Case study · Publishing.com Audit · Audit · UX + CRO · Education
A five-part UX and conversion audit with a prioritised list of fixes
Where the site loses visitors, and what to test to win them back.
The problem
What was getting in the way
Publishing.com wanted to know where its site was losing people and what to test to improve conversion.
The approach
How I tackled it
I audited the site in five parts: the website itself, the user experience, performance, conversion pathways, and the use of CTAs, popups and banners. Each finding came with a specific recommendation to test.
Key decisions
The calls that shaped the result
A clearer first screen
The only desktop CTA, "Watch Free Training", was tucked in the top right, and mobile had no visible CTA until the menu opened. I recommended a bold CTA in the hero, a sticky mobile CTA, and testing benefit-led headlines.
Shorter path to sign-up
I recommended renaming the main CTA (for example "Get Started"), putting the name and email form on the homepage, and sending the About page CTA straight to a form instead of back to the top of another page.
Fixing the speed problem
Mobile speed scored 23 and desktop 86, largely from animations and heavy imagery. I recommended compressing images, switching to interactive animations, removing unused code and plugins, and minifying files.
The result
What changed
The audit delivered a prioritised set of tests and fixes across all five areas. [TODO: add what the client implemented and any results.]