Audit Example: A Landing Page, Reviewed
Templates and checklists make more sense once you see one used. Below is a short, worked UX audit of a fictional landing page so you can watch observations turn into recommendations. The brand is invented; the issues are the ones that show up most often.
If you want the blank framework first, start with the UX audit template and the step-by-step checklist.
Example page context
- Page: landing page for “Nimbus”, a fictional time-tracking app.
- Goal: start a free trial.
- Audience: freelancers and small teams comparing tools.
- Entry point: a search ad for “simple time tracking”.
First impression
Five-second look. What is clear, what is not.
- The logo and a hero photo of an office are the loudest elements.
- The headline reads “Work smarter, together.” — a slogan, not a description.
- It is not obvious in five seconds that Nimbus is a time-tracking app.
- The trial button exists but blends into a busy hero.
Finding: the page does not pass the five-second test. A visitor from a “time tracking” ad cannot confirm they are in the right place.
Friction points
Walking the path to the goal surfaces several snags.
- The benefit (“see where hours go”) appears three screens down.
- Two call-to-action styles compete: “Start free trial” and “Book a demo”.
- The trial form asks for company size and phone number up front.
- Pricing is only on a separate page, so cost-aware visitors leave to check.
Mobile issues
- The hero photo pushes the headline and CTA below the fold on a phone.
- Tap targets for the two CTAs sit close together, inviting mis-taps.
- A cookie banner covers the trial button until dismissed.
CTA and copy issues
- “Work smarter, together.” should name the product and the job it does.
- “Submit” on the form should read “Start my free trial”.
- The phone-number field adds friction with no clear payoff at trial stage.
Priority recommendations
Scored by impact and effort.
| Recommendation | Impact | Effort |
|---|---|---|
| Rewrite the hero headline to name the product and audience | High | Low |
| Remove phone/company fields from the trial form | High | Low |
| Make “Start free trial” the single primary CTA above the fold | High | Medium |
| Surface a short pricing summary on the page | Medium | Medium |
| Fix the cookie banner covering the mobile CTA | Medium | Low |
Start with the high-impact, low-effort rows.
Example UX audit summary
Nimbus’s landing page loses ad traffic at the first screen because the headline does not confirm the page is about time tracking. The trial form adds avoidable friction, and two competing CTAs split attention. Fixing the headline, trimming the form and choosing one primary CTA are low-effort, high-impact changes that should be done first; pricing visibility and the mobile cookie banner follow.
That is the whole point of an audit: a clear, ordered set of changes anyone on the team can act on. For the reasoning behind the layout fixes, see our UI design principles.